Wealth Of China'S "N Shoes" Market

It seems that this is a business that runs counter to the times: the original business model, the shrinking market, the trademark with legal and moral risks, and the uncertain future.

However, in the past few years, the whole Chinese sports industry is permeated with "entrepreneurial hardship" and "capital cold winter". This special soil has quietly nurtured hundreds of thousands of entrepreneurs who have accumulated millions of talents.

The three mentioned in this article

We can not predict how far they will eventually go, or they may only become "flash in the pan" in the tide of industry.

But it is undeniable that they have created almost mythical wealth stories. The fanaticism and huge profits of the market have forced us to rethink the old topic of "what is the essence of business".

According to the world clothing and shoe net, in the 6th day of the first month of the Chinese lunar calendar, on the last day of the Spring Festival holiday, the new Bolun, who had created a sales record of 450 thousand yuan per day, led the flagship store of Shenyang Zhongshan street, striking the advertisement of "Daqing new year, buy one to send three" on the display window.

The first floor of the three storey store is crowded with customers, and the shopping guide is working hard to introduce the rule of "buy one to send three". The shoes of the original price range from 300 yuan to 600 yuan are allowed to choose two.

The brand created by Ceng Deqiang is very attractive.

Before the Spring Festival,

Leading the market promotion conference in Heilongjiang.

Ceng Deqiang, standing at the central stage of The Springs Hotel in Daqing art house, delivered a magnificent and inspiring speech. Dozens of franchisees lined up to complete the signing at the scene.

Just four years ago, the man from Shicheng County, Ganzhou, Jiangxi, was in the same situation as most of the people in Taiwan. He would never have thought that his fate would be reversed in just four years.

Looking at the whole country, the new Bai Lun leader has nearly 5000 stores, annual shipments of 14 million pairs, annual revenue of over one billion yuan, and Ceng Deqiang has also been promoted from billionaire to an entrepreneur who has been away from home.

This "miracle" was born in China, which is several times even tens of times the volume of its "N shoes" market.

1 "go where there is a piece of money".

The Aran business building in Shuanglong Road, Jinjiang is unremarkable. The new group is located on the 6-10 floor of the building.

At ordinary times, Ceng Deqiang was sitting in the 8 floor of the chairman's office, dealing with large and small matters.

The Jinjiang headquarters of new hundred Lun.

He did not dare to slack off. Just around a few kilometers, competitors were everywhere.

On the back, there are two young people who are challenging the position of "N shoes" leading by new Bellon.

"Youth makes great" is the slogan of YG-NIUBAILUN.

Indeed, Xu Yizhi and Xu Wengeng, the two largest post-90s biggest capital, are young.

Even in Jinjiang's story of getting rich, there are few at the age of one billion.

The headquarters of New England

Xu Yizhi, who was born in 1990, is engaged in leather business.

In 2015, Wang Hongtao, who had 30 years experience in the manufacture of sports shoes, found Xu Yizhi. The two began to produce "N shoes" with the British brand of new brun, and set up Fujian Pahang Shoes Co., Ltd. as the operator of New England.

Subsequently, he joined the executive director of the company. He once had real estate and engineering experience, and he was responsible for marketing.

In 2017, there were more than 2000 stores in New England, with an annual shipment volume of about 5 million pairs. Many Jinjiang footwear industry predecessors also could not help sighing, "these two young people can!"

And the new bran leader, Britain's new brun belong to the "N shoes" the first tier of the presidential jogging shoes, the brand belongs to Lin Yuqi.

He came from Jinjiang and Quanzhou, Nanan.

He was born in 1972 and has worked in the children's shoes industry for more than ten years.

Lin Yuqi, founded in China, is a famous Chinese shoe manufacturer.

His brand of children's shoes, Shenzhen Babu (winter Bao sun), was similar to the trademark of Babu bean and had legal disputes with the latter.

But in 2012, the two sides signed a strategic cooperation agreement lasting 20 years.

By virtue of its high performance price ratio and its high market share in the two or three tier cities, Lin Yuqi turned the competitor with trademark disputes into a partner.

In 2015, Lin Yuqi extended the experience of children's shoes industry to the field of sports shoes.

In January of that year, new brun (China) Sporting Goods Co., Ltd. was established and produced "N shoes" with NewBunren as its brand.

Lin Yuqi is the chairman of the company. They also named their shoes "President jogging shoes".

"The three glorious years of the president's jogging shoes are a process of crossing the river from scratch, and feeling the stones," said Lin Yu Qi at the new president's jogging shoes 2018Q3 new product conference held in Xiamen International Convention and Exhibition Center in January 13th this year.

Lin Yuqi, chairman of Zhong Xin Bai Lun (China) Sporting Goods Co., Ltd. (middle red scarf)

It is the tide of the times that has created the brilliance of the "N shoes" industry.

A large number of "N" brands have sprung up in the past two or three years, with a peak of more than 100.

"Now the whole market is popular to do" cottage shoes ", agents need cash settlement, and there is no risk. Just like Jordan in the past, Zhang Quanyi, who worked in the sporting goods industry in Jinjiang for more than 20 years, sighed in an interview with reporters.

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The sporting goods industry in Jinjiang once again witnessed such a grand occasion, which dates back to more than 20 years ago. It was the era of rapid rise of Anta, XTEP and 31st degree.

In the early 80s of last century, the sporting goods industry in Jinjiang started from the original small workshop of the family, started to export overseas by setting up the OEM production of shoe factories, or imitated the main domestic market of Nike and Adidas, then built its own brand by the beginning of twenty-first Century, and then sought to make the brand bigger and stronger. Until now, Anta has been born with the market value of third of the world's sports brand.

