Decades Of &Nbsp; Shaping JUMP Brand Is Far Sighted.

June 2nd China's huge consumption prospects for any high-end

Relevant information shows that some world brands are adjusting their global.

Since twenty-first Century, China has jumped to the world's largest footwear consumer by an average of 2 billion 257 million pairs of finished shoes.

But with the rapid development of the national economy and the continuous improvement of people's living standard, the consumer consciousness and ability of Chinese consumers are constantly increasing. Especially in the case of expanding domestic demand, with the increase of the disposable income of urban and rural residents, the acceleration of urbanization and the rapid development of the retail market, the Chinese are no longer satisfied with "can wear", but begin to emphasize the "comfortable, well dressed" and even "wear".

Asia, especially China, is becoming the breeding ground for world brands in the future.

China's world's first sports shoes brand

JUMP is the brand founded by Chen's six brothers in Taiwan in 1975. Now it sells its own sports shoes to more than 30 countries and regions in the world with sales of 3 million pairs each year.

Now the pride of the "gate" is its price, the highest price of 280 US dollars and a pair.

Maybe Chinese consumers know little about this brand, but this brand is displayed in Europe, America, Latin America and world-famous brands.

In 1998, the European and American popular sports shoes designed a series of traditional "alien" series, which successfully landed in the European and American markets and Latin America.

Thanks to the favor of Mr. Deng Weilin, the chairman of MirabellGroup, the largest shoe marketing company in Hongkong, the market was then introduced to Hongkong and Mainland China, where the famous artist, "Huan Zhu Ge", Zhao Wei visited Taiwan for the first time to visit Taiwan. He visited the general store / Fox store in the first visit to Hongkong, and visited the Hongkong for the first time when he visited the Hongkong. He also showed up in the big scenes and made a stir on TV and newspapers.

At present, the JUMP "alien" series has been sold exclusively by the world's second largest footwear giant, Hongkong BELLE group, at the price of RMB 690, and has been selling for nearly 10 years in selected "beautiful treasure" and "Teenmix" stores. It has created the leading position of "high class sports shoes" in the mainland market and Latin America!

In 2002, the concept of "Asian cool, European and American" was adopted by the Spanish design team, which is a unique new work of "JUMP".

Forthepeople, recognized by Mr.Monderer, the French excellent designer, introduced France's long history of the senior department store Lafayette (commonly known as the old Buddha) and Printemps (Spring Department Store), and the world famous brand next door display, the rapid spread of Europe, and by Latin American agents in Venezuela set up 10 JUMP stores and wholesale, in 2005 by the United States well-known women's shoes designer Mr.SteveMadden agent, in 100 SteveMadden store sales, and into the well-known department store Nordstrom and Macy s.

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Spending $2 billion on the door for 24 years with Adidas

In 1992, when the door opened to the European market, Adidas, the industry's big brother, launched a hunting campaign against the emerging brand from Taiwan.

Because there are similarities between Adidas and its trademark, in the German market, Adidas began accusing the trade mark of being similar, so that the door could not be sold by the trademark. The accusation action began in Germany, and the trademark litigation initiated by Adidas from Europe, Australia, North America, central and South America, even to Israel and Turkey spread across five continents, twenty-six countries and regions.

In November 2005, the brand name of Taiwan sports shoes, a trademark war between JUMP and Adidas (Adidas), was a major turning point. Taiwan's brand, general gate, finally won a preliminary victory in Taiwan. Adidas was asked not to use the original trademark in Taiwan.

The trademark war between Adidas and Shanghai will take twenty-four years and cost up to NT $two billion.

Taiwan sports shoes brand -- General gate (JUMP)

Chen Ruiwen on "brand value and brand operation"

For the experience of creating a brand, Chen Ruiwen told us that in order to create an international brand, in addition to the lack of brand awareness and professional personnel in brand management, the pition attaches importance to short-term interests and ignores long-term interests and becomes a common problem.

In the eyes of many domestic entrepreneurs, the brand is only for short-term interests. Around the brand building, publicity, promotion, and advocacy, it only doubles profits for 3 to 5 years, and lacks the care, patience and foresight of famous international brands for brand maintenance.

Because the concept of "brand always stands for short-term interests", many enterprises in China are making brands for the sake of making brands. They regard brands as a tool for short-term benefits rather than a brand to promote sustained and healthy development of enterprises, nor are they using brands to provide convenience or other values to consumers.

In other words, many brands have seriously deviated from the true meaning of the brand.

JUMP sports shoes return to mainland China market

As a pioneer of Chinese international brand creation, JUMP has been developing the world famous brand as its mission. With the world-renowned Black Eyed Peas and Orchestra in the world stage, it has also recognized the importance of the mainland market in China (1990 entering the mainland market in 1995 and withdrawing from the mainland market in China).

Apart from making Chinese people feel honored and proud of JUMP, the younger generation of the mainland can also get into the "fashionable sports shoes". This is also a top priority for JUMP.

To this end, the door will be launched in September 16, 2010 in Nanjing "Taiwan famous city", by the relationship business "brigade fox leisure shoes" stores, began trial marketing "luxury luxury sports shoes" series.

In the future, we will seek partners in mainland A-level cities, set up provincial flagship stores and franchisees, and sell JUMPDELUXE (luxury Series), J75byJUMP and TABOODELTAH on the Internet.

Through strong joint efforts and resource integration, the JUMP brand of Chinese market will revive in the future.

In 2010, TABOO used the new year's holiday to visit the Development Department of Dongguan's general gate, and collaborated with the design team of the general gate and the new designer, Mr. Gu Wen Wen, the Taiwan designer. In addition, J75byJUMP (JUMP1975 creation) and the "TABOODELTAH" series were designed.

