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Jinjiang'S "Yao YAO" Flagship Store Has Been Suddenly Closed.

2013/4/16 17:02:00 84

Shoes And Clothing Brand Yao YAO Shoe Material Factory Shoes And Clothing Brand.

five years, it can completely make an enterprise stand out. In five years, it is enough for an enterprise to fall into the abyss from its peak.

the brand of "a YAO", "a href=" //www.sjfzxm.com/news/index_p.asp, which has sprung up all over the world, has been pformed from a foreign trade to a brand name in five years.

When the glory is gone, the endless reflection of the industry is left behind.

Recently, reporters learned from authoritative channels that the slogan "a href=" //www.sjfzxm.com/news/index_c.asp "shoes", "shoes and clothes" /a "brand YAO", was shut down by the slogan "like Yao, supporting YAO".

"Yao YAO" flagship store closed /p >

"heavy trade of foreign trade" heavy gold making road

brand "dead end" /p >

What's the matter of "P YAO" brand that once owned 800 terminals and annual turnover of 400 million yuan? For this reason, the reporter interviewed many related people to restore the whole story.

as one of the main roads in Jinjiang, the intersection of shoe road and sunshine road is very busy. The shops around it are also crowded with people.

under this kind of excitement, there is a touch of loneliness that is especially conspicuous.

Junctions occupy five stores, "Yao YAO" brand large flagship store has been closed for more than two months.

reporters were puzzled and went to Yao's Sports Goods Co., Ltd. to find out that the company, which was once brilliant for a while, had no choice but to shut down.

The office building of Yao Qi sporting goods Co., Ltd., which is carved with four hot stamping characters of "Kai fan mansion", is actually the same boss of Yao's Sports Goods Co., Ltd. and Kai fan sporting goods Co., Ltd., but a brand of operation, and a factory as a factory.

The closed door seems to be silent about the desolate loneliness.

Similarly, the production plant kayfan sports has been deserted.

P and kayfan sports are also in a factory area. There are two shoe factories.

The security guard told reporters, "the boss of the 2 shoe factories is the brother of the owner of the Kay fan factory, but now the kayfan sports factory is no longer available, and the staff had been completely dispersed by the end of last year."

the same information has been confirmed by the reporter's staff in the petition room of Chen Dai town and the supplier Office of Yao Zhi team.

At P, at the end of the year, a group of employees from Yao's team came to seek help, saying that the wages were not paid.

After we understood the situation, we immediately found the boss demanding that it immediately solve the problem of arrears of wages for the workers.

Later, I heard that the boss sold all the machines and paid the wages of the workers in arrears.

The above petition office staff told reporters.

For journalists asking about the payment of goods owed to suppliers by the enterprises, the staff of the petition room said that it was a matter accepted by the court.

P, a supplier who talked about the cooperation with Yao team, also said that in 2011, it began to gradually reduce cooperation with Yao team. After that, it took a year to get all the money back, and soon Yao team closed.

Reporter P has been repeatedly pferred to a professional manager associated with Yao team company.

On the phone, the executive took the reporter as a supplier of debt collectors, and finally said that he still worked for Yao's team. "Kai Fan Sports" was closed. I was not sure whether Yao team company was closed. Now I am only responsible for product organization of Yao YAO's e-commerce strategy.

According to the boss's plan, in June 1st this year, the brand of Yao YAO should restart the electricity supplier.

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the above executives are the only journalists who can be linked with Yao YAO.

During the two weeks of the investigation, the reporters gradually called the former brand operation executives, senior executives, assistant staff and digital logistics personnel who represented "Yao YAO".

At the same time, reporters repeatedly called Yao brand business owners, especially the bright phone, but the phone is a long time off.

with the closure of flagship stores and the shutdown of factory production, the brand dream of Yao YAO will obviously come to an end before the electricity supplier starts in June.

How did the once successful foundry enterprise shut down? At the same time, the industry started to explore it.

according to a former executive of Yao's team, kayfan sports, which is mainly engaged in foundry, has never been content with obscurity. In the atmosphere of licensing, the company has also started its journey from foreign trade to domestic sales.

"In 2008, the company began to build its own brand" Yao YAO "and set up Yao's team sporting goods company.

from 2008 to 2011, the three year is the peak period of "Yao YAO" brand.

In terms of production expansion, Kay Fan Sports bought more than 70 acres of Huian Hui Nan new industrial zone as a new factory area.