Among the thousands of sports brands that have been born over the past 30 years, it is not easy to dig out a brand without any copycat or copied past.

In the embryonic stage of brand initiation, imitation and plagiarism are primitive impulse that can not be evade.

The sign of "Suo Connie" and "Si Kai Qi" on the streets of Jinjiang Chen Dai.

From 1978 to now, China's manufacturing industry has gone through 40 years.

These 40 years are not only the epitome of China's reform and opening up process, but also the pformation made by China to China.

In this process, the survival of the fittest is the only way for the development of the industry.

Under the ebb and flow of sand, enterprises that fail to keep pace with the times or make serious mistakes are inevitably doomed to be eliminated.

The same is true for sporting goods manufacturing. 2012 is the watershed.

On the one hand, the Beijing Olympic Games in 2008 once caused the whole industry to make a wrong judgement, a large number of brands rapidly expanded channels, hoarding goods, resulting in the stock crisis began to erupt in 2012.

It was also in this year that the performance of leading sports brands such as Lining, Anta and XTEP declined sharply, and many downstream brands could not even survive the winter and left the market in a dark mood.

"When Jinjiang was down and crashed, the first thing that all listed companies did after they finished the market was not to be an agent, not a distributor, not to join the business.

So the whole entertainment industry in Jinjiang is on the decline, because no customers come and everyone does their own work, "Zhang Quanyi recalls.

On the other hand, China's labor costs continue to rise, the demographic dividend is gradually disappearing, leading to some low-end manufacturing industries shift to Southeast Asia with lower labor costs.

In the wake of the financial crisis, in 2012, China's GDP growth fell below 8% for the first time in the new century, and the exportation of the carriage slowed down the galloping pace.

All the factors work together, so that a large number of productive forces in this industry chain can not be deployed for the time being.

But the end of the brand does not mean that factories stop production and workers change.

In order to survive, these skilled shoemaking people and equipment have turned to their original way of life.

"Over the past two years, many brands have fallen, but the existing capacity and R & D of enterprises still exist. I have the ability, but I can not do things. This is overcapacity." Fang Yiren, who was responsible for research and development in a "N shoes", told reporters that "the two or three line brand can not have the original market, but can only go back to that year, where there is fast money."

"N shoes" is a fast money full of temptation.

"I don't have a good brand, so I use a more well-known brand to find channels and consumer needs quickly, and I do things better than orthodox things," Fang Yiren said.

The typical representative is del Hui, which began to turn to "N" brand new brun and "S" brand Cage after the decline of the brand which was once higher than Anta ten years ago.

Of all the brands of imported sports shoes, NewBalance has left a huge loophole in law because it failed to deal with the relevant trademarks and intellectual property rights when entering the Chinese market. At the same time, because of its inadequate channel laying, it has left a large market blank.

At the same time, the development of urbanization in China is still advancing at a high speed.

20 years ago, it was walking street and department store that nurtured the sports brand of that generation.

"Our sports brands were able to rise in that era, which is closely related to the overall consumption trend and channel changes in China at that time.

Our channels are based on the rise of real estate in 2002. From the provincial capital to the prefecture level cities and towns, we have studied the construction of pedestrian street in Shanghai and Guangzhou, and we have the place to open an integrated shoe and clothing store, "explains Zhang Quanyi.

And when Anta and XTEP are moving towards new and faster retail channels, the vacancies in the corresponding market and the new market gap brought by urbanization are quickly filled by these hungry and latecomers.

The shopping mall, represented by Wanda, has gradually covered three or four lines of city. The "N" brand takes advantage of its "foreign flavor" brand name, and even more easily enters these new positions than traditional brands.

"These stores will also worship foreigners, as long as they are English trademarks.

As long as I get those big shopping malls, my net will go on, "Zhang Quanyi said.

New Barlun store outside Beijing's South Fifth Ring Road.

2 "if it's a Shanzhai, why do stores have these stores?"

After the production capacity, the channel and the market are all available, the era of "N shoes" is coming.

The first person to smell the times is Ceng Deqiang.

The less than 50 year old Jiangxi man has a round face and looks very simple and honest.

And those close to him say that he is good at judging the situation and will be more aggressive in marketing.

Several close to Zeng de Qiang people said that the 100 million boss was very dedicated and diligent.

He often lives upstairs in the office and gets up around 6. In order to figure out a thing, he can not sleep for days and nights.

Ceng Deqiang, chairman of Jiangxi new hundred lead sporting goods Co., Ltd.

"This is Ceng Deqiang's first big undertaking. 10 billion came too fast, and he is not ready for it," a person familiar with the matter said.

The new wall is leading the wall of the headquarters, which records the story from 0 to 1 billion: new students in 2004, 2004-2008 years of seeking the way, 2008-2012 years of forbearance, rising in 2013, persevering in 2015, winning in 2016, and breaking through in 2017.

In fact, the 2014 is the most critical starting point for the new lead.

In March of that year, the new leader took the lead in the preparatory period. The first order meeting was held 4 months later. The Guangzhou new hundred lead leading shoe company limited with a registered capital of 5 million yuan was also set up at that time.

Then in August of that year, the first store stalls settled in shoe city of Dahongmen, Beijing.

"In 2013, we had the first cooperation with Zeng.

In 2014, he always said that he decided to make a pition, "Wang Lingfei, a leading agent in new Zhejiang Province, recalled in a promotional video." we all think that the market of "N shoes" will usher in a big outbreak.

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One thing that happened in September 2014 is of special significance for the new lead.

Dong Xuanshun, the general agent of a traditional sports brand in Beijing, gave up the original brand agency and moved her family to Anhui to become the general agent in Anhui, who was the leader of the new brand.

