Jin'S Sports Brand Reintegration And Pformation Embarrassment

According to the world clothing shoes and hats net, in 2018, Jinjiang suddenly became the "pformation anxiety city" with multimedia reports.

Jinjiang has a lot of attention labels. As a county-level city, in the past thirty years, Anta, XTEP, 361 degree, and so on have been born.

Listed companies, more than 40 listed companies, have "China Shoes Capital", "sports shoes and clothing equipment famous city", or the largest number of Listed Companies in China.

The two thing that has recently attracted Jinjiang's attention is the well-known enterprises.

The other was "programmers refused to wear XTEP blind dates".

Del Hui He

They are all typical Jinjiang enterprises. Jinjiang is the best developing city for China's sports equipment industry. In the past thirty years, Jinjiang businessmen have stepped out of a Chinese style shoes and clothing manufacturing road.

At the national sports industry conference this year, a leader of the State General Administration of sports said frankly: "a county level city in Jinjiang can get 9110 sports enterprises, and compare all places to find the gap. Is there any reason why my province has not?"

County-level cities "contracting CCTV5 advertisements"

Quanzhou is a port city with a long history. It was the largest port in the east from Taiwan. It was once famous with Alexandria in Egypt during the song and Yuan Dynasties.

Local overseas Chinese gathered and the foreign trade was well-developed.

Jinjiang is a blind county level city in Quanzhou.

According to official data in 2016, Jinjiang's sports industrial legal entity reached 9110, and the total output value of sports manufacturing industry reached 147 billion 233 million yuan, accounting for 34.07% of the total industrial output value. The total amount of tax paid was 5 billion 299 million yuan, accounting for 26.4% of total fiscal revenue, and 21 Jinjiang sporting goods listed companies.

Ye Qing, deputy director of the Fujian Provincial Bureau of statistics, said that Jinjiang's business and Jinjiang's "Fujian Province" culture are very familiar.

He told reporters that CCTV sports channel was once called the Jinjiang channel because many advertising sessions were contracted by Jinjiang enterprises.

For the history of Jinjiang from shoe capital to sports industry, many people can describe the history of industrial change.

Ye Qing analysis shows that Quanzhou has many overseas Chinese and its foreign trade is developed.

In 1980s, there were some small workshops in the area, and some simple footwear production lines were introduced. Many Jinjiang sports equipment enterprises began to make shoes, and now Jinjiang has sports equipment systems such as sportswear and fitness equipment.

In 1990s, some shoe and clothing enterprises began to focus on brands, and the brands such as del Hui and Anta began to appear. The footwear industry in Jinjiang began to increase capital and expand its scale.

In 1999, Anta invited table tennis player Kong Linghui to endorse. After 2000, Jinjiang sports enterprises began sponsoring the advertisement of CCTV sports channel and endorsing sports entertainment stars. The brand of Jinjiang department, represented by Anta and 361 degrees, gained popularity in China rapidly.

In 2005, Hongxing Erke was listed in Singapore. In 2007, Anta went public in Hongkong.

Other Jinjiang enterprises have begun to chase the listing process, and have gathered funds through the capital market to further promote the growth of enterprises.

In 2015, Anta sports shoes sold more than Nike, and in 2016, its revenue was 13 billion 300 million yuan, an increase of 20%.

Why do local businesses have the awareness of big marketing in 1990s and the huge number of people invited to star endorsements in the year? A person who has worked for many years in the State Sports General Administration has told reporters that Fujian businessmen are bold enough to execute hard and dare to fight. When they dare to take up the majority of corporate revenues, they invite celebrities to speak.

He has been involved in the endorsement work of Jinjiang enterprises and national athletes, and has frequently visited Jinjiang and witnessed the rise of many Jinjiang brands.

"These enterprises have broken through and fought for success, and many enterprises have failed in their ventures. Most enterprises have been eliminated in a round of shuffling."

The above persons concluded.

The same is true of the centralized listing of enterprises in Jinjiang. One can taste sweetness through listing, and other families will have imitation effect.

Although the founders of the Jinjiang Department of shoes and clothing are not highly educated, they accept new things quickly and actively connect with the capital market.

Ye Qing said that in the early years, shoes were not only Jinjiang, but also Putian and Wenzhou. Jinjiang, the best developed brand in the world, was Jinjiang.

Reporters in the interview process, including the relevant departments of Quanzhou and sports industry experts, analyzed the final development and growth of the Jinjiang brand, and talked more about the courage of local businessmen, the advantages of overseas Chinese, the brand awareness of marketing and the operation of capital markets.

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Brand positioning gap

A paper announcement made Jinjiang a classic sample of anxiety in manufacturing pformation in the whole country.

At the end of December 2017, the Fujian branch of China Eastern asset management Limited by Share Ltd issued a notice on disposal of claims assets, involving del Hui limited.

The Jinjiang Department enterprise, which once invited Jay Chou to endorse in 2003, officially ended, which triggered a lot of discussions about Jinjiang enterprises.

In the early part of 2018, a piece of news about the rejection of wearing XTEP shoes was widely disseminated in social media.

XTEP official micro-blog in response to the post, set a pair of young men and women wearing XTEP, with the words "high income, stable work, honest, no time to derail, I wear XTEP dating, you will refuse me".