For the mainstream market, the luxury price of $80-120 products was successfully launched into Footlocker (4000 chain stores), Finishline (more than 400), Journey 's (600)...

And other famous sports shoes in America.

At present, Hongkong, Japan, Korea, France, Venezuela...

And so on, twenty countries have begun trial marketing JUMP luxury series, and at the same time, introduce "J75" and "TABOO" series of offensive market price.

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JUMP has created the historical position of the top Asian sports shoes brand.

Michael Silverstein, a marketing expert of Boston consulting company, has found that the rational indicators of traditional market segmentation, such as purchasing power, risk awareness, culture and lifestyle, have been unable to clearly describe consumers' consumption preferences after a global consumer survey.

Because more and more consumers are willing to spend more money on certain products in exchange for better products or services, they are also willing to be frugal in some ways so as to save money and buy more high-end products in other categories.

In 2006, Chen Ruiwen, the son of president of the international group of president of the international group (LawrenceChen), took the background of his growing up in the United States and the sensitivity of the American sports shoes market as the design creative director. He designed a series of luxury sports shoes (JUMPDELUXE) combined with the European and American designers. He succeeded in entering the American boutique market at a high price of US $188 to 280, and sold it in the luxury department store "Bloomingdales".

Drive with European and American luxury brands.

In 2009, the performance Orchestra invited by the US top rated "American Idol" final night was held for 26 consecutive weeks by the BlackEyedPeas group, the first Billboard of the US authoritative music ranking, and the striking JUMP Hao Hua sports shoes displayed the infinite charm through the screen, which made the whole gate famous.

The soul of the orchestra, TABOO (Tab), has a special interest in JUMP. After buying four pairs of luxury sports shoes in New York, it automatically visited the house, visited the flagship store opened by SOHO in New York in 2007, and immediately reached a cooperation agreement with JUMP, endorsed for JUMP endorsement, and participated in the design together, and launched the "TABOOXJUMP" series, which was exclusively sold by us top department store "SaksFifthAve." (Fifth Avenue Sax) for $298, so that JUMP created the historical position of the top Asian sports shoes brand.

Chen Ruiwen and JUMP brand

All along, the impression of Chinese brand is still low quality, especially the Chinese shoe products.

But 35 years ago, on the other side of the Straits in Taiwan, a person had already seen the importance and urgency of self created brand.

In 1988, he founded the self created brand association with Taiwan Acer computer (Acer), Giant bicycle (Giant), Kenneth tennis bat (Kennex) and proton TV (Proton), and became the first director of the American brand association of Chinese businessmen, and was the first Asian personage to enter the FNM magazine (FootwearNewsMagazine) of the US footwear industry for the first time in 50 years, and served as the international director of the exclusive footwear Agency (TWO/TENFoundation) of the US footwear industry. She also served as chairman of Taiwan district. In 1991, she also praised Bush, President of the United States, as the best foreign businessman, and now Chen Ruiwen, President of the JUMP (general) International Group.

Recalling the original creation of the brand, Chen Ruiwen told reporters that the brand of JUMP (general gate) was based on the original design of "cool but not to be dazzled". It was priced at a price of around us $30, and it was positioned as a "brand name under the brand name". It launched a "leisure sports wind" in Taiwan. It reached a climax in 1980. It became the leading brand of Taiwan medium price sports shoes and began exporting to Europe and the Middle East market.

At that time, the success of the operation of the Taiwan market brought great encouragement to the general assembly. In 1982, the door began to enter the market of high priced men's shoes and sports shoes in the United States. The international office was set up on the 77 floor of The Empire State Building in New York. It is known as the tallest office in the world, and decided to take the professional basketball shoes route and compete with the European and American brands.

However, because the overall image of Taiwan's products is innate, the rental wall of the New York Times Square, which is rented for 250 thousand dollars a year, has caused a sensation and attracted public opinion because of the punning "Theonlywaytogethigherisillegal" (unless it can be jumped higher by breaking the law). However, in terms of design and publicity, it has not been able to resist the silver bullet offensive of the European and American brands. Its performance has never surpassed the leaders of Nike and Adidas. In 1990, it changed back to Taiwan sports leisure routes and landed in the Chinese market.

As for the development of mainland China, Chen Ruiwen recalled that in 1990, the price of mainland sports shoes generally fell between RMB 40 and 100 yuan.

But the general manager thinks that good quality, even high unit price, can attract customers to buy.

In Shanghai, Portman held the "general assembly product meeting" in Taiwan, which was the first activity in the five star hotel in the mainland, and invited the most popular male star Angus Tung in the mainland and the famous artist Angus Tung and Sally Chan in the mainland to participate in the campaign, which caused a sensation, and sold the mainland sports shoes market that only sold 40-100 yuan at a high price of RMB 168-268 yuan. Unfortunately, the mainland's macroeconomic regulation and control could not continue to buy the sports shoes made in Taiwan by foreign exchange, while the agent's expansion in the real estate market was too large to be able to repay the goods imported from Taiwan, and ended the cooperation between the two sides in the end.

JUMP brand vision in the next 5 years

According to Chen Ruiwen, "we plan for the next five years. We hope that in the next 5 years, we will be able to enter the department stores of Europe, America and Asia. We will set up 20 brand stores in the United States, set up 30 stores in China, and achieve 50 million US dollars in retail sales within 5 years.

In addition, in the future, we hope to shape the JUMP brand into China's first professional sports shoe brand that can compete with the famous European and American famous professional sports shoe brand NIKE (Nike) Eddie Das (Adidas) in the future, and let all Chinese gold medalists wear the "JUMP" sports shoes that Chinese people have designed and owned by the Chinese people to win the light for the Chinese people.

JUMP brand is looking forward to creating a win-win situation with China's future consumer market and the famous sports shoes brand or related enterprises in mainland China.