Transformation And Upgrading Triggered By The "Two Jordan" Dispute

Huang Tao, a researcher at the Institute of economics, Fujian Academy of Social Sciences, believes that the advantage of Jinjiang footwear industry lies in its industrial chain advantages gathered over the past 20 years. It is precisely because of this, Jinjiang shoe enterprises and industrial clusters can expand step by step, and emerge many brands to become China's shoe capital. However, after many years of development, the "Jinjiang model" is also facing new problems. "The current domestic sporting goods market is Adidas. Nike Such international giants include Lining, Anta, 361 degree, XTEP, PEAK and so on, as well as gueren, Hongxing Erke and other two or three line sports brands. In the white hot market, the rental and acquisition costs of terminal stores have risen sharply, and labor costs and raw material procurement costs have also shown a rigid upward trend. "Wei"

In fact, China's Sporting goods market After more than ten years of sustained prosperity, development bottlenecks began around 2010. Multiparty data show that many domestic brands have increased inventories and production costs in recent years, and the market competition is becoming more and more fierce. They also demand further development, no matter in the breadth or depth of the market. Therefore, many enterprises choose to enter the first tier cities or even go abroad to expand to the international market. At the same time, international brands have been steadily developing in the first tier cities, and are seeking to expand to the two or three tier cities, offering continuous discounts and promotions. That is to say, there is no direct competition between domestic brands and international brands. In this way, the lack of innovation and the rapid expansion of horse race enclosure make the "Jinjiang Department" sporting goods industry encounter difficulties and enter the adjustment period.

For the deep reasons, Li Yize, a well-known sports marketing expert, has his own interpretation: "Jinjiang department is a small workshop. Whether it is product design or brand LOGO, it basically relies on imitating foreign brands and even the domestic Lining brand. In the hands of Jinjiang businessmen who are good at cost control and market promotion, Jinjiang sports brand has sprung up rapidly and expanded rapidly. This is the so called " Jinjiang mode ". But the drawback of this model is that it is moving forward with "original sin". When the enterprise is bigger, the problem of initial stage is exposed and enlarged. The controversy over the brand of the two Jordan is still unsettled. This makes the "Jinjiang Department" enterprises begin to realize that they are already in a higher level market system, and this system has completely different rules of the game. "Wei"

Against this background, the introduction of some opinions on accelerating the development of sports industry to promote sports consumption has brought the sporting goods industry another opportunity to open another fast growing cycle. Xu Yueyun, Dean of the Institute of physical education at Quanzhou Normal University, said in an interview that how to seize the favorable opportunity to excavate the trillions of rich mines in the sports industry? Jinjiang enterprises with a sense of smell in the market have begun to plan the layout with the core of "transformation and upgrading". The so-called "transformation" is to transform from the homogenized and competitive footwear manufacturing industry to the high value-added industry chain such as sports equipment and sports services. The so-called upgrading, that is, enterprises should increase R & D efforts to enhance the core competitiveness of products. By integrating resources, joint research and development with similar enterprises or universities can reduce duplication of investment. " Xu Yueyun said frankly, "the opinion" has brought about a chance of magnificent turning for the "Jinjiang Department". If we do not grasp this opportunity, we may fall down. If these companies can come up with more than a decade ago, Jinjiang can still take the lead in the whole country. "Wei"