New strategy and new play
Besides the change of the store image, Jordan products are also changing. Walking into the store of Jordan Sports, the LOGO of the product is not only "the person who plays basketball". Among them, the appearance LOGO of some clothes has been changed to "BUN+", and the font is equipped with lightning-like graphics below. In some clothing products, conspicuous words such as "TEAM", "SHOT" and "YOUTH" are used, and there is only a thumb-sized "basketball player" sign at the neckline at the back.
According to Cheng Wei, an expert in textile and clothing brand management and general manager of Shanghai Liangqi Brand Management Co., Ltd., Jordan Sports has made changes mainly due to legal norms, and now it is difficult for Jordan Sports to know that the law is illegal. This was possible 2 years ago, but the current market environment is not allowed.
In addition, Jordan Sports also sponsors sports frequently, and at the same time, it uses the sports platform to convey the brand image. Since 29, Jordan Sports has represented China brand in the World Universiade for six consecutive years. In 216-219, Jordan Sports was also the official partner and equipment sponsor of FISU, and also the partner and equipment sponsor of Chinese and Russian delegations in the 25th-3th Summer Universiade.
After the death of intellectual property rights
, Michael Jordan appealed to the Beijing No.1 Intermediate People's Court and the Beijing Higher People's Court, and both the results were upheld. In 215, Michael Jordan applied to the Supreme People's Court for retrial again. On December 8, 216, the Supreme People's Court pronounced a judgment to revoke the trademark dispute ruling of the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce.
interestingly, in March 218, Jordan Sports filed a lawsuit against Nike. At that time, the disputes between the two parties were: "Whether the defendant used the related logos of Jordan (including Jordan official website, Jordan basketball shoes, Jordan clothing, etc.), which the plaintiff enjoyed the exclusive right to use a registered trademark, as keywords to promote and sell its sports shoes, infringed the plaintiff's exclusive right to use a registered trademark, and whether the defendant's aforementioned behavior constituted unfair competition."
according to Guo Bin, secretary-general of China Sports Industry Research Center in Peking University, Jordan Sports is "both successful and unsuccessful in Xiao He" and is trapped in frequent and long-term disputes over property rights. Jordan Sports urgently needs to change its product LOGO and store image to get rid of the troubles, which can also be regarded as a brand strategy of Jordan Sports in its development period.
The impression of a fake is hard to forget
Mr. Feng, another post-9s consumer who loves basketball, said that because the logo of JORDAN Sports is very similar to that of Nike JORDAN, wearing a pair of shoes of JORDAN Sports is totally different from wearing a pair of shoes of Nike Jordan to play basketball, and Jordan Sports makes people mistake it for Nike Jordan. Even if it is not a comparison, it will be very embarrassing for friends to see it.
insiders believe that at present, the sports industry is in a stage of rapid development, and both the government and enterprises are making great efforts in sports consumption. Jordan's change is not only to eliminate the impression of shanzhai, but more importantly, he hopes to seize the development opportunity under the new outlet. Previously, Jordan Sports failed to go public, which made it miss the stage of rapid expansion.
this is also confirmed by some third-party data. According to the data of Tmall TOP brand in the sports/casual wear industry disclosed by Yun Guan Consulting in April 218, Adidas brand sales ranked first, with a year-on-year increase of 16%, with a scale of 147% billion yuan and a market share of 18.68%; Followed by Li Ning and Nike. In this top ten list, there is no Jordan Sports.
On January 15th, 219, the Action Plan for Further Promoting Sports Consumption (219-22) issued by the State Sports General Administration and the National Development and Reform Commission clearly stated that by 22, the total scale of sports consumption in China will reach 1.5 trillion yuan.
In this regard, Guo Bin also pointed out that Jordan Sports has entered a new stage of truly independent brand building in brand development. In the future, Jordan Sports needs to pay more attention to the creation of specialized and subdivided products, continue to exert its strength in scientific and intelligent research and development, and find new breaking points.