361 Degrees To The Sea For Four Years: Dealers Who Dream, Knock At The Door And Come To The Door.

President Ding Wu still clearly remembered that he first saw the appearance of the international line running shoes.

Lin Lin (Lin Binghuang, general manager of the 361 degree International Business Center) is very strong. He took two pairs at once and told me, "boss, this is our first generation. This pair is for you."

I said, what do you mean? He said your boss is good enough to wear it. If your boss is not satisfied with it, I will say what it means.

Really, the first pair of shoes came out, I was quite satisfied, and our first pair of shoes came out, got the prize, the first pair got the prize... "

Unlike other domestic sports brands in recent 10 years of internationalization attempt, the 361 degree path does not originate from the brand, but starts from a pair of running shoes specifically designed for the international market.

After more than 3 years of layout, semi annual data show that as of June 30, 2018, 361 degrees in Brazil, the United States, Europe and Taiwan in China have 1316, 986, 618 and 68 sales outlets of multi brand sporting goods shop selling 361 degrees products. At present, the countries covered by Europe include the United Kingdom, France and Austria. In addition, in the first half of 2018, 361 degrees also successfully entered the Australian market.

In the week before the semi annual release, 361 degrees announced a partnership with PT Matahari Department Store Tbk in Jakarta, which became the exclusive distributor of 361 degrees in Indonesia. The domestic sports brand has extended its tentacles to Southeast Asia with more than 625 million people (2014 data) and huge market potential.

"For the first time to see the international version of the finished product.

How did you feel about it? Did you have any surprises?

"Honestly, it's all in my estimation.

Why? From its research and development to production to design, I was more concerned at that time.

I am quite confident that I will make a very good pair of shoes.

For the technical strength of the international line products, the international line team has given great confidence to Ding Wu, and the products of the international line have indeed won many professional running shoes awards overseas.

"He (Lin Binghuang) has accumulated professional spirit and professional skills for twenty or thirty years. I am quite satisfied with the whole team. He is still very demanding. I want him to bring more young people."

Ding Wu commented on the international line.

Lin Binghuang, 62, has 30 years of experience in shoemaking, and is a leading shoemaking specialist in Taiwan.

More than 4 years ago, when Ding Wu decided to internationalize the road at 361 degrees, he quickly locked him down as the starting point of this undertaking. This also meant that the 361 degree internationalization road was bound to break through from the product point of view.

Earnings data show that from 2014 to 2017, the 361 cent R & D investment accounted for 2.4%, 3.1%, 3.7% and 3.4% of revenue respectively, and 3.6% in the 2018 annual report just released. These figures have always been in the forefront of Chinese sports brands listed on the four largest Hongkong stock market.

"Let's make two dreams together. I help you achieve the brand dream, and you help me achieve internationalization." Ding Wu used this sentence to touch Lin Binghuang, who had retired teaching at the time. After he joined, the 361 degree international line continued to recruit, including a number of industry elites, including Thomas Garza, vice president of Arthur global running shoes.

"361 the international line recruited many talented people from different countries. How did you do that?" the question was thrown to Lin Binghuang at the conference room of Novotel hotel in North Jakarta.

"The first is knowledge, the second is trust, and the third is dream.

We are all fools. We all love to dream. When we know each other and we trust, we can all achieve a dream. Actually, they will go to Nike very well, but they may not achieve anything, just like Ding Zong persuaded me. I retired well, but I don't have any economic problems.

With this passage, Lin Ping Huang turned around and told Thomas Garza, who was interviewed by her side, in English, "I am telling them how you joined this interesting and risky venture."

There are two goals in the 361 degree international line: first, as a Chinese brand, it must be equal to the world brand; secondly, it must have its own personality and its own story.

This is part of "dream" and is also an important strategic direction of the whole 361 degree.

In order to make the best products, Ding Wu has put the international R & D team in Changhua, Taiwan, where there are decades of shoemaking history, because there are a lot of experienced shoemaking talents here.

Soon, the R & D team delivered the 361 degree first international running shoes, SENSATION, which was soon awarded the Runners World (runway world) gold medal Best buy award.

When products are made, marketing and actual sales are urgent tasks.

