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Home domestic and international trade fairs thematic brand weekly briefing meeting room video collaboration micro reviewed journal Exhibition News You are here: News> Brand News> take special steps in the entertainment industry, "hill" special step in the entertainment occupy "hills" 2009-09 -25 09:28:10 Chinese shoes network xz.cn Source: First Financial Daily shoes brand shoes brand Daquan Daquan Daquan mens shoes brand shoes brand shoes join join Chinese shoes network Sept. 25 hearing on September 22 Day, president of Xtep small waves and days of entertainment media Co., Ltd. announced an agreement to become the top five Happy Girl Xtep spokesperson, this means that China Dongxiang (5.12,0.01,0.20%) hand Huayi Brothers Six months later, special steps in the entertainment industry also occupies of a similar size "hill." Teamed days of entertainment media, for small waves meant a lot, the most negative sense may lie Happy Girl recreational resources at least not by his opponent used as special steps such as domestic enterprises in the second and third tier cities in the bustling commercial district street to open up to eight Like shop will occupy the site after light, Nike, Adidas multinational brands such has little tiny bit of land. Saturated shop small waves 10 years ago began Maibing Gun and sugarcane, with the same boss in Fujian Jinjiang Anta Ding Zhizhong former classmate, there are many similarities, 39-year-old Ding Ding Zhizhong waves with almost the same age, they start early into business, but in the later course of development, Ding Zhizhong embarked on the road of professional sports, the small wave then turned to fashion sports products. In 1994, ANTA brand was founded in 1999 as ambassador signed Linghui,nike air max 90, Anta professional sports enterprise image quickly became popular in the country. At the same time, small waves of the brand has not yet established, are hard at doing sports shoes OEM, small waves of the CBN, told reporters: "Nine years ago,billige nike free run 2, one hundred percent of our products are OEM for export, from entering the domestic market, the creation of brand perspective, we are one of the enterprises in Jinjiang latest. "repeated reductions in the foundry profits, even approaching the cost of the case, in 2001," Export king "small waves start to the domestic market,UGG Outlet Online Sale, the creation of" Xtep "brand, fashion sports strategy began to take shape, the small wave, said: "Those who start a brand, we must first inventory of its own resources in the sporting goods market,ugg classic short sand, there are two aspects, one is the sporting goods, young people like to play a kind of sport that requires specialized sporting goods; another level they also have their own personality and idols, they like music, this is a new market, we have chosen is this market,nike roshe run women, then the problem is marketing, when most young people aspire idol Nicholas Tse, he was with rebellion and passion, very suitable for our spokesperson from the product point of view, we have designed, Wind & Fire shoe is red, then black and white sneakers gray in color, red is very unique. combined effect of these factors, we have a Wind & Fire sold 1.2 million pairs of shoes, breaking the record of the individual sports. "Although the domestic sporting goods market later, small waves on the expansion of sales channels is quite fierce. As of June 30, Xtep brand retail outlets reached 5,405,cheap michael kors outlet online, an increase compared with the beginning of the year 349. Entertainment resources to seize the small wave expansion of sales channels ferocious also reflected in the entertainment on the availability of resources. 2001, Nicholas Tse as a spokesperson, the Xtep fast, in Nicholass popularity has diminished inkling when, in 2008, Xtep signed Pan, Jolin Tsai, TWINS, including stars, entertainers expansion team again. And days of entertainment media cooperation, the Happy Girl five strong JiangYingRong, Li Xiaoyun, Huang Ying, Yu Kewei, Liu Xijun join, plus the original Nicholas Tse, Wilber Pan, Jolin Tsai and Charlene Choi, Xteps entertainment endorser has 9 people. In addition to voice resources, the special steps to become days of entertainment media in the sporting goods industrys only strategic partner, days of entertainment medias main recreational resources include 10 copies Happy Girl ten national tour of naming rights, the top ten national campus sign Happy Girl sales promotion, and special steps to share, Xtep also enjoy days of entertainment media in the future draft activities organized by other resources right of first refusal. In February this year, China Dongxiang announced cooperation with Huayi Brothers, from the television drama placement marketing began to test the water, and with the resources to expand the star of numerous Huayi Brothers to launch Star series production lines, including clothing, shoes, accessories, etc. range of products. Competitors move in the hearts of the small wave waves off much unknown. But to win, "Happy Girl" Let Ding Shui Po satisfied. It is said that the success of the negotiations on the night, small waves and days of entertainment media such as boss Dani drank four bottles of red wine. The small waves and Dani tens of millions from seated to sign an agreement only took two hours or so. D wave so involved because of "Happy Girl" high attractiveness of the campus population, as when Nicholas Tse difficult to resist the charm of the young.

