Columbia Replacement In Han Palmmen Inventory Problem Urgently To Be Solved

In the first quarter earnings report released at the end of last month, Columbia pointed out that due to overstock, its brand Mountain Hardwear dropped by 23% in Korea in the first quarter of March 31st.

There have also been reports of many international brands reporting the growth difficulties facing South Korea: TNF2014 only achieved 1% sales growth in Korea all year round, and sales of Bbu Ryak in 2014 dropped by 1.4% compared with 2013.

Recently, American outdoor leisure products manufacturer Columbia Sportswear Co. Columbia

The company announced that the former Adidas executive Han-Bo Shim was appointed as the new head of the wholly-owned subsidiary of South Korea.

As the world's second largest outdoor market, South Korea in recent years

The situation has gradually become saturated, and inventory has become a problem for many Korean companies.

The big problem.

From May 18th onwards, Han-Bo Shim will be fully responsible for the sales, logistics and marketing strategy of Columbia in Hanzi.

At present, the company has more than 250 retail terminals and its own e-commerce sites in Korea.

In order to achieve a smooth pition, HR Cho, the current general manager of Columbia Korea branch, will remain in office until the end of May. He has been in charge of Columbia's business in Korea since 2012.

Shim, 53, has more than 25 years of financial and operational leadership experience in the Korean sporting goods market. He served as vice president and executive director of TaylorMade Golf in the past 10 years, and served as chief financial officer of Adidas Korea Companies in the 5 years before that.

In the past 30 years of career, Shim has performed well in every professional role.

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At home, LACOSTE has put a lot of effort into solving the most basic problem of brand identification.

When the French crocodile LACOSTE entered the Chinese market, it argued with the Hongkong crocodile (Crocodile) and the Singapore crocodile (Cartelo) for trademark rights, making people see that the logo of crocodiles was also confused.

Although LACOSTE is more high-end and internationalized than any of the other two brands, Yao Weixiong, chief executive of China, once said, "we have also tried to solve this problem in a positive way these years. For example, we have been sponsoring the Masters Cup, our street poster ads and other high-end positioning", but the confusion of these three crocodiles still kept LACOSTE in a period of time without leaving a clear high-end brand positioning in China.

Until 2006, Hongkong crocodile agreed to replace Logo, and Singapore crocodiles were also rare in the market.

After eliminating the interference, LACOSTE will have to face up to the problem of "who is our consumer".

In 2013, LACOSTE spent 8 months to explore the future trend of the brand. In the US, China and France, they conducted a focus group survey with their customers, and finally decided a brand new positioning -- more fashionable and high-end.

Former CEOJos e LuisDuran said, "I want to build LACOSTE into high-end quality products."

Obviously, the L! VE series can not meet the requirement of being younger on the basis of sports wind.

Therefore, the 2015 latest series of tennis costumes is not so much a return to the field as an experiment of new positioning.

"Tennis is a more high-end sport. Choosing this sport actually has the opportunity to enhance brand value."

Zhang Qing, the founder of sports consulting firm, has commented on Uniqlo's tennis shirt.

Of course, LACOSTE is more than that.

It has brought the glory of Ren Lacoste when she first created this brand - LACOSTE has not felt this for a long time.