Why Did He Fail?

According to the world clothing and shoe net, recently, a notice of disposal of claims assets has been drawn.

Recent business failures.

According to the announcement, the company has debts of about 636 million yuan, and the plant, land and warehouse have been mortgaged.

However, reporters found that at present, the Tmall flagship store is still in operation, and the company continues to open up, but the company's main body has changed to Kai Tian sporting goods Co., Ltd. (hereinafter referred to as "Kai Tian sports").

In addition, the offline stores in Beijing have basically withdrawn from the market.

Analysts believe that Del Hui's own product R & D and new market development capabilities remain weak, which has always been dependent on.

The maintenance of the endorsement and the lack of user sticky led to the eventual decline.

Beijing offline shop

Although the company is in a state of closure, Tmall's official flagship store is still in normal operation. The reporter has found that the new product recommendation of the official flagship store is still being updated, and the latest new year discount is introduced.

Official customer service told reporters that the main body of the brand was changed to Kaye sports last year, but the brand name is still called "del Hui".

It is noteworthy that, as of press release, the number of fans in the official flagship store was 317 thousand, and the first month of sale was 1092.

By contrast, Anta has nearly 7 million of its fans, and the top 20 thousand items are over $20 thousand.

Lining has over 7 million fans and the top 10 thousand items are over $10 thousand.

In addition, the reporter found that the lower stores have basically withdrawn from the Beijing market.

Reporters on Baidu map search "de Er Hui" brand, Beijing area shows that there are 8 stores.

Most of the stores on the Baidu map show that the business state of the store may change.

At the same time, in the public comment platform, most of these stores have no pictures and comment information.

Among them, the information center of the new world store in Chongwenmen, del Hui, is currently the latest message from June 2017, and is also attached with live pictures.

In addition, the reporter called the 8 shopping malls, including Longhua shopping center, Ho Mei Plaza, golden four seasons shopping mall, dynamic Oriental Shopping Plaza, new world department store and Bai Rong World Trade Center, and realized that there was no brand in the mall.

Among them, the new world department store responsible person, del Hui has been evacuated in the second half of 2017, the original location was replaced by an outdoor sports brand in Finland.

The 6 level of the world's mall has been evacuated two or three months ago. The reason for the withdrawal is that the rent is due.

In addition, del Hui official website offline shop area has not shown any city.

Still open to join

It is worth noting that although there are few stores under the line, the Del Hui official website is still in an open state.

The staff responsible for processing franchising affairs told reporters that Del Hui is still open to join, but the main body is Kay Tian sports. If the franchising team operates according to the "de Hui Hui" brand, the staff said that the salesmen should be introduced in detail.

But then the relevant personnel did not give more detailed explanation.

Kai Tian sports was established in December 29, 2016, with a registered capital of 50 million yuan. Its business scope includes sporting goods (baseball, softball), knitted fabrics, and so on.

In addition to del Hui, Kay sports also produces and sells Cage and New York. These two brand names are very similar to the US sports brand New Balance and Skech.

According to reports, in the heyday, del Hui had invited Nicky Wu to endorse and advertise on the CCTV sports channel, Hunan satellite TV and other local stations.

Following the route of leisure sports, del Hui also invited Jay Chou to do endorsements, and once pushed the brand influence to the summit.

However, del Hui, which relies too much on the benefits of stars, has not declined in terms of products.

After that, he also invited Li Guangdou, a brand marketing strategy expert, to change the English name and advertising language for the company.

After this series of actions, del Hui went to the road of listing, but also exposed the company's false accounting information for listing. Because of its inability to clarify itself, del Hui terminated the IPO process.

For the closure of the news, the reporter also contacted Kay sports, but the other side did not accept the interview.

Continue to use brand risk

Some analysts believe that from del Hui also continue to let go of the details of joining, we can infer that Kay sports company may continue to follow the "de Hui" brand name and LOGO, because the brand has formed a certain influence, will not change easily, but in the development of products to do enough efforts.

Jia Yang, Executive Deputy Secretary General of Beijing garment and textile industry association, also believes that the inner strength of del Hui brand is not strong, and its own product development and new market development and maintenance capabilities are weak.

In fact, the sports brand at this stage is not only a price competition, but also a brand research on the speed of new product development and the functionality and aesthetics of products.

Jia Yang believes that Chinese sports brands are not good enough in product research and innovation compared with international brands.

Relatively speaking, Lining has done a good job, but also lacks originality. Many elements still imitate foreign sports.

At the present stage, the consumption concept of young generation in China has improved rapidly, and gradually lost interest in general products.

This requires that Chinese brands should not only be such a face writer as a celebrity endorsement, but also do well in the product itself and do well in the core value of the brand.

Sports brands should be combined with technology and fashion, and continue to innovate. Just like HUAWEI and millet, they will finally win the high-end market occupied by international brands.

With the high-end market as the commanding point, we can retain the low end market share.

Hong Tao, director of the Institute of Business Economics of Beijing Technology and Business University, believes that Kay sports will continue to use the brand name of "de Hui Hui" because the brand name itself belongs to intangible assets, and it is not affected by the enterprise itself. The enterprise can rebuild the factory through the re shaping of the brand, repackage and realize the two marketing. In contrast, the brand name itself is more valuable than the enterprise, so a company will not easily replace the original brand name.

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