Although be in early 2003, new Balance already name of its Chinese brand by “ Niubalun “ change for “ Xin Bailun “ , and established Chinese branch formally, but till last year in October, sit in the new office that is located in Shanghai Fuzhou road, the bark intense name that comes from Singapore just feels all becoming to resemble the appearance of a company truly, “This ability seems to want to begin to do a business eventually, you did not see the office before us, very pitiful. “
Bark intense name is the market chief inspector of company of Xin Bailun China. After assuming office in April 2008, begin to be in charge of Xin Bailun working in the market of Chinese area in the round. “Our fixed position makes professional ran shoe namely now, popularize in China ‘ canter ‘ concept — a kind of new way of life. In China‘s current sneaker market, this is a new idea, but we are good at this. “
Begin to calculate from acting 1990 end case, xin Bailun enters Chinese market to had exceeded 10 years, make with the contradiction between the agent Xin Bailun is in China however however market experience classics is rough. Arrived 4 years of 2002 1998, it exited Chinese market almost completely. The company alleged for a time 2003 “ regain China market “ , but just be change the agent that is in Guangdong into the Taiwanese, xin Bailun still wanders in market brim later.
“We call in completely now dealership, begin oneself to make Chinese market. “ bark intense name says. According to hold the post of Michael Wellman of Chinese division president newly to be in the view by 2007, xin Bailun should be in China to extend current 270 doors inn 1000 before 2012, china of Xin Bailun fashion into brand of shoe of the first ran, promote the whole world that is Xin Bailun the 2nd big market China, sale of implementation whole world breaks up one time.
“This, we are a cause client locks what be China surely is medium produce estate, it is the 25 markets that reach this 45 years old to mature. “ bark intense name says. Apparent, xin Bailun is in regain China the market when, the decision is duplicate they are in the United States the successful experience of the market — the United States is Xin Bailun‘s stablest market all the time. Execute from 1986 “ do not ask spokesman “ since strategy, xin Bailun is depended on dedicated roll out with continual ground all sorts of so-called the walk with vigorous strides that accords with human body labour to learn and canter series shoe money, conquered the United States is broad in produce estate — once selected some kind of product,retain quite the estate that brand loyalty spends.
But the road of regain was not envisaged it seems that in so simple, the Chinese market that Xin Bailun faces also is not that market 10 years ago again. Be in especially Xin Bailun flounder in a few years of time between the agent, its competitors already let his brand development popular feeling. Be able to bear or endure overcome the money newspaper last year June to show, its exceeded 1 billion dollar in the sale of Chinese market, be next to American base camp. And Adidasi also predicts the sale in Chinese market arrives to will exceed 1 billion dollar 2010, exceed the sale that is in Japan, make China makes its whole world the 2nd big market. As to the motion of Chinese mainland brand plum coulds there be, already was by 2008 opened brand shop 5000.
Xin Bailun must be gotten have a few change. They want the first step that make, it is to reverse the market image that ambiguous in Chinese consumer memory market locates and has been changed by the brim.
Sport100 is the chain store that China runs athletic commodity, its market popularizes department manager Yang Yin to say: “Arrived 2007 2008 these two years, we can find Xin Bailun‘s change apparently, the figure that is shop above all was done adjust, update it seems that moderner, there still were a few straight battalion stores that oneself run 2008; Go up namely on the other hand the rate of new money is rapidder, and also begin to do a few bigger market activities in bazaar. “
In Yang Yin‘s impression, xin Bailun distributings in Sport100 at the whole nation the chain of 16 cities has shop almost in shop, but all the time “ advertisement is less “ , seem to do not have very stable system, be able to bear or endure than brand of a gleam of gram and Adidasi, expression grabs an eye not quite. “But I know this brand still is done well in abroad, major makes ran shoe. Seem to just call in before long before him representative was done, I feel hopeful still. “
Comparing Yang Yin to experience what change to this kind deeplier is Zhang Zhixiang. He joined Xin Bailun 2006, the sale is made in the inn that Shanghai Zhongshan park is located in in Xin Bailun all the time before this, he turns to Nanjing by 2008 east road 100 east the straight battalion inn of building Xin Bailun does inn to grow. “When I just took a company 2006, still be the Taiwanese is being done. The feeling at that time is whole company very random, a lot of shop are palletter also, and supply of goods is very flabby calm, taste newly little, return be in short supply of constant regular meeting. We these counterjumper seem to also do not have what connection with the company. “
Zhang Zhixiang says 100 east the shop of the building is former also be the agent is being done, after Xin Bailun takes over straight battalion, decorate afresh besides storefront, besides the stage property that had more to reveal, the speed of new money is mixed on of supply of goods also have very big change amply.
Be in 100 east building, xin Bailun shop tightens those who be next to Adidasi shop. Under photograph comparing, adidasi‘s shop wants a lot of bigger, all around paste a lot of gigantic spokesman figure placard, the product color that displays in inn is more bright-coloured also, green breath is grumous. Xin Bailun appears more sedate, advocate hit product sneaker to be displayed according to set number go up in metope, color is much with grey, white, black give priority to.
