Sports Brands Such As Anta, 31St, Lining, XTEP And So On

Sun Yang wears a piece in Jakarta.

On the podium, there was a great uproar.

This incident immediately touched Anta's nerves. Official micro-blog criticized Sun Yang personally and raised the matter to the level of "national interests".

Second days later, though Sun Yang finally wore Anta's award dress, he used the national flag to cover his logo. On the third day, Sun Yang blocked the Anta's logo with a mascot while taking photos.

According to the public earnings report, Anta's exclusive sponsorship of the Chinese Olympic committee spent more than 2.5 billion yuan in the first half of 2018.

From 09 years to now, Anta has invested a lot of sponsorship fees every year, so that its logo can go out with the Chinese Legion.

This incident is a natural reminder of Yi Jianlian's "shoe stripping door" on CBA stadium two years ago.

When Yi Jianlian threw Lining's sneakers on the floor, it wasn't hard to imagine how big the psychological shadow area Lining would be when he spent 2 billion sponsorship fees.

Yi Jianlian used to take off the shoe door.

Perhaps the greater significance of this sponsorship is that people suddenly realize that with the soaring market value of domestic sports brands, Anta,

Lining, XTEP and other domestic sports brands are becoming clearer.

These brands, from the once popular county seat pedestrian street to the current competition in international competitions, also reflect the changing market in China.

The world of Ding family

After the controversy about Sun Yang's "dressing door", a netizen commented on the fact that Anta and 31st degree were not a family. What's the fight?

Indeed, these shoe companies are not only in the birthplace of Jinjiang, but also look at these loud names: Anta's general manager Ding Shi Zhong, XTEP's Ding Shuibo, Jordan's Ding Guoxiong, 361 founder Ding Jiantong, current president Ding Wu...

Without exception, all of them are ding.

In the article from Zhuo Fang of the media platform, searching for the password of Chen Dai's "ten thousand people", the author saw a donation form when he visited the Ding's ancestral hall of Chen Dai, Jinjiang. The donation units above were famous sports brands in China: Anta, XTEP, 31st degree, Jordan...

If we go back to 600 years, these CEOs are indeed "the same origin".

Jinjiang, an ancient city of Quanzhou, is now under the jurisdiction of Fujian, under the jurisdiction of Quanzhou.

Quanzhou was in the Song Dynasty.

The maritime trade leader has the reputation of "the first great port in the East". In the Yuan Dynasty, Quanzhou was also known as the "world's largest port".

As a world-class port of Commerce, Quanzhou has dealings with more than 70 countries and regions: East to Japan, South to Southeast Asia, westward to Persia, Arabia, East Africa and other places, and is an important starting point for the "maritime Silk Road".

When the yuan and Ming Dynasties alternated, the descendants of Arabia businessmen living in Quanzhou moved to Jinjiang and took the word "Ding" as their surname.

Xiamen University professor Zhuang Jinghui's textual research confirms this statement.

This group of Arabs came to the site of Minnan people, who were good at business, and collided and fused with the adventurous spirit of local people who fought hard and competed bravely. Finally, they achieved a large number of "same clan" businessmen.

The spring shoes that spring from the reform and opening

When the Ding people came to Chen Dai, according to the folklore, Feng Shui told their ancestors: if the tombstone is erected before the tomb, there will be three prime ministers in the descendants; but if the tombstone is erected on the grave, the descendants will multiply.

This is the saying that "the three prime ministers are the first to return to the masses."

Senior officials are thrive or thrive? They chose the latter.

Until now, the tombs of the Ding family have been used to erect tombstones at the grave.

Chen Dai's family today has not failed to live up to their forefathers' expectations.

Ding is a large family in Chen Dai, and has more than 20000 people.

As early as 1984, Chen Dai had become the first billion town in Fujian.

On the list of the 2017 national comprehensive strength Qian Qiang Town, Chen Tai ranks twenty-fifth in the country.

Now on the lintel of Ding's ancestral hall, he also proudly hangs the plaque of "Chen Dai Wan Ren Ding".

But in the long period before the birth of several sporting goods giants, the town was not rich, because there were too many people and too few people.

Since the Ming Dynasty, the style of fighting in Quanzhou has been quite serious.

Zhang Jixin, who had been in Fujian for many years, said: "Quanzhou, our province...

Its custom is strong in fighting.

In the early Qing Dynasty,

Fighting has become a serious social problem. Emperor Yong Zheng even asked himself about the fighting in Quanzhou, but in the end it was all over the world.

Until the liberation, there was also a saying about "Dazhai in agriculture, fighting in Chen Dai".

But on the other hand, this may be the spiritual origin of Chen merchants who "love to fight before they win".

Now look at the confrontation between the birds, XTEP, Anta, 31st degree and Jordan on the walking street. It may still be a kind of competition in some sense.

After the reform and opening up, under the leadership of several leaders, Chen Dai people tasted the sweetness of making shoes.

For a time, shoe factories sprang up like mushrooms.

So we can see that these family members at the beginning of the business, without exception, are all reckless: Ding Jiantong, the founder of the 31st degree, was only a suona boy before he made shoes, but he poured all the 2000 lump blocks into the shoe making business without hesitation. Ding Shuibo, the founder of XTEP, entered the shoe industry's first capital, and it was only 500 yuan that he had saved before.

