What is the Chinese name of the brand Quiksilver?

Many people pursue style. Style is a kind of temperament and an attraction. A company with style will have great charm. As a latecomer to the China market, the global cricket brand Quiksilver has been trying to promote a job in the past three years-to be an employer with style. ■ Ji Xu

Almost all surfers in the world know the name Quiksilver, which was founded by Australian surfers Alan Glynn and John Law. In the past 40 years, Quiksilver's brand has also extended to all board sports-skateboarding and skiing, which not only made many world-class athletes become fans, but even ordinary fans found the feeling of extreme sports from their clothes.

Yu Xiaohui, general manager of Quiksilver Asia Trading (Shanghai) Company, translated its Chinese name as "riding on a speedboat". "The extreme spirit of challenging yourself is one of Quiksilver's cultures. Compared with other sports brands, fashion is also what Quiksilver pursues. The China market has great opportunities to bring fashionable sports elements into people's lives. "

Sports fashion needs personality.

Employees wearing shorts, vests, slippers or jeans can often be seen in Quiksilver's office. There is also a rumor that a candidate came to the company for an interview with a tie and a suit. As a result, Quiksilver's interviewer deliberately pulled down his tie during the interview. Yu Xiaohui had a similar adventure. "When I attended the company training in Australia, I specially wore a pair of sandals and felt very casual. As a result, another colleague of the company gave me a pair of slippers and said,' Start wearing slippers tomorrow, your shoes are too formal'. "

Of course, these are all after-dinner conversations between colleagues in the company. Quiksilver's brand image gives people the feeling of constantly breaking the limits and challenging the tradition.

According to Teacher Yu, Quiksilver is a marketing segment with a clear consumer group-young people under the age of 35 who love sports. However, the target consumers of Quiksilver in the Mainland are quite different from their overseas consumers. The most obvious point is that it is still difficult to popularize surfing and skiing in China market due to the limitation of consumption capacity and sports venues. Street skateboarding began to appear slowly in big cities in recent years, and most young people have no experience in extreme sports.

However, this does not affect the popularity of this brand in the mainland in the past two years. "In the minds of many young people, it is cool to wear Quiksilver. Embroidery printing of various patterns reflects the fashion sense that challenges the limit. Just like many basketball fans like to wear Nike, it is the same reason, "he said humorously." "Before the Xiangyang Road market was cancelled, Quiksilver was one of the big brands of counterfeit clothing in summer."

Design has always been Quiksilver's strong point. For example, in Australia, nearly 1000 T-shirt styles are launched every year.

A relaxed environment gathers strong hands.

Despite its reputation and popularity abroad, Quiksilver is indeed a latecomer in the domestic market. In February 2004, Quiksilver just opened its first flagship store in Huaihai Road, and in the same year, Quiksilver Asia Procurement Center also opened a branch in Shanghai. Yu Xiansheng said, "As a retail outlet, Quiksilver attaches great importance to the personality characteristics of the local market; As a purchasing center, and in order to penetrate the Chinese mainland market in the north of Hong Kong, Shanghai Purchasing Center is not only responsible for supplying mainland brand companies, but also for supplying four continents of Quiksilver, providing fashionable clothes for the current season or the next season. "

It is understood that at present, the procurement center in charge of IT mainly recruits procurement talents in the Mainland, with five or even more than ten years of work experience. Yu Xiansheng said frankly, "The company is still making progress. In the initial stage, there is not much time and manpower to take care of the training of new people. I hope to get started as soon as possible and integrate into the team. For newcomers, our requirement is to be able to blend into the sea like a drop of water, rather than floating on the sea like a drop of oil. "

Attracting skilled workers to join the current hot talent market is a great challenge. Teacher Yu believes that although candidates are provided through headhunting companies or recruitment media, the most successful channel is the recommendation of colleagues or friends in the industry. "Although salary is an important factor, the corporate atmosphere recognized by employees has really earned it a good reputation from employers. It can be said that we have a very distinct culture, and employees know what kind of people will be suitable. We advocate a brotherly working environment, and advocate friendliness, environmental protection and health. The relationship between our colleagues and departments is very friendly. Our company can't see people wearing fur clothes, and we are also very concerned about the health of our employees. "

He especially recommended Quiksilver's design of the working environment. "The office was specially chosen in Taojiang Road, a fashionable and creative area with aura. The office style is like a bar salon, with warm red and quiet bamboo. Besides, there is a table football in the conference room next door. Every noon, different departments will team up to compete with each other to relax people after intense work. "

Occupational diversification

Although the new talent plan will not be launched for the time being, Mr. Yu said that the company has begun to plan the career of employees, so that employees can have long-term development in the company and have a sense of belonging to the company. "The product is targeted at the target population under the age of 35, but the older the employees, the more valuable they are."

In career planning, the company will provide employees with development opportunities in three directions: first, they can take the position of manager; Second, they can expand in a balanced way and work in different product lines; The other is to further develop their major. He explained, "Our products are becoming diversified, and they are no longer just a summer brand. Clothes can be bought in our shop all year round. There are all kinds of winter clothes, glasses and earrings, all of which are personal accessories. Therefore, procurement personnel have different fields to contact and have very strong career development. The number of opportunities depends on our efforts and the development momentum in the world, especially in China, and there will be challenges at any time. "

The good news is that the prospects are very promising, and the trend of national sports itself has brought huge business opportunities. "Two years ago, it was usually easy for our company to book badminton courts for employees, but now, if you don't book in advance, don't think about it." Yu Xiansheng, who set out to solve sports problems for employees, said optimistically, "What is certain is that the Olympic Games has brought a craze for sporting goods, but more importantly, people have turned sports into a way of life.

Note: enterprise small files

Quiksilver brand was founded in Australia from 1969 and successfully listed in the United States in the 1990s. Now it is a multinational group with a global market. Quiksilver is committed to designing and producing all kinds of clothing series, including complete fashion sportswear, accessories, glasses, watches and plate series, with its innovative design concept, fine production technology and emerging technology. It owns many international top board sports brands such as QUIKSILVER, ROXY, DC Shoes and Rossignol. Since Quiksilver entered the China market in 2004, it has successfully established more than 30 retail stores and franchisees in Hongkong, Macau, Shanghai, Beijing, Shenzhen, Chengdu, Nanjing and Shenyang, and successfully organized marketing activities such as China Skateboarding Masters and Danny Way Leaping over the Great Wall.

Company website: www.quiksilver.com.