Chen Zhongshi was born in Nan'an, the "Capital of Children's Shoes in China". The shoe industry is a traditional pillar industry in Nan'an. Honglai Town under the jurisdiction of Nan'an City is the famous capital of Chinese children's shoes. The local shoemaking industry started in the 1970s and is one of the birthplaces of Quanzhou's shoemaking industry. Quanzhou is an important cluster and production base for children's shoe brands, with an annual output value of more than 4 billion yuan. He has been exposed to and heard about traditional shoes since he was a child, so he naturally entered the traditional shoemaking industry.
Under the guidance of his family, Chen Zhongshi started knocking on the door of children's shoes. In September 2003, Chen Zhongshi left Nan'an and lurked in Yongchun to found the "Ou Mei Long" group. When O&M Long was founded, Chen Zhongshi was the first employee, and current group deputy general manager Zeng Zhixi was the second. When the factory first opened, because it missed the recruitment period, Chen Zhongshi rode his motorcycle door-to-door to recruit workers, and finally found a full complement of workers. This may be one of the reasons why Chen Zhongshi cherishes his employees. In a simple entrepreneurial environment, Chen Zhongshi led the entrepreneurial team to successfully pioneer. A brand-new industrial park was built in Yongchun. The group achieved an annual output value of 40 million yuan in just three years.
In 2006, Chen Zhongshi joined hands with the cartoon "Big Ears Tutu", which was the top-rated cartoon on CCTV Children's Channel, to establish "Tutu" with the development goal of creating "China's No. 1 brand of healthy children's shoes". Children's shoe brand. With precise product positioning and the high popularity of "Big Ears Tutu", Tutu children's shoes have gained a high degree of recognition among consumers. After successfully grafting the cartoon image of "Big Ears Tutu", Chen Zhongshi continued to introduce new products, causing the sales of Tutu children's shoes to achieve rapid growth.
In 2008, after the financial crisis broke out, a large number of export-oriented companies were blocked from exporting. When they switched to the domestic market, Chen Zhongshi had already taken advantage of the opportunity. At this time, while competitors were hesitant to move forward due to the financial crisis and responded by shrinking the market and reducing brand expenditures, Chen Zhongshishi continued to comprehensively upgrade the Tutu brand with great efforts, breaking out the biggest boom in the domestic children's shoes industry. Strong sound.
In the first half of 2009, Tutu and Shanghai Film Big Ear Tutu Film and Television Media Co., Ltd. announced a strategic alliance in Shanghai to launch a brand upgrade strategy, and the entire process was sponsored by Shanghai Art Studio. The live-action puppet show "Big Ears Tutu" is touring the country in collaboration with the Shanghai Puppet Troupe. This is Chen Zhongshi’s first major move in Tutu’s brand upgrade strategy and the beginning of the implementation of Tutu’s brand strategy.
In May 2009, Chen Zhongshi established the "Tutu (China) Children's Growth and Education Fund Plan" as a specially created children's sports event fund platform, which not only actively operates professional event sponsorships for brands, but also provides Provide children's sports events and find suitable sponsors to help the events run smoothly. This move has established a positive and loving reputation among consumers for Tutu, further enhancing the brand awareness of Tutu children's shoes.
In July 2009, Tutu continued its efforts and successfully achieved in-depth cooperation with the State Sports General Administration, officially becoming the only designated sports equipment and official partner of the "30th National Children's Table Tennis Championships".
In 2010, Chen Zhongshi established the "Tutu Children's Development Division". With the establishment of a children's fund, we will spare no effort to make more efforts in charity and children's events.
In 2010, Chen Zhongshi led the group's Tutu children's shoes brand to enter the China Private Enterprise Joint Pavilion at the Shanghai World Expo, becoming the only children's shoe brand in the pavilion and forming a brand effect.
In 2011, Chen Zhongshi invested 300 million yuan in the operation of Tutu brand, increasing the number of internationally advanced assembly lines to 14, and deeply grafting the influence of Big Ear Tutu, on CCTV News Channel, CCTV 1, CCTV Children's Channel and local stations across the country will screen the fourth season of "Big Ears Tutu". On the other hand, with the launch of Tutu children's clothing, the Tutu brand shoe and clothing integrated platform has been officially completed.
In 2012, after years of tireless pursuit and hard work, the development of European and American Dragon Enterprises is booming; the Tutu brand has been recognized and sought after by consumers, and the Tutu brand has been recognized as a "Famous Trademark in China" by the State Administration for Industry and Commerce. "; Chen Zhongshi made positive contributions to the country's economic construction and social development and won the "National May Day Labor Medal".