The Brand Of "New Hundred Lun"

Although many years ago, you can see the sports shoes with the "NB" logo on the Chinese market. However, JimDavis, the CEO of NewBlance sports shoes in Beijing recently, insisted that his trip to China represented the second largest and fourth largest sports shoes brand in the United States.

Luo Peiping, general manager of Newbalance Greater China, explained in an interview with our reporter: "many years ago, NewBalance had agents in China, but later we discovered that the agents had stolen a lot of counterfeit shoes. These shoes simply failed to reach the NewBalance quality standard, so we are now in litigation with them.

Although the counterfeiting behavior has not caused much direct loss to our company, it brings us a lot of trouble, that is, we need to spend a lot of time and energy to make up and rebuild the reputation of the brand.

This is the first time that the head office has entered China. We have the right to operate independently in China for the first time.

Luo Peiping said that the recent NewBalance investment in the Chinese market brand is uncertain, but they have decided to promote their most famous and world first product by running the marathon in Beijing and Shanghai.

They have also entered into a strategic partnership with BELLE, a high-end shoe manufacturer in Beijing, with a view to utilizing BELLE's channel resources in the whole Chinese market, first focusing on opening stores in Beijing and the mainland.

In the face of Nike and Adidas, which are much earlier than themselves, and the brand competition of Lining, which has grown up in China, JimDavis is confident: "our competitors all over the world are the ones."

This confidence should come from NewBalance's brand approach of nearly 100 years.

NewBalance was originally a foot arch support company in Boston in 1906. In 50s of last century, NewBalance began to make professional sports shoes for local runners. In 1972, JimDavis bought NewBalance company on Boston marathon day.

At that time, NewBalance could only produce 30 pairs of shoes every day.

In 1976, NewBalance320 jogging shoes were selected as the world's first jogging shoes by the "Runner" sWorld sports magazine.

At that time, the marathon champion Fleming wore 320 running shoes, which became popular all over the world.

From 1991 to 2002, NewBalance has become the fastest growing sport brand in the world. Its sales volume has reached 40 million pairs each year, and its income has exceeded 1 billion 160 million US dollars in 2001.

It is worth noting that NewBalance has many differences in the brand culture with many famous sports shoes brands in China's market today: first, they emphasize the professionalism of shoemaking, and insist on the production of shoes with multiple width and height. This is a high cost, but this is a design based on human nature. The most comfortable and close shoe type for every consumer has become the biggest feature of NewBalance. Secondly, contrary to the current practice of popularizing sports shoes by popular sports stars in China, NewBalance never signs with sports stars because they believe that shoes suitable for stars are not necessarily suitable for most consumers, so NewBalance will invest in product development.

"Shoes are the best spokesmen," JimDavis said.

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