Jordan: Alternative Success Mode

　 Most Jinjiang shoe companies are family businesses. Jordan No, most of Jinjiang's shoe enterprises are developing brand by advertising strategy at the beginning of their development. Jordan is not; most Jinjiang shoe companies choose the capital markets such as Hongkong and Singapore, and Jordan is not.

Because of its relatively complete industrial chain, Jinjiang shoe enterprises attach great importance to the cultivation of brand when they are born. "High quality products + focus on Design + precise positioning + sponsorship sports + star advertising endorser + strong media promotion + capital operation overseas listing" this series of combination punches, almost become the brand of Jinjiang brand enterprises common move.

Anta, XTEP, PEAK, Erke And so on. Sports Almost all sports apparel brands have gone through the usual pattern, and have achieved IPO in the overseas capital market, while Jordan and del Hui, who are closely matched by the brand and scale of the former, though the pace of listing is a step late, they are also actively operating.

Only one difference is that Jordan's capital market landing point chose domestic.

In fact, since its establishment, Jordan has always been a heterogeneous group in the footwear industry of Jinjiang.

　 Alien Ni Zhennian

Roughly speaking, most of the sports shoes worn by Chinese young people are surnamed Ding, such as Anta, XTEP and XTEP. Jordan shoes should also be named Ding, but it also has a very important founder, Ni Zhennian, President of Jordan sports dress.

According to statistics, Jinjiang now has more than 3000 footwear enterprises, with an annual output of more than 900 million pairs of shoes, ranging from chemical raw materials, leather shoes materials to shoe making machines. Almost all brand shoe companies have taken the development of advertising sponsorship and marketing network synchronization. According to statistics, over 40 Jinjiang sports shoes brands have been commercials on CCTV sports channel, and sponsored sports events cover almost all ball games.

However, in an interview with our reporter, Ni Zhennian revealed that when Jordan started, he adopted the brand name contrary to the majority of Jinjiang shoe companies. Instead of advertising, Jordan put all the cost of advertising into the quality of products, so that consumers can buy products with real quality assurance at relatively low prices.

"Jordan's first advantage was to make an ad free strategy, because all of us spent money on products and channels when others rushed to the CCTV to smash money. For example, others sell 10 yuan, I also sell 10 yuan, but others want to add two yuan advertising fees. Ni Zhennian said.

In Jinjiang shoe enterprises, almost all of them are Jinjiang businessmen who hold a Minnan accent, while Ni Zhennian is a standard Shandong big man. In this small town of Jinjiang, where all the shoe companies are taking the advertising strategy, Ni Zhennian has chosen to stay away from advertisements. Because of the huge cost of advertising, Jordan not only strengthened the quality, but also improved the price performance of his products.

When others use the "false" brand to seize the market, Ni Zhen year chooses to use "real" quality to achieve a sustainable victory. So when "many other enterprises that are smaller than Jordan are listed", the real Jordan is still busy practicing internal strength.

In the words of Ni Zhen, Jordan's condition has long been satisfied when he listings abroad, but if he wants to choose domestic listing, the requirement for the quality of the enterprise itself is much higher than that of the overseas listing. Jordan's choice of listing in China is also based on his own accumulation of product quality and marketing channels over the years.

Up to now, there are 5000 sales outlets for Jordan shoe dealers and direct operators. The marketing network covers almost all large and medium-sized cities throughout the country, and is ready to launch 18 flagship stores this year. After accumulating in quality and channel, Jordan launched the brand promotion strategy after "ripe conditions", and quietly sponsored the world cup in South Africa, which is heating up this year.

Due to the strict quality requirements over the years, Jordan has formed strong support for the entry into the international market. At present, its brand has been fully recognized in the Russian market. At the same time, the promotion of advertising strategy has made Jordan's "take-off" full of explosive power.

Like other brands in Jinjiang, Jordan, who started with shoes, is entering the clothing market synchronously. 80% of Jordan's sneakers are made by themselves, while over 80% of them are produced in their contracted factories. The quality is equally strict. "The factories are all far east groups. The 123 workshop designs Nike, and the four or five workshop produces Jordan. In fact, it is the same material, which is the difference between a brand".

　　 A share listing

"We choose domestic A shares to be listed and report materials within two months." Ni Zhennian is quite confident about going public.

In fact, Jordan's listing is a twists and turns. As early as 2006, Ni Zhennian had a listing plan. After discussion, "it was agreed that the decision was made at home." But after careful study, it is found that the requirements for listing in China are far more stringent than those listed overseas. At that time, he chose the market place but chose to go public in 2008. However, he encountered a financial crisis. Later, considering the diversion of Hongkong's listing, it was found that the market in Hongkong was also getting worse.

Painful experience, Ni Zhen year decided to stay at home.

"Although the domestic listing is strict, our business is relatively healthy, so we still have confidence. But I heard that we should make way for the agricultural bank listing, so we strive to win this year. Ni Zhennian said.

Ni Zhennian's self-confidence has its reason. Almost all the top ten enterprises in this industry have been listed, and Jordan's ranking is relatively advanced. In the words of Ni Zhen, as far as overseas, it is the best that can be listed in the domestic market.

In 2006, just considering listing, Jordan's sales scale is seven hundred million or eight hundred million yuan, net profit is between 18%-20%, gross margin is about 30%. In 2009, Jordan's sales volume was close to 4 billion, and the profit margin also increased slightly. Rapid development, coupled with quality based brand expansion, made Ni Zhennian have confidence in the domestic A share market.

Over the years, in the clothing and sports shoes fabrics, Ni Zhen insists on using the best industry, from zippers to mode buttons, even to a single line. Jinjiang's largest supplier of line materials, the founder of the Dunhuang cable industry, the most famous brand in the field, also mentioned the quality concerns of Ni Zhen many times during the interview with our reporter.

Ni Zhennian said: "I can say so, Jordan is most proud of that we have the most advanced production equipment in the world, the most advanced testing equipment and the most advanced R & D equipment."

While others are working hard in advertising, Jordan is doing everything in a solid manner.