Hai Wang's obsession with shoes.

As the first generation of outstanding entrepreneurs after China's reform and opening up, Hai Wang has been at the helm of Double Star for more than 30 years, and he is a rare "ever-victorious general" and "long-lived president" in China's economic circles. In 2005, Hai Wang led Double Star to take a key step towards building the largest tire manufacturer in China. In the first half of 2005, Double Star successfully reorganized Dongfeng Tire, because Dongfeng Tire was once one of the four major families in China tire industry. This incident was called "the first case of restructuring state-owned enterprises in the tire industry" by the industry, which caused widespread concern. By restructuring Dongfeng tire, the tire production capacity of Double Star has exceeded10,000 sets, making it the largest tire manufacturer in China. That is, after the Double Star became the first famous brand in China's footwear industry, Hai Wang's plan to make "shoes" for automobiles became very clear. Double Star has become an international enterprise group with cross-border, cross-industry and cross-ownership, forming five pillar industries such as shoes, tires, clothing, machinery and thermoelectric, and eight supporting tertiary industries such as printing, embroidery and so on. In 2004, its sales revenue reached 6.8 billion yuan. From making shoes for people to making "shoes" for cars, Hai Wang's goal is clear and legendary. His goal is to turn Double Star into a national brand that enjoys a good reputation in the international market. Hai Wang's brilliant remark: "If you insist on creating your own brand in the manufacturing and processing industry, you must survive. It is impossible for foreigners to occupy the market of 654.38+03 billion people. I believe this nation will have its own brand ",which has aroused high praise from all walks of life.

Leading Shuangxing to rapidly develop from a loss-making enterprise that can only produce yellow rubber shoes into the largest shoe-making enterprise in the world today, and successfully set foot in tire, machinery and other industries. Double star has formed a new pattern of five pillar industries of shoes, tires, clothing, machinery and thermoelectric, and eight industries of printing, embroidery and supporting tertiary industry. It has 50,000 employees, more than 40 member units/kloc-0, total assets of 5.9 billion yuan, export earnings of 654.38+0.6 billion dollars, and annual sales income of 8 billion yuan.

Hai Wang said, "For enterprises, I think anyone who can meet the requirements of enterprise development and bring benefits to enterprises is called talent. People should have character and professional ethics; Is to have real talent and practical learning. MBA is different from professional managers and entrepreneurs in degree and status. Successful professional managers grow up step by step by constantly exploring and summing up successful experiences and lessons from failures. The smoke-filled market is the stage of competition. With money to buy education, you can buy some knowledge from books, but it is important to learn and summarize in practice. "

Double-star enterprises have a history of 87 years, but the development process is not simple digital growth, but the continuous increase of enterprise assets and brand value. Under the leadership of Hai Wang, Shuangxing has developed from a small factory on the verge of bankruptcy into an international enterprise group with shoes, tires, clothing and machinery as its pillar industries, with an annual sales income of 654.38 billion yuan and a brand value of 49.292 billion yuan.

"The development of binary stars for decades has become stronger and bigger step by step. The international and domestic markets are very large, and the development of enterprises has its own know-how. Seize the opportunity to develop will be 0 K "Hai Wang introduced," from brand management to brand management "is a progress in the development of Double Star. As early as the 1990s, when many domestic enterprises were not aware of the role of brands, Double Star began to upgrade product management to brand management and extended it to the whole country. Before the country officially launched the western development, Shuangxing 1997 advanced to the southwest and developed rapidly. In particular, some sales companies in the southwest of Double Star, which was originally a state-owned management system, sold out, fully mobilizing the enthusiasm of Double Star agents. The construction of double-star chain networks in Chengdu, Chongqing, Guiyang and Kunming has mushroomed, and chain stores all over urban and rural areas have sprung up rapidly, which has made many agents set foot on the assembly line of making millionaires.

Sports Expo is to innovate and seize more development opportunities. Liu Peng, director of the State General Administration of Sport and president of the Chinese Olympic Committee, who attended the sports fair, commented that the China International Sporting Goods Fair has become the third largest sporting goods exhibition in the Asia-Pacific region among similar international fairs, representing the highest level of sporting goods in China and demonstrating the achievements of sports development. In this regard, Hai Wang said that Double Star's great efforts at the Adult Sports Expo are to use the huge management and online sales platform built over the years to interact with the most influential sporting goods exhibition platform in the world, show the brand image and brand value of Double Star, and show the momentum of national brands; At the same time, attract more businesses to enter Double Star and Southwest China.

Double Star has thousands of acres of production and operation projects in southwest China, with more than 10 named Double Star Avenue and 3,000 chain operation networks. Southwest China occupies a decisive position in the strategic layout of the development of double stars. With the approach of the 2008 Beijing Olympic Games, this year's sports fair presents a strong Olympic atmosphere. Double Star, Li Ning, Anta and other well-known domestic brand enterprises also embody and convey the Olympic spirit in the exhibition layout. During this Sports Expo, Shuangxing will also hold the "Shuangxing Cup" and other activities in 2007 to promote the national fitness boom with the help of the Sports Expo and the Olympic East Wind.

Hai Wang believes that the Olympic spirit is the idea of advocating public health movement in the whole society. "It is to benefit the public with the concept of national health and sports and leisure products through the double-star commercial aircraft carrier fleet spread all over cities and second-and third-tier towns."

However, "Double Star products not only meet the leisure and entertainment needs of the public, but also meet the needs of the high-end market." Hai Wang said in a live interview with CCTV Sports Channel that Double Star Group is the largest shoemaking enterprise in China and even in the world, with an annual output of nearly 1 100 million pairs of shoes. At the same time, Double Star has formed a series of products such as sports and leisure clothes, professional competition clothes and various sports and leisure bags, balls, hats, socks and sports equipment, and won honorary titles such as "China Famous Brand", "China Famous Brand Product" and "National Quality Inspection-Free Product". Industry statistics show that Double Star ranks first in the industry in terms of comprehensive market share, market sales share and market coverage at home and abroad for many years. Hai Wang said that the products of Double Star are of high quality and low price, belonging to "the public" and "celebrities". Double Star registered a "celebrity" trademark, which means to focus on high-end development. Double star started from "brand management to brand management". In order to seize the high-end, we should first break through technological innovation, constantly increase scientific and technological innovation, substantially increase investment in product research and development, enhance product development capabilities, and establish a product research and development system centered on meeting professional sports. The continuous research, development and application of all kinds of independent intellectual property rights have improved the scientific and technological content and quality of Double Star products, and the development of high-grade shoes such as Double Star professional shoes, casual shoes and fashion shoes has continuously reached a new level.

"Building China people's own world famous brand with two stars" is the most striking slogan in the double-star exhibition hall at the Sports Expo, but Hai Wang said that building China people's own world famous brand is not just a matter of two stars, and the development of national brands needs the attention of the whole society. Only in this way can national brands become bigger and stronger and play their national advantages in the fierce market competition.