The Rise Of China'S Local Brands Challenges Famous Foreign Brands.

The two Jordan lawsuit is still hanging in the air.

Reporters interviewed found that they did not want to be interviewed by the media.

In March 16th, there were not many customers in blue island mansion in Tongzhou during the non weekend period. In the four tier of sports brand, Jordan's sports specialty store's striking discount mark was particularly prominent. Even the newly listed new sports, Jordan sports also posted a 20 percent off price tag.

The consumer is obviously not very resistant to the discount. The reporter observed that a female customer bought the tried pants in ten minutes.

When reporters asked about the relationship between Jordan sports and the "flying man" Jordan, the guide said that there was no relationship between them, and affirmed that Jordan was registered in the country.

Since the second intermediate people's Court of Shanghai accepted the case, Jordan's sports and "fly" Jordan's mouth wars have been temporarily suspended.

Last Friday, Jordan, director of sports and public relations, told the Beijing Morning Post reporter that in early March, Jordan sports received a notice of response from the second middle court of Shanghai, and was actively preparing to respond. However, the person in charge was unwilling to talk about any details of the lawsuit. "The lawyer's advice is not to accept any media interview before the lawsuit comes to an end."

What kind of impact will this lawsuit bring to Jordan's sports? There are reports that Jordan sports may face tens of millions of claims.

More people in the legal profession believe that the possibility of reconciliation between the two sides is relatively large. From a legal point of view, Jordan's sports behavior does not seem to constitute a tort of name right, most of which is suspected of being a celebrity or a free rider. It can only be regarded as an act without commercial morality.

Anyway, in A shares

From a daily necessities factory to a quasi listed company with an annual sales volume of nearly 3 billion yuan, Jordan's sports business has benefited from Yu Jinjiang's unique business model. In Jinjiang, a county-level city with a population of not more than 2 million in southern Fujian, Anta, XTEP and other sporting goods listed companies and quasi listed companies have been gathered.

In fact, apart from Lining, almost all the domestic sports brands named by consumers in China come from Jinjiang, Quanzhou, Fujian. These sports shoes dealers who rely on Shanzhai to sell their homes and hold high the countryside to encircle the city are called the title of "Jinjiang Department".

The listing of Jordan sports is only a microcosm of the "Jinjiang Department" capital operation. Before Jordan's sports, sports brands including Anta, XTEP and 361 degrees had already launched a vigorous listing campaign. This has also created a unique landscape of county-level cities with nearly forty listed companies.

In the land of sociologist Fei Xiaotong called "Jinjiang model", the army of private enterprises pformed by farmers is turning to be a capital maker.

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"These Chinese brands may not sound familiar or even weird. But the reality is that the little fish begin to eat big fish."

"The rise of China's local consumer brands has challenged the famous foreign brands, which has become a milestone in China's industrial development."

The British media once described the brand of Chinese local shoes and clothing represented by the "Jinjiang Department". "These Chinese brands may not sound familiar or even weird.

But the reality is that the natural law is reversed, and the little fish begin to eat big fish.

To create this miracle is precisely a group of Fujian businessmen who believe in "love to fight and win". After completing the magnificent turn from family workshops to listed companies, they set up a capital express to make the "Jinjiang Department" bigger and stronger. Besides "Lining", the ten major sports shoes and clothing brands in China are produced in Jinjiang.

"They are generally not very educated, but they are very hard-working". Liu Shutong, who has been in the industry for ten years, described the "Jinjiang Department" with high value to reporters.

Listing Army

"In the two or three tier market, the threat posed by Jinjiang department to Nike and Adidas is obvious."

The rise of "Jinjiang Department"

In the late 70s of last century, Nike set up a shoe factory for processing in Jinjiang, Chen Dai town.

"Many of the shoe factory bosses are working in the Nike factory," Liu Shutong told reporters. When Nike moved the factory out of Chen Dai Town, a group of shoemaker workers stayed behind, and then shoes enterprises springing up everywhere in Jinjiang.

At first, these shoe factories unified the route of OEM, that is, foundry production.

Relying on the advantages of overseas Chinese, these enterprises have continuously obtained orders from all over the world. This has become the only way for many famous brands to complete their original accumulation. "At that time, they could earn 10 yuan to 15 yuan for processing a pair of shoes abroad."

The turning point took place in the mid 90s of last century. A large number of OEM enterprises were successfully pformed from OEM to independent brand enterprises, and by these means, such as idol endorsement, advertising bombing, sports sponsorship and store operation, these family workshops became a well-known brand of Chinese.

Anta was the first to create its own brand. The most widely circulated version is Anta's chairman Ding Zhizhong's entrepreneurial story.

In 1987, Ding Zhizhong, who was only 17 years old, received 10 thousand yuan from his father's hand and 600 pairs of shoes bought from various shoe making workshops in Jinjiang's Chen Dai town. He went up to Beijing to start selling shoes.

5 years later, Ding Zhizhong returned to Jinjiang and co founded Anta with his father and brother.

Today, Anta has become Lining's biggest competitor in the country, and Ding Zhizhong has become the "70 after".

In Liu Shutong's view, the brutal growth of the "Jinjiang Department" is extremely vigorous. These enterprises maintain an astonishing pace in sports star endorsement, product development, sponsorship of sports events, operation of franchised stores and construction of industrial parks.

Nowadays, listing is also a swarm of bees.

At present, there are 12 shoes in 32 listed companies in Jinjiang, including Anta, XTEP, PEAK and so on. The large amount of funds raised by the listing has provided strong support to these enterprises, and has continued to maintain the huge investment of these brands in terminal channel expansion, advertising investment and event sponsorship. It has also given the local sports brands the strength to contend with international brands. In recent years, the threat brought by the "Jinjiang Department" to Nike and Adidas first army in the two or three line market is obvious.

Lining, once a "native brother", though he still has the advantage of turnover, has been overtaken by Anta on net profit.