"The store broke through 100 houses at one stroke and caused a lot of stir in the agent field." this incident was recorded in the development process of the enterprise, so Dong Xuanshun became the "moving figure" of the new leader in the year.

This also means that the new "N shoes" start to divert the original sports brand agents and compete with them for channels and markets.

In fact, a key factor in the success of N shoes is these sensitive, even desperate agents.

From October 2014 to January 2015, the new lead broke into the peak of the channel, and the stores exceeded 500.

"At that time, I obviously felt that the" N shoes "is coming. It's a good time to land and land," Zhu Jianyang, general agent of Shaanxi Province, said in the promotional video of new parlon. In 2015, he had been in Beijing for more than 10 years as a sports shoe agent in 2015, and opened up a total of more than 120 stores in one year.

This is also the trajectory of most new hundred Lun leading agents. After accumulating the experience of sports shoes agents in Beijing, they were sent to unfamiliar areas to develop the market.

In 2015, the number of new shops led by new Bai Lun reached 1838.

Xin Bo Lun led the market promotion conference, and the franchisees lined up to sign the contract.

For a new brand, how to reach consumers at the fastest speed and let them have the willingness to consume is the most important. Even in this era of electricity suppliers, physical stores and discount are still simple and efficient traditional ways in this process.

The average price of 200 hundred yuan in the new hundred lead the three or four line area consumers.

Yang Suli, the general agent of Beijing, once put her vision in the first level business circle when she first entered Beijing. However, because of the difficulty in entering, Zu Jingao encountered obstacles. Finally, she found the market space which was the new lead in the two level business circle.

Most of the soil is outside the five rings, such as Tiantongyuan outside the North Fifth Ring Road.

"The biggest channel we get is the channel," Ceng Deqiang told the local TV station in Jinjiang during the autumn and winter new product conference held in mid 2016.

At that time, the new terminal had reached 3000 terminals.

"Opening stores in so many places in China, the direct image is displayed in front of consumers. We are particularly benefited from this. We are very much benefited from physical stores and good stores," Ceng Deqiang said.

However, in March 2015, the new leader began to enter the electricity supplier, set up a leading Agel Ecommerce Ltd (Xiamen) and opened Jingdong flagship store.

But the store is still the main channel of the new hundred lead.

"On site signing up shop, free goods shelves, only pay 10 thousand yuan of intent margin" - New balun leading the launch of such a new customer opening policy.

Yu Yang, the agent of Harbin, is the best among them. He first led the new hundred Lun into Wanda.

This matter has been relished in the company.

The industry also recognizes the success of new brun in the channel development. "Wearing N was a popular trend at that time, but the market" N shoe "brand was not available, and even a lot of NewBalance agents continued to pay for the lead.

It is not because the brand is so strong that the agents are particularly strong.

After the start of Beijing, the new lead was also very successful in entering the national market, "one of them told reporters.

Entering a good channel, especially a famous shopping mall, is of great help to the brand.

"If it's a Shanzhai, why do stores have these stores?" one consumer said in social media.

"Now such brands are also exclusive, for example, a store introduces NB (NewBalance), so it is impossible to get the president and the leader to come in," a N shoe agent told reporters.

The rise of the new leader is benefiting from the high quality channels in the early days of the market.

3, the wholesale market is also a quack. In the thousands of people's rivers and lakes, a group of people stand out. Is he a talented person?

In the new lead strategy, it is a key to quickly occupy the core position.

The specific way is to open more shops or even more shops in large cities with multiple business circles, but to open a large store in small cities to fight enemies.

"Now we need to channel the brand out of the channel, and let our brand go deep into the hearts of the people.

Even in the era of weak brands, we need to let consumers feel our size through big stores and many stores, "Chi Xufeng, a leading employee of new century, told reporters.

In fact, this large-scale layout has copied to some extent the rapid expansion of Anta, XTEP and 31st degree before 2008.

In Tieling, Liaoning, new Bai Lun leads a 5 km store on a 1 kilometer street, and it also creates 6 large stores in Hubei Jingzhou.

In Changchun, Jilin, on the Chongqing Road Pedestrian Street, 2 kilometers east and West, the new brun leader even opened 1 flagship stores, 2 main stores and 1 factory stores. The total business area of 700 square meters is 5 million yuan per year, which is a "surround attack" for Nike, 31st degree and President jogging on the same street.

New lead is good at opening up new stores.

In 2017, on the three day of May 1, the new hundred Lun led the opening of more than 50 stores in the country. On the "520" day, 4 stores in Heilongjiang and 3 shops in Huanggang opened simultaneously; in June 17th of that year, the Wanda Plaza store in Fuzhou, Yiyang and Nanning opened simultaneously.

On the day of the opening of new stores, the new leader is always holding the promotion of "buy one get one free" or even "buy one get three".

Last year, the Hanjiang Road store, which opened in May 1, although only 80 square meters, sold more than 1000 orders on the first day of operation, and nearly 380 thousand yuan sales won the more than 3000 stores in Wuhan.

New sales promotion campaign

"Shenyang Zhongjie, Jianghan Road pedestrian street in Wuhan, the main commercial street in the north and south of the Yangtze River, all sports brands are going to retreat, leaving only Anta and us to go forward quickly, which is reasonable.

A single store can do two to thirty million.

There is a sense of existence, "said Zhou Kang, a leading employee of new hundred Lun, told reporters.

Even in the Yanan road of Hangzhou's Wulin business circle, the new Anta took the lead instead of the previous XTEP, which was adjacent to 360 degrees and XTEP.

Ceng Deqiang has stressed the importance of opening stores at various promotional meetings. "We must grasp the market trend of" N shoes "in the next 10 years," red is more red, "and we must be bold in layout and start the market quickly.

