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& nbsp; & nbsp; & nbsp; [Chinese shoes Network - Brand Dynamics] Earlier this month, Anta released semi-annual report this year on revenue of 4.1 billion up by 22%, net profit of 800 million, an increase of 28%. downturn environment, Anta is the industry's first brand to positive revenues, "he returned to the growth track up" and the net profit reached a record high points. Prior to the first half of 2011 Anta peak, creating a 927 million net profit. Since 2012, the mainland dismal retail environment, the garment industry because of high inventories, closed shop tide and other factors has not bottomed out. Li Ning recently announced that due to the expansion of direct sales network, clearing channel inventory and other reasons, it is expected first half loss of 550 million yuan, the market surprise. while Shanghai and Hong Kong will be opened on the occasion pass, with ANTA Shizhong, Chairman talk. Anta recovery is representative of the industry, or a case? do "brand wholesale" led to industry-wide dilemma reporter: in 2012 the whole industry in trouble, Anta is how to come out of ? Shizhong: 2012, when the entire industry is in crisis, Anta also not spared, I was inside a lengthy self-examination, that the problem lies in two places: one, into the homogenization of competition; Second, the business model is not changed. the first time, the domestic sports business model is actually a "brand wholesale", after the corporate branding to sell to dealers to get away, do not worry about ongoing operations, this rough business model is the one with more than a dozen year. In order to solve these two problems Anta, I propose, Anta "brand wholesale" from the "retail brand" strategic transformation. Reporter: specifically how to do ? Shizhong: Specific transformation includes flattening the organizational structure, sales performance and grasp the retailer's in-store inventory l jordans on sale mens evels; the use of ERP systems collect data for retailers ordering guidance; retail discount policy is more strong, strengthen dealer competition and profitability; strengthen elasticity of supply chain management, optimizing flexibility and efficiency of the replenishment, product differentiation and to meet seasonal demand for the main product. For example, in the past, ANTA products R & D expenses in cost of sales accounted for only 1.5 percent a few, but the first half of this year reached 4.4 per cent a few, nearly 100 million yuan. Our gross profit margin increased, a large part of this year's contribution from new products. Reporter: high inventory is the focus of this round of industry plight outside criticism. Shizhong: Transition benefits are obvious, although there are still 791 million yuan Anta inventory, but sales ratio (the ratio of inventories to sales, inventory levels to detect whether a reasonable indicator) began to decline. Currently, Anta's sales ratio of 4: 1, in a healthy state. It should be said, is not conducive to sales of inventory is too low, healthy inventory levels can ensure that the needs of sales, while avoiding heavily discounted status. Reporter: From the semi-annual report, the total number of ANTA brand shops as 7701, reducing 56 more than last year, but its children and Fila brand but had increased the number of stores. Shizhong: Anta transformation strategy, adjust the number of stores, store structure optimization and upgrading, improve operational efficiency it is also the key. Anta past two years total off store over 1000, but actually increased the size of retail, so it seems, shops store efficiency, floor effect has been greatly improved. of Anta, the past but also the pursuit of quantity, now in pursuit of quality. Effective shop is the most important, ineffective shop unimportant. Generally speaking, as long as the loss of shops a jordan retro 14 white/fuchsia blast/black ccounted for less than 20%, it is good, Anta in the lower level of the digital control. CBA signed abandon the Chinese gymnastics team are driven by market behavior Reporter: strong resources to seek sponsorship rights, build brand image is an important strategic sporting goods business. in earnings this year will be two days ago, suddenly announced Anta fully cooperate with the Chinese gymnastics management center. The news surprising, as the gold medal favorites, national gymnastics team sponsorship rights for a piece of "fat" Li Ning has been occupied, cooperation between the two has been for 23 years. Ding Shizhong: In fact, by the end of 2013, the national gymnastics team and Li Ning, the company's cooperation agreement expires, the national gymnastics management center began to tender. We have a priority right to renew the Li Ning, and not gymnastics center and negotiated a new period of cooperation, which gives the opportunity to Anta negotiations. Reporter: Anta compete with international brands, there are many Anta