Shoe Enterprises Rush Olympic Games Busy Strategic Scheduling Busy

2007 the footwear industry of Quanzhou industrial development report is closely related to sports events.

In the bright Quanzhou sports brand camp, to seize the opportunity of the Beijing Olympics before the eyes became a major task of the 2007 Olympic Games eve. The marketing method and strategy adopted around the Olympic express made the biggest hot topic of the industry in the year.

Of course, the sporting goods industry in Quanzhou has a large lineup. The industry events that occurred in 2007 involve many aspects.

Among them, the spread of information has aroused widespread concern, at least there is a comprehensive private economy synchronized shoe-making enterprises listed on the tide, in order to seize the NBA event brand resources as the focus of the integration action, and expand the overseas base, to deal with the EU anti-dumping and technology upgrading and so on.

Marketing: the Olympic express 2007 is the most recent year from the Beijing Olympic Games. Sporting goods as an industry closely related to the Olympic Games, the marketing strategy of this year undoubtedly goes all in to the Olympic Games.

Due to the limited resources of the Olympic partners, Quanzhou's sports brands adopted various changes in the year 2007, promoting the brand promotion by taking the Olympic express.

The first is sponsoring foreign Olympic delegations.

In April this year, Kang Tai (Fujian) Sporting Goods Co., Ltd. signed a cooperation agreement with the Lithuania Olympic Committee and became an exclusive supplier of sports equipment for Lithuania National Olympic sports delegation. In August, Fujian PEAK Group Co. and the Iraqi National Olympic Committee announced a strategic partnership in Beijing. In September, Lu Yu (China) Limited announced the establishment of a strategic partnership with Tajikistan Olympic Committee.

Second, sponsoring teams.

In October this year, mingle (China) Co., Ltd. and China weightlifting team formed "Beijing 2008 Olympic Games strategic partner".

The company launched the move, which stems from the fact that China weightlifting team has been a favorite gold medals in the Olympic Games. In the Beijing Olympic Games, China's first gold medal is likely to be picked up by the Chinese weightlifting team.

Third, cooperate with Olympic partners.

In November this year, Jordan and Lenovo Group, a leading IT company in China, reached cross-border cooperation in integrating resources in marketing.

After the cooperation, Jordan and Lenovo's LOGO will be side-by-side in the promotion of their activities and promotional products and products. Lenovo, as a partner of International Olympic Committee, the Olympic rings logo under its brand logo has become a conspicuous symbol. For Jordan, it is virtually related to the Olympic resources.

Fourth, sign up for athletes who have potential to win gold.

For example, Anta has signed a number of athletes who have potential to win gold in China this year.

Fifth, organize and participate in Olympic related activities.

Nanan Bohui shoes and Clothing Co., Ltd. announced in November this year the launching of the "POOVE 2008 youth cheer group" project. We should collect 500 young people to form the "POOVE 2008 youth cheer group" in the whole country, and cheer for the Beijing Olympic Games. The Philharmonic sports and Beijing Olympic Organizing Committee jointly organized the "our Olympic" large-scale series of cultural activities, and became the strategic partners and designated sports equipment of the "China Digital Sports" Olympic Games 2007 to 2008.

Financing: surging tide of listing. In July 10th of this year, Anta sports was listed in Hongkong, China, which created the largest number of funds raised by Quanzhou enterprises outside China and the largest stock market of local sports brands in overseas capital markets.

In the same month, China Sports International Limited, another sports shoes manufacturer in Quanzhou, was listed in Singapore, issuing 100 million new shares.

Anta and the listing of wild power boosted the spread of heat in Quanzhou's private enterprises.

XTEP, 361 degrees, PEAK, Jordan, del Hui, and so on, and other famous sports brands in Quanzhou have already set up a timetable for listing in the past two years.

It can be expected that in the past two years there may be a phenomenon of local sports brand listing.

Integration: it is an enduring topic for the sporting goods industry to seize the resources of competitions and sponsor competitions in various ways.

