ADI Wants To Use Reebok To Build Reebok Shoes In The Middle End Market.

These days, Philharmonic sports.

The reporter learned that Philharmonic sports received Adidas's flag at the end of last year.

The industry believes that Adidas is putting Reebok in Jinjiang, regardless of its intentions.

Spring news

Philharmonic group enjoys exclusive orders

At the end of last year, close to the year, many foreign shoe enterprises were welcoming the inspection of foreign trade merchants.

Reporters in recent days to Philharmonic group found that all the management of the Philharmonic group is concentrating on the meeting.

This conference has been going on for a long time. There is only one topic: to welcome Adidas's factory inspection.

By the end of the management meeting, it was getting dark.

It turned out that in the waiting, it was unwittingly past the time of commuting.

However, the deputy chief Ma Wan Cheng, who participated in the whole conference, was totally unaware.

The long meeting time is like an instant for excitement and expectation.

At the end of the meeting, only a group of people came out from each other in the conference room, excitedly discussing how to pass the inspection smoothly and how many orders they could receive.

Their look is like a beautiful blueprint.

"Although our company has received many orders from international brands, this time, we pay special attention to this.

Because Adidas's pass rate in the world is only 2%-3%! If we can pass the factory, we can not only receive a large order from Adidas group, but more importantly, it is an affirmation of the production management level of Philharmonic sports.

Ma Wancheng said excitedly, so the factory inspection, the whole company is very high and low, hoping to pass in one fell swoop.

A few days later, the reporter called Ma Wancheng and got the affirmative answer: the factory passed.

Since then, Lin Shitian, chairman of the Philharmonic group at the end of the Philharmonic group's speech, said to all the staff that the order of 2012 would be 5 million yuan for Philharmonic, and the order from Adidas would be an excellent start.

"Philharmonic allows employees to make money."

Lin Shitian expressed his passion at that time.

Ma Wancheng told reporters that at present, Adidas has decided to place the order of its brand Reebok in Philharmonic company, and has now entered the level of technology docking.

"We are preparing for the next full line production plan."

Ma Wancheng revealed.

Industry conjecture

Or the ADI channel sinking prelude.

This reporter has learned that over the past 30 years, Adidas group's production partners in China have always been dominated by Taiwan shoe Wang Baocheng group and Fengtai group of shoes industry, and its production base is mainly Guangdong, Dongguan and Fuzhou.

So what is the purpose of Adidas's "not taking the unusual road" and placing Reebok brand orders in Jinjiang?

For this practice of Adidas, the industry is also speculated.

In response, Yang Jian, who had served more than 10 years in the management of Fengtai group, believed that in 2006, Adidas spent 3 billion 100 million yuan to acquire Reebok brand in order to fight against Nike.

"After Adidas acquired Reebok, there was some news shortly after that that the purpose of Adidas acquisition is to rely on Reebok brand, to build it into a middle end brand, to occupy a larger market with the price of the people and high-end brands, so as to fully compete with the Nike brand."

Yang Jian said, therefore, the production of Reebok brand in Jinjiang can be seen as a prelude to the sinking of its channel.

In fact, it seems that Adidas is fighting against those aggressive market competitors.

They include not only old rivals Nike, but also Lining, Anta, XTEP, 361 degrees and other local sports brands.

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Peer analysis

It also has a positive effect on Jinjiang.

In this regard, Hou Zhaohui, vice president of the 361 degree International Co., Ltd., said that no matter what the intention of Adidas is, for Jinjiang sports brand, although there will be some pressure on competition, it will be more effective for brand shoe companies.

"At least when a strong opponent is around you, it will urge local enterprises to change, grow and upgrade quickly, not only in product design, but also in quality control and even in production management."

Hou Zhaohui said, in fact, Reebok brand orders to Jinjiang production, is likely to be related to the positioning of its brand products.

According to Hou Zhaohui analysis, Adidas's move is likely to be a reorientation of Reebok brand, which is related to the channel sinking plan.

If it is a prelude to the sinking of the channel, then the cost of production in Jinjiang is still more advantageous than that in Dongguan and other places. Adidas's move is traceable.

"Of course, these are just guesses."

Hou Zhaohui said that Adidas group will put Reebok brand in Jinjiang, not worry about technology outflow, nor fear that products will be homogenized, or just ready to sell products produced here to other markets.

Whatever the reason, Hou Zhaohui believes that if Adidas really is to end the Reebok brand, it is too bad.

"The brand of Reebok, whether from the international brand or its brand background, is an international second tier brand, directly lowering its posture and hurting the brand is great. Will it lose the gain?" Hou Zhaohui said.

Foreign trade enterprises

Adidas, Jinjiang.

Brand shoe companies are afraid of the arrival of Reebok, but foreign trade plants are very popular.

In recent years, Mr. Lin, director and deputy general manager of J footwear enterprises, which has been mainly engaged in foundry, said that Adidas can place orders in Jinjiang's production. It is a good shot for the foreign trade enterprises that are short of orders.

"All along, orders for international brands such as Adidas and Nike are mostly monopolized by Taiwanese funded enterprises. Jinjiang has made decades of sports shoes but has been out of touch with international brands, which is a pity."

Mr. Lin said that now Adidas began to turn its attention to Jinjiang. This shows that Jinjiang's shoe making level is being promoted and recognized.

In this regard, Mr. Lin believes that more and more international brands will place their orders in Jinjiang. Then, both domestic and foreign shoe enterprises will enhance and grow in the continuous development and pformation of the footwear industry.

In this regard, Tang Jisheng, general manager of Jinjiang management consulting (China) Limited, believes that Adidas is placing the shoes business in Jinjiang, which is an endorsement of the international first-line brand to the production management level of the footwear industry.

At the same time, for shoemaking enterprises, it is a new challenge and opportunity. I believe more and more international brands will put their eyes on this shoe market in Jinjiang.

For brand shoe enterprises, whether brand marketing or product planning, it also has the role of promoting and promoting.