Morgan and company of wheat the name of a river in Shaanxi and Henan provinces (Morgan

Line of business of shoe of Zhejiang treasure road limited company (factory of shoe of jade annulus county and Hong Kong are special power limited company is joint-stock) establish 1993, it is sale of design of development of a market, production those who be an organic whole is medium harbor joint ventures. At present the company has product line of 6 modern shoemaking and advanced manufacturing facilities, major is engaged in ” Tong Tian ” the production of shoe of Tong Pi of card set fashionable dress, recreational children’s footwear. The company owns national market network, service network and information network, these information networks supported company scientific research and development system strongly, promoted the marriage of development and market thereby. Of production ” Tong Tian ” card children’s footwear, the paragraph actors or actress newly character, will get for years the favour of broad consumer. Popular whole nation saves the product each city and area, enjoy higher prestige and famous degree. “Tong Tian ” card set children’s footwear ever was had the honor to win early or late ” the country avoids check product ” , “Zhejiang famous brand ” product. The enterprise is successive 8 by the county industrial and commercial bureau is judged for ” defend contract, heavy credence ” unit, was judged to be 2004 provincial ” defend contract, heavy credence ” unit. 2004, 2005, 2006, was judged to be by guild of Zhejiang province leather respectively 2007 provincial ” progress of science and technology is excellent enterprise ” , ” safe and civilized advanced unit ” , ” harmonious energy company ” , ” perform social duty preeminent company ” , jade annulus county ” business of 100 strong industry ” . The company passed ISO9001-2000 quality to manage systematic attestation, standardization attestation of good deed system reachs 3 level metric system attestation, insist to carry out ” genuine service, carve is perfect, achieve Chinese children’s footwear the first brand ” quality guiding principle, make comfortable, elegant product make consumer satisfactory to the utmost.

