Fujian Quanzhou Sports Shoes Enterprises Rush To Attack International Market

Recently, the 361 degree Asian shoe research and development center was established. At the same time, the Asian clothing research and development center is also being selected, and China Hongkong and Japan will be the first choice. For PEAK, another sports brand in Quanzhou, it is estimated that in September, the US R & D center and the first sales branch will be established in Losangeles, the United States. At the same time, Anta set up overseas branches in Philippines and other places, while XTEP took Singapore as a stronghold to layout the Southeast Asian market.

From the recent moves of Quanzhou sports brand, it is easy to see that "going to the international market and building international brands" are becoming the main direction of Quanzhou sports brand's next step. "Internationalization" has also become the most popular word in the Quanzhou sports brand area in addition to "listing" in the past two years.

　　 Brand internationalization: entering international stores to acquire foreign brands

If China's footwear brand "go out" stays in the "product" at the beginning of twenty-first Century, after several years, the concept of "brand output" has been deeply rooted in the hearts of the people. "Out of the era of" OEM ", private brand output has brought new profits to enterprises. Hou Lidong, manager of PEAK brand public relations, said that PEAK had successfully made its brand enter the international mainstream sports store FootLocker in 2008, and is now working with several large retail stores in the United States. "This has achieved competition with international brands such as Adidas and Nike. The gap between local sports brands and international brands is gradually narrowing. "

By acquiring foreign brands, it is also a way for Quanzhou sports enterprises to achieve brand internationalization. Last year, Anta became the first Quanzhou sports brand to acquire international brands through the acquisition of China's trademark rights and business of sports brand Fiat. In the international campaign, more and more Quanzhou sports brands began to expand their overseas market business with the help of international fame. {page_break}

　　 Internationalization of management: introduction of internationally renowned management consulting companies

To achieve brand internationalization, talents internationalization and management internationalization are indispensable. Zheng Jie, executive vice president of Anta, has worked in Procter & Gamble, Adidas and other companies. Anta expects Zheng Jie to transform his business management model with his advanced international experience and establish a marketing system that can compete with world-class sporting goods companies.

An important reason why international brands are ahead of Chinese brands is excellent management systems and mechanisms. "Now some enterprises simply apply the operation mode of domestic brands to the internationalization of brands, and the functions of some enterprises involved in the brand internationalization business are still scattered in the domestic business management departments, which in fact restrict the further expansion of the internationalization strategy." Industry experts said.

361 degrees turned to internationally renowned management consulting firms. "At present, we are seeking to cooperate with the top five management consulting companies in the world. We hope to rebuild the entire management process of enterprises through 3 to 5 years, so that enterprises can first achieve internationalization in management." Zhao Feng, director of the 361 degree sports market center, believes that quality is fundamental and management is booster.

　　 Marketing internationalization: joining the world's top event resources

"In the face of economic globalization, enterprises always have to start their own businesses and not keep their jobs. If we can't take the initiative to go out and open up the "second battlefields", and quickly improve our international competitiveness, we won't even be able to keep up with the Chinese market. Ding Shizhong, chairman of the board of directors of Anta group, said.

It is precisely under such worries that the brand of Quanzhou sports has accelerated the pace of international marketing. In 2008, 361 yuan invested 350 million yuan, signed the Guangzhou 2010 Asian Games sports clothing senior partner. In 2009, it signed the Olympic Council of Asia. "Sponsoring Asia's top events is conducive to enhancing brand awareness in Asia and then to global markets." Zhao Feng said.

"The height of sports brand is directly proportional to the location of its sports resources." This is the marketing principle of sports industry. Companies like Anta, XTEP, PEAK and 361 degrees from Quanzhou are verifying this principle. With the help of capital, from the "made in China", "product output" to "China created" and "brand output", Quanzhou's sports brand is realizing "gorgeous transformation".