Marketing Legend Of Sporting Goods In Jinjiang

Today, the size of China's sporting goods market is more than 100 billion yuan.

The market share of the system is more than 60%.

In the 20 year, behind the legend of the founding fathers who believe in the "love to fight and win", the more wonderful ones are those who have come to believe in the "teach you to win and I will win" in different periods.

Guanyin Mountain -- Jinjiang marketing people

Passing through the long Xiangan tunnel, it is easy for people to have an illusion of time running.

The starting point of our trip is Chen Dai Town, a place where Jinjiang sports brand gets together. The destination is Guanyin Mountain - a new modern business district on Xiamen Island, where Jinjiang sports brands go together.

Chen Dai town to Guanyin Mountain is more than 1 hours drive, but this road Jinjiang.

But they walked for 20 years.

In the past 20 years, the outside world is most familiar with the business legend of Ding's boss.

However, behind the boss, who helped the wilderness come from the rustic and banditry, they made the brand step by step?

The Guanyin Mountain Wind and rain record is a mass of Jinjiang brands scattered and scattered, and also the gains and losses of several generations of marketers.

To some extent, this is a valuable methodology for the rise of Chinese brands.

The same beach

From the 25 floor of the window, Xiamen Guanyin Mountain beach, is the yacht villas group of orange roofs, farther away is boundless sea, and clearly visible small Jinmen island.

This is

Song Jianhong, vice president, is located in the office of Guanyin Mountain business district.

"Open door to see gold", the southern Fujian people who are keen on Feng Shui said that Guanyin Mountain is a treasure land.

Indeed, such a view of the sea can easily arouse people's inner desire to conquer.

In 2009, the Xiamen municipal government used a series of preferential fiscal policies to attract a large number of Quanzhou shoe and clothing enterprises to move the marketing center.

Compared with Quanzhou, the traffic is more convenient here, and the second is better environment, which is conducive to attracting talents and enhancing brand.

Song Jianhong is a witness in the tide of relocation.

A year ago, he came to XTEP from Unilever, Shanghai. The first problem is to adapt to the pformation from foreign enterprises to private enterprises.

"In the past, team decisions were made, and a group of people agreed.

This side only needs leadership clash. If convening a team to discuss, it will lose prestige.

Like the Song Dynasty, the ambitious tiger sees this beach and why the vice president of del Hui in the neighboring buildings is suffering. Why is it in the thirteenth year of del Hui this year?

From the intergenerational division of sports marketers in Jinjiang, Song Jianhong and why he represents two different times converging.

13 years ago in Jinjiang, XTEP was also called "Sanxing"; 361 degree was also called "Buick"; the most popular shoe enterprise was not Anta but Kang Tai.

At that time, the Jinjiang department was far from a climate, and the main business of every household was shoemaking, and its scale was only two or three billion.

Interestingly, bosses do business mainly on the weather forecast. "For example, if we see the weather forecast today, it will snow in the northeast, and we will send out a batch of cotton shoes tomorrow.

In the end, he even made a lot of money.

But this extensive mode of business is not a permanent solution. At that time, a desire for brand was rolled up in the bosses of Jinjiang bosses.

"The bosses are very honest, they don't know a lot about marketing, but when they have a little money, they want to do it, so they start digging around."

At this node, Ding Shizhong, the boss of Anta, went to Beijing. Ding Shuibo, the boss of XTEP, began to take over. Why did she come from Lining of Beijing to Jinjiang?

In the small town of Chen Dai, a group of northerners who could not understand Minnan dialect had been dubbed "south down" in the circle.

The "south down" marketing people helped Jinjiang Gang open up the era of "brand promotion and channel expansion".

Three swordsman's past

When it comes to sports brand marketers in Jinjiang, it is impossible to bypass the name "Ye Quan".

In 1996, Ye Shuangquan, a customer manager at Quanzhou wolf market marketing consulting company, contacted a very important client, Anta boss Ding Shizhong.

At that time, the Jinjiang shoe enterprises cluster still relied on making OEM for foreign brands. By playing the market in Beijing, Ding Shizhong saw the space in the domestic market and sprouted the desire to build brand.

Finally, he found Wolf Road for Anta's image design, and then met Ye double.

"He has a baby face and often comes to our company's lectures."

Most of the early brand awareness of Jinjiang bosses were sprouting up in such a way.

