How Long Can Chinese Cottage Brand Shoes Last?

< p > Jinjiang, as the production base of sports shoes industry in China, has gone through more than 30 years of history. There are many real national brands, such as Anta, XTEP, 361 degrees, and so forth.

However, many people still want to finish the capital accumulation quickly through shortcuts, so "Shanzhai" and "edge ball"...

Similar "tools" began to overflow. These cottage products borrowed the appeal of famous brand, and they sat on their feet, deceived the consumers, and at the same time caused the loss of the brand manufacturers.

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"P > the way Ardi's" way of borrowing "seems to have come to an end.

Recently, media reports said that Adidas had filed a reconciliation with the king of Adidas. The settlement agreement includes two aspects. First, Adi Wang should not continue to use trademarks containing the logo of LOGO and "ADI" in the products, packaging and promotional materials. Two, since April 7th, all the shops of Adi Wang should not have the words of "triangle" and "Adi Wang".

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< p > < < a href= > //www.sjfzxm.com/news/index_s.asp > > cottage > /a > brand snipe > /p >

< p > in China, such as Adi Wang, < a href= "//www.sjfzxm.com/news/index_z.asp" > Jordan sports < /a > such a brand is not unusual.

It is reported that in the Jordan sports through the SFC audit upcoming listing, Michael Jordan suddenly raised the right to name lawsuit, directly led to Jordan sports IPO listing road is forced to stop.

Taking into account the commercial endorsement relationship between Michael Jordan and Nike, and after the prosecution of Michael Jordan, Nike issued a statement supporting its prosecution, and its intention to "renown" its own brand is also more obvious.

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< p > it is reported that in recent years, < a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > China sports goods < /a > the market continues to slump, and Nike, Adidas and other international sports brands have begun to adjust the operation strategy of the Chinese market, and strive to cultivate the two or three line cities.

Gao Jiali, managing director of Adidas Greater China, has said that by 2015, Adidas plans to enter more than 1400 small and medium-sized cities in China.

In addition, Nike announced that it plans to open 40-50 new factory stores this year, and that the price of goods will be 3-4 fold, and the new store will also extend from the first line to the two or three line market.

The confrontation between international brands and local brands is unavoidable in the middle and low end markets.

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< p > grass-roots "Shanzhai" brand is hard to last long < /p >

< p > insiders pointed out that relying on "Shanzhai" to start up, to achieve primitive accumulation and seek pformation is the common practice of small and medium-sized enterprises in China, but it is not a long-term development plan.

When consumers with low purchasing power have developed, they almost always choose to abandon the brand that they had consumed for a long time, and join the international mature brand of the consumer army, because they are eager to get rid of the original low-end group and get rid of the grass root breath.

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Xiaobian believes that the brand name of enterprises will quickly enhance the brand influence in the market. However, the market share of these brand names will reach a certain level, which will inevitably be called by the "owners", causing unnecessary trouble. Although it can also guarantee their rights by using the legal means, it will also hurt the image of the enterprise in the process. The light will affect some of the interests. If it is heavy, it may lead to the collapse of the enterprise. Therefore, when the enterprise is established, it has to give a long vision, build its own brand and promote it slowly, so that the blueprint of the enterprise can be achieved. ""

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