At first, all 361 degrees abroad were "0": no marketing resources, no advertising, no distributors, and no complete sales channels.

How to push the product that you feel satisfied to the consumer is the most important job.

Before that, smashing money to buy resources, pushing its brand in a strange market has proved not a high return road.

At present, China's sports brands have a big gap with the international giants such as Nike and Adidas in terms of body size and brand power. Ding Wu does not intend to do so, nor should they spend a lot of money on advertisements.

"We use the way of the army. We first knock on doors, build relationships, and do the most basic work.

It would be hard at that time.

A new brand from birth to recognition must take 8 years, 9 years, and 10 years, including UA, Arthur is the same, including Nike is the first to do it from the army, first knock on the door.

Lin Binghuang said.

In 2015, the first stop of 361 degrees in the United States was the United States, and they went directly to the consumers.

"There are quite a lot of Gymnasiums in the United States. There are lots and lots of the gymnasiums, professional running and amateur running. At that time we sent them the product to try it out. After they were finished, they would help us write the report, help us to do the propaganda, and pass the one, and finally we get a dozen awards all over the world. This award is not dependent on the relationship, it is really an honor for the consumers to really experience our products."

Ding Wu tells lazy bear sports.

In the field of professional sports, American consumers are perhaps the most picky consumers in the world. They have almost all the world's top professional brands for their choice.

361 degrees will be the first stop here. Generally speaking, there are two logical aspects. First, the United States has a large market and a large number of brands that exist. New brands can find their own space for existence. Secondly, if they can be recognized by the most fastidious consumers in the United States, from the perspective of products, consumers will be more easily accepted by other countries and regions.

In the promotion process, Lin seeks to sell 361 degree partners around the world.

This process is very laborious, slow progress at the beginning, but must not lose patience.

"Call your friend. Does he listen?"

Say we want to do business with you? (he says) Oh, I have no budget.

It doesn't matter whether the budget is finished now. Can it be done next year? Three months, five months, it doesn't matter. I'll wait for you.

After linking these people, though we did not let them into our system, they would do the knocking men and start knocking. "

Lin Binghuang said.

Lin Binghuang has many old friends, and Thomas Garza, who has 20 years of experience in shoemaking, is also the same.

After entering the US market, South America and Europe have become an important station for opening the overseas market at 361 degrees.

In the process of promotion to South America, the official sponsorship of the 361 degree Rio Olympic Games has played a lot of role. At present, Brazil has 361 degrees the largest overseas sales point in the world.

Under such circumstances, it will be a natural thing to invest in the Southeast Asian market with more than 625 million people through the East Asian Games of the Jakarta Asian Games.

In fact, for 361 degrees, this cooperation with sun department store in Indonesia has some unexpected elements, because this important partner is his own initiative.

But "accident" is no longer a pie that has fallen from the sky. It is the internationalization of Ding Wu who has worked for 4 years, and has sponsored a number of international competitions and achieved a harvest in 2018.

Today, below the front page of sun's Department's e-commerce website, 361 degrees appears in the first place of Hottest Brands (hot brand).

Although the English hybrid Indonesian website is not so friendly to Chinese people, it is easy to find hundreds of 361 degrees merchandise sold by icons, ranging from 249900 rupees (116 yuan) to 1499900 rupees (about 697 yuan), including 361 degree brand clothing, sports shoes and 361 high-end international lines.

And so on.

"I met with the boss of the Indonesian agent two people that day. I said," you can be lucky. You can have a strategy. From now until the end of the Asian Games in September 5th, all Indonesian people will know the brand of 361 degrees. "

One day before the opening of the Jakarta Asian Games, Ding Wu told the lazy bear sports that the The Ritz Carlton Hotel was not far away from the main venue.

According to its official website, sun department store, founded in 1958, has a history of 60 years. It is a retail group with 155 shopping malls in 74 cities in Indonesia, with a total retail area of over 1 million square meters, with over 40000 employees.

In the 2017 Asia Pacific retail top 500 list, sun department stores ranked third in all Indonesian retail businesses.

In Indonesia, sun department store is a retail giant with strong channel capabilities, which is exactly what 361 degree looks like.

"I believe he must have spent a little time on 361 degrees to evaluate research."

