Jinjiang Sports Shoes Enterprises Are Accustomed To "Sports Stars + Advertising Bombing".

In fact, apart from

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 addition to "Lining", China's ten major sports shoes and clothing brands are basically produced in Jinjiang.

Listing Army

There are 12 listed footwear companies in Jinjiang.

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

The rise of the "Jinjiang Department" is closely related to Nike.

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 owners now work in Nike factories."

Liu Shutong, who has been in the industry for ten years, told reporters that when Nike moved the factory out of Chen Dai Town, a group of shoemaking technical workers left behind, and then shoes enterprises springing up everywhere in Jinjiang.

At first, these shoe factories unified.

The turning point occurred in the mid 90s of last century, and a large number of OEM enterprises successfully pformed from OEM to independent brand enterprises.

Anta, which originally founded its own brand, is now Lining's biggest competitor in the country.

Nowadays, listing is also a swarm of bees.

At present, there are 12 shoes in 32 listed companies in Jinjiang, including familiar Anta, XTEP, PEAK and so on. The large amount of funds raised by the listing has provided strong support for these enterprises' capital strength, so as to maintain these brands' huge investment in terminal channel expansion, advertising investment and event support, and also give the local sports brands the strength to compete with international brands.

In recent years, in the two or three line market, the threat posed by the "Jinjiang Department" to the first army led by Nike and Adidas is obvious.

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

Licensing movement

Rely on "sports stars + advertising bombing"

The "Jinjiang Department" campaign brand was originally built by imitation. Nike's once proud air cushion shoes soon became a strong push for the "Jinjiang Department" sports brand.

In Jinjiang, the "Ke" generation is very few. The predecessor of the 361 degree is Buick (Fujian) Shoes Co., Ltd., and PEAK, Meck and Hongxing Erke.

By virtue of "

Nowadays, the advertising bombing of the "Jinjiang Department" still exists, but the differentiation has begun to emerge. Some brand advertisements begin to emphasize the core value and spiritual appeal of the brand, while the blind pursuit of international brands on the product has become a fanatical pursuit of R & D, and the large-scale increase of R & D expenses has become a major event for every Jinjiang sports brand enterprise after listing and financing.