In 2010, the company paid a high salary to dig a three line brand shoe business director of operations, responsible for the "Yao YAO" brand's overall operation.

At the same time, it invested heavily in brand communication. In 2010, it became the executive partner of the United Nations Development Programme, the international cooperation partner of the international information development organization, and the designated supplier of the World Expo DEVNET Museum in Shanghai, China. In March 8, 2011, it invested heavily again, becoming the official partner of the 2011-2012 men's Basketball League team wizards and the stage of the NBA arena.

With such a large amount of investment, Yao YAO is famous for its popularity. It has announced that there are more than 800 stores under the line, nearly 90 online franchisees, with an annual turnover of more than 400 million yuan.

This has been an amazing achievement for a new brand that has only been established for three years.

"we are optimistic about the development prospect of China's own brand, and hope to create a national brand that Chinese people like and China's own, and have a lofty dream to make this brand a world brand comparable to Nike and Adidas."

At that time, Zhao Tao, vice president of Yao YAO brand marketing, was full of persistence and self-confidence when he was interviewed by the media.

however, a person close to Kai Fan Sports told reporters that the "Yao YAO" brand, which looks so great, has been famous since 2011.

Behind the beautiful performance data, the truth is "money is in urgent need".

originally, in the process of making cards, Kay fan sports developed the domestic market wholeheartedly and abandoned the original foreign trade orders.

"The brand must continue to be publicizing.

For so many years, on the one hand, we need to smash money and build cards. On the one hand, we have gradually abandoned the stable profits of foreign trade orders, and the demand for expenditure has become stronger and stronger. The company has already been overburdened.

According to the executives, by the end of 2011, only three lines of kayfan sport had only 1 pipelines in production.

and until the fund gap is bigger and bigger, kayfan sports realizes that the enterprise is running hard and wants to find the foreign trade market again, but it has encountered the difficult foreign trade situation last year, and has no strength.

According to the suppliers interviewed, at the end of 2011, Kay fan sports had not paid for the payment.

insider analysis, in fact, since then, "Yao YAO" brand operators have been at a loss.

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expert eye /p >

for the fall of "Yao YAO" brand, CCTV brand consultant and brand strategy expert < a href= "//www.sjfzxm.com/pioneer/ > > Li Guangdou < /a > have made their own views.

He believes that the reasons for the fall of a brand are manifold, with the external factors of the same brand, but the internal reasons can not be ignored.

"Some enterprises fail to build up strong brand awareness, lack of excellent brand building team, lack of independent innovation ability, and finally go to die.

Brand building and cultivation is a systematic project. It has a lot of functions. "

Li Guangdou said.

Li Guangdou said that although the fall of Yao's brand is only a case, it also sounded a wake-up call for many companies wanting to build brands.

Relying on low labor costs, China's foundry enterprises have made "first pot gold", but this model has a defect: neglecting the development of enterprises' innovation ability. When these enterprises turn to the "licensing movement", relying solely on the "star endorsement + agent" mode, they still follow the practices of the foundry industry, and there will inevitably be various discomforts, showing high manufacturing capability, low R & D innovation and market capability.

for this reason, Li Guangdou suggested that many factors should be paid attention to in building brands, mainly in two aspects.

"First of all, enterprises must practice" internal strength ", strengthen their own R & D and innovation capabilities; secondly, as the main body of enterprises, they must have a strong sense of brand and brand crisis.

Only by forming a brand cultivation system and operation mechanism that can be built together can the brand develop rapidly, and the "brand building movement" can create a real name brand.

Li Guangdou: .

linkage machine makes the real brand .

invested huge sums of money in building brand, but less foreign trade orders that could protect profit and income. The kayfan sports and Yao team who could not make ends meet, and their "Yao YAO" brand dream were fading away.

many industry members lamented that if kayfan sports did not give up foreign trade these years, instead of walking abroad on the "two legs" of foreign trade, perhaps enterprises would develop more steadily, at least not so quickly.

After all, Kai fan sports, which has been in the foreign trade market for ten years, has a good foundation in terms of product quality and overseas markets.

it is learnt that in conjunction with the planning of the brand, Kay Fan Sports and Yao team company combine foreign trade experience, and have made great efforts in product design and positioning.

The two companies cooperate with the sports research center of the State Sports General Administration, and invite the mentors of the center to the company to guide product research and development design.

