The store has basically withdrawn from the Beijing market. What is the date of Delhui’s death? 2018-01-16 15:37
Recently, the announcement of the disposal of a debt asset package brought out the status of Delhui’s suspension of business. According to the announcement, Delphi’s company owes about 636 million yuan in debt, and the plant, land, and warehouse have been mortgaged. However, the Beijing Commercial Daily reporter found that the Delphi Tmall flagship store is still in operation, and the company continues to open up to join, but the company's main body has changed to Kaitian Sports Goods Co., Ltd. (hereinafter referred to as Kaitian Sports). In addition, Dehui Beijing's offline stores have basically been withdrawn from the market. According to the analysis, Delphi's own product R&D and new market development have a weak ability to maintain, and it has been relying on brand endorsements to maintain the operation. User's viscosity is not strong enough to lead to decline. Although the Deloitte company was in the suspended state, the official flagship store of Tmall was still in normal operation. The Beijing Commercial Daily reporter found that the new product recommendation of the Delphi official flagship store is still being updated, and the latest new year was launched. discount. The official customer service told reporters that Delphi's brand has changed to Kaitian Sports last year, but the brand name is still called Del. It is worth noting that, as of press time, the number of fans in the official flagship store in Del Rey is 317,000, and the monthly sales of the first-ranked product are 1,092. In contrast, Anta has nearly 7 million fans, and the number one product is over 20,000. Li Ning’s fans exceeded 7 million people, and the top ranked products exceeded 10,000. In addition, a survey conducted by the Beijing Commercial Daily reporter found that the Delhui line shop has basically been withdrawn from the Beijing market. Beijing Business Daily reporter searched Baidu map for Delphi brand, and Beijing area showed 8 stores. Most of the Delhuimen stores marked on the Baidu map show that the store’s business status may change. At the same time, in the public comment platform, most of these stores have no pictures and comment information. Among them, the comment information center of Deleon Chongwenmen New World Store, the most recent message from the current date is displayed in June 2017, and posted with live pictures. In addition, Beijing Commercial Daily reporters called the 8 shopping malls including Longhua Shopping Center, Hemei Shopping Plaza, Golden Four Seasons Shopping Center, Vibrant Oriental Shopping Plaza, New World Department Store and Bairong World Trade Mall. There is no such brand in operation. Among them, the person in charge of the New World Department Store stated that Delphi had evacuated in the second half of 2017 and the original location was replaced by a Finnish outdoor sports brand. The Delegates on the 6th floor of Bairong World Trade Mall have already withdrawn two or three months ago. The reason for the withdrawal is that the rent expires. In addition, none of the cities have been displayed in the area under the Deloitte official offline store. Still open to affiliate It is worth noting that, although there are few offline stores, Deloitte's official website is still open. The staff responsible for dealing with franchise affairs told the Beijing Commercial Daily that Del Hui is still open to join, but the main body of the franchise is Kaitian Sports. According to Delphi's brand operation after the franchise, the staff member stated that he would like to ask the sales staff to give details. However, the relevant personnel did not give a more detailed explanation. Kaitian Sports was established on December 29, 2016 with a registered capital of RMB 50 million. The business scope includes sporting goods (baseball, softball), knitted fabrics, clothing, shoes, socks, gloves, etc. In addition to Delhui, Kaitian Sports also produces and sells. Newbalen and Secchi, these two brand names are very similar to the American sports brands New Balance and SKECHERS. According to the “Straits Metropolis Daily†report, during the peak period, Delphi invited Wu Qilong to speak for her and placed advertisements on CCTV Sports Channel, Hunan TV, and other local stations. After taking the leisure sports route, Delphi invited Jay Chou to speak as an endorser, pushing the brand influence to the top. But Del Hui, who relied too much on the benefits of the stars, did not work hard to fade. After this, Delphi invited Li Guangdou, a brand marketing strategy expert, to change the English name and slogan for the company. After this series of actions, Delphi went public on the road to listing, but also revealed that the company made false accounts for the listing and other news. Due to the