Domestic "East West" Sportswear Market "Let Go The Other Way".

Corresponding to the rapidly developing sports apparel market demand, the market competition of "the East and west" two camps in the domestic sportswear market shows a trend of "changing the situation".

After the world financial crisis in 2008, it has been occupying the leading position in China. The development of foreign brands NIKE and Adidas, which are the main high-end lines, have been affected.

Among them, Adidas's annual performance report released in 2009 shows that its annual net profit has dropped by 61.9% compared with the same period last year, and the business in the Greater China region has fallen by 16%.

At the same time,

The 2009 annual report of Li Ning Co, the famous sports apparel brand enterprise, shows that the company's sales revenue is 8 billion 387 million yuan, an increase of 25.4%, which exceeds Adidas's market share in China.

Another domestic sportswear industry listed company Anta's 2009 annual revenue also reached 5 billion 800 million, up 23%. In marketing channels, the data showed that by 2009, Lining had more than 7200 stores in the country, Anta had reached 6600, Jordan sports broke through 5000, and more than 3000 were Hongxing.

The local sportswear brands can force foreign brands in the short term and develop rapidly. The success of Jordan sports Limited by Share Ltd (hereinafter referred to as "Jordan sports") can give us a glimpse.

The local sportswear brand, founded in 2000, is headquartered in Jinjiang, Fujian, which is known as the "shoes capital of China". In the early years, it was only a small number of thousands of sportswear brands in the country. After 10 years of hard work, it has become a comprehensive sports apparel enterprise integrating design, research and development, production and marketing. Its products cover sports shoes, sportswear, sports accessories, and a series of sporting goods.

Today, Jordan sports annual sales to achieve a breakthrough of 2 billion, has become a strong among them.

At the early stage of its establishment, Jordan sports was committed to building a century old national brand. It always adhered to the goal of "tailor-made for Chinese consumers". In order to improve the technological content of products, we vigorously strengthened the R & D team building, and introduced the most advanced production facilities and imported innovative processes to win the opportunities for enterprises.

In recent years, the company's R & D team has been rooted in the scientific research of sports. After fully considering the body shape, foot type and exercise habits of the people, it has launched a number of technology products, such as the ACS full palm ventilation system and the BB technology, which are the leading sports fashion.

At present, Jordan sports is equipped with more than 200 international R & D design teams, employing top domestic designers, and working with world-renowned R & D institutions and Tsinghua University, Beijing Institute Of Fashion Technology and many other famous universities throughout the year.

After years of realistic innovation, Jordan sports has passed ISO9001 international quality management system certification and ISO14001 international environmental system certification; Jordan graphic trademark in 2005, Jordan character trademark was recognized as "well-known trademark" in 2009; Jordan sports brand product has been awarded the "national key retail sales product" for many years.

Jordan sports is not only committed to research and development, production of high quality products, but also in the marketing network construction efforts.

By the end of 2009, more than 5000 Jordan sports terminal retail outlets had covered 30 provinces, autonomous regions and municipalities directly under the central government.

All terminal retailers take unified "Jordan" brand image management, decorate, promote and operate according to the company's design and specifications, implement unified supply chain management, centralized purchasing, inventory and logistics system.

With the completion of the basic marketing system of Jordan sports in various cities across the country, its market share and sales volume have increased year after year.

According to statistics, the comprehensive market share of Jordan brand sports clothing and sports shoes in the domestic retail industry has been ranked the top five for three consecutive years, and has succeeded in the ranks of the first line brands in the Chinese sports clothing market.

As a member of the national outstanding national sportswear brand, the high growth of the sports apparel industry has also created tremendous business opportunities for Jordan sports.

Its high quality products and accurate brand positioning fully satisfy the consumers' pursuit of fashion, comfort and sportswear, and also achieve the market position of the company today.

With the increasing demand for the comfort and individuality of sportswear, the development of Jordan sports future market close to the consumption needs and habits of the Chinese people is quite broad.