Foreign Shoes And Clothing Brand Travel In China Market

"If Kark is still not well developed, I request the board to withdraw my job!" Ningbo.

In December 28, 2010, Le Kark held a news conference in Beijing to introduce the same thing they just won.

Kark is the brand known as "French cock" by consumers. In 2004, the French cock was introduced into China by Shanshan Group. So far, there are more than 50 Direct stores and more than 100 franchises.

However, this development speed obviously can not compare with many international sports leisure brands.

Slow expansion

In 1990, DESCENTE of Japan obtained Kark's trademark authorization in Southeast Asia.

In 2004, Kark was introduced to China by Wang Ke le.

Shanshan Group has set up a joint venture for this brand -- Ningbo Le Kark Garments Co., Ltd.

The company is jointly established by Ningbo Shanshan fashion clothing brand management Co., Ltd., Ningbo Sugisugi Eiko Garments Co., Ltd., Japan's company, and Shanghai itoin Fiber Co., Ltd., with 50% of the company's shares.

After entering China, Kark is not only limited to competitive sports, but "fashion leisure sports" is the main melody of Kark.

The positioning of its consumer groups is more high-end than the general sports brands from product prices and distribution cities.

From the number of stores, Le Kark has only 50 Direct stores and more than 100 franchises in China.

Adidas has 5600 stores in China.

Kark's development in China is obviously not satisfactory, and Wang Ke does not deny that "this brand has just entered China for 6 years. It is only a child and has to wait for him for another two years."

Huge amount of money against counterfeiting

In 2012, net sales amounted to 5-6 billion, which was the expectation of four shareholders when the Ningbo Kark company was founded.

However, according to Wang Ke, at present, this figure may shrink to 3 hundred million, and a very important reason for this situation is the "fake cock".

"Counterfeiting takes up a lot of energy and losses can not be calculated."

Wang Ke said there was some frustration. "We will have more to pay for counterfeiting than ever before."

Speaking of the four years of crackdown, Wang Ke felt a bit bitter. "Fake cocks" not only cost our energy, but more importantly, consumers do not know "real cock".

In 2004, when Kark entered China, he had been praised for his reputation.

By 2006, the roosters on the market had not only enjoyed Kark's family, but many fake and shoddy products had made the "Chinese cock" trip to China stumble.

The most famous one is Xiamen's Golden Rooster brand.

Beginning in 2006, Kark began his own trip to protect the rights, the Shanghai golden rooster, Xiamen Golden Rooster and Fujian mojk three companies to court.

The first instance was successful, but the opponent refused to give up. After the second trial was still lost, the Supreme People's court put forward a retrial.

Although the lawsuit finally won, and in order to fight this lawsuit, Le Kark spent millions of dollars, and recovered only 80 thousand of the compensation.

Wang Ke said that winning the lawsuit did not mean the ultimate disappearance of the fake cock. Kark also went to various places to investigate whether the rooster brand was withdrawn from the market. If not, it should report to the local authorities.

"It will cost me more energy."

In addition to offline stores, Kark also worked with Taobao and cool sports to set up shop, but the online "fake cock" made Wang feel helpless.

Looking for business opportunities

Speaking of the development of the French cock in China, Wang Ke still felt confident. He hoped that the sales of Kark would reach 3 times by 2014 and 500 stores.

In the vision of Wang Ke, about 10% of the 500 stores are strategic shops, which are mainly used to display the corporate image and let customers better understand the products. At present, Kark is the shop in Shanghai.

Kark, in addition to the store under the development line, began working with Taobao in 2008 to set up the first online store. Recently, he also worked with cool sports to expand online sales channels.

At present, the proportion of online sales accounts for only 10% of total sales.

Besides, Kark also collaborate with outlets to set up his own brand discount store.

Next, Wang is ready to focus on Kark's high-end golf series, and gradually expand the proportion of clothing in competitive sports.