winner, so the market is full of "Li Ning, Anta enter restricted area" and so on interpretation. Shizhong: Sponsored not that complicated, just kind of market behavior is now strategic objectives match. The Gymnastics Center is sponsoring market behavior, no other factor. Two years ago, Anta give up and cooperate seven years China Basketball Association (CBA) contract as well. Anta CBA was the main reason to give up sponsorship is, CBA bidding price is too high, so that the input-output ratio is too low Anta. Reporter: Chinese gymnastics team signed, the capital market is very concerned about the size of shareholder return that investment. Shizhong: This is a long-term sponsor, the impact on performance will not behave so fast, but gymnastics is one of China's best sports project resources, I believe will have a positive impact on the brand, will enh Retro jordans for sale ance the brand's long-term income. According to ANTA strategic considerations, as long as possible to take the title in the Olympic team, they are targets. Especially the gold medal team. "Anta core strategy is very clear, that is focused on Chinese sports. We want consumers to think of the Chinese sports, we can think of Anta." Anta to do mass market, learn to be finished Nike Reporter: downturn in the larger environment, Anta was the first in the industry to achieve revenues of positive brand, Anta recovery is representative of the industry, or a case ? Shizhong: Anta recovery, does not represent the entire industry recovery. Not all companies can come out from the bottom, in the short term, domestic brands are still facing serious homogeneity, intense competition problems. But we also see that with the urbanization continue to increase the proportion of urban population, will help drive the sport needs, plus the public revenue increased urbanization, good sporting goods industry future prospects. sporting goods market has been growing on the sporting goods business, the key is to identify the location, in a nutshell is to withstand the temptation to blindly follow the trend. The diverse domestic consumers, as long as identify their location, must have living space. Reporter: Many people Anta, Li Ning and Nike, Adidas and other international brands than Nike hopes to make another. Shizhong: I want to ask you a question, why China all walks of life to a certain extent have suffered serious homogenization that there is no reason to find the gap?. If you do Anta also learn the international brand OEM OEM, that Anta is finished, it is survival of international brands. My idea is very simple, international brands to the international brand market, domestic brands to domestic brands in the market, which a business can not take-all. The Anta target market is the mass market jordans on sale online , mass consumer pursuit is cost-effective, and half Chinese people can not afford our products, you say that there is much room? US population of 300 million, the average person has 4.5 pairs of sports shoes, but in China, this figure is only 0.5 pairs of sports shoes most popular in Guangdong, only 1.2 pairs. He said: "China has 1.3 billion people, 13 people if there is a person to buy Anta shoes, Anta able to sell at least 100 million pairs, but now that goal is still some distance away . Reporter: Investors Looking to next year's performance at Anta it. Shizhong: Anta second half of the gross margin, net profit will remain flat with the first half performance would surely be a better year next year, which I have confidence. I once asked one of our major shareholder, how to judge which stocks to buy? He said a lot of models, but not mentioned priorities. Buy a company's stock, the first to buy a business, buy a performance second, third, to buy the business model, and the fourth to buy the team. Anta these four aspects are good. 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After ??????? shooting his girlfriend murder case, Nike has quickly made PR move, issued a message of condolence for the families of the victims statement, while on the official website removed ??????? allowed Nike endorsement of an advertising inside the content and 'shootings, violence' and so too have the relationship. (Note: The ad view Left caption reads: I am the barrel of a gun bullets) After a few days of consideration and observation, Nike finally made the decision to drop. endorsements and sponsorship in the history of Nike, spokesman for damage due to the achievement, ethics and corporate and brand image and affect the image of the event is not uncommon. Such as Kobe Bryant, Tiger Woods, Lance Armstrong and Nike gave Liu Xiang so confronted brand image crisis. Nike in "trouble" after treatment and processing of these athletes are not the same decision. - 2003, the Kobe & middot; Bryant (Kobe Bryant) to face rape charges in 2003, when Nike gave support. - in 2008, Liu Xiang in Beijing (stores) Olympics out of the race after 48 