For outstanding performance, Ceng Deqiang has never been generous in giving awards.

Liao Jiji Branch received a total of 7 million 100 thousand yuan prize in the 2016 annual commendation conference held at the beginning of 2000 last year. One of them got the highest 2 million 180 thousand yuan.

Mercedes Benz, Land Rover Range Rover and other luxury cars are presented to employees as prizes.

But the material reward is not enough to firmly grasp the hearts of agents.

After all, in this industry, agents with high quality channels are scarce resources worth fighting for.

Ceng Deqiang has another card, emotion.

Each year's annual commendation conference will launch ten "moving people in the country" to talk about the struggle of agents.

"You have to go to the scene to see that there are a lot of people crying," said a Jinjiang insider who participated in the new commendation conference.

People familiar with the matter told reporters that the new Bai Lun led many agents to come from poor families and to experience life's frustrations and hardships. This kind of stirring stories of counterattack could arouse their resonance and inspire their fighting spirit.

"An ordinary grass roots, through individual efforts to become a respectable group of people, will he be enthusiastic? Everyone wants to be respected and recognized." Zhou Kang said, "wholesale market is also a quack. In the thousands of people's rivers and lakes, there are a group of people coming out. Is he a talented person? I don't care what your origin is.

Ceng Dehong, a big brother in Shenyang, was one of them. He came to Shenyang alone in 2014.

"In the past few years following Shenyang's eldest brother, we feel deeply that our sun is coming," a new employee from Liaoning branch said in a promotional video.

"To open up the northern market and have nothing to do with my wealth and reputation is my unshirkable mission in my life," Ceng Dehong, who was chosen as the leading figure in the national movement, said in the video that he had not returned home for two years, and shipped with his colleagues in the new year. Liaoning's performance in 2015 was second in the whole country, and in August 2016, he opened 40 stores in Jilin.

Shenyang Zhongjie, new hundred Lun leads the flagship store.

His Middle Street store in Shenyang is a marketing example set up by the new leader.

Agents from various provinces once visited the store to observe the experience of selling 25 million yuan annually.

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This kind of irregular collective learning is another way to promote terminal sales by new lead.

In the middle of November last year, the new leader took the lead in cooperation with Chuang Chuang stock to carry out the "100 day war" marketing conference.

In 4 days and 3 nights of training, 15 stores became test templates, and district teams took turns PK.

"Winning one hundred days, doing well in the new year", "disrupting the market and sending 2000 pairs of shoes free", these slogans are always visible at the learning scene.

The sales representatives took the oath of red headed rope and did not meet the criteria on time. They accepted the group's punishment and shaved their heads, eating chili peppers.

Xin Bo Lun took the lead in the "hundred day war" marketing war held a few years ago.

4 "our fashion cycle is 180 days ahead of them."

Although new brun leader is longer than channel development, the speed of expansion of a brand is always limited.

In the initial stage, because of the high threshold of its agents and the high demand of the market, many agents wishing to do "N shoes" business choose to embrace other brands.

New England has seized the opportunity.

Mr. Xu Yizhi, President of the British new stock group.

"There was no need for publicity at that time.

The agent came over and asked how much we had to do, "Xu Wengeng told reporters, he regarded his first step as luck.

There are not so many inspirational stories in new British agents. They come from traditional industries such as real estate, home textiles, and glasses.

"Although they do not have relevant experience in shoe clothing industry, but have funds, have good shop resources, to be a province of agency," Xu Wengeng more value their investment strength, "the general company guides them, in which province, where to open, how to invest, how many, this business can be done, this customer is a good customer.

The most important thing in doing business is money and honesty. "

Britain has not entered the e-commerce channel at the present stage, and Xu Wengeng believes it will affect the business of the store.

This year, he said, British New Britain began to make a direct attempt at several markets.

In some important shopping malls, pedestrian streets and benchmarking locations, New England will support props and decoration.

For many years, shops that rent hundreds of millions of dollars can top 10 small stores.

New store in England

"As long as it is a good shopping mall, we must have an effect in entering, the most important thing is to stop at this place, and enter a good business circle is more important than brand.

Sometimes we even need to adjust our brand and production strategy according to the channel, "one of the agents told reporters.

In contrast, the president jogging in the children's shoes industry did not pay much attention to channel construction in the early days. "Jogging basically did not enjoy the bonus of" N shoes "at that time, but the jogging of the president has slowly led the way in Beijing," Xu Huizhong, the industry insider, told reporters.

President jogging shoes, children's product line stores.

In Xu Huizhong's view, the president's jogging shoes are better quality.

This is closely related to Lin Yuqi's experience of shoemaking for nearly 20 years.

As a result, the price of the president's jogging shoes is higher than the new one. The price of the jogging shoes is between 399-699 yuan.

Britain also has a similar positioning of new brun high quality high-end brand, the tag price ranging from 400 yuan to 800 yuan.

"We do not do low-end, our pricing is the traditional Chinese brands above, the international high-end sports brand below the interval.

We set four hundred or five hundred of the market competitive, "Xu Wengeng said.

For agents, high pricing means higher profits and shorter cost recovery cycles, which often drives them to shop more quickly.

Since last year, Britain's new brun has gradually rebuilt its brand culture, which reflects itself in the emerging brand of "N shoes".

"We will focus on the strategic core of young accent, comprehensively promote the internationalization of the image, and create a fashionable influence of" N "with British classical culture, so as to seize the fashion discourse power with a youthful posture and unique accent.

To make the British Newcomen a leading young brand of fashion and fashion, "Xu Yizhi said in a speech at the spring and summer new products fair 2017."

There are some differences in the concept of American leisure between the new century, the British and the classic.