Ye Shuang Quan Ding Shizhong introduced Nike, Adidas and other foreign sports brands "star endorsement to enhance awareness, and then roll out the channel" strategic mode, which gave great inspiration.

Two years later, Ding Shizhong invited Ye double to join Anta.

At that time, Anta had aimed at three candidate spokesmen Kong Linghui, Zhao Wei and the flower band.

Who should be elected? Ye believes that Anta is a sports brand after all. It should pass on the professionalism of the product to the consumers and the sportsmanship of the sportsmen. This angle can only be carried by the athletes.

So, under the pressure of tremendous pressure, Ding Shizhong invited Kong Linghui to be the spokesperson at the price of four years and 800 thousand yuan, and at the cost of producing more than a half of the annual profits, he put the advertisement of "I choose, I like" on the CCTV sports channel.

Anta is booming. In 2000, its sales volume reached 300 million yuan, a 6 fold increase over 1997. This campaign not only opened the way for Jinjiang sports brand, but also became a classic case of Chinese sports brand and even the whole marketing circle.

The whole Jinjiang was one of the shocks, and the bosses who were unwilling to lag behind each other immediately followed suit by Anta.

Del Hui has come to soccer player Su Maozhen, and gold lake has invited table tennis champion Wang Nan. He has asked Cai Zhenhua to come out.

"Jinjiang people are more united, and they like to imitate each other. As soon as the CCTV advertisement is launched, they immediately tighten their belts and keep up with them.

Over time, CCTV sports channel was captured and called Chen Dai channel. "

Competing to imitate quickly let Chen Dai town into homogenization competition, the owners began to find a way out.

In 2000, Ding Mingliang, the boss of del Hui, dug up the propaganda director of the original Li Ning Co. Why did XTEP boss Ding Shuibo invite him to be the Wang Liyu of management consultation?

There are new changes in the pattern of Chen Dai town.

Why not think about it? Why bother to think about it? For sports, different groups of people should have different understanding. Not everyone who participates in sports is eager to be higher, faster and stronger. There are a large number of participants in the domestic light sports. Sports are a fashionable way of entertainment for them.

In fact, the main target customers of Jinjiang sports brands are these dynamic and fashionable young people.

Along this line of thought, del Hui took the lead in entertainment marketing.

In November 2000, why did you invite Nicky Wu to speak for del Hui and cut half the volume of CCTV sports channel and pfer to six local TV programs such as Hunan satellite TV.

Great minds think alike. Just a month later, Wang Liyu, deputy general manager of XTEP, also played the "entertainment" card to the extreme.

At the end of 2000, he signed the popular Nicholas Tse with the price of 4 million 700 thousand yuan per year. Its main I fire shoes were sold for 1 million 200 thousand years in second years, setting a record for the sale of single shoe products in China.

At the beginning of the brand awareness of the Jinjiang bosses, Ye Shuangquan, Wang Liyu and so on, the first generation of marketing people in Jinjiang, almost became the right hand of the bosses.

Why do they eat and live with Ding Mingliang in the factory of del Hui? Ye Bi runs the market with Ding Shi Zhong, sometimes even on a bed and talks late into the night. Wang Liyu plays the role of XTEP CEO.

Chai Tai town is so large, Ye Shuangquan, why and Wang Liyu are all the "second in command" of each company, and a small circle of friends who are rivals and friends soon formed.

Why is it that when the first thing arrives, del Hui will open the order meeting, and the Anta will drive the sales promotion to the maximum, so that we can't hear clearly.

When Anta orders, why bother to prepare large audio and tweeter for tit for tat, and finally to burn out the sound.

After all, why do you know that the people who are in trouble on Anta are known as ye Quan.

Two people do not know whether to fight or not, plus Wang Liyu, because of their disposition, three people soon became friends and often had a drink and chat together.

Later, why did you pay me every time you saw each other?

In order to avoid homogenization and out of this relationship, we all try to avoid in the specific operation. For example, knowing Wang Liyu voted the entertainment spot, why bother putting the advertisement on the music list.

Wang Liyu, who signed Nicholas Tse, used to "irritation" for a long time: "please be the most popular star."

Unexpectedly, second years, why bother to invite the most popular Jay Chou for two years about 10000000 yuan price.

To date, these two stars have become the pronoun of these two Jinjiang brands.