Ding Wu said to lazy bear sports, "361 degrees is quite simple. Do you have any strength? Your strength is not how much cash he has. How much network does he have? I value him more. Can he spread it in Indonesia in a short time? I see he has 155 shopping malls. This is what I want.

Our survey is relatively simple. He may spend some time on our research. He wants to buy cash from me. "

Before the start of the Asian Games, sun department store hopes to find an international sports brand to enrich its store brand.

However, even in the Indonesian market, they could not choose many partners at that time.

Soon, the official sponsor of the Jakarta Asian Games entered its field of vision. In 2016, the identity of the official sponsor of the Rio Olympic Games also gave a good endorsement to 361 degrees at this time.

In May this year, sun department store started its first contact with 361 degrees, and the whole process went smoothly. Until August this year, the two sides signed the contract before and after the Asian Games. It took only 3 months before and after the Asian Games.

Before the start of the Asian Games, in addition to the electricity supplier, Suns department store has 15 stores with 361 degree products in sales.

According to the plan of both sides, by June 2019, all 155 shopping malls of sun department store will have 361 degree product sales.

In addition, sun department store is also responsible for finding suitable locations in Indonesia to open stores, and there will be 10 growth in the number of stores every year.

This means that in about a year, the 361 degree product will enter the Indonesia market with 260 million population.

"I have a data to share with you.

They (Sun Department Store) are pushing a business, and 1000 fans come in a week, and they sell more than 300 pairs of shoes a week.

Ding Wu said to lazy bear sports.

Because Indonesia's per capita income is not high, in addition to the international line products, the 361 degree main brand products will be the main selling force of this market.

At present, the agreed supply ratio is 20% of international line products and 80% of domestic line products.

Footwear products accounted for 55%, clothing and accessories accounted for 45%, which is also a common proportion of international brands.

"When both sides are so clear about strategy, the market is infinite.

I believe that our sponsorship of the Indonesian Asian Games can achieve the desired results and open the whole Indonesian market to us.

Ding Wu said.

For the entire 361 degree group, it is of great significance to improve the efficiency of overseas market by way of cooperation with sun department store.

With more fierce market competition and the impact of e-commerce, and fast fashion clothing brands began to focus on sports market, domestic sports brands are facing enormous pressure in traditional retail channels.

The development of new categories and channels has also become the strategic focus of domestic sports brands in recent years.

In the first half of 2018, 361 degrees had just completed the integration of children's clothing and electricity suppliers, which contributed 12.1% and 10.9% of the total revenue respectively. The growth of the group's income also came mainly from these two businesses.

In the plan of Ding Wu, the overseas market should be the third driving force for growth in the future. The contribution rate of its revenue should also reach 10%. In the first half of the year, the overseas market accounts for only 1.5% of the revenue data.

In the past 361 years in the north and the United States and Europe, the dealer's mode of operation was mostly the "Sports City" mode. In a comprehensive store selling a variety of sports brands, 361 degrees occupied one of the selling positions.

By contrast, the channel strength of sun department store is obviously stronger, and for the local consumers in Indonesia, the strong channel itself is also a better brand endorsement, so that they can trust the product of the unknown Chinese brand.

If this model can be successful, it will have important reference value for all future Chinese brands trying to go to sea.

At the moment, in addition to the hot asian games, Ding Wu is looking forward to the 2019 Q2 order meeting held in Taiwan in September. He will invite all the partners' bosses to go.

In his plan, this will be an international standard order meeting. At present, 361 degrees will appear in the south, North America, Europe and other places.

Taiwan is the location of the 361 degree international R & D center, and also the R & D and production base of global sports brands in the past decades. It is an important stage for Ding Wu to show its 361 degree strength to global agents.

"What I care most about is whether there is a garment or a product at 361 degrees to satisfy the customers.

361 what are we going to win today? Win in the product, we need to work hard in the product, make a pair of shoes, a piece of clothing, so that the customer is satisfied, that is the result I want, this is meaningful, he (361 degrees) is the impression of using products to speak.

Ding Wu said that he believed that the road of internationalization is coming to the harvest. In the current plan, the whole 361 degree international line business will basically break even in 2019 and become profitable in 2020.