The two sides have also cooperated in developing science and technology innovation projects to develop products that are most suitable for Chinese people, especially for young people.

In addition, in collaboration with Dr. Li Hua of the Chinese Academy of Sciences, an advanced system is introduced into Yao's brand store, where customers can choose products suitable for their feet according to their height and weight.

These R & D and design initiatives have injected differentiated elements into products and further improved the competitiveness of products.

"P >" such a good product is not a problem if it sells to foreign trade, but if it is to do the domestic market, without brand operation experience, it will be useless.

Now is not the market twenty years ago, as long as the name of a star, you can have the opportunity to open the market.

Insiders told reporters that in recent years, the market of shoes and clothing industry has been the cold winter. How many companies have been using foreign trade to support domestic sales to tide over difficulties, but kayfan sports has given up their advantages in the most difficult market and set up cards all in one basket.

there are also others in the industry who are sorry to say that Kay fan sports enterprise has not been selected on the way of enterprise development, but also lost in the way of brand management.

"The owner should deliver the brand operation of a company to a professional operation team instead of being a person, and the boss himself should know some brand operation ways."

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"Kai fan's boss is just like some of the entrepreneurs in Jinjiang. He thinks that the highly paid people are talents, so they can hold up the entire disk and place their hopes on a certain senior executive. They have reduced their participation and have no professional team to operate.

Little did I know that the decision of professional managers is not all right.

A business owner close to Kai Fan Sports told reporters that if the input and expenditure were not balanced, it would be difficult for enterprises to operate, and many high quality enterprises would die too fast.

Unfortunately, the brand operators do not see their losses in time, P said.

broken down road /p >

The mistake of "P" has brought more confusion.

Kayfan sports, which is only good at Daoying, has encountered unprecedented difficulties on the way of licensing.

How to save the brand of "Yao YAO" on the besieged side? The company began to expect a professional team to turn the tide.

At P, a listed packaging company in Beijing appeared before Kay Fan Sports and pointed out the listing of "Yao YAO" brand.

This gives the operators new hope.

if Yao's team can be listed successfully, the large amount of financing will not only solve the increasingly scarce funds of Yao's team because of licensing, but also the brand of Yao YAO will get an excellent development prospect because of its listing.

Who can be unmoved by such a good thing that both sides are beautiful?

a person close to and familiar with Kay Fan Sports and Yao's team revealed that when the fund was in trouble, the boss of the company was ready to make a package listing and began to negotiate with the listed packaging company.

"P >" after setting the direction of listing, the whole 2012, the boss almost did not manage the operation of the enterprise, the operation of the brand to the executives.

He spent most of his time in Beijing, rushing for listing.

Mr. Li said.

The "Yao YAO" brand at the time of P, like a demon, seems to have decided that only listing is the only way out, and borrowing tens of millions of money to make preparations for the listing.

"In order to fight this last opportunity, the boss raises money everywhere and tells him: borrowing money is to package the company on the market, and promise to give a generous return after listing."

According to another source familiar with Yao's brand.

The money borrowed from P may have given him a breathing space, but the plan has failed.

Tens of millions of capital investment is only part of the road to be listed. Only 1 production lines operating in the Yao brand can not fill the huge gap in the packaging market.

production requires capital, raw and subsidiary materials need capital, wages of workers increase, capital needs to be made, funds for making cards are needed, and funds for channels are created. Under the pressure of funds, kayfan sports and Yao team are already unable to bear, and the capital of packaging and listing has become the last straw to crush the company, which has accelerated the failure of "Yao YAO" brand.

In the middle of 2012 P, the order of Yao YAO brand will be held, but the result is very bad.

At the beginning of this year, the flagship store of shoe capital road in Jinjiang was shut down.

It is reported that this flagship store has been open for six months from beginning to end, but after a period of time it can hardly be opened.

As a result, the industry began to rumour that the owner of the Yao brand had shut down the phone, and no one could find it.

As a result, the workers who had not yet got the wages were in a hurry, and they were rushed by the suppliers who owed the money.

The supplier found Chen Da Zhen's petition room, and suppliers began to chase debts. The news of Yao's brand shutting down spread like wildfire.

the brand of "Yao YAO", once so brilliant and full of blood, has been stranded on the beach.

How can Yao YAO brand restart the electricity supplier? Will it resurgence and rebuild its brand, or will it end up and dissipate in people's horizons? These are the focus of follow-up.