Ke Yongxiang: Starting From The Acquisition Of Carle And America

< p > in building a three-dimensional football marketing mode and strengthening KELME's brand influence in the football field, Ke Yongxiang said that KELME will put the focus of the channel on the network channel. Not only that, dig deep into the connotation of football culture, actively build different forms of football class activities, and lead the formation of football culture, which is what Ke Yongxiang should actively push forward. < /p >
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< p > > a href= "http://sjfzxm.com/news/index_f.asp" > Brazil < /a > the end of the world cup. The exciting events have made the fans hoarse. Ke Yongxiang, general manager of Jinjiang Yuan Xiang garment Weaving Co., Ltd., who was far away from the other side of the world, was not idle. She began to plan "change", and recently acquired the Chinese ownership of the famous Spanish sports brand KELME (Carle Mei), which has been a sponsor of the Royal Madrid team for 5 years in a row. In the future, Ke Yongxiang hopes to cut into the Chinese football industry through KELME, create a diversified football platform, and lead the formation of Chinese football culture. < /p >
< p > < strong > domestic sales to foreign trade < /strong > < /p >
< p > < strong > ramming garment productivity < /strong > /p >
< p > 2000, Ke Yongxiang's eldest brother started the Olympic magpie sports, specializing in football clothing, basketball clothes and other ball clothing. Because of this family background, Ke Yongxiang also started his ball business earlier. "With the help of big brother, in 2003, I opened an Olympic magpie sporting goods store in Fuzhou, and there were all kinds of balls in it, and the business was doing well." Ke Yongxiang said. < /p >
Less than P, nearly 6 years of independent small business, let Ke Yongxiang accumulate experience and development of capital; and in the same year, that is, in 2009, Olympic magpie sports changed its name to Yuan Xiang weaving, Ke Yongxiang, who has matured, officially became general manager. < /p >
In 2008 and 2009, the sporting goods industry in Jinjiang was in the "fever" period of licensing, and many people were throwing money into the brand. P But at that time, Ke Yongxiang made a different choice from others. He was not eager to create cards. Instead, he positioned remote Xiang as a dedicated production enterprise, first of all, to consolidate the clothing productivity of enterprises. < /p >
< p > "at that time, we had only twenty or thirty workers in the whole company. If you specialize in domestic sales, you will need a lot of money to do marketing and branding, and you have to keep up with the production capacity. But at that time, the company's capacity and financial strength are not enough to support the promotion of an internal brand. What is more important is that our company has experienced many years of family workshop style clothing production, whether in quality control or product development, it is still very extensive and does not have the conditions to create brand. After a sober consideration, Ke Yongxiang believed that Yuan Xiang should follow his own rhythm and follow his own path and not blindly follow suit. < /p >
Less than P, he adjusted the strategy of the whole company from domestic sale to foreign trade, starting from the most difficult and demanding clothing. Ke Yongxiang has his own thoughts on this transformation. He needs to consolidate the strength of Yuan Xiang's production base through the transformation of foreign trade, and make an in-depth understanding and standardization of the entire apparel industry chain. In addition, he also wants to contact more foreign brands through the window of foreign trade, so as to enhance his horizons. < /p >
< p > obviously, Ke Yongxiang's decision is right. In just 4 years, Yuan Xiang has developed from a small domestic trade enterprise with only twenty or thirty people into an internal and foreign trade combined enterprise with more than 1000 employees and several brands. In Ke Yongxiang's view, when an enterprise can achieve the ultimate goal of production, the enterprise is not far away from licensing and success. < /p >
< p > < strong > acquisition KELME plan brand development strategy < /strong > /p >
"P", taking foreign trade as the entry point, consolidating the foundation of the apparel industry chain, so that Yuan Xiang became a famous OEM manufacturer of KAPPY, KELME and other internationally famous sports brands in just 4 years. At that time, Ke Yongxiang began to plan another transformation of Yuan Xiang. And this time, his goal is to create cards. He feels that at this time, Xiang Xiang already has the best opportunity and condition to brand. < /p >
< p >, therefore, building Yuan Xiang's own brand has become Ke Yongxiang's core strategy. In his view, in recent years, the development of the domestic sporting goods industry is weak. If we play a brand new domestic sports brand at this time, we can say how much money it costs and how much it will cost. If we want to take the development route of foreign trade independent brand, it is also more difficult. After all, the sports culture of the European and American countries precipitates far earlier than China. < /p >
< p >, so Ke Yongxiang chose a more secure way to create a brand. In June this year, under the background of the global sports economy downturn, Yuan Xiang spent a lot of money to acquire KELME brand. < /p >
"P > why choose to buy KELME, Ke Yongxiang has his own view." far from the outside, KELME has far more initiative in foreign trade export. At least in the view of many foreign businessmen, Yuan Xiang is no longer a foundry enterprise, but also an enterprise with its own brand. Internally, KELME has been accumulated for more than 50 years and is one of the ten famous sports brands in Europe. With such popularity in China's sports market, at least in brand operation, what we need to do is to let everyone recognize this brand without having to spend a lot of money on publicity. < /p >
