Where Does China'S Shanzhai Brand Come From?

Behind a successful cottage brand, there is a successful enterprise; behind a successful company, there is a successful industrial chain support.

There was an ADI king before, and then there was new Byron, recently Andrew, and Jordan, who had been in litigation. Many people criticized and despised the brand of the Shanzhai brand in the moral level. But has anyone ever wondered why China's Shanzhai brand has always been able to go on and on?

Speaking of this topic, we must start with the industry structure of Chinese sports brands.

The three major sports brand clusters currently operating in the Chinese market include: Beijing (Lining /kappa/ Pathfinder, etc.), Shanghai (adidas/ wolf Claw / Decathlon and other foreign brands' China operation headquarters), Fujian (Anta / XTEP /361/ PEAK / Hongxing Erke / Jordan and so on).

The famous brand of cottage sports is from Quanzhou, when the number of stores reached 3000 Adi Wang headquarters, and it only took 20 minutes to walk to XTEP headquarters.

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

What is the brand of sports in Beijing? The industrial chain behind the peripheral sports brand is the manufacturing of sports shoes and clothing, but there is no such a surrounding Beijing cluster.

Manufacturing industry chain support, China's largest sports shoes and clothing manufacturing industry chain is concentrated in the Zhejiang Fujian Guangdong line.

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 and garments 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 and technology 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 a simple factory, but it is not a good thing to meet a competitor who makes a brand and makes a brand.

What is the brand of sports in Shanghai?

China's headquarters are concentrated in Shanghai.

However, these headquarters often only have two functions, namely, marketing function, R & D and manufacturing, either in overseas headquarters or in 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 China headquarters are trading companies, not a brand enterprise with R & D / manufacturing / sales capabilities, and no difference 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.

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 leaders are naturally learning by enterprises around them.

The soil is shaped.

What does Fujian 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. (similarly, why does Zhejiang / Guangdong that have the same condition have no 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.

This plate movement brand enterprise, is very good at spending money digging people, digging Lining, digging Nike, digging ADI, digging Taiwan, digging Hongkong, digging South Korea, digging the United States, there is a saying that is not good: as long as the hoe is good, no corner can not be inverted.

It not only digs up the top management staff of these top companies, but also costs a lot of money to invite world-class consulting companies.