Quanzhou sports brand in 2007 in this aspect of eye catching measures, the first NBA competition brand resources vigorously contend.

After the listing of Anta in Hongkong, Alexander, the boss of NBA Houston rockets, bought huge sums of money to buy Anta shares, making the intimate relationship between NBA and Quanzhou sports brands permeate the special flavor in the process of information dissemination, causing all kinds of reverie.

In November this year, PEAK successfully signed an official NBA market partner and signed a strategic partnership with the NBA bucks of China's star Yi Jianlian. The former is exclusive and exclusive.

Meanwhile, Anta and China's other star Yao Ming's NBA Rockets have formed a strategic partnership and signed a new brand with the Rockets' team player Francis.

Due to the unique dominance of NBA in the global basketball industry, the competition for NBA marketing resources was almost white hot among the sporting goods companies in Quanzhou in 2007. It surpassed the case of another sporting goods giant Lining signing NBA star O'neal.

In order to seize the brand resources of domestic events, Quanzhou sports brand has achieved monopoly in a certain sense on the basis of further development in 2007.

After becoming the only designated partner of the Chinese men's Basketball League (CBA) designated equipment and the Chinese Table Tennis Club Super League "sports equipment", in August 15th this year, Anta officially signed the six Chinese Volleyball Competitions: the Chinese men's / women's Volleyball League, the Chinese men's / women's Volleyball Championship, and the Chinese men's / women's Volleyball Grand Prix.

XTEP has signed an agreement with the national extreme sports elite, the National Women's Basketball League A (league C), the National Men's Basketball League B, and the National City Games Organizing Committee, naming the 4 national events.

In September this year, XTEP sponsored the Xi'an City Wall International Marathon race. In October, XTEP announced that it was the only partner and designated sponsor of sports equipment signed with the Eleventh National Games Organizing Committee.

361 degrees this year, once again become the world's top partner of the Xiamen International Marathon.

In October, 361 degrees also announced the Alliance for the 2007-2008 season China University Basketball Super League (Super League).

In addition, Hongxing became the official only designated costume of the 2007 China Tennis Grand Prix; famous brand name National Trampoline Championship; Jordan was the exclusive sponsor of the eighth Universiade, and announced the eleventh Winter Games partner in November this year; PEAK again joined the Qinghai Lake international road cycling race in July this year to become the only designated sports equipment for the sixth round lake race, and again sponsored the Stankovic cup intercontinental basketball championship in China.

Expand production: set up overseas and domestic bases. This year, a group of Quanzhou enterprises expand their manufacturing bases overseas and step up their efforts to enter the international market.

After Jinjiang Guo Hui Shoes Co., Ltd. set up a factory in Vietnam last year, Quanzhou Baofeng Shoes Co., Ltd. plans to build factories overseas. It began to visit Philippines, Vietnam and Indonesia last year and intends to set up overseas factories in Indonesia.

In terms of domestic expansion, the increasing investment measures in the field of vulcanized shoes have attracted the attention of the industry.

Lian Tai (Quanzhou) Light Industry Co., Ltd., as a pivotal production enterprise in the field of vulcanized shoes in Fujian, has set up 6 production lines for vulcanized shoes this year, and the monthly output will reach 500 thousand pairs. It will become the largest production base of vulcanized shoes in the province.

Jinjiang steady shoe industry Co., Ltd. has added 3 new vulcanization shoe production lines this year.

Because of the good market reaction, many sports brands in Quanzhou have added a series of vulcanized shoes on the shelves.

Export: to deal with EU anti-dumping, because the European Commission has reviewed the dumping cases of more than 1000 shoe manufacturers in October this year, the EU anti-dumping has become a matter of 2007 shoe export in Quanzhou.

Under the joint efforts of the China Leather Industry Association and the Quanzhou Footwear Association, the anti dumping panel will launch a public lecture in Quanzhou and discuss with the enterprises the countermeasures.