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the formation of "strive to stabilize foreign trade
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the technology since October 2010 put into R & D
---   Recently, the reporter learned from Jinjiang Hong Kai Machinery Co., Ltd., the company successfully developed the "new right cylinder circular knitting machine" won the National SME Technology Innovation Fund 1,100,000. "The new cylinder circular knitting machine for the textile enterprises need one of the important production technology and equipment, which will greatly enhance the added value of knitted fabrics and garments, has a very broad market prospects." Acer machinery R & D and technical personnel Su Zhiyuan told reporters. It is reported that a number of new advantages to enhance the effectiveness of the new cylinder circular knitting machine is based on the utility model patent "single jersey circular knitting yarn ring support means," "double circular knitting machines on the plate along a triangular structure," and the patent "circular knitting machine Triangle adjusting device "and developed the patented product. "As a major textile production technology and equipment, new cylinder circular knitting machine is mainly used for the production shift needle jacquard fabrics, jacquard fabrics mesh shift pin,UGG Boots Cheap, positive and negative shift needle jacquard cloth and other high-end front and back mesh jacquard knitted fabrics, which brought to the added value of textile enterprises will further improve production efficiency. "Acer machinery research and development department director Zeng Zhiming said that. Zeng Zhiming told reporters, compared to the previous technology projects, the new right cylinder circular knitting machine has its own innovative edge. For example, through the upper and lower gear synchronization systems innovative design, the solution up and down gears synchronized operation accuracy is not high, greatly enhance the operation of the machine speed. The complete set of the knitting operation in the triangular and the friction angle allowable range, by reducing the movement distance, reducing the width of the triangle,michael kors selma satchel, to the increase in overall ones, the machine capacity production greatly improve the effect. In addition, the new cylinder circular knitting machine for seat adjustment device in the Triangle and triangular seat all the way to a structure also has its own innovative design. "The former can reduce the part material requirements,nike roshe run women, improve tuning accuracy and stability, while the latter is not reduced under the conditions of assembly precision circular knitting machines can eliminate the inconvenience demolition, common defects and poor." Zeng Zhiming told reporters. New machine can replace imported products, "new right cylinder circular knitting machine" project has now matured to the extent of it? According to Su Zhiyuan introduction, the technology since October 2010 put into R & D, Chen, chairman of treasures from the Acer mechanical personally leading technology and management, the entire R & D team consists of R & D manager, director, technical personnel and other eight members, is now the prototype 2012 is expected to formally put into use. It is understood that the project has now mastered the big circular knitting gear support structure, such as a pressurized central adjustment mechanism design and manufacturing technology, but also overcome the triangular seat adjustment device, supporting device and yarn circle triangle seat all the way to a structural design manufacturing technology. "The relevant inspection and testing, we are the product of the performance indicators are in line and superior testing standards." Su Zhiyuan told reporters that the product prototype has been knitting enterprises in Anhui province Jiangyin and trial, "users of the machine reflect quite satisfied,nike air max 2013, they all said that the machine high efficiency, low noise, small vibration, fabric yield, can replace imported products. "It is reported that Acer machine is a national key high-tech enterprises,nike blazer mid, the provincial high-tech enterprise, has There are more than 20 patents,UGG Outlet Online Sale, the company has dozens of high-quality professional and technical R & D personnel and several senior engineers. In addition, the Acer machine further expand technical cooperation with universities to upgrade their level of technological innovation.

