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Qiu Zhiming: Small stationery made by Olympic great article

FY events: He spent three years, will result in a family workshop to fight the largest pen manufacturer in China; his first Olympic event through to an ordinary writing tool into a broad international booth; he supported direct from the stationery chain of T shaped platform, so a traditional manufacturing industry, the brand management of the road reflects a new luster. Fat Tony is a 2008 Beijing Olympic Games franchise, franchise retailers and sole supplier of stationery in one of three identity stationery business; are century-old's first Olympic sponsor stationery.

Qiu Zhiming Every effort to move customers Reporter (hereinafter referred to mind): shell found in the pen industry boss has done the country a dozen years ago at the start what?

Qiu Zhiming (hereinafter referred to Qiu): Tony made a step onto a ladder to the trade started, then go to manufacturing, fast food-style service with a quick turn on the situation in the international market in 2002, operating multiple formats of globalization, and now has been completed on the international market segments.

Reporter: What started as a difficult time? Your most impressive thing to do?

Qiu: we were, and, like millions of small businesses, there is no advantage and no features, we go to the Canton Fair to promote the sample, did not pitch is not an official representative of Cyprus to the customer card can only secretly. Probably the first 12 days, when I upon their guests a Middle East business card, he let me go to him at 10 pm, I was excited last night about 2 points more, took a 24 thousand U.S. dollars of orders, which is Fair first time a unique business, and also my first business.

Reporter: What time do fast trade development?

Y: We did not choose the power of customers, no matter what our customers have contacted us, doing everything possible to meet all the requirements they need, not their brand, many customers are being moved we take our list, the foreign trade enterprises , we will soon be the top few.

Granted a patent on average three days

Reporter: When did you actually start self-developed products? What things do you touch?

Qiu: when two things happened, I resolved to set up an R & D center. The first thing is to have a fat shipment to Brazil, the customer reflect the FCL pen all leak, verified the order after we lost twice the money to the customer. Later we find the reasons is because it was found that ball-point pen ink manufacturing technology can not afford high temperature storage and transport. One more thing, we went to the United States, Rome to promote their products, the results because our products are not intellectual property, intellectual property rights when a client asked us to provide proof, we can only give up.

Note: now you how the results of this R & D centers like?

Chiu: We start from the end of 1999, R & D centers have accumulated to the current intellectual property rights to the state department and international intellectual property departments for the 1200 patents. Approved a 870 number, an average of one patent every three days allowed. Among them, 11 were invention patents, there are a number of 140 international patents, now we can be proud to say that Tony made all of our products have our own intellectual property. Therefore, some high-end market has also begun to appear Beifa figure.

Reporter: Overseas sales now account for the proportion of own brand how much?

Qiu: More than 60%, close to 70%.

Reporter: How to influence your brand?

Qiu: tell the truth, and now international recognition of our brand is not high, so from last year, we began to consider the brand operation.

Brands from manufacturers to operators Reporter: operational aspects of the brand and what actions you do?

Chiu: I think, as a manufacturer, we must not only build a product brand, more importantly, create a consumer brand. Price, size, quality, innovation is the four magic weapon, first lay a solid foundation in these areas. Then from product sales to brand management, then to the capital market were sufficient financial capacity.

Note: product sales to brand management, where the most critical difference?

Qiu: product sales to the face of price competition, many companies are not beyond the exception to the pricing, but if the operator as a brand, more importantly, is not involved in price competition, but to build a business model can be replicated. This model allows consumers to become less sensitive to its price, but on the services provided by sensitive, this demanding, virtually every industry leading companies are facing such a challenge.

Note: this mode you have found Why?

Chiu: We carried out an innovative business model, not only to provide products, but do direct sales chain. In addition, our vision not only stay in the traditional writing tools, but the 600 billion U.S. dollars to the global stationery market, market, build a cooperation platform for the middle and lower reaches.

Note: This platform is Beifa store should be, right? How the situation now?

Chiu: We have in Singapore, Australia and the United States set up our shop and the area Beifa business, from the brand, the product of the staff are all part of our Beifa their initial set up a one-stop service brand . At home, we take the Olympic Express has now established more than 1,000 stationery store display counters, multiple formats for the network covering the whole country has laid a good foundation.

Our operations also spent a lot of energy, spent a year or so, the integration of supply chain, has 100 domestic suppliers with which we have signed a supply alliance. Logistics, information technology operating platforms have been set up is completed, ready to go.

Reporter: Just now you mentioned the use of capital to expand the scale of Beifa a listed plan?

Qiu: has entered the listing process for Olympics success in A share market.

Note: sponsor the Olympic Games is to promote the brand Why?

Qiu: Yes, we hope the Olympic brand to brand went public in Beifa to; second, to the Olympic brand through the strategic restructuring of enterprises; the third to expand our exposure to exchange some of the world's largest enterprise learning ; Fourth, to attract more talent. These aspects should have reached our target.

Expert Comments

Beifa Chinese pen industry has done the boss, it needs to open up the industry chain grasp of sales channels, while expanding product range, which is to give yourself a shell made more room for development. For China's stationery industry, Direct this pattern can have a connection
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