Jordan Brothers Of Jinjiang

Jordan, "Kobe", "Yao Ming" and "Yi Jianlian" -- these Domestic brand The headquarters are in Jinjiang.

Although the "flying man" Michael Jordan v. Jordan's sports infringement case was heated by the media, but the hometown of Jordan sports, Jinjiang, Fujian, was calm and calm as usual.

"I don't know, I don't care." In February 26, 2012, in the shop of a sports shoes trading company in the Qinghua shoes and clothing market of Hua Lin Road in Jinjiang, Lai Hongyu, twenty, shook his head to the reporter while playing with his apple phone.

Lai Hongyu is a shopping guide. Every day, she keeps a tea table waiting for buyers with different skin colors to come to discuss business. Most of the purchasers come from Iran, Columbia, Nepal, Russia and Southeast Asia, and live in the five star hotels next to Europe. They shuttle between more than 2000 shops in Hualin street, like Adidas, Nike or Reebok shoes.

Contrasting with these foreign brand counterfeit products is Jinjiang's complex local brands, which are famous in China, such as Anta, XTEP, 31st degree, Jordan, PEAK, Hongxing Erke, del Hui, Kang Tai, noble bird, Qipai, Li Lang, Jin lake, etc. these brands are used to advertising bombing on CCTV Sports channel, so that some people call CCTV-5 "Jinjiang channel".

And in advertising, it is "national". brand "Jordan" has been caught in a wave of infringement recently, and the brand of celebrities has begun to enter the field of vision. Apart from "Jordan", there are also brands like "Yao Ming", "Yi Jianlian" and "Kobe" in Jinjiang.

How can the Jinjiang border become a "sporting goods kingdom"? How did these brothers' brands of Jordan rise?

"Consumers in the three or four tier cities are buying."

Jinjiang, a county-level city with a permanent population of only about 1600000, has GDP (GDP) of 107 billion yuan in 2011, and its per capita GDP exceeds 66 thousand yuan. Its pillar industry is sports. Casual shoes And clothing - there are only more than 3000 such enterprises in Chen Dai Town, with an annual output of more than 500 million pairs of sports shoes, which account for half of the total output of sports shoes.

Minnan people's character of "fight to win" or even gambling is the beginning of Jinjiang's commercial culture. Once someone is successful, there are countless people pushing it. Jinjiang people always enjoy the brand strategy of free riding. After Anta's "success", Jinjiang and Quanzhou came out with brands such as Kang Tai, Bei Tai, Rui Ting, anti step, quality step, new step, steady step, build step, country step, Yu Tai and so on.

Call a gram (with "Nike"), a di (with Adidas), a step (follow Reebok) follow the trend of international brands are also many, in fact, "PEAK" has the "Olympic" free ride, the early 360 degree name is called "Buick", and General Motors's brand name "Buick" the same, and Naidilong, Eddie Ness (ADDNICE) and Adivon, through the edge ball, now also has a certain reputation.

Jinjiang brand likes celebrities. Similar to the "Jordan" case that attracted litigation, there are more than one enterprise registered in Jinjiang, such as "Kobe sports", "Yao Ming" and "Yi Jianlian". What is interesting is why Jinjiang brand is only a basketball star, not a football or a badminton star. The explanation of the locals is that Jinjiang people like playing basketball, and there are basketball courts in the villages.

Besides the brand name, the phenomenon of opportunistic, free riding and copycat in the field of trademark Logo can be seen everywhere.

Jinjiang enterprises have "three axes" for brands, and the first is the naming of them. The second axe is the celebrity endorsement. The earliest sports brand that asks celebrities to endorse is Anta. In 1999, Anta asked Kong Linghui to endorse the "sky high price" of 800 thousand yuan, and won the Olympic champion in second years. The market share of Anta rapidly climbed to 13.4%. Since then, Jinjiang enterprises have been heavily invited to star endorsements, such as Meck invited Fu Mingxia and Kim lake to invite Wang Nan; entertainment stars are also sought after by sports brands, Li Lang invited Chen Daoming, flying grams to invite dawn, and the birds signed Andy Lau.

