What Sports Brands Do We Pride Ourselves On In Childhood?

It is said that the recent dating market has two popular indicators: first, do you have a house, second, do you wear it? XTEP 。 This stem is still in the past two days, a young man in Xiaoshan, Hangzhou, micro-blog fever.

On that day, the young man and the girl were having dinner with each other. After returning home, the girl refused the young man on WeChat. The reason for his refusal was crying: "we are not suitable because you wear XTEP." When the screenshots were put on the Internet, the topic exploded the social network instantaneously. After watching the big guy, he sighed: I looked at the Anta at my feet and suddenly felt that my feet were a little heavy.

Very annoying, I looked at the shoe cabinet. Anta , Lining Hongxing Erke can not help smoking a cigarette in front of the French windows of Beijing Sanhuan house. Is it necessary to fight for a bachelor's life? If the man takes out 8 real estate certificates, what's wrong with XTEP? It's okay to wear POOVE.

I remember that XTEP was the endorsement of Nicholas Tse. Cecilia Cheung divorced him, did he hate him to wear XTEP? Unexpectedly, Ali cultural official Wei claimed this young man. He turned out to be a senior R & D Engineer of Ali. The XTEP brand was also laughing and crying after watching it, but it also made a wave of brand promotion by taking advantage of the opportunity.

A burst of amusement seemed to be complete and settled, but not in fact. When you mention the national sports shoes, your body is still very honest. Relevant research reports show that compared to XTEP, Lining, Hongxing Erke and other domestic brands, after 80 to 00, people prefer the international brands such as ADI, Nike, VANS, Puma and so on.

What sports brands do we pride ourselves on in childhood?

This pair of shoes is said to come from China shoes capital.

Once an annual output of 1 billion pairs, sigh!

For twenty or thirty years, the names of many of the above comments have not been heard.

According to the world clothing shoes and hats net, Anta, Lining, PEAK, XTEP and 31st degree are known as China's top five sports brands. However, Adidas and Nike are their favorite sports brands, according to a research report published by AI consulting about the post-90s VS fashion brand preference.

That is to say, young people do not buy this kind of Chinese local brand with a sense of age. Good-looking, advanced and foreign style are far more important than cheap and cost-effective. But who had thought that these soil dregs shoes had raised countless town youth. They all come from the same small fishing village in Fujian - Jinjiang, Jianghu people, China shoes capital.

Once, global 1/6 consumers wore sneakers from Jinjiang with an annual output of 1 billion pairs. Moreover, most of the Jinjiang bosses are surnamed Ding: they are brothers, some relatives, but close and old enemies.

There is a river in Jinjiang, which is called "Heihe" by outsiders. The north side of Heihe is the village near the river, where del Hui and Meck are born. Jordan headquarters is also here, more famous is the Sanxing shoe building, the predecessor of XTEP. On the South Bank of the river is the shore village. Only a Anta Arts crafts emporium stands in a leading position. Further south is Jiangtou village, which is 360 degrees, and it was also called Buick at that time.

Before 1978, Chen Tai was a famous poor, with an average annual income of only 52 yuan. In 1985, the people's daily broke out the Jinjiang counterfeit drug case which shocked the whole country, of which 45 were in Chen Dai.

With the name of Lining, the gymnast prince, who founded the same name brand in 1989, the Jinjiang people immediately took aim at the next target -- sports shoes. Hundreds of sports shoes were sprung up overnight in the 649 square kilometers of town.

In 2007, Anta became the first stock in Jinjiang sports brand. Its closing market value was HK $18 billion 700 million. After that, we launched the market frenzy. In 2008, XTEP landed on the Hong Kong stock exchange. In 2009, 360 degrees and PEAK landed on Hong Kong stocks.

But as Ding Shizhong said to participate in the 10th anniversary celebration of Anta listing, "ten years ago, no (unknown) enterprises are doing a great job. Ten years ago, a lot of big businesses are gone now."

Looking back now, Xi De Long has decided to go bankrupt. The listed company has been dragged out and exhausted by the constant turmoil. The founder, Ding Liang, has been dead for many years because of his illness. He owed 636 million yuan, and the company was also handed over to others. His performance was shrunk by 90%.

Their rise and fall is the epitome of China's domestic brands. Those who can not be admonished can be followed by others.

Where are these shoes on earth?

Domestic brands can't beat foreign brands, but consumption upgrading can't be avoided. When Chuang brothers were young, a pair of Nike ADI was luxury. But now, living conditions are good, all kinds of sea scouring and purchasing are also many, the original high above the brand has become more and more close to the people.

Not only that, we still have Putian, what kind of fire imitated, all kinds of high imitation original documents, which not only let the international giants have a headache, but also suffer from the impact of domestic brands. They have to avoid their edge and retreat to the two or three line.

Many people who know this kind of question seem to be able to explain some problems. But it can not be said that there are no historical problems left behind by domestic brands.

1. spokesman, who will invite fire? Brand culture is thinner than sole.

