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Jordan: Creating A National Brand Proud By The Selling Country

2010/8/4 11:01:00 627

Perhaps you have heard of the "Jordan" brand; maybe you passed the "Jordan" brand sneakers or sportswear, carried its sports backpack, wore its sports cap, and appreciated its style and quality... But you may not have known the brand of Jordan, Jordan sports Limited by Share Ltd (hereinafter referred to as Jordan Sports). Yes, with Anta, XTEP and PEAK rising together with 13 titles, such as "China Shoes Capital" and "China's leisure clothing town", Jordan sports in Jinjiang, Fujian is such a low-key.

Founded in 2000, Jordan sports, adhering to the humanistic spirit of "people who love to fight and win", is a solid enterprise. After 10 years of hard work, it has become a comprehensive sports apparel enterprise integrating design, research and development, production and sales. Its products include sports shoes, sportswear, sports accessories, and a series of sporting goods.

Today, Jordan sports annual sales have exceeded 2 billion, and become the leader in the sports apparel industry with greater influence in China, and become the leader of the national brand.

Jinjiang sportswear business venture

Jinjiang, located on the southeastern coast of Fujian Province, is located in the southern part of the Jinjiang estuary city group, which is located at the heart of Quanzhou. It is located across the sea from Jinmen and Taiwan. It is located in the southern Fujian Golden Triangle Economic Development Zone, the famous hometown of overseas Chinese, and the main ancestral home of the Taiwan compatriots. The area is only 649 square kilometers, but it has bred the famous national sports clothing brand of Anta, XTEP, 361o, Jordan, PEAK and other famous brands.

The development of sports apparel industry in Jinjiang originated from the entry of Nike.

In 1983, Nike set up shoe factories in Quanzhou. Although they later moved to Putian, they left Jinjiang with the "kindling" of sports shoes.

Xu Jingnan, the legend of the scooter, made a bold decision in the face of Nike's departure: to create his own PEAK brand! He recruited 80% technicians and employees left by Nike to his own factory, started the road of self creation, and set the fire of the stars left by Nike and ignited the entire Jinjiang sportswear industry.

In 1987, Ding Zhizhong, 17, came to Beijing alone to sell 600 pairs of sneakers produced in Jinjiang. In 1991, he returned to Jinjiang in 1991 with a 200 thousand yuan earned from Beijing to start her family business.

Anta

"Brand"; in 1987, Ding Guoxiong, 19 years old, came to Beijing alone and started a wholesale footwear business at a counter of Wangfujing (36.98, -0.37, -0.99%) "Sheng Xifu". In 1993, Ding Guoxiong returned to Jinjiang to start factories with his family and set up Jordan brand in 2000. Ding Shuibo, 17 years old, founded 500 companies with two sworn brothers, and founded the "XTEP" brand in 2001.

In this way, Jinjiang sports apparel enterprises springing up, creating a unique "Jinjiang mode" of the domestic sports apparel industry.

Annotate the new Jinjiang model

connotation

Things are developing and changing, and the connotation of "Jinjiang mode" is also constantly enriched.

The "Jinjiang mode" has gone through the family workshop, has experienced the survival of the quality, has experienced the brand management, and has entered the stage of capital management.

Private enterprises in Jinjiang are taking their own efforts to inject new connotation into the "Jinjiang model".

The initial advantage of Jordan's sport is "no" by virtue of quality + channel.

The strategy "uses money that is commonly used to" smash "advertisements, for products and channels.

When others use the "false" brand to seize the market, Jordan sports chooses to use the "real" quality to achieve a sustainable victory, instead of putting the cost of advertising into the quality construction of the product, so that consumers can buy products with real quality assurance at relatively low prices.

In terms of product strategy, Jordan sports strives to diversify its products and give full consideration to diversification and differentiation. In terms of R & D strength, it has more than 200 R & D design teams, employing top Chinese designers, collaborate with world-renowned R & D institutions and universities in China to provide high-tech sports products for consumers, and more than 5000 retail terminals, covering 30 provinces, autonomous regions and municipalities directly under the central government.

Jordan sports not only forgot to give back to society in the successful operation, but also carried out corporate social responsibility in practical action, donated funds to disaster areas, supported the development of sports in poor areas, and sponsored student sports events.

Jordan sports interprets the new connotation of the "Jinjiang model" in its own unique way.

2008 the Beijing Olympic Games launched a strong sports boom in China, and led the domestic sports apparel industry to usher in a new growth opportunity. Jordan sports benefited from the vigorous development of the industry and entered a more rapid growth period.

In the future, Jordan sports will continue to uphold the tenet of "tailor-made high quality sports products for Chinese people", concentrating on R & D, lean production, and creating the national brand that people are proud of.