hours, not Olympic sponsors Nike issued a statement in support of Liu Xiang took the lead, then also mobilize their extensive global resources to Liu Xiang and his team introduced America's best medical and exercise experts to assist the development of treatment and rehabilitation programs. From 2008 to 2012, spanning four years, Nike and Coca-Cola are but two did not give Liu Xiang's two sponsoring brands. - In 2009 Tiger & middot; Woods appeared privacy scandal, under great pressure of public opinion, Nike, Woods did not give up, and its renewal. December 1, 20 cheap foamposites 09, Woods in the official representation temporarily out of the race, and then on the 13th, Woods released repentance, officially admitted that he cheated on his wife. 13, 14, two successive Woods sponsors have expressed stop sponsoring Woods. Nike said it would issue a statement on the 13th day of the full support of Woods. After that, Nike began to actively help Woods to return to golf arena. Before April 2010 start of the Masters golf day ? Tiger Woods Nike launched a tender version of commercials, advertising Woods heard already dead father asked: "? Have you learned what" - 2012, the Tour de France seven-time winner Lance Armstrong doping scandal broke, but Nike quickly left him. Nike in the year on October 18 in a brief statement said: "From the conclusive evidence submitted by the United States Anti-Doping Agency, the Lance & middot; Armstrong's alleged doping, while he also misled Nike more than a decade, We were very sad, and therefore has terminated the contract with Armstrong's. " Well, now we have to guess at the Nike controversy and scandal whirlpool treat athlete, what it is based on whether or not to give up. Nike where the line is 1, the results sometimes fall, accidents occur on the field, did not constitute a reason to abandon the Nike athletes. Instead, Nike will fail leveraging competitive temper and sublimation of human nature to marketing its own brand connotation. 2, outside the stadium indulgent, life occasionally derailed, so as to cause public controversy, will not give up for Nike athletes. "Nike does not encourage individual outrageous behavior, but that is part of human nature to make mistakes, it should be tolerant of" - "Bloomberg Business Week" (Chinese edition) has been reported to say: Nike believes indulgent, deviant positive It is part of the charm of the athletes. This is part of the NBA players face when Nike (such as Bryant) case involvin Cheap jordans online air jordan 11 blackout for sale g rape, sexual harassment scandal, and the Woods family life derailed storm, show tolerance reasons. 3, but derailments involving public can not tolerate the bottom line. For example: child sexual abuse. Joe & middot; Paterno (Joe Paterno) is guilty of thing in it, then stay out of Nike and clear. 4, in any case, can not deceive and crime. Armstrong and "Blade Runner" are like this, once they are authoritative sports organization with the Tribunal allegations, Nike immediately abandon these athletes. For example, when Schumacher Armstrong doping rumors just public opinion and discussion accusations, Nike still observed, once the United States Anti-Doping Organization condemned the report published in 1000, Nike immediately cut off contact with Schumacher. 5, and the length of time the Nike whether to give up cooperation with players not directly related. Of course, Nike was reluctant to give Tiger Woods, Nike Golf brand will certainly consider the 13-year partnership with Woods, in this context, to what extent can withstand Nike golf with Woods split? But Nike will not be "kidnapped Time . " Armstrong had it for 10 years of cooperation, but it comes to doping scandals and deception, as the break-off. Of course, Tiger Woods, Nike has not yet abandon, but business is business, recharge the endorsement pricing is inevitable. In 2010, Woods endorsement of Nike cost fell 50 percent, from $ 20 million in 2009 fell to $ 10 million in 2010, citing very clear: Nike need to punish their indecent behavior, for two consecutive years penalty deduction him Part endorsement fees. To sum up, on the one hand, Nike "elite sport" brand positioning, must meet the requirements of its spokesmen and evaluation of mainstream morality; on the other hand, its advocates "Sport" and "personality" brand connotation, but also so It can accommodate some failures, mistakes, mistakes - which includes both the arena, but also the athletes personal life. Most of China's brand, still in the top levels of the first five points of the point of it: Xianshibumiao ran. (Chinese shoes Network - the most authoritative and most professional Footwear News)0.jpg (464.5 KB, download number: 0) download attachments saved to the album 2014-1-5 13:07 upload 1.jpg (437.42 KB, download number: 0) download attachments saved to the album 2014-1-5 13:07 upload 2.jpg (485.96 KB, download number: 0) download attachments saved to the