inability to clarify itself, Delphi terminated the IPO process. For the suspension of business news, Beijing Daily News reporter also contacted Kaitian Sports, but the other party did not accept the interview. According to analysts who use the brand's existing risks, from the details of Delphi's continued liberalization, it can be inferred that Kaitian Sports Company may continue to use Delphi's brand name and LOGO, because this brand has already formed a certain influence and will not easily Change, but do a good job in product development. Jia Yang, deputy secretary-general of the Beijing Apparel and Textile Industry Association, also believes that the Deloitte brand's internal strength is not strong, its own product R&D and new market development remain weak, and it eventually declines. In fact, the sports brand at this stage is not just the price, but more about the brand's research on new product development speed, product functionality, and aesthetics. Jia Yang believes that compared with international big brands, Chinese sports brands are not doing well in product research and innovation. Relatively speaking, Li Ning has done a better job, but it lacks originality. Many elements are modeled on foreign sports. At this stage, the young Chinese consumer concept of consumption has improved rapidly and gradually loses interest in general products. This requires that Chinese brands can not only be superficial celebrities such endorsements, but also do a good job of the product itself, do a good job of brand core values. Sports brands should be combined with technology and fashion to continuously introduce new products. Just like Huawei and Xiaomi, they will eventually win the high-end market in China that is occupied by international brands. With high-end markets as the commanding heights, we can maintain the low-end market share gained by volume. Hong Tao, director of the Institute of Business Economics at Beijing Technology and Business University, believes that Kai Tian Sports Club will continue to use the brand name of Delphi, because the brand name itself belongs to intangible assets, it is not affected by the company itself, and the taking over of the company can be rebuilt through brand remodeling. The factory, repackaging, and secondary marketing, relatively speaking, the brand name itself is more valuable than the company, so a company will not easily replace the original brand name. Source: Beijing Commercial Daily
Recently, the announcement of the disposal of a debt asset package brought out the status of Delhui’s suspension of business. According to the announcement, Delphi’s company owes about 636 million yuan in debt, and the plant, land, and warehouse have been mortgaged. However, the Beijing Commercial Daily reporter found that the Delphi Tmall flagship store is still in operation, and the company continues to open up to join, but the company's main body has changed to Kaitian Sports Goods Co., Ltd. (hereinafter referred to as Kaitian Sports). In addition, Dehui Beijing's offline stores have basically been withdrawn from the market. According to the analysis, Delphi's own product R&D and new market development have a weak ability to maintain, and it has been relying on brand endorsements to maintain the operation. User's viscosity is not strong enough to lead to decline. Although the Deloitte company was in the suspended state, the official flagship store of Tmall was still in normal operation. The Beijing Commercial Daily reporter found that the new product recommendation of the Delphi official flagship store is still being updated, and the latest new year was launched. discount. The official customer service told reporters that Delphi's brand has changed to Kaitian Sports last year, but the brand name is still called Del. It is worth noting that, as of press time, the number of fans in the official flagship store in Del Rey is 317,000, and the monthly sales of the first-ranked product are 1,092. In contrast, Anta has nearly 7 million fans, and the number one product is over 20,000. Li Ning’s fans exceeded 7 million people, and the top ranked products exceeded 10,000. In addition, a survey conducted by the Beijing Commercial Daily reporter found that the Delhui line shop has basically been withdrawn from the Beijing market. Beijing Business Daily reporter searched Baidu map for Delphi brand, and Beijing area showed 8 stores. Most of the Delhuimen stores marked on the Baidu map show that the store’s business status may change. At the same time, in the public comment platform, most of these stores have no pictures and comment information. Among them, the comment information center of Deleon Chongwenmen New World Store, the most recent message from the current date is displayed in June 2017, and posted with live pictures. In addition, Beijing Commercial Daily reporters called