Cheng Weixiong: Will Jordan Ever Renown The "Shanzhai"?

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In April 9th, the Beijing Commercial Daily reporter inquired from the website of the China Securities Regulatory Commission. As of April 4th, the China Securities Regulatory Commission has received 15 initial and issuing depository receipts, among which Jordan sports is also on the list.

It is noteworthy that Jordan sports was successfully listed in 2012.

This is because on the eve of the listing, Michael Jordan, the US flying man, appealed to Jordan sports in the name of "disputed trademark registration to damage his right to name", which made Jordan sports go public.

Then in seven years, Jordan sports never gave up the idea of going public: Michael Jordan and Nike Jordan were on trial while preparing for the re listing.

In 2016, Jordan sports again put the listing plan on the agenda.

According to the insiders, the meeting will be closely related to Jordan's changes in sports, but the best time for Jordan to go public is over. If Jordan sports can be successfully listed, how to use it is crucial to the future development.

1, what is the significance of Jordan sports once again?

A: after the best development cycle, Jordan missed some opportunities for the rise of the local big health industry because of the dispute over the trademark intellectual property rights. Of course, because of the delay in the listing, Jordan reassured the main business and adjusted the operation and internal control development.

Slow growth, in the right direction, still exists.

2. Has Jordan missed the best time to market? How does this affect the development of Jordan's sports?

A: from the premium of listed capital, it is inevitable to miss the best time to market. However, there is no distinction between early and late in terms of the growth of enterprises.

Of course, the delay in listing has led Jordan to lag behind the local competitive brands in the pformation of brands, products, channels, organizations, operations, supply chains and technology.

3. What is the biggest impact of Jordan's multiple sports violations on his development?

Answer: the delay in trademark intellectual property rights leading to postponing the listing is not the deadliest. The biggest impact must be on the user experience and the loyalty of users. Jordan is a IP with his own traffic, but the two sides have not settled well. After the confirmation of Jordan's infringement, he needs to identify and distinguish between the brand communication, product packaging, store image and so on. The original brand and image have been precipitated for many years, and have been deeply integrated with the brand DNA. The new brand, the new image, the new packaging and the new communication, which meet the needs of the law, have been launched to meet the needs of the users and the new users. This is undoubtedly a challenge and risk.

4, Jordan sports if successful listing, which financing should be mainly used for what aspects can help Jordan sports grow fast?

A: after listing, it is more pparent. How much money is available after financing is still helpful to Jordan. Whether or not it will enable Jordan to grow rapidly in the current market environment, there are still many variables.

When local brands reach the top of Anta, Lining returns and XTEP gradually feels, Jordan and XTEP are in a very awkward position in the market competition, while their performance is decreasing year by year. At the same time, they have struggled for several times, hoping that it will not be possible to favor all the local sports brands. The international brand Nike and Adi have already begun to take advantage of the active layout of brands, products, stores and scenes in sports segmentation.