Ni Zhennian: Sports Brand Jordan'S "Professional Manager"

Character card:

Ni Zhennian, born in 1973, President of Jordan sports Limited by Share Ltd, CEO.

He is not from Jinjiang, but " Jordan Sports "This brand has entered the list of" top ten "of domestic sporting goods manufacturing enterprises. He has extensive interests, playing golf, sailing and foals; when other sports brand enterprises copy and paste" CCTV + star endorsement "mode again and again, and three times, he does. To open or find a new path or snap course They will spend money on products and channels, and expand their brand influence through public welfare undertakings. He is Ni Zhen, President of Jordan sports Limited by Share Ltd.

From distributors to entrepreneurs

"People can't choose their origins, but they can change their destinies." This is Ni Zhen Often, a word of encouragement to others is actually a heartfelt statement, which is related to his personal experience. Familiar with the sports goods manufacturing industry and Jinjiang Chen Dai people all know that Anta, XTEP, 361 degrees, Jordan and other top ranked sports brands of the founder of the surname Ding, but will continue to push Jordan sports is "professional managers", Shandong man Ni Zhennian.

Ni Zhennian is not bad at all.

Ni Zhen, who is the oldest in the family, has shown a business sense beyond childhood. "This is actually related to the environment at home." Ni Zhennian said that when the poor children were in charge, from primary school, as long as they had spare time, he would go to the roadside to sell flowers or fruits. Even though they earned only a few cents, they could subsidize their families and make their families easier. Every Spring Festival, when other children were ready to prepare for the new year, Ni Zhen Nian would buy some red paper, so that the old gentleman in the school gate would write a spring festival couplet and then sell it to the fair. The early social experience made him far more than the businessman of the same year.

When he graduated from high school after he graduated from high school, he did not pursue further studies. Instead, he chose to start his own business. Because of his diligence and good reputation, many customers patronize his shop and sell thousands of trousers a day when business is booming. While doing business and digging new business opportunities, Ni Zhennian saw the market of sports shoes. "In the early 90s of last century, the bodybuilding pants were very hot, and if they were equipped with sports shoes, they were obviously better looking." Opportunities are always left to people who have ideas and preparations. "The first to eat crabs" Ni Zhen year has become a well-known local sports shoes in just a few years.

At that time, Jinjiang sporting goods manufacturers, including Anta, XTEP and 361 degrees, began to make efforts to layout terminal sales outlets nationwide, and foster dealers with high loyalty. Jordan was no exception. "At that time, there was no difference between several brands, but I felt that Jordan would go better." Therefore, Ni Zhen year became Jordan's distributor in Linyi, Shandong. In those days, he set the first achievement in the market share of sports products. Two years later, Ni Zhen registered the company and signed the Shandong market proxy of several well-known shoes and clothing brands in China. With excellent market performance and excellent management ability, many sporting goods manufacturers have locked the "digging wall" object on "old Ni", and Jordan, chairman of the board of directors, Ding Guoxiong has invited him to join Jordan. In 2003, Ni Zhen joined the Jordan (China) Limited company formally, and completed the spanformation from the dealer to the enterprise executive officer. He led Jordan to a higher level and level, and became a veritable entrepreneur. In those days, Ni Zhennian led Jordan to achieve 600% growth in performance, and the next performance doubled. Although Ni Zhen did not disclose Jordan's actual sales last year, many people familiar with the matter defined the sales figures at 40 to 5 billion yuan. Before the year of Ni Zhen to Jordan, the sales volume of the company was only one hundred million yuan. "I am very grateful to Jordan for not having Jordan today."

"Internal strength" determines brand value

If Kong Linghui did not win the gold medal for men's singles in the Sydney Olympic Games, what would Anta do? If there is no super communication platform of CCTV, can the slogan "I choose, I like" become "buzzwords"? There is not so much in the world. Anta, it's a success!

The success of Anta gave new inspiration to Jinjiang brand enterprises such as XTEP, 361 degrees, gold lake, Hongxing Erke and so on. "Turn the OEM to make a brand", so the stars and celebrities get together to become the spokesmen of these brands. CCTV sports channel immediately became "Jinjiang channel". However, Ni Zhen didn't follow the trend to throw money into CCTV and stars, but instead of taking the unusual road, invested heavily in product research and development and quality. "My requirement for products is" first class product ", not just qualified products, qualified products can be done by everyone, but" first-class products "are not produced by every enterprise. Ni Zhennian said that Jordan has state-of-the-art production equipment, state-of-the-art testing equipment and state-of-the-art research and development equipment.

Whether it's a celebrity endorsement or an advertisement in CCTV, you have to spend less than millions, tens of millions, or even billions of dollars. When the Jinjiang brand went crazy in the "Anta mode", Ni Zhennian thought that with the help of this model, there were definitely a few successful ones. If the cost was allowed to be sold to consumers and dealers, the effect would be even better. "Other people's products sell for 100 yuan, and our products sell 100 yuan. Our profits must be more than them, because they also have to pay high price advertising and endorsement fees." Since entering the Jordan company as the head of marketing production, Ni Zhen has always stressed that "products should be the best". In the clothing and sports shoes fabrics, zippers, buttons and even a line, Jordan wants the best.

"Sports products have spoken three points, quality, design and price, these three points can do a good job, you have succeeded." Ni Zhennian said, in the eyes of the outside world, as the top ranking sports goods brand in the country, Jordan has always been "low-key" to show people, but on the product, Jordan has always been "high profile". Jordan, who started by shoes, has always maintained 80% of his shoes produced by his own factory, and more than 80% of the garments are produced by his contracted factories. Nevertheless, the quality is in the same standard. It is understood that many of Jordan's clothing products are designed and produced by the Far East Group for Nike, using the same materials.

