MIZUNO: Adhering To Diversification, But Also Gradually Derailed The Market.

In Asia, Japan's achievements in this field are easily overlooked, however, Nissan

The situation of tripartite confrontation has been maintained for nearly seventy years.

Historically, Japan's sporting goods industry is not as late as Europe and America. Therefore, it is not too much to say that Japan is the world's sporting goods sector.

Speaking of Japan's three largest

It is quite well known worldwide.

In contrast, Arthur and YONEX have invested heavily in sports sponsorship in recent years, and their brand awareness is higher.

And the other strong, the MIZUNO that Chinese consumers are very familiar with, is a bit of a hidden meaning.

I don't know, in front of MIZUNO.

And YONEX are worthy descendants.

The global sporting goods industry began to develop rapidly. Basically after World War II, European brands took the lead in a large area, while the United States was relatively slow.

In fact, Japanese companies, which were not very much concerned, started early. Arthur was founded in 1949, and YONEX even had three years in the morning.

However, at the beginning of the last century, MIZUNO's brand was published and could be combined with sports events.

MIZUNO's baseball feelings

The MIZUNO brand was founded by Shui Ye Li eight and his brother Mizuno Limi. Mizuno is actually the name of the two brothers. The original company name is Mizuno Brothers, which is headquartered in Osaka.

MIZUNO's first contact sport is baseball, because Mizuno Toshiya is an excellent baseball fan.

Baseball was launched in Japan earlier. Although there was no professional baseball league in Japan at that time, the enthusiasm of the people for baseball has gradually emerged.

The sale of goods was not accurately located, but baseball was placed on shelves at that time.

In 1913, MIZUNO began producing baseball and baseball gloves, and hosted the Kansai Student United baseball game, the predecessor of the national high school baseball game in Japan.

Shui Ye brothers are determined to be producers of sporting goods, not retailers. Baseball is both a product and a marketing tool for the company to integrate into the sports market at that time.

In 1936, with the opening of the Japanese professional baseball league, MIZUNO also actively participated in sponsorship marketing of professional teams in addition to producing baseball equipment and game equipment.

Today, there are 12 teams in the Japanese professional baseball league, and six teams are sponsored by MIZUNO.

Of course, MLB, which represents the highest level of professional baseball, is also something MIZUNO can not pass. Although foreign brands want to conquer the fort of the American sports market, MIZUNO has gained a certain degree of exposure in the North American market through "curve saving the nation".

Now, there are more than ten American players playing in MLB in MIZUNO's endorsement lineup, but the most representative figure is Japanese star Suzuki Ichiro.

At the age of 43, he is still active in the MLB arena and is currently working for the Miami marlin.

Suzuki Ichiro has been in MLB for 16 years, and before he came to Miami, he also played in Seattle sailors and Yankees in New York.

Now, Suzuki Ichiro is still very competitive. Last year, he was selected as the ten most popular player in the league.

Although MIZUNO is still not so popular in the huge MLB, it is easy to see that the brand's integration into the bones of baseball sentiment.

Golf equipment is the embodiment of the essence of MIZUNO science and technology.

Besides baseball, another sport that runs through the whole history of MIZUNO's brand is golf.

In fact, as early as 1918, MIZUNO began to sell many kinds of goods, especially the jogging Jersey market.

In 1923, MIZUNO extended its tentacles to skiing and made skiing in China.

In 1927, MIZUNO's new headquarters building was completed in Osaka's Lake Bridge. At the same time, the company also organized amateur ski enthusiasts clubs in Osaka, Tokyo, Kyoto and Kobe.

These actions not only reflect the amazing development speed of MIZUNO, but also indicate that Shui Ye Li eight wants to turn MIZUNO into a diversified sporting goods manufacturer's determination.

Driven by such a goal, Mizuno Toshiya visited Europe and the United States in 1929, and then MIZUNO began to enter the golf business.

In 1933, MIZUNO produced the first Japanese made golf gear Star Line.

In 1935, MIZUNO also opened the largest golf store in the world at that time.

Whether it's for baseball games or golf clubs, to maintain product competitiveness, it is necessary to improve the technological content of products, which is a great challenge for young MIZUNO.

Of course, in the return of Shui wild eight, this is the only way for brand development.

In 1938, MIZUNO's precision science laboratory was set up. In 1943, MIZUNO also created Yoro factories, all of which became the guarantee of MIZUNO's high quality products in the future.

In 1949, MIZUNO began to make golf clubs in Yoro factory. Besides core technology, MIZUNO also trained a large number of production technicians.

The company has established its own technology certification system, which is called the engineer's technical capability system.

In the eyes of consumers, MIZUNO's golf clubs are the guarantee of quality.

In the Yoro plant, MIZUNO has produced a number of representative clubs.

In 1982, MIZUNO's first carbon ball golf ball Vanguard drivers was launched. In 1990, MIZUNO made the first golf club with pure titanium in the world. In 1992, the Notus golf club went public and achieved a great market reaction. This series of actions proved that MIZUNO's technology driven marketing strategy is very effective.

In addition, MIZUNO also played a great role in promoting the development of golf in Japan. The most outstanding feature was the sponsorship of golf events.

In 1971, the MIZUNO open was founded and joined the Japanese tour in 1979.

At first, the event was held in Japan only, and entered the United States in 1987. Since then, Australia, South Korea and other countries have also hosted the event.

Until now, although the name of the tournament has been changed several times, the brand of MIZUNO open has been retained.

In addition, MIZUNO was named the LPGA tournament in the 1976-1979 and 1999-2014 two periods respectively.

In terms of player sponsorship, MIZUNO worked with former world No. 1 Luke Donald for more than ten years and renewed a multi-year contract in 2013.

Adhering to diversification, it has gradually derailed the market.

MIZUNO has been adhering to the concept of product diversification, in addition to baseball, golf two main body, running, football and skiing and other fields also contributed a large proportion of the company's revenue.

In particular, the strong rise of Arthur in the sports shoes market has made MIZUNO feel the crisis.

In 1982, MIZUNO's RunBird sports shoe market with the most brand personality was followed by MIZUNO's brand, whether it's professional sports shoes or football shoes.

Now, sports shoes and sportswear have become MIZUNO's most reliant business segments.

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Throughout the history of MIZUNO, the Olympic Games have been playing an important role.

In the 1924 Paris Olympic Games, MIZUNO provided a competition suit for the Japanese delegation.

In 1980, the Moscow Olympic Games, MIZUNO became a formal supplier.

In the two Olympic Games of Sydney and Athens, MIZUNO is also the designated sponsor of the Olympic Games.

In recent Olympic Games, MIZUNO did not take part in the official status. However, with sponsorship of volleyball, table tennis and many other sports teams, MIZUNO's Olympic complex continued.

MIZUNO is a real family business. The Shui Ye family has always grasps the lifeblood of the company. Under the pressure of the existing market competition, this also restricts the development of the company to a certain extent.

Although Arthur and YONEX are not as big as MIZUNO in the whole sports market, they have taken a place in the global market in their respective fields of expertise, while MIZUNO has gradually disappeared.

Baseball is hard to promote globally, and the golf market is declining year by year. MIZUNO, a professional enough, can not go further in the mass market.

On the contrary, many competitors are overtaking in this field.

MIZUNO entered the Chinese market in 1994, and it was once in China. But now, MIZUNO has become a "rare species" in China's streets.

On the contrary, Arthur and YONEX began to explore the Chinese market vigorously.