"Three Axes" To Create "Sporting Goods Kingdom" In Jinjiang

"Jordan", "Kobe", "Yao Ming", "Yi Jianlian" - these domestic brands are all based in Jinjiang.

Among the numerous local sports brands in Jinjiang, Anta is famous in China.

As Jordan, who highlights himself as "national brand" in advertising, has been caught in a wave of infringement recently.

Apart from "Jordan", there are also brands like "Yao Ming", "Yi Jianlian" and "Kobe" in Jinjiang.

How can Jinjiang become a sporting goods kingdom?

Brand "three axes"

Jinjiang, a county with a permanent population of only about 1600000, was GDP (gross domestic product) of 107 billion yuan in 2011, and its per capita GDP exceeded 66 thousand yuan.

Its pillar industries are sports shoes and clothing - there are only more than 3000 such enterprises in Chen Dai Town, with an annual output of more than 500 million pairs of sports shoes, which account for half of the total output of national sports shoes.

Jinjiang people always enjoy the brand strategy of free riding.

After Anta's "success", Jinjiang and Quanzhou came out with brands such as Kang Tai, Bei Tai, Rui Ting, anti step, quality step, new step, steady step, build step, country step, Yu Tai and so on.

Call a gram (with "Nike"), a di (with Adidas), a certain step (follow Reebok) follow the trend of international brand also many, in fact, "PEAK" has the suspicion of "Olympic" free car. The early name of "360" is "Buick", which is the same as that of General Motors's automobile brand "Buick", and resistance to Dlong, Addie nears and Adi Wang and so on through the edge ball, now also has certain popularity.

Jinjiang brand likes celebrities.

Similar to the "Jordan" case that attracted litigation, in Jinjiang, more than one enterprise registered "Kobe sports" and "

Besides the brand name, the phenomenon of opportunistic, free riding and copycat in the field of trademark Logo can be seen everywhere.

Jinjiang enterprises have "three axes" for brands, and the first is the naming of them. The second axe is the celebrity endorsement.

The earliest sports brand that asks celebrities to endorse is Anta.

In 1999, Anta asked Kong Linghui to endorse the "sky high price" of 800 thousand yuan, and won the Olympic champion in second years. The market share of Anta rapidly climbed to 13.4%.

Since then, Jinjiang enterprises have been heavily invited to star endorsements, such as Meck invited Fu Mingxia and Kim lake to invite Wang Nan; entertainment stars are also sought after by sports brands, Li Lang invited Chen Daoming, flying grams to invite dawn, and the birds signed Andy Lau.

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When you can't afford big stars, there are also some tricks to save money.

Such as signing some unknown players or passing stars, playing the label of international stars, or simply by wearing clothes, headscarves, hitting positions and celebrations, such as "Shanzhai" Nadal, James and other stars, everything is perfect, that is, no facial features.

The third axe of Jinjiang brand is to spend money at the expense of advertising.

During the 2006 World Cup, one of every 4 Advertisements of CCTV-5 was Jinjiang brand.

"Jinjiang people earn 10 yuan, dare to take out six or seven yuan to advertise."

Chen Daishan, deputy general manager of Xiamen source Trust Asia brand management company, said Jinjiang people.

However, most of these advertisements are plotted by enterprises or small advertising companies, most of which are not highly qualified.

For example, let the protagonist in the advertisement take care of the dance in a solemn Museum, wear a running shoe to chase the dog and chase the plane.

"Do not look down on this kind of advertising, the three or four line city consumers have no concept of the brand, really buy their accounts."

Chen Daishan said, "if you want to be too creative, they will not understand."

"Money makes money."

The first pair of sneakers in Jinjiang were made in a family workshop in early 1980s in Jinjiang, Chen Dai Town, Yang Dai village.

Subsequently, the staff of the foreign trade company handed over the foreign orders to the local shoe factories, and the development of the substitute industry began.

In the late 1990s, under the leadership of Ding Zhizhong, Anta began to explore the road of independent brand.

This is rather difficult, because it was a foundry for the drought and waterlogging.

Ding Zhizhong is still a big brother in today's Jinjiang rich circles, though he is only 40 years old.

After the listing of Anta on the HKEx in July 2007, XTEP and 31st degree also listed on the main board of Hongkong.

Their revenues in 2010 were 7 billion 400 million yuan, 4 billion 500 million yuan and 4 billion 300 million yuan respectively. They were the top three sporting goods brands in Jinjiang.

In terms of revenue, "Jordan" belongs to the Jinjiang brand moving from the second line to the first-line brand.

In the early days of Jordan's development, he was relatively low-key in his early years and rarely spent money on promotion. He did not start advertising in the last two years to push the "national brand".

In the first half of 2011, Jordan's half yearly sales volume has reached over 1 billion 700 million yuan, with a profit of nearly 350 million yuan.

According to the prospectus of Jordan sports, its founder, Ding Guoxiong, opened a private shop in Beijing in early 1980s to distribute sports shoes.

Since 1985, Ding Guoxiong has started operating wholesale sports shoes and has accumulated primitive capital.

In 1984, Ding Guoxiong and his father, Ding old, invested 136 thousand yuan to establish Jordan sports predecessor.

Lu Yao believes that even though the prosecution of flying Jordan is likely to delay the pace of listing of Jordan sports, but its listing is confident, "that is to lose a sum of money, Jordan sports can afford."

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Listing and financing "breath taking"

Listing for

Liu Kangjun, chairman of Derun investment consulting company, said that most of Jinjiang's SMEs are in the state of insolvency. They rely mostly on bank loans and private lending to support operations. Banks are struggling with breaking loans. As far as he knows, Kobe sports and Fuji shoes have recently been cut off.

With more and more fierce competition and higher cost, many large brands have begun to pfer their capacity to inland provinces and cities, and marketing centers or headquarters have moved to Xiamen, Shanghai and other places.

For example, Anta moved part of its capacity to Fuyang, Anhui, where the birds set up factories in Anhui and Wuhu, and the wolves and BELLE set up factories in Suzhou, Anhui.

Small and medium-sized brands are unable to migrate and build new capacity, making it more and more difficult for them to survive. Some of them hope to start listing financing and slow down.

At present, Jinjiang has more than 40 listed companies in the world, the largest number in the country's county-level cities, second only to Jiangyin, Jiangsu.

Some of them have been pferred through listing, such as Hongxing Erke, but there are many companies that haven't expanded their popularity to reverse their performance after listing. For example, in 2007, they were listed in Singapore: "wild sports" shoes and clothing manufacturers, China Sports International Co., Ltd., 2009 in the Canadian market, and Hongxing Wordenka listed on the Korean stock exchange in May 2009.

"A lot of small and medium-sized enterprises are listed for capital operation only. They cooperate with brokers to buy shells and sell stocks overseas, and then they will go back to the broker when they withdraw from the market."

Chen Daishan said.

In order to achieve the goal of listing, some brands that successfully hit the edge ball in the age of grass have to change their faces.

For example, Addie, who was founded in 2004, was listed in Malaysia in July 2009. Before the listing, the brand was renamed the German peak, and the company changed its name to Xingquan international.

Other enterprises can not be listed on the "do not fail to go", tossing several times instead of being badly hurt.

For example, Kobe sports, for listing in the US, was listed in the OTC market (OTCBB) in the name of Hengfeng in 2008, but has not been able to turn the board.