Don'T Jordan Want To Meet Xiao He?

Is Jordan sports tearing up the label? Is Jordan sports weakening the brand logo? It's a bit harder to tear away the Shanzhai.

The outside world has been questioning Jordan sports, Shanzhai, plagiarism and so on. I believe that Jordan sports is very clear about their position, and dare not go through the half way.

The case is ongoing and controversial.

Qiao Danbiao's topic is absolutely old. As early as 2002, Jordan sports and Nike Jordan began the trademark The Legend of Zhen Huan. In 2016, the Supreme People's court "Jordan" trademark dispute administrative disputes series of cases were publicly declared, basically did not affect Jordan sports, but Nike Jordan, a hit.

Prosecuted Nike Jordan on the grounds of malicious litigation damaging reputation last year.

Sue Nike sports, Nike business, said the two companies infringe on Jordan sports trademark rights.

This can be a little anti customer oriented, and some of the gains outweigh the gains, but the effect has not been achieved, but on the contrary, it has worsened.

It is better to let him tell him that the impact will not be great, and the loss will be great. On the one hand, public opinion has the opportunity. On the other hand, Nike Jordan has become a victim. The word "public sympathy" must be considered.

Of course, the voice of support or doubt has never stopped. Yesterday, according to the Beijing Commercial Daily, Jordan sports has been exclusively reported. "Keep changing the new" and "Jordan sports are tearing up the Shanzhai label", saying that some Jordan sports shops have begun to change.

The word "Jordan sports" has begun to shrink and weaken.

In addition to changes in store image, Jordan products are also changing.

Walking into Jordan sports shop, LOGO is not only a basketball player.

Among them, the appearance of some garments has been changed to "BUN+", and the LOGO is similar to lightning.

In some clothing products, the words "TEAM", "SHOT" and "YOUTH" are used. Only the "basketball player" sign of the thumb size is found at the back neckline.

Cheng Xiao Xiao is not a fake, but he who loses is also not true.

The so-called Cheng Xiao Xiao is not false, this with Jordan's Jordan mark, let Jordan sports become famous in China, good name is very important to the brand. But at the moment, we can not say defeat! Why, because Jordan has been successful, at least the scale of the bar.

And the "Jordan" trademark has been recognized by the Supreme People's court at all levels of the judiciary through the effective legal documents as a valid and valid registered trademark. It is no problem in China.

Moreover, the controversy has nothing to do with Jordan's three or four line market. We talked with Jordan's agent about this topic.

The agent replied very strongly: "without notice, there is no change in the store.

Oh, is it a series of brand logo, many functions are different, so it feels like changing the logo! "

Weakening the logo is a fact. Is it necessary to go abroad?

It is reasonable to say that Jordan sports is weakening signs. After all, it is too controversial. Although the lawsuit is won in China, it is also hard to be stabbed by the back of people.

But if Jordan sports wants to go abroad and make Jordan the world's Jordan? I want to say what you want, brother! If Jordan sports wants to go international, then Jordan brand can only be stepping stone.

Jordan sports to international, Nike promised? At home has been such a lawsuit for so many years, go out must be green.

Internationally, it is only known that Michael Jordan did not know China's Jordan. By that time, it would have been really defeated.

Besides, there are many ways to go out, such as buying, buying and buying. This is a road with ancient people. I wrote an article before. In terms of the current development environment of national cards, the cost of mergers and acquisitions is much lower than the cost of self creation. Although the cost of a purchase is high, the cost is low when it comes to long-term profits. But Jordan has to face a reality and catch up with it.

Will achieve 35 billion 900 million of "anti tourists".

At present, the leading brand of the national brand movement is Anta, which is acquiring about 37000000000 famous enterprises in Finland, amamfin.

Last year, the annual net sales of AMF were about 20 billion 300 million yuan, and the current growth rate is about 7%.

Anta's revenue in 2018 was 24 billion 100 million yuan, an increase of 44.4% over the same period, which is about 40000000000.

We also made an immodest account. Anta's acquisition of amamin is 57.95% of the total share, which accounts for about 11 billion 800 million of the revenue of amamin.

By 2019, Anta will be able to calculate at least 35 billion 900 million of its revenue.

(all in 2018 figures)

As for the growth rate, we need not think much about it. Anta group has announced the growth rate of the brand. It is very obscure that the growth rate of Anta brand is double digits, double digits, double digits... 50%? Is it 30%? Also 40%? But it can't stop the FILA's shine, more than 80%.

It is said that FILA is more than 10 billion yuan in the whole year, and Desanto is 200% because of its low base, so it can be ignored in the next 5 years. And the Anta group is the FILA team.

The third generation with "international conspiracy"

Why is it a conspiracy? Because the 361 degree international line is very deep. Later we will analyze it specially.

Although a profit warning was issued last month, the net profit after tax will drop sharply compared with 2017. As for the declining factors, the fourth order, e-commerce business and brand remolding and so on.

But at present, there are more than 5600 stores in 361 degrees, and about 73.3% of the stores are located in three or below cities in China, which is the main competitor of Jordan sports.

According to the first half of the year, the 361 degree international line shows that there are 1316 stores in Brazil, 986 in the United States, and 68 in Europe and Taiwan.

Of course, these foreign stores will not be a major factor in the sharp decline in net profit of 361 degrees, otherwise they will be reflected in the first half of the year, so the problem is in the 4 quarter.

361 degrees has its own international R & D department, professional running shoes in the United States and Germany have won awards, the price is not low, it is said that the price of a single should be more than 100 dollars.

A netizen once said, "no 100 dollars is priced at home."

This does reflect 361 of the impression that consumption is too low in China, but it does not necessarily mean that it does not sell. Like Lining, there are more than 900 yuan in the current style, and it sells well.

Looking back, Jordan's situation is clearly widening.

Jordan sports may think that this is what the older generation has to do to explore the road.

This shows that its development strategy is very cautious, and even timid.

At present, the target of Jordan sports can continue to be used, but the controversy will not disappear, but I hope not to return it.

In fact, the author thinks that weakening the brand logo is actually a signal that Jordan wants to strengthen the product identification. There is no fear of the controversy. The fear is that the product will not do well. Then it will be finished. Do the product design and quality well, then let the consumers and the market judge. This is the best way for Jordan at the moment.

Do not have other unnatural thoughts, do not become a small loser, Jordan sports must know these, we have not seen any news about Jordan's going abroad.

If Jordan wants to go abroad, he will definitely take the road of merger and acquisition, or set up an international department and set up a new cooking stove.

Before considering the overall plan, Jordan will not step over half of Lei Chi. After all, the three or four line is the main battlefield of Jordan's sports.

With the rise of Anta, Lining and other countries, our status in the world will be more and more valued. But in the future, we should rely on the Vanity Fair of strength, and the early development of the brand has gone nowhere. Only by changing can we open the door to opportunity.