Jinjiang Shoe Enterprises Enter Xiamen Market Crazily

China's sporting goods capital has a new base in Jinjiang, Xiamen Guanyin Mountain and Wuyuan Bay.

Anta, 361 degree, Jordan sports, great bird, Golden Lake...

If we count Jinjiang and Quanzhou, PEAK and XTEP, we can almost say that in the sporting goods industry, apart from the international giants Nike and Adidas, China's famous sporting goods brand is not Lining.

Today, they invariably move their operations headquarters to Xiamen, not only because of the preferential policies offered by Xiamen, but also more importantly, they need to expand their brand, marketing, R & D capabilities.

The Jinjiang department is basically an early childhood workshop. Whether it's product design or brand LOGO, it basically relies on imitating foreign brands and even Lining in China.

In the hands of Jinjiang businessmen who are good at cost control and market promotion, Jinjiang sports brand has sprung up rapidly and expanded rapidly.

This is the so-called "Jinjiang model".

But the shortcoming of this model is that it carries on with the original sin. When the enterprise becomes bigger, the problem of initial stage is exposed and enlarged.

For example, the controversy over the brand of "two Jordan" still remains unsolved.

This has led Jinjiang enterprises to realize that they are already in a higher level market system, which has completely different rules of the game.

"The brand awareness of Jinjiang enterprises is becoming more and more intense."

Jordan sports vice president Huang Tao said.

In the past, Jinjiang enterprises also attached great importance to brands, but most of them were for the need of market promotion, and "branded goods could sell higher prices".

But now, they gradually realize the deeper meaning of brand to an enterprise.

"In the context of rising raw material and labor costs, the profit margins of manufacturing industry are even narrower, and self brand is particularly important."

To some extent, it is Jinjiang's identity card that has entered the threshold of modern enterprises.

For example, for a company like Jordan sports, which sells for about three billion yuan a year, it must be mechanized, automated and pipelined, requiring extremely detailed division of labor, collaboration, more modern enterprise management, and a more humane approach to its own workers.

Just like many Jinjiang brand's running shoes advertisements will appear, the Jinjiang Department has been running forward in rain or shine, but this time, they must start on a new platform.

Everywhere

Jinjiang's leaders do not like to use the "Jinjiang model" to describe themselves as well as the outside world. They prefer to call it "Jinjiang experience", which is derived from Xi Jinping, vice president of the Fujian provincial governor.

Wang Maoquan, vice mayor of Jinjiang, believes that "Jinjiang experience" and Dongguan and Wenzhou belong to the manufacturing industry, but the three difference is that we have our own brand and Dongguan is a foundry.

We have a group of enterprisers who dare to create, and they are not speculative, they are very fond of home. This is the biggest resource. "

According to the China Sports Federation, the size of China's sporting goods market in 2011 was about 100 billion yuan.

According to their respective financial reports, of which, Nike China has sales of about 12 billion yuan, Adidas China about 10 billion yuan, Lining 8 billion 900 million yuan, three giants occupy about 30% market share, and the remaining six are represented by Anta (8 billion 900 million yuan), 361 degrees, XTEP (5 billion 500 million yuan), Jordan sports (4 billion yuan) and so on, and occupy the "Jinjiang Department" occupation.

Many areas benefit from it, such as taxation.

The sporting goods industry is a large household in Fujian.

In the 100 ranking of profits and taxes in Fujian, Anta ranked twelfth, 361st degrees ranked twenty-first, Jordan sports thirtieth, XTEP thirty-ninth.

Jinjiang is also a large labour importing market, providing jobs for 1 million migrant workers. This is not yet counted as a nationwide marketing network. Half of the pedestrian streets in most cities are "Jinjiang Street". CCTV sports channel, from column names to program advertisements, and host clothes, is almost all the figure of Jinjiang sports brand. It is nicknamed "Jinjiang sports channel". Anta also sponsored the Chinese Olympic Committee and CBA Professional Basketball League, 361 degree sponsorship CCTV5 and China Volleyball League, Jordan sports sponsorship college sports meet and winter games.

There are many foreign sports delegations and events, such as NBA, not only a lot of venues are full of "Jinjiang Department" advertisements, but also many players speak for Jinjiang sports brand, such as Anta signed garnet, Scola, PEAK sponsorship Battier, Jordan has Hayes, and Lu you choose Nash......

According to incomplete statistics, there are as many as 70 sports and movie stars engaging in brand endorsement in Jinjiang's shoes industry.

In May, the sporting goods Fair held in Beijing International Exhibition Center (New Museum), which covers an area of 150 thousand square meters, is the thirtieth session. "Jinjiang Department" has been the largest exhibitor, and has occupied more than 10% share in more than 1200 exhibitors.

So, Wang Maoquan thinks, "the success of Jordan's sports is not just a name.

361 degrees ago, they were called "Buick", but they grew stronger after renaming.

There are so many sporting goods brands in Jinjiang that have their historical and industrial reasons. "

The time goes back to the early 80s of last century.

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

Because it is located in Quanzhou, one of the oldest and largest ports in China, and separated from Taiwan, it is also the largest overseas Chinese town in China.

The local foreign trade company handed over the foreign trade order to the local shoe factory and developed the industry.

Nike, Adidas and other international brands have chosen this as a substitute factory.

This not only trains them skilled industrial workers and technology, but also gradually forms an industrial chain.

The predecessors of Anta, Jordan and other manufacturers were OEM foundries.

And as the popular Taiwanese song "love to win" is sung, "three points are doomed, seven points depend on hard work". This is the beginning of Jinjiang's commercial culture.

So OEM is not their ultimate goal.

Locals who are interested in gambling may also have a gambling nature.

These enterprises can eventually get rid of the low value-added foundry factory status, have their own brand, form "Jinjiang mode", Ding Shizhong can not fail.

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

This is an adventure.

In 1999, when Anta's annual sales revenue was only 50 million yuan, and its profit was only 4 million yuan, the Chinese table tennis player Kong Linghui was hired as the spokesperson of Anta brand for 800 thousand yuan.

Luckily, Kong Linghui won the gold medal at the 2000 Sydney Olympic Games, and Anta became famous. The slogan "I choose, I like" was once popular, and every big business followed suit.

The final result is that according to the data provided by the Jinjiang Municipal Economic Development Bureau, Jinjiang now has about 1 billion pairs of tourist sports shoes annually, about half of the country's sports shoes and nearly 1/3 of the world's sports shoes.

Jinjiang also owns 123 "Guo Zi" brand, including 96 famous trademarks in China, 24 famous brand products in China and 2 famous international brands.

These figures indicate that Jinjiang has formed a number of mature industrial clusters and brand clusters.

"Industrial cluster effect certainly means mature industrial chain, low procurement and logistics costs, abundant R & D, design and other supporting capabilities."

Wang Maoquan said.

This is the cumulative historical advantage of Jinjiang.

But in the new situation of rising costs and slowing growth, the industrial cluster effect is being challenged.