As for the design, Jordan has held the "Jordan Cup" Chinese sports equipment design competition since 2006. The annual investment is over ten million yuan. "This effect is very good." Ni Zhennian believes that from the domestic sporting goods market in recent years, who can have the local design talents tailored for the Chinese people, who will gain the initiative in the future market competition, "only Chinese talent will understand Chinese people." Only native designers can understand the real needs of Chinese consumers. In the past five years, Jordan has attracted many young talents to join in the sports equipment design competition. This has laid a solid foundation for Ni Zhen's concept of "building Chinese people's sports equipment". {page_break}

You can't understand work without understanding it.

"Old Ni" is very popular, on the one hand is its simple appearance and rich posture. It is easy to make people close and nice. On the other hand, it has the pride of Shandong people, straightforward drinking, and never doing anything wrong. Even though there are no father and son in the mall, many Quanzhou businessmen and their colleagues have become Ni Zhen's brothers and friends. In private, they will often chat and discuss the development of sports products at home and abroad. For sporting goods, Ni Zhen is still passionately passionate and religious, but in addition, he knows life.

In early May this year, Ni Zhennian and a group of friends went to Singapore, Indonesia and other places, "not to travel, but to learn." Learning here refers to sailing. In a week, in addition to theoretical study, more is the practice class in the sea, "the whole process is very enjoyable". Ni Zhennian said that although the body is really tired, exposed to the scorching sun every day, but the spirit of joy can not be expressed in words, especially with a group of friends to go together to fight against the sea breeze, crazy waves, is a manifestation of team spirit, "to exercise will to help a lot, in fact, this is also a kind of Conquest". As another entrepreneur of Shishi said, only by constantly challenging the new field, can we discover that we are not omnipotent, and every time we enter new fields, it is a spiritual baptism and sublimation.

"When you work, you must work hard, and you must know how to enjoy your life when you are not at work, so that you can afford yourself and your family". This is also the famous saying of Ni Zhen.

For luxury goods, most of the "tide" entrepreneurs are "very cold". Ni Zhen is no exception, but buying luxury goods is not to show off, they may be looking for design inspiration or life experience. In March 31st of this year, Ni Zhennian and Jordan, executive vice president Ding Shijie, accepted the invitation of the organizers and took the Brazil airlines' 1000 official business plane to Sanya, Hainan, where they gathered for the world's more than 180 luxury brands. "The feeling at the scene is really great." Represented by Beneteau, the world's six largest yacht industry giant, Bombardier as the representative of the 15 business machines, Lamborghini, Routh and Routh as the representative of the car gathered, so that the first time to participate in such a large-scale luxury exhibition "Lao Ni" dizzying, "home to make money." Ni Zhennian laughs. He hopes to find some new elements of brand and cultural heritage from the observation.

In order to make leisure life more diversified and fashionable, the players who studied in Singapore included "Dragonfly team", including "Lao Ni". After the golf and sailing, the new dragonflies' new leisure and entertainment items include track racing, equestrian, grass skating and rock climbing. Ni Zhen Nian also recently bought a dragon named "Ni FA Zi". "Life and work must be two suitable."

Overtones --

Crossing new life is also a public good.

The opening ceremony of the Universiade is amazing. Many Jinjiang sporting goods brands are showing up, sponsoring 32 out of 152 countries and regions, accounting for more than 20%. Although not sponsoring many teams, Jordan sports still attracted the absolute focus, because Jordan sponsored two sports teams -- the Chinese team and the Russian team. Apart from that, Jordan's "China fashion + fashion element" award dress is also a bright sight. This is also a practice of scale influence after the slogan "spanning and freshmen".

"Before making shoes, now is all-round development." Ni Zhennian said that last year, on the China International Fashion Week, the 2011 spring and summer series of Jordan sports showed 4 series of works, including basketball, running, tennis and comprehensive training, breaking through the limitations of Jordan's original single field. In June this year, the women's products entitled "happy and harmonious" were also launched. Ni Zhennian said that after more than 10 years of deliberation and accumulation, Jordan now has the strength to launch a comprehensive attack. In July 3rd this year, the first Lanzhou International Marathon attracted nearly 20000 participants from 16 countries and regions. Jordan sports provided professional sports equipment. Not only that, Jordan also sponsored Kazakhstan, Turkmenistan and Mongolia National Asian Games delegation to receive the award dress. At the same time, it also carried out strategic cooperation with the International Basketball Federation (FIBA). Compared to a few years ago, Jordan sports today has more and more resources. Ni Zhennian said that the theme of Jordan's choice of "leap over and new life" is to promote the spirit of sports to help the society build positive and healthy good looks and spread the spirit of spanning and rebirth to every consumer, encourage them to regard this spirit as a value concept, "we encourage more people to participate in daily sports activities, and encourage all the teams we sponsor to cross and reborn to win glory for the country".

In developing resources and shaping professional brand image, Jordan sports is keen on various public welfare undertakings, such as the "Jordan Cup" Chinese sports equipment design competition, to spend tens of millions of yuan to cooperate with the China Youth Development Foundation, set up the Jordan sports charity fund, launch the happy sports action, let the children of hope primary school realize the happiness brought by sports, and help the poor families with special sports skills to continue their further studies, so that they can realize their sports dreams. In addition, the Jordan sports charity fund also plans to set up 100 hope primary school basketball teams in the national hope primary school, provide them with professional sports facilities and certain financial support, carry out competitions, stimulate their sports talents, and enjoy more sports enjoyment and success. With the development of a number of public welfare activities, Jordan has won the recognition of the society. "I sincerely hope that every Chinese can have a healthier and better way of life, which is also the desire of Jordan sports." Ni Zhennian said that with the expansion of the Jordan plate, more funds will be invested to help the development of China's public welfare undertakings.