The "Benefit" Road behind Jordan 's Development in China

Recently, the reporter made a questionnaire survey, respectively, selected Jordan, Pick, 361 °, Nike, Erke, Anta, Adidas 7 brands, asked respondents who answer which of several foreign brands. Among the seven brands, only Nike and Adidas are foreign brands, and the remaining five are domestic brands. However, in this survey, about 95% of respondents think that "Jordan" is a U.S. brand. In fact, Jordan is a pure "domestic descent" sports and leisure brand. The name associated with Michael Jordan is Nike's "AirJordan" brand, although the brand entered the Chinese market, but did not register the corresponding Chinese name, so, "Michael Jordan" has become the main thing, the Fujian Jordan Sporting Goods Co., Ltd. registered trademark, the edge of the ball for Jordan's subsequent development has made it easy. This non-Jordan Jordan It is understood that Jordan is Jordan Jordan Sporting Goods Co., Ltd. registered Chinese brand, the company now has thousands of stores in the country, its products from the initial rapid expansion of sports shoes to include sports shoes, sportswear, bags and accessories A number of sports goods, including series. Jordan series of products not only in the name of people think that "China Jordan" and "American athlete Jordan" has a relationship between the brand Logo and American brand AirJordan is very similar. AirJordan brand Logo is a shooting athlete logo; Jordan is an athlete dribbling action. If not for two brands are very familiar with people, it is easy to these two Logo as a brand logo. "This coincidence 'can not but say that Jordan company's well-intentioned, so that its misunderstanding with AirJordan has continued." Some marketing experts pointed out. In fact, when Michael Jordan, 21, was still a fledgling basketball rookie in 1984, Nike took a fancy to his development prospects by partnering with Michael Jordan to start selling basketball shoes with the AirJordan logo that Chinese consumers claimed As "Jordan shoes." In 1984, Nike produced the first generation of Jordan shoes, then introduced each year a new paragraph, called "generation", has been out of 23 generations of shoes. Nike every new shoes, have become the world's fans crazy bereavement of Jordan object. Jordan retired even in 2003, but also failed to weaken the trend of selling Jordan shoes every year. The reporter interviewed a boy reading high school in the streets of Beijing. He told reporters that although Michael Jordan has been retired, he is still one of his favorite NBA stars. He also believes that the Jordan brand was founded and run by Michael Jordan. Reporter interviewed a young lady, she thinks Jordan from the United States, either he founded or he endorsement, she said she seldom buy sportswear, it is not very clear. In the network reporter interviewed random street, there are more than 80% of people think that Jordan is a foreign brand, and that Jordan is the basketball star MichaelJordan founded and named after its own brand, few people know MichaelJordan and Nike, AirJordan relationship . Trademark squatting brings huge benefits This non-Michael Jordan Jordan, compared with the old sports brand Nike, Jordanian company in China as junior. Founded in 1998, Jordan, just a small business to do sports shoes, the same period there are Xtep, Del benefits, Erke and a number of Jinjiang shoe. In a highly competitive environment, many companies adopt a common advertising strategy - please celebrity endorsements, in this way the brand in a relatively short period of time by consumers. For a time, CCTV5 was also dubbed the "Jinjiang Taiwan." And other shoe is different is that the Jordan brand by virtue of the United States, "trapeze" Jordan's rapid development in China's influence, save a lot of advertising costs. Jordan company funds will focus on product development, channel construction, the little-known little shoe so today has thousands of stores in the country's large companies. Starting from the brand name "Jordan", Jordan's marketing began all around basketball. Sponsored by the State Education Commission, General Administration of Sport advocated in major cities in China to carry out the "primary and secondary small basketball board" project; title sponsored 2001,2002,2003 three consecutive years CBA Chinese basketball "Jordan Cup" A League B, And won the 2002 CBA China Basketball A League All Star Game Jordan Star title sponsor qualifications. The most important is that its production of Jordan basketball shoes series has also become the China Basketball Association CBA designated special products. Through brand marketing and effective corporate management, Jordan has gained great influence in China. In 2001-2003, the brand series of products won the honorary title of the best-selling products of key national large-scale retail stores issued by the Information Center of the Ministry of Commerce of the People's Republic of China successively. In 2005, it became the "Famous Brand of China". Brand name, is a special kind of intangible assets, Jordan company with the help of Michael Jordan's reputation as a beneficiary of the Jordan effect, and Nike's marketing campaign for the AirJordan brand, but also for many consumers think these are closely linked with the Jordan brand , And even in 2004 "Jordan China" is to do for AirJordan brand promotion, but Michael Jordan away, but to allow more Chinese consumers to deepen their impression of Jordan, Fujian. Of course, Nike is aware that China also has a Jordan, Jordan, the company's memory of the ball so that Nike is also no way. How Jordan won the international market Cybersquatting the Chinese name of the world famous brand has become a shortcut in the early stage of enterprise development. With consumers' awareness of these big brands, enterprises registered with Chinese names can save a large amount of advertising costs and thus easily open up the domestic market. Nike's AirJordan brand in China for marketing, no doubt for Jordan's market expansion plus points. After the success of Jordan's company, one after another Fujian shoe registered "Bryant", "Iverson" NBA basketball star Chinese name as the corporate brand, these brands are in fact nothing to do with the star. Although Jordan is profiting from the squatting brand, it also creates a bottleneck for its broader space for growth. Jinjiang, where Jordan's company is located, is an