The composition of the solicitor's group is mainly the four Chinese and foreign legal experts to deal with anti-dumping, represented by "first lawyer of anti dumping case" and Pu Ling dust.

Under the influence of EU anti-dumping, the export of shoes enterprises is facing new opportunities and challenges. Many enterprises are trying to find new markets.

For example, some enterprises are aiming at the Central Asian market, and some enterprises are actively exploring the Middle East, the Americas and other markets.

Technology: drafting standard investment and scientific research this year, the national light industry standard ethylene vinyl acetate copolymer slippers and sandals, which was drafted by Quanzhou Baofeng Shoes Co., Ltd., was held in Quanzhou.

Prior to that, our country did not have the industry standards for EVA sandals, and the production enterprises followed the national rubber and plastic footwear industry standards very early.

In addition, in July this year, the first Chinese children's shoes professional research institution jointly organized by the two institutes of the sublime nanomaterials and the Chinese children's products research center of the Chinese Academy of Sciences, the European and American footwear high-tech laboratory, was established in the Europe and the United States footwear industry Co., Ltd.; in October, Jinjiang Guo Hui shoes and Clothing Co., Ltd. signed the Sino German cooperation agreement on biomechanics laboratory and the cooperation agreement on the sports shoes shock absorption technology with the German Novel company and the State Sports General Administration Sports Science Institute.

Many shoe companies are diligently practicing "internal strength", continuously increasing scientific research investment and improving product quality.

History: industry continues to enhance the outstanding performance of Quanzhou footwear industry is closely related to past efforts.

In the early 80s of last century, Quanzhou shoe enterprises generally only carried out imitation processing of family workshops, and their production and operation methods were extensive and the market efficiency was low.

But the cluster effect caused by the growth of relatives and geographically makes the factories of stars and stars spread all over Quanzhou.

In the 90s of last century, in the face of fierce competition in the domestic market, Quanzhou shoe enterprises began to graft foreign capital and take the road of capital expansion and expansion.

Many enterprises have converted to OEM for foreign enterprises, earning a small profit from them.

With the introduction of large-scale equipment and technological pformation, the level of shoemaking technology and equipment in Quanzhou took the lead in the mid and late 90s of last century. Processing capacity, technology level and product quality were enough to meet the needs of some international brands. A lot of Quanzhou shoe enterprises successively qualified for OEM (OEM) for international brands.

From imitation processing to OEM production, Quanzhou footwear industry takes the first step.

In the late 90s of last century, the shoemaking enterprises in Quanzhou gradually moved to the brand. They had mastered sales channels and carried out branding reform, pforming the original production capacity into the basis of brand management.

Using the profit generated by processing to subsidize brand action, Quanzhou footwear industry began to form "two legged" walking, that is, the development mode of combining brand with processing.

Beginning in 2000, Quanzhou shoe enterprises had a real understanding of the building of their own brands. Since then, the large-scale licensing movement of Quanzhou footwear industry has really started, and the brand building formula of "advertising plus stars" has made Quanzhou shoe manufacturing cluster gradually pition to brand clusters.

The licensing movement has greatly promoted the blowout expansion of Quanzhou sports shoes brand in China, and a large number of brands have more than 2000 stores in large and medium-sized cities throughout the country.

The fast growing channel store resources become a favorable position for Quanzhou sports brand to seize the market, and also make Quanzhou footwear brand extend from single sports shoes products to sportswear, bags, accessories and other comprehensive sports products.

Quanzhou Footwear Association, Quanzhou footwear industry association, was founded in November 1998. It is a trade organization with legal personality. It consists of shoes, shoe materials, shoe machines, import and export companies, distributors and technical training schools. Most of the members are footwear enterprises of relatively large scale. There are 668 existing members, which are concentrated in the central urban area, Jinjiang, Shishi, Nanan, Huian and so on.

The chamber of Commerce has more than 300 square meters of its own office space.