随着每年卡通授权费的提升以及儿童逐渐成人化的现实，如果再把企业的发展全部依托在卡通品牌上，那将是非常危险的。一旦授权被取消，或者卡通形象过时了，企业将非常被动。”　　在诸侯混战的儿童用品领域，谁将最终笑傲江湖?34岁的杨敬平带着这份野心，接过父亲手中打拼了20多年的足友江山，开始了他运筹帷幄的突破之路。　　“虽然目前儿童用品领域还处于产业发展初期，国内还没有一个强势儿童用品品牌，但这恰恰就是我们发力的好时机。”杨敬平说。　　“300计划”　　今年，在杨的决策下，公司提出将以往的卡通品牌向卡通形象代言转化，并在儿童用品领域，率先推出“双自主品牌”策略，同时启动了“300计划”，即将足友2009年终端系统全面升级，以“足友生活馆”的全新终端形象统一亮相，完成300个全国范围内的布局设点。　　杨敬平是个想到就要做到的人。在多家儿童用品企业高声呼唤筹建“儿童生活馆”的同时，杨敬平已经在路上了。到目前为止，足友在福建、云南、重庆、浙江等地已开设了20多家儿童生活馆，其产品涵盖了儿童生活的大多数形态。“今年底，我们的儿童生活馆将计划开到300家。”杨敬平说。　　应该说，从批发起步，到借用卡通品牌发家，到如今启动自主品牌，杨敬平早早就做好了战略布局。　　第一招，公司在原有童鞋的基础上，拓宽了产品面，进军包括服装、帽子、袜子、文具、运动装备在内的儿童用品领域，因为“童鞋市场单点突破的时代已经结束，现代儿童产业的竞争，已进入企业综合实力的竞争，唯有打造自有品牌，打造综合类的产品，以‘儿童生活馆’为依托，企业才能升级发展”。　　第二招，针对卡通产品已具备的广泛渠道，杨敬平将卡通形象转化为品牌形象代言人，以借助卡通之势，缩短自主品牌建设之路。而等到自主品牌运作成熟，他们将慢慢摆脱对卡通授权的依赖。　　“虽然在企业转型的第二阶段，依托卡通品牌，让足友赚到第一桶金，但是经过这几年的发展，卡通品牌的附加值提升日益艰难，真假难辨，再加上卡通的授权问题，让我们无力放开手脚大幅投入，这就逼着我们必须寻找另一条品牌突破之路。”杨敬平坦言。　　“双品牌”策略　　品牌突破之路究竟该怎么走?能否借鉴泉州传统鞋服行业的品牌发展特点?杨敬平一直在思考。　　今年，杨敬平针对每个市场重点客户的实际状况，在儿童用品领域率先推出了“双品牌”策略，分别命名为“足友JOYOYE”和“里奥迪克LeoDica”，前者主打中端市场，后者主打高端市场。“虽然目前儿童用品领域还处于产业发展初期，国内还没有一个强势儿童用品品牌，但这恰恰就是我们发力的好时机。”杨敬平说。　　然而，对于足友提出的高端策略，业界并不看好，甚至有人认为这是“天方夜谭”。他们认为，儿童用品的消费者和购买者人群并不一样，加上儿童的生理特点，买一双鞋子更新非常之快，很少有家长会愿意花两三百元去买一双高端“品牌”童鞋。因此，和成人品牌相比，儿童用品品牌的附加值很难体现。　　对此，杨敬平有自己的坚持。他认为，儿童用品品牌的附加值和成人品牌应该区别看待，前者更多是通过功能诉求来体现其价值诉求。因此，今年，他们提出了“健康呵护专家”的品牌口号。　　“比如，我们在童鞋的研发上，侧重突出健康的理念，在面料、鞋底等的选择上，全部都以‘促进儿童骨骼发育’为支撑，突出保护脚的功能。在这种功能的诉求下，即使我们的价位更高一些，对于关心孩子健康成长的家长来说还是会认可的。”杨敬平说，此外，现在独生子女居多，一个家庭往往是6个人给一个小孩买衣服，价格将不会是最大的问题。他预测，在将来，赋予了更多功能诉求的儿童用品品牌附加值，甚至可能还会超越成人品牌。　　解决“研发要素”　　当然，要想打造国内领先的儿童用品自主品牌，“最核心的一大问题，就是要解决研发要素”。　　去年，杨敬平以高薪请得中国知名设计师叶丹、刘霖加盟。为此，他还特地在广州租了700平方米的写字楼，作为公司的研发设计中心。　　叶丹是国内第一个被邀请加入耐克公司的职业原创设计师，曾服务于李宁、匡威等国内知名运动品牌，而刘霖作为中国服装十佳设计师，作品在国内设计大赛上屡获大奖。在加盟足友前，有多家企业同时向他们发出了邀请，而杨敬平开出的薪水绝非最高的。