How Far Can Jinjiang Shoe Brand Go?

A few days ago, Tianya blog was "China".

Jinjiang shoe industry has gone through the course of more than 30 years. There are no lack of real national brands, such as Anta, XTEP, 361 degrees, and so on.

However, many people still want to finish the accumulation of capital quickly through shortcuts, so they can not help but play the tricks of "impartial door, Shanzhai and edge ball".

However, looking at the ups and downs of Jinjiang's licensing in recent years, who really got rich with the "folk prescription"?

Shanzhai family is on the top of the international brand.

The posters claimed to be "observers" in the domestic sports shoes retail market, and were deeply disturbed by the growing phenomenon of "fake foreign devil, edge ball and Shanzhai goods".

He said that as a loyal fan of UMBRO (Umbro), he hoped to share with him what he saw and heard, so that more fans who love "British UMBRO Umbro" will know the truth.

In the first cottage brand series, "Jinjiang sports shoe brand UMBRO: how far can you go?", the poster from the brand logo, brand history, brand founder and so on many angles, to show you the "UMBRO (Umbro)" this British top football brand after the Shanzhai UYBTO UMBRO (UYBTO).

In the post, we can clearly see that after the authentic UMBRO "um-bro" was copied, its English logo changed to "UYBTO". The original brand logo was diamond double diamond, and two small bars were added to the Shanzhai. At first glance, it was hard to distinguish between true and false.

In the brand process and company profiles, Quanzhou UMBRO "UYBTO" introduced this: UMBRO "UYBTO" brand originated from the British lineage, in 2002, successively settled in Hongkong and Taiwan, and officially launched the mainland China market in 2008. At this point, the British UMBRO sports industry (International) Development Co., Ltd. was formally established and became the only legal operator of UMBRO (UYBTO) brand globally.

And on this internet report, the reporter made a special call to UMBRO (Quanzhou) Sporting Goods Co., Ltd., the person in charge of the company clearly stated that Quanzhou UMBRO (UYBTO) had no suspicion of Shanzhai, and its attitude was very righteous, and even expressed the hope to make relevant statements through media channels.

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Profitable to become the starting point of Shanzhai family

In the post, the poster said that when walking up to the walking street, you will find a lot of so-called international brands such as new backups, French back to back, Kobe, Newban, Yi Jianlian and so on.

At the beginning of the year, you still have a lot of international taste. Look at the selling price again, and you will secretly laugh at it, thinking that you have been a dog in the market today, and you can find cheap brand-name goods.

But if you walk in and carefully check the material of your clothes, look at the work of the shoes, and look for the instructions, you will find that these so-called international brands are all the same: Made in CHI-NA.

The so-called "China general agent, China's general distribution, special authorization" and so on a lot of names, seemingly very international, but in fact, the typical use of international brand reputation in the Chinese market, and even violate the law.

In fact, more than Jinjiang, such as Beijing Xiushui Street, Shanghai Xiangyang Road, and many other cities in China.

Such Shanzhai brand names are common. Hu Baoming, a well-known marketing expert, said that the root is still: profitable.

Hu Baoming told reporters that a cottage crocodile brand, only a provincial market in Guangdong, opened more than 100 stores in less than two years, and sold more than two billion a year. Their practice was "selling high and selling low". The products were affixed with two price tags, such as "900 of original price, 60 of current price". The large discount poster was shocking, while "imitation brand + good image + low price" effectively created the temptation of high cost performance.

Such a good profit model, how can we not let people go in droves?

In addition, the relevant responsible person of del Hui (China) Sporting Goods Co., Ltd. also said that China's market demand is large, and there are a large number of consumer groups with brand consumption consciousness but no brand consumption strength. Imitation brand names just satisfy their consumption psychology and habits. These brand name brands can not only satisfy vanity to masturbate, but also the price is very "close to the people", though the quality may not be satisfactory, but it can not pay much attention to it.

"What is important is that this group is the largest urban base, especially in southern cities.

In a city like Guangzhou, there is no more than five million people at the grass-roots level, assuming that the average annual consumption of shoes and clothing is 1000 yuan, that is, more than 5 billion of the market demand.

Dangerous game

Hu Baoming believes that businessmen are not immune to profits, but they are keen on "walking tightrope" and "gray areas". "Shanzhai" is not a long-term solution to property rights of others.

It is a very dangerous game if it is a big and vigorous undertaking of Shanzhai.

Shanzhai mode is only profitable, not growing, and the profit is only temporary. If it is not clear which day it will be sealed, it will be fined if it wants to be fined.

Liu Xingxing, media manager of the Jinjiang bird Limited (China) Limited, said that many people want to quickly complete the capital accumulation in a short cut way, so they can not help but play the tricks of "impartial door, Shanzhai and edge ball". We can see who has really become rich with the "Folk prescription" in the past years.