In that sprouting era that can change the pattern by a single idea, the individual role of marketing professional managers is infinitely magnified, and the three marketers who became famous after World War I were once known as "three swordsmen" by the outside world.

Systematic marketing era

In 2002, I heard that a wholesale market in Changzhi, Shanxi had Anta's agent outlets, and Ding Shizhong and Ye Shuangquan rushed to investigate in the field.

At the scene, the two men were dumb.

In the middle of a piece of vegetable market, Anta shoes are peddled on a broken wooden shelf.

"We didn't even know who sold the shoes at last."

Under Ye Shuangquan's suggestion, Ding Shizhong decided to turn the sales outlets of the agents into exclusive stores.

Anta first set up 35 branches directly responsible to the company in various locality, and each branch opened its own stores in accordance with the standards in the important business district of the local branch, as the image shop of Anta, to radiate the surrounding areas, and to attract the powerful retailers to join the store system.

"Where the Anta is, the other Jinjiang brands will follow."

As a result, a huge movement of channels has gradually spread.

In this process, a single shot and a red strategy are no longer effective, and channel expansion has raised higher requirements for brand pulling power. The second batch of professional marketers should be pported.

When he came to Anta from Jingxin advertising in 2006, Xu Yang also held the advertising man's thinking mode, and thought that an advertisement would play a great role in the success or failure of an enterprise.

The classic advertisement of Anta's "let the world's injustice lie before you" in the Doha Asian Games is the work that he used to do when he worked in Jingxin advertising.

Over the years, Xu's idea has changed completely. "The operation system of the company is gradually forming. A single idea or advertisement is only a small part of the whole system."

In 2007, he flew to the United States carrying two boxes of Anta shoes. When he found Bill, the famous designer of sports shoes hired by Anta, and found NBA stars Francis and Scola, the other side did not believe that a Chinese company could produce basketball shoes that meet the NBA standard.

He explained to two stars that this is the sneakers that CBA used to play in your position in the past three years, and let the other side try it.

After numerous improvements to the design of the shoes, the two stars finally put Anta shoes on the NBA arena.

"Without the accumulation of CBA in the first three years, without a sports lab being built step by step, will the NBA star choose to endorse us?" the upward process of the brand is like climbing a mountain, and a few steps may start out at the very beginning, but the higher it takes, the more step by step it will accumulate.

For example, at the 2008 Beijing Olympic Games, Adidas became a partner of the Chinese Olympic Committee. At that time, Anta was not enough to compete with the international giants.

But during the Beijing Olympics, Xu Yang rented an apartment in Beijing with a team of seven people to prepare the bidding documents for the Olympic Games in China during the 2012 Olympic Games.

On the day of the tendering, at the door of the equipment management center of the General Administration of sports, Xu Yang saw that many tycoons such as Nike, Adidas, Lining, Puma and so on had come to the bidding document of a thick car.

"Without the experience of sponsoring Chinese basketball, volleyball and table tennis matches from 2003 to 2008, the Chinese Olympic Committee will not give Anta the chance."

Today, the three directors of the company are managing sports resources, advertising and terminal display three businesses respectively, achieving the integration of brand promotion and dissemination.

Also in 2006, Ling Jun came from Lining to 361 degrees.

At that time, Lining was regarded as an aircraft carrier in the local brand, but the bloated interior talent provided an opportunity for the Jinjiang brand to strive for excellence.

"Jinjiang companies to dig for Lining, usually pay 40% higher salary, more importantly, Jinjiang has formed two outbreak platform."

According to the two routes of "professionalization" and "entertainment" out of the original "three swordsmen", Jinjiang in 2006 has been divided into two camps: specialization represented by Anta and 361 degrees, and entertainment represented by XTEP, del Hui and noble birds.

Ling Jun's problem is how to divide another cake between the international brand and Lining and Anta. An interesting detail is that Lining took the sponsorship qualification of the Chinese badminton team from 361 degrees, while 361 degrees took the sponsorship of the CCTV sports channel's owner's clothing sponsorship from 361 degrees.

But in fact, the biggest opponent of Ling Jun is not Lining and Anta, but XTEP who wants to strengthen the professional line.

In 2010, the Guangzhou Asian Games, Ezi, who was aiming at sponsorship of the tournament, was informed that XTEP's vice president, led by the team, was trying to get the cake, which invested more manpower and material resources than 361 degrees.