那么，究竟杨敬平是如何打动他们的呢?　　原来，为了增强研发实力、物色设计人才，杨敬平足足花了一个月的时间，蹲点设计人才云集地广东。没有依靠猎头，也没有依靠人才市场，他颇为“聪明”地走了一条捷径：通过熟人引荐，加入广东省服装行业协会担任理事。在专业组织的平台上，他很快就掌握了一批优秀的设计师资源。最后，经过沟通了解，杨敬平选中了心仪的人选。　　杨敬平说，当时，碰巧叶丹也正在搜寻适合个人成长的企业，在成人鞋中建树颇丰的叶丹，也正考虑到另一个全新的领域崭露头角。当他把足友的发展思路一介绍，叶丹很快就对儿童用品领域产生了浓厚的兴趣。于是，叶丹很快就加盟了足友，担任童鞋设计总监，而刘霖则担任童装设计总监。　　两位高手的加盟，足友的设计制作团队一下子从50人发展到100多人。同时，公司内部还对外引进了20多位职业经理人作为智囊团，为企业从传统家族企业向现代规范化企业转型打下了人才基础。“有了这些核心的优势资源，我们进军国内领先品牌，就有了依托。”杨敬平说，做企业就好比打仗，要想胜出，单靠司令还不够，还需要有优秀的指挥官、参谋长，带领大家一起往前冲。　　人物印象　　艰难的“守业”　　在杨的办公室墙壁上，高高挂着“奋进”二字。“这就是我的座右铭。”一见面，朴实的杨敬平就对记者说。因为，在他看来，父亲成功完成了“创业”，而他肩负着的，则是更为艰难的“守业”，他唯有不断“奋进”，才能带领企业常青发展。　　“他几乎没有休息日。”杨敬平的手下、公司营销副总马德峰给记者讲了一个生动的情节：有一次，杨总去上海考察市场，凌晨一点多飞机回到南安。当时，杨总特别兴奋，心中一连想到好几个关于上海发展的新思路。于是，当天凌晨两点，硬把马德峰和另外一个副总叫起来，和他们探讨上海发展的可行性方案，一直到天亮。而第二天，杨总仍然像平时一样，照常工作。“真是不得不佩服他的精力。”马德峰说。　　这样的例子还有很多。用杨敬平的话说是勤能补拙。“特别是在当下泉州企业快速发展的阶段，如果老板不努力、不奋进，那么如何带领一个企业发展呢?”　　对话　　新品牌模式　　《老板周刊》：作为二代老板，你和你父亲在企业运营上有什么不同吗?　　杨敬平：我们所处的时代不同，在企业的运营思路上肯定会有一些不同。在上个世纪80年代，我父亲创业，更多的是凭借历史机遇和闽南人爱拼敢赢的精神。但是现在，我考虑更多的是如何让企业可持续发展。这单单依靠拼搏精神还不够，还需要依靠各方资源、优秀人才和科学的管理，才能够助足友走上现代化企业之路。所以，我现在很注重自身知识和能力的提升，比如去读清华总裁班、去北大学习品牌运作管理课程等，只有你提升了，你才知道如何借势，如何带领企业走向更大的成功。　　《老板周刊》：现在，足友将卡通品牌转换为卡通形象使用。同时你也提出，未来将渐渐淡出对卡通的依附。当完全脱离了卡通之后，你们也会聘请明星代言品牌吗?　　杨敬平：应该说，从2001年，足友成为行业内第一家启动卡通授权品牌的童鞋企业后，先后签约奥特曼等五大卡通形象品牌。卡通在企业发展阶段中起到了非常重要的作用。但是，随着每年卡通授权费的提升以及儿童逐渐成人化的现实，如果我们再把企业的发展全部依托在卡通品牌上，那将是非常危险的。一旦授权被取消，或者卡通形象过时了，企业将非常被动。于是，从2006年开始，我们启动了自主品牌建设。　　同时，我们并没有马上放弃卡通，而是将卡通品牌转换为卡通形象使用，并只在6岁以下儿童鞋上才用到卡通形象。今后，我们将逐步过渡，慢慢淡化卡通形象。至于是否会请明星代言，还不好说。不过我相信，足友一定会找到一条新的适合自身发展的品牌模式。　　《老板周刊》：安踏、匹克等体育用品品牌，纷纷涉足儿童用品产业，你是否感到有压力?　　杨敬平：这正说明了，儿童用品产业潜力无限，未来一定大有可为。其实，对于安踏、匹克等体育品牌的介入，我们反而更加高兴，因为要做大做强这个产业，不是单靠一两家企业孤军奋战就行的。而且，有了他们的加入，能够更快更好地带动整个产业的发展，有利于行业内互相学习、借鉴，对于儿童用品配套产业的成熟，都是有益的推动。