quality and price of the comprehensive upgrade
---   Beginning in 2001, the national sport shoes market share rankings, travel and sports shoes brand Anta similar products in five consecutive years won the first, to become Chinas new generation of well-deserved "shoe king." Reject an international brand "work" Anta inception coincided with similar enterprises in Fujian international brands to do the processing for the peak period, which is a risk-free and profitable business model. However Anta business decision makers recognize that the domestic market has great potential, despite the short term to take this path processing for businesses accumulate some money, but in the long run, it will lose the most valuable development time and become a vassal of international brands. Thus, Anta alone initiated the pace of development of the domestic market, and quickly completed the self-management of the "triple": First, the completion of a nationwide sales network construction. So far,{canada goose jakke|canada goose jakke|canada goose jakke|canada goose jakke dame|canada goose jakke mænd|canada goose jakke tilbud|canada goose jakke dame tilbud|billig canada goose jakke|canada goose jakke dame lang|canada goose jakke dame billig, Anta network model is still a model for local enterprises. Secondly, became local businesses with professional background and the image of well-known brands. Anta completed from the ordinary to the professional sports shoes sneakers paid off, continue to impact the professional market, has been in the secondary market to dominate. Finally, completed from a single manufacturer of sports shoes to sports apparel, footwear, luggage and sports equipment manufacturers shift, initially formed large-scale comprehensive sports goods manufacturers prototype. This shift and across great significance, it will provide long-term development Anta broader stage and space. Product brand reputation foundation laid emphasis on product quality and product image, thus shaping the reputation of the product up to the brand level, ANTA brand building is a major feature. ANTA 1991 construction,Canada Goose Jakke Dame Lang, 1999 really started the brand operation, with nearly nine years to solve the product problems, network problems, and marketing power problems. Faced with three levels of competition, the ANTA products to create the reputation as the core, take three different strategies: one, compete with international brands, the quality and price through the fight, drive brand, quality and price of the comprehensive upgrade; Second, the brand Li Ning and quality of competition, to avoid fratricidal premise, sympathetic, and common progress; Third, in the third and fourth lines of market competition, avoid price competition, take advantage of a good product reputation, establish brand position. Antas products mainly include shaping the reputation of the following four aspects: First, to build products based sneakers reputation by allowing consumers to "ask some questions" has driven the overall reputation of the products; secondly, by creating a professional image of sport shoes, enhance product reputation; Third, through marketing model improvement and innovation, the formation of products to build and continue to enhance the reputation system; Fourth, by creating excellent product quality, product reputation of the most laid a solid foundation. From a single brand to a corporate marketing in 1999, Anta invite the world table tennis champion Kong Linghui as a brand ambassador, and "I choose, I like" slogan as Anta, Anta brand began a large-scale promotion and publicity activities. 2000, Anta sponsors Sydney Olympics Chinese delegation during the Olympics strong brand communication. Chinese delegation made outstanding achievements and Linghui kiss after winning the national flag on his chest sportswear wonderful moment, so Anta quickly became popular almost overnight. "Anta - Linghui" effect in the Chinese sporting goods industry had a greater impact, becoming sports stars as a corporate product spokesperson of the most successful examples. ANTA has also spawned branding "voice + CCTV" mode. But did not stick Anta "spokesperson + CCTV" branding model, but on this basis with strategic positioning and goals, gradually improve and innovate, increase the brand promotion model for enterprise marketing mode. Celebrity endorsements Anta group spokesperson from the 1999 Olympic champion Kong Linghui to the famous NBA star Battelle, the world champion Chinese womens volleyball team captain Feng Kun, table tennis world champion Wang Hao,{canada goose jakke|canada goose jakke norge|canada goose jakke dame|canada goose jakke oslo|canada goose jakke barn|canada goose jakke pris|canada goose jakke bodø|ekte canada goose jakke, CBA potential players Wang Bo, spokesperson of the field in the widened. This change not only expanded the influence of Anta, more importantly, reduce the risk of spokesperson. Directional sponsored events from long-term strategic focus, the system to sponsor sporting events, brand building a more solid foundation. Brand building requires a long-term accumulation process, like Marathon,ugg slippers canada, businesses only assess the situation in the long process to become the final winner. Anta sponsorship from event marketing (for specific sporting events sponsored) to develop strategic marketing (long-term orientation sponsorship) is a big step forward. Take the professional road Chinas sports shoes, strictly speaking, only be regarded as sneakers, and the lack of professional foundation, which is relatively well-known international brands of Chinese brands powerful advantage. Anta launched a wide range of sponsorship, ostensibly for brand building needs, but deeper look out professional considerations, because only with professional sports