July 17, 2010
Quanzhou Sanko Group is one of the largest footwear company, from 1987, business has been producing
Majority of export goods. Thus, not only completed the three-Hing sufficient capital accumulation, but also for Nike
Famous brand OEM products, the process has accumulated rich experience in production.
However, foundry man, received meager means , group vice president responsible for export Huang Haiqing
This quite touched.
“We are looking to eat someone else face,” Huang Haiqing said, “Not long ago, the US sports shoe
Ranked fifth in the processing of a brand to discuss issues, they give us only the cost of processing each pair of shoes
Only 5 dollars, but to get these products can be sold on the US market 50 dollars. “Huang acknowledged that the
To not have their own brand, even if the same product can not sell their best price. This allows the wings gradually < br />
Fung Hing Group, the three are very suffocating. From the end of last year, three Hing determined to seek a breakthrough, and work out a fight
Ambitious plan to create their own brand.
If the Footwear Industry in exports is to promote the collective transformation of the fuse, and brand consciousness
Jinjiang footwear industry is clearly making a license to carry out the root causes of the competition.
This year in March, after some careful deliberation, the three decided to spend five million Hing Group hired Nicholas Tse
As the image of the spokesperson , in June, the ad started running.
“Brothers manufacturers are doing, we feel that voice is indeed a star to ask, the key is to meet
Positioning their products . “Huang Haiqing said Nicholas was chosen because of his avant-garde and youth, which
Is in line with the requirements of the three Hing. Nicholas Tse spokesperson for the packaging of” special step “sports shoes , this year ads Sanko
Cost is expected to reach 20 million. “We have never had such a generous investment,” said Huang Haiqing
“But our strategy is not already , please, please, please be the best! “In fact, almost all
Jinjiang companies involved in creating a common brand of view.
To this end, in this battle stars and the brand, please voice is a crucial contest. Anta invited Kong Linghui later, Wang Nan Kinglake flew invited to join, but Xidelong this title is simply ask for your coach Cai Zhenhua coming out. The well-known brands and trademarks Buick with the same name, in fact no way related to the Buick (Fujian) Footwear Co., Ltd., in the invitation to spend 5 million, including Li Yongbo, including all members of the Chinese badminton team for the image of the spokesperson, the company The advertising budget will reach 20 million yuan. “If Dell Hui, Mingle, Erke brands counted in, the overall investment will exceed one million!” Roughly calculated, Chuang Ming-chun. “Right now this trend is ANTA brand-driven results . “Anta (Fujian) Footwear Co., Ltd. Ding Zhizhong, general manager, told reporters. In Jinjiang, Anta is the most exciting local brands. The company was founded in 1991 with his brother different manufacturers, start focusing on domestic sales. Local memories, the early Anta is not good, until the surprise 1999 table tennis world champion Kong Linghui — employ the first approach with the image of the spokesmen for the brand shoes Jinjiang erected banner, things changed on a fundamental. Now, when Li Ning Sports Goods Company to 760 million yuan in sales to become chief and in 2000, when China sports industry, Anta to 300 million yuan in sales behind Nike miraculously (sales of 400 million yuan RMB) after. Sports shoes, as has the single -product company, Anta success does to the market — especially — Jinjiang footwear industry has brought great shock. People suddenly realized that Anta —- this in their own home-grown Chinese brands around – was able to overnight from Nike so close. Previously, the only separated by a wall next door — this unknown company has been sufficient for the starting of Jinjiang dozens of businesses at the same time catch up with the pace of reasons. They are now common idea that success with ANTA to predict their future trajectories. Opportunities from Nike denied making cards in this campaign, indeed, there are many opportunists, and even some companies do not have the strength to create the brand, but the initial and in the face of a huge market, these Maybe not important. “According to SATRA (UK shoe technology testing organization) investigation, the US athletic footwear sales for the four pairs of per capita, compared with 0.8 pairs in China, China is second only to America most promising consumer market of sports shoes. “Weimin Deng Yaping (Quanzhou) Shoes Co., Ltd. Wei, general manager of one of heaven and earth is clearly more aware,” With the success of the Beijing 2008 Olympic Games bid, the gradual warming of the popular zeal for sports shoes will further widen the market demand. “Clearly, the market expectations for the future and now athletic footwear market, middle and low lack of mainstream brands, is to promote investment in these enterprises are willing generous important reason. Anta shoes Deputy Ye Shuangquan that the current Chinese sports shoe market is divided into three categories: first, high-end brands, led by Nike; second mid-range brands, led by Li Ning; the third category Anta is emerging, led by the VW brand. In the United States, Nike per capita share of almost 1.5 pairs, due to expensive, high-end brand, Nike has been the symbol — especially in China. Therefore, most Chinese sports shoes spending power only between 100 yuan to 300 yuan , in order to maintain brand image, in a “pyramid” of competition from Nike fundamental to middle and low fundamental to the market on a plate. But for Nike is obviously not the best choice. In 2000, Nike global sales have hovered in the 90 years of consecutive 3 billion dollars, while in the US athletic footwear market share remained at 42% of the higher proportion, but the most recent quarter, sales of footwear in the United States fell 15%, while rival Reebok are achieved 3.4% growth . In China, Nike sales are not satisfactory and the main attack in the high-end market, Li Ning has become its biggest rival. Last year, even though Nike has tried to cut into more than 100 yuan in the low-end market, but not clear and firm ideas, promote new products appear Shoushuliangduan and not get the desired effect. Professionals that Nike rigid thinking led to the current situation is the main reason for trouble. “Too much emphasis on Nike shoes such as shock absorption of new technologies , which lost market share in the mid-priced. “United States should exercise Neville, President and CEO commented. For Jinjiang enterprises, this is clearly a great big chance. As the long-term OEM, Jinjiang area itself has sufficient resources and the organization of R