How To Face The Collective Dilemma Of China'S Sports Brands And Seek Breakthroughs?

The Rio Olympic Games are over, but the post Olympic war in business is still spreading.

At this Olympic Games, China's national sports brand has broken through the surrounded by foreign brands such as ADI, Nike, Puma, CONVERSE and so on. It has become a provider of volunteers' official uniform. It has provided more than 100 thousand sets of clothing for more than 50 thousand volunteers, showing the Chinese people's sports dream with their brand spirit.

But do you know that the 361 degree was started by a family workshop in a small fishing village. It only had the name of the brand now more than 10 years ago. His development is a microcosm of Jinjiang's business. His story is the best example of a dream changing destiny.

The founder of the 31st degree is Ding Jiantong. In his early years, because of his poor family, he took the bull, planted the land, caught the fish and lifted stones.

When he was 18 years old, he went to a Gao Jia drama troupe and began to play suona's life.

Gao Jia opera is a well-known opera in the south of Fujian Province, taking the story of the water margin as its main content.

Ding Jiantong's suona has a good reputation, so he has a reputation in the local area. He is known as "suona ah Tong" and enjoys the love of villagers and fans.

In 1981, when reform and opening up had just begun, Ding Jiantong, an ordinary farmer, still lived on farming and fishing. He occasionally went out with the troupe to blow suona to subsidize his family.

None of his 4 children read books, he sent them to apprenticeship in the shoe factory nearby to learn how to make shoes.

Ding Jiantong went out to play suona, which is a kind of helplessness. His hometown is a famous poor place, and the environment is not good.

The only advantage is that the sea can go to the sea to catch fish, but the income is also very poor.

At that time, the coastline was given the most significance to South Asia.

Jinjiang has become a famous overseas Chinese town.

After blowing up suona for several years, Ding Jiantong returned to his hometown and was surprised to find that many playmates had made a fortune in making shoes, including his good friend Ding Hemu.

Ding Hemu had a son named Ding Zhizhong, who later founded Anta.

Stimulated by suona's heart, he was unwilling: "originally, I was fishing, and he (Ding Hemu) was selling fish."

Why is it so different now?

This does not matter. How did he come up with a bold idea?

In 1981, when Ding Jiantong watched the children grow a little older, his mind suddenly jumped out of an idea. All four children learned skills in the shoe factory, some could do some help, some could make soles, and some know design. Did they add up to a whole set of shoemaking processes? Why don't you run a shoe factory yourself?

In order to change the fate of poverty and turn to Ding Jiantong, a shoemaking industry he did not know well, he did not hesitate to do what he said.

He refused to invite him to join the factory, and he thought, "why can't someone else be a boss?" even though he only wanted to earn enough money to drink.

So Ding Jiantong built the shoe factory in his own living room, and the workers were himself and four children.

A small family immediately became busy: the eldest son made shoes, the eldest daughter learned to play tennis shoes, and the little girl studied proofing, while Ding Jiantong fumbled for the skills of designing shoes.

In this way, the family mobilization started the most primitive business.

In those days, the tools of Ding Jia shoemaking workshop were sewing machines, hammers and scissors, and the starting capital was more than 2000 yuan borrowed.

After the shoes were made, Ding Jiantong himself had to cycle to sell the leather shoes to the small wholesale stores in Jinjiang and Shishi everyday.

Starting from making 5 pairs of shoes for 15 yuan a day, soon, Ding's shoes factory can produce 10 pairs and 20 pairs a day, one pair can sell more than 20 yuan, and earn a lot of money a day.

Slowly, there are more and more family workshops in Jinjiang.

Many days ago, farmers who were planting weeds were washing their feet away from the fields, or fishermen who went fishing in the sea to relocate their nets. They pformed their houses into workshops, and even turned them into shoes.

Everyone's enthusiasm has been mobilized. I wish I could not sleep at night.

This primitive "workshop fever" lasted for about two or three years in Jinjiang.

It was during this period that Ding Jiantong and his fellow townsmen and colleagues accumulated original capital of tens of thousands of yuan.

