Three Big Chopsticks To Analyze Sports Brand Jordan

Jordan, the sporting goods company of "brand capital", belongs to the two or three line sports brand enterprise of China, but its growth process is still very unique and intelligent.

Before and after 1998, when Jinjiang was about to set up sports industry licensing, a shoe company began to brand its own way with "Jordan" as its brand.

In fact, Jordan has nothing to do with JORDAN: "China can only be called QIAODAN (QIAODAN), not JORDAN, and Nike's JORDAN is called JORDAN".

Fortunately, almost everyone in China knows that Jordan is the Chinese name of JORDAN, the outstanding basketball player of the United States.

By virtue of its brand name's high popularity, reputation and association, plus powerful market development, this enterprise can break through in thousands of shoe enterprises in Jinjiang.

5 years later, most of the brand building enterprises that were quite unyielding at that time had gradually faded away from the consumers' sight. After 10 years, many unfavorable factors such as RMB appreciation, recruitment difficulties, raw material prices, tightening macro-control and so on appeared, and more than 200 shoe enterprises went bankrupt and continued.

But Jordan is still alive and well.

According to the June 2007 Shanghai securities news, Jordan sports ranked sixth in Quanzhou's sibling brothers, and has more than 2500 stores in China.

In China, a number of small and medium-sized enterprises are allowed to grow up in a muddle.

But after the stage is growing and the market is maturing, we have to consider the future of the enterprise.

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With this unique way of growing up, the brand concept of Jordan has congenital defects.

With the development of the market, only a few brands will survive.

They have been recognized by consumers, and consumers will gradually get to know them and understand them.

Jordan's rich connotation and strong association with basketball come from American basketball superstar JORDAN, who is an important figure to help NIKE brand rise and has nothing to do with China's "Jordan".

Although the flying JORDAN is no longer playing on the court, though Jordan has won many honors of the national name...

Brand is still not a symbol.

Fortunately, Jordan has completed its original accumulation, and the Chinese market is also big enough, and it is also an important part of the international market with the most potential and rising momentum in the new century.

Some people say that Jordan has rebuilt a brand.

Easier said than done!

How much does it cost to build a new sports brand?

Who will bear the risk?

To abandon the "Jordan" brand, is the dealer willing?

Anta, XTEP, 361 degree, Hongxing Erke and PEAK all rely on the hard journey to build the brand step by step.

Their brands are real and are Jinjiang's local brands.

To make Jordan brand bigger and deeper in the Chinese market, or in a certain period, Jordan company is worth doing.

Make full use of this resource and serve as an important trump for the consolidation of the Chinese market.

The layout of this brand in China is mature, and the development of new brands can be a brand that is higher than Jordan's mid-range positioning.

The international market seems to be very remote, so Jordan has a long and long journey.

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With the introduction of Adidas, the world's leading sports brand, "no impossible", the brand of China's leading sports brand Lining "everything is possible" has been rebuilt successfully. Jordan seems to have seen this trend.

Many sporting goods companies in Quanzhou are deeply aware of the importance of innovation and creation, but there are obvious, subjective and positive COPY in product research and development and brand promotion. The objects are naturally international brands such as NIKE and ADIDAS.

"No impossible", "everything is possible", emphasizing potential, breakthrough and enterprising, of course, some people are only one-sided understanding of "possibility", and Jordan also came to "everything is absolutely not."

Such publicity and one-sided propaganda will not benefit the brand in the two or three line position, but it will only make consumers feel unsure and naive.

In fact, even the consumers of the two or three line brand, they also value their independence and originality.

For the two or three line brand, we should take advantage of the unique product and brand (global brand network) concept to go out of the road of differentiation, and let the brand stand out on the two or three line.

Not long ago, I saw again that Jordan launched a new promotion: "tailor-made for Chinese consumers" - although it is plain, but it also reaches a middle level. Is that much better than following everything?

In addition, I learned from some channels that "tailored for Chinese consumers" has become the brand concept.

This is actually inappropriate.

Brand concept is a concept advocated and shaped by enterprise brand, starting from spirit and value.

And "tailor-made for Chinese consumers" is only the product development and design concept, only on the product level.

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From the end of 2007 to 2008, China's manufacturing environment began to turn dark, and Quanzhou was also affected by many unfavorable factors, such as RMB appreciation, raw material price rise, tightening macro-control, and rising labor costs.

2008 the Olympic year's encouragement for China's sporting goods market is an opportunity and huge consumption stimulation is still in the ear, but the "black cloud" which is not optimistic appears to have appeared over many shoe companies in Quanzhou. The situation is judged to change from "maintaining growth" to "slow growth" or even "retrogression".

Against this background, Jordan, director of the planning department of the company, said in an interview with "First Financial Daily" that "Jordan is not planning to make massive investments in Olympic publicity. He recently focuses on mining talents."

For sports brand, the Olympic Games can not be met, and it is very consistent with the attributes of Jordan brand.

Although the Chinese Olympic Organizing Committee has increased the protection of the legitimate rights and interests of Olympic sponsors, it is not that "non Olympic" marketing has no chance.

In addition, increasing investment in brand communication during the Olympic Games will have a better overall effect than usual.

In the context of market downturn and environmental disadvantage, the importance of sales is more prominent. Is this time to reduce marketing expenses?

In fact, marketing expenses should account for a fixed proportion of sales revenue.

Rather than a good business, save more when you invest more and less. Take brand promotion cost as the first thing to reduce.

Such a sense of "marketing cost is cost instead of investment" must be pformed completely.