Hundred Years Of English Foot Brand In Spring

The trend of international brands seeking cooperation between Quanzhou enterprises is still rising. Following XTEP's winning of Disney's right to use and exclusive agency of Spanish brand "Colin" and Taya shoes materials, signing the outdoor sports brand "HI TEC", recently the industry has been blasting news again. Three Shu sporting goods (Fujian) Co., Ltd. has made huge sums of money to acquire the "England" logo of the England Football Association (short Football Association) for a hundred years.

It is said that the logo is a hundred years' brand of England royal nobility.

Previously, three Shu has obtained the right to use international brand playboy, crocodile shirt and kangaroo in China.

It is more cost-effective than creating high-end brands, and the three Shu negotiations with the FA have lasted for over a year since the beginning of last year.

Production and operation of the international brand is the three Shu's operating characteristics. It now owns three sports shoes for Playboy, crocodile and kangaroo in China's production and distribution rights.

This is a special case in Jinjiang, where self created brands are springing up.

Three Shu President Chen Shuhuan said: "the operation of international famous brands, although the pre empowerment fee is expensive, is still cost-effective compared to the huge promotional cost needed to create high-end brands."

He said that the brand sports series of acting playboy, crocodile shirt, Italy kangaroo and so on are the mature foundation for three Shu Jian.

The joint with the British Football Association will promote the enterprise's ability of comprehensive management in team building, brand management and terminal accumulation.

Lai Guocheng, director of the company's operation director, said that the target group of the new brand England will be positioned in the age of 18 to 40, with the pursuit of international taste, passion for passion and fashion oriented young people.

Unlike the current Playboy consumers, the Playboy is more fashionable and leisure style, and the combination of England's richer sports and aristocratic temperament not only caters to fans but also to the taste of noble and gentlemen.

It is said that the British football club is always a century old ball game with huge resources of fans. Because the brand is different from the general merchandise brand, the marketing mode can be innovated, such as adopting the form of membership.

This is the difficulty of other sports brands at present.

Chen Shuhuan, three Shu president of the international brand authorized by the contract, revealed that three Shu received the FA's total sales recognition and exercised the "England" logo on the mainland's production and operation rights, including the use of footwear, accessories and other sports leisure products.

According to the briefing, three Shu will be fully responsible for product R & D design, production and sales.

The FA assists in supervising and auditing.

The promotion of image, including the FA tournament and the image of England national team players, can be applied to the POP packaging of advertising and terminal stores.

"We take the international brand which is really authorized by the contract, and will not do the scratch ball, and pursue the establishment of its own century old shop!"

Chen Shuhuan said, "it is very likely to buy an international brand in the next few years if the enterprise is further developed and matured."

It is a rare honor for the industry to win the FA's authorization, because after all, it is not a simple brand logo, but a brand with a hundred years of history, far beyond the meaning of general merchandise.

"This is a rich and available resource, and the precious resources of the special star image will be accepted by the public at the early stage of the market promotion."

Opening up a new mode of development in the past two or three years, the international brands of dir Donna, maple leaf and lotto join hands with Quanzhou shoe companies to enter the Chinese market, which has become a major sight.

Since last year, Anta (China) Limited has also acted as Adidas agent to become one of Adidas's agents in China.

Industry rumors that in the future, there are several foreign brands are also beginning to enter the vision of Jinjiang enterprises.

"Quanzhou shoe enterprises are acting as an important way to graft their resources abroad." Hong Jie, executive director of the Standing Committee of China Marketing Association, believes that China is the largest consumer market in the world and a big cake of international brand dreams.

To enter the Chinese market, first of all, we must face the localization process. Finding mature partners is the first choice.

For domestic enterprises, "if you don't act as an agent, he will come after all, rather than acting as an agent."

At present, most of the local sports shoes brands in Quanzhou are middle and low end. Integrating foreign brand resources can make the product lines run by enterprises run high and low.

"At present, the operation cost of domestic brands is bigger every year, and the cost of advertising, channel construction and product development is very high."

Hong Jie analysis, "if the enterprise wants to invest in new brand, it is better to take an international brand to enter the market."

He said that the new brand of sports is facing three risks, namely, market, product and capital, that is, market supply exceeds demand, products are seriously homogenized and investment costs are high.

Originally invested 1 years to make money, now invested capital for 3 years, the future is uncertain.

Hong Jie believes that China's economy will maintain rapid growth in the next ten years, and the competition among enterprises will be reflected in capital competition.

The three Shu group's international brand operation and management strategy is a capital operation mode, which will expand the Chinese market by packaging international brands, and even extend to Asia.

Expert analysis, three Shu to use large brand agents to accumulate their own market, develop the Chinese market, lay a solid foundation for the future to do more market and brand, which may open a new mode of private enterprise development.

Distribution link action?

Prior to this, three Shu was awarded 2 Mercedes Benz, 4 BMW, 4 Audi and 6 Teana in the order of another agent brand playboy.

Will there be any big moves for the three Shu group in the upcoming "England" first order?

Chen Shuhuan revealed that England is a new starting point for three comfortably, and there will be less investment. But because of the marketing secret, it can not be made public at present.

He said that the negotiations with the FA have lasted more than a year, which has attracted the attention of the outside world. There will be a press conference this week. Some initiatives will be revealed.