They began to recruit workers and name their own family workshops.

Ding Jiantong also named his factory "Huafeng shoe factory", which is the prototype of 361 degree sports brand after many years.

In 1985, Ding Jiantong introduced a molding shoe making equipment. As long as raw materials were put in, a pair of shoes close to finished products came out.

This kind of shoe is waterproof, quality is good, still can be mixed all sorts of colors, but airtight, wear long time can smelly, be called "travel shoe".

Behind the emergence of "tourist shoes" is the first collective nature of Jinjiang.

What is the fate of Ding Jiantong in this wave?

In the 80s of last century, from the "workshop" to "factory" manufacturing in Jinjiang, we need an export.

Ding Jiantong decided to sell his "tourist shoes" to the remote northeast because he heard that the northeast people liked this fat shoe.

However, Ding Jiantong, who wants to go out of Jinjiang, is a native southerner, who only speaks "three and a half" Mandarin, and it is very difficult to deal with the northerners.

But Ding Jiantong, who has been rushing to the northeast, is talking about half baked Mandarin, with two pairs of Huafeng brand tourist shoes to explore the Northeast market.

The outcome has not failed to live up to the distance of Ding Jian Tong. This adventure journey has allowed him to harvest thousands of double orders.

From then on, the business path of Ding Jian Tong was plain sailing. When the sales volume was good, at least one car was pported to the Northeast in a day, and he finally tasted the taste of success.

There are many interesting stories about Ding Jiantong.

Late in the night in 1985, several gangsters broke into his shoe factory, took a gun to the head of Ding Jian Tong, and cut a few knives on his arm with a knife, asking him to hand over 300 thousand.

Slowly, he took out 3 cents, a packet of cheap cigarettes and a small change from his pocket, and said to the gangster, "I'm just a doorman. The boss has already left work."

The robbers did not believe that the man wearing the appearance of the old farmer was the boss of the company, so he let him go.

Later, the robbers were caught by the police and they knew they had been cheated.

It was in 1985 that when Jinjiang's "business Godfather" Xu Lian Jie finally led a group of villagers to create Heng An company at the age of 32, he became the starting point of branding in Jinjiang. At the same time, he founded the "Qipai" costume, and the 20 year old Zhou Shaoxiong became the founder of "seven wolves".

How did these successful cases inspire Ding Jiantong, who is also a businessman in Jinjiang? How did he break through from the numerous shoemaking factories in Jinjiang and become famous brands?

17 years ago, tourism shoes brought Ding Jiantong a lot of profits. He decided to expand his scale and bought a machine and an assembly line to a shoe maker in Taiwan. He could produce ten thousand pairs of shoes every day. At that time, Huafeng factory had renamed everything.

With the development of the domestic market, people began to be more keen on new sports shoes. Since 1989, Ding Jiantong turned to sports shoes.

The situation changed around 1998.

The Asian financial crisis, the rise of Lining sports products, plus Nike and Adidas, which began to exert strength in the Chinese market, made Jinjiang's shoe owners suffer from growing pains: declining sales, declining single product profits and serious homogenization competition.

A few years later, Ding Jiantong, who was no longer an old clay hat, began to have a hazy brand consciousness. He gathered several people in the house to discuss with him.

What is the name of the whole family without culture?

At that time, we sat together and saw the "bullet" logo of the Buick automobile in the United States, which felt that the design was good, so we went to the business sector and successfully registered.

In 1994, Ding Jiantong led his family and set up Buick (Fujian) Shoes Co., Ltd.

In 2000, in order to improve the product quality, Buick Company began to pform to brand management. The Chinese national badminton team headed by Li Yongbo was invited to be the spokesman of Buick brand.

With the championship image effect of Li Yongbo and her group of world champion students, the popularity of Buick sneakers has increased rapidly in China. In the past 2001-2004 years, Buick sports shoes have won the top three sales of Chinese sports shoes for four consecutive years.

People are afraid of being famous and pigs are afraid of being strong. The famous Ding Jiantong and his native Buick have met with a crisis.

