After Three Years From The Chinese Market, UMBRO Wants To Sign Erwin Back To The Chinese Market.

In August 9th, the WeChat public, entitled "Umbro official micro", issued a question entitled "

China signed Erwin, Tanabata Festival to renew its leading edge.

This article revealed that UMBRO may again "hand in hand" Erwin to cooperate.

The article also said that after three years away from the Chinese market, UMBRO will return to the industry through the combination of online flagship stores and offline outlets.

This news is undoubtedly shocking, in October 2012.

UMBRO for $225 million

Sold to the American Concord brand group.

Since 2013, the brand has gradually faded out of the Chinese market.

In the afternoon of August 10th, the reporter obtained the confirmation from a person who was the only authorized beauty and beauty maker in UMBRO Greater China, and a person who was founded shortly after UMBRO (Beijing) Sporting Goods Co., Ltd.

It is said that UMBRO's first store will open in Xi'an in August 14th.

Obviously, in the three years since UMBRO left China, the sports brand pattern of this market has already changed.

After returning to the Chinese market, is there any chance for UMBRO to focus on football and to break through in sports and fashion?

Return: intended to sign Erwin

Looking at the past information, the reporter noted that in June of this year, the industry website published an interview about Zhang Tengfei, who was committed to UMBRO's return after 85.

It is reported that the authorized UMBRO China is Zhang Tengfei's company, the United States and the United States.

In May 19th of this year, it announced the purchase of trademarks and operation rights of UMBRO Greater China (including Mainland China, Hongkong, Macao and Taiwan).

The correspondent pointed out that the corresponding contract value was nearly 400 million yuan RMB.

Looking at the official website of the US and the US, its business layout includes the electricity supplier, the global brand agency and even finance, technology and so on. But in the brand management, UMBRO should be the first.

In a video, Zhang Tengfei, who is a CEO of beauty and beauty, said that in 2010, he entered the electricity supplier, which served Lining, Nike, Adidas and so on.

"We always look forward to the day when we can make our own brand."

When it comes to how to win UMBRO, Zhang Tengfei publicly stated in a video that despite the earliest contact with Ai Connie J, the other side believed that they lacked the experience of offline, but the many advantages of the layout of the US and the US online still convinced the other side.

"We want to do Umbro like technology companies.

Using technology to drive the development of the sports industry. "

At present, UMBRO (Beijing) Sporting Goods Co., Ltd. has been established.

A member of UMBRO marketing department told reporters that "our No. 14 flagship store will be launched in Xi'an after the return of the first flagship store under the line."

According to its disclosure, about the signing of the "catch up boy" Michael Owen, at present, "is talking about".

"UMBRO is closely related to Erwin herself. UMBRO has been accompanied by Erwin's career."

The reporter wants to contact Zhang Tengfei for further interviews, but his assistant says CEO is on a business trip and needs to reply before making representations.

As of press release, it has not yet responded.

History: after the acquisition, it became a "abandoned child".

UMBRO was founded by the British Humphrey brothers in 1924.

In the growth process of UMBRO brand, it has a large number of fans all over the world because of its long-term sponsorship of England national team.

In 2008, some of the declining UMBRO was bought by Nike at a price of 285 million.

At that time, as an international sports brand magnate, Nike focused on the development of basketball, while Adidas had strong resources in football field for a long time.

Therefore, it intends to make up for its gap with Adidas in terms of football and UMBRO.

In the next four years, Nike gradually penetrated its sponsorship and promotion into the field of football.

At that time, the sponsorship contract between UMBRO and England was supposed to end in 2018, but the England Football Association announced in August 2012 that it would terminate cooperation with UMBRO and Nike would take the place of it.

In October 2012, Nike announced a sale agreement that surprised many football fans: the sale of its brand UMBRO to ACON's brand group at a price of 225 million US dollars.

Mark Parker, President and chief executive officer of Nike, said: "this operation will help us to focus more on business with high potential growth opportunities."

After Nike sold its brand UMBRO, the latter's agent became "abandoned child", and its hoarding goods prices subsequently declined, and sales were losing almost every month.

Then, in 2013, UMBRO almost lost all of its strong team resources.

It was also this year that UMBRO basically withdrew from the Chinese market.

Zhengzhou Li Kang culture and Sports Development Co., Ltd. was once the largest distributor of UMBRO in North China. In August 10th, the reporter interviewed the general manager of UMBRO to return to China.

"I know that the right to operate UMBRO in China has been bought by a Chinese company, but I don't know their progress in China. I haven't done UMBRO products for several years."

The official told reporters that they are still interested in UMBRO, but there is no opportunity to continue this business in the future, it is not known, after all, UMBRO is currently in China's direct line.

The future: challenges in the Chinese market

UMBRO's return to the Chinese market is a good time to catch up.

China's sports industry is in the outbreak stage, especially in the field of football.

According to the "opinions on accelerating sports industry to promote sports consumption" issued by the State Council in October 20, 2014, it is clear that by 2025, the total scale of sports industry will exceed 5 trillion yuan.

In February 27, 2015, at the tenth meeting of the leading group of the comprehensive deepening reform of the Central Committee, the general plan for the reform and development of Chinese football was deliberated and adopted.

The layout of Chinese enterprises is constantly in the field of football.

In Italy time on August 5th, AC Milan official website showed that the signing of the 99.93% equity between the China Europe sports investment management company and AC Milan parent company Fenin West on the acquisition of AC Milan club has been formally completed in Milan.

AC Milan official website also shows that the acquisition is the first time that Chinese capital has fully held the world's top football clubs.

For UMBRO, China's market prospect is no doubt huge, but the competition pattern has changed dramatically three years ago.

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In its dedicated soccer category, competitors not only occupy a strong position in Nike and Adidas, but also add Anta, XTEP, 361 degree and even birds.

Take Anta as an example. Last year, it officially launched a football strategy covering events, equipment, coaches and venues. It also means that it should strive to be the top player in the Chinese football market in three to five years.

"As far as I know, for such an international second line old brand, many local brands have been chasing.

Why Ai Connie J did not choose some brands of the local brand, but chose such a distributor? "

An industry personage discloses to this reporter.

In the view of the above industry, football is only a label of UMBRO. The challenge of UMBRO will be very great in the future. The success will depend on two aspects: first, it can play its role in the field of football as a label; otherwise, it will be difficult to continue its layout later; on the other hand, UMBRO's product mix and pricing strategy in the Chinese market also need serious consideration.