the 8 shopping malls including Longhua Shopping Center, Hemei Shopping Plaza, Golden Four Seasons Shopping Center, Vibrant Oriental Shopping Plaza, New World Department Store and Bairong World Trade Mall. There is no such brand in operation. Among them, the person in charge of the New World Department Store stated that Delphi had evacuated in the second half of 2017 and the original location was replaced by a Finnish outdoor sports brand. The Delegates on the 6th floor of Bairong World Trade Mall have already withdrawn two or three months ago. The reason for the withdrawal is that the rent expires. In addition, none of the cities have been displayed in the area under the Deloitte official offline store. Still open to affiliate It is worth noting that, although there are few offline stores, Deloitte's official website is still open. The staff responsible for dealing with franchise affairs told the Beijing Commercial Daily that Del Hui is still open to join, but the main body of the franchise is Kaitian Sports. According to Delphi's brand operation after the franchise, the staff member stated that he would like to ask the sales staff to give details. However, the relevant personnel did not give a more detailed explanation. Kaitian Sports was established on December 29, 2016 with a registered capital of RMB 50 million. The business scope includes sporting goods (baseball, softball), knitted fabrics, clothing, shoes, socks, gloves, etc. In addition to Delhui, Kaitian Sports also produces and sells. Newbalen and Secchi, these two brand names are very similar to the American sports brands New Balance and SKECHERS. According to the “Straits Metropolis Daily†report, during the peak period, Delphi invited Wu Qilong to speak for her and placed advertisements on CCTV Sports Channel, Hunan TV, and other local stations. After taking the leisure sports route, Delphi invited Jay Chou to speak as an endorser, pushing the brand influence to the top. But Del Hui, who relied too much on the benefits of the stars, did not work hard to fade. After this, Delphi invited Li Guangdou, a brand marketing strategy expert, to change the English name and slogan for the company. After this series of actions, Delphi went public on the road to listing, but also revealed that the company made false accounts for the listing and other news. Due to the inability to clarify itself, Delphi terminated the IPO process. For the suspension of business news, Beijing Daily News reporter also contacted Kaitian Sports, but the other party did not accept the interview. According to analysts who use the brand's existing risks, from the details of Delphi's continued liberalization, it can be inferred that Kaitian Sports Company may continue to use Delphi's brand name and LOGO, because this brand has already formed a certain influence and will not easily Change, but do a good job in product development. Jia Yang, deputy secretary-general of the Beijing Apparel and Textile Industry Association, also believes that the Deloitte brand's internal strength is not strong, its own product R&D and new market development remain weak, and it eventually declines. In fact, the sports brand at this stage is not just the price, but more about the brand's research on new product development speed, product functionality, and aesthetics. Jia Yang believes that compared with international big brands, Chinese sports brands are not doing well in product research and innovation. Relatively speaking, Li Ning has done a better job, but it lacks originality. Many elements are modeled on foreign sports. At this stage, the young Chinese consumer concept of consumption has improved rapidly and gradually loses interest in general products. This requires that Chinese brands can not only be superficial celebrities such endorsements, but also do a good job of the product itself, do a good job of brand core values. Sports brands should be combined with technology and fashion to continuously introduce new products. Just like Huawei and Xiaomi, they will eventually win the high-end market in China that is occupied by international brands. With high-end markets as the commanding heights, we can maintain the low-end market share gained by volume. Hong Tao, director of the Institute of Business Economics at Beijing Technology and Business University, believes that Kai Tian Sports Club will continue to use the brand name of Delphi, because the brand name itself belongs to intangible assets, it is not affected by the company itself, and the taking over of the company can be rebuilt through brand remodeling. The factory, repackaging, and secondary marketing, relatively speaking, the brand name itself is more valuable than the company, so a company will not easily replace the original brand name. Source: Beijing Commercial Daily
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