Luxury Brands Are Beginning To Awaken, And Technology Forces Will Be Perfect.

We have heard about luxury brands during this period. Cottage brand I am afraid there is a lot of fighting between them. But what can we do to eliminate this behavior to the maximum extent? Maybe some luxury brands are worth learning from. In fact, it is precisely because the reputation of luxury brands is too loud, and there are also consumers who can not consume, resulting in abnormal growth of market demand.

At the beginning of this year, Moncler First of all, we started the science and technology Sonata for counterfeiting. Moncler embeds RFID technology on products, and helps consumers to inquire about the authenticity of products by setting up the security authentication code website independently.

And then, Ferragamo also began to implant. Micro anti-counterfeit chip The range extends from ladies shoes to all product categories. After a series of anti fake lawsuits, Nike chose to start a legal team + anti counterfeiting technology research and development to fight the counterfeit and shoddy products.

But with the awakening of the brand side, the use of technology to carry out arms protection, I believe that the intensity of counterfeiting will be even higher. However, the problem is coming. Where should manufacturers of counterfeit and inferior products go after technology?

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There was an ADI king before, and then there was new Byron, recently Andrew, and Jordan, who had been in litigation all the time. Many people criticized and despised the brand of the Shanzhai brand at the moral level. But has anyone ever wondered why China's Shanzhai brand has always been able to go on and on?

Speaking of this topic, we must start with the industry structure of Chinese sports brands. The three major sports brand clusters currently operating in the Chinese market include: Beijing (Lining /kappa/ Pathfinder, etc.), Shanghai (adidas/ wolf Claw / Decathlon and other foreign brands' China operation headquarters), Fujian (Anta / XTEP /361/ PEAK / Hongxing Erke / Jordan and so on). The famous brand of cottage sports is from Quanzhou, when the number of stores reached 3000 Adi Wang headquarters, and it only took 20 minutes to walk to XTEP headquarters. There are also Guangdong sports brand camps that have already been killed.

Why does Fujian produce the largest sports brand cluster in China? And there are more and more sports brands in the endless stream. What is the difference between this area and Beijing / Shanghai? Let's see Beijing / Shanghai first. What is the sports brand of Fujian? First of all, we must be clear: behind a successful cottage brand, there is a successful enterprise; behind a successful company, there is a successful industrial chain support.

What is the brand of sports in Beijing? The industrial chain behind the peripheral sports brand is the sports shoes and garment manufacturing industry, while Beijing clusters do not have such an industrial chain support for the production of sports shoes and clothing. The largest industry chain of sports shoes and apparel manufacturing in China is concentrated in the Zhejiang Fujian Guangdong line. The retail shoe and garment manufacturing industry around Beijing can not provide fast response, low price manufacturing capability of sports products. This leads to Lining's brand that makes outsourcing, and some shoes and garments manufacturing will be subcontracted to Anta controlled manufacturing plants. What does this mean? It means that the cost of Anta is Anta's profit. This also means that the key factors of Lining's production quantity, type, material and technology are not secret to Anta. Similarly, a lot of sporting goods such as nike/adidas are also produced on the assembly line of Anta (why do we have) factories. There is nothing wrong with manufacturing outsourcing to a simple factory, but it is not a good thing to meet a competitor who makes a brand and makes a brand.

What is the brand of sports in Shanghai? The international sports brand operating in the Chinese market is basically concentrated in Shanghai. However, these headquarters often only have two functions, namely, marketing function, R & D and manufacturing, either in overseas headquarters or in independent operation system. That is to say, although Shanghai has Decathlon's headquarters in China, they only sell their products. In essence, Shanghai's international brand China headquarters are trading companies, not a brand enterprise with R & D / manufacturing / sales capabilities, and no difference from Anta Shanghai branch. The sports brand industry cluster in Shanghai area has not seen the soil of incubator brand from the perspective of the integration of business capability.

What does Fujian have? The sports brand of this plate is basically a factory built by OEM at the early stage, and it has the ability of R & D and manufacturing at the beginning. (similarly, why does Zhejiang / Guangdong that have the same condition have no birth brand cluster? The only thing missing is brand and marketing, which involves flying the general imagination, the execution power of the nine wolves, and all this comes from people. This plate movement brand enterprise, is very good at spending money digging people, digging Lining, digging Nike, digging ADI, digging Taiwan, digging Hongkong, digging South Korea, digging the United States, there is a saying that is not good: as long as the hoe is good, no corner can not be inverted. It not only digs up the top management staff of these top companies, but also costs a lot of money to invite world-class consulting companies. The cost of research and development of XTEP's shelves has been 7 million to Korean people. Anta has done business intelligence for IBM. R & D / manufacturing / marketing / execution team is the international standard. The advanced technology and experience of the leader is also studied by the surrounding enterprises. The soil of the brand of the continuous incubation campaign is shaped.