Shallow Reading Jordan Brand "Jinjiang Mode" New Connotation

As the 13 titles of Anta, XTEP and PEAK rising in the title of "China Shoes Capital" and "famous Chinese leisure clothes town" and so on, Jordan sports in Jinjiang, Fujian always appear in front of the public in a low-key manner.

For you, you may 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 know the owner of "Jordan" brand -- Jordan sports Limited by Share Ltd (hereinafter referred to as "Jordan sports").

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, 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 major 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, 31st degree, 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 legendary legend of the scooter, faced Nike's departure and made a bold decision to create his own PEAK brand. He recruited 80% technical personnel and employees left by Nike to his factory and started his own brand building. He also ignited the flame of the star left by Nike, which ignited the sports apparel industry in Jinjiang.

In 1987, Ding Zhizhong, 17 years old, came to Beijing alone to sell 600 pairs of sports shoes made in Jinjiang by his old hometown. In 1991, he returned to Jinjiang with a 200 thousand yuan earned from Beijing to start his family business. In 1994, he founded the brand of Anta. In 1987, Ding Guoxiong, who was 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 returned to Jinjiang in 1993, and set up a factory with his family to raise funds and created Jordan brand in 2000. 17 year old Ding Shuibo spent $500 yuan on his job accumulation, and founded two companies with two sworn brothers. He founded XTEP brand.

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

Interpretation "

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 to use the "no advertising strategy" of quality + channel to put money that is commonly used to "smash" in 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.

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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.