Jinjiang Shoe Makers Fight For Olympic Games

Xu Jingnan, chairman of Fujian PEAK group, arrived at Beijing International Hotel on August 14th night to have dinner with President of Cyprus.

On the second day, the news of the meeting between the president of Cyprus and the president of PEAK China appeared on the main television stations and newspapers in the state of Cypriot.

Xu Jingnan told the newspaper: "PEAK's sponsorship of the Cyprus Olympic delegation and their president's friendship have opened up the situation in the Mediterranean small country."

In addition to Cyprus, PEAK is the full sponsor of the Olympic team in Iraq and Lebanon.

In contrast to PEAK, another Jinjiang sports brand Hongxing Erke sponsored the North Korean team and invited the Chinese weightlifting team, which is not very concerned about the masses, to endorse.

During the Olympic Games, there were no less than 10 shoe companies in Jinjiang, Fujian, which had a great deal of marketing. It reflected the white hot war situation that the sports industry contended for the first line brand status, and a few enterprises such as Nike, Adidas and Lining still locked the gates of the first tier cities with heavy gold.

    借助奧運(yùn)突圍

"PEAK has always wanted to be a sponsor of the Chinese delegation or some popular projects. Unfortunately, Adidas and Nike are always in financial trouble and are always rushing to sign ahead."

Xu Jingnan said this with a slight regret.

The 2008 Olympic Games was held at the door of Chinese sports brand, but the world-class sports brand circle took the most important sports resources in China, leaving the space for second tier brands too narrow.

However, Hongxing Erke became a sponsor of China weightlifting team and found that small space could also play a big game.

In August 9th, Chen Xiexia, a weightlifter, won the championship. Hongxing Erke acted quickly, and 3600 stores across the country played the slogan of "Xia, raising Chinese strength".

PEAK's sponsorship of the Iraqi delegation to Beijing Olympic Games is even more twists and turns.

Iraq's qualification was lost, and only 11 people came to the delegation, but 4 athletes who came out of the war earned the sympathy of the audience.

In 2008, the Olympic Games in Beijing entered Lining, Anta, PEAK, Hongxing Erke, Kang Tai and so on, and no less than ten domestic sports industry enterprises. No one would like to lose the Olympic opportunity, reflecting the frustration of being forced to break through the brand.

China is now the world's largest independent producer of sporting goods, with 65% of the world's output.

Jinjiang, Fujian, as the largest sports industry base in the country, has gathered more than 3000 shoemaking enterprises, but mainly OEM processing. Nike and Adidas suck up high added value in terminal sales with brand advantage.

In the 80s of last century, Nike was the PEAK factory of the foundries. It could feel the hardships of the brand from scratch.

Xu Jingnan told reporters that he had asked at a shopping mall in Beijing whether he could set up a store for PEAK products.

The other side replied, "we only accept international brand monopoly here."

"When I asked her what the international brand was, the other said the quality of the product was better than that of the domestic brand, and the brand had global influence.

As a matter of fact, international brands are produced by Chinese enterprises, and they come out of the same production line with domestic products, but the difference between them. "

Xu Jingnan said bitterly.

In 1998, Anta started its brand marketing in Jinjiang shoe enterprises, signed a contract with the table tennis team, and hired the later Olympic champion, Kong Linghui, to endorse it. When the profit was only 6 million, it hit 5 million in CCTV advertising promotion.

Anta's popularity has improved rapidly, and its brand advantage has been initially established.

Subsequently, Jinjiang's more than 40 routes along the Anta, endorsed by celebrities, advertise in CCTV, but due to the serious homogenization, it did not achieve the desired results.

Hanzhoung, the managing director of the brand (China) brand intelligence industry, told the newspaper reporter: "this is a common disease of Jinjiang sports enterprises. Advertising bombing relying on celebrity endorsement does not focus on the cultivation of brand connotation."

Wang Junyu, a sports brand marketing expert, said: "Anta's breakthrough is better than Adidas's learning benchmark, choosing its own spokesperson, and insisting on brand positioning for many years, even if it's Olympic propaganda.

    暗戰(zhàn)耐克、阿迪

In the same period, PEAK focused on basketball, and the spokesperson upgraded from CBA player Liu Yudong to NBA player Battier, and became the official partner of NBA.

Lining's basketball expert image in the consumer group is more and more solid, but the sales market has always been concentrated in the two or three line city.

Wang Junyu pointed out: "a successful sports brand must go along a long line. Adidas, based on the first equipment of football, can not be separated from football in terms of strategy and tactics. Even if Chinese football is rotten, they will also sponsor.

And PEAK's more than 10 years are basketball.

In August 14th, Xu Jingnan told our reporter that during the Olympic Games, a NBA first-line player would be signed as a brand spokesperson. This player is equally famous in the match field and Yao Ming, and is also in line with PEAK's strategy of developing the international market.

This is a heavy message, just like Nike used Jordan as a rocket to catch up with Adidas, and made the first brand of basketball. PEAK, after years of accumulation, has to rush to the first line brand.

Xu Jingnan said: "sooner or later, we need to stay in the first tier cities. This is not just a question of spokesperson. We have been working hard in capital operation and channel construction."

Another company, Hongxing Erke, advertised itself as a plume sports equipment operator. Unfortunately, during the Olympic Games, apart from sponsoring the weightlifting team, he didn't show his professional performance.