Quanzhou in Fujian as well as the first private joint-stock enterprise, has always been to help children’s shoes were labeled Gordon “reform and opening up” a unique historical label.

Now, the founder of the first generation of Hou Binghui, to help the board handed the baton HOU country in the hands of his son. Deng is no longer limited to children’s shoes to help, product line extension of the supplies to children and youth sports equipment, the value of content and brands are constantly full and perfect. Beginning this year, Gordon began to help end the channels to upgrade the system. Hou said that the country, “Gordon helped the goal is to be done ‘China Youth Sports’ brand leader.”

Follow the rhythm of the market

28 years ago, Hou Binghui and his partner, raising one million yuan in the town of Nanan Hong Seto of a low room Xiaoping, the establishment of the Hong Seto of the shoes factory. Many years, Hou Binghui realized, he created the Quanzhou in Fujian as well as the first private joint-stock enterprise. Despite the set up factories from the start, Gordon helped put their products in the field of children’s shoes in the cell, but the development of the past 30 years, to help Gordon is not static but bear with the rapidly changing market.

In the early 1990s, Deng helped the main product is a baby shoe. But that is in the best-selling baby shoes, Gordon has decided to help change the product line has been made to give up a good market performance of baby shoes, but the upward leap, the main children’s shoes over the age of 3. “The reason is simple, baby shoes, the low value-added, corporate profits can not guarantee that.” Hou said that country.

With a lot of the development of private enterprises at the beginning of the “erratic”, Gordon helped the outset, the choice can not be sold or foreign trade as its main market. Hou recalled that country, to help catch up with Gordon almost every round of the domestic boom. The mid-1990s, the rise of domestic exports of border trade business in Russia, children’s shoes as an industry leader to help the board, will not miss the opportunity. However, in 2023, a substantial devaluation of the Russian ruble, the hard-earned foreign exchange on the instant shrink half, Deng quickly to help stop the cross-border trade business.

However, the year 2000, the foreign trade in an increasingly competitive market. In contrast, with the rapid economic development, gradually take the momentum of the domestic market. During this period, with Quanzhou in the adult sports shoes industry has been the first to enter the domestic market and achieved very good results. HOU countries naturally see the market opportunity, “Since 2000, Deng began to help in transition.” Now go back, not feeling HOU country, “We are fortunate that at that time early in transition, the first occupied the domestic market. A lot of time to transition the business, and even now are no longer exists.”

Return to own brand

However, earlier entered the domestic market to help the board also has not been easy. Because the market is unable to guide, HOU country was crossing the river by feeling the stones.

From the beginning of 2002, worldwide popular Chinese cartoon culture driven frenzy, Altman, Spider-Man, Mashimaro, such as the cartoon image of Mickey on to conquer all of a sudden the China Children’s and children’s worship has become a star. Children’s products industry, marked by a cartoon image of the brand, the continuing mushrooming. Deng also help in this round of deep boom, has won the “Xia flicker,” “Spider-Man” and “Le indemnity Altman” cartoon image, Quanzhou, industry has become the first to “test the water” creative economy businesses.

However, the cartoon is the brand most of the imports, not domestic accumulation, a popular after easily disappear. In addition, the market’s over-pursue careers and also result in a cartoon brand Good and bad people mix. Cartoon brand competition, the increasing access to low-end, even as the price war to survive. “We are also very clear to see that this board need to help them out of the cartoon brand’s surrounded by only their own brand is the basis for enterprise development.” Hou said the country.

In fact, as early as 1992, the domestic brand awareness of the just germination, “Deng to help” brand has been born. “Gordon helped,” simply is not difficult to understand literally means “to help you board the life of the peak”, a unique advantage, its creativity and self-evident wisdom. In 2004, a cartoon in the heat, after an addiction to help the board began to return to the rise of independent brands.

The first is an extension of the product line. Deng is no longer limited to help children’s shoes, but extended to the upper body, not only children’s clothing, bags, starting at the same time, such as stationery products, accessories, children’s products into the store concept.

At the same time, Hou also recognize that children’s shoes are the focus of the competitiveness of enterprises in the market for children, and the fifth-grade primary school to junior high school youth sports and leisure equipment market, but also adult sports enterprises ignored. “Youth Movement in the field contains huge market opportunities. Deng for help, in the scale of production, market share and brand recognition to a certain stage of maturity, the market will be the youth brand extension is an important node.” Hou States That is based on the market to determine, from the beginning of 2006, Deng began to help young people transition to the market movement, and “juvenile armed campaign”. At the same time, import brands standardization, leading advocate of health, fashion trend, full of brand affinity. In 2007, in line with the brand image of the board to help Olympic champion Liu Xuan also signed as the spokesman for the image.

Peer technology lead

Just a month ago, Deng hand in hand to help China Academy of leather and footwear industry, the establishment of the “Gang Deng (China) Research Center of the shoes of the student movement” has attracted a lot of industry attention. In this regard, Hou said that the country, the Chinese Academy of leather is the most authoritative research institutes have teenagers more than 20,000 pairs of feet-technical parameters, “with our top national research institutions formed a strategic partnership aimed at They use strong technology platform and expert teams to help raise the children in boarding sports shoes technical content and added value. ”

In fact, the “technological innovation”, was created to help Gordon plant has been upheld by management. It can be said to help Gordon’s history, is a continuous history of technological innovation.

As early as the 1990s, Deng helped the first “flash sound” technology. Step on the soles of the feet in a pair of children’s shoes, the soles will be surrounded by sparkling, but also audible, one time, become a night scene. This created not only to attract a large number of consumers, but also led the industry to imitate each other. In 2002, Gordon helped launch the “multi-functional anti-skid” technology, the industry once again become the focus of attention. In 2005, to help re-board the R & D success, “anti-bacterial silver nano-technology odor,” a large number of air permeability, deodorant listing of children’s shoes also greatly enhanced the children’s sports shoes industry as a whole towards the functional and technical direction of advance.

According to incomplete survey from Deng to help create, a total of more than 10 patented technologies, in the general tide of homogenization, to help highlight the board appears to be abnormal. Some in the industry, a senior who joked, “Deng is to help children sports shoes in the field of technology ants, busy all day long.” Of course, there are a lot of people in the industry said, “From a certain perspective, Deng is to help children in the domestic athletic footwear drive technology.” Now, as long as the help of the board upon the introduction of new technologies, the industry as a whole began to follow suit.