He immediately communicated with the organizing committee, emphasizing the 361 degree experience in organizing competitions.

"Such a large event is the first time for a host city, but the organizing committee is unwilling to admit that it lacks experience. If we can provide professional experience for the organizing committee, such as which conferences must be bigger and what panels should be hung, the chances of winning the bid will be greatly improved."

In the end, 361 degrees became a senior partner of the Guangzhou Asian Games.

The new node of floating and sinking

Since 2000, the Jinjiang gang has invested more than ten billion yuan in CCTV and local satellite TV only.

Rush to smash ads, ask a consulting company, swarm into the market.

Of course, the pain is also a swarm.

In the 2012 London Olympic year, reports of serious backlog, slow growth in stores and slower growth in performance of Jinjiang gang are common.

The market has really changed.

Song Jianhong, vice president of XTEP, recently read a book entitled "after 90", whose motivation stems from Nike's success.

At the same time, Nike said "Justdoit" to the "Beat Generation" of the United States, while encouraging young people in the United States, it quickly spread the brand.

Now China's 90s are entering the society, the opportunities for entrepreneurship are small, and the work is hard to find. Houses can not afford to buy in their whole life.

Song Jianhong has been thinking, what should XTEP say to the helpless young people?

For this group of Jinjiang consumption main force, the first generation of marketing people Ye Shuangquan found that due to school sports education problems, fewer and fewer post-90s sports.

He is deeply concerned about the future of the market.

As the third generation of marketing people, Song Jianhong, who came from foreign enterprises, believed in the Market Research Report: people aged 18 to 22 had a 10% more exercise every day than those aged 23 to 25.

He has passed the adjustment period from foreign enterprises to private enterprises.

"Fortunately, I can drink.

Colleagues here often organize meals, sing songs, drink a few cups, and drink to be unconscious.

There are two things in mind in the nearby building: one is the listing process of del Hui, and the other is how to make up the lessons that Del Hui has dropped out of the two.

In 2006, when other brands were expanding in a crazy way, the boss Ding Mingliang and he made a decision.

However, the expansion of the Chinese market is often irrational.

Nowadays, the Jinjiang gang has moved the marketing center from the old town of Chen Dai from the dusty street to the Guanyin Mountain facing the sea. In the towering modern office buildings, the third generation of marketers who have gone through the elitist education and speak from time to time have jumped out of English.

In those days, the three swordsmen in Chen Dai town had long been history.

After many companies have been pferred to Wang Liyu, he is now acting as a foreign brand to start a new business. Ye has also been to PEAK as a special assistant to the boss.

Light seems to be no longer belong to them, but experienced such a life of ups and downs, in order to understand some of the reasons.

At the beginning of 2012, Jordan sports (micro-blog) next to del Hui exposed the "infringement incident". Why should he convene a meeting to announce that he was not allowed to gloat over and spread negative remarks about Jordan's sports.

"At first, they only wanted to sell more than a few pairs of shoes, took the name, and then made a solid way to make the brand bigger.

Is it Jordan who sells the products of Jordan?

Rivers and lakes are high and fast.

After professional training, it is impossible for the future generation to have such a strong feeling of enjoying wine with rivals.

They must tighten their nerves and face the possibility of shooting at any time.

In May 2012, it was stipulated that after the establishment of the Chinese delegation of the London Olympics, Xu Yang, who was able to release the new Olympic costume, received a stunning news: the design elements of Anta's new Olympic shirt and the crash of Anta are all dragons.

But Lining had plenty of time to release it in advance, so that Anta, who could only wait for the rules, became a poor successor.

In a hurry, Xu Yang cleverly planned a side ball. At the May 17th sports fair, Ding Shizhong released the theme of Anta's "champion dragon suit".

20 days later, Lining released the same "dragon scale" competition suit with dragon theme.

The dark warfare in the circle is staged every day.

Although not a partner of the Chinese Olympic Committee, 361 degree has also set up a pyramid style London Olympic brand plan: the spire is a gold medal swimmer Sun Yang, in the middle is the Chinese Cycling Team and the women's hockey team's match suit, the bottom is North Korea, Croatia and Belarus's outfit.

XTEP also signed the sprinter Gatlin and popular actress Lunmei Kwai, while consolidating their entertainment routes, they entered professional routes.

The history of sports brand in Jinjiang, the storm over Guanyin Mountain, and new nodes.