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Jordan Sports: How Can We Go After 3 Billion Annual Sales?

2011/1/22 10:23:00 108

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For Chinese sporting goods market For ten years, Hexi had been too long for ten years.

In the first ten years of twenty-first Century, the development of China's sporting goods industry can be labeled as "soaring". Jordan In the past ten years, sports took the opportunity to take off. In 2002, the annual output value of Jordan sports was only 120 million yuan. By 2010, the company's sales volume was expected to exceed 3 billion, and sales increased by more than 30 times in ten years.

Able to get more than 1000 sporting goods. brand To stand out, Jordan sports relied on his firmness and self-confidence. He walked out of an extraordinary road and became the leading brand in China's sports apparel industry.

Where is Jordan's success in sports?

The ten years Jordan sports has gone through are the ten years of rapid development of China's local sporting goods industry. During the ten years, China's per capita gross domestic product (GDP) rose from $more than 800 to nearly $4000. According to international practice, when the per capita GDP exceeds 1500 dollars, it will enter a moderately pleasing society. A large number of sporting goods brands emerge as the times require to grasp the changing demand of consumer products.

If we say 3 billion in 10 years, Jordan sports just grasps the rising period of the local sporting goods industry. Then, the brand remolding during the Asian Games will reflect the profound insight of Jordan sports on the transformation of China's sporting goods industry.

In any mature industry, we should either upgrade the brand value up to the first group or make a small long tail in the market. Compared with those competitors who are still obsessed with "crazy sign" sports resources, crazy advertising and open shop, quietly, in the second group for several years, Jordan, who has been confined to basketball field before attacking the whole sport, the first thing to do is to invite the professional market regulator to understand the change of the attitude of the new generation of sports consumers, and then select the brand creative organization to establish a brand-new brand positioning and value proposition. "Every transcendence is to break through an unimaginable limit. Every new life has to experience an unknown darkness. Nirvana is the new me." The spirit of sports is the soul of the brand.

"Leap and freshmen" -- Jordan sports brand new SLOGAN

The results of the survey report show that the consumer's cognition of Jordan's sports is limited to professional basketball brand while ignoring the brand attribute of Jordan sports's whole sports. Besides, after 90's is becoming the main consumer of the market, Jordan urgently needs the brand image to be younger.

To this end, Jordan sports from inside to outside, from the channel to the terminal, launched a brand change across the new life. This change is aimed at achieving the brand's youth, fashion and specialization, laying the foundation for Jordan's next ten years' development.

In the new brand strategy, "young, sports, fashion, professional" has become the brand personality of Jordan sports. Such personality, both in terms of product elements or marketing strategy, will be thoroughly played.

The slogan of "Beyond yourself spanning new life" is based on such a foundation. Jordan sports hopes that through the integrated dissemination of brand new ideas, people can be encouraged to leap over the critical point of physical and mental health in sports, constantly achieve self transcendence, and encourage people to constantly pursue their dreams.

After the Olympic Games, China's sporting goods market has achieved blowout. The competition upgrading and marketing upgrading brought by market expansion will push the competition of sports goods industry to the extreme. Whether vertical growth is achieved by enhancing the brand premium capability, or the horizontal growth brought by the expansion of channels and shops, all reach a critical point.

The trouble of sporting goods industry is just beginning. With the bottleneck that the industry will soon face, there are more and more foreign invaders. The main sporting and leisure leisure products, which are based on the "object" virus marketing, low price and convenient channels, have grown crazily, while the global apparel retailer, UNIQLO, has been eroding the unprofessional sports consumption market at a low price and simple and refreshing fashion. The local sporting goods industry used to "hang the head" in sports, and the practice of selling "dog meat" in leisure has not worked.

It is precisely in this sense that Jordan sports put forward a "comprehensive professional sports brand" with a clear-cut stand. This change is also due to an insight into the trend of diversification and specialization of sporting goods demand in China during the transition from "sports power" to "sports power". In the face of the new generation of Chinese consumers, Shenma is floating clouds, leading the brand transformation with in-depth consumer insight, and putting aside all pride and infatuation is the beginning of brand new life. {page_break}

Sponsorship Marketing -- keeping pace with sports pulse

In the past ten years, Jordan sports has always been committed to helping Chinese consumers pursue excellent sports performance and create a healthier and better way of life. Jordan sports strengthens the combination of sports industry through various ways, and strengthens the brand image of professional sports.

In July 2007, Jordan sports became the exclusive sponsor of the Eighth National Collegiate Athletic Games equipment.

In November 2007, Jordan sports became partners and sports equipment sponsors of the eleventh Winter Games in People's Republic of China.

In 2008, Jordan became the partner of the Organizing Committee of the twenty-fourth World University Winter Games and sponsors of sports equipment, the Chinese delegation's partners and equipment sponsors.

In the same year, Jordan sports formed a strategic partnership with the Chinese University Student Sports Association, and became a partner and equipment sponsor of the twenty-fifth, twenty-sixth World University Summer Games and the twenty-fifth World University Winter Games.

From 2008 to 2010, Jordan sports became a partner of CCTV basketball game for three consecutive years.

In 2009, Jordan sports successfully became the Eleventh National Games Beijing, Henan, Heilongjiang, Jilin, Xinjiang, Shaanxi, Chongqing, avantgarde and other provincial mission partners and sports equipment exclusive sponsor, to create the premier Jordan championship team.

At the same time, with the continuous deepening of brand development, Jordan began to enter the field of international competition. In 2008, Jordan became the partner and sponsor of the Russian delegation of the twenty-fourth, twenty-fifth World University Winter Games and the twenty-fifth, twenty-sixth World University Summer Games.

In the 2009-2010 year, Jordan sports successfully signed the three Olympic Committees of Mongolia, Kazakhstan and Turkmenistan to become partners of the three national Olympic committees. In the Guangzhou Asian Games and London Olympic Games, Jordan sports will reappear in splendour.

In 2010, Jordan sports became the official partner of the FIBA FIBA (global) franchise product, which will continue to strengthen the brand assets of Jordan brand.

In December of the same year, Jordan sports formally signed a contract to become the Ninth National Collegiate Games partner and named the Universiade men's basketball.

Public welfare Marketing -- promoting sports charity in China

In shaping the professional brand image, Jordan sports insisted on the support and input of social welfare undertakings, won the praise from all walks of life, and established a good public image.

In 2006, Jordan sports and the China Fashion Designers Association signed an agreement to jointly organize the "Jordan Cup" Chinese sports equipment design competition for five consecutive years to foster more talents in order to improve the level of domestic sports equipment design.

In May 2008, Jordan donated more than 500 yuan in sports to help Sichuan earthquake stricken areas to fight against disasters, giving the most sincere care to the people in the disaster area.

In July of the same year, Jordan sports spent 10 million yuan with the China Youth Development Foundation to set up the "hope project, Jordan happy sports fund". Through the provision of sports equipment for more than 100 hope primary schools, the construction of "Happy Sports Park", the happy sports action was carried out, and the spirit of boldly forward and fearless challenge was transmitted to the youth in poor areas to help them establish a positive and optimistic attitude towards life and provide them with more far-reaching and meaningful help.

Compared with the rest of the world, the whole nation is advancing together. In 2011, Jordan sports will revolve around the new slogan of "leap and new life", upgrade the brand of sports professional sports of Jordan, and deduce the spirit of professional sports with strong appeal, and look forward to a higher level of Jordan sports.