Misunderstanding And Opportunity Of Jordan In China

Every enterprise has the right to choose its own way of existence.

No matter whether you are big or small, original or imitation, you can only survive.

Talking about the difference is almost a moral question: can you get respect from others?

Now, if someone wants to use the "Liu Xiang" trademark, it will definitely not work.

In the same way, if Americans want to register "MichaelJordan", they must consult with MichaelJordan, a basketball player. But in China, his Chinese plation of "Michael Jordan" has become nothing but a literal symbol.

But consumers do not think so. They think MichaelJordan and Michael Jordan are the same thing.

This misunderstanding has brought a great reputation to Jordan, a pure Chinese breed.

Today's Jordan company is already a large company. Its headquarters is located in the village of Jinjiang, Fujian.

Unlike the neighbours, Jordan has been sitting on the wall in the star wars and advertising wars since 1999.

"Since the beginning of three years ago, we have implemented an advertising free strategy."

Jordan general manager Ni Zhennian said.

However, this company is not idle in the expansion of sales channels. Nowadays, Jordan also has thousands of stores, and its products are rapidly extending from sports shoes to a series of sporting goods including sports shoes, sportswear, bags and accessories.

Moreover, due to the fact that a large number of advertising fees have been saved, Jordan has more financial resources in the purchase of raw materials, expansion of channels and product design.

Ni Zhennian admitted that the trademark issue is a sensitive topic for Jordan.

"AirJordan" is Nike's brand.

Today, of course, the Nike company knows the existence of Jordan company, but from the competition pattern, Jordan and Nike are not on the same level. Therefore, on the market side, Jordan also can not talk about the threat to Nike.

At the time of Jordan's registration, Michael Jordan had gone to the age of retirement, but Michael Jordan remained unsettled even after retirement, even for Nike.

When Michael Jordan retired, Nike just launched the fourteenth generation of Jordan shoes. By the time the nineteenth generation of Jordan shoes was launched in 2004, its sensational effect was always the same.

Advantage, a well-known sports marketing company, points out that Michael Jordan's brand strength is beyond the age.

The quality of Jordan's edge ball is quite high. He has left a long illusion for the market, so that those young consumers will think of Jordan as a super idol when they come into contact with Jordan's products.

As a result, Nike's main marketing activities, which featured Jordan, gave Jordan a bonus.

Because of the legal status of "Jordan" trademark, Nike and Michael Jordan themselves can not find Jordan company trouble.

Speculation is a business method. Jordan's business profit is also reasonable.

But as a company claiming to develop its own brand, the hidden danger is whether its brand has lost its value when Jordan wants to become an international company. After all, globally, the brand culture related to Michael Jordan has little to do with the Jordan company.

There is a local news in Jinjiang that Jordan will be listed in Hongkong next year.

Ni Zhennian emphasized that as part of the global brand strategy of the enterprise, Jordan has registered Jordan's graphic trademark in many countries.

But after all, this trademark strategy only reflects the feasibility and safety of the "Jordan" trademark in law.

Market competition is another matter. If there is no brand culture that can be implemented in the world, Chinese enterprises will have no global brand status.

Based on this, Jordan's brand building needs to start again, and can not continue to rely on market illusion to win the market.

Facing up to creativity is the quality of Jordan's priority. As Michael Jordan said in his retirement speech, "I think the game itself is much more important than Michael Jordan."