The Second Takeoff Of Jinjiang Brand

"Since 2004, Jinjiang shoe enterprises have invested more than 6 billion 500 million yuan in CCTV and local satellite TV only."

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In fact, the establishment of local sports brands can not escape the way of imitation or even Shanzhai.

The predecessor of the 361 degree was Buick (Fujian) Shoes Co., Ltd., because the car and Buick brand crash, the industry and commerce departments were asked to change the brand and company name.

In Jinjiang, the "gram" generation is not only a minority, but also PEAK, Meck and Hongxing Erke, all of which are considered to have the suspicion of taking the Nike express.

And now the Anta brand and XTEP logo are also called "reprint" of foreign sports brands such as Brooks and Reebok.

Even advertising creativity and slogans are full of strong imitations.

Li Aiqi, a technical manager of IT company, is a basketball fan. The TV in his family is always fixed on CCTV sports channel. In his view, the advertisement of the domestic sports brand is astonishing. "These advertisements are shots of volley shot, strong dunking and so on, coupled with the slogans of shouting and shouting, and all of them are like an advertising company."

But this kind of advertising bombing brought rapid growth to the "Jinjiang Department". With the help of "sports stars + advertising bombing", the "Jinjiang Department" started a vigorous "brand building" campaign in 2000. At that time, most of Jinjiang's sports brands imitated the "licensing" mode. They hired celebrities to endorse, sponsor major sporting events and hit heavy gold to advertise on CCTV, so CCTV5 was nicknamed "Jinjiang channel".

Li Aiqi has a new memory of the "brand building" movement. "As soon as the TV is opened, these advertisements are all pervasive."

According to the official data provided by Jinjiang, since 2004, Jinjiang shoe enterprises have invested more than 6 billion 500 million yuan in CCTV and local satellite TV only.

Nowadays, the advertising bombing of the "Jinjiang Department" still exists, but differentiation begins to emerge. Some brand advertisements begin to emphasize the core value and spiritual appeal of the brand, and the way of expression becomes softer.

On the products, the blind pursuit of international brands has developed into a fanatical pursuit of R & D, and a large scale increase in R & D design costs has become a major event for every Jinjiang sports brand enterprise after listing and financing. At present, the footwear industry in Jinjiang has controlled the footwear industry to produce more than 2000 core technologies and has 189 patents.

"Jinjiang can't satisfy them.

"The atmosphere of entrepreneurship is so strong that there is nothing like doing business without doing anything."

Jinjiang Ji Ming was a staff member of a local institution. When he finished school from Beijing and went back to his hometown, he was stunned by a strong entrepreneurial atmosphere.

Unlike Nike, Adidas and Lining, the "light asset model" outsourcing product manufacturing and retail distribution business, all enterprises in Jinjiang department are vertically integrated business models of R & D, production and sales.

In Liu Shutong's view, vertical integration mode can better control the cost of intermediate links.

Despite the advantages of industrial clusters, Jinjiang has not been able to satisfy the ambition of these sports brand enterprises, and migration is inevitable.

More listed shoes and clothing enterprises have moved their headquarters from Jinjiang to Xiamen, a scenic and more cosmopolitan city. Liu Shutong told the Beijing Morning Post reporter: "in recent years, Anta, XTEP, 361 degrees, PEAK and other brands have moved their respective strongholds to Xiamen."

At the same time, the production line was moved to the Midwest cities with lower labor costs. Under the pressure of the tide of the times, the "Jinjiang Department" gradually moved away from its base camp.