Why Is There Such A Shortcut For Shanzhai Brand?

There are Byron before him, and then there is New York. Now it is Andrea and Jordan is in litigation. Many people criticize and despise the brand of Shanzhai in the moral level. But has anyone ever wondered why China's Shanzhai brand has always been able to grow and grow in a simple and brutal way?

Speaking of this topic, we must start from China.

The industry structure.

The three major sports brand clusters currently operating in the Chinese market include: Beijing (Lining /kappa/ Pathfinder, etc.), Shanghai (Adidas / Adidas / Wolf Claw / Decathlon and other foreign brands' China operation headquarters), [Quanzhou -].

XTEP /FILA/361/

/ Hongxing Erke / Jordan, etc.)

The famous brand of cottage sports came from Quan Zhou, when the number of stores reached 3000 Adi Wang headquarters, and it was only 20 minutes' walk to XTEP headquarters.

There are also the Guangdong sports brand camps that have been killed early.

Why does "Xiamen Quanzhou" produce the largest sports brand cluster in China? And there are still more and more Shanzhai brand brands. What is the difference between this area and Beijing / Shanghai? Let's see Beijing / Shanghai first, and what is Xiamen Xiamen?

First of all, we must be clear: behind a successful cottage brand, there is a successful enterprise; behind a successful company, there is a successful industrial chain support.

What is the brand of sports in Beijing? The industrial chain behind the peripheral sports brand is the sports shoes and garment manufacturing industry, while Beijing clusters do not have such an industrial chain support for the production of sports shoes and clothing. The largest industry chain of China's sports shoes and clothing manufacturing is concentrated in Zhejiang Fujian Guangdong.

The retail shoe and garment manufacturing industry around Beijing can not provide fast response, low price manufacturing capability of sports products.

This leads to Lining's brand that makes outsourcing, and some shoes manufacturing will be subcontracted to Anta controlled manufacturing plants. What does this mean? It means that the cost of Anta is Anta's profit, which means that the key factors of Lining's production quantity / type / material / process are not secret to Anta.

Similarly, a lot of sporting goods such as nike/adidas are also produced on the assembly line of Anta (why do we have) factories.

There is nothing wrong with manufacturing outsourcing to simple factories, but it is not a good thing to encounter competitors who are also making and becoming brands.

What is the brand of sports in Shanghai? The international sports brand operating in the Chinese market is basically concentrated in Shanghai.

However, these headquarters often only have two functions, namely, marketing function, R & D and manufacturing, either in the overseas general departments or in the independent operation system.

That is to say, although Shanghai has Decathlon's headquarters in China, they only sell their products.

In essence, Shanghai's international brand headquarters in China are trading companies. It is not a brand enterprise with comprehensive capabilities in research, development, manufacturing, and sales. It is no different from Anta Shanghai branch.

The sports brand industry cluster in Shanghai area has not seen the soil of incubator brand from the perspective of the integration of business capability.

What does Xiamen Quanzhou have? The sports brand of this plate is basically a factory built by OEM at the early stage, and it has the ability of R & D and manufacturing at the beginning. (why Zhejiang / Guangdong, which has the same condition, why does it not have a birth brand cluster?

The only thing missing is brand and marketing, which involves flying the general imagination, the execution power of the nine wolves, and all this comes from people.

The sports brand enterprise of this piece of plate is very good at spending money digging people, digging Lining, digging Nike, digging up ADI, digging Taiwan, digging Hongkong, digging South Korea and digging the United States.

Not only do we dig high and middle managers in these top companies, but they also spend a lot of money on world-class consulting companies.

The cost of research and development of XTEP's shelves has been 7 million to Korean people. Anta has done business intelligence for IBM.

R & D / manufacturing / marketing / execution teams are all international standards. The advanced technology and experience of the leaders are naturally studied by the surrounding enterprises, and the soil of the continuous incubation brand is shaped.

Then why [Xiamen Quanzhou] has such a good soil, and so many companies choose to make Shanzhai brand?

Because Shanzhai brand is a shortcut to cater for the market and make money quickly. In fact, the vast majority of enterprises are actually doing their own brand, but this road is too fortunate and difficult, so there are always people who want to take shortcuts.

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Why is there such a shortcut for Shanzhai brand?

Because the Chinese market is too big! Take the nearly ten cottage new Xiamen Byron Quanzhou as an example.

When the original New Balance in the United States was nurtured in China, the sales channels of New Balance did not rapidly penetrate into the hinterland of the vast market in China: the county market, but there were more than 2 thousand counties in China. The consumers there also wanted New Balance, and the market vacuum appeared. Because of the information asymmetry, many consumers could not correctly understand New Balance, but he knew that the next door leader had new Byron, so he went out to buy a pair.

The right motivation, the right time, the right place, there is a Shanzhai brand store, so the paction has happened.

Therefore, when a sports brand is sought after by consumers in China, a Shanzhai can always make money.

[Xiamen Quanzhou] Byron, the most successful Shanzhai New York, launched the market in 2014. The first batch of goods ordered nearly 70 million of the order, and the total business income reached 2015 yuan in the year of 2015.

By this good and bad interest, the whole industry has been boosted and the Shanzhai Cage and the Shanzhai big mouth monkey have been produced in 2016. Finally, a big news has been made by Shanzhai Andrea! (the other is the Shanzhai new year with 200 million revenue last year, Byron, who was once the head of research and development of commodities, and now is the founder of Holland mobile technology co!

As long as there are enough sports brands to meet the huge market demand of China (perhaps 10 thousand brands are not enough), we can provide more professional, more diversified sports equipment to consumers, and be able to turn a handful of trees into a variety of forests.

When there is no single consumption trend in the market, but every consumer can choose suitable sports equipment according to their taste, the phenomenon of Shanzhai has disappeared.