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 General manager introduced |
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--- Hai-ying (Seahero) golf equipment company LIU
Express reporter DU Bao Yi-Wen / map LIU its native people in Shaoyang, Hunan Province : Date of birth :October 1972 : mouse story zodiac constellations : SCORPION
Ming : the right to a special economic zone, no funds to their own devices.Creation times the speed of irresponsible, irresponsible family, as a responsible new era youth.
LIU said that he never wrote only one thinking.Eight years ago, the people at the golf course found the man turned the ball over a lot,Today, China has become a founder of private capital investment in the golf brands.Now, just sold his golf, there is more than 6,000 a day.Envy the people, and the simplicity of his life when things were going so well, a day bed and then the game of golf.Of course, sometimes he would return to the Stadium Lane as a delivery worker -- it is his.
"Chinese people like golf cards," LIU''''''''s first work,After graduating from a university in the world''''''''s top 500 enterprises and the general manager of the Japanese translation.That was in 1995, when the enterprises in Guangzhou has just been settled, nothing.LIU watched it step by step to build itself up, he said that this time the two five-year universities get to learn things.Later, the essence of his management of foreign-funded enterprises which use them to their own businesses.
The past two years, often with the general manager of the Municipal Golf Course LIU game.He and foreigners exchanges, people would ask, how are you golf with the Chinese people to fight foreign brands,This time he was on the uncomfortable.Once the boss to buy a LIU clubs, they found the clubs was settled domestic counterfeit products.This is his feeling that the self-discipline of golf this noble sport, the market has so many people using fakes."This golf crowd of more sophisticated things, like a business card, involving diplomacy, real estate,between enterprises and other issues. But in 21 years of golf history.Almost 99% of the monopoly of golf products to foreign markets.At that time only one state-owned domestic manufacturers of golf equipment, but the English title,and the subsequent closure of the plant. "LIU said.He would like to have a Chinese characters inscribed with the brand of golf, we want foreigners to use the clubs to play ball.
More importantly, from a business point of view, he is very optimistic about China''''''''s market prospects : Many Stadium,But it''''''''s also very little domestic economic situation to improve, and he has confidence in the future there will be more people but golf.Therefore, he did not consider whether the failure, the key is to enter the market as early as possible."Early and late is the success or otherwise of the problem, and China''''''''s sports industry is a powerful trend. "
"I was a doll, not advertising," This year,LIU spent 300 yuan can be done first engraving his name "Michael" in the suit.600 yuan and then sold to his boss.Golf Course very broad, "sea"; Guide the trend of the times, the industry leading position in the crowd.called "British."LIU boss feels that the time is very interesting, actually put his name carved in the clubs, but I got the barrel of this siteNow it is therefore recommended to the two friends.LIU reprocessing spent 600 yuan of the two clubs, earning 1,200 yuan.
He decided to fight a golf, then take a bus to the suburbs to the beating Moldova cheaper price point Stadium.In his own words, "is so stubborn."To fight golf familiar with the psychology of these people, he would simply go to a driving range to work Yellowstone.They seized a month to the owner of the ball.
Everything is hard in the beginning.How in the circle Maihuo LIU became the biggest challenge.Almost a decade, few Chinese people LIU products, but he said he told a friend :"Michael, if you spent the day Jiang Zemin barrel.I only bought. "He more friends suggested that" British "two Chinese characters removed and replaced English brands,Chinese goods to meet the psychological things, "even if English is wrong, I will buy, or use your pole, I no face. "
However, he did not change overnight.More importantly, this insistence, "Michael" eight years has been at the forefront of the market.performance by 10% a year but the rate of growth.Today, the more than 200 golf market, almost all of the actors are placed in his products.
Eight years, he has done no advertising for the brand."If you do not buy my friends, I tell them to use the media widely telling everyone to buy it, it is not wasting money? "LIU admitted.do promotions than posturing, first, because they have much money.Second, the use of golf products were largely concentrated in a small group of 40 to 50 years of age specific.So facing the mass media for propaganda little effect.But the most secretive in his heart, because they are too young."A 25-year-old guest at the age of 40 to 50 months before it is a doll.How to make a doll so they trust to do things, so in a mature market, I would like to maintain the mystique,not to let people know who the boss is. so doing some things but not others. , "he said.
Then in the end is how to build up the market?This has been a mystery to the hearts of counterparts.The secret lies in the packaging signal from the capsule market to fall in their confidence, LIU : First,Chinese people not to accept, he would extend the market targeting foreign guests."Foreigners very pragmatic, if you things, the price is right.They will buy it. Some foreigners see the two characters and brand of fun.see the printed word in the name of the first Chinese wanted to buy Liugejinian. "LIU laughs.If the friend had heard, removed the Chinese characters on the poor.
