Chen Yihong and chief financial officer Wang Zhiqiang for the first time in Beijing jointly accepted the media interview, in the face of this year's uncertainty of the capital market, Chen Yihong developed a "good internal strength, integration, not in a hurry to expand" market strategy.
China Mobile (03818.HK), a well-known sports brand Kappa trader, recently released its annual report showing that in 2008, the company's sales climbed 94.2% with sales revenue and profit of 3.32 billion yuan and 1.37 billion yuan respectively. In the face of this result, Chen Yihong, chairman of China Dongxiang, which has always been a low profile, said "very satisfied."
Kappa's brand road
Where the warriors, to coincide, to win the odd. So good surprises, infinite as heaven and earth, inexhaustible rivers. --"The Art of War"
The reporter just walked into Kappa's headquarters in the Beijing Economic and Technological Development Zone, and at first glance, he saw the phrase of the antiquity that was engraved on the wall. Chen Yihong, chairman of the understanding of the business field and the battlefield is no different, as long as the access to this industry, we must devote ourselves, just seven years, Chen Yi-hong to create their own clothing Empire. In the "Forbes" magazine "2008 China's potential business" appraisal, China's move to the top of the list.
The sportswear industry in which China Dongxiang is located is highly competitive. There are multinational companies such as Nike and Adidas, which are well-known for their R & D and marketing efforts, as well as a large number of local Chinese sportswear companies that manufacture at a low cost. China's dynamic can come to the fore by relying on excellent brand management and market operation capabilities; and, on the other hand, the management of the company beyond the field of vision and ways of thinking.
Prior to 2006, China Mobile Group was only a Kappa worldwide franchisee. In May 2006, China Mobile bought off Kappa's brand ownership and franchise rights in mainland China and Maucao from expanding its sales to self-development and implementation including product development, marketing, sales organization and channel strategy The whole business area. In the hands of Chen Yihong and his team, Kappa worked quite well in the Chinese market. Whether it is brand image, product design and marketing, Kappa has shown a charming Italian style and has become the "alternative" in sports apparel industry to highlight fashion and personality. .
With Kappa's reputation, China's dynamic business expanded rapidly. As of the end of last year, the number of Kappa-branded retail outlets in the PRC market reached 2,808. Chen Yihong said that this year the company plans to continue cooperation with the dealer in the capital, first-tier cities and the potential of second and third tier cities to add 650 Kappa brand stores to further consolidate the Group's retail network in the Chinese market, including an agent The number of shops accounted for 40%, two agents accounted for 60%, at the same time, the company will be stationed in Outlets brand discount stores, is expected to be an additional 60 stores.
Main difference between the marketing model
In his interview, Chen Yihong often said: "China Trends has always been committed to becoming China's best brand management company, not just a sports brand sales company." As a company's long-term goal of development, China Trends Develop a series of competitive strategies, of which "single brand internationalization" and "multi-brand in the regional market" are the two most important marketing strategies.
Sportswear industry, including design and development, manufacturing, marketing and channel management, marketing and brand management and other industrial sectors. The late 70s of last century, Nike adopted "light asset management" mode, changing the global sportswear industry, the traditional competition mode and value chain composition. The multinational corporations represented by Nike are good at operating high value-added links at both ends of the industry chain and have first-class competitiveness in such aspects as design and R & D, marketing and brand management. From the perspective of capital investment, Nike, Adidas two brands in R & D, celebrity endorsements, marketing, investment, far greater than other competitors. Not only is China brand, and other world-renowned brand sportswear and accessories both capital investment is still a big gap.
Of course, whether it can benefit the realization of "single brand globalization" depends on the post-merger integration. There are many advanced Japanese companies, such as technology, design and development, quality management, the key is how to effectively Phenix's strengths and market trends in China, the advantages of human resources and other effective combination. Wang Zhiqiang introduction, from the date of the acquisition, China Mobile has invested the first phase of funds 5 million US dollars and the second phase of 4.5 million US dollars in funds for the maintenance of business operations. At present, Phenix has brought a profit of RMB7.7 million to China Dongxiang and there is still much room for growth.
According to the annual report of China Dongxiang, "The integration of Phenix's design and development capabilities will enhance the current level of the Group in this area and provide the Group with a solid product design and technology development platform to support the Kappa brand and other brands in the PRC market In the long run, thereby strengthening the Group's overall competitive advantage. "In addition, Chen Yihong revealed that the company currently has a working capital of 7 billion yuan. The company will keep communicating with the acquisition target. "International brands with a cultural background and being accepted by Chinese consumers are our main goals."
The acquisition is the first attempt to internationalize the development of China. "The first test of water Japan, the most fashionable area in Asia, if the successful opening up the situation, the next step can go further, such as Europe." In Chen Yihong's heart, the international road map is quite clear, which is more implicitly contains the Global ownership of Kappa brand in the bag ambitions. Of course, all this needs after the Chinese move successfully won the Japanese market.
A single brand is clearly booming China can not move to meet the adhering to the "regional multi-brand strategy", the company plans to launch this year in the Chinese market Phenix Kappa Golf brand and Phenix high-end skiwear products, and Kappa brand Robe Di Kappa (RDK), the main high-end series.
