Jay Chou'S Endorsement Of Del Hui Is Now Closed.

According to the world clothing shoes and hats net,

It's sports from Jinjiang, Fujian.

In the deep cooperation with Jay Chou for more than ten years, it has also been very popular.

For many Post-80's and 90's, Jay Chou's "del Hui, on my way" advertising words can still blurt out.

However, to this day, Jinjiang has the same door.

After a series of disturbances such as "financial fraud", founder's illness, and IPO, XTEP's brand has changed to Kay Tian sporting goods Co., Ltd. in 2017.

The latest news shows that Del Hui has debts of 636 million yuan, and factories, land and warehouses are all secured.

We reported the news in January 6th, triggering many netizens' attention.

In January 7th, the reporter interviewed people who know more about ten years of development and got more details.

At the same time, the reporter noted that the Tmall flagship store is still operating normally.

"Advertising investment is too conservative."

More than ten years ago, Jay Chou's endorsement pushed Fujian sports brand del Hui to its peak.

Although Jay Chou is not a sports star, his influence in young people helps him become a favorite brand of young people at that time.

It is understood that hundreds of sports brands were born in Jinjiang, Fujian.

In the face of fierce market competition, the marketing mode of big star endorsement and heavy investment advertising is all the rage.

For a time, CCTV sports channel's main prime time advertisements were all wrapped up by Jinjiang sports brand.

According to reports, at that time, del Hui and Anta once happened "Jay Chou battle".

Lazy bear sports report pointed out that the two sides took turns to play the team and Jay Chou team to negotiate separately, and prices also rose alternately all the way.

Finally, del Hui set the caliber of the negotiations - recognizing the gap with Anta, but confident of growing up with Jay Chou, thus winning Jay Chou's heart.

After planning experts to join in, in 2002, the sales volume of del Hui exceeded 350 million yuan.

In January 7, 2018, people familiar with the matter confirmed the past to reporters.

At the same time, it revealed that although Jay Chou was endorsed by del Hui, he did not rely on higher costs, but from Jay Chou's recognition of del Hui's development concept at that time.

This person further indicated that in fact, the investment of del Hui in advertising and marketing is much less than that of peers, which can be said to be too conservative, or even only 1/10 of the peers (same tier brand).

The cooperation with Jay Chou did make the brand and sales of Dell Hui greatly changed.

The key way of sports consultation CEO Zhang Qing told reporters that Del Hui hired Jay Chou to break through the traditional marketing concept, which once caused controversy.

From today's Internet thinking, Jay Chou is a popular star, and is a strong star of "carrying capacity", which can be directly pformed into economic effect and brand effect.

At that time, he became a second-class brand of Jinjiang department and became a well-known brand.

It is understood that since 2003, del Hui signed an endorsement agreement with Jay Chou for 10 years and ended in 2013.

In October 2013, why did he say "Eleventh years of cooperation with Jay Chou" in personal micro-blog? From the perspective of public information, the two sides also worked together for some time in 2014. But after that, no relevant news was found. Del Hui official micro-blog and Jay Chou related publicity activities were also frozen in December 2014.

Tmall flagship store operates normally

At the end of 2017, an asset disposal advertisement published in the Fujian daily by an Oriental Asset Management Limited by Share Ltd Fujian branch revealed the current situation of del Hui: del Hui (China) Co., Ltd. and Dehui Limited by Share Ltd owed 636 million yuan, and Del Hui plant, land and warehouse were all mortgaged, and the company has already closed down.

At present, the official website of del Hui can still be viewed normally, but the 400 phone call from the website is not prompted.

Subsequently, reporters searched del Hui in Tmall's flagship store and found that the shop was operating normally.

Del Hui online shop staff told reporters that although the company has been shut down, the brand name has been changed to kaytian sporting goods company last year.

Reporters noted that the Tmall flagship store has a total of 306 pieces of treasure, 4093 monthly sales.

In contrast, Anta Tmall flagship store has 6 million 911 thousand fans, but only 10 thousand sales of hot single items.

Relying on big star's endorsement, del Hui has been questioned by the outside world, "apart from Jay Chou, what else does it seem that the cultural heritage of del Hui is still thinner than that of shoes?" an industry insider told reporters that in fact, he asked a big star to endorse, but in the end he went to the case of declining to death, and many of them were not the problem of endorsing stars.

Hiring a superstar for a while may bring a brief increase in sales volume. But because of the failure of the enterprise to make clear development strategy, it finally disappeared in the public view after a flash in the pan.

A person familiar with the matter told reporters that the "financial fraud" in 2007 was an important node in the operation of del Hui business. However, some of the vandal rumors and rumors on the outside made del Hui more hurt.

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Founder died of illness

In the personal WeChat public number, which is hard for del Hui marketing experts, he has published a memorial speech, and has also mentioned some past events: "del Hui has won the title of China famous trademark, China famous brand, national inspection free product" and so on. It has been evaluated by the world brand laboratory as the top 500 brand in China for 7 consecutive years.

Ding Mingliang (founder of del Hui) is diligent and studious, takes the lead and is honest and restrained.

His dream is to build del Hui into an enterprising Centennial brand. In 2007, del Hui suffered a major setback, and some competitors used the meanest means to hurt the Del Hui brand. "

Although del Hui has also taken a series of actions, and opened the listing plan.

However, after the crisis, del Hui failed to go on the market. In the following years, the brand and business of the company went down sharply, and as the sports brand entered the adjustment period, del Hui gradually faded out of the vast majority of consumers.

But those people familiar with the matter said that Ding Mingliang really died because of his illness.

Although the company's successor is Ding Mingliang's brother, it is not the same as in the past.

In addition, reporters through the sky eye found that in recent years, there are many disputes between Dehui and bank lending.

Compared with the same industry, the fate of del Hui seems to be more twists and turns.

People familiar with the matter believe that if del Hui can develop smoothly and achieve listing, it will also survive the cold winter of the industry.

Zhang Qing believes that in recent years, a lot of two or three line sports brand has gone out of the river under the ebb tide.

However, some reports have exaggerated the competitiveness of Jinjiang's brand as a defeat.

In its view, the Jinjiang system can not be denied because some brands fall down. We should see that Anta and XTEP can finally stand out in the competition and even become the top five brands in the world.

This proves that the Jinjiang model is successful, and Jinjiang has also made great efforts in supporting the development of local enterprises, and has also formed a complete upstream and downstream industrial chain.

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