Double Star Shoe Industry Returns To Ji'nan &Nbsp With High Profile; Upgrading PK "Special Star".

In July 11th, the "double star", founded in the 20s of last century, has gone through 90 years. It is the earliest system in China. Shoe enterprises One of the industries is also a national brand that has influenced several generations of Chinese people. Mention of "double star" shoes, many springs City People's Association recalled running around the school playground when they were children.

In recent years, however, those double star stores in Ji'nan have been replaced by "special stars". "Double stars" have also been lost in the increasingly complex sports brands. Just as "binary stars" fade away from the public view, "binary stars" have chosen another way to return.

　　 The tangled Ji'nan market

Whether it is Wang Hai, President of Qingdao Binxing group, or the company, it has a special feeling for Ji'nan. To win the Ji'nan market is of great strategic importance to reshape the influence of "double star" in the domestic market.

According to Huang Jianhui, general manager of Ji'nan logistics platform, double star Ji'nan platform is one of the 23 large shoe and clothing sales platforms built by the double star group in the domestic market. At present, the platform radiated Ji'nan, Liaocheng, Tai'an, Laiwu, Dezhou and other regions, with annual sales volume of more than 300 million yuan.

In fact, as early as the 80s of last century, Ji'nan has been an important layout point for double stars. Act as Konductra Third national branches, Ji'nan Binxing has created a miracle of selling millions of yuan annually. Wang Hai also admits that "when the market first broke out, the opening of the two stars in Ji'nan was much more than that in Qingdao, because Ji'nan was the best seller, and Ji'nan people recognized our products most."

Even after the "insurgency" of dealers in 2008, the Ji'nan market has always been one of the main battlefields of double stars and rivals. According to the introduction, in 2004, the southwest double star was in danger, and promised to repay the debt for the double star group. The condition was to operate and use the double star trademark without compensation. Southwest double star chairman Liu Shuli made bigger and stronger Ji'nan double star and southwest double star through his own efforts, and its sales accounted for 80% of the whole pair of star shoes and clothing.

In 2008, Wang Hai began to solve the problem of integration of three interest bodies of double star factories, chain stores and agents, and sent letters to all market agents, asking for group holding 51%, but was opposed by Ji'nan and southwest. As a result, the two sides started the "internal infighting" which lasted for six months and shook the whole country. Finally, the Ji'nan and southwest double stars abandoned the double star trademark and changed it into a special star.

　 High profile "return" binary star

The "double star infighting" incident, which has been silent for 3 years, has been sequenced because of the high tide of Wang Hai. Recently, Wang Hai led several "double star" chief executive to hold a news conference in Ji'nan. This is the first time that Wang Hai has attended a news conference in Ji'nan in the past 10 years.

"I dare not come if the high yard does not." At the press conference, Wang Hai told reporters that "now things have been settled." According to him, at present, they have begun to fight against counterfeiting in Qingdao, and the next step is to go to Ji'nan to fight against counterfeiting. "Because the star company has damaged the image of the two stars with cheap products." {page_break}

Wang Haicheng's decision to "make a final decision" came from last April 29th. He filed a lawsuit against the Trademark Review and Adjudication Board of the State Administration for Industry and commerce. It was concluded by the higher people's Court of Beijing. The Court maintained that the Trademark Review and Adjudication Board rejected the ruling by the National Trademark Review and Adjudication Board for the application of "Star" trademark.

"This is only to determine whether the administrative act of the General Administration of trademarks is correct, and does not involve the ownership of trademark rights." For the judgment, Shi Yunwen, general manager of Ji'nan special star company, has made another explanation. "Besides, the original defendant of the case is the Trademark Review and Adjudication Board of the special star enterprise and the State Administration for Industry and commerce. It can not be related to the trademark of the 25 category of shoes and clothing."

"Up to now, the judicial procedure for the registration of" 25 stars' shoes and clothing brands has not ended, and we have already lodge a complaint with the Supreme People's court in accordance with the law in response to the ruling of the Beijing high court. " Shi Yunwen added.

In addition, the two words "special star" have never been printed on products, but are used for services only. The "NSTAR" printed on the product has been registered and does not constitute infringement on the two star company. Shi Yunwen said, "we have no infringement, nor are we afraid to fight against it."

　　 Differentiated positioning, unresolved disputes

In fact, Wang Hai's main purpose in coming to Ji'nan is to publicize the strategy that the company will enter the high-end market.

In this press conference on "high-end, tree image, brand selling and reinvigorated", Wang Hai said that in order to reverse the "three low" image of "unscrupulous businessmen" in Ji'nan market, Binxing established the strategic goal of "seize the high-end market".

At present, the two stars play their own unique and internationally leading technology advantages of the top fashion shoes, and carry out differentiated marketing, customized marketing, personalized marketing, family oriented marketing, and meet the specific needs of consumers at all levels with new materials, new processes and new technologies. We have successfully designed and developed 60 kinds of perfume shoes with 400 styles and colors, ranging from several hundred yuan to thousands of dollars.

Now, double star has entered the high-end market. The double star Ji'nan platform has built 600 networks in 3 years, and the sales revenue is 700 million yuan. Among them, the high-end fashion leisure series accounts for more than 1/3 of the total sales revenue.

In response, Shi Yunwen said, "this is very good. The aim of the company is to take the grass root line, and insist on the product concept of" good products sell at a low price ", both of which form dislocation operation and do business with each other, which is good for both sides. The reporter understands, at present, "special star chain" in Ji'nan jurisdiction area stores also reached more than 510.

However, Wang Hai's sentence makes the competition between the twin stars and special stars far more than just dislocation. Wang Haicheng: "double star should set up a brand image, so it will set foot in the high-end market, but at the same time, it will not give up the middle and low end market." People in the industry believe that whoever controls the channel will seize the opportunity in today's channel. Therefore, fighting for more distributors to join is still the focus of both sides. At the same time, maintaining product characteristics is also crucial.