JORDAN's China's Advanced Road

"Opening a shop is always one.

In the face of this problem, Wei Dunxiang WEI, general manager of JORDAN brand Greater China (Eric), smiled and nodded, and her face was covered with conceit.

According to the world clothing and shoe net, just over half in 2017.

The brand has opened four new stores in the Greater China region: the flagship store of the international financial center of Chengdu landmark business district was unveiled in early January to become the largest flagship store in Asia. On the same weekend, a flagship store in Taipei also opened to visitors; at the end of January, it was located in Zhongguancun, Beijing, JORDAN.

And JORDAN basketball experience shop became the largest in the Greater China region. By July, the flagship store of JORDAN 9 GUANGHUA in Beijing World Trade Center became the largest store in New Asia.

"Perhaps I should say so, these new stores are attracting growth in the JORDAN brand," Wei Dunxiang said. "We value the consumer experience and develop e-commerce.

These stores allow consumers to establish contact with us anytime and anywhere, which is part of enriching the brand experience. "

In the past year, the active phrases and verb phrases, such as "the real economy downturn", "the impact of the electricity supplier", and "many stores closing", have repeatedly occupied the layout of commercial reports and hit the industry's attention.

But all of this seems to have nothing to do with the JORDAN brand that has entered the Chinese market for 20 years. The opening of new stores, the strength of the Chinese market and the global performance are red. The 20th anniversary commemoration is more like a new starting point, revealing the full outbreak of the young brand that began with the endorsement of athletes in the Chinese market.

According to Nike group's "2020 plan", the revenue target of Nike group in fiscal year 2020 is US $50 billion, and the sales target set by the group for JORDAN brand is: before 2020, annual sales volume will reach US $4 billion 500 million.

At the end of June 2017, Nike group released its 2017 fiscal year report, of which Nike group had a total revenue of $34 billion 400 million in the full fiscal year, while the JORDAN brand revenue reached 3 billion 99 million dollars.

In fact, over the past three years, the performance of JORDAN brand has been red: in 2014, the global sales of the brand amounted to about $2 billion 600 million, when the target of "2020 planning" for middle-aged sales of $4 billion 500 million meant that sales doubled.

Today, the sales of JORDAN brand in the 2017 fiscal year exceeded 3 billion US dollars, and the growth rate of 9% is also higher than that of the whole group. However, such growth rate is still not enough. To achieve the goal of 2020, the average growth rate of JORDAN brand in the next three years needs to reach 14.5%.

In the global market, Nike group has announced its focus on 12 key cities: New York, London, Shanghai, Beijing, Losangeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Seoul.

The world's largest sports giant believes that these cities are the most critical growth opportunities for the future, and that they will account for about 80% of global business growth by 2020.

The JORDAN brand also follows such a strategy: in the past year, JORDAN brand has opened seven flagship stores in cities such as New York, and the flagship store in Paris is the first time that the brand has landed in the European market.

For the JORDAN brand, the importance of Chinese market is self-evident if we want to continue to speed up.

In the fiscal year of 2017, Nike Group recorded a year-on-year growth of 17% in the Greater China region, and continued to grow in the 12 quarter of the Greater China region, ensuring that the group grew by 6% year-on-year.

For the JORDAN brand, 2017 marks the 20th anniversary anniversary of the brand entering the Chinese market.

By the end of 2016, the JORDAN brand and the "Jordan sports" lawsuit, which lasted for nearly five years, ended in court. Michael Jordan, who failed to win his own rights in the past several times, finally won the world-wide reputation right lawsuit.

In this case, Michael Jordan has invited the top law firm of China, Fang Da, which serves all the world famous enterprises such as Alibaba and Apple Corp.

Finally, in December 2016, the Supreme People's court supported Michael Jordan's request for invalidation of Jordan's three "Jordan" Chinese trademarks.

On the eve of entering the Chinese market 20th anniversary, from the legal step to solve the problem of "Shanzhai" name the first step, the JORDAN brand has finally released hands and feet, digging up the potential of the Chinese market.

Among them, the opening of many offline stores is quite important.

Wei Dunxiang, general manager of JORDAN brand Greater China, said, in their view, the flagship store's most important function is to provide consumers with experience.

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In every JORDAN flagship store, the "flying experience space" of a half court basketball court is almost essential, while the Air Jordan series shoes showcase is also essential. At the same time, the personalized service area is also indispensable.

In this new store in Beijing, there are also wall 23, Black Panthers (one of Jordan's nicknames), the classic AJ11 logo decoration, and Michael Jordan's fingerprint oil painting "win by me" and "flying in Beijing" in Beijing's five ring design.

