Joma, A Spanish Sports Brand, Is Strong Enough To Take Over Overseas Markets.

In the world sports map, Spain's status does not need to be emphasized. Especially in the field of professional sports, many sports events can find Spanish leaders. Soccer, basketball, tennis and even racing cars, bicycles and so on, Spanish sports genes can be reflected in many occasions, and these projects in Spain have a very complete system of events to protect.

Compared with the overall sports competitive level of Spain, the sports surrounding industry in this country is not very well known to foreigners, which is somewhat different from the status of sports power. Spain is located in southern Europe, a tourist attraction, but not a big consumer market. Under the background of economic globalization, the Spanish local sports brand is hard to develop on a large scale under the impact of industry giants. Can not occupy the mainstream market, can only rely on the heat to brush the sense of existence, this is the confusion of all sports small and medium brands.

Spanish fans should not be unfamiliar with Joma brand. This is Spain's biggest sports brand, but it can only be considered a minor role in the industry. Nowadays, the days of pure sports brands are not easy, even those big brands are losing their blood in the big market, not to mention a Joma with little market awareness in the world.

　 Joma, famous for football

　 Joma Founded in 1965, its headquarters is located in a small place called Portillo in the southern province of Toledo, Madrid. Its products are mostly soccer shoes and clothing, but it also penetrates into many fields such as basketball, volleyball, tennis and so on, and seeks diversified development. At present, apart from having some influence in Spain, Joma has overseas market layout in more than 70 countries, including Europe, Asia, Latin America and Africa.

In the first 20 years of its establishment, Joma has been positioning its products in sports and leisure products, and has not been involved in professional sports. Since 1988, Joma has speeded up its expansion. Apart from continuing to build factories and expand the number of employees, soccer stars have been invited to endorse new initiatives for brand promotion. From the initial Real Madrid star Martin Vasquez to Barcelona player Miguel Soler, Beguiristain and Real Madrid legend, Joma quickly set up a prestigious spokesperson in the mainland.

In the 90s of last century, Joma began to expand its overseas market and set up a branch in Germany. In the following ten years, Joma has completed the layout of several important overseas markets such as Mexico, China, Hongkong, Italy and the United Kingdom.

The 1992 Barcelona Olympic Games also became an important stage for Joma to become famous. At that Olympic Games, the Spanish delegation ranked the top of the medal list with the help of the host, while the Joma sponsored track and field star Ming Cacho won the gold medal in the men's 1500 meters. Alfonso Perez, who played in Real Madrid, won the Olympic gold medal on behalf of the Spanish men's football team. It was in that year that Joma became Spain's largest soccer shoe brand.

　　 Sports sponsorship is the core and football is the core.

Football has always been the biggest sponsor of Joma, and so is it now. Earlier, Joma's strong resources were concentrated in Spain, and Seville, La Coruna and Valencia had experienced the experience of wearing Joma jerseys. In particular, Seville has worked with Joma for more than ten years of cooperation until Lining was replaced in 2011.

As more and more sports brands begin to enter the field of football, the second echelons outside the traditional giants have also become meat and potatoes. This greatly reduces the living space of some small and medium-sized brands. Under Armour and New Balance are very typical. They have made great achievements in other fields, and they have become rich in football and even have the ambition to challenge Adidas, Nike and Puma. In this case, high quality football resources become more and more scarce.

But Joma is still close to Spain, and this season has signed a new Villarreal with strong strength, plus Eli Gane J, Spaniard and Granada.

In the overseas market, the Mexico Football League has long been the focus of Joma investment, but in recent years it has also shifted. Joma realized that despite the scarcity of excellent resources, this is still the focus of competition among major brands, so they will focus more on the top European League.

In 2015, the Italian team, Florence, completed its three year contract with Joma and moved to the French brand Le cark, which forced Joma to accelerate its layout in other European leagues. That year, Joma signed seven Italy teams and three San Marino teams, including Sampdoria and Empoli two Serie A teams. In addition, Joma extended its tentacles to France for the first time, sponsoring the stable Toulouse in France.

In England, Joma basically can only be mixed up in the low level league, but this season, Joma grabbed Adidas to reduce the sponsorship opportunities for the small and medium teams and win the Premier League team Swansea. This is the second time since Charlton's downgrade from the Premier League in 2006-07 season, Joma is once again playing the most influential Premier League in the world. Although the overall sponsorship scale is still thin, Joma is still in the four major football league matches in Europe, which is a great achievement for Spanish brands.

World matches are small and medium. Sports brand When it comes to a sense of presence, Joma is fortunate to be part of the European Cup this year, becoming one of the only four Jersey sponsors out of the three major football brands. Although the Joma sponsored Romania failed to enter the knockout stage, the opening match with France still made a lot of attention. For small and medium-sized brands, they do not play a strong role in the world competition. They can only play a game of gambling in small and medium-sized teams. Therefore, this year's European Cup is not a failure for Joma.

Joma has also become an important participant in Rio Olympic Games. The six Olympic teams have become the partners of the brand. Of course, the Spanish delegation is the most brilliant. It is learnt that the cooperation between the two sides will last until at least four years after the Tokyo Olympic Games. In addition, Portugal, Mexico, Malta, Bulgaria and Moldova together form Spain's Joma Corps in Rio. But in general, Joma's investment in large-scale comprehensive events and other projects is far less than that of football. And from the point of strength of Joma in the past two years, football is still the root of Joma's survival.

　 Official entry Chinese Market

Now, Joma is finally eyeing the Chinese market. Of course, Joma's previous experience in China is not a blank, and the brand left in the China league matches has been imprinted. In addition, Joma also held a new product conference in Shanghai fashion week in 2011. Its first store in China is also located in Shanghai. But this time, Joma is going to complete its overall layout in the Chinese market, not just limited to a few bits and pieces of strength.

A few days ago, Homer Co., Ltd. was established in Keqiao District of Shaoxing. Its main duty is to complete the operation and promotion of Joma brand in China market. This also indicates that Joma will enter a new era in the Chinese market. Ezi, President of Homer, is full of confidence in the prospect of Joma in China. In his view, Joma's position in China will be high-end products. Sports, technology, fashion and sexuality are synonymous with brands. Ye Qi also revealed that Joma's future target group is "white bone essence" instead of "public lover". The company is determined to match the international brand in 5 to 10 years.

After entering the Chinese market, football is naturally an important breakthrough, especially in China's football market. Ye Qi said that the cooperation between the company and AFC is under negotiation, and will also consider cooperation with China Professional League and College Football League. Whether professional football or amateur football, Joma will do its best to do it.

Joma international CEO, Jose Manuel, also said that in the past 7 years, Joma has always been ranked first in the football industry in Spain. After coming to China, we will not only focus on professional football players, but also attach importance to the products needed by youth football.

In the past thirty years, Joma, which has ploughed the football market for many years, has significantly increased its efforts to expand its main overseas markets. Now China has become an important overseas puzzle of the brand. The competition in the world sporting goods market is becoming more and more intense. Big brands are trying to grab high-quality resources in the form of strong capital investment, which gives small and medium-sized brands more opportunities in the two tier market. Joma is obviously more ambitious in the Chinese market. The market order has not yet been fully established. Can it really match Adidas and Nike? Let's start with creating a stronger brand awareness.