Zhu Minjie: How To Grasp The Rhythm Of 361 Degree Brand Remolding?

According to the world clothing shoes and hats net, in December 26th,

Launched in Shanghai with STAPLE, DESIGN, a famous design studio in New York.

The first series of "broken shell" products.

Before the start of the event, 361 degrees also held a "broken shell" as the theme of the art exhibition, and in December 27th in Jingan Joy City held a flash.

Taken from the 361 degree group office area, the chestnut bee bee, a bird migrating to Xiamen and Africa every year, is used as the logo of the M1 RO product.

361 degrees considered that it has a spirit that is always full of energy, without stopping and exploring forever, which is similar to the spirit of youth.

"Extraordinary splendor" has become the core of this activity slogan.

From propaganda slogans,

In terms of visual effect and mode of communication, 361 degree shows that there are some changes in temperament in the past.

The highest price of the three shoes released by the M1 RO is 899 yuan. The launch of this series of products is more meaningful for the 361 degree strategy. They hope to show their youthful spirit and verify the new way of creative design cooperation. The most important thing is to open up the brand remodeling.

"(we are) capturing modern and young people's aesthetics and interest", "I hope that through this activity and product, you can see that 361 degree of work methods have changed."

Zhu Minjie, senior vice president and Chief Marketing Officer (CMO) of the 361 degree group, told reporters.

Next year, 361 degrees will usher in 10th anniversary of Hongkong's listing. As one of the famous local sports brands in China, 361 degrees plan to display its new brand image and strategic direction to the outside world at this important time node.

Zhu Minjie believes that "20% of the middle class consumers account for 70% of the total retail sales of the society". In the face of the new market situation, finding young people and middle class consumers will be the focus of brand development at this stage.

Reporter: the highest price of the new product is 899 yuan. Do you want it to break through some price ceiling?

Zhu Minjie: we do not stick to this because it is more important to break through some psychological boundaries.

Its strategic significance is much greater than that of actual sales.

The way and the temperament of doing this will make people feel a little bit interesting.

I want to make it the beginning of the 361 degree brand remodeling.

I hope that through this activity and product, you can see that 361 degree of work methods have changed.

Reporter: do you plan to form a M1 RO series? When will there be a follow up product?

Zhu: Yes, the product is still in the planning stage.

This STAPLE DESIGN collaboration with M1 RO is a tribute to the spirit of youth.

We hope it will become a platform.

It always represents some specific spirit, which is the product of 361 degree frontier and the most representative young spirit.

We are considering the use of M1 RO brand to sponsor some global youth creative competition, hoping to become a sponsor for young people's creativity. We need to continue this platform.

It's a lot of possibilities. This year's "broken shell" represents adventure and no rest. Next year, we will have new designs and new products to give other spirit.

In the future, we will produce a new product every year, or we may work with different artists to create a new M1 RO product to show a side of young spirit.

Reporter: 361 degree hopes to pass this new product, art exhibition, flash shop and a series of activities to the outside world to pmit and release what kind of signal?

Zhu: what is most important is the way we create this thing - to create it with artists instead of borrowing names.

All cooperation is ultimately dominated by our brand, and will also leave behind brand equity.

This shows our view of creativity in the future and our determination to shape our brand.

I think the most popular brand of Chinese sports shoes is creativity.

Reporter: what are the main aspects of your work now?

Zhu: 361 degree brand remodeling is a key point for me. In the next few years, ONEWAY and overseas business will also give me more attention.

Reporter: what is the next 361 degree brand?

Zhu: next year, the company will release the big 361 degree remodeling strategy.

Now this work has begun, and we already have a sense of direction.

What I can tell you now is that the future positioning must be a combination of inheritance and breakthroughs. It must meet three important conditions: differentiation, unlike any brand appeal in the market; relevance not only highly related to the industry, but also highly resonated with the times and human nature; the only one inherited the 361 degree unique asset.

We do not shout slogans, do not sprinkle dog blood, do not tell stories, we can make stories.

We believe that we should do something serious to let everyone praise, instead of finding a bunch of net red to whitewash your paleness.

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Reporter: what is the core reason why 361 degree can insist on doing overseas market?

Zhu: in fact, my understanding of this matter is not simply to do overseas markets, but to do business abroad, which is called foreign trade, but when you make the brand a human reward, this is called internationalization.

This requires solid internal strength and brand to cross cultural appeal.

The international line is a manifestation of internal strength.

From the marketing point of view, the international line of commodities has not been effective in China. Until now, we call it the international line, whether it is a sub brand or a product line.

I saw this line was moved, and I ran myself, so I knew where I was good, where I was thankless. I spent so much of my mind on the invisible place that "stupid enterprises" did things, but this kind of stupidity moved me.

Actually, it's not just me, the runner world of the United States, who has selected this line of products for the three consecutive year as the world's top 10 most worth running shoes.

Four years ago, I gathered a group of top runner to do such a thing. In the past few years, I didn't expect anything in return and chased something inside. I think this is amazing.

Are companies in no hurry to report? Those who do not want easy money, but are able to bear it, usually have the characteristics of forming a thick brand.

Reporter: in sponsorship marketing, what's the next 361 degree plan?

Zhu: we will firmly guide the selection of sports resources with brand strategy. Resources must be able to help us pass the brand idea, which is highly related to professional attributes and commodities.

We will have some exciting new brand perspectives, so you will see that our future brand resources will be very independent.

Reporter: what will be the main price after brand remolding or pformation?

Zhu: I think the price will be improved, but it will not shake us.

We aim at rational middle class consumption, which is about value rather than absolute low price.

To raise the price is to release the cost space, further improve the quality, and ultimately get the value of the consumer.

But we will not pursue unnecessary things, decoration for decoration, and technology for science and technology.

We all remember the phrase "people-oriented technology". It has been mentioned for quite a long time. Now the story is more beautiful, but the 361 degree is not.

Reporter: how to grasp the rhythm of brand remolding?

Zhu: the sooner the better, so we are working now and never wait.

The market is already ahead. We are on the way now.

We should release a new brand strategy to you in the middle of 2019. At the end of the year, we should be able to see our new image, products and stories.

The next two or three years will be a critical period for reshaping.

Looking back three years later, we look back today that the brand has made an ideal and effective attempt to find a place for the competition in the new era.

Interviewer: what's the hardest part of your visit after 361 degrees?

Zhu: first, there is not enough time. There are many things we need to do. We can not follow the rules. We are going forward and crossing the river with stones. But at the strategic level, we will think clearly and move forward step by step.

Second, the remodeling of brand is from inside to outside. The change of idea is the root of all. This requires communication and coordination, and the results of stages will strengthen everyone's confidence.

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