Larry Miller, President of JORDAN brand, who flew to China to attend the opening ceremony of the JORDAN 9 GUANGHUA flagship store, said: "this gives us enough room to play, to present our brand story to consumers, and to enable consumers to interact better with us in the environment they adapt to." (Larry Miller)

Bringing the JORDAN brand to Beijing, our original idea was to combine the two closely, or to create a completely different environment for JORDAN shops, and consumers will feel different in different cities inside and outside.

Last November, Wei Dunxiang took Miller to see the location of the shop. At that time, Beijing was already in the winter and could not freeze Miller very much. The old man recalled that there was something unexpected about the shop that was so bright after eight months.

Next to the JORDAN 9 GUANGHUA shop is a completely renovated basketball court on the world trade scale.

JORDAN brand hopes that such a setting can make Beijing truly become the landmark of basketball.

In this era of Internet plus, it is true that all sports brands attach great importance to online sales. In JORDAN's view, offline experience is equally important. Michael Jordan's brand story is the foundation of all things for basketball, and then for sports, and the experience that consumers can bring to consumers in such a physical store.

According to Wei Dunxiang, JORDAN brand employees will spend a lot of time in shops and communicate with consumers.

"I went to the store to ask children who love playing basketball, what we should do and how to help them.

This is the first step to understand your problems.

Then check the store and merchandise.

After that, I will go to Larry (Miller) and tell him what the Chinese market needs now and what we need in the future. We will find solutions together. "Wei Dunxiang introduces the process of opening the JORDAN brand in China." I often let team members go north to Guangzhou, to Chengdu, to Hongkong.

Let the team go to those cities and come back to the discussion.

This is the new culture that our brand has built in China, as far as possible to penetrate consumers, and find answers to our questions.

Considering the consumer experience under the line, JORDAN brand is also very aware of the need to achieve "online sales and offline experience" in the Chinese market.

At present, in the field of sports consumer goods, the online sales of JORDAN brand still need to be strengthened in terms of scale and quantity of products.

Wei Dunxiang also acknowledged that online flagship store and Tmall flagship store on Alibaba platform are the focus of JORDAN brand development.

According to Larry Miller's rule, everything is based on consumer preferences.

Because of the understanding of consumers, JORDAN brand has also realized the importance of local strategies. In the Chinese market, Michael Jordan's story is naturally persuasive for the post-80s generation.

How many people still talk about watching Jordan play and grow up today? How many people are willing to wait for Michael Jordan to show up in China in October 2015 for hours?

These people, who do not need persuasion, do not need advertising, will buy JORDAN brand products, and will even be proud of having a classic series of Air Jordan.

Therefore, in view of this kind of "die loyalty", the JORDAN brand needs to do as much as possible to meet its needs, enrich products and open channels.

However, the main force of consumption and the backbone of basketball are, after all, "post-90s" and even begin to shift to "00 after". Therefore, they need a whole new story in China.

In early May 2017, JORDAN brand announced the signing of Chinese player Guo Ailun, becoming the first brand spokesperson outside the United States.

In Wei Dunxiang's view, there are many stories that Guo Ailun can tell, but the label is not only "basketball player".

Wei Dunxiang said: "consumers in Greater China seek authenticity and foresight.

Guo Ailun is a bit like a big boy. He's very funny and also keen on basketball.

He is very popular and distinctive.

Then things can be easily pushed forward, and with him, he can tell stories and establish contacts with consumers.

On micro-blog, Guo Ailun has nearly 2 million fans.

Before the official announcement of the signing of the JORDAN brand, it also triggered looting in the sports market.

Signing the brand's first Asian spokesperson is not hard to see its special attention to the Chinese market. It can also see the resources and the affirmation of the whole JORDAN China team.

For the JORDAN brand, the US market has already stabilized: in 2014, JORDAN brand accounted for 58% of the market share of the US basketball products.

In other words, the JORDAN brand and Nike basketball basically monopolize the market for basketball products in the United States.

This momentum is expected to continue as Nike has become a NBA official Jersey supplier since 2017-18.

But because of the trend of saturation in the US market, JORDAN brand needs globalization, needs Chinese market, and needs to expand into more fields.

With the opportunity to enter the Chinese market for 20 years, the layout is relatively mature and able to exert force in the Chinese market, thus driving the global market to be the wishful thinking of the JORDAN brand.

At the same time, they have also realized that in the Chinese market and in the world market, the brand can not only be basketball.

The rich product line and the important female market will be the next priority.

