This Jordan is not another Jordan.
It is understood that Jordan is a China brand registered by Fujian Jordan Sporting Goods Co., Ltd. At present, the company has thousands of specialty stores all over the country, and its products have rapidly expanded from the initial sports shoes to a number of sporting goods series including sports shoes, sportswear, bags and accessories.
The name of Jordan series products not only makes people think that "China Jordan" is related to "American athlete Jordan", but also its brand Logo is similar to the American brand Air Jordan. The symbol of Air Jordan brand is the symbol of shooting athletes; On the other hand, Jordan is a dribbler. If you are not familiar with these two brands, it is easy to regard these two Logo as the signs of a brand. "This' coincidence' can't be said to be Jordan's well-intentioned, so that its misunderstanding with Michael Jordan has continued." Some marketing experts pointed out.
The reporter interviewed a boy who was in high school at random on the street in Beijing. He told reporters that although Michael Jordan has retired, he is still one of his favorite NBA stars. He also believes that the Jordan brand was founded and operated by Michael Jordan.
The reporter also interviewed a young lady. She thought Jordan was an American, either founded by him or endorsed by him. She said that she seldom bought sportswear, and she was not very clear.
In a random interview with reporters on the Internet, more than 80% people think that Jordan is a foreign brand, and that Jordan is a brand founded by basketball star Michael Jordan and named after himself. Few people know the relationship between Michael Jordan and Nike and Michael Jordan.
Trademark cybersquatting brings huge benefits.
This Jordan is not Jordan. Compared with the old sports brand Nike, Jordan Company is a junior in China. Jordan Company was founded in 1998, just a small enterprise that makes sports shoes. At the same time, there are a number of Jinjiang shoe enterprises such as Xtep, Delphi and Hongxing Hongxing Erke. In such a fierce competitive environment, many enterprises adopt the same advertising strategy-inviting celebrities to speak for them, so that the brand will be known to consumers in a short time. CCTV5 was once dubbed "Jinjiang Station".
Different from other shoe enterprises, Jordan brand has developed rapidly through the influence of American "flying man" Jordan in China, saving a lot of advertising expenses. Jordan Company concentrates its funds on product research and development and channel construction. And turned this little-known shoe enterprise into a big company with thousands of specialty stores in China.
Since the brand was named "Jordan", all marketing of Jordan Company has started around basketball. For example, sponsoring the "Small Basketball Board for Primary and Secondary Schools" project initiated by the State Education Commission and the General Administration of Sports in major cities across the country; In 20001,2002 and 2003, he sponsored the Jordan Cup League A and League B of CBA China Men's Basketball Team for three consecutive years. In 2002, he was qualified as the title sponsor of the Jordan Star Team of CBA China Men's Basketball Team A All-Star Game. Most importantly, its Jordan series basketball shoes have also become the special products designated by CBA in chinese basketball association.
Through brand marketing and effective management of the enterprise itself, Jordan gained great influence in China. From 200 1 to 2003, this brand series of products won the honorary title of best-selling products in national key large-scale retail malls awarded by the Information Center of the Ministry of Commerce, and became "China Famous Trademark" in 2005.
Brand is a special intangible asset. With the help of Michael Jordan's fame, Jordan Company became the beneficiary of the Jordan effect. Nike's marketing activities for the Air Jordan brand also make many consumers think that these are closely related to the Jordan brand. Even in 2004, "Jordan's trip to China" was originally a brand promotion of Michael Jordan, but the departure of Michael Jordan deepened the impression of more China consumers on Fujian Jordan.
Of course, Nike knew that China had Jordan, and Jordan's side ball made Nike know nothing about it.
How does Jordan win the international market
It is a shortcut for enterprises to register the Chinese names of world-famous brands in the early stage of development. With consumers' awareness of these big brands, enterprises registered with Chinese names can save a lot of advertising fees and then easily open up the domestic market.
Nike's marketing of Air Jordan brand in China undoubtedly adds points to Jordan's market expansion. After the success of Jordan Company, Fujian shoe enterprises successively registered the Chinese names of NBA basketball stars such as Kobe Bryant and everson as corporate brands, but these brands have nothing to do with the stars.
Although Jordan Company benefited from cybersquatting, it also set a bottleneck for it to gain a broader development space. Jinjiang, Fujian, where Jordan Company is located, is an industrial cluster of sporting goods in China. Well-known brands such as Anta, Xtep and Haosha gather here. Since OEM, many well-known brands have been born here. Jinjiang sporting goods enterprises are facing problems such as financing to open up the international market and industrial upgrading. Listing has become the goal of many brands.