In 1996, General Motors Corporation, who wanted to enter the Chinese market, was surprised to find that there were few Buick cars in China, but Buick shoes were everywhere.

So in the next few years, the Buick car between the United States and China's Buick sports shoes were hard to avoid, so the Americans expressed their refusal to invest in China.

How to do it?

From a legal point of view, Ding Jiantong was first registered and was legally used.

But GM is a large multinational company whose investment is related to the overall development of China's automobile industry at that time. This makes Ding Tong Tong under pressure.

With the coordination of the relevant state departments, Ding Jian Tong finally took the overall view and agreed to replace the "Buick" brand, which was a great loss in that year.

But Ding was fortunate enough to change the trade mark.

In 2004, Ye Maozhong, the famous Chinese mastermind, changed the "Buick" which was the same name as the automobile brand to 361 degrees.

The replacement of brand names did not reduce the sales of 361 degrees, but increased more than last year.

The consumer quickly accepted the new name of 361 degrees.

Ding Jiantong, the founder, made a major decision - retirement.

As the new leader of the enterprise, the son-in-law Ding Wu was designated by his father-in-law long ago.

Ding Jiantong said frankly that his two sons had not read many books and were assigned to manage production and finance.

As the enterprise's "second generation" Ding Wu, he went to Peking University to study EMBA courses before the company went public. Then he organized the company executives to participate in the "361 degree president learning class of Tsinghua University" and the "361 degree general manager learning camp".

"De familial" is one of his corporate governance objectives.

What did Mr. Ding Lao, who worked hard, do? The helmsman of the fisherman was retired. In the old workshop near 361 degree company, he acted as a promoter to set up a troupe for Singing Nun Yin. He pulled a group of old friends who had been together for many years to form a band of 10 people, and continued to play the role of Suona a.

Get rid of family management constraints.

The brand has begun to take the road of becoming bigger and stronger.

At this point, the founders began to realize the importance of cultivating brand culture.

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There are two directions in the name of 361 degrees: one is to explore in the depth of human nature, and to find the real "me" hidden beneath the surface.

The other is to look beyond 360 degrees beyond the normal normal space.

The understanding of Ding Jiantong, the founder, is that we should take yesterday's brilliant record as a new starting point. After 360 degrees turn around, there will be another 1 degrees waiting for you to re challenge and go beyond.

During the decade of rapid development of China's sporting goods industry, the 31st degree has always been an industry challenger.

Sports is the essential attribute of sports goods brand. From Nike, Adidas to Lining and Anta, it is all about promoting brand by relying on sports resources.

After these enterprises first took the top scarce resources, 361 degrees of choice were few, and the relative cost was higher. But the second generation of directors, Ding Wu, did not hesitate to rush up.

However, since 2012, Lining, the leader of sports in China, has appeared.

With the negative growth of the market and so on, many national sports brands are also facing the dilemma of over speed and poor digestion.

361 degrees also caused a sharp decline in stock prices and led to a fall in share prices.

But these are the stages of brand growth.

The Olympic Games are the world's top sports events, and also a four year commercial battle. The major brands from all over the world are expanding their brand influence through the super IP of the Olympic Games.

From the point of view of business war, "made in China" has become the biggest winner of Rio Olympic Games, not only the clothes of all volunteers in the stadium are made in China.

The Olympic torch relay clothing, as well as professional sports equipment for medical staff, service personnel and other staff members, and the surrounding products such as scarves, hats, scarves, fluorescent sticks and cheer items, are almost arranged by China.

The most fruitful result is the subway train providing important pportation services for the Olympic Games. The CWC has acquired nearly 600 train orders in Brazil's subway and EMUs, with a total value of more than 10 billion yuan.

The construction machinery of Rio Olympic village was mainly provided by mainland Sany, Xugong and ZOOMLION. Mainland cranes accounted for more than 80% of the total market in Brazil.

The safety inspection facilities for the Olympic Games are mainly provided by the mainland's "Tongfang Wei" and "Zhejiang Dahua".

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.