Eight Years Of Litigation, Jordan'S Road To Rebirth In Sports

Time to return to the end of 2011, Jordan sports through the SFC first application.

According to the normal process, Jordan sports will become the first sporting goods company to visit A shares in China. However, on the eve of the listing, Michael Jordan's petition put Jordan's sports listing plan on hold for 8 years.

In October this year, the lawsuit, which lasted for many years, ended with Jordan's sports victory. Jordan sports is also actively preparing for listing.

Recently, Jordan sports brand senior director and director of electronic commerce interviewed by reporters, in their view, this "lost" eight years, is Jordan sports change self rebirth process.

　 The way to be listed suddenly interrupted

"It was a pleasure to have thought that the lawsuit was won, but some people stayed in the past impression." Jordan, senior director of sports brand, Lin Youxun, said that in the past eight years, Jordan has changed a lot of sports, and has also gained many young people's recognition and preference, but it is still not enough to completely change people's understanding of it.

Jordan sports, Anta, XTEP and 361 degrees were born in Jinjiang, Fujian.

In 2010, Jordan's revenue was close to 3 billion yuan a year.

In 2011, Jordan sports earned only 1 billion 700 million more than half a year's income, creating a new high. Jordan sports has submitted an application for listing. At the end of November, the first listing was approved.

At that time, it was considered an important step for Jordan sports to defeat Anta and Lining. According to the plan, Jordan sports will be listed on the Shanghai Stock Exchange in March 2012, raising 1 billion 64 million yuan.

However, on this critical node, Michael Jordan has been pleading, let it sink into mire. From the first instance to the final judgment, in the protracted litigation process, Jordan sports almost all win.

The impact of this lawsuit is not on the lawsuit itself.

The brand image of Jordan sports dropped rapidly in the process. For a long time, the words "Shanzhai" and "plagiarism" were used in Jordan sports.

Almost the same period, the emergence of brands such as ADI, Nike and New York were also questioned. The image of Shanzhai was magnified in this group effect.

Miss Jordan missed the opportunity to embrace capital development.

　 Reshaping brand image

This effect continues to this day.

Lin Yu Hung said that many years ago, Jordan sports introduced resources or people to sign, many people still stuck in the past impression, there will be a lot of resistance in doing these things.

Jordan sports business director Kong Fei also has the same feeling, not long ago, he through friends and Warcraft to discuss some cross-border cooperation, before the online communication is not bad. "After knowing that it was China Jordan, he made a lot of harsh demands, such as re providing the case of IP cooperation in the past and so on."

Lin Youxun and Kong Fei did not feel wronged about these resistances. "This is what we will bear."

Of course, Jordan sports brand remodeling has begun. Now, the image of Jordan's sports store is different from that of the past, and the word "Jordan sports" has been reduced.

Jordan sports is also drawing closer to young people.

In product design, we are looking for 2 designers from abroad to make original designs and make products younger. Now Jordan sports has a brand new high-end trend brand "Jordan quality dryness", through cross-border, designers create to cater to the taste of young people, "it does not have Jordan's brand logo, expressing value for money and a positive attitude towards life."

In March this year, the "dry dryness fair" held in Chengdu's Chun Xi business circle made many young people experience offline. This product, which is jointly named "the havoc of heaven", has won a lot of praise.

When I first arrived in Jordan's sports work, Lin Youxun once asked for a brand image understanding with his team colleagues. "I asked them if Jordan sports were regarded as a person, what kind of personality would it be?" The answer is varied. Some people think it's a sports teacher. Some people think they are migrant workers.

"Our own knowledge is not unified, consumers are even more vague." Lin Yu Hung said Jordan sports needs a positive and clear image.

In Shanghai, a Women Sports Party was held in Beijing to attend the fashion week in Beijing. Tang Yixin and CBA basketball stars were asked to speak. Jordan's sports were quietly changing many people's understanding of him.

In addition, the sponsorship of the World University Winter Games and the Tianjin National Games has become the equipment sponsor for the China summer team and the Russian team. Jordan sports is also seeking more international exposure through this way to enhance the brand influence.

Lin Youxun believes that the quality design of Jordan's sports is improving, and its new image is being accepted. "The young consumers are more rational now. For good products, they don't care too much about domestic brands or foreign brands."

　　 1699 yuan 3D print shoes.

Online new play is becoming a breakthrough in Jordan's sports changing consumer awareness.

At present, Jordan sports online sales accounted for only 20%, but the growth is very fast. During the double eleven period this year, Jordan sports achieved 220 million sales, an increase of 110% over the same period last year. What surprised them even more is that the conversion rate of Tmall flagship store has reached 24%. For every one hundred people entering the store, 24 people will place the order.

Kong Fei, director of the electricity supplier, said that in the past Jordan sports online and offline were fragmented, and even made an embarrassing joke. "Someone bought shoes online, went to the next store to check the goods, and stores did not have such goods, which was false."

Now, there are new ways to play online and offline, members get through, and goods get through. "We already have a new way of retailing." Kong Fei introduced this year's Jordan sports in Beijing fashion week products, double eleven has been pre-sale. In the Tmall flagship store, the fashion week is broadcast live, and consumers can directly place orders when they see what they like.

This is the first attempt of Jordan sports and achieved good results. A pair of pure 3D prints sold for 1699 yuan and sold 100 pairs very soon.

"This price is much higher than the price of Jordan sports products, but it can also be enjoyed by a good design experience." Kong Fei said, while selling shoes, it also quickly received the experience of consumers to return visits, so that products can be better improved, giving consumers better service experience. "For example, there is a feedback that the shoes are a little transparent and need to consider the matching of socks, so we will do some experience service on the collocation."

Kong Fei gave another example. Jordan sports held a 3vs3 Basketball League, and it was also synchronized in Tmall store. Many people who watched the game would have the question of wanting to buy jerseys and custom-made jerseys.

Jordan sports is using this way of online experience to feel the trend of sports consumption of young people. "Jordan quality dryness" has already closed up a group of young users through such a way. "Now there are three stores in Chongqing, Harbin and Shenzhen. Next year, we will consider not to make it independent brand." Lin said that Jordan sports should let people see the transformation of brand attitude and do a good consumption experience.

　　 Jordan sports is still on sale

The lawsuit with Michael Jordan has ended, and the obstacles to listing Jordan's sports have been removed. It also has a positive attitude towards listing itself.

Over the past seven years, Jordan sports has become the only one or two company in the industry that has not been listed. With the rapid development of Anta sports, Lining and other brands, Jordan sports can not carry out capital operation, and has not yet been listed. It has an impact on Jordan's transformation in brands, products, channels and supply chain.

"But there are gains and losses, no capital, but also let us make a lot of changes." Lin said that the company's profitability is good and its finances are relatively healthy. He also expressed a positive attitude towards listing.

At present, Jordan has 6000 stores, and Jordan sports said that next year there is a chance to break through 10 billion of the water, and by 2022 there will be an opportunity to achieve 10 billion shipments.

This view of financial stability has also been recognized by some people in the industry. They believe that Jordan sports cash flow is very good, if it can be listed, there is a chance to get better returns on development.

Next year, Jordan sports will be founded for 20 years. Can it be successfully listed and usher in brand rebirth?