Exclusive Interview With Chairman Voight Cai Jinhui: Brand Strategy Of Professional Basketball Players

October 18th, when all

At present, Voight strongly advocates street basketball culture, which comes from the strategic positioning of corporate brand "basketball player".

From the earliest choice of basketball, and then to professional basketball, now it focuses on street basketball based on professional quality.

Why is there such a change? What is the relationship between the consumption environment and the change of brand structure?

Cai Jinhui: we have been concentrating on professional basketball and constantly deepening it.

First of all, as a "basketball player", the requirement for the product must be professional. Secondly, the preference for basketball must also be "professional", that is to say, basketball players should not only love basketball but also basketball.

What we need to do is to constantly develop basketball culture and basketball into a deeper and wider direction, and make the most professional basketball shoes for basketball players.

Because of the overall improvement of social living standards, more and more consumers are more professional, whether from the protection of the body or from the appearance of style and fashion.

It is believed that after 5 years, every consumer will be equipped with a set of professional shoes suitable for all kinds of sports.

Our goal is not only to enable professional sportswear to have excellent professional sneakers, but also to allow more amateur sports people to have Voight's professional sports equipment.

Voight chose to take the road of differential competition and subdivide the market under the macro grasp of the market, to find out our advantages, and to go out of a special road that belongs to Voight.

What are the unparalleled advantages of Voight's products, which can provide basketball players with the most professional basketball equipment?

Cai Jinhui: in Voight's product structure, 1/4 is doing street basketball and 3/4 is a professional basketball player.

From 93 years to start making shoes, 96 years began to Fila, And1, Prince and other international famous brand OEM.

During the 15 years of shoemaking, we learned a lot, especially foreign advanced technology research and development, standardized production, process monitoring, team management and so on, all of which provided a strong guarantee for Voight's product quality.

In addition, with the leading international innovation and development capabilities, the Voight Group R & D center has been awarded the first provincial technology center of the footwear industry in Fujian province. It has developed 3 patents and 9 design patents, including "national inspection free products, export exemption, Chinese famous brands, well-known trademarks" and other national honorary titles.

It can be said that Voight has always been in the leading position in basketball shoes in China.

In our view, based on Voight's professional basketball advantage, brand positioning is more inclined to "street basketball players".

Is there any contradiction between street basketball and professional basketball?

Cai Jinhui: in our impression, street basketball is just like tricks, but it doesn't look good. But street basketball and fancy basketball are two completely different concepts.

Street basketball juggling dribbling, imaginative pass and dunk, with strong Hip-Hop music integration, style, freedom and creativity, but also need strong arm strength, waist force, jumping ability, perfect movement coordination, these are professional basketball players must have the quality.

In this year's Voight's "crossing the sky" street ball activity, the only Mr.720 on earth can finish the 720 degree turn dunk in the air.

Mr. 720 is recognized as the most powerful dunk player in the world, and his level is far higher than the boring NBA slam dunk championship.

This is the power and charm of the street ball.

There is no contradiction between street basketball and professional basketball. Professional basketball skills can be best displayed and used in street basketball.

Challenge basketball limits and show yourself. Street basketball representatives have no pursuit of basketball skills and performances.

It fully explains the creative spirit of the new generation of young people.

While we are stimulating basketball culture, we need to gather more people through street culture and community culture, and join basketball in this big family to realize the happiness of basketball. While playing basketball, we can make basketball more popular and faster.

"Voight -- the first brand of Chinese street ball", what do you think is the biggest challenge facing Voight in achieving this goal?

Cai Jinhui: "shoes enterprises do brand, is marathon, not sprint".

The first thing Voight wants to do is to make the product quality and make the brand promotion.

Some people say that Voight, who made the brand after making the product, has suffered losses. Although our products are doing well, they are far less famous than other brands in China.

We have also thought about this problem. One of the main problems is Voight's determination to make products: we must make the product well before we promote the brand, otherwise the larger the brand, the faster the death.

Therefore, we prefer to eat this "deficit". Now we eat a little loss just to avoid "big losses" in the future, but also for the long-term development of Voight brand.

Similarly, we also recognize our shortcomings in brand promotion and channel construction. We must sell the good products and let more people wear Voight's basketball shoes when playing basketball, so that what we do is more meaningful.

There were good resources in the past two years, so Voight had a "street crossing" activity.

We invited the S.K.Y street team, the most famous street basketball player in the United States, to China to compete with the most local Street players in China, and signed 8 Chinese local Street players who were selected from the competition to jointly endorse the Voight brand, trying to get consumers to get to know Voight better through the competition. From the current results, the activities were very successful. It made consumers directly participate in the construction of the brand and directly felt the excellent quality of Voight's basketball equipment.

Next year, we will continue to spread across the country. More than 3000 basketball matches and more than 1100 teams will allow more people to join our team to experience the charm of street basketball and Voight basketball equipment, and popularize the Voight brand concept of "bringing the most professional basketball equipment to the public, allowing more Chinese people to enjoy freedom and enjoy the happiness brought by basketball".