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"With the annual license fee of cartoon and children to enhance the reality of becoming an adult, and if then the development of enterprises all rely on cartoon brands, it would be very dangerous. Once the authorization is canceled, or the cartoon image of the out of date, the enterprise will very passive. "

Children's products in nobles meleeAreas, who will eventually Swordsman? 34-year-old Yang Jingping with the ambition to take over his father's hand hard enough to more than 20 years the Friends of country, began to make plans to break his way.
"Although the field of children's products industry is still in its infancy, there is no strong domestic brand of children's products, but this is precisely the power of us a good time." Yang Jingping said.

"300 Plan"
This year, the Young's decision, the company proposed to the previous cartoon characters into the cartoon image of the endorsement, and in the field of children's products, the first to introduce the "double self-brand" strategy, also launched the "300 Plan", is about to meet year-end 2009, the Friends ofEnd system fully upgraded to "meet friends living museum" of the new terminal image of a unified appearance to complete the 300 distribution points across the country.
Yang Jingping is people think we should do. Children's products companies in a number of loud calls to establish the "Children living museum" at the same time, Yang Jingping on his way. So far, enough friends in Fujian, Yunnan, Chongqing, Zhejiang and other places have opened more than 20 children living museum, its products cover most forms of life of children. "End of the year, our children living museum plans to open 300." Yang Jingping said.

It should be said, started from the wholesale to borrow cartoon brand fortune toToday started its own brand, Yang Jingping early to make a strategic layout.

The first one, in the original basis of children's shoes and broaden the product side, into including clothing, hats, socks, stationery, sports equipment, including the field of children's products because the "single-point breakthrough in children's shoes market era has ended, Modern Children industry competition, has entered the competition in comprehensive strength, only to build its own brand, to create comprehensive categories of products, to 'children living museum' as the basis for the enterprises to upgrade the development. "

The second measure, already have products for a wide range of cartoon channels, Yang Jingping into the cartoon image of the productBrand image of the spokesperson to the potential use of cartoons and shorten the construction of independent brand of the road. And wait until the independent brands mature, they will slowly get rid of dependence on the cartoon license.

"Although the second phase of restructuring in the enterprise, relying on cartoon brand, so to earn enough to Friends of the pot of gold, but after several years of development, to enhance the added value of cartoon brand increasingly difficult, real to the enemy, coupled with the cartoon the delegation of authority, so that a substantial investment in our inability to have a free hand, which made us have to find another breakthrough in the way the brand. "Yang Jingping frankly.

"Dual brand" strategy

What a breakthrough brand how to get the road? Quanzhou traditional shoes and apparel industry can draw on the characteristics of brand development? Yang Jingping been thinking.

This year, Yang Jingping key customers for each market, the actual conditions in the field of children's products first introduced the "dual brand" strategy, named as the "foot friendly JOYOYE" and "Rio Dick LeoDica", the former main mid-market, which main high-end market. "Although the field of children's products industry is still in its infancy, there is no strong domestic brand of children's products, but this is precisely the power of us a good time." Yang Jingping said.

However, the high end of the Friends of the full strategy, the industry is not good, evenTo some people that this is "fantasy." They believe that children's products among consumers and buyers are not the same, together with the physiological characteristics of children, buy a pair of shoes update very fast, very few parents would be willing to spend a couple of hundred dollars to buy a pair of high-end "brand" children's shoes. Therefore, and adult brands, children's products is difficult to reflect the added value of the brand.

In this regard, Yang Jingping have their own persistence. He believes that the added value of children and adults goods brand brand should look different, the former more functional demands by the demands to reflect its value. Therefore, this year, they proposed a "health care experts" productsBrand slogan.
"For example, our research and development in the children's shoes, and focus on highlighting the concept of health, in the fabric, the choice of shoes, etc., all to 'promote the development of children's bones' as support, highlighting the protective function of the foot. In this function demands , even if our price is higher, for parents concerned about the healthy growth of children is still accepted. "Yang Jingping, moreover, now mostly only child, a family is often a child is 6 people to buy clothes, the price will not be will be the biggest problem. He predicted that in the future, given the demands of children's products more features brand value and may even stillThan adult brands.

Solve the "R & D factor"

Of course, in order to create a leading independent brand children's products, "the core of a problem is to solve the R & D elements."

Last year, Yang Jingping high salaries to well-known designers in China, please get Dan Ye, Liu Lin joined. To this end, specially in Guangzhou, he rented a 700 square meters of office space, as the company's R & D center.

May 23 morning, the Zhejiang Province in Wenzhou Municipal Science and Technology Bureau of the common enterprise of our country's first comprehensive footwear and Technology Research Institute - "O'Connell Footwear Technology Research Institute" for awarding. It is the only domestic footwear industry through provincial and municipal scientific and technological research and development department awarding institutions.
"O'ConnellFootwear Science and Technology Institute, "the awarding marks promotion to the institute," Guo Zihao "R & D institutions, fiscal year will be funded by the tens of million of R & D funds.
Aokang Group President Wang Zhentao entitled "Leading in technology innovation O'Connell," the speech
It is understood by the O'Connell O'Connell footwear Science and Technology Research Group, together with China Leather and Footwear Industry Research Institute set up its R & D in footwear technology products as the main guide, covering new materials, new product research and development, new technologies, new promote the use of technology, and standardization of intellectual property protection, fashion research, industry seminars and other laws of soft science fields.