Adi Wang'S Road To Brand Reconstruction After Getting Rid Of Copycat

　　 Adivon It is a Chinese registered trademark of Adiwang Sports Goods Co., Ltd.

"With the loss of Chinese trademarks, the accumulation of influence of Adiwang's original brands has almost gone to zero." shoes Ma Gang, a service industry commentator, told reporters. However, he also said that this may be the best time for Adi Wang to transform.

Obviously, Adi Wang is also aware of this problem. After reaching a settlement with Adidas, Adi Wang officially launched adivon as its new brand, and frequently acted in brand marketing, especially by sponsoring movies to expand the entertainment marketing field. According to the plan of Liu Feng, the brand director of Adivon, adivon will promote brand transformation, expand young consumer groups, and create a more fashionable and people friendly brand image by improving marketing methods. Adiwang's determination to expand its brand influence can be seen from this.

However, the current industry model has already changed. If enterprises want to achieve long-term development, it seems that advertising marketing and channel expansion are not enough. In addition, how will Adiwang realize the rebirth and development of its brand when the whole domestic sports brand industry is in recession and international sporting goods giants have chosen to sink their sales channels in China?

　 The Trap of Mountain Stronghold

Looking back on the development of King Adi, it is not difficult to find that the copycat image has always been the place where King Adi has suffered the most criticism and controversy.

Time goes back 20 years. At that time, Quanzhou City, Fujian Province, was setting off an upsurge of foreign trade OEM, gathering a large number of shoe and clothing enterprises focusing on foreign trade OEM. It was at this time that Ding Jianhui, the founder of Adi Wang, founded Fujian Huazhu Shoes Co., Ltd. with the business of foreign trade OEM. As OEM enterprises have transformed into brands, Ding Jianhui has also decided to transform the enterprises. In 2006, Adiwang Sports Goods (China) Co., Ltd. was established. Its brand is positioned in the third and fourth tier cities in China, and the price is mostly between 100 and 300 yuan.

Based on the Chinese trademark name and logo that are similar to Adidas, in 2008, the discussion about Adidas copycat Adidas began to appear on various portal forums. After a short period of fermentation, the whole Internet has made a lot of jokes about Adidas. Along with the increasingly mischievous elements, King Adi has been branded as a "copycat king" and a "gold digger".

Someone once commented that King Adi's development model is actually a kind of barbaric copycat development. Guojin Securities (11.02,0.00,0.00%) spin According to Zhang Bin, the chief analyst of the industry, the development mode of the entire sporting goods industry has changed, and the barbaric growth mode is no longer suitable for the current market.

However, Adi Wang did not agree with this view. Liu Feng believes that "there is no distinction between high and low brands. The key lies in the operation. If the operation is not good, anyone may become your opponent. If the operation is good, no one is your opponent." In his view, Adiwang has always followed its own path, and the consumer groups targeted by Adiwang mainly exist in the third and fourth tier markets, Adiwang and Adidas are also very different in terms of product prices, and there is no direct competition between the two brands.

"After gaining popularity, they were detained in the shanzhai Hat , which has seriously affected the brand reputation. " Ding Jianhui, founder of Adi Wang, also said he was helpless.

However, it is obvious that the problem faced by Adiwang is not just the damage of brand reputation.

In August 2008, Adidas sued Adi Wang to Yingkou Intermediate People's Court on the grounds that Adi Wang infringed its trademark exclusive right and unfair competition. In July 2009, Adidas filed a lawsuit again in Wuhan Intermediate People's Court, Hubei Province. In April 2010, the court rejected all claims of Adidas.

However, the matter is not over yet. After three years of silence, Adidas sued the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce to the court to request the cancellation of the "Adi King" registration.

Adidas has taken so much trouble to fight this lawsuit, which has something to do with its brand's business layout and channel sinking in China. Adidas, a sports brand giant, once formulated a plan called "The Road to 2015", with the goal of penetrating Adidas into more than 1400 small and medium-sized cities in China. At this time, Adidas found that Adiwang, a Chinese sports brand similar to its Chinese trademark and logo, had already occupied the low-end market, which ignited the war.

In fact, Adi Wang's problems are also those faced by a well-known domestic sports brand, and the success of this brand may give Adi Wang some lessons. According to insiders, a well-known sports brand in China had a dispute in the early days of its establishment due to its similarity to the trademark of a well-known automobile brand.

