Broken Pen Jordan

Before and after 1998, when Jinjiang was about to set up sports industry licensing, a shoe company began to brand its own way with "Jordan" as its brand.

In fact, Jordan has nothing to do with JORDAN: "China can only be called QIAODAN (QIAODAN), not JORDAN, and Nike's JORDAN is called JORDAN".

Fortunately, almost everyone in China knows that Jordan is the Chinese name of JORDAN, the outstanding basketball player of the United States.

By virtue of its brand name's high popularity, reputation and association, plus powerful market development, this enterprise can break through in thousands of shoe enterprises in Jinjiang.

5 years later, most of the brand building enterprises that were quite unyielding at that time had gradually faded away from the consumers' sight. After 10 years, many unfavorable factors such as RMB appreciation, recruitment difficulties, raw material prices, tightening macro-control and so on appeared, and more than 200 shoe enterprises went bankrupt and continued.

But Jordan is still alive and well.

According to the June 2007 Shanghai securities news, Jordan sports ranked sixth in Quanzhou's sibling brothers, and has more than 2500 stores in China.

In China, a number of small and medium-sized enterprises are allowed to grow up in a muddle.

But after the stage is growing and the market is maturing, we have to consider the future of the enterprise.

Broken pencil

With this unique way of growing up, the brand concept of Jordan has congenital defects.

With the development of the market, only a few brands will survive.

They have been recognized by consumers, and consumers will gradually get to know them and understand them.

Jordan's rich connotation and strong association with basketball come from American basketball superstar JORDAN, who is an important figure to help NIKE brand rise and has nothing to do with China's "Jordan".

Although the flying JORDAN is no longer playing on the court, though Jordan has won many honors of the national name...

Brand is still not a symbol.

Fortunately, Jordan has completed its original accumulation, and the Chinese market is also big enough, and it is also an important part of the international market with the most potential and rising momentum in the new century.

Some people say that Jordan has rebuilt a brand.

Easier said than done!

How much does it cost to build a new sports brand?

Who will bear the risk?

To abandon the "Jordan" brand, is the dealer willing?

Anta, XTEP, 361 degree, Hongxing Erke and PEAK all rely on the hard journey to build the brand step by step.

Their brands are real and are Jinjiang's local brands.

To make Jordan brand bigger and deeper in the Chinese market, or in a certain period, Jordan company is worth doing.

Make full use of this resource and serve as an important trump card in consolidating the Chinese market.

The layout of this brand in China is mature, and the development of new brands can be a brand that is higher than Jordan's mid-range positioning.

The international market seems to be very remote, so Jordan has a long and long journey.

Broken pen two

With the introduction of Adidas, the world's leading sports brand, "no impossible", the brand of China's leading sports brand Lining "everything is possible" has been rebuilt successfully. Jordan seems to have seen this trend.

Many sporting goods companies in Quanzhou are deeply aware of the importance of innovation and creation, but there are obvious, subjective and positive COPY in product research and development and brand promotion. The objects are naturally international brands such as NIKE and ADIDAS.

"No impossible", "everything is possible", emphasizing potential, breakthrough and enterprising, of course, some people are only one-sided understanding of "possibility", and Jordan also came to "everything is absolutely not."

Such publicity and one-sided propaganda will not benefit the brand in the two or three line position, but it will only make consumers feel unsure and naive.

In fact, even the consumers of the two or three line brand, they also value their independence and originality.

For the two or three line brand, we should take advantage of the unique product and brand (global brand network) concept to go out of the road of differentiation, and let the brand stand out on the two or three line.