At the beginning, you were invited to be a big shot in sports. For example, Anta invited Kong Linghui, and Golden Lake chose Wang Nan, and Xi Long invited the Chinese table tennis coach Cai Zhenhua, and he found Su Maozhen of Chinese football player. And we all broadcast advertisements on CCTV-5. At one time, CCTV was called Jinjiang channel.

But as far as del Hui is concerned, big coffee is almost the same. The market reaction is general. It is better to engage in sports and entertainment. So it cost millions of days to come to Nicky Wu, and advertising is not only hitting CCTV-5, but Hunan satellite TV.

This fire was terrible. XTEP invited Nicholas Tse, who had been endorsing in 2016, and directly upgraded from the spokesperson to shareholders. How many town boys and young men were proud of his pair of beacon shoes?

Del Hui and Anta have been fighting for Jay Chou, and the endorsement price has risen all the way. The final result is known to all. Chuang GE's Jay fan also entered the pit: del Hui, On my way..

Later, mingle and F4, crocodile and Lee Hom, Meck and Show Luo, Stefanie Sun, noble birds and Andy Lau, Xi Long and Aaron Kwok, etc., went crazy.

But the cost of endorsement has gone out, and sales have slowed down after a short rise. The brand relies too much on the spokesperson and fails to adjust the development strategy, resulting in the brand's cultural details being thinner than the sole.

2., I am a copycat. Why do you say I copied?

Talking about Shanzhai, Chuang Ge can only give you a look for you to see.

Anta and the old version of Lining logo are similar to Nike? Do you get a clear distinction between XTEP and Reebok's logo? Lining's Anyting is Possible is not familiar with Adidas's Impossible is Nothing?

This is nothing. When the adidas originator, Adidas king, was at their best, the billboards even entered the NBA and Spanish football league matches. But then it launched a 5 year tort lawsuit with Adidas. Eventually, the Chinese trademark and LOGO of Adi Wang were spanferred to Adidas without compensation.

Similarly, China's Jordan and American Jordan have been dead for four years, and China's Jordan has paid a heavy price. In the early stage of the business, it will be hard to get rid of it.

There are so many people who can sell Adidas, Nike and Reebok.

3. inventory, expansion, spanformation, three big mountains

In fact, the inventory problem has almost become the last straw to crush the domestic sports brand.

Taking the 2008 Beijing Olympic Games as an opportunity, all brands ignored the demand and opened shops as long as the lots were prosperous. The result is too big, easy to pull eggs. By 2013 2012, the Olympic Games began to appear. The total number of stores closed by the major brands exceeded 3000.

Lining lost nearly 1 billion 800 million yuan in the whole year. Enough shoes in Jinjiang have been sold for 3 years. 100 yuan 3, 200 yuan 7, brands began to discount wildly. Many brands choose to abandon sports style at this stage and directly spanform into fast fashion brands.

In particular, there are three radical spanformations, such as the Golden Lake, the joy dragon and the Del - Hui. The good foundation of the movement did not keep, the fast fashion supply chain could not keep up, and it was a mess.

Although thousands of brands are few today, our country cards are stronger than I imagined.

Adidas was founded in 1949, Nike was founded in 1964. For national cards, we need some patience. National cards also need to give us some real confidence.

No XTEP?

It is really not the shoe that counts.

A pair of shoes is just a pair of shoes. What we need to grasp is our life. Let's say this is a man and a woman.

Chuang Ge also wanted to go through XTEP Anta. In my small town, a pair of XTEP, other people tick us to fork, that is not to take the unusual road. But everyone will grow up, do not like it when they grow up, and wear whatever they like.

Many people diss girl: it's a bit wrong to judge people by shoes. Fortunately, it didn't turn out to be a bad thing. But I think there is nothing wrong with the girl's reply.

This year, everyone has their own taste list: New Year's mass WeChat can not do, subscribe to Meng Meng can not do, like PG One can not do, the left nostril than the right nostril big 0.1mm can not do, winter wear cotton wool pants can not do. Then why does this girl get shot when she wears XTEP dating?

From a different perspective, the programmer can see that the daily browser of the woman is IE6, the daily operating system is XP, all kinds of housekeepers in the computer are flying across the window, and 5 G in the trash can.

Besides, everyone, the girl's original saying is: "I don't say anything else. A 27 year old boy still wears XTEP shoes to date. Do you think it is appropriate for you?"

This is the real point without saying anything. It may give a boy a life blow. By contrast, wearing XTEP has been a kind refusal.

Now that we have come to seek lovers through blind dates, we can not imagine that such utilitarian scenes are full of tender feelings and tender feelings.

Taste is a symbol of values and aesthetics. People living together with different views are indeed tired. Girls can judge people by their appearance, but straight men are honest and honest. But they can see what others are saying.

I wish Ali engineers will be successful in their blind date, and wish you all 2018.

More wonderful reports, please pay attention to the world clothing shoes and hats net.