Jordan, Who Lost The Graphic Trademark, Took The UMBRO Sport Nike, Which Was Once Cut Off By UMBRO.

Jordan sports, which has just lost the "Jordan" logo, is playing again!

  In May 6th, Hongkong Jordan Investment Co., Ltd. reached an agreement with the US brand management company IconixBrandGroupInc (hereinafter referred to as "Ai Connie J") to win its sports brand UMBRO's China business. The transaction includes all UMBRO Chinese shares owned by iacennis, and UMBRO's brand intellectual property rights in China will bring in cash income of 62 million 500 thousand dollars for iacness. The transaction is expected to be completed in September 15th.

The first textile network reporter learned from the enterprise's data tonight that Hongkong Jordan Investment Co., Ltd. is a shareholder of Jordan (Xiamen) Industrial Co., Ltd., accounting for 25% of the shares, and a wholly owned subsidiary of Jordan sports.

This shows that Jordan sports has all the business of UMBRO in the Chinese mainland market, and owns the brand intellectual property rights of UMBRO in China.

According to public information, UMBRO (UMBRO) is an internationally renowned brand with nearly 96 years (1924 to 2020) history. Based on the British football apparel manufacturer, it was founded in 1942 by the British and British brothers. The two brothers merged the five letters in their English name (HUMPHREYBROTHERS) into the word UMBRO and later matched the diamond double diamond pattern into the registered trademark of today's UMBRO.

  Guo Qinglong, an analyst with Huachang securities, said that in 2008, Nike, the world's largest sports shoes and clothing manufacturer, bought UMBRO, a British football equipment manufacturer, with a price of 285 million pounds (about HK $4 billion 500 million). However, after the expansion of the high-speed brand acquisition, its operation did not keep pace with the expansion. Some of the acquired brands were not well integrated into the brand system of the head, and lost the brand name. Some vitality, after the acquisition operation results are not as good as expected, coupled with the overall poor performance of the sports industry at this stage, Nike made a bold brand stripping according to the enterprise strategy, and then in October 24, 2012, Nike sold its brand UMBRO to the Aconis brand group company at a price of 225 million US dollars, followed by its brand ColeHaa. N sells it to the private equity fund, an Bai Shen, for $500 million to better focus on the key brands Nike, Jordan (Jordan), CONVERSE (Converse) and Hurley. The head brand can cut costs by selling its brands, so as to better focus on the development of the core brand and grasp the business with high potential growth opportunities.

But analysis shows that products are the cornerstone of brand cultivation and market expansion. Compared with other clothing consumption scenarios, sports are more professional. With the rapid development of the global economy and the deepening of sports participation, the functional demand of sports products for the mass market is also increasing day by day. Product functionality has gradually become one of the core competitive advantages of enterprises, and has become a competitive barrier because of the professionalism and scarcity of technology.

Guo Qinglong said that since 2016, the trend of sports fitness popularization has deepened, and the trend of sports diversification is obvious. Professional sports equipment has been sought after. Under this background, the brand of head movement maintains its advantages through the whole category extension and technological innovation, and penetrated the market to improve the market share. Small brands lock in the high potential subdivision track and enter the market by differentiation. With the development of the leading brand supply chain, the development of channel market, and the development of yoga and other niche sports, the sports apparel consumer group is expected to continue to expand, and the industry scale is expected to maintain steady growth.

Under the background of the increasingly fierce competition in the main circuit and the continuous improvement of the leading monopoly advantage, the newly entered small brand positioning has potential subdivision track, and the market of the subdivision market is rising from small to big difference.

In Guo Qinglong's view, brand acquisition still needs to be cautious, and the positioning and operation level of differentiation determines the success or failure of the brand matrix. In the apparel industry, when the channel and marketing can not effectively expand the market, they often break through the bottleneck of growth through the diversification of brand matrix and category. Through combing the acquisition and divestiture of sports shoes and clothing industry, it is considered that the key to success of brand matrix depends on early differentiation and follow-up management. Take Adidas as an example, after its acquisition of Reebok, Reebok lost its marketing resources and lost its competitiveness gradually due to the conflict of positioning and the lack of late management. At the same time, because of the early rush acquisition, Adidas has gradually stripped the acquisition of a series of golf brands, resulting in waste of resources.

Guo Qinglong frankly said that since 2020, the new crown outbreak has occurred in domestic and overseas countries, seriously affecting the company's resumption of work and offline store opening. All countries began to encourage residents to live at home, and residents' daily sports and other activities were affected. The demand for sports apparel terminal was reduced, which greatly affected the market of sports apparel. During this period, major enterprises have responded positively. On the one hand, they reduced the scale of stores and discounted sales to digest inventory. On the other hand, they fought online channels to make up for some of the epidemic losses and virtually accelerated the development of e-commerce channels. At the same time, the epidemic has strengthened the health consciousness of consumers, and is expected to accelerate the promotion of sports in the international scope and speed up the trend of the national movement. After the end of the epidemic, the Tokyo Olympic Games and the Chinese Winter Olympic Games are expected to stimulate the demand for sports apparel. Combined with the experience of SARS in 2003, the sports apparel industry closely related to outdoor sports may have a fast recovery and rebound growth after the end of the epidemic, and the sports apparel industry will be able to increase in the future.