However, the Nike and Adidas companies focus more on functional sportswear products market, and do everything possible to interpret their respective advocacy of competitive sports spirit, in order to maintain their position in the professional sporting goods market leader. As a result, more sportswear brands are also given more opportunities for growth in the sports and leisure segment. In this market, consumers are concerned about the performance of sportsmanship beyond sports competition. Further, consumers expect to add some athleticism to their casual, casual wear products. Therefore, Kappa will be the brand positioning as "sports, fashion, sexy, taste," while advocating a differentiated marketing model. Vivid colors, tailoring the body, easy to identify the brand identity, which in the previous sports brand stores is not common. At the same time, Chen Yihong adhere to the unique operation of light assets: do not do processing, only design, place orders; do not direct sales stores, all stores to distributors, but only a large area agents, to avoid vicious competition. In this way, China's move has been faster than its domestic counterparts in capital and inventory turnover, all the way to growth. China Dongxiang has 23 days of capital turnover in the domestic market and 42 days of inventory turnover days. Chen Yihong said: "These are far below the average level of domestic counterparts."
Mergers and acquisitions to strengthen resource integration
In 2003, Nike bought Converse for 305 million U.S. dollars and kicked off the integration of sports apparel industry. In early 2006, Adidas acquired Reebok for 3.1 billion euros, making the global sportswear industry show the competition between Nike and Adidas. This situation also highlights the sports apparel industry first-class companies in the layout of the global market, enter the stage of strategic development of brand value and market integration.
Backed by the Kappa tree in China is also moving wings plump, began the road to mergers and acquisitions. In May 2008, China Dongxiang completed the acquisition of Phenix, a veteran Japanese sports brand, which holds 91% of Phenix's shares through its subsidiaries. Phenix has 52 years of history in Japan, its brand Phenix enjoys the highest market share in the global skiing and outdoor sports apparel market, X-NIX, Inhabitant and other brands also have a certain reputation in Japan and other places. After the completion of the acquisition, in addition to these brands in the China Dongxiang move Phenix's 59 R & D experts are also China's move, R & D strength means that outside of Kappa, China's dynamic conditions to open up new profit growth point. For the acquisition, Chen Yihong said that the acquisition of Phenix and the trend of China's "single-brand internationalization and regional market multi-brand strategy" is in line. Acquisitions are directed at the Kappa brand it owns. Phenix, on the other hand, has a leading design and R & D center and its R & D capabilities are exactly aligned with the domestic business. "After the acquisition, we will continue to use the original management team of the enterprise because they know the local market the most and understand the local consumers. Our aim is to avoid the problems of our group through the integration of the two companies We do not understand the disadvantages of the Japanese market.Moreover, we have an advantage that it is superior to Japan in organizing production in China.As more than 50% of the manufacturing base in the apparel industry is in China, this advantage can be embodied even after the integration to maximize the competitive advantage . "Chen Yi-hong said.
In the early days, the Kappa brand was distributed among three companies, namely Basicnet in Italy, Phenix in Japan and China's move. This fragmented brand is not common. After the acquisition of Phenix, China Mobile has more voice in the development of Kappa around the world, which is in favor of Kappa's expansion of the international territory and to some extent, "single brand globalization."
Of course, whether it can benefit the realization of "single brand globalization" depends on the post-merger integration. There are many advanced Japanese companies, such as technology, design and development, quality management, the key is how to effectively Phenix's strengths and market trends in China, the advantages of human resources and other effective combination. Wang Zhiqiang introduction, from the date of the acquisition, China Mobile has invested the first phase of funds 5 million US dollars and the second phase of 4.5 million US dollars in funds for the maintenance of business operations. At present, Phenix has brought a profit of RMB7.7 million to China Dongxiang and there is still much room for growth.
According to the annual report of China Dongxiang, "The integration of Phenix's design and development capabilities will enhance the current level of the Group in this area and provide the Group with a solid product design and technology development platform to support the Kappa brand and other brands in the PRC market In the long run, thereby strengthening the Group's overall competitive advantage. "In addition, Chen Yihong revealed that the company currently has a working capital of 7 billion yuan. The company will keep communicating with the acquisition target. "International brands with a cultural background and being accepted by Chinese consumers are our main goals."
The acquisition is the first attempt to internationalize the development of China. "The first test of water Japan, the most fashionable area in Asia, if the successful opening up the situation, the next step can go further, such as Europe." In Chen Yihong's heart, the international road map is quite clear, which is more implicitly contains the Global ownership of Kappa brand in the bag ambitions. Of course, all this needs after the Chinese move successfully won the Japanese market.
A single brand is clearly booming China can not move to meet the adhering to the "regional multi-brand strategy", the company plans to launch this year in the Chinese market Phenix Kappa Golf brand and Phenix high-end skiwear products, and Kappa brand Robe Di Kappa (RDK), the main high-end series.
For the working population, sedentary is a common normal, all kinds of lumbar disease, cervical spondylosis "into" people's body, bring a lot of trouble to people. Sitting for more than 2 hours without standing up and changing sitting posture is considered as sedentary.
Stand up desk is of great help to healthy office, and modern people's demand for health is also growing. Fully stand in the perspective of users to think about the problem, and the lifting desk with freely adjustable height can bring users a new experience of healthy office.
stand up desk can adjust the height of the desk according to its own needs, so that it can work in the most comfortable state.
Stand Up Desk,Motorized Standing Desk,Stand Up Computer Desk,Ergonomic Stand Up Desk,Adjustable Desk
Suzhou Uplift Intelligent Technology Co., Ltd , https://www.upliftec.com