Jinjiang Sports Brand Has Once Again Become The Focus.
According to the world clothing shoes and hats net, the total scale of sports industry 1 trillion and 900 billion in 2016, Sports goods And related products manufacturing accounted for 62% of the total. Among them, Jinjiang has 9110 sports enterprises, and the total output value of sports industry reaches 147 billion 230 million yuan, still occupying the whole country. Sports footwear More than 20% of the market share has become an exemplary city.
In the hot spots, we look back on the 30 years of Jinjiang. We can not only see the overall picture and picture volume of the development of Chinese sports brand, but also help us remember, wake up and start again.
Looking back on Chinese history, Quanzhou is one of the famous historical and cultural cities in China. During the Tang and Song Dynasties, Quanzhou was regarded as one of the important starting points of overseas spanportation trade ports and the "maritime Silk Road". It was praised as "the first great port in the East" in the middle ages. Later, in the Ming Dynasty, with the further strengthening of the Anti Japanese pirate ban, Quanzhou port lost its status as an international port.
With the development of China's reform and opening up and the development of economy, Jinjiang, a city in Fujian, Quanzhou, has written a thick and colorful image on the Chinese sports brand map.
From the first pair of sneakers to the famous sports brand, from the extreme prosperity to the devastating crisis, and then to the rebirth of the bath, Jinjiang took only 30 years. Now Jinjiang has 9110 sports enterprises, the total output value of sports industry reaches 147 billion 230 million yuan, and still occupies more than 20% of the national sports shoes and clothing market. It comes from Jinjiang. Anta XTEP, 360 degree and other brands are becoming the backbone of the domestic sports brand.
In recent days, Jinjiang sports brand has once again become the focus.
There are two reasons for this. First, the famous sports brand, del Hui, was declared closed. Two, Ali programmers were rejected for wearing XTEP shoes. The birth and development of Jinjiang sports brand is full of magic realism.
In these two events, del Hui is the epitome of a period of prosperity in Jinjiang. XTEP is the mainstay of today's sporting goods industry in Jinjiang. Although the times are different and the market is different, it is Jinjiang that is wiped away.
Rise: thirty years ago in Jinjiang
For Jinjiang shoe enterprises, 1980s is the starting point of history. At that time, Jinjiang made its first pair of sports shoes.
According to the public description of Jinjiang's first shoe manufacturer, alligator, in October 1983, the first pair of sneakers were born in Jinjiang, the shoe capital, which was made by the Yang Dai shoe and hat factory, founded by the founder of Lin Tuqiu. In the same year, Ding Jiantong invested 2000 yuan to set up the 361 degree predecessor, Huafeng shoe factory. Like alligator and 31st degree, the history of Jordan sports and another basically buried sports brand, Philharmonic, can also be traced back to the early 80s.
The earliest shoe companies in Jinjiang were not even a business, but a small family workshop. This shoe factory can only produce several pairs of shoes every day, but it has become the foundation of the footwear industry in Jinjiang. Over the next few decades, more and more shoe companies grew in Jinjiang, and the business grew bigger and bigger. But the impact from the roots never disappeared.
In 1987, the predecessor of XTEP was founded by Sanxing company. In 1988, another influential shoe manufacturer, Quanzhou Huanqiu shoes and Garment Co., Ltd. was founded. Since then, more and more shoe factories have appeared in Jinjiang.
{page_break}At this time, the birth of the first pair of sneakers has been going on for several years, but these Jinjiang shoe enterprises have not created their own sports brands. For some shoe factories, tourist shoes are the focus of production until the birth of the first batch of domestic sports brands represented by PEAK.
In 1989, PEAK's predecessor, Feng Deng shoe factory was established. Two years later, in order to make the brand more internationalized, the "Feng Deng" brand was changed to "PEAK PEAK". In the same year, PEAK became a sponsor of the 81st men's basketball team by chance and helped the Bayi team win the championship of the year.
The following 90s, all kinds of domestic sports brands sprung up in Jinjiang, and the first batch of shoe companies in the first time launched their own sports brands. In the name of kylk, Lu You, and the name of "Anta", which has emerged as the name of Kyushu Ben K, and now it has grown into the largest sports brand in China, Anta has been born with all kinds of sports brands.
