A Review Of The Experience Of Jinjiang Local Sports Brands

For a long time, Jinjiang sports brand has been focused on CCTV's five sets of advertising, and people have dubbed it "Jinjiang channel". The official statistics from Jinjiang show that since 2004, the advertising fees of Jinjiang sports brands in CCTV and provincial satellite TV have exceeded 6 billion 500 million yuan.

This imitation ability is also reflected in the fact that you have Nike, I have PEAK, Buick (31st degree predecessor), Hongxing Erke, Meck, and flying; you have Reebok, I have XTEP; you are called Anta, my name is Kang Ta, Ruitai, anti step, new step, steady step, build step...

Imitation leads to serious homogenization.

Almost the same pace brings serious homogenization. This is also the main reason why local sports brands have been challenged by inventory pressure in recent years.

"In Jinjiang, no one can tell which brand is the product as long as the LOGO of the sports shoes is removed. Everyone is following Nike, Adidas and so on. Brand China Industry Alliance Secretary of Quanzhou workstation, Quanzhou Zhuo Yong (Heng Li) Trading Co., Ltd. Marketing Manager Zhu Jinjun recently told the Shenzhen Commercial Daily reporter.

"In my view, the rise of China's local sports brands is indeed a very good time, and this is also due to the huge potential of the Chinese market in this area and the continuous growth of the economy. These entrepreneurs in Jinjiang really seize this opportunity. But in the future, how to go? From the present point of view, homogenization is very serious. Zhu Chenye, vice president of the 360 degree brand business center, said this in an interview with reporters.

And Anta sports brand chief responsible for Xu Yang believes that "it is ridiculous to question the sports footwear industry in Jinjiang." He said, "for local sports brands, except Lining, basically born in Jinjiang. It can be said that without the sports industry in Jinjiang, there will be no Chinese sports today.

Xu Yang did not deny that these sports brands in Jinjiang were imitated at the very beginning, "LOGO is just different, even LOGO is very similar". But he thinks, "you should see that these enterprises in Jinjiang have changed slowly. After all these years of development, we all have different emphasis and different roads. In this way, the sports industry in Jinjiang will become a flourishing situation with different strengths. Some go to fashion, some are professional, some are comprehensive, and some are special. For example, Anta and 31st degree walk are comprehensive sports brands, XTEP has some specialties in fashion and so on, PEAK is very professional in basketball shoes.

Sports brands have increased R & D investment.

On the fourteenth China (Jinjiang) International Footwear exposition held in from April 19th to 22nd, reporters also saw some changes in local sports brands.

At this shoe fair, Anta moved a science and Technology Museum to the exhibition platform, showing Anta's latest cutting-edge technology in sports shoes.

Xu Yang told reporters that different from the past will show a lot of sportswear, Anta this technology innovation as the theme of this shoe fair. "The display of scientific and technological innovation, as Anta's sports shoes, should be the most important and the most important thing." He said, actually, this exhibition is not the most professional sports shoes, but it must be "the most professional civilian product". Xu Yang, for example, for example, Anta's Q2 running shoes, which just appeared in April this year, has little price difference with international high-end brands, and the selling rate is very high. "On the one hand, our brand value has improved, and on the other hand, our technological innovation has been recognized.