Larry Miller, President of JORDAN brand, said: "our overall business will continue to grow like this, not just in the US, but overseas performance has also been increasing.

So this gives us room for a major event -- expanding the female market.

In fact, I think I should have done it long ago. "

Globally, JORDAN brands never lack female consumers, but, as they have already admitted, the women market is going to be late.

At present, the minimum size of the brand adult basketball shoes is 40 yards. Many women buy part of their shoes, and the other part can only buy children's shoes for wear.

At the same time, even in Beijing's flagship store, the largest JORDAN brand in Asia, women wear products.

The JORDAN brand also has female spokesmen, including Maya Moore, who has signed for many years. The WNBA star has swept the Chinese women's Basketball League.

In addition, the brand is looking for other suitable female spokesmen.

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In fact, the problem of brand positioning is the problem of mining women's market. If we want to seize the female market, JORDAN brand can not be just a basketball brand.

Whether in China or in any market in the United States, women play a very small number of basketball, and even women who play basketball rarely like to wear a wide basketball suit that lacks beauty.

As a result, JORDAN brand is also aware of the development training series and lifestyle series, which is closely related to the excavation of the female market.

From the brand point of view, JORDAN also hopes that it is not only a basketball brand, it can become a sports brand, and even a fashion brand.

In the summer of 2016, JORDAN brand made Sanantonio spurs star Kowhai Leonard shoot a set of advertisements for men's high-end clothing, and the design style was quite close to fashion.

Another superstar of the JORDAN brand is Westbrook, who recently won the most valuable player of the 2016-17 season, and is considered to be the representative of the "tide man" in the league.

But for the JORDAN brand, the problem is still the product channel. Few shops see these non basketball product lines. The choice of online shopping mall is relatively limited.

At the most famous basketball forum in China, where is the JORDAN clothing similar to "a certain player wearing"?

However, JORDAN wants to dig deep into the female market and wants to become a comprehensive sports brand, and its test is far from over.

After all, Nike basketball and JORDAN brand almost monopolized the basketball market these years, especially in the most important American market and Chinese market, but the competition strength of training series and lifestyle series is totally different. The whole Nike group faces the great competition pressure of their rivals for the past two years. If we want to enter this battle, the winning of JORDAN brand is not obvious.

And the women's market is the battleground of sports brands in recent years. Before this, almost no JORDAN brand was involved. In this world, it is difficult to achieve the qualitative change from zero to one.

Larry Miller said: "we will continue to enter the business areas of various sports. We have established contacts with many excellent athletes.

Some athletes outside the basketball field represent the brand, and also represent the importance of other sports to the JORDAN brand.

Of course, we will continue to focus on whether these sports are really productive and find the right business opportunities or brand opportunities. "

Globalization and force the Chinese market and focus on the female market.

China's 20th anniversary JORDAN brand has already seen a clear future layout.

However, opportunities and challenges are always coexisting and expanding. At the same time, many JORDAN can't help but ask whether the scarcity that is once proud can still be maintained.

"This is a good question. If you can answer it, you can sit in my place," Larry Miller opened the discussion with a joke. "It is a goal to balance sales growth and keep scarcity. We want to keep the product special, so that consumers will continue to yearn for products.

But at the same time, we also want to continue to develop our business, so we are striving to maintain the balance between them.

I think part of our growth comes from non repetitive businesses, so we can continue to find ways to help improve sales performance while selling shoes.

In other words, the JORDAN brand is ready to completely divide these two parts of business. Classical and repeat shoes are more like collectibles, which remain scarce.

Of course, such rapid development in the field of sports consumer goods will inevitably face another problem -- the position of JORDAN brand in the entire Nike group and the corresponding resources available.

Mark Parker, chief executive of Nike group (Mark Parker) recently made a statement: the JORDAN brand has created many opportunities for the group, and the whole group is proud of it.

This also means that the brand should be able to continue to get the resources needed to grow business.

From the brand point of view, JORDAN is undoubtedly a success, from Nike sponsorship Michael Jordan, to create "signature" sneakers for the "flying man", and then to jointly build JORDAN brand.

In the process, the sports goods company founded in Portland, USA, has witnessed a rocket growth rate and turned into the world's largest sporting goods magnate.

JORDAN brand has also been established for more than 30 years and has become an independent brand with annual sales of over 3 billion dollars.

Such a "win-win" is even enough to become a template. Whether Lebron James or C Luo, the two superstars who have been awarded the Nike lifelong contract, have planned the route early, aiming at this goal, and taking a win-win road with Nike.

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