Zhang Zhixiang says, come in Zhou Yi Zhou Wu‘s weekday, everyday the person discharge in inn is in about 25 to 30 person-time. Sport100 is in 8 of bazaar, the consumer that comes on in every case has clear shopping demand mostly, of gad not much, “After explaining through ours so, buy rate is higher still. “
Be similar to this, calling in formally after dealership in the time that influences near 1 year, xin Bailun began to have a few marked change: Shop amount is added reach 400, system of brand exclusive agency also begins work up — have 2 million yuan of fund, organic meeting becomes Shanghai and even country one, the acting agency of second line city.
Xin Bailun still plans to manage pass on of inn of partial straight camp to agency, make amount of agency door inn and amount of straight battalion inn will keep balance henceforth, progressively by 3 current: 7 rise to 5: 5. On the other hand, old have store also one by one is transformed, and was rolled out December 2009 “ 996 “ series running shoes. This color is bright beautiful, of the breakthrough that the set that designs vogue is regarded to be Xin Bailun make.
“We can cooperate the characteristic of Chinese market to make the attempt of a few fashionable respects, the key that is us only still is put in ran shoe series, and meet cooperate this concept develop the large market activity that does a series of abidance. “ bark intense name says. “Love / hate, new balance “ the way performs an activity is among them one of. This is Xin Bailun from 2008 the bottom begins, the way that runs in succession in the city such as Shanghai, Beijing, Wuhan, Qingdao, Chongqing develops, promotion regards the motion of a kind of lifestyle as the idea ran.
“Now ‘ balance love hate ‘ publicize short to go up in the network click a quantity to be achieved many times 300, be in additionally a lot of circumstances for instance the video advertisement of the taxi, also can see this short film, this let a lot of ran lover know our brand from this, at the same time we also found a lot of ran amateur. Next, this group of people are our service object, “ bark intense name says, “This activity is started in the synchronism inside global limits, we still can have second half of the year 2009 a large promotion activity that is aimed at Chinese market technically, more people can understand slowly and be familiar with Xin Bailun. “
Choose star to go out with a lot of athletic brand advertisement act different, “Balance love hate “ what short tells about is a common ran lover get up in early morning prepare the heart when ran takes exercise struggle process. When Michael Wellman is describing the idea of balance love hate, express: “This activity with relaxed and fascinating pattern makes ran human nature is changed, in struggling these to take reality with individual breakthrough thereby, come. We hope to pass this kind of deepness with consumer to communicate, establish the affection tie with consumer, education brand loyalty is spent. “
Should build with consumer however continuously effective affection is communicated, sheet relies on a road 9 times to perform an activity apparent and insufficient, this is the work that ran adviser of Xin Bailun needs to do. Zhao Lin graduates from Shanghai sports institute, regard Xin Bailun as exclusive ran adviser, every week 3 to weekday, he can appear in Xin Bailun‘s brand shop, prepare to be the customer that buy and buys ran shoe possibly to serve at any time.
“We do not do any promoting absolutely, we just recommend the sneaker that they need most and suits most to them according to the circumstance of guest itself, the professional problem of any concerned ran that also answer a guest to put forward of course. “ Zhao Lin says.
Besides the service that be stationed in inn, another job content of Zhao Lin runs about namely. He says, shanghai has had the ran group of a lot of initiative composition, also have the website that a lot of ran him lover build, his job gets in touch with these ran lover namely, run about next according to their time.
“Current condition is weekly undertakes agreement running in century park. Every time left and right sides of about 70 people, everybody runnings together pace, communicate a few knowledge about ran and experience again. “ with be in inn, zhao Lin does not do any promoting, “May mention Xin Bailun of course, and the ran that everybody also knows to I am Xin Bailun is advisory, but I won‘t be promoted conciously absolutely. The company gives my task, extend the concept of ran namely, contact more ran lover and let them correctly ran. “
Resemble Zhao Lin in Xin Bailun at present such ran adviser has 7 in all. They begin the work from November 2008, “Now still is a phase that fumble “ . Fumble in this in level, run besides the peace treaty that be stationed in inn, they also try to walk into fitness meeting place, make with ran lover communicate directly, the Sibaduhui of the has Beijing abstruse force fitness that has cooperated at present and Shanghai. Now, xin Bailun had had his ran club in Beijing and Shanghai, future still can be extended wait for a city to Hangzhou, Nanjing, Shenyang, Jinan.
In addition, the ran match with ceaseless multiform organization and commitment are large ran activity, also be Xin Bailun‘s important henceforth market step. Bark intense name is to this explanation: Xin Bailun does not ask star acting character, do not be equal to the budget that does not have advertisement and promotion. We can have more mix optionally specific aim, capture us most the customer that wants to capture.
By 2008, michael Wellman expresses when accepting media to visit, a bit Xin Bailun is the most important after regain China market, it is to should have hope, and want economize to avoid running short. Look now, this word explained well calling in after dealership the change of the Xin Bailun in a year of many time. This is in the United States by in produce estate wide for the brand that like, will to China hope to continue to use its old method now, go holding its old guest.
Go up in current Chinese inland market nevertheless, estate is produced to appear to still be done not have in so expand, also do not have so rational. More consumer appear to be able to get more easily when choosing athletic brand the advertising guiding, attraction that suffers star spokesman, pay attention to appearance and wet fluidity more, is not so the width that cares about vamp to after all a few kinds can offer an alternative. This will be remained inside very long period of time probably pay attention to professional with the Xin Bailun that scrupulouslies abide by a tradition after regain China market, the biggest challenge that faces.