In addition, R & D is also the advantage of New England, and Wang Hongtao is an experienced shoemaking industry.

On the first floor of the company's headquarters, Xu Wengeng showed reporters the R & D Department of nearly 200 people.

As a post-90s, Xu Wengeng thinks he knows more about young people's preferences. "We know what a market demand is for a pair of shoes.

My personality is more open, and I think the innovative things are more accurate.

Ah chi (Xu Yizhi) is more introverted, looking at retro.

Two kinds of combination, plus Wang's experience, our products are not excellent.

In this industry, I dare say that our R & D is definitely the leader.

Xu Wengeng pointed to a black air cushion shoe on his feet. "This one is the explosive charge, more than 500, many of the industry is simulating this."

He turned out the photo of Liu Yan, the brand spokesman of his cell phone. "Look at the same color of Liu Yan, the color matching has the characteristics of our company."

Fang Yiren, who worked in "N shoes", told reporters that Jinjiang's "N shoes" brand is faster than NewBalance because of its flexibility. The development of cottage brands has a time lag with domestic brands. We bought the latest samples from Korea and Japan, and domestic NB may not be online yet, our fashion cycle is 180 days earlier than them.

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5 "what is brand, celebrity endorsement is brand, shops are everywhere, brand is everywhere".

With annual sales rising to one billion volume, the brand of "N shoes" has begun to receive more attention.

The resources with popularity are very important for expanding channels. At least in many agents, this means that they are acting as a big brand.

And the channel is the key to win the market of these "N shoes". First come first served is the rule of this industry.

Ceng Deqiang needs to give the new century more historical and connotations.

Before the establishment of Guangzhou new hundred lead leading shoe industry Co., Ltd., Ceng Deqiang took the lead in running the new blue line with Guangzhou blue fish Shoes Co., Ltd., which was established in September 2009.

A promotional video released by a new lead broke out to explain the relationship between the two: "in the middle of 1970s, jogging was popular in the United States.

Once the new lead was launched, it swept the whole American jogging world.

From the south to the north, from the United States to China, the new Bai Lun leader, who advocates comfortable and happy walking, leads the blue fish industry with a common belief and common goal.

In 2014, the blue fish industry officially became the exclusive carrier in the new China.

Join the new lead, and join hands to create a blue ocean of wealth.

Video also appeared in Jobs, Andy Lau, Shawn Yue and other celebrities wearing "N shoes" photos.

At the very beginning, the new brun leader got a trademark through the pferee: the letter "N" plus the graphic combination of the stars.

At present, the trademark used by the new hundred Lun leader is like this: there is a letter "N" in a circle of stars, with the Chinese "new lead" and the letter "NEWBAILUNLP", which was registered in April 2015.

However, in the use of trademark products, the new lead broke down the steel seal stars around the letter "N", and the number of them was less than that on the trademark.

Since 2017, the new leader has changed the practice. "We also know that we have these problems, together with the obvious stars to fight the brand," Chi Xufeng said.

In order to avoid controversy, the new leader will emphasize his origin. "We now have notices in store. We are the leader of China, not NB," Chi Xufeng stressed.

With the concept of running, the new leader has also caught the gust of running men.

In May last year, the new leader launched a strategic cooperation with the Zhejiang broadcasting and TV Group's Internet broadcasting platform, China blue TV, and became the total naming operator of China blue TV "run bar" area.

Xin Bang led a strategic cooperation with China's blue TV.

"As a leader in the industry of" N shoes ", it has set a new tone for brand pformation and development, opening up a new era of brand entertainment and marketing." new brun is leading the WeChat public "to describe this cooperation.

On the 2018 spring summer new product conference held in October 2017, Zhejiang TV host Hua Xiao came to the scene and took part in the party called "the voice of dreams".

"Hua Shao came" and even became the theme of the activity that night.

In addition, the new paulun leader is also sponsoring the WBO heavyweight intercontinental boxing championship with another two brand named S.

China blue and WBO are the two major marketing resources that lead to the new brand.

Compared to the new lead, the Nb and President jogging shoes have more resources in marketing, which can make up for their temporary turnover in the overall turnover.

When Liu Yan came to Fujian in November last year to shoot advertisements for New England, Xu Wengeng was very excited. He even defined the instant of Liu Yan's commercials as "the historic moment of Britain's new blun", and its order was also focused on "rock force bloom".

In July 2017, Xu Wengeng signed a contract with Liu Yan on behalf of New England.

"What is a brand, a celebrity endorsement is a brand, and shops can be seen everywhere as brand names," Xu Wengeng said.

But he cares more about innovation and wants to play different things every year.

The selling point of the 2016 new product conference is waterborne T show.

"(2017) August 8th, in many parts of the country, ordering meetings was held. This is the first time in the industry. It has been quite sensational, and the traditional brands in the industry have not done such a large-scale marketing for decades.

The effect is very good. In just 2 days, the cash flow of the order broke by 60 million.

But he said that this year will not be used this way, music festival may be a new direction to consider.

President jogging shoes are more abundant in marketing resources.

In April 2016, the president jogged to become Rio Olympic Games Peru and Tunisia delegation sports equipment sponsors.

President jogging shoes become partners of Peru and Tunisia Olympic Committee.

Since then, President jogging shoes have continuously sponsored the world women's Volleyball Grand Prix NingBo Railway Station, the international men's basketball four nation invitational tournament Zhangjiagang station and the marathon race of Ji'nan, Songshan, Changde lancet lake, Shanghai and other places.

The most famous resource is Jimmy Lin.

In August last year, President jogging shoes held a new spring and summer conference with the theme of "loud noise and new height".