From the end of twentieth Century to the Beijing Olympic Games, it is the golden ten year for the development of Jinjiang sports brand. In this period of rapid development, the Jinjiang brand, which can make money lying on the ground, has begun to awaken.
We began to pursue internationalization, replacing brand names and logo.
Began to seek celebrity endorsements, from the Olympic champion, foreign players, national team, top sports league to entertainment stars, Jinjiang invited all over.
A large number of advertisements began, and from CCTV1 to CCTV5, Jinjiang brand almost covered all advertising hours.
Began to layout in large and small cities, and strive to find their own stores in every golden section of the city.
Began to seek to enter the capital market, Shanghai, Shenzhen, Hongkong, Singapore, Malaysia, the United States, Germany and other stock exchanges have become the target venue for listing.
Peak: glory before and after the 08 Beijing Olympic Games
08 years ago, it was the peak of the prosperity of Jinjiang sports brand.
At that time, although Lining still firmly occupied the throne of the first sports brand in China, almost all of them were Jinjiang brands under Lining. Not to mention that Anta, which has already surpassed Lining, is also known as the XTEP, 31st degree and PEAK of the X sports brand in China. Hongxing Erke, gold lake, alligator, Jordan, noble bird, del Hui, Voight, and so on, and so on, there are hardly any left behind brands in Jinjiang. The Jinjiang brand in this period firmly locked the middle end seats in the sports brand market, and even had the power to nibble at the more high-end level.
But behind the prosperity, there are other worries.
Because of the small workshop style shoe factories, the Jinjiang movement Brand Company's unavoidable situation is family management. There is no such thing as a good or bad management system. But because most of the founders are farmers and their educational background is not high, the companies that are created are often short of scientific and modern company management system. This is almost a situation that all Jinjiang brands can hardly avoid. This problem has not been affected by the dozens of shoes and shoe factories which only do a dozen or more shoes per day. But when the company has become a large enterprise that sells billions or billions of dollars, the disadvantages of lacking modern management system have become hidden risks.
"At that time, there were many problems in the company. For example, there are several restaurants in it. There is an exclusive restaurant in the office building. There is one in the sales department, the other one in the sales department. They often work overtime and use their staff as long-term workers. Senior executives still like meetings every day, but they can't solve any practical problems at all, "said a staff member who worked in a well-known brand.
At that time, the Jinjiang brand was imitated and followed suit, which resulted in serious homogenization of the brand. In 2010, although some companies were listed, no matter which brand of Jinjiang could be asserted, they had left other brands of the same city behind.
Whether it is the Olympic champion endorsement, entertainment star endorsement, or advertising in CCTV, all of them are imitated by other brands after the first adoption of a brand, resulting in insufficient champions, insufficient stars, CCTV5 becoming Jinjiang channel and so on, even landing capital market.
Hongxing Erke was listed in Singapore in 2005, and Anta went public in Hongkong in 2007. Subsequently, alligator chose Singapore to list, and XTEP, 31st degree and PEAK listed in Hongkong. After that, Xi De Long and happy wolf chose to list in the US and Malaysia respectively. Other sports brands also started to compete for the listing.
The 08 Olympic Games are a strange node for domestic brands. This year, Adidas's sponsorship of the Beijing Olympic Games was unsuccessful. Lining jumped to become the second largest sports brand in the Chinese market, and Jinjiang's brand also began to expand rapidly.
Crisis: a massive inventory crisis after expansion
But after the blind rapid expansion, the domestic sports brand quickly broke out a serious inventory crisis. In 2012, the inventory crisis of domestic brands broke out, but before that, small businesses had declared bankruptcy because of the collapse of cash flow.
After the outbreak of inventory crisis, Anta was the least affected among all brands. Compared with other Jinjiang brands, Anta has a higher proportion of self owned shops, so it is cheaper and more flexible. In the process of brand development in Jinjiang, there are few companies that occupy a higher proportion of direct outlets such as Anta.
In order to speed up the expansion, most of Jinjiang sports brand development is more agents and franchisees, and because of this, these companies lack adequate management capabilities for sales channels.
