There Is A Long Way To Go For China'S Sporting Goods Brand Building. Who Is The Next Nike?

The person who buys Anta is not buying this pair of shoes because it is Anta. He can buy XTEP and 361 degrees, but coconut shoes turn over several times.

Looking back over the past 30 years, China's sports brand has experienced the process of establishing a brand name brand shuffle to enhance the brand premium.

But today, Hou Lidong, deputy director of the brand China Strategic Planning Institute, told me frankly that foreign countries do not think China has a real (Sports) brand.

First look at a set of data comparison:

In March 20th, Hua Tong Ming, the world's leading media service group WPP's market research organization, released the 100 most valuable Chinese brands in 2017. Anta ranked sixty-ninth in the brand value of $673 million, and it is also the only sporting goods brand on the list.

In contrast, in the 2016 Forbes global sports brand list, Nike ranked the world sporting goods brand with the brand value of 27 billion dollars, Adidas took 7 billion US dollars, followed by UA and Reebok.

China's sporting goods brand is still a long way to go.

What is the brand? Chen Yao, the founder of the outdoor brand little triangle, made an interesting analogy: the person who bought Anta didn't buy this pair of shoes because it was Anta. He could also buy XTEP and 361 degrees, but coconut shoes turned over several times, and Ferrari was his reward, which is the essential difference.

Tracing back to the history of major sporting goods companies, you will find an interesting phenomenon. Many famous brands like thunder now have a "baby name".

This is understandable.

At the end of the 1980s, when the first generation of entrepreneurs in Jinjiang started making "travel shoes" in their own small workshops, the brand remained a rather distant and vague concept.

At that time, their products were sold well in domestic wholesale markets or overseas, and low cost, low price OEM products did not need their own brand holdings.

But as the scale of business grows, more and more entrepreneurs realize that they need to give their products a more loud name to show differences in the market and other products.

Jinjiang Wan Shi Le shoes Plastic Co., Ltd. applied for a footwear brand named Buick in 1994. Its predecessor was Huafeng shoe factory, which was founded by Ding Jiantong in Chen Dai Town, Jinjiang in 1983.

Later stories need not be repeated.

When Buick wanted to enter the Chinese market, Buick in Jinjiang made adjustments.

In 2003, a brand composed entirely of Arabia's numbers and symbols was born - 361 degrees.

Such a design will also pave the way for 361 degrees to enter the international arena in the future.

Ogilvy public relations made a multi-level interpretation of "361 degrees of love".

Facts have proved that this renaming is more in line with the development of enterprises.

13 years later, when the 361 degree became the official sponsor of the Rio Olympic Games, the special symbol also appeared on the world stage.

Another similar story comes from the trademark "Sanxing", which was applied in 1996.

The owner of this trademark is Ding Shui Bo in Ding Jiantong's next village.

He founded the Sanxing company in 1987.

In the early days of development, this slightly rustic name did not prevent Ding Shui Bo from becoming the king of export. He sold his shoes to the United States, Chile, Spain and other places.

However, when the business grows, it will switch to the domestic market.

Aware of the limitations of the name "Sanxing".

In this way, "XTEP" was born in 2001.

With the advertisement of "non general feeling" and Nicholas Tse's endorsement, XTEP broke through all along to become one of the representatives of Jinjiang sports brand.

It can be said that 1990s is a concentrated stage of Chinese entrepreneurs' brand awareness.

In Wu Xiaobo's "thirty years of agitation", it was named "national brand March" in 1993-1997 years, which is also applicable to the sporting goods industry.

To a certain extent, the earlier brand enterprises will have more discourse power in the future, and the more they will take the initiative of the market.

Lining is the first domestic sports brand to apply for trademark.

In 1989, Lining, the head of the "Prince of gymnastics" aura, set up the brand of the same name Lining.

Today, Lining is the embodiment of the commercial value of a super personal IP.

For the generation of Hou Lidong and Chen Yao, Lining is the pride of the Chinese people.

One year later, Xu Jingnan, who was in Quanzhou with Jinjiang, applied for the trademark "PEAK", and the name was also called today.

Anta, the first to break through the $10 billion annual revenue, also applied for its first trademark in 1990.

Today, del Hui, who is almost dead, has applied for trademark in the same period.

At that time, many brands were lacking in consciousness.

Similarly, the process of naming the name is also slightly sloppy.

A former employee of del Hui talked to me about this sad and unpleasant memory. He was a temporary help from the then industry and Commerce Bureau staff. "I mention the three words of del Hui, and I feel terrible about it."

If the hard to get rid of the soil can be made up in other ways, the way to play the edge ball is more difficult to get rid of the historical burden.

Jordan sports, founded in 2000, has been constantly disturbed by name problems.

Insiders do not think that Jordan's approach is smart now.

"The edge is the edge, and it can be written out in a big way. I didn't understand this in order to feed my family. I thought the name was pleasant to the present, but I didn't completely rely on that name," one of them expressed his position.

Regrettably, Jordan's business, product and market coverage has been doing well.

Without fame, Jordan may be another scene.

Which year is the first year of China's sporting goods brand? There is no consistent conclusion in the industry.

Relatively speaking, 2004 is the starting point of brand concentration.

In 2003, the State Administration for Industry and Commerce promulgated the "

Identification and protection regulations -- known as trademarks in China, which are widely known and enjoyed a high reputation for the relevant public.

Two years later, AQSIQ launched the selection of "China's world famous brand products".

In those days, many enterprises were willing to add the honor of "China famous trademark" to the slogan.

These golden tablets are always placed in the most prominent position of enterprises. Let alone Jinjiang, who loves face and loves to compete secretly.

At that time, some marketing masters and masters of brand planning were also invited to Jinjiang.

Why did he come out of Lining? He was the first professional outsider who really came to Jinjiang to plan the brand.

He stayed in del Hui for 15 years, which is extremely rare in Jinjiang.

It is hard for Jay Chou to be a spokesperson for the "leisure sports brand".

But the most popular marketing method is Anta's "celebrity endorsement +CCTV advertising" mode.

In 1999, Kong Linghui, the national male god, used CCTV's slogan "I choose I like" to let Anta go all over the river.

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