Human body labour learns to design the baby that suits different age and children, more profit grows at health of darling sufficient ministry. Stylist of professional baby children’s footwear designs development, bring high quality brand to enjoy for darling. Shoe money is fashionable, those who reveal darling is lively and lovely. The space inside the shoe is comfortable, breathe freely, fabrics environmental protection, soft, caress crural ministry skin meticulously. Sole chooses wear-resisting, prevent slippery material. 10 thousand treasure shoe plants of 4 meetings city only then built 2000, it is the manufacturing trade that a major pursues design of baby children’s footwear, production, with ” it is with the person this, gao Zhigao effect ” for the tenet, develop for original seek with be as good as one’s word, course of 8 years, the production that we accumulated powerful professional group, advanced production facilities and maturity manages experience, manufacturing site amounts to 8000 square metre. Guangdong visits 10 thousand treasure shoe plants of 4 meetings city (farsighted shellfish) farsighted shellfish online seek advice: Http://www.baobei360.com/zhaoshang/Items/rainbow/ address: Guangdong visits 4 meetings town east the city zone watchs Dong Ludong square alley high 7 phones: 0758-3122828 fax: 0758-3122838 network address: Http://www.rainbow-kids.cn

Morgan

“Dr. Kong ” initiate ” check foot deserves to fill up, move shoe culture ” , the design gives the healthy children’s footwear that suits different children sufficient department, take the lead in advocating ” the shoe should have lumbar character, the bottom in finalizing the design ” , become shoe travel pioneer. Be in ” Dr. Kong ” before healthy vamp world, if have a foot painful and those who need major is sufficient ministry examination, the citizen needs to demand medical service to clinic, less person knows sufficient suffer from with the relation; between the shoe on the other hand, to the shoe the shop buys a shoe is self-help type almost, stress design only. “Dr. Kong ” establish healthy shoe special inn, foot of will professional check and photograph of general shoemaker service are united in wedlock, create ” Check

Farsighted shellfish baby children’s footwear serves as home new brand of rise own baby children’s footwear, brand backside is factory of shoe of 10 thousand treasure 8 years the crystallization of experience of production of design of baby children’s footwear, hold to ” it is with the person this, gao Zhigao effect ” tenet, products plan is clingy the market, human body labour learns to design, product shaping is lively, lovely, choose makings environmental protection, health, the farsighted shellfish of high grade product and consumer are closer. Guangdong visits 10 thousand treasure shoe plants of 4 meetings city (farsighted shellfish) farsighted shellfish online seek advice: Http://www.baobei360.com/zhaoshang/Items/rainbow/ address: Guangdong visits 4 meetings town east the city zone watchs Dong Ludong square alley high 7 phones: 0758-3122828 fax: 0758-3122838 network address: Http://www.rainbow-kids.cn

All previous classics 100 old changeable, and last long up to now, of countless brilliant, witnessed one by one ” dream spy charming ” the brand makes common people deep already embalm. “Dream spy charming ” come from the nation that leads fashionable tide — France. The product is given priority to with recreational series, campaign series, fashionable dress series. The French vogue of authentic original is savoured, provide unusual novel shoe fund extremely, explaining the fashionable and costly breath with its inherent brand. Measure body custom-made product for Chinese family wholeheartedly, let nobility become you to be enjoyed simply of the life. “Dream spy charming ” get used to cheeper of Yu Congxue pace extensively to arrive 12 years old the teenager children of one full year of life. Act as agent to each / agency executes the whole nation to unite acting price / retail lock decides distribute price; region market unites the price. Make the figure of high level terminal that brand shop of department store, figure pays equal attention to, with the attitude of high-end product, market of the high end in quick race to control. “Dream spy charming ” lead fashionable tide, make in every consumption climax, can make a client right ” dream spy charming ” the product is adored times add.

Morgan

The terminal of the market is the development that decides a brand, nice brand gift gains good market, good market is sure is the commanding elevation of gain. 2009, essence blocking man follows fixed position, beat Chinese girl continuously, mature teenager consumes the real demand of the group, the disappear give a lot of care that captures them manages, with the product of much systematize combination satisfies their personalized pursuit, the shop of shoe of Chinese teenager life that makes extremely rich distinguishing feature blocking man, establish inside the industry had classic example, gain more market approbate. Ka Ding walked into Hunan in July 2009 individual plant continent launchs Ka Ding brand 09 sale peak is met, terminal of market of region of base oneself upon undertakes sending force, undertake with terminal channel face-to-face communicate directly with communication, make jointly block fourth terminal to implement the strategy eventually. In market competition increasingly intense circumstance falls, “Channel get the upper hand of, terminal is king ” the consensus that the concept already became Ka Ding and agent. Accordingly, ka Ding will interrupt a program to put strategic height, raise terminal strategy to tactical administrative levels to consider. The mode of terminal business operation of a whole program mentions agenda to come up, difference changed sale strategy to be detonated continuously 2009, the exposure rate that promotes Kadingpin the brand and famous degree. House of shoe of life of teenager of China blocking man upgrades in the round, be pounded with brand-new figure and come. The will comprehensive in October 2009 Ka Ding that start takes the construction that holds career ministry, according to terminal development speed is built