The Success Story Of Guo Jingqing, General Manager Of Chia Tai Group

Ten years ago, I returned from studying abroad. Guo Jing Qing Ten years later, the 33 year old "head man" launched a strategic transformation in the shoe and clothing market, advocating a series of innovation and transformation from product design to brand positioning and promotion, from terminal image to market channel reconstruction, making ZEGDA Zhengda brand become the leader of the new fashion style, holding 18 independent patents, taking the provincial science and Technology Award and "hi-tech enterprises" and many other technical honors, and winning the first "China environmental labeling certification" in the domestic footwear industry.

　　 "Sink down" can stand up.

As a highly educated person Returnees "At the beginning of Guo Jingqing's journey, he chose" zero "and started from the grass roots. At first, he paid a real "tuition fee": "because the product data and characteristics are not familiar with, design mistakes can not be seen until the customers come to the door with unfit samples." Since then, he has made up his mind to turn out all the data in the actual operation and to sort out a set of ergonomic men's and women's shoes. Now, the size of the shoe tongue and the size of the shoe toe can be converted to the size of the cloth. He can readily report it, and the difference calculated with the computer is not more than 3%.

"No matter what line you take, you must settle down and get it." Over the past few years, Guo Jingqing has turned over all aspects of production management, personnel management, market management, brand management and so on. The background of the "foreign" background and the "soil" experience laid the foundation for smooth growth and succession. During the interview, he mentioned many times that "the first generation" is produced by the theory of practice and the foundation is deep. But the "two generation" is mostly learned from books, from theory to practice, so it should be more practical.

　　 Innovation can make the biggest return.

"Father is my best mentor." Guo Jingqing followed his father from Guo Tingzhi to shoe factory. In the 90s of last century, Quanzhou's shoemaking industry was thrived. Guo Tingzhi was one of the pioneers of shoe sole production. He introduced TPR and EVA soles production technology. Guo Jingqing is deeply aware of the fact that "only by keeping up with the forefront of technology can we make the greatest return."

Today, under his leadership, Zhengda invested more than ten million yuan in product development every year, and set up a luxurious R & D lineup to improve the scientific research strength. 2010, Zhengda " Rocking shoes "Coming out", using the principle of ergonomics, let consumers swaying naturally and easily. Because of its state-level and world-class patents, it has the characteristics of high elasticity, super skid resistance, super abrasion resistance, strong shock absorption, anti-static, scratch free, and so on. This pair of shoes that make people walk unsteadily not only stabilise the sales market, but also quickly open a window in the field of industry segmentation. In 2011, Zhengda company hired Peking University vertical and horizontal Management Co., Ltd. to scientifically diagnose the internal management, consciously introduce the modern enterprise system, and benefit from management innovation, so that family businesses born out of family workshops will take a qualitative leap from volume growth.

　　 Turn the bow of the blue ocean into waves

A bigger change is in the strategic direction of enterprises.

Guo Jingqing positioned Zhengda as the leader of new fashion life and injected DNA into the brand. He believes that the new fashion lifestyle is becoming a popular subdivision in the footwear industry. On the one hand, with the awakening of self-awareness, people increasingly pursue their individuality, and the boundaries between professional sports and fashion leisure become more and more blurred. On the other hand, the competition between domestic and international shoes and clothing enterprises in the sports field is becoming more and more intense. The brand of the Late Jin Dynasty only has to open up its own blue ocean, "to do our 100% in the area where others only invest 20%."

Through the positioning of brand differentiation and the acquisition of high-quality media resources, the new fashion life concept advocated by Zhengda has been relished, and the brand is also developing rapidly. It has been said that the "two pioneering" of Quan Qi must complete the magnificent turn from "gall" to "brain". Guo Jingqing, who wrote the sample of the "two generation" in this brilliant era.