Sporting Goods "Jinjiang Department": Great Future Of Capital Integration

Low cost production led the way of survival to make Jinjiang's sports brand suddenly panic. Panic is mainly manifested in the collective bombing of advertisements before the Olympics, the imitation of brands, the imitation of marketing methods and the imitations of products.

Olympic Games let them see hope and try their best to fight for it.

All along, low price is the killer of sporting goods in Jinjiang. With such spear, Jinjiang sporting goods are invincible in China's three or four line market, and sales report is pretty good.

But Adidas and Nike are still in the first tier and second tier cities.

However, such a state will not be as stagnant as many brands in Jinjiang imagine, and it may not be the watershed.

Adidas's 2008 Olympic Games is intended to expand the broader sales market in China. Nike is also constantly challenging its marketing ideas in the game with Adidas, trying to show the DNA of the enterprise's products from all angles.

With the power of distributors and agents, the three tier cities seem to have waved to them again.

Then what about the shield of the "Jinjiang Department"?

Capital mutation may be the easiest way to operate.

After the listing of Anta, Jinjiang sports brand XTEP has completed the hearing, will be listed in Hongkong, Hongxing Erke will also be listed in Singapore, PEAK is also planning to go public, and the listing boom is attacking the Jinjiang department's individual.

Zhang Zhiyong, President and chief executive officer of Lining group, believes that in the future Chinese market, the low price commodity market will gradually shrink, and the brand will increasingly become an important factor for consumers to buy.

If the sporting goods market is really a hot spot for brands in the future, what will the added value of low-priced products come from Jinjiang enterprises?

Financing may become a way to solve the problem.

After funding, it can be launched on a large scale, grafting with high-end brands, increasing exposure and popularity. For example, PEAK, the first response after financing is to cooperate with NBA.

With the capital, the store can be laid at the largest scale in the country to increase the arrival rate.

Then we began to tell investors one after another wealth story.

The idea of "Jinjiang Department" is that after having the advantage of capital, we should first do the following line, build up the basic network, and then make the improvement of the product. Finally, the reorganization of the brand.

But from a marketing point of view, we first locate the brand, then locate the product and locate the channel.

This is different. Why?

Because Chinese companies grow and develop first.

Sports industry generally accounts for 1% to 2% of GDP in one country. China now accounts for only 0.2%, and will have 10 times room for growth.

Within 5 years, China's GDP will double to 20 trillion yuan, and sporting goods should be at least about 100000000000 yuan.

This is the distance between the Jinjiang department and the Jinjiang department. How can it be easier to get into it?

The strong Heng Qiang and the weak will weaken the fate of Jinjiang enterprises.

Xu Yang, director of Anta brand marketing center, said that although some of the stores had played a very important role in the rapid expansion period of Anta, but now the brand development to the present stage, more emphasis on maintaining brand image.

Such enterprises are one step ahead.

As for the upcoming enterprises such as PEAK and XTEP, the future is difficult and the market is huge. But what is the difference in development?

Surely they haven't thought about it yet.

As for some other low-end brands that may not be named, they may face the prospect of being acquired in the future, but this is not necessarily a bad thing.