How Did Shanzhai Jordan Become A Hero?

Yesterday, Jordan himself made a statement, saying he was pleased that the Chinese court had accepted him for China. Jordan Sports The company infringed its right to name, but it did not disclose which court accepted the case.

It is undeniable that China's Jordan came from Shanzhai, and its Shanzhai capacity reflects a certain initial stage of China's manufacturing industry. Most of the cottage will be tolerated and mocked, and will bear the fate of being disliked by big names or even at a loss. In last year's very red Routh Denton incident, it wasn't Rolls-Royce or Vacheron Constantin. It was the media, the netizens, and the inability to destroy it. Everyone saw the joys brought by this clown.

When Shanzhai When it reaches a certain level, some people will not be able to sit still, because it is not bad at all, and is going to be listed. Apart from finding the right spokesperson, the clown has become a hero. It is worth mentioning that, in the first two years of China, Jordan also experienced trademark litigation, but his opponent did not have a big bang. What changes had taken place in the past two years, so that public relations companies could play the role of basketball players?

According to the public statements, Jordan sports still maintained a high growth rate of thirty percent after the 2008 "low speed" development period, with annual sales exceeding 3 billion and ten years increasing 30 times. In the same period, Nike and Adidas entered a real low speed development period after the Olympic Games, and the annual growth rate did not exceed ten percent. brand The top one or two are equal. The growth secret of Jordan's sports and its Chinese brotherhood are not two: they rely more on local strong supply chain and marketing system than direct confrontation between big cities and foreign brands. When Nike Adidas still sticks to large and medium-sized cities, their stores have opened to counties and townships, and Lining has more than 7200 stores in the country, Anta has reached 6600, XTEP has more than 6000, and Jordan has reached more than 5000. In terms of production costs, they are obviously more familiar with the mystery of China than foreign brands. What is worth mentioning is that a large number of Chinese sports brands are from factories and have been employed by foreign brands. Their brand creation is the loss of foreign brands' capacity.

County towns and townships are irremediable strategic vacuum for Nike and Adidas. They never thought that the vast majority of Chinese market needed so many parity products. They made a bitter drink for themselves in the pursuit of high-end image and high profit margins in China. They are supermarket goods outside the country. Why can't they be supermarkets in China? In the United States, only eight percent of sports shoes more than 90 dollars.

They can no longer maintain a disdainful attitude. It is worth mentioning that Nike launched the parity strategy in China in the first two years, but it was not successful. Even few people knew about the "parity Nike". Besides Nike, the Nike's multi brand strategy did not know many people. How should they play the game of parity in the Chinese market? How do we set up a huge store system in China's villages and towns? How can we implement the marketing strategy that is more close to Chinese ordinary consumers? Are they willing to do as hard as the Chinese do for this hard and huge homework?

Of course, we can imagine the most daring result: if Jordan in the United States set up 5000 parity stores in China and a real fight between China and Jordan, are they willing to do so?