Jimmy Lin appeared in a white T-shirt with a circular jogging logo, and sang the "seventeen year old rainy season" before more than 2000 participants.

Jimmy Lin's racing suit is printed with the trademark of the president's jogging shoes on the chest.

This circular trademark is not the usual New bunren for president jogging.

Because NewBalance was prosecuted for infringement of trademark rights and constituted unfair competition in 2016, jilt Co., Ltd., President of jogging shoes, was immediately sentenced to stop using the "N" logo at the first instance, and the compensation for NewBalance was 3 million yuan.

"The president was forced to change the label, which was used to label Jimmy Lin," a person familiar with the matter explained to reporters.

Nowadays, in the major activities of president's jogging shoes, Newbunren always appears with the circular logo "PRES-JOG".

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Two trademark images of President jogging shoes.

6, "enterprises achieve one billion, all kinds of bottlenecks appear."

In the chicken soup successfully learned, heroes often do not ask where they come from, but in Fujian, which is rich in local feelings and business associations, their origins can decide many things.

In Xu Wengeng's view, the biggest advantage of New England is his Jinjiang identity. "This is a very good atmosphere, a congenital advantage that others can't get."

When Britain's New Berlin was in trouble, Jinjiang people from all over the country always helped the young man.

In his experience, even agents prefer the Jinjiang brand. "I often receive calls like that. I say we are Jinjiang, and they say they want to do it with us."

This advantage is also reflected in the supply chain.

At present, nearly 20 generations of factories are processing for New England. Many of them are chewed out by friends through Xu Wengeng. "Most of them only make big international brands and can not produce good products.

With the rise of the new hundred lead, Ceng Deqiang, who left his hometown more than 20 years ago, returned home and had more ties with his hometown, Shicheng, Jiangxi.

As early as in 2012, under the policy of attracting investment from Shicheng, Ceng Deqiang's blue fish shoe industry was completed in the area of a more than 20 thousand square meter factory with an annual output of about 2000000 pairs of shoes.

In July 2015, Shicheng announced investment promotion. The new leader will set up headquarters and plant in Shicheng.

Jiangxi new hundred lead sporting goods Co., Ltd. was registered in the same period.

A year later, Ceng Deqiang was elected as the Fifth National People's Congress on behalf of Shicheng County, Ganzhou.

In November 2017, the "new hundred lead" cup and the world model competition China finals ended in the southern city of Jiangxi.

In January 2018, the new stone industry park opened formally. It took less than a year and a half.

This is undoubtedly the highlight of Zeng de Qiang's life. On the day of the party, he said three times "very excited" and repeatedly said he was "very nervous". "God gave me this opportunity to enjoy the glory that I dare not think of," Ceng Deqiang almost choked.

He thanked his wife. "My wife is very beautiful. Today we have half of my wife's career.

She was obscurity and conscientious and broke the heart of the company.

But every time I stand on the stage is me, so today I want to invite her to the stage, please give her applause.

Ceng Deqiang's action set off the climax of the whole audience.

He did not forget to thank his parents, "they taught me to be honest and hardworking."

Later, Ceng Deqiang led the company executive to a glass of red wine and walked to the stage and made a deep bow.

The host of the evening party also praised the new brun leader as "a sudden rise of business myth" and "crowding into the ranks of China's ten major sports brands".

But to achieve the goal of "quadrupling the three years and quadrupling the six years", the new leader has faced many difficulties at the moment.

The new industrial park's investment of 500 million yuan is not a small sum.

Self built supply chain is also forced by the situation.

"Now the industry situation is changing, the foreign trade is shrinking, the wholesale is shrinking, and the brand is the only one who integrates itself with the supply chain. The integration is marginalized," Zhou Kang said.

There are dozens of supply chains in the new lead.

And the sales volume of tens of millions of pairs has put forward high requirements for the supply chain itself.

The quality of shoes has always been a problem to be solved for the one billion magnitude new leader.

"The leading runner achieves one billion every year, but I am not optimistic.

The quality is not enough, so we can't do it in the long run, "Xu Huizhong said.

In order to ensure the expansion of channels, the new lead led to a reduction in Shipping discounts.

But in order to ensure profits, we must search for more space in the upstream supply chain.

This puts the brand in a dilemma: the construction of its own supply chain still takes time, and it consumes a lot of cash flow, and the factory can not guarantee the price performance ratio.

To this end, the new baton leader has begun to increase the proportion of Direct stores, and this year will also be strengthened.

For the new leader, 2018 will be a very crucial year.

People in the industry made a clear statement in an interview with reporters. In the past two years, it can be said that it is the life and death period of the leading race. "One billion of enterprises, all kinds of bottlenecks have appeared."

Xu Wengeng also knows the problems of his own model. "We will encounter bottlenecks in two years.

In 2016, it began to pform, to the following agents with the team, professional managers are different.

For Jinjiang's traditional sports brand, Xu Wen Fan said, "we have too much weight with them.

A good business must be precipitated before it has strength.

There are so many enterprises in Jinjiang.

Most of the local "N shoes" brands are just "flash in the pan", and many even fall on the starting line.

The agent who has been jealous of the business is going to do it alone, but if the order is opened, it will not be clear.

There are even several companies that imitate Britain's new company.

In August 2016, the Fujian Bon Heng shoe company, a new operating company in New England, issued a statement on "selling fake and shoddy products online": the emergence of Internet sales channels (such as Taobao, Jingdong, micro business, Tmall, etc.).

Graphics and the products of the British New brun shoes Group Limited, our company has not authorized the use of trademark sales products, all fake and shoddy products.

In December last year, local economic investigation and industry and Commerce investigated another company that mimicked the product of New England.