Ding Shuibo's first shoe making platform was made by cutting trees from the hills.

Ding Shizhong, the founder of Anta, is more "visionary".

At the age of 17, Ding Shizhong walked alone to Beijing with 600 pairs of shoes made by his father's hand.

Persistent, he put all these shoes into the Wangfujing shopping malls that shoes makers dreamed of at that time.

These personal struggles were Taiwan (or even the world) at that time.

The historical process of pferring to mainland China is microcosm.

After the massive shift of the industry, more than 3000 shoe and clothing factories rose in Chai Tai.

The end result is that the small area produced 1/5 of the shoes in 90s.

Madman and the crisis of listing

In the early days of Jinjiang, although primitive labor was quickly completed by the low labor cost, along with the foundry tide, the profit of the foundry industry was plummeting as the factory grew more and more and the competition between the peers increased.

In the past, every double OEM could earn more than ten yuan. By the end of 90s, there would be only one or two yuan left.

They have no future, and enterprises and factories must be pformed.

At that time, most factories did not say brand, even factory names were Shanzhai - 331 of the predecessor company called "Buick", which was later strongly opposed by general motors to be renamed by the industry and Commerce Bureau.

Jordan and Adi king are more examples of the Jinjiang brand's naming.

Ding Shizhong of Anta first realized that there was no future in this way.

If you want to bring down the dimension to your peers, you must have a brand like yourself, like Nike.

What does that brand depend on? Advertising.

In 1999, Ding Shizhong held a high opinion on the family meeting. He signed the world men's singles champion Kong Linghui with the 800 thousand endorsement fee, and spent 3 million in the CCTV advertising campaign.

You know, Anta made a profit of only 4 million a year.

Kong Linghui's "I choose, I like" in the CCTV bombing, coupled with his brilliant performance in the 2000 Sydney Olympic Games, asked the spokesperson to create a brand image and get instant results - Anta's sales in that year immediately broke through 300 million.

Seeing that Anta first ate crabs, the other Jinjiang brands also followed suit: they first asked Nicky Wu to endorse and signed Jay Chou for ten years, and Nicholas Tse endorsed XTEP for 15 years from 2001 to 2016;

Later, Aaron Kwok, twins, Cecilia Cheung and Stefanie Sun began to endorse Jinjiang shoes at the same time. At last, the stars of Hongkong and Taiwan were not enough, and the two or three line stars also came to help.

If you still have an impression of the 2003 TV, you should remember that almost all the advertisements on CCTV5 were like this: sports stars / Hong Kong and Taiwan stars wear in sports.

With logo's big close-up.

In 2006, the world cup in Germany was even more exaggerated. 1/4 of the advertisements on CCTV5 came from Jinjiang brand, and CCTV5 was once ridiculed as "Jinjiang channel".

High advertising expenses and the "licensing campaign" really let.

Shoe companies have played their reputation, but because of this, Jinjiang shoe enterprises have planted the seeds of crisis for themselves.

The first is high debt.

The profit of shoes enterprises is already small, and the high advertising cost and endorsement expenses have made many shoe enterprises unable to bear, and have turned to listing and selling at a low price.

All these entities have made great strides in order to go public.

In those days, the dragon was threatened to open 10000 Direct stores in 5 years, but 700 million of them were defeated for two years and declared bankruptcy in 2017.

Jay Chou, the ten year old del Hui, died on the road of listing, failed in listing in 7 years, and finally auctioned off 600 million debt at the end of 2017.

The subsequent financial crisis gave the Jinjiang shoe companies a chill wind.

In order to get out of the trend of the footwear industry in Jinjiang, the listed footwear enterprises have expanded rapidly. This rapid expansion is reflected in the number of shops. According to the Hong Kong stock earnings report, the number of authorized retail outlets in 2011 has changed from 4632 in three years to 7681, while XTEP has risen from less than 3000 stores to 7596. PEAK has changed from 6000 to 8000 in two years.

The most exaggerated thing is Anta.

According to its earnings report released in 2017, the number of stores under its line has been close to 11000.

What is the concept? Hai Lan's home, known as the "Chinese man's Wardrobe", is about 5000, and Anta is two times as large as it is.

Advertisements, such as the spokesmen of the stars and the rapidly expanding stores, have become the "sports brand group of the county pedestrian street" which we are seeing now in Jinjiang.

But this group has undoubtedly differentiated, and Anta and 31st degree brands, which are at the forefront, have begun their larger commercial layout.

Sun Yang's endorsement is undoubtedly a manifestation of this confrontation.

Jinjiang shoe companies are attacking cities in sponsorship, advertising and brand building, but the brand image is still not big.

In fact, "college students wear 360 degrees, Anta, Lining and Hongxing Erke are really low?" there are more than 3000 answers to such questions. At the beginning of the year, there appeared news such as "wearing XTEP blind dates".

This series of sports brands has the same characteristics: from the wilderness to the competition of the local territory, all the way to compete and expand rapidly until the defeat of the king. At the same time, they still have a long way to go in shaping the brand image.

And their ups and downs are the epitome of China's local manufacturing enterprises in the past decades.