In the United States, almost every dancing girl has a Danskin ballet.
In 1882, Joel and Benson Goodman brothers founded the Danskin brand in New York, USA. The dance was in the brand's genes from the beginning. Later, they derived a variety of sub-categories such as yoga and comprehensive training from dance costumes.
In the development of more than a hundred years, Danskin has long occupied the top of the all-female tight-fitting clothing consumption ranking, and has also encountered the dilemma of bankruptcy. In 2007, Danskin was acquired by the world's leading management company, Iconix, from the United States to Japan and Europe.
Now, this century-old American name is going to land in China. On October 18th, 2016, Li Ning and Ikonis reached a cooperation to exclusively operate Danskin's business in mainland China and Macau. On November 18th, Li Ning and Ikonis International Business President Willy Burkhardt Formally signed on the contract. According to the lazy bear sports, the contract price of the two parties is about 100 million yuan.
American old brands join hands with Chinese national brands
Akonis appeared in the public's field of vision for the last time, probably in the news of the acquisition of Umbro by Meihe. Yes, Umbro is also a brand owned by Econos. The American brand management company, founded in 1992, currently holds more than 30 clothing and home brands. Finding partners around the world and licensing their brands is a common way to run their brands.
In 2008, Akonis entered China, and Xu Peifeng was the company's first employee in China at the time. Prior to this, he worked for the well-known accounting firm PricewaterhouseCoopers M&A and ABN Amro Investment Banking.
Today, as Managing Director of Econs China, he has been in the brand and licensing field in China for more than eight years. Xu Peifeng is very clear about what kind of brand is suitable for which company.
“Each brand has its own unique attributes, to find a matching company to do,†Xu Peifeng said to the lazy bear sports. In his considerations, the two factors are the most important: the brand should be in line with the strategic needs of the authorized company; the cooperative company must have certain strength, at the same time understand the brand, and can make the company's current situation and China's current situation. Development Plan.
“Li Ning Group is a company that we think is very suitable.†After consulting many companies with acquisition intentions, Xu Peifeng identified Li Ning.
At the beginning of 2016, Li Ning Group's financial report showed that the Group turned losses into profit in 2015. Since 2011, it has achieved profit for the first time. The revenue of 7.8 billion yuan is ranked second among local sports brands. In 2016, Li Ning Company has the ability and desire to make breakthroughs.
Perhaps Li Ning, a gymnast, was attracted by Danskin's style of dance, yoga and fitness. Perhaps Danskin's 2015 global revenue of nearly $1 billion is very eye-catching. When Xu Peifeng will showcase the brand of Ekonis. When Li Ning, the chairman of Li Ning, gave him a look at Danskin.
The meeting between Xu Peifeng and Li Ning in September 2015 opened the process of negotiations between the two sides. During the period, Xu Peifeng and Li Ning himself, as well as Li Hai's vice president Yang Haiwei came to the Danskin overseas market for extensive inspection.
“I was very surprised when I visited Mr. Li Ning’s shop in overseas markets. Such a big company, the chairman or a celebrity, looked so carefully when looking at a commodity,†Xu Peifeng recalled the scene of the investigation. “From design When it comes to fabrics, to the level of technology, he looks at a product."
In the first half of 2016, the two sides basically confirmed cooperation and officially signed on October 18.
A sports clothing store like Avatar
The signing of the contract in October this year is not the end, but the beginning.
In the cooperation between the two parties, Ikonis is mainly responsible for the value building and marketing of the brand, such as finding spokespersons, brand image building, social media and so on. Li Ning is mainly responsible for the management level, forming an operation team for Danskin, and then the team carries out brand positioning, product design, supply chain, product production and sales.
In order to receive the American brand that Danskin came from a long way, Li Ning specially recruited a “coming person†– Yan Zhigang, the current general manager of the Danskin brand business unit. He has worked in Nike for a long time and is responsible for the Italian brand Fila's business in China. Yan Zhigang is very familiar with the marriage of foreign brands to the Chinese market.
Yan Zhigang said to Lazy Bear Sports, "Danskin will not deliberately imitate who in China. Danskin has his own unique DNA, and of course it will also combine the actual needs of Chinese consumers."
His core position for China's Danskin is "fashion fitness" - using ballet as DNA, while focusing on yoga and comprehensive training; not only can meet