album 2014-1-5 13:07 upload 3.jpg (465.56 KB, download number: 0) download attachments saved to the album 2014-1-5 13:07 Jordan uploadThe meaning of the sky in 2014-4-3 09:42 editing stroke visvim-2014-01.jpg (49.84 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-02.jpg (60.03 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-03.jpg (59.16 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-04.jpg (52.56 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-05.jpg (53.28 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-06.jpg (66.88 KB, download times: 0) download attachment save to album Upload 09:41 2014-4-3 visvim-2014-07.jpg (68.27 KB, download times: 0) download attachment save to album Upload new 2014-4-3 09:41Time: 2008-06-16 14:19 source: www.smg.cn Author: www.smg.cn: click on the ICBC Mianyang branch in Fucheng for disaster relief funds for employees to purchase brand-name sports shoes that industrial and Commercial Bank of China Mianyang branch yesterday responded that buy Nike shoes are for employees in the earthquake danger of running faster, with the disaster relief funds rather than donations, at present the bank has asked employees personal money to buy shoes. Guangzhou Daily reported that ICBC "after" type of announcement and buy shoes by providing personal remedial measures of according to ICBC Mianyang branch in Fucheng for disaster relief funds to buy brand-name sports shoes for staff, industrial and Commercial Bank of China Mianyang branch yesterday responded that buy Nike shoes are for employees in the earthquake danger when run faster, with the disaster relief funds rather than donations, currently the bank has asked employees personal money to buy shoes. Guangzhou Daily reported that ICBC before "it" style of the announcement and the purchase of shoes by providing personal remedies and cannot veto wrongdoing. Even if the unit has "when danger", must "wear sneaker" requirement, do not apply the method of deceit to buy 500 yuan of high price famous brand shoe The article said that the Mianyang ICBC Fucheng branch will practise fraud, it is the Bank Monopoly units and employees "spoiled" and "routine" caused by. Although the bank has now "returned" the funds, but accountability and social reflection can not be stopped.20140108080926_24498.jpg (46.04 KB, download number: 0) download 2014-1-8 08:44 upload A new generation of Jordan CP3.VII is located in troubled African, Cameroon is no exception in the junta & middot; populist & middot; revolution of the cycle, the folk elite into the government and the army then in turn kill other elite. The children are into military warlords as fodder for "meritorious". · war; poverty like a virus, let this small West African country in dire straits. Eto'O's family is typical of this country: living by farming, too many brothers and sisters as pour as a church mouse. Young, he can not afford school, usually in addition to help parents to do farm work, housework is and the village of small partners to play football. Sand land is like feet, feet sometimes bled, but the crowd cheered as he insisted the reason. At that time, there was a pair of good shoes is the biggest wish of his childhood. In a local contest, because of personal ability, the accident was found to scout, occupation team. He first understand except during the reign of guest to deceive the public, to join the army to kill, in this country, there are a way can succeed, to live a good life, that is to play football. the following story many people understanding, 2008-09 season, Samuel Eto'o in La Liga scored 30 goals, in the Champions League final again scored the goal to help the team to a 2-0 victory over Manchester United to win the title again. Assist in Barcelona won La Liga, King's cup and Champions League, made a lot of Barcelona's treble. In Barcelona, Samuel & middot; Samuel & middot; Firth to help the team won the three times champion of the Primera Liga (05,06,09), two Champions League titles 06,09 and personal goals reached 108, become the history of La Liga goal most African players. at his peak, the club's annual salary of up to tens of millions of euros, enough to buy the market for more than thirty years out of all sneakers. But he still to him the first pair of high-grade shoes has alone bell, KSL, puma King SL is puma2002 years of products, cheetahs when is this shoe one voice, in the world cup in Japan and South Korea, is wearing this boots, and have been used for many years. In 2006, Ronaldinho wore platinum R10 and Eto'o are still using this black and white KSL...... in an interview, he mentioned, KSL light let him recall when he was a child of the poor quality rubber shoes, and wearing comfortable, durable is his childhood dream of the greatest vision. Eto'O very lucky, met KSL, realize the dream of the juvenile; Ksl is also very lucky, met Eto'O, completed a pair of shoes that some mission. source: Rhapsody of original