Blogs | Créer un Blog | Avertir le modérateur


To moving steadily promote the national brand general manager of the pole star Lvgui Xi exclusive interview

As a the outdoor national brand leader, pole star in recent years, a step by step to move closer to the level of outdoor brands in the world by various media as well as the outdoor consumer groups concerned about. ISPO show in 2013, the pole star is its unique concept, atmosphere booth layout to attract distributors and the audience's eyes to the scene. The green outdoor fortunate to interview Mr. Lv Guixi, general manager of the pole star, and in-depth understanding of the pole star of the future development plans and the latest news.
Green: the new year, the pole star a special development planning and promotion programs in the promotion of the brand concept and brand awareness?
Pole star: the promotion of the brand should be step by step. In the new year, our promotion program mainly concentrated in the area of ​​new media, to increase efforts in new media and publicity.

Green: What is the difference with the activities organized by other brands?
Pole star: "dream plan" is our long-term need for a plan, it does not have a short-term timeliness. As long as the plan is a good dream, the spirit and meaning of the outdoor sports in which we will do everything to support. First, there is no clear timeliness pole star made activities, followed by activities also focused on more than the ALICE third did not focus on a special return Instead, we will focus on the dissemination of the outdoor spirit, rather than it be limited to a particular movement.

Greenfield: ISPO Beijing held a grand press conference, invited a lot of dealers come to participate, whether the distribution of the products in 2013, channels to make adjustments?
Pole star: 2013, Volkswagen will continue to promote outdoor pole star in the mall, which is the basis for the development of the brand. In addition, in some professional outdoor shop will also give special attention to the creation of a professional and national DNA core is our brand, we must insist. In addition, with the rapid rise of e-commerce, the pole star has also been in e-commerce, a new channel, and vigorously expand.

Green: new channels to expand their own doing? Or relying on partners doing?

Pole star: and a close partner with the pole star will authorize a special e-commerce company.

Green: in 2013, in the fabrics, science and technology, with color, as well as product design, the pole star will bring outdoor enthusiasts will be more focused on what kind of surprise? What plan?

Pole star: this year, we will focus on these aspects. Use in fabrics, more focus on  the combination of function and fashion; type version, we will for the different environments, different people, different outdoor sports, design a different version of the type; fashion be close to life, and then to do the traditional outdoor more stylish and colorful; terms of color, we will be more emphasis on the harmony of man and nature "which the colors of nature into a product.

Green: the pole star in the booth what special arrangements? Focus will tend to the theme?

Pole star: promoting the theme of 2013 is "the more the domain, this theme is to convey the idea of ​​consumers: the sleepy crowd in the city, they could go to nature, close to nature, and wake up tired body and mind in a natural, after the rest of the "Vietnam Domainand short-term physical and mental" indulgence "to have more energy back to real life.


Prone to misunderstanding in the creative design resolution

Creative design shoes like a lot of companies have shown the two extremes:
The first point is still relatively weak, creative thinking can not be divorced from the category of imitation G, the listing of the new shoes are very similar, serious homogeneity.
The second point is that ideas are out of the market concept, thinking jump too, looks good effect diagram once made sample that effect visual sense is greatly reduced.

Creative design of the shoe pattern due to the constraints of the foot, not like electronic products and clothing can be a revolutionary innovation, but many domestic brand companies anxious and desperately want to remove the product homogeneity, in order to enhance their competitiveness to increase the added value . But like shoes creative to do to make new breakthroughs in line with market trends, which requires footwear designers to have a certain creative ideas.

The design is too rigid:
Shoes Corner Site learned part of the shoe factory development models are a style reference to design or extend a series to development, when most designers will use addition and subtraction to the lines programs or modify, accessories. However, as a business owner is also willing to accept this insurance design program, so that also formed the first point I said above, everyone reference design, simple lines are carrying modify, causing you to visit me, I imitation, caught in a vicious circle to get out of the styles that do come out will almost invariably.

The design is too exaggerated:
Establish the image of the company's products in order to distinguish the homogenization of style in recent years, many companies encourage designers to set off the conceptual elements the various footwear creative design contest was not poor, some of which were fine, but a lot of give people The feeling is hard to join, thinking jump too, very consistent with footwear production or wearing is very far-fetched, added some of the so-called creative. Renderings of the visual effects manifestations are very strong, and looks great impact, but can not express how to fight Edition, craft production requirements to designers about the works, which will form the second point I said above this is a designer and personal lack of the idea of ​​the market, the lack of knowledge of relevant shoe.