The Road Of Brand Rebuilding After Adi Wang Got Rid Of Shanzhai

< p > > a href= "http://sjfzxm.com/news/index_x.asp" > Adi Wang < /a > is a Chinese registered trademark of Adi Wang sporting goods Co., Ltd. (hereinafter referred to as Adi Wang). At the beginning of its creation, the Adi Wang brand was controversial because of its similarity with the international sports brand Adidas and Logo.

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< p > "lost the Chinese trademark, Adi Wang has the influence of the original brand accumulation almost to zero."

< a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service industry commentator Ma Gang told reporters.

But he also said that this may be the best time for the pformation of Adi Wang.

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< p > obviously, Adi Wang also realized this problem.

After reaching a settlement with Adidas, Adi Wang officially launched Adivon as its new brand, and acted on brand marketing frequently, especially through the form of sponsorship films.

According to Liu Feng, director of Adi Wang's brand director, Adivon will promote brand pformation by developing marketing methods, expand young consumer groups, and create a more fashionable and more intimate brand image.

It is obvious that Adi Wang wants to expand its brand influence.

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< p > however, the industry mode has changed now. If enterprises want to get long-term development, it will be far from enough if they merely use advertising marketing and expand channels.

In addition, when the whole sports brand industry in China is in recession, how can the adidas realize their brand's regeneration and development if the international sporting goods giants choose to sink their sales channels in China? < /p >

< p > < strong > Shanzhai's difficulty < /strong > /p >

< p > < strong > reviewing the development of Adi Wang, it is easy to find that the image of Shanzhai has always been the most controversial and most controversial topic of Adi Wang.

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< p > time was back to 20 years ago.

At that time, Quanzhou, Fujian province was launching a boom in foreign trade foundry, and gathered a large number of shoes and clothing enterprises mainly based on foreign trade.

At the same time, Ding Jianhui, founder of Adi Wang, founded Fujian Hua Zhu Shoes Co., Ltd., which is based on foreign trade.

With the pformation of foundry enterprises into brands, Ding Jianhui is determined to pform the enterprises. In 2006, Adidas sporting goods (China) Co., Ltd. was established. Its brand is located in the three or four tier cities in China, and the selling price is between 100~300 yuan.

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< p > based on the similar Chinese trademark names and Logo of Adi Wang and Adidas, in 2008, the discussion on Adi Wang Shanzhai Adidas began to appear on the various forums. After a short time of fermentation, the whole Internet's ridicule of Adi Wang has already spread to the ground.

Along with the increasingly fierce Kuso elements, Adi Wang was branded on the label of "Shanzhai king" and "Big Bang".

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< p > it has been evaluated that the development mode of Adi Wang is actually a barbarous cottage development.

Zhang Bin, chief analyst at 11.02,0.00,0.00% a target= "_blank" href= "http://www.91se91.com/" > textile < /a >, seems that the development mode of the sports industry has changed, and the barbaric growth mode is no longer suitable for the current market.

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< p > however, Adi Wang does not agree with this view.

Liu Feng said: "the brand is not equal to the high and low. The key lies in the operation and poor management. Anyone can become your opponent.

And if you manage well, no one is your opponent.

In his view, Adi Wang brand has always been its own way, and Adi Wang aimed at the consumer groups mainly exist in the three or four line market, Adi Wang and Adidas on the product prices are also very distinct, and there is no direct competition between the two brands.

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< p > "reputation", but the "a target=" _blank "href=" http://www.91se91.com/ "hat" /a "was severely buckled, which seriously affected the brand reputation.

Ding Jianhui, the founder of ADI, also said he was very helpless.

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< p > but it is obvious that the problem faced by Adi Wang is not simply the damage of brand reputation.

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< p > August 2008, Adidas took Adi Wang to the Yingkou intermediate people's Court on the grounds of the infringement of his trademark exclusive right and unfair competition.

In July 2009, Adidas again filed a lawsuit in the intermediate people's Court of Wuhan, Hubei.

In April 2010, the court dismissed all the claims of Adidas.

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< p > but things are not over yet.

After 3 years of silence, Adidas appealed to the Trademark Review and Adjudication Board of the State Administration for Industry and commerce to request the cancellation of the registration of "ADI king".

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"P > Adidas has so much trouble to fight this lawsuit. It has nothing to do with its brand layout and sink in China.

Adidas, a sports giant, has formulated a plan called "the road to 2015". The goal is to extend Adidas to more than 1400 small and medium-sized cities in China.

At this point, Adidas discovered that the Chinese sports brand, Adi Wang, which is similar to its Chinese trademark and pattern Logo, has long occupied the middle and low end market, and the flames of war are ignited.

