Sports Shoes Brand Camp Metamorphosis In Twenty Years (1)

In China,

Precisely because

If we say, in 1989, Guangdong

On the last day of June 2010, Li Ning Co suddenly announced that the logo and slogan should be reshaped: "L" Pinyin logo became "human" logo, "everything is possible" and has become a more internationalized "Make The Change".

"Jinjiang Department" sports brand

The two or three line city is king.

In the southern part of Fujian, there is a famous brand city, Jinjiang.

In 1984, Nike, an internationally famous brand, invested in Quanzhou.

Thus, a Quanzhou native of a scooter started a small shoe processing plant with savings accumulated over the years and borrowed money from the east to prepare for the processing of Nike's brand products.

However, the processing plant was built, and Nike's factory moved away.

The Quanzhou people were unconvinced and decided to make their own brand, named PEAK.

That year was 1989.

The Quanzhou is the founder of PEAK, Xu Jingnan.

"In the 90s of the last century and before, most private enterprises in Jinjiang helped people to do OEM OEM.

But in fact, Fujian's advantage in doing OEM was not as strong as that in Guangdong.

After entering the 90s of last century, many shoemaking companies began to change their business strategies and try to make brands.

At that time, PEAK was one of the first enterprises to create brand.

Xu Zhihua said.

He is Xu Jingnan's son and now is the CEO of PEAK.

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As Xu Zhihua said, it was a collective change.

In 1993, the company was founded in Jinjiang.

In 1994, the first sign of Anta was put on the doorway of a shoe factory in Jinjiang.

Ding Jiantong also renamed his everything shoe factory as Buick Company, and began to produce its own brand sports shoes.

Later renamed Buick's trademark issue.

"Holding together" and "following suit" are a major feature of the Jinjiang sports brand.

If you use Kong Linghui to advertise, I'll use Li Yongbo; if you use Nicholas Tse, I'll use Stefanie Sun.

At the peak of 2004 -2005, there were as many as 40 Jinjiang sports brands advertised on CCTV sports channel.

Similarly, they do not face confrontation with Nike, Adidas and Lining, but are happy to be kings in the two or three tier cities.

At present, important commercial streets across the country are basically separated from the Jinjiang sports brand.

With their push, the store rents up the boat.

In the 90s of last century, the collective pformation of Jinjiang sports brand was undoubtedly successful.

In recent years, they have once again turned magnificently.

"Jinjiang Department" in 2007

"Every enterprise in our daily life sharpens our heads and wants to become a leader. We should seize the initiative and break through."

Xu Zhihua said no secret.

In fact, in recent years, the Jinjiang sports brand has continuously added high value to the brand by sponsoring international teams and events.

"Now, what we need to do is to find differentiation."