"Many people are arrogant. When they see their boss, they also want to be a boss, without assessing their abilities.

The same dish, you do not know how people do it, and what they do, and through which aspects can they succeed.

You can also feel that you are successful.

After finishing, I found that it was totally different from what I thought, "Xu Wengeng said frankly.

Like other sports brands, "N shoes" also need to go through traditional processes such as R & D, production and terminals, and deal with more difficult trademark issues.

Market capacity determines that only a few players can break through and become a phenomenal brand.

7 "why is it wrong?"

From a business standpoint, the word "N shoes" is successful.

After all, when many traditional sports brands are showing signs of decline, "N shoes" can go against the trend and cause great impact on them, even for NewBalance.

"Us genuine NB doesn't sell us.

I can say boldly that in many places, we are next to the shop, bigger than the shop, better decorated than he is, and more products than he is, and he won't be long enough to thank the booth for moving away, "one of the" N shoes "practitioners told reporters.

But compared with other brands of the same magnitude, the "N shoes" brand is still secretive. The public information available is extremely limited, and their founders rarely appear in the mainstream media view.

Most of the reports are about their trademark disputes, or the technical stickers made by netizens about how to distinguish all kinds of "N shoes".

The attitude of consumers is also divided into several groups: "it is not a problem to wear, but most of the quality is good.

The price can also be reduced by more than half.

But after all, it's a fake.

Misleading or confusing consumers are more or less exist, and return is not a simple process.

Xu Wengeng initially set the 400 complaint phone in himself. "Before I received such a phone call, I consciously trained. When consumers came in, I told you what brand we are.

Now, Liu Yan will not be able to make any misunderstanding.

If there is a quality problem, Xu Wengeng says that he will record each problem one by one.

He admitted that it was a mind to be called "cottage brand", but there was no need to refute it. "Just like a celebrity has an affair, without scandal, you will not be red.

If you get a scandal, you will get a high exposure rate.

Someone has talked about you, which means that you have done a good job. "

Warehouse logistics center opened in autumn 2016, UK

On the legal level, although disputes about trademarks continue, it will not have a fatal impact on the already established "N shoes".

Even in some disputes, the compensation for hundreds of thousands of millions of dollars is not unbearable for these billion dollar enterprises.

Moral criticism is more like the sword of Damour Liz, hanging on the heads of enterprises who have realized their wealth dreams.

On the Internet, the names of these brands are always associated with such words as "counterfeit", "Shanzhai" and "fake".

Zhou Kang doesn't care about this. "ZARA's boss has been the richest man in the world, but there are hundreds of tort lawsuits in every minute. Do you think he is noble? All over the world, textbooks in order to commend ZARA, he is a channel brand.

What is a channel brand? ZARA is stealing.

I am the ZARA of China.

I sell what is popular, why am I wrong?

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Many people think that the word "N shoes" is not only wrong, but on the other hand.

"I want to applaud these cottage brands without violating the state regulations. Two did not hurt consumers' rights and interests, and they made money from foreign companies," an industry insider told reporters in Jinjiang.

Right or wrong, it's a risky business from the perspective of the operation of "N shoes".

Just like the utilitarianism of British philosopher Jeremy Bentham: the highest principle of morality is to maximize happiness, to make happiness more than pain, and any act that maximizes happiness or happiness is proper behavior.

But this result oriented criterion often ignores moral and social responsibility by measuring the value of anything, such as brand value, in a quantitative way.

"Many people just can't eat grapes and say grapes are not good.

You say I want to discard this dish now, how many people rush to come? "A" N shoe shoe "boss said so.

For them, "N shoes" are the trump card in their life gambling.

Even for some people, the existence of "N shoes" is also a kind of value.

"People use 300 yuan to buy a product like NB, and it feels good to wear it. How can it be wrong? Is it not the same in the first 30 years of China's manufacturing industry? First imitation and innovation," Zhou said.

For agents and supply chains, "N shoe" has undertaken some low-end production capacity in Jinjiang, and has trained hundreds of millions of millionaires.

"We sold more than ten billion last year, sold 14 million pairs of shoes, and this year we plan to sell 25 million shoes.

May I ask how many of Jinjiang's great sports can be done? This is not a miracle. All our dealers have gone crazy to set up shop.

Is this our flickering? We have to taste the sweetness.

We have formed an industrial chain to drive 200 enterprises. How can it not be called value? "Zhou Kang said.

If we ignore moral disputes, "N shoes" is an interesting proposition in the Internet age and the new retail context.

Because of the unbalanced development of regional economy, the consumption standard of nearly one billion effective consumption groups in China is far from the same level, which constitutes a unique fashion map.

In space, almost all international brands are concentrated in the first and second tier cities. They are like the "spring snow" far from the low line market, which can not meet the larger three or four line regional consumer demand.

The product of "N shoes" can sweep the low line market with the name of "high price" and "foreign flavor" brand name, so that young men and women can follow the first tier cities at a lower cost, even online fashion.

On the time line, the difference between the five line area and the first line area is 35 years and ten years.

This is why different standards can be used to see "N shoes".

In the eyes of consumers in the low line area, the "N shoes" that are good at borrowing from the traditional domestic brands represent consumption upgrading.

But with the consumption ability and aesthetic judgment of consumers in the first and second tier regions, "N shoes" undoubtedly created a kind of "consumer demotion".

Such differentiation is not uncommon in any field - music, movies and electronic products are everywhere.

If we look at this trend in a larger context, the rise of "N shoes" in 2014 is the year of rapid development of these brands such as fast hand, VIVO and OPPO. The former has the label of "grounding gas" or even "vulgar taste", which also occupies the three or four line city pedestrian street.