combine to create a professional image and professional products. Meanwhile, ANTA has also invested heavily in building a peer only sports science laboratory, established a professional research team. Technical and professional capacity, has enabled ANTA sponsored object according to the characteristics of each player, tailored completely humane and professional products. At this point, widely imitated by domestic counterparts Anta model has evolved into "voice + CCTV + + sponsored professional development professional" marketing model. The core value of this shift is the ability to model and product branding, market operation system together. Proprietary system to do the brand created for start-up brands, so the market is doing sales network, the first in the industry to raise Anta up shop, open large stores strategy. Since 1991, Anta embarking established throughout the country, a complete sales network, and now, Anta in the industry in China has the largest number of terminals. Anta strong network is also carried out from 1999 began a massive brand building the most solid foundation. But with the transfer of corporate strategic objectives and competitive environment changes, the network limitations such as the promotion of new products is slow, outdated mode of operation, operation backward consciousness gradually manifested. To change this situation, starting in 2001, began the network Anta repo operations. Until the end of 2005, Anta has taken control of 40% of the terminal. And that 40% of self-operated stores, accounting for 60 percent of the companys sales. Meanwhile, in order to strengthen brand building, establish a good brand image, ANTA has also invested heavily in the construction of the 200 or so flagship store. It is worth mentioning that the long expansion Anta outlets and elimination are performed simultaneously. This indicates that the network expansion Anta has entered a mature stage, is no longer simply in order to expand sales, but to brand building, market impact, sales performance and long-term development overall planning together. From the agent to the principal, not just changes in network mode, more importantly, this is changed to provide greater market Anta operating autonomy. And products in the network transition,nike free run tilbud, the speed key to success of enterprise, any indecision and inaction will have disastrous consequences. Begin international "soldiers do not want to become a general is not a good soldier", likewise, want to go the international route of the enterprise will not be much future. Do international brand has been the pursuit of Anta, Anta and for this began a series of explorations and preparation: 1, follow, innovation, challenge the international brand for international brands, Antas attitude is "follow, innovative and challenging." Anta know not happen overnight catch up with international brands, but you can learn from the successful experience of international brands and shorten development time. The face of international brands, Anta without looking up, but the face, find a breakthrough point, high-end international brands in China in a monopoly position on the market,{canada goose jakke|canada goose jakke|canada goose jakke|canada goose jakke dame|canada goose jakke mænd|canada goose jakke tilbud|canada goose jakke dame tilbud|billig canada goose jakke|canada goose jakke dame lang|canada goose jakke dame billig, Anta that local enterprises can in a stable second and third tier markets, based on the challenge to them, Strategically gradually share the high-end market. 2, the introduction of a large number of enterprise talent competition is ultimately a talent competition, Anta well versed in this, the introduction of a large number of highly qualified personnel with experience in serving international brand of senior personnel. Anta demand for talent is to enter Anta Anta must first accept the culture, familiar Anta business model, can enrich and innovation, but does not allow others to set. 3, cross-border cooperation to ensure R & D leading R & D center set up in Guangzhou Anta and take a cooperative approach to ensure that cross-border R & D work to international standards. Anta sports shoes in order to improve the grade, quality and technology content, they have and the world famous sports shoes professional enterprise to achieve cooperation, joint production, research and development of innovative products. 4, corporate senior management through visits, training, firmly stand in the market to ensure the forefront forefront of the industry and the international frontier. Meanwhile, the limited international operations, the international market for the future accumulation of experience, and also to feel the international trend with ease. Postscript: In an interview on the Anta, Anta Ding Zhizhong, president of a point touched me greatly. He stressed that the reason why no large-scale Anta access to international markets, mainly due to not attach importance to the international market is not, nor is it do not want to enter the international market, but can be copied without the formation of international marketing. D always thought that the reason why the Chinese market Anta invincible, the most important is to have a can be replicated, effective marketing model, and now this marketing model has not yet ripe for international replication. International brands can be marketed around the world so the key is that it can have a copy of the global marketing model. Although this model can not simply be transferred, must be based on the different circumstances in different countries improve and innovation, but the main pattern is established, unchanging. Globalization can be replicated in China to build a marketing model, which is a very creative point of view, but also a very bold vision.