Product differentiation to go
History of the development in the starling, Ding Junxian brought the most obvious change is the constant depth of product differentiation, and then to the fine direction of the brand on the rise. In Ding Qinghua times, starling’s leading products are beach shoes, sports shoes, mainly in the footwear industry in Quanzhou, starling sandals with a number of professional and technical, has a “flip-flops experts” in the world. However, the sandals are the defects on the season, strong sales in summer, winter is the off-season. Ding Junxian that starlings should dig out more competitive products. This time, the Quanzhou area of athletic shoes, when industrial development is wind and water. But the same chain are, together geographically close, the sports Air Max 90 shoe brand products in Quanzhou homogenization serious. Different route, the only choice is Dingjun Xian.
In fact, before the main beach sandals, shoes starling is the initial product – a casual style flat shoes. In the dozen years ago, a starling’s shoes had sold a million pairs. After the trend of personalized shoes out, the focus was shifted to starling sandals. However, Ding Junxian after sovereignty is that the Nike Air Max 2010 shoes do not pay attention to motor function, and its casual style, fashion and personality, in line with modern lifestyle. Ding Junxian decided to restore the shoes to fully tap its potential. In 2005, Ding Junxian the starling brand from the “Sandals experts” refined to new heights, the “shoes family.” The market performance was also proved that this transformation Ding Junxian the choice was very successful.
Taste the sweetness from the shoes on, Ding Junxian differentiated products to continue to dig in and work hard. Single items of Nike Air Max shoes over a single, unable to meet the needs of the terminal display, loaded up a shoe for each brand to become the inevitable. However, Ding Junxian in no hurry to launch clothing. He believes that the continuation of the starling shoes brand clothing style, but also with fashion and casual style. After a series of market exploration and research, in early 2007, South Korea SIOR starling fashion design companies work in the industry’s first “movement cowboy” concept. Shoes + sport jeans, Ding Junxian that this young man in full compliance with the new trend.
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