< p > however, there are few cases that Jinjiang enterprises acquire famous foreign brands, but at present, no enterprise has been very successful. In the face of doubts from inside and outside the company, Ke Yongxiang revealed the rational thinking in his confidence. "Unlike many previous acquisitions, our cooperation with KELME headquarters is not confined to the Chinese market, but on the contrary, it can be called global strategic cooperation. Next, we intend to set up a company to work together to develop KELME in the global market. In addition, KELME and Xiang Xiang are actually separate, Yuan Xiang is the producer, KELME is the brand operator, and KELME is just one of the Yuan Xiang brand strategy. Yuan Xiang can harvest the most advanced sports market information in the process of participating in the KELME global brand strategy, and can also cultivate and build an international brand operation team, and of course, KELME's long-term stable orders. It can be said that no matter from which aspect consideration, Yuan Xiang always occupies the dominant position of the market. < /p >
< p > < strong > build a football match platform < /strong > /p >
< p > < strong > create KELME China's influence < /strong > /p >
< p > if buying the ownership of KELME in China is part of Ke Yongxiang's strategic plan, it is the goal that Ke Yongxiang will strive to achieve in order to lead and promote the development of Chinese football culture by taking football as the entry point and spreading the KELME50 football brand for many years. < /p >
< p > "in recent years, the country's policy tilt on the football industry, Alibaba shares Hengda, Wanda Group sponsorship of the national football team and other sports news hotspots, all of which indicates the great potential for development of China's football industry in the future. KELME has been a sponsor of Real Madrid for 5 consecutive years, and has a world-class reputation in the field of football. Taking football as the breakthrough point and building China's influence in KELME is the next step I want to do. In Ke Yongxiang's brand planning, digging deep into the connotation of KELME football is a core part of it. When the brand develops mature, he will continue to promote and develop other products of KELME. < /p >
< p > "but now the overall environment is bad, I am not in a hurry to promote KELME at once. On the contrary, I will slowly operate this brand, and it will also be different from the traditional sports brand operation mode. Ke Yongxiang introduced, "in the brand promotion, KELME will take football as the entry point to sponsor various football sports events. Now we are the sponsors of the Pearl football club in Xin'an, Guangdong. We are also considering sponsoring the team in the league. Moreover, we are looking for potential players to become our spokesmen. < /p >
< p > in building a three-dimensional football marketing mode and strengthening KELME's brand influence in the football field, Ke Yongxiang said that KELME will put the focus of the channel on the network channel. Line will build a large brand experience direct shop, online will be Tmall image shop and professional sports shop distribution channels, so that the network channels of deep ploughing, and will provide personalized customized products for different online stores. < /p >
< p > not only that, digging deep into the connotation of football culture, actively building different forms of football class activities, and leading the formation of football culture, are also actively promoted by Ke Yongxiang. In his view, the connotation of football culture is extensive and profound. It is not only a sport, but also a good sport to cultivate team consciousness and individual responsibility. In particular, it is of great help to the development of young people. To this end, the construction of different types of youth soccer training camp, football match and football external communication has also become the core step of Ke Yongxiang's operation of KELME. < /p >
< p > < strong > 30, and start again < /strong > < /p >.
< p > Ke Yongxiang's first impression of people is introverted and even not good at speaking. But in fact, this quiet guy has a unique business sense and vision. It can be said that every change and development of Yuan Xiang is a new way. < /p >
< p > 2008, the whole nation sports, the whole nation creates the brand, at that time Ke Yongxiang unexpectedly transformed foreign trade, focused on production. He said that knowing himself and analyzing his own business and finding his own direction are more important than blindly following the trend of the industry. < /p >
< p > 2014, the sports brand was "badly damaged". Everyone was making strategic contractions, but he had accumulated many years' savings in the acquisition of China's ownership of KELME, Spain's first sports brand, and was committed to the promotion of Chinese football culture. He said that from today on, he will make himself an expert in the study of football industry. His idea is very simple. Every country should have its own football culture, and so does China. < /p >
< p > Ke Yongxiang is also very clever about the brand operation of KELME, while KELME is cutting into the Chinese market with football clothes, it can also export to other countries with blank market in the name of Yuan Xiang's own brand. Moreover, in the future, Yuan Xiang will also join KELME headquarters to form a company to prepare for KELME's global brand development. < /p >
"P >, that is to say, Ke Yongxiang often does not take the unusual road, but walks steadily on his own" clever path ". Today, he will lead the Yuan Dynasty to the top of the world with the stability and wisdom of his age. < /p >