The "Killer" Of The Rise Of Jinjiang Sports Brand

The "secret" of the rise of the "Jinjiang series" brand seems to be well known: engaging stars to endorse, sponsoring major sporting events and smashing up money to advertise on CCTV sports channel (dubbed "Jinjiang channel").

In fact,

It was only after signing the table tennis champion Kong Linghui in 1999 that he became familiar with the market.

After signing up for more than 10 NBA stars such as Javier Maggie, and sponsoring some NBA events, he established the dominant position of domestic basketball shoes.

XTEP was popular for asking Nicholas Tse to endorse a red hot fire shoe.

For a long time, Jinjiang

Enterprises have been used to closely integrate marketing and sports events.

For example, Anta sponsored the Chinese Basketball League CBA, XTEP sponsored the Xiamen International Marathon, PEAK sponsored the NBA and so on.

According to the latest data provided by the Jinjiang municipal government, there are more than 70 movie and sports stars hired by the shoe business in the city, and the annual advertising cost is nearly 1 billion yuan.

Among them, the cost of brand marketing of Anta alone increased from 10 million yuan in 2000 to 1 billion in 2010.

The cost of marketing has been greatly increased by a substantial increase in turnover. Anta's turnover from 200 million yuan in 2001 to nearly 9 billion yuan in 2011.

"The biggest difference between Dongguan and Jinjiang is that they can't get their own brand products!" Fan Hong, director of the city brand research office of Tsinghua University in Dongguan, China, was invited to Jinjiang in April 20th to make a keynote speech at Jinjiang lecture hall, the development of urban brand and cultural industry. "Jinjiang has produced many products that call names."

Indeed, at the beginning of the brand creation, Jinjiang shoe enterprises paid a lot of money to smash the ads by winning the higher brand awareness and market rate.

But spending money on advertising is only one aspect of the success of Jinjiang's brand.

In the industry, the key weapon for the rise of the "Jinjiang system" lies in its commitment to R & D efforts, understanding of capital operation, and mastery of market channels and supply chains.

In 2004, Anta began sponsoring CBA.

At that time, many athletes would rather be fined than wearing Anta shoes for fear of quality problems.

Shame and courage.

In 2005, Anta spent 30 million yuan to set up the first sports science laboratory in China.

"A pair of shoes has 47 patents.

Sole sole material shock absorption research and development, has lasted for 8 years, has experienced 7 big technical improvements.

Xu Yang, chief designer of Anta Sports Products Limited brand, told people net reporter that in the past 21 years, Anta's R & D design fees have increased by nearly 200 times from 2 million in 1991 to 4 hundred million per year in annual revenue, and "by products of technology in recent years, our products have been able to meet the needs of the world's top athletes in the top sports events. Kevin Garnett was the spokesman of Nike first, and then passed ADI's shoes, and finally chose Anta!"

It is understood that at present, the footwear industry in Jinjiang controls over 2000 core technologies and 189 patents.

However, shoe companies are still not satisfied with this.

At this shoe fair, Jinjiang shoe enterprises have signed 5 new technology innovation projects, with a total investment of 2 billion 70 million yuan.

The direct effect of core technology is that the price of "PEAK", "XTEP" and "Hongxing Erke" are 1 times higher than the average price of each pair of shoes, and the highest unit price is 39 dollars.

At present, the footwear industry in the city has 15 listed companies. In 2011, 2 tax giants who paid more than 600 million yuan in taxes were sprung up in Anta and 361 degrees.

Li Hongjie, deputy director of the Fujian Provincial People's government and vice president of the Academy of Social Sciences, said: "from the successful experience of Anta and 361 degree, capital operation plays a very important role.

After raising funds through the capital market, enterprises can quickly expand and strengthen by expanding production or merging other enterprises.

In terms of market channel and supply chain control, the "Jinjiang Department" sports brand also has comparative advantages.

In 2011, Jinjiang has 3016 footwear manufacturers. The city has formed a coordinated production team of shoe machine, shoe material, leather, footwear chemical industry, shoes and finished products.

Among them, Chen Dai has only attracted more than 600 shoe and shoe machine enterprises at home and abroad, and the annual turnover exceeds 20 billion yuan.

"Get access to the world and get profits from the supply chain."

Zeng min, the head of the Hongxing Erke electric business who has been engaged in shoe sales for many years, has interpreted the development of the "Jinjiang Department" from another side.

Earlier, Su Shulin, governor of Fujian Province, held a symposium on private economy in Jinjiang last year, praising Jinjiang entrepreneurs for recognizing "celestial phenomena". They have keen market insight and long-term vision. They will see "Feng Shui" and see and play their own advantages to make their own industries bigger. They dare to take the "night road", dare to take risks, take the courage to play the role, be good at exploration and be invincible, dare to rush into the "torrent", dare to speak at the crucial time, and fight hard to win.

In a sense, the summing up of "Jinjiang experience" by Governor Su Lin is actually a summary of the success of Jinjiang shoe industry.

In fact, in addition to its own efforts, the rise of the Jinjiang sports brand is also an invisible hand - the annual Shoe Fair is pushing forward.

During the shoe fair, which ended in April 22nd, it reached a turnover of 11 billion 860 million yuan, an increase of 18.2%.

It is no exaggeration to say that the shoe Fair has become a booster for the development of the footwear industry in Jinjiang.