Local sports brand challenge "a dominance" is called "Jinjiang manufacturing"

Whether in Beijing's Wangfujing Street, or in the alley of the remote county, there will be wearing a variety of domestic brands of sportswear people pass each other. These sports brands, with their continuous innovation, to consumers, but also to Nike and Adidas and other famous brands to remind the existence of Chinese brands. From lone combat to "fish eat big fish" Jinjiang in Fujian hundreds of meters long sunshine on the road, nearly 10 stores selling different brands of domestic sports shoes and apparel products: Li Ning, Anta, Xtep, 361 °, Erxing, Pick and so on. "In addition to Li Ning card, China's top ten sports shoes brand basic production in Jinjiang," Jinjiang National Sports Industry Base Construction Management Office of Yao Yuanzhi told reporters that at present, Jinjiang an annual output of 1 billion pairs of sports shoes, the market share of the country 40%, accounting for 20% of the world. In 1987, Ding Shizhong, 17, took over 10,000 yuan from his father's hand and 600 pairs of shoes bought from various shoe factories in Chen Tuan to Beijing for sale. Seven years later, the entrance of a footwear workshop in Jinjiang hung the symbol of Anta for the first time. After a dozen years later, Ding Shizhong became the chairman of Anta Sporting Goods Co., Ltd., and Anta's overall market share of sports shoes ranked first among similar products in the country for 8 consecutive years. Subsequently, a number of enterprises in Jinjiang rapid rise. Hongxingke was listed in Singapore in 2005, while Xtep and 361 ° were listed in Hong Kong in 2008 and 2009 respectively. Everyone chases after me, market segments, orderly competition, and development of Baotuan. Even under the impact of the financial crisis, it has not entered a "wintry." Jinjiang is mainly engaged in tourism, leisure and sports shoes "shoes" to the management of sporting goods, sports events, "Sports Capital" transformation. "The rise of China's domestic consumer brands to challenge the well-known foreign brands has become a landmark in China's industrial development," the FT wrote, "These Chinese brands may sound less familiar and perhaps weird, but the reality is The law of nature is reversed, and the fish begin to eat big fish. " From sports celebrity endorsements to entertainment celebrity endorsements As early as 1999, ANTA invited the men's ping-pong world champion Kong Linghui as spokesperson for the company. Many in the company think that spending 800,000 yuan this year is not worth the money. Ding Shizhong asked everyone: "Now is the number of people who know Kong Linghui, or the number of people who know Anta?" Through the "stars + advertising", Anta in the corner of Jinjiang became famous. Ye Qie, deputy general manager of Xtep, said: "All sporting goods emphasize its athletic functions, and Xtep is another way to emphasize the fashion sense, you can go training, you can go to exercise, but at the same time it will make you more beautiful, more Attractive. "Xtep have invited Nicholas Tse, Jay Chou as the spokesman, completely subvert the design concept of sports products. "Sports are happy, sports are fashionable, enjoy sports, enjoy life, and this is exactly the sports lifestyle advocated by Hongxing Erke," said Wu Rongguang, chief executive of Er Sing Ke. The spokesman for the company, Hong Kong Red Star Jordan Chan and South Korea's Song after Jang Nara, have fully demonstrated the young people's whims and for - "want to do" is not fun, but also we "come together." Please celebrity endorsements, businesses want to rely on their visibility and influence. In the "grass boat by arrow", go finish the professional athletes to the general consumer groups grafting.