Opportunities For Jinjiang Sports Shoes Enterprises To "Retreat Abroad And Enter The Country"

When the famous brands such as Anta and XTEP were born, the second phalanx of sporting goods in Jinjiang is also gradually expanding, and a number of excellent growth brands such as golden lake and flying gram are continuously developing momentum for Jinjiang brand capital.

Especially after the financial crisis, Jinjiang sporting goods corps have seized the opportunity of "retreating the country into the country" and sought the way of the development of the high-end market.

After years of brand building, they have learned to seize the nodes and play brand marketing. Under the guidance of marketing, the construction of the two or three line base camp is in full swing. Not only does the Jinjiang Corps become the biggest beneficiary of the market, but also enables them to have strong capital to enter the international stage.

Since the beginning of this year, the sporting goods industry in Jinjiang has shown a trend of "three-dimensional development".

channel

March to the first tier cities

Building a sales network Kingdom

A few days ago, with the grand opening of Anta store in Suzhou, the total number of Anta brand stores exceeded 7000, and continued to lead in this channel competition competition, becoming one of the only 2 sporting goods brands in the country with 7 "prefix" shops in Guanqian Street.

"The competitive advantage on the channel shows that Anta is consolidating its foundation and meeting consumers with a more perfect distribution network layout."

Zhang Tao, vice president of Anta, said, "on the other hand, it also proves that the consumer identity of Anta brand -- the premise of mass opening shops, must be consumers' recognition of Anta brand and the increasing demand for Anta products."

What needs to be explained is that not only Anta, but also the 2009 annual report released by 31st degree, which showed that at the end of last year, the company's net profit was 356 million yuan, an increase of 177%.

Although the pace of opening up has slowed down, the 31st degree group plans to open 200 more retail stores this year, mainly expanding two or three line cities, with the focus on expanding areas including Chongqing, Shandong, Sichuan, Henan and Zhejiang.

In addition, in developing two or three and four tier cities, a flagship store in the first tier cities will be added to enhance the brand effect.

It is noteworthy that the Jinjiang sporting goods brand has taken root in the two or three tier cities, and has already sounded the horn of the first tier cities. Anta, XTEP and 31st degree have cooperated with many new flagship stores in the first tier cities.

"We create ping pong Chao and create the university basketball league matches. This is an investment in itself, some unknown excavation flash points, innovative use of resources, good at borrowing and integrating resources.

When we start a business, we have no resources, and now we are partners in the Asian Games. This is progress.

Xia Youqun, chief operating officer, told reporters that "with these advances, our distribution network construction will continue to exert efforts to build our own three-dimensional sales network on the channel and eventually gain competitive advantage in the industry."

brand

The rise of second tier brands

Seize the node and start fame.

In many years of brand practice, the second echelon of brand base has also begun to work well for brand operation, always grasp the right time nodes, and exert the utmost importance to brand marketing.

In sports brand, the involvement of wild force in the world cup marketing is rare.

After more than a year of negotiations with Asian operators of FIFA (FIFA), wild power finally became the operator of the 2010 official tournament store in South Africa.

Lin Shaoxiong, President of wild power (China) Co., believes that as a late brand, the wild force can not imitate Anta and XTEP to take the old road. The wild force needs to have its own breakthrough point. The biggest advantage of cooperation with FIFA is that it can directly use the relevant logo of FIFA at the terminal. This kind of cooperation, which is well established and authorized by FIFA, is totally different from the practice of "edge ball". It will effectively enhance the brand value of wild power.

Each brand has different needs at different stages of development.

In addition to foreign marketing activities, Jinjiang sporting goods closed doors, and hard work is everywhere.

"We have introduced Peking University vertical and horizontal management consulting company to relocate and rearrange the enterprise, and have made a phased strategic plan for the executive function, organizational structure and brand reengineering of the group."

Li Yong, executive director of flying International Holdings Limited, told reporters.

Although the internal reform is often accompanied by labor pains, they still believe that after the labor pains, enterprises will gradually move towards standardization and modernization.

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quality

In addition to fame, more quality.

Transition to technology intensive enterprises

It may be hard to imagine that there are many research and development achievements in a pair of sports shoes. For example, the core technology of Anta's original sports soles includes a strong ball shock absorption and strong bowl shape shock absorption, which avoids the defects of traditional air cushion.

Since the beginning of this year, Anta's "elastic adhesive", XTEP ultra light, 360 degree "magnetic levitation" and a large number of new technical terms in the field of sports technology have been flooding into the consumers' sight.

With the development of brand, a number of patented technologies have been pushed onto the stage of sports technology. The development of warm shoes, national FAI and the finite element technology research carried out by the Chinese Academy of Sciences will all enhance the core competitiveness of Jinjiang shoe capital.

It can be seen that Jinjiang sporting goods brand is continuing to increase R & D efforts and pform from labor-intensive enterprises to technology intensive enterprises.

Zhang Tao, vice president of Anta Sports Products Limited, said Anta will unswervingly build up its brand and play the "long board" of technological innovation to build its core competitiveness.

In recent years, Anta has been spending more than 3% of its sales as R & D investment.

According to introduction, last year, Anta R & D invested more than 200 million yuan, forming a R & D team of more than 1000 people.

The three major business centers of shoes, clothing and accessories have been set up, and a sports technology laboratory has been set up to create an original sports technology cluster.

At the same time, we will fully integrate the top R & D design resources at home and abroad, including the KDU, Beijing bridge, Li Weika and many other design teams with top sports product R & D experience, participate in the R & D work of the 360 core product group, and build a leading diversified product system.

Not only that, Jinjiang sports brand is seeking support from outside scientific research institutions in different ways, but it is one example that Guo Hui works with the Chinese Academy of Sciences to develop new materials.

Guo Kuo, President of Guo Hui company, believes that the deep cooperation with the scientific research institutions on the development of new materials will be a powerful push for the company to attack the high-end market.

Through the research and development of new materials, national Hui company will fully lead the technological development direction of the product industry and occupy the key point of the core competitiveness.