Jordan'S Road To "Benefit" Behind China'S Development

Recently, the reporter conducted a questionnaire survey, selected Jordan, PEAK, 361 degrees, Nike, Hongxing Erke, Anta, Adidas 7 brands, asked respondents to answer which of them are foreign brands.

Among the 7 brands, only Nike and Adidas are foreign brands, and the remaining 5 are domestic brands.

But in this questionnaire, about 95% of respondents believe that "Jordan" is an American brand.

In fact, Jordan is a pure sports and leisure brand of "domestic lineage".

And the name of Michael Jordan is related to Nike's "Air Jordan" brand. Although the brand entered the Chinese market, it did not register the corresponding Chinese name, so "Michael Jordan" became a thing of no ownership. After the trademark was registered by Fujian Jordan sporting goods Co., the edge ball was facilitated for the subsequent development of Jordan company.

This Jordan is not the other, Jordan understands that Jordan is the Chinese brand registered by Fujian Jordan Sports Products Co., Ltd.. At present, the company has several thousand stores in the country, and its products have extended rapidly from the original sports shoes to a series of sporting goods including sports shoes, sportswear, bags and accessories.

Jordan's products are not only named on the name of "China Jordan" and "American athlete Jordan", the brand Logo is similar to the American brand Air Jordan.

Air Jordan brand Logo is a sign of shooting athletes, while Jordan is an athlete's dribbling movement.

If people who are not familiar with the two brands, it is easy to regard these two Logo as a brand logo.

"This coincidence can not be said that Jordan's company has a good heart, so that its misunderstanding with Air Jordan continues."

Some marketing experts point out.

In fact, in 1984, when the 21 year old Michael Jordan was still a newcomer in the basketball world, Nike took a look at his development prospects and worked with Michael Jordan to start selling basketball shoes with Air Jordan logo, which Chinese consumers call "Jordan shoes".

In 1984, Nike produced the first generation of Jordan shoes. Since then, a new product has been launched every year, which is called "Dai". So far, it has come to the 23 generation of shoes.

Every new Nike shoe has become the target of Jordan's fans in the world.

Even when Jordan retired in 2003, he failed to weaken the momentum of the annual sale of Jordan shoes.

Reporters randomly interviewed a boy in high school on the streets of Beijing. He told reporters that although Michael Jordan was retired, he was still one of his favorite NBA stars.

He also believes that the Jordan brand was founded and operated by Michael Jordan.

The reporter also interviewed a young lady who thought Jordan was from the United States, either he founded or endorsed it. She said she rarely buys sports casual clothes, nor is it very clear.

In the random interviews of online reporters, there are also 8 or more people who believe that Jordan is a foreign brand, and that Jordan is a basketball star Michael Jordan founded and named after its own brand. Few people know the relationship between Michael Jordan and Nike and Air Jordan.

The rush for trademark registration has brought huge benefits to Jordan, who is not Jordan. Compared with the old sports brand Nike, China's Jordan company is considered a junior.

Founded in 1998, Jordan is just a small company doing sports shoes, and a group of Jinjiang shoe enterprises such as XTEP, del Hui and Hongxing Erke have also been developed during the same period.

In such a competitive environment, many companies adopt a common advertising strategy -- ask celebrities to endorse, in this way, the brand will be known to consumers in a relatively short period of time.

For a time, CCTV5 was also nicknamed "Jinjiang Taiwan".

Unlike other shoe companies, the Jordan brand has saved a lot of advertising fees through the rapid development of Jordan's influence in China.

Jordan has focused its money on product research and development, and channel construction, and has made this unknown shoe company a large company with thousands of stores in the country today.

Beginning with naming the brand as "Jordan", all marketing of Jordan began to revolve around basketball.

For example, sponsored by the State Education Commission and the General Administration of physical education, the "small basketball board" project in major cities of China has been sponsored by the National Education Commission and the General Administration of sports. It has sponsored 2001, 2002, and 2003 consecutive three years CBA Chinese men's Basketball "Jordan cup" a B League, and has obtained the qualification of the 2002 Chinese men's Basketball League A League All-Star Ming Jordan star team named sponsor.

Most importantly, the production of Jordan basketball shoes series has also become a special product designated by China Basketball Association CBA.

Through brand marketing and effective management of enterprises, Jordan has made a great impact in China.

From 2001 to 2003, the series of products was awarded the honorary title of the best selling products of the national key retail stores, and became the "famous trademark of China" in 2005.

The brand name is a kind of special intangible asset. Jordan has benefited from the fame of Michael Jordan as the beneficiary of the Jordan effect. The marketing activities of Nike for the Air Jordan brand also made many consumers think that these are closely related to Jordan brand. Even in 2004, "Jordan China line" originally made brand promotion for Air Jordan. However, the Michael Jordan went on to let more Chinese consumers deepen the impression of Jordan in Fujian.

Of course, Nike knows that China also has a Jordan and Jordan company's scratch ball so that Nike has no way to do so.

How Jordan won the international market to seize the Chinese name of world famous brand has become a shortcut for the early development of enterprises.

