Anta'S Seven Wolves And Other Clothing Brand Birthplace: Jinjiang: Strive To Build An International Brand

Of the more than 600 cities in China, Jinjiang, which is roughly the same size as Singapore, is just a three tier city that is not known to people outside Fujian.

But it's world sports.

Among the producers, the number of Listed Companies in the county-level cities in mainland China is the highest.

It has a grand goal: to create a number of international brands.

"We already have 126 brands of" Guo Zi ", ranking first in the country's county-level cities, and these brands are also very popular throughout the country," said Liu Wenru, mayor of Jinjiang.

"But they still have a big gap from international brands."

In an exclusive interview, Mayor Liu said that Jinjiang people love to fight hard to win, and Jinjiang has a solid industrial foundation. In the coming period, efforts will be made to achieve it through mergers and acquisitions.

Internationalization.

Jinjiang has 47 enterprises to set up business organizations overseas, and more than 30 brand stores and direct selling stores are located in large and medium-sized cities in China.

"But the acquisition (international famous clothing brand) is the most effective way to go out and expand the international market share at this stage," Liu said.

For example, China's food share in the international market is not large.

"Especially in North America, you can hardly see food produced in China in the market," Liu said recently.

"Some food companies in Jinjiang are talking about acquisitions of milk powder enterprises with Australia, New Zealand and even some South American countries. This may be a breakthrough for Chinese food enterprises to go out."

Liu Wenru, mayor of Jinjiang

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The mayor said that Jinjiang has issued a special policy to guide enterprises to participate in the acquisition of internationally famous clothing brands.

Jinjiang is about 3 hours' drive from Fuzhou, capital of Fujian province. It is one of the most developed areas in China's private enterprises.

Since the establishment of the first private enterprise in Jinjiang in March 1979, the city with more than 100 local registered population has started the "three idle" (idler, idle money and spare room) and founded more than 16 thousand private enterprises.

Jinjiang overseas Chinese, Taiwan, Hong Kong and Macao compatriots have a total of about 2000000, covering 58 countries and regions in the world.

Jinjiang's enterprises include Anta, XTEP, 31st degree, and China's largest health products manufacturer, Heng An, a leader in sports shoes and clothing production.

Thanks to their perseverance and enterprising spirit, Jinjiang businessmen have created many "out of thin air" things: from cheap slippers to high-end sports shoes, from famous brands to well-known brands all over the country.

This small city tourism sports shoes account for almost half of the annual output of the world's sports shoes and 1/5 of the world's sports shoes.

Official statistics show that the annual output of Jinjiang jacket and the annual output of candy also account for 20% of the whole world and the whole country.

"Which economist did 20 years ago dare to predict that China's total economic volume could be ranked second in the world today? Similarly, who can say that Jinjiang can't develop our international brand in 5 to 10 years?"

He said that Jinjiang entrepreneurs are very enthusiastic about "going out" and building brands.

Shi Mei Mei, general manager of Dali Garment Technology Co., Ltd., said that the company has 3000 employees, and has been working for seven wolves and several other garment companies over the past 12 years.

Now, the company is trying to build its own brand K&T.

Shi said she sent her son and daughter to Singapore to learn finance and design, so as to make family businesses more prosperous and one day to start the company's brand.

In 2011, seven wolves bought the Hangzhou Kenna, the business agent of luxury goods in mainland China. In 2009, Anta purchased Philippine with more than 300 million 5 thousand and 7 million yuan.

Last year, despite the global recession,

The turnover is still up to 8 billion 900 million yuan, an increase of 20.2% over the previous year, partly thanks to the acquisition.

Ding Shizhong, President of Anta, who visited North America with Liu mayor, admitted that Anta, as the leader of Chinese sportswear, had a big gap in sales compared with Nike, the industry leader.

According to Mayor Liu, Nike earned 24 billion 100 million dollars in the 2012 fiscal year, far exceeding the total annual income of all sports apparel enterprises in Jinjiang.

"Why is Nike successful? The key is brand awareness," Ding Zong said on his inspection tour.

In fact, Nike also OEM in China. Nike has some foundry industries with far less industrial foundation than China.

"If Anta wants to become a brand known by the whole world, we will not make money in 35 years and go out," Mayor Liu told Ding Zong.

Mayor Liu said the United States is the focus of Jinjiang enterprises' "going global".

"The United States is a mark of the world market. If we can successfully open up the US market, we will leveraging the global market."

Liu said that officials or entrepreneurs he met in New York said they only knew about Anta and knew little about other Jinjiang brands.

The reason is that Anta has sponsored NBA.

But they attach great importance to the cooperation with Jinjiang.

The mayor said that he should deal directly with foreigners when he went abroad.

During his visit to the United States, the mayor even discussed sister city relations with Broolyn, New York, to promote economic and trade cooperation between the two sides.

He said that Jinjiang has set up policy support for enterprises to set up marketing or R & D, creativity and design institutions overseas.

According to earlier media reports, many enterprises in Jinjiang have taken action.

For example, PEAK has set up research centers in South Korea and Italy to track global trends and technological innovations.

The mayor said that Jinjiang also supports enterprises' participation in international standards.

For example, not long ago, four enterprises such as Anta and XTEP jointly participated in the drafting of 6 international standards for sports shoes. This is the first time that Chinese shoe-making enterprises have participated in the formulation of international standards.

The mayor said that some of Jinjiang's brands appeared prominently at the London Olympics.

Anta has set up an award winning equipment for the Chinese sports delegation.

It has sponsored 6 Chinese national teams and is also the official sponsor of the Olympic Games in Belarus, Latvia and Maldives.

"On Fifth Avenue in New York, you can't see China's brand display, most of its brands are from Europe," says Liu.

"I hope that one day we can do it!"