Del Hui: The Founder Of Excellence

In the outside world, the product of "Erhui" can be described as "alternative" - fashion, avant-garde, fashion and concept, and del Hui's unique character is from del Hui's demanding of product quality and the relentless pursuit of perfection by del Hui people.

Around every product's color, style, material and workmanship, the Del Hui people concentrate their attention on each product to ensure that every "del Hui" can stand the test of the market.

Since its establishment in 1983, del Hui has always insisted on self research and technological innovation, and has its own strong production strength, which makes the products more stringent monitoring and guarantee in terms of workmanship and meticulous degree.

According to introducing, at the end of 2001, del Hui had already set up a nationwide product research and development center in the whole country. In the field of raw material selection, product performance, especially the development and design of shoes suited to the Chinese foot, etc.

In 2003, del Hui introduced the designers of Korea and China Taiwan, and set up a huge design and development team. On the R & D side, del Hui intensified its efforts to build a shoe development and design center which was second only to Lining on the original basis.

At the same time, del Hui invested huge sums of money to introduce design camps from Nike production base to carry out last development, materials, processes and equipment.

Now, del Hui has introduced the whole working group, including print masters, designers, moulds, moulds, miscellaneous workers, and even those who have sponge and glue brush. This is also a great pioneering work of Jinjiang footwear industry.

With the development and maturity of the market economy, the homogenization of products is getting more and more serious. Brand is the biggest criterion for consumers to agree with the product. The key to the quality of the product lies in the quality of the product. However, due to the preparation and practice in the early stage, del Hui is at the leading level in the "Fundamentals" of the product.

In 2007, del Hui began to move towards new goals. This year, del Hui focuses on product upgrading, from material to equipment, from equipment to technology, and has greatly improved.

In addition, del Hui also introduced a complete set of assembly lines from Europe to the new production workshop.

Therefore, del Hui has held four order meetings this year, and every time it orders, there will be nearly 300 new products to the market.

According to insiders, the actual development style is far more than the number of "300", but 5 times that of it. That is to say, these more than 300 styles are selected from 1500 styles.

So we can see how harsh the product quality is.

Del Hui always adheres to the "backyard" of quality. Chairman Ding Mingliang said that a strong company must have the ability of independent development. It must be faster than its rivals in the pace of development, and must create popularity.

The design and development need huge investment, and from the trend, the proportion of this investment in the company's cost is bigger and bigger.

For this reason, Ding Mingliang is very confident: "although we need to further learn from the international excellent brands in terms of brand, we need to learn from international brands like Nike, Adidas and Reebok in terms of production."

Today, in the era of creative economy, Ding Mingliang has also led him to a competitive way of differentiation -- leading the trend of "creative upgrading" of Chinese sports brands and creating a new pattern of sports brand development.

Ding Mingliang said: "the healthy and progressive way of consumption should be to pursue high quality instead of high price, relying on brand rather than blindly pursuing famous brand."

"Creativity attracts the eye, creativity creates individuality, creativity brings experience."

The "creativity" advocated by del Hui is an innovative idea and behavior that goes through the process of product design, production, brand building and dissemination. It is embodied in the idea of creating a brand new sports and leisure culture and innovating the price concept of Chinese sports brand.

Dell's brand creativity, marketing ideas, product creativity, advertising creativity, business model creativity and industrial strategy all run through creativity.

In 2001, del Hui launched the "street cool fire" series, which became popular. In 2002, the "city phantom" series was launched, and fashion was launched. In 2003, del Hui launched the "N degree space" series again. The new products have won the praise of distributors, retailers and consumers in product color matching, production technology, taste quality, price and so on, and the sales performance has been further improved. This is the proof of the development strength.

Creativity provides a powerful power for del Hui, and also provides a solid foundation for the development of "de Hui Hui" brand. The brand personality of creative spirit becomes the most important weapon in the competition between del Hui and foreign brands, the most powerful weapon.