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< p > in fact, the problem faced by Adi Wang is also a problem that a famous sports brand in China once faced. The success of the brand may give some lessons to Adi Wang.

According to industry sources, a famous sports brand in China was in dispute at the beginning of its establishment because it was similar to a famous automobile brand.

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< p > later, the famous sports brand abandoned the controversial brand name and logo, opened up the brand name and logo, and rebuilt the brand image.

After years of painstaking efforts, coupled with huge investment in marketing, it has rapidly developed into a first-line brand of sports shoes in China. It has an important influence in the domestic industry and has successfully listed on the Hongkong stock exchange.

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< p > < strong > re start < /strong > < /p >

Adi Wang, whose P is less than strong, is quietly brewing a revolution.

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< p > login Adidas Wang official website, once the "Adi Wang" Chinese trademark and inverted triangle Logo have long been missing, replaced by "Adivon" English logo.

The name of Adi Wang in Tmall [micro-blog] official flagship store has been changed to "Adivon official flagship store", and in the latest product of Adi Wang, its sports shoes and < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > have not seen "Adi Wang" Chinese commercial standard and triangular label Logo, and replaced the English trademark "Adivon".

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At the same time, Adi Wang is carrying out clearance sale in most of the stores in the country, and the shop signs are being reinstalled at P.

Liu Feng said that the new product of the company will no longer use the Chinese trademark of Adi Wang and its Logo, and there will be a certain buffer period for the shelves of the old products.

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< p > of course, Adi Wang needs to change more than that.

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< p > on the official website of Adi Wang, a movie posters of "little time" with a very fashionable taste occupy the whole page, which makes it hard to imagine that this will be the official website of a sports brand.

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< p > "little time" movie is a pboundary and pformation for Guo Jingming, for Adivon too.

Liu Feng believes that this is the new marketing method of Adi Wang.

Different from the traditional way of sponsoring sports events, Adi Wang began to expand the entertainment marketing field through sponsoring films and TV dramas.

For the future, ADI will continue to stick to its position, and will also find smaller competition places to open up new markets, such as franchised stores and deep cooperation with countries in Africa.

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< p > although ADI has a brand new plan in marketing and channels, the brand must pay attention to product characteristics and cost performance, rather than focusing solely on advertising and channels.

Now the whole industry is in a period of brand change, the market space of sports brand has been paved, and the consumption concept of consumers is also becoming mature. It is difficult for a brand to succeed through simple marketing and channels, and must return to the product itself.

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< p > in fact, when the international sports brands seized the two or three line market, domestic sports brands such as Lining and Anta also increased the channel sinking strength and expanded the middle and low end market.

And at the headquarters of Adi Wang, there are hundreds of sports brands competing for low-end markets in Jinjiang, Quanzhou.

These sports brands are not only located in the same way as Adi Wang, but the price range is not very different, which will become a strong competitor after Adi Wang's rebirth.

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Besides P, with the continuous downturn of China's sporting goods market, consumers' consumption concept tends to be rational, coupled with the continuous improvement of production costs.

ADI King's channel advantage and low price advantage seem to be no longer obvious.

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The lawsuit of P and Adidas pushed Adi Wang to rebuild the brand, but in some ways, the lawsuit itself made some brand foreshadowing for the reborn King Adidas.

Through this lawsuit, consumers have greatly improved the market awareness of Adi Wang. Perhaps Adi Wang can take this opportunity to enhance the influence of his new brand.

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Zhao Gang, executive director of angel investors and China Brand Managers Association, told China Economic and information reporters: "as the sports brand market is already a hot market, Adidas Wang also needs to make efforts in product refinement. Besides, Adi Wang can take the opportunity to launch a new brand."

The outdoor industry is also a sunrise industry with a strong market. Adi Wang can choose to attack the outdoor market with new brands.

"Of course, it is also necessary to strengthen the combination of online and offline businesses. There are opportunities when there are crises."

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< p > changing the clothes on the road, Adi Wang will not be the first one, nor will it be the last one.

At present, only in Quanzhou, Fujian, many brands of sports brands are similar to those of international brands. Recently, Michael Jordan filed a lawsuit against the domestic sports brand "Jordan sports [micro-blog]".

The lawsuit between Adi Wang and Adidas may enable Chinese enterprises to pay attention to the protection of rights and interests.

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< p > as Ma Gang said, Shanzhai can not disappear because of one or two cases.

The case of Adi Wang made Chinese people fear the law.

At present, the domestic sporting goods industry is in the adjustment stage. This round of adjustment will make the market more intensive.

Whether ADI Wong or more sports brand enterprises, perhaps they should plan their own brand strategy from a long-term perspective and find their own market in the adjustment.

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