The most exciting thing is the annual spring, summer and autumn and winter ordering sessions. Enterprises will invite stars to perform their own performances. Whoever asks for more stars and fame will have a "face" in the agency. At that time, Jinjiang seemed to be a movie city with stars everywhere. The stars had been competing for different places among different enterprises.

Celebrity endorsements are also risky. After separating from Hongxing Erke, hung Xing Wordenka had asked Edison Chan to endorse, and XTEP invited Twins to endorse. After the "pornographic door" incident, we had to rush to cancel the contract.

When you can't afford big stars, there are also some tricks to save money. Such as signing some unknown players or passing stars, playing the label of international stars, or simply by wearing clothes, headscarves, hitting positions and celebrations, such as "Shanzhai" Nadal, James and other stars, everything is perfect, that is, no facial features.

A brand has done an advertisement, the world's top snooker masters, Ding Junhui. The cunning of the idea is that the author knows that foreign players do not specialize in finding trouble, while the lack of "Xiao Hui" can trigger the curiosity of the audience, which is safe and effective.

The third axe of Jinjiang brand is to spend money at the expense of advertising. During the 2006 World Cup, one of every 4 Advertisements of CCTV-5 was Jinjiang brand. "Jinjiang people earn 10 yuan, dare to take out six or seven yuan to advertise." Chen Yuan Shan, deputy general manager of Xiamen source Trust Asia brand management company and Jinjiang Chen Dai Shan, told the Southern Weekend reporter.

However, most of these advertisements are plotted by enterprises or small advertising companies, most of which are not highly qualified. For example, let the protagonist in the advertisement take care of dancing in the solemn Museum, wear running shoes to chase dogs, chase planes, lift the beauty's car in the street, and then say, "what's wrong?"

"Do not despise this kind of advertisement. Consumers in the three or four tier cities do not have any idea about brands, they really buy their accounts." Chen Daishan said, "if you want to be too creative, they will not understand."

"If you have money, you can, and so can you."

Lu Yao, vice president of marketing of Quanzhou Yonggao sporting goods company, summed up the characteristics of Jinjiang businessmen as "rich people make money; you can I can; first let things happen"; he thinks that these three philosophies create a unique image of Jinjiang brand.

The first pair of sneakers in Jinjiang were made in a family workshop in early 1980s in Jinjiang, Chen Dai Town, Yang Dai village. Subsequently, the staff of the foreign trade company handed over the foreign orders to the local shoe factories, and the development of the substitute industry began.

In the late 1990s, under the leadership of Ding Zhizhong, Anta began to explore the road of independent brand. This is rather difficult, because it was a foundry for the drought and waterlogging. Ding Zhizhong is still a big brother in today's Jinjiang rich circles, though he is only 40 years old.

After the listing of Anta on the HKEx in July 2007, XTEP and 31st degree also listed on the main board of Hongkong. Their revenues in 2010 were 7 billion 400 million yuan, 4 billion 500 million yuan and 4 billion 300 million yuan respectively. They were the top three sporting goods brands in Jinjiang.

In terms of revenue, "Jordan" belongs to the Jinjiang brand moving from the second line to the first-line brand.

In the early days of Jordan's development, he was relatively low-key in his early years and rarely spent money on promotion. He did not start advertising in the last two years to push the "national brand". In the first half of 2011, Jordan's half yearly sales volume has reached over 1 billion 700 million yuan, with a profit of nearly 350 million yuan.

According to the prospectus of Jordan sports, its founder, Ding Guoxiong, opened a private shop in Beijing in early 1980s to distribute sports shoes. Since 1985, Ding Guoxiong has started operating wholesale sports shoes and has accumulated primitive capital. In 1984, Ding Guoxiong and his father, Ding old, invested 136 thousand yuan to establish Jordan sports predecessor.

According to Liu Kangjun, chairman of Derun investment consulting company, a financial consultant for many sports brand enterprises in Jinjiang, "Jordan" was originally the director of Jordan sports and Xie Changzhi's 3% share (13 million 500 thousand shares) in the prospectus. Xie is a northeastern man who fought for more than 20 years in Jinjiang. He had been deceived by the Sino Russian border trade business and owed huge debts, and then he paid off one after another. Later he joined the vice general manager of Jordan sports.