This hot news on the Internet has led to a discussion on the domestic sports brands. How to counter the domestic brand? XTEP has been embarrassed by the well run XTEP. Once the star enterprise del Hui has come to an end, its common problems are the positioning of the brand of the Department in the minds of some consumers or the two or three line brand, and there are still many gaps with the international brand.

According to Ding Shizhong, chairman of Anta's board of directors, Anta released Limited Edition Clay Thomson KT3 basketball shoes to the world last year, priced at 999 yuan for each pair, and thousands of people queued up in shops before the sale, which was unimaginable by Chinese brands in the past.

This shoe has been fry to 5999 yuan on the Internet by consumers.

This year, KT3 is also being tested in the US, with a price of more than 130 US dollars per pair, which Chinese brands could not achieve in the past.

An official report of Jinjiang has said that Jinjiang has developed into the world's largest shoe and garment enterprise processing base, but so far, it has not yet formed an international brand. The processing capacity of enterprises and the operation of the market are in sharp contrast. In Jinjiang, the structure of products, the construction of the market and the operation of brands are at the initial stage of development.

The report said that Jinjiang shoes and clothing enterprises generally employ celebrity endorsements to enhance brand awareness, so that the brand publicity effect has become the same. Simple plagiarism makes Jinjiang shoes and clothing industry suffer from a serious bottleneck, and enterprises have not tried to break through the pformation. Homogenization has made Jinjiang footwear and other manufacturing enterprises choke each other in the local market, let alone the expansion of the national market.

On the other hand, the current environment, including the end of China's demographic dividend, and the increase in human costs, many manufacturing enterprises in Jinjiang are small and medium-sized enterprises. In the case of banks reducing the rate of non-performing loans, capital problems are a bottleneck in the pformation and upgrading of enterprises.

Not only is the Jinjiang department, but many Chinese sports equipment manufacturing enterprises are now facing similar problems.

Zhao Yong, deputy director of the State General Administration of sport, said: "the lack of brand in China, the two ends of the smile curve are basically not in our hands."

Seeking technological help

How to upgrade brand image? In recent years, Jinjiang footwear and apparel enterprises, with strong strength represented by Anta, XTEP and 361 degrees, have begun to invest more in R & D design, and R & D strength and brand strength are also on the way to improve.

In January 12th, reporters in Xiamen visited XTEP from Jinjiang to Xiamen headquarters, visited XTEP's sports science laboratory, and focused on running shoes sports equipment.

XTEP responsible person introduced XTEP Sports Science Laboratory Based on the functions of the four major plates, innovative research and development and application of technology, footwear product comfort and functional upgrading, through professional equipment to enhance athletes' achievements, as well as the preparation of mass services and big data research.

The reporter also saw a similar laboratory at 361 degrees in Jinjiang. Researchers showed reporters the functional effects of running the insole.

As early as 2014, 361 degrees also worked with Baidu's strategic cooperation to build a joint laboratory for big data innovation.

Building a scientific laboratory to make technology sense is also a practice of many international brands.

NIKE official website has introduced the Nike sports research laboratory.

Domestic Anta and Lining also have similar laboratory settings, showing the company's determination to pursue technological sense.

As for the specific input, a domestic brand research and development staff told reporters that their annual investment is about 70 million, which is not a big difference from international brands.

The pformation of shoes and clothing enterprises in Jinjiang is also a representative of the pformation of Chinese manufacturing enterprises, which has aroused the concern of the whole society.

The Quanzhou municipal government is also working to promote the pformation of enterprises.

Quanzhou official briefed reporters on the direction of pformation of footwear and clothing enterprises in Jinjiang. On the one hand, it is intelligent pformation, such as building a technology laboratory "+ new technology, + new functions", from general consumer goods to wearable devices, which is a direction for Quanzhou textile shoes and clothing "old trees to sprout".

For example, 361 degree cooperation with Baidu, in children's shoes implanted eagle eye technology, chip, to prevent children lost, monitoring health, whether the amount of exercise or not.

Local authorities are vigorously promoting the application of graphene technology, hoping to integrate into the development of shoes and clothing.

On the other hand, it is the digital pformation of enterprise production process.

He thinks the latter is better. The former has not seen obvious intelligent application and product improvement in the short term, and the pformation of the enterprise is being carried out in Quanzhou. The result is obvious. A local enterprise has pformed from shoe enterprises to shoemaking equipment enterprises, and has completed the first intelligent flexible shoe production line in the country. A production line of 200 pairs of shoe making capacity per hour has been reduced from 148 to 38.

From the local government to enterprises are actively promoting pformation, another work is to cooperate with research institutions to improve R & D strength.

At present, there are 33 high-end platforms, including the national numerical control technology Quanzhou sub center, the Chinese Academy of Sciences Quanzhou Equipment Institute, the China Central University Intelligent Research Institute, and the Harbin Institute of Technology Engineering Research Institute.

"Cooperative research and development with large laboratory platforms is also a way for many foreign brands to innovate and research. At present, the government is helping to introduce capital and technology from all sides to speed up pformation."

When a reporter visited Jinjiang, a local government official said that entrepreneurs in Jinjiang were stepping up step by step. Entrepreneurs' vision and experience surpassed them. The role of the government is to tie them up and serve them well.

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