This kind of brand has cut down the traffic redistribution dividends brought about by the economic development of urbanization and the subsidence of mobile Internet.

What is more worth discussing is that the rise of "N shoes" is completed in the "ancient" form of physical stores.

Online shopping covers the vast majority of products, electricity providers occupy a larger proportion of sports brand income, fast fading brands gradually withdraw from the pedestrian street, "N shoes" are against the trend, sports shoes, the most elementary daily necessities, can be maintained online and strong vitality.

County, town and even Township, these three or four line areas have their own crude and rugged laws, the Internet can not wipe out the physical shops here.

The reasons here are complicated.

No matter how the world changes, the county economy is rooted in the economic pattern of vast soil in China. It still has a shadow of Fei Xiaotong, a sociologist, 70 years of work.

"In urban life, people who come into contact with strangers all day long need to have their names and correspondence in their bags.

It is meaningless to stick a photo ID card in a rural society.

In a village there can be more than a dozen "big brother Wang", and will never be mistaken for people, "Fei Xiaotong wrote.

In the acquaintances society, the existence of the group of salesmen has played the biggest role in the "eye drop" and "stone proof".

Their recommendation and explanation is a more reliable credit than the rating on the electricity supplier.

"N shoes" appeared in the right place at the right time.

8 "in the end, we must be ourselves".

Many people in the industry admit that they have looked down on these "N shoes" brands, but the reality is that more people have joined the ranks.

Some people just regard this as an ordinary job, just like most sports practitioners in Jinjiang always rotate between brands.

But they are reluctant to review the experience.

"Working in cottage brands is a great harm to personal career passages," Fang Yiren said.

He worked in a "N shoes" for a short time, where wages were about 10% higher than that of the same industry.

If it is a management position, the salary of "N shoes" brand is often two times higher than that of the industry.

Jinjiang street, "new banglun crown new hundred Lun" sign.

There are also people like Zhou Kang who think that "N shoes" can be used as an experimental field, and its greatest value lies in the following changes.

"The only value of the new lead is to turn it into a new brand for reengineering.

Through the Shanzhai version, precipitating the first barrel of gold, and quickly connecting the channel, the layout of the main business circles in China, the position has, the product has, the team has, then makes the pformation, "he said.

In the early days of development, "N shoes" drew heavily on the way Anta and XTEP went through in the past era, and made large scale by rapidly laying channels, but this way was not sustainable.

"Enterprises can use Shanzhai when making quick money," Zhou Kang said. "But in the second stage of development, the new leader needs to be adjusted and innovating."

This is also the future that most "N shoes" practitioners see. When the channel and team are ready, they will appear as a new brand.

However, such a broken arm needs great courage to survive.

Faced with the wealth temptation of "N shoes", few people are willing to pay a heavy price for pformation.

Even if we take a risky step, pformation requires solid enterprise information.

"31 degree" was changed from Buick to the past. They are conscientious and conscientious.

If the quality is not in the lead, how will it be changed? "Xu Huizhong questioned.

But now, the new leader has no time to take these good daydreams into consideration. Whether it can survive the next 2 or 3 years is the most realistic challenge. After all, the problem of product quality, supply chain and capital chain is bothering the enterprise.

On this point, Chi Xufeng is confident, "we have a 300 day judgement, that is, from last year to the beginning of this year, there will be obvious shuffle in the market. Many" N shoes "are making quick money at the beginning. After 300 days, we can not make money and run away. We will have more space in 300 days without so many messy brands.

The changing market trend is also worth worrying. How long is the popularity of "N shoes" is a question mark.

"This kind of sports and leisure wind energy can not keep fire, it is hard to say that consumers will have visual fatigue.

A lot of big international cards are red, but they don't focus on R & D, products are short-lived, and one or two years passed, "Xu Wengeng said." but he believes that the market demand for leisure and antique shoes will always exist. "People are slowly moving up. You can only start with traditional Chinese brands, then on top of them, like us, then international brands, and then luxury brands."

But it is certain that no matter how the fashion trend changes, "N shoes" will become a category of sports shoes.

"If we insist on the" N shoes "this super value, price, style, comfort, this classic retro will have a specific consumer group, may shrink, but 1 billion to 500 million what harm?" Zhou Kang said.

This also means that the dream of "100 million pairs of shoes" led by new brun needs other brands and products to bear.

Gradually, the new leader broke the proportion of retro footwear from half past seven or eight to half, adding other styles to distract the trend.

New England has not confined its future to this way of operation. Although many people still sell various kinds of sports shoes trademarks to Xu Wengeng, he knows that Britain's new business is at its peak.

The example of the new paulun lead group is the "S" brand.

Not long ago, Sri Pik singe was worse than ever. The Fujian Provincial High Court ruled that it infringed Cage's trademark rights and compensated 3 million yuan.

"Human development is not necessarily how much money is made," Xu Wengeng wants to change.

He began to practice calligraphy in his office, and asked many famous people to inscribe them.

"Take another two or three years to settle down and take an international brand," Xu Wengeng plans.

But more importantly, there have been some changes in the direction of the wind.

As NewBalance wins several times, it leaves less time for domestic "N shoes".

"We must cherish the time we can steal now," Zhou Kang said.

The new leader has an ambitious plan to achieve 50 million shipments in three years and one hundred million pairs in 2023.

Last year, Anta's performance was about 60000000 pairs, and the biggest sports brand in China was only one hundred million pairs by 2020.

Ceng Deqiang's dream is very big: to be a hundred years' foundation and 100 billion enterprises.

At the seminar held in January this year, the new leader took the lead in the new year's strategy: "winning quickly and developing at full speed", which continued the brand's past strategy.

"Stealing" is not big. We should still be ourselves, "Zhou Kang said.

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