industrial cluster of sporting goods in China. Here brought together ANTA, Xtep, Hosa and other famous brands. From the beginning to do business foundry, here has created a number of well-known brands, Jinjiang sporting goods companies are facing financing to open up the international market, industrial upgrading and other issues. Listing has become the goal of many brand efforts. After the ANTA landed in Hong Kong stock market in 2007, Xtep also listed on HKEx on June 3 this year and became the second listed Fujian Jinjiang Sporting Goods Company. It is reported that Jordan is also going to be listed within this year, and in many countries have registered Jordan's trademark, ready to open up the international market. However, Jordan and the United States Air Jordan in the international market, if competition, brand reputation alone, which is more competitive is self-evident, how to break the brand restrictions on Jordan's international development strategy, Jordan is listed in the company before Must make a choice, after all, Michael Jordan and Jordan idol Michael Jordan have nothing to do with the world's basketball fans. Related links: 15% of the well-known trademark clothing outside the mainland was registered Due to the lack of awareness of the protection of intellectual property, in recent years some well-known trademarks in China have been registered cases have occurred. In February 2004, the trademarks of 15 mainland well-known apparel brands , including the Jiuhhoting and Qipai brands , were collectively registered in Macao. These 15 enterprises are Quanzhou, Fujian garment enterprises, owned brands have nine animal husbandry King, the elderly City, Su card, etc., some of which are still recognized by China SAIC China Well-known trademarks. In February 2004, a Macao resident named Wu Chufa filed an application for registration of these 15 trademarks with the Macao SAR Economic Services. Finally, eight enterprises carried out active protection of their rights and saved their rights. Seven companies gave up rights protection, but relevant parties said that in the future if these enterprises want to restore their rights to use their trademarks in Macao, the time and cost Will be increased. According to incomplete statistics by relevant state departments, up to now, 15% of well-known trademarks in the Mainland have been registered overseas. According to a report in Hong Kong Ta Kung Pao, cybersquat trademark transfer fees have been demanded by cybersquatters, causing many mainland enterprises to suffer heavy losses. The monitoring report shows that Anta, Tang Lion, Dao Lang, the village entrance, flying snow and many other well-known clothing brand in Hong Kong by the same company registered. Mainland trademark has entered the peak period of being registered overseas, and some experts predict that this situation will last for at least five years. Once a well-known trademark is registered, it will take a huge price to protect the rights and interests of the trademark. Without the right to return the trademark, it will face the fate of being infringed or withdrawn from the existing market. According to relevant experts, there are generally three kinds of situations in which trademarks are being registered. One is for the purpose of obtaining economic benefits, and the trademark rights are then sold to the enterprises after they are deliberately registered; the other is that they want to use the value of well-known brands to run their own businesses locally Products; as well as the phenomenon that has appeared in recent years, some enterprises make use of the brand names of registered trademarks to prevent competitors from entering certain areas for business activities. "Jordan" borrowed Jordan's light This reporter Li Guodong Now, if some companies want to use "Yao Ming" as a trademark of the brand, it will certainly be rejected by the China Trademark Office. By the same token, Americans want to register "Michael Jordan", the same will not work. However, when Michael Jordan arrived in China, his Chinese translation of "Michael Jordan" became sovereign without any protection of relevant laws and regulations. In this way, a small shoe factory in Jinjiang, Fujian Province in 1998 registered a "Jordan" trademark, from "Jordan" embarked on the road to rapid development. It is understood that the Jordan brand took less than 10 years, developed to have more than 3,000 stores, brand awareness, reputation ranks first in the country's own brand. Recently, Jordan appeared to be listed on the news, its development momentum was optimistic, many marketing experts as a miracle. So, what is the achievement of "Jordan"? First of all, Jordan's name, although the company Jinjiang registered "Jordan" trademark in 1998, Michael Jordan has been retired, but its status in the world basketball no match, retired after a period of time will give The market leaves a long-term influence. Michael Jordan, who has been retired for many years in the latest issue of Forbes Top 100 in the World Series of Top 100 in 2007, still ranks 26th in the list, which is enough to explain his position in the hearts of the people. When basketball-loving young people, especially Michael Jordan fans, are reminded of Michael Jordan as a super idol when they come into contact with Jordan's products. "Jordan" shoes have therefore become their first choice. When other similar brand companies come up with expensive advertising fame in major media when the time, "Jordan" without spending a penny of advertising, was the major shopping malls, "Please" to the counter, at a higher price Shopping malls to attract guests, but also because Michael Jordan, the brand added a lot of reputation and loyalty. In addition, Michael Jordan since 1984 as the Nike spokesman for the company, Jordan-themed shoes have been introduced 23 generations, these models in major Chinese stores to do a lot of publicity, and around Michael Jordan to carry out various marketing activities, Thus also for the promotion of "Jordan" made a contribution. Undeniably, in a sense, "Jordan" is successful, at least registered the Jordan trademark, won the current market. However, when "Jordan" once fully recognized by consumers, Jordan's global brand strategy card hit without a strong corporate culture and brand building as a support, "Jordan" ending what will happen? With Michael Jordan's growing age, "Jordan" can "eat" Michael Jordan how long?