At that time, Qingdao Double Star was the trendsetter of reform and opening up, which set a precedent for many shoe enterprises and even private enterprises in China. Qingdao Shuangxing took the lead in breaking through the commercial system of unified purchase and marketing under the planned economy, and organized merchants to place their own orders. It was the first enterprise to hold a new product launch conference overseas. It is also the first shoe enterprise in China to pass the national ISO9000 quality certification, and the first enterprise to establish a national technology development center in China and obtain the national export exemption qualification. Hai Wang, the founder and helmsman, led Qingdao Double Star to achieve these glories. But now that Hai Wang has retired, his hero is dying. His Qingdao Double Star, like him, is an old brand in Lian Po, which has degenerated into an inferior sports brand in third-tier cities. Few people care. Nowadays, young people don't know that this brand has overwhelmed Li Ning!
Hai Wang is guilty of the sharp decline of Qingdao Double Star! Can be said to be the success of Hai Wang, Hai Wang's failure. After Hai Wang led Qingdao Double Star to break through the system shackles and reach the peak of development, he failed to keep up with the changing situation of the market, stuck to his laurels and became conceited. He gave up the unique market positioning of Qingdao Double Star brand sports shoes and actually began to produce leather shoes and tires. The positioning dislocation has made Qingdao Double Star become the present three unlike, and its market position is extremely embarrassing. Hai Wang didn't make up his mind to do one thing, which was too inflated. Hai Wang built a 18-meter-high sitting Buddha behind the Double Star Building and wrote a pair of couplets, in which left-wing writers took themselves as the backbone and right-wing writers felt good about themselves. This is really too highly of yourself. Only enterprises that focus on studying the dynamic changes of the market every day and be prepared for danger in times of peace can change in time. Shopping malls are like battlefields. If you are not careful, you will be defeated.
After 2000, with the rise of new sports brands such as Li Ning, Anta, Delphi and 36 1 degree, the reporter asked Wang Hai why he didn't use stars as spokespersons. Hai Wang plausibly said that he himself is the spokesman! Hai Wang is really a talkative person. He wants to have no value and influence. Does he really think he is Wang Shi who climbs mountains and wades all day? If such enterprises don't go to hell, who will? The most stinking move of Qingdao Double Star in the development process is to upgrade the original trademarks of two overlapping hearts into an unrecognizable logo. You can't see the meaning of brand logo continuation. After decades of accumulation, brand image assets have been thrown into the garbage dump in Hai Wang, which shows how short-sighted and incompetent such enterprises are. Upgrading product logo is the most important strategic decision of any enterprise. The new logo must make the potential consumers of old customers aware of the connection between the old and new logos. Qingdao Shuangxing doesn't understand such a simple truth. I have to say that no one can save himself!