With consumers' awareness of these big brands, companies that have registered Chinese names have saved large advertising expenses and thus easily opened up the domestic market.

The marketing of Nike in China for Air Jordan brand has undoubtedly increased the market development of Jordan company.

After the success of Jordan company, Fujian shoes enterprises registered Chinese names such as "Kobe", "Everson" and other NBA basketball stars as Chinese brand names. These brands have nothing to do with the stars.

Although Jordan made profits from the rush brand, it also set a bottleneck for its broader development space.

Jinjiang, Fujian, where Jordan is located, is an industrial cluster of sports goods in China.

Here is a collection of famous brands such as Anta, XTEP and HOSA.

From the beginning of the company's foundry, many famous brands have been created here. Jinjiang sporting goods enterprises are facing the problems of financing, developing the international market and upgrading industries.

Listing has become the goal of many brands.

After Anta landed in Hongkong stock market in 2007, XTEP was also listed in the Hong Kong exchange in June 3rd this year, becoming the second listed Fujian Jinjiang sporting goods company.

It is reported that Jordan is also ready to go public this year, and has registered Jordan's graphic trademark in many countries, making preparations for developing the international market.

But if China's Jordan and Air Jordan compete in the international market, it is self-evident that brand competition alone is more competitive. How to break the brand's restrictions on the international development strategy of Jordan is the choice that Jordan has to make before going public. After all, Jordan and the world's basketball fans' idol Michael Jordan have nothing to do with it.

Related links: 15%. Because of the lack of intellectual property protection consciousness, the famous trademark of the mainland is being registered overseas. In recent years, some well-known trademarks have been registered in China.

In February 2004, the trademark of 15 well-known clothing brands such as nine Mu Wang and Qipai were snatch in Macao.

These 15 enterprises are all garment enterprises in Quanzhou, Fujian. Their brands include nine herdmen, old people's city and Qipai. Some of them are well-known trademarks that have been identified by the State Administration for Industry and commerce.

In February 2004, a Macao resident named Wu Chufa applied for registration of the 15 trademarks to the Macao Special Administrative Region Economic Bureau.

In the end, 8 enterprises have actively protected their rights, and have recovered their rights and interests. 7 companies have given up their rights protection. However, the relevant people said that if these enterprises want to restore their trademark right in Macao, the time and cost will increase.

According to incomplete statistics from the relevant state departments, up to now, 15% of the well-known trademarks in the mainland have been snatch abroad.

According to the Hongkong Ta Kung Pao report, the price of trademark pfer has been raised by the rush drivers, resulting in heavy losses to many mainland enterprises.

According to the monitoring report, many famous clothing brands such as Anta, Tonlion, Dao Lang, village entrance and snow fly were registered by the same company in Hongkong.

The mainland trademark has entered the rush hour of being overseas, and some experts predict that this situation will last for at least five years.

Once a well-known trademark is registered, the right to take back the trademark will pay a heavy price. If the trademark is not protected, it will face the fate of being accused of infringement or withdrawing from the existing market.

According to the experts, there are three cases of trademark being registered. One is to sell economic interests and then to sell the trademark right to the enterprise after deliberate rush. One is to use famous brand value to run its own products locally, and another phenomenon in recent years is that some enterprises take advantage of the brand name to prevent competitors from entering into a certain area.

"Jordan" borrowed Jordan's light, our newspaper reporter Li Guodong. Now, if some companies want to use "Yao Ming" as the trademark of the brand, they will be rejected by the Chinese Trademark Office.

In the same way, it is not feasible for Americans to register "Michael Jordan".

However, when Michael Jordan arrived in China, his Chinese plation of "Michael Jordan" became nothing but a symbol which was regarded as a symbol only. It was not protected by relevant laws and regulations.

In this way, a small shoe factory in Jinjiang, Fujian successfully registered the "Jordan" trademark in 1998. Since then, "Jordan" has embarked on the road of rapid development.

It is understood that Jordan brand in less than 10 years, developed to have more than 3000 stores, brand awareness, reputation ranks first in the country's own brand.

Jordan has recently appeared on the market, and its development momentum has been well regarded by many marketing experts as a miracle.

So, what is the achievement of "Jordan"?

First of all, it is Jordan's name. Although the Jinjiang company registered the "Jordan" trademark in 1998, Michael Jordan has retired, but its position in the world basketball world is no longer comparable to that, and it will leave a lasting influence on the market for some time after retirement.

In the latest issue of Forbes world famous Top100, released in 2007, Michael Jordan, who has retired for many years, still ranks twenty-sixth in the ranking of sports athletes, which is enough to illustrate his position in people's mind.

When young people who love basketball, especially Michael Jordan fans, they will think of Jordan as a super idol when they come into contact with Jordan's products.

"Jordan" shoes have also become their first choice.

When other brands of similar brands come up with high advertising fees and become famous in the major media, "Jordan" does not need to spend a penny of advertising fees, and is asked by the shopping malls to go to the counter to attract customers for shopping malls at a higher price, and it is because Michael Jordan has added a lot of reputation and loyalty to the brand.