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In Eastern Europe, Chinese goods became synonymous with low-grade goods

. How can we reshape the image of domestic products? In recent years, one created by the Chinese local brands of athletic shoes, "Wink" for its high quality and successful business operations exploratory step taken -

According to Hungary, "New Guide" report, in Hungary and its neighboring countries, one created by the Chinese sports shoes brand "Wink" is debut. In 2002, Wink sports shoes in the whole region of the annual sales of more than 3 million pairs, only an average of every six individuals in Hungary had had a Wink to buy shoes. Wink on the success of the new image of Chinese products to enter the Eastern European market can learn from experience.

Tree Chinese brands - to pretty up the image of domestic products

Wink founder of the brand name Wei Xiang, graduated from Fujian Normal University, 1990 to Hungary, and soon began doing business. In 1992, Wei Xiang, a trading company registered in Hungary, named, "he Rondas" Hungarian means "wink", the main business of footwear, and soon earned a first round of financing. In business with forward-thinking Wei Xiang, and not money "frozen" up or simply to expand trade scale, but decided to play their own brand in Hungary. Create a brand is a difficult road, not only require a longer cycle, and more capital investment, and its commercial prospects are uncertain. However, after several years of effort, Wei Xiang finally break a piece of the market in Eastern Europe.

Beginning, Wei Xiang will own branded footwear business, "he Dragon Dash" brand sold in Hungary. But he soon discovered that the name not international, not easy to become a good reputation and popularity of the brand.

After some research and market surveys, Wei Xiang decided to switch to "Wink" as its brand name, dedicated to sports shoes.

"Wink" word in English the "blink", "flash" means, the name of a simple and neat, quite dynamic, as the brand sports shoes just right, people Never forget.

With their own original art foundation, Wei Xiang personally designed the icons and words Wink trademarks, both red and blue and white graphic marks another dynamic foreign flavor is very noticeable. In 1994, the domestic procurement and marked the beginning Wink logo shoes market in Hungary.

Wei Xiang was found through market research, in Hungary, "Nike", "Adidas" and many other international brands have already occupied the high-end sports shoes market price of about 15000-25000 HUF; low-end athletic footwear market is China fair average of the world, sells for 2000-3000 HUF; mid-range products that open up the possibility of a still, but some mid-range price of branded products up to about 8000 forint.

Thus, Wei Xiang will be positioned Wink shoes that have the potential of lower midrange market. So, in Hungary Wink boutique, sports shoes prices are generally a pair of 5,000 forint, very suitable for general public consumption.

The next question is how to open the market for products, building brand image in the minds of consumers. Taking into account the limited financial resources, "Wink" decided to brand publicity in two steps: first the face of dealers, and then to consumers.

The beginning, "Wink" does not have to do business in the mass media advertising of financial strength, can only supply information for the dealer to launch advertising trade magazines. The need for local distributors to accept a new brand is not easy, let alone "Wink" Chinese products are the background. In Hungary, the often happens: Requires dealer supplied a "Wink" is the product immediately back down for fear of not guarantee quality. In view of this, "Wink" in the domestic order, the strict quality control, willing to pay for every pair of shoes than any other manufacturer orders from 0.5 to 1 U.S. dollars higher than the price. "Wink" also paid attention to the selection of the strength, reputation, good domestic enterprises as its main supplier.

Product sales - first step in commercial advertising

Wink shoes as reliable quality, meet the local consumer price level, therefore, more and more dealers began to "Wink" order. Wink shoes gradually opened in the local market.

At this time, "Wink" launch began advertising in the mass media. "Wink" still take the two-pronged approach: First, newspapers, television, radio and street billboards to launch commercial advertising, the second is a strong endorsement for the product characteristics of disabled sports and competitions to promote in the population corporate and brand image.

Since 1995, "Wink" sponsorship of sports projects, which first select a stronger hockey team of persons with disabilities. Team of persons with disabilities in 1997 in Toronto, Canada Winter Games gold medal. In Hungary at the national celebration, Wei Xiang by Hungarian President Arpad Goncz and other leaders met. From then on, "Wink" decision on the team long-term sponsorship, Alaska Paralympic Winter Games in 2001, before the team selected a total of 10 people from the 12-member national team, "Wink" naturally the game one of the sponsors. Before his departure, in Hungary, the Hungarian incumbent and former president met in the Capitol grand delegation, Wei Xiang and his team members as its major sponsor, once again warmly received by Hungarian President. Live in the Hungarian Television news programs broadcast media, "Wink" has a new public image enhancement. At present, "Wink" is also actively involved in cultural activities organized by Hungary, the sponsorship has been further expanded. Wink brand is famous in Hungary today.

While the brand, "Wink" also attaches great importance to a whole new shape their image of a modern enterprise. "Wink" in Hungary in the store, the external walls with blue and white as the keynote, entrance Wink logo is very beautiful and elegant. Store product display very contemporary. In product design, style and product advertising, "Wink" spared no expense to hire top designers. Employee salaries are generally higher than the average level of local enterprises. In recent years, "Wink" To meet the information age, e-commerce development, seize the opportunity to launch Hungarian, English, Slovenian and Serbian website home page, will soon launch Chinese website to better promote products, expand market. At present, "Wink" has been a substantial part of sales done through the network.

by: gaga

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