Wide look at the bigger picture, LIU, that foreigners are not recognized by the brand, but the development trend of China as a whole.First sold out from the barrel, he organized a golf team, the team now has more than 60 members,Most Koreans and the Japanese.Brand promotion of the activities of his team played a very important role.He organized teams for the monthly competition results in mind, the team members will this happen in a small circle of dozens more :He let members using British products, product quality reputation legend.LIU claimed that this was done to the golf market software.Moreover, the group teams cost is not high, only to take some calls, the system pays AA team from the match.
To not let go any opportunity to put things sold, LIU details of the sale of each product is very innovative.Some of my friends joke he''''''''s too poor packaging of the product, equipped with a box ball, son, too insufficient grades,will pick up the care.LIU each said : "I am old fashioned incorrect. "In fact,He is well in this package -- he was like a guest to pick up the box, the ball fell to the ground will not care.or swap in the hands of the guests, so that they can feel the ball, know what it is flexible.Otherwise, foreigners face an unfamiliar brand, not always so easy to recognize.This was a brand new market open secret!LIU proud to say.
Limited sales allow customers bought the product as soon as possible, LIU has also done a very unique andFor instance, he has two clubs size is shorter for the Asians, with the physique of Asians.Shoes from 39 to 46 codes have code, the same underwear briefs, what people will be able to find a good-fitting things he here."This is Lu Xun said that the take-ism, but to use it to improve. , "He said.
Profit from the sale of the first strut beginning LIU, has always insisted on not mass-produced, each insists that only a small amount of goods.Lane Stadium and all specialize in selling served basis.He set the mode of operations.I started to make some hard golf he suggested that the general manager of a foreign company, and then find a kind of production version of doing business,try to do a few products to sell and try to do a good few.Later, after returning to these veterans took the initiative to introduce a number of sporting goods designers LIU.Now, whenever a designer to give him a contributory innovative new products, he analyzed the market and designers.for the other side of the market is expected to then make a sales operation.If sales did not achieve the desired end, this design will not have to pay.
I asked him why he was not granted a number of large-scale production, low cost sharing, he said : "I have to limit salesIt also introduced a new design, so that guests are wondering whether or not to buy time and leeway.help them make decisions. If he is not buying.may not buy the next time. they have formed the habit of thinking. When he bought it, I have a new cargo out,They also stimulate a new round of the 1,760. "flow of goods, is his rival.
" ''''''''Michael,'''''''' I moved a piece of brick 2008" Today, the Republic of Korea are LIU many golf ball.There''''''''s golf in Japan and South Korea, LIU said that as long as a delivery card, and everyone knows who he is.However, that "English" golf supplies to enter the domestic market, is the 1998 incident.In a very long time, the golf courses are not all mainland goods, LIU refused to put in a word for people outside.A year later, the brand has been gradually used up, guests at the stadium to buy a specified that "British" brand.At this time, foreign goods are expensive, but small profit margins, LIU will move to none other than the charge of the stadium."Slowly, they found that buying my ball, I can at least let the monthly cost to earn. Since then,Many markets have become my position. "LIU said.
LIU now describes himself as a drunkard like playing every day, and again to test their products,"might do domestic product business on the golf I am the only one who will fight. "Liaowang Quartet on the hill from the stadium, heshe knew his golf day can sell 6,000, 60 assorted hatsassorted shoes in the 20 most popular."We must do cause vision can be self-confident,can be a step forward. But vision is to see from a certain height of the development of the whole country, seen,can cause minor issues. , "he said.
Back in June 1995, he had just entered the land of Guangzhou,The first thing to do is go back and forth twice in the Dongfeng Road, Guangzhou, the whole of what geography.In a place to stand firm, he stressed that it must first be understood in the physical environment, a sense of direction is important.it is necessary to act before the framework drawn up, out of view, small start.
In 1997, only a few million registered LIU a boutique brand product sales.and the registered trademark in 2002 to the formal application has been passed.Five years, he said : "The business is doing as the first individual to break out.in the direction towards success. in the past without success, others do not see it herself.but they must know. "
LIU''''''''s dream is to create a successful brand in China''''''''s golf.If a piece of brick houses were built in a remote location, its value is limited, but if you turn it over in Guangzhou CITIC Plaza building.It will add value several times.''''''''Michael'''''''' this piece of brick, before he moved here eight years, and now it has been hard to move.
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