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The Cruel Market Behind Jordan's Lawsuit: Capital Bloodthirsty And Moral Ignorance

2012/3/2 8:32:00 15

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When Jordan sued

Jordan Sports

The company is being fired up. When the two sides are still fighting in the air, the reporter went deep into the hometown of Jordan sports, the important city of China's sporting goods manufacturing industry. Jinjiang, Fujian, conducted an interview with "deep tillage and meticulous work", and gave his own thinking and analysis.

Capital is bloodthirsty without morality.

From the jurisprudence and morality to the Jordan war, there is no real or false distinction between Jordan and me. When I am hungry, I will go resolutely into the chicken fried chicken in the small town. Of course, there will be many people in the town who are attracted to go to the chicken fried chicken shops, and people who frown fiercely.

China has hundreds of billions of huge sporting goods.

market

From the city to the countryside, we have hundreds of millions of consumers. The gap between them is so huge that their vision is different. Obviously, they can tolerate the emergence of two Jordan brands.

Of course, enterprises do not recognize this principle. Everyone is eager to monopolize and pursue the maximization of profits. Even if they can not succeed, they will continue to work towards this goal. This is a natural responsibility and sense of mission of an enterprise, so long as there are rivals, they will die and pinch, and which industry will be the same.

If this competition is carried out in a fair environment, we should be able to applaud both sides, at least they are not PetroChina.

They did not violate the rules, so they were all right. Even if they were to ruin their opponents and hang them, they would be in line with the legal principle. They would only be morally weak, which is the instinct of capital bloodthirsty.

One is famous and the other is perspiration.

If we can stand on the backdrop of the Chinese sporting goods industry to observe the Jordan war, we will be more able to understand some of the essence of this competition.

In front of the two sides, Jordan and Jordan sports, I do not think who will occupy a higher angle. The competition of Chinese sports brands has entered the homogenization competition four or five years ago. What is homogenization? That is, for the low quality footwear industry, the quality and technology are basically the same. Then the competitive level can only be the brand's influence and added value. In this homogenization competition, the strength of Jordan's endorsement brand air jordan is actually in the wind.

Why do we say this? Because no matter what capacity or brand promotion efforts, market share and number of stores, Michael Jordan has no way to compete with her rivals, because the US Air Jordan has not been invested in China for more than a decade. Maybe they believe that with the popularity of Jordan, even an advertisement can not win easily, and they do not need to give the Chinese government extra tax revenue. The soft power of the United States can easily be swept away, and they can not afford to spend money on building factories and find a place to go to work. So many people do not know that air jordan is the brand of the basketball star, which is very much related to their neglect of the Chinese market.

Jordan, as a person, has a strong brand influence, but it is not reflected in commodities.

The local Jordan is a typical Chinese struggling story, which is Minnan.

footwear industry

A typical development case, a giant enterprise with thousands of stores and one hundred thousand employees, few people know their sweat and effort in the long history.

If we take a look at the Chen Dai town in the manufacturing area of Minnan shoe industry, we will find that this place has become the world's shoe manufacturing and R & D center. The industrious Chinese people have achieved economic miracles like ants. Even a five hundred meter long street can find all the production accessories from metal buttons to glue, from the most advanced nano shoes to low-end slippers, and the Americans and Germans who are responsible for design and technology are very easy to encounter in Jinjiang.

This is the best production condition in the world. If you can't get a brand giant in such a place, that's the real sadness.

Of course, the accumulation of brand takes a lengthy marketing process, not a famous name can be done. Neither Jordan nor Jordan of China can omit the process to succeed.

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Throw away that damn brand.

In the 90s of last century, when the footwear industry started in Jinjiang, everyone was on the road with original sin. Fake shoes had a lot of shoddy shoes, but after the production capacity was raised, they finally had the cost to compete with their rivals abroad.

In the subsequent great pformation of industry, which has gone through several stages of brand creation and enterprise listing, many enterprises have achieved great success. XTEP, Anta and 361 are among the outstanding representatives.

What is interesting is that the earliest idea of their brand creation is not only expressing their disapproval of the big cards at that time, but the sign of XTEP is to cut a knife to Nike, and Anta's logo is twisting Lining.

Jordan, however, appeared a major mistake in the creation of cards. Even the protection of the law could not make up for their mistakes. When they found that their rivals could only rely on a lawsuit declaring the world, they could achieve the marketing effect they had spent hundreds of millions of dollars in, so as to wipe out the countless efforts they had made in their struggle. Do you think they would be calm? The lawsuit did not really require the result. Jordan had already defeated his opponent at the same time as he reached the purpose of confession. For the Nike who had long been coveted by China's low-end market, he had a high IQ from the lawsuit, and their potential rival was not only the Chinese Jordan family.

The lawsuit broke out in the Olympic year has a very deep commercial background. Now the sports brand has entered the fierce competition. For the Chinese sports products that are still in cultivation stage, as long as there is a quarter of products behind, then the terrible inventory and marketing investment will drag down the fragile capital chain, thus causing serious internal injury to the enterprises.

The present situation is that even if the opponent did not throw advertisements, even the products were not designed, the dawn of victory had already been seen. This is not only the death of the one hundred thousand employees of Jordan, but also the death of China.

I would like to give a word of advice to Jordan, China: I respect all the struggles, throw away that damn brand, and you can prove that you are strong like XTEP.