Later, the famous sports brand abandoned the controversial original brand trademark and logo, and used new brand name and logo to reshape the brand image. After years of painstaking operation and huge marketing investment, it has rapidly developed into a first-line brand of domestic sports shoes, has an important influence in the domestic industry, and successfully listed on the Hong Kong Stock Exchange. {page_break}

　　 Restart

Adi Wang, who is in a similar situation, is also quietly brewing a change.

On the official website of Adi King, the Chinese trademark and inverted triangle logo of Adi King have long disappeared, and the English logo of Adi King has replaced them. The name of Adiwang's official flagship store on Tmall [Weibo] has also been changed to "adivon's official flagship store". Among Adiwang's latest products, its sneakers and clothing The Chinese trademark "Adi Wang" and the logo of the triangle have been replaced by the English trademark "adivon".

At the same time, most of Adiwang's stores across the country are carrying out clearance sales, and store signs are also being reinstalled. Liu Feng said that the company's new products will no longer use the Adiwang Chinese trademark and its logo. There is still a certain buffer period for the old products to be taken off the shelves. At present, dealers can continue to sell the old products.

Of course, King Adi needs to change more than that.

On the official website of Adi Wang, a fashionable poster of "Little Times" film occupied the entire page, which made it hard to imagine that this would be the official website of a sports brand.

"For Guo Jingming, the film" Small Times "is a crossover and transformation, as is for Adivon." Liu Feng believes that this is Adiwang's new marketing method. Different from the traditional way of sponsoring sports events in the past, Adiwang has begun to actively expand the field of entertainment marketing by sponsoring movies and TV dramas. For the future, Adiwang will continue to hold its ground, and at the same time, it will find some places with less competition to open up new markets, such as establishing exclusive stores and deep cooperation with countries in Africa.

Although Adiwang has a new plan in marketing and channels, the brand must pay attention to product features and cost performance, rather than focusing on advertising and channels. Now the whole industry is in a period of brand transformation. The market space of sports brands has been paved, and the consumer's consumption concept is also becoming mature. It is difficult for brands to succeed through simple marketing and channels, and they must return to the product itself.

In fact, even as international sports brands have seized the second and third tier markets, domestic sports brands such as Li Ning and Anta have also increased their efforts to sink channels and expand the low-end market. In Jinjiang, Quanzhou, where Adi King is headquartered, there are hundreds of sports brands competing for low-end market. These sports brands not only have the same positioning as Adi Wang, but also have a similar price range. They will become powerful competitors after Adi Wang's rebirth.

In addition, with the continuous downturn of China's sports goods market, consumers' consumption concepts tend to be rational, coupled with the continuous increase of production costs. Adi Wang's channel advantage and low price advantage seem to be no longer obvious.

The lawsuit against Adidas has forced Adiwang to rebuild its brand, but from a certain point of view, the lawsuit itself has more or less paved the way for the reborn Adiwang. Through this lawsuit, consumers' market awareness of Adi Wang has greatly improved, and Adi Wang may take this opportunity to enhance the influence of its new brand.

Zhao Gang, an angel investor and executive director of China Brand Manager Association, said to the reporter of China's Economy and Informatization: "As the sports brand market is already a hotly competitive market, Adiwang still needs to make efforts in product refinement. In addition, Adiwang can take the opportunity to launch new brands." The outdoor industry is still a sunrise industry, with a very strong market, Adiwang can choose to attack the outdoor market with the help of new brands. "Of course, it is also very necessary to strengthen the combination of online and offline, where there is a crisis, there are opportunities."

On the road, Adi Wang will not be the first or the last. At present, in Quanzhou, Fujian Province alone, there are many sports brands whose trademarks are similar to those of international brands. Recently, Michael Jordan sued the domestic sports brand "Jordan Sports [Weibo]" for infringement. The lawsuit between Adiwang and Adidas may enable Chinese enterprises to pay attention to the protection of rights and interests.

As Ma Gang said, the cottage cannot disappear because of one or two cases. The King Adi case made Chinese people revere the law. At present, the domestic sporting goods industry is in the adjustment stage, and this round of adjustment will make the market more intensive. Whether Adiwang or more sports brand enterprises, perhaps they should plan their own brand strategy from a long-term perspective and find their own market in the adjustment.