Lu Yao believes that even though the prosecution of flying Jordan is likely to delay the pace of listing of Jordan sports, but its listing is confident, "that is to lose a sum of money, Jordan sports can afford."

A latecomer for the sake of being alive

Listing is icing on the cake for Jordan, but for many small and medium sized brands that are not yet listed, Jinjiang is now the carbon in the snow. After the financial crisis in 2008, the soaring cost and the appreciation of the RMB exchange rate led to the collapse of the two or three line brand, and capital operation was put on the agenda.

Liu Kangjun said that most SMEs in Jinjiang are insolvent. They rely mostly on bank loans and private lending to support their operations. Banks are struggling to break the loan business. As far as he knows, Kobe sports and Fuji shoes have been cut off recently.

With more and more fierce competition and higher cost, many large brands have begun to transfer their capacity to inland provinces and cities, and marketing centers or headquarters have moved to Xiamen, Shanghai and other places. For example, Anta moved part of its capacity to Fuyang, Anhui, where the birds set up factories in Anhui and Wuhu, and the wolves and BELLE set up factories in Suzhou, Anhui. "The mainland provides free land for them, and also reduces income tax, and the local labor force is cheap." He said.

Small and medium-sized brands are unable to migrate and build new capacity, making it more and more difficult for them to survive. Some of them hope to start listing financing and slow down.

The predicament under cost pressure is concentrated on recruitment. In recent years, Jinjiang often has a shortage of migrant workers. The first month of the year is over, and some factories have not started yet, because the workers are still estimating which salary will be higher. Those who are financially strong will implement the minimum wage system or pay in advance for half a year or a year's work. Local people call it "buying workers". Small and medium-sized brands are simply unable to compete with them.

Therefore, seeking the listing for the latter is an expedient measure to relieve the difficulties.

At present, Jinjiang has more than 40 listed companies in the world, the largest number in the country's county-level cities, second only to Jiangyin, Jiangsu. Some of them have been transferred through listing, such as Hongxing Erke, but many companies haven't expanded their popularity since they went public, reversing the declining trend of performance, such as the "wild power" brand sports shoes and garment manufacturer listed in China in 2007, China Sports International Co., Ltd., Canada's listed Worldcape in 2009, and Hongxing Wordenka, which was listed on the Korean stock exchange in May 2009.

"A lot of small and medium-sized enterprises are listed for capital operation only. They cooperate with brokers to buy shells and sell stocks overseas, and then they will go back to the broker when they withdraw from the market." Chen Daishan said.

In order to achieve the goal of listing, some brands that successfully hit the edge ball in the age of grass have to change their faces. For example, Addie, who was founded in 2004, was listed in Malaysia in July 2009. Before the listing, the brand was renamed GERTOP, and the company changed its name to Xingquan international.

Other enterprises can not be listed on the "do not fail to go", tossing several times instead of being badly hurt. For example, Kobe sports (KOBE, formerly known as super sports), for listing in the United States, in 2008, the name of Hengfeng in the OTC market (OTCBB) listing, but has not been transferred to the board.

Another Jinjiang brand that asked Jay Chou to endorse was investigated and accountable by the HKEx for making false accounts during the reporting period.

Some enterprises in Jinjiang are making false reports on the market, but they dare not go too far. For example, "Anta's profit margin is 18%, we can do 15%", because once the listing fails, it is necessary to pay taxes according to the false performance, which will add to the worsening performance.

"The sports brand in Jinjiang is now working very hard, and it is becoming more and more difficult." In the past more than 20 years, Liu Kangjun has witnessed the change of the brand name of Jinjiang City, the collective rise and the hard times at the moment. In his view, the current situation makes heroes. The first generation of entrepreneurs in Jinjiang are aggressive, but the cultural level is generally not high (most of them graduated from high school). They grow savagely and create a world. After the retirement of this generation, "the new generation of competition still needs to be dealt with according to the rules".