In addition, because the role of agents is too important, Jinjiang sports brand agents provide extremely preferential policies and disclosure provisions for them. After the outbreak of the inventory crisis, the accounts receivable of the company is difficult to recover. When the market is good, it is difficult to maintain the cash flow through bank loans and private lending, and many small and medium-sized brands or even some big brands have declared bankruptcy.
The global sphere mentioned before is so. In March 2013, the annual report of Anta disclosed that in July 2012, it bought Quanzhou globe for 254 million yuan. Quanzhou became famous all over the world. At the beginning of its creation, OEM was the main industry, and its brand "Ali" was launched. In 2005, NBA star Drexler was invited to become the spokesman of the brand image. It was the first Chinese brand to invite NBA stars to speak. When the crisis broke out and was bought by Anta, Quanzhou still had 85 million 356 thousand yuan in bank loans.
The stock crisis is a devastating blow to the domestic sports brand.
Lining repo 1 billion 800 million to buy back stock and sell it through discounts, while the Jinjiang brand is bleak, and dozens of once infinite sports brands can only consume inventory through discounts.
{page_break}But this method is generally effective. In Hongkong, XTEP listed as "the four largest sports brand in China". Until the end of 2017, the inventory was basically cleared and the last part was repurchased at 150 million yuan. Such a large volume of listed companies such as XTEP is still the case, you can imagine how bleak the other brands will be in the crisis. And this is the case. When Xi Long and de Er Hui declare bankruptcy, alligator is rumored to be closed down, and more brands die quietly.
The bigger impact of the inventory crisis is also a serious blow to the brand upgrading of domestic brands. The destruction caused by it is partly due to the sinking of Adidas and Nike, but the bigger reason is the price war launched by Jinjiang brand.
After the outbreak of the crisis, in order to survive, all the domestic sports brands chose to dispose of the inventory with a great discount, 40 percent off or 50 percent off, and even eighty percent off or ninety percent off of the old products on the later stage of the network. The "price war" has greatly affected the brand image. It also made Jinjiang brand and even domestic brand lose its own market position in the middle end, let alone compete with Adidas and Nike in the high-end market.
While the sales volume of sports brand in Jinjiang has declined sharply, some shoe enterprises in Putian and Baoding three new towns have lived very well.
The shoe manufacturers in Putian, which dominate the high imitation shoes in the gray area, are also relying on their own price advantages to create a great threat to the mid market of the domestic brands, while Baoding Anxin is mainly relying on low price sports shoes, but has taken the northern market in a more secure way.
At this time, the Jinjiang sports brand was divided under the multiple attack. Anta relied on the advantages of the proprietary store and its strong competitiveness in the "price war". It almost rushed away from the battle. XTEP and 331 degrees returned to the level of revenue in 2012 after years of waste. At present, many enterprises have declared bankruptcy, and maybe there are still some.
Self rescue: consumption upgrading and brand upgrading
After the concession of the stock crisis, with the upgrading of people's consumption, Jinjiang sports brand has made great efforts, but it is hard to get back to the middle market. The collapse of this boom has overwhelmed many of the brand names that were once impressive and now called "feelings", but it also encouraged the rebirth of brands such as Anta and XTEP. After the storm, Jinjiang is still a force that can not be ignored in China's sporting goods manufacturing industry.
Recently, Anta sports market value exceeded 100 billion Hong Kong dollars, becoming the first domestic sports brand to achieve this amazing achievement. At the same time, Lining has a market value of HK $14 billion, XTEP HK $8 billion, and HK $6 billion value of HK $331. But on the other hand, Shenzhou international market value for Adidas and Nike and other brands once exceeded 100 billion yuan (HK $122 billion 500 million).
Although it is emotionally reluctant to admit it, the fact remains that the gap between the domestic sports brand and the top international sports brands is still quite large.
Once the Jinjiang sports brand can earn money lying down, but now lying on the job as a foundry is even more profitable than standing in front of the brand. This cruel reality may make Jinjiang's sports brand recognize its own gap, take measures to upgrade the brand as early as possible, discover and solve its own problems, and then catch up with it bravely.
Remembering the problem can not solve the problem, let alone Jinjiang's development history of sports brand. Once loved brands melt into the water like bubbles, they can carry more huge ships. Only when the dust is dispersed can we see the way ahead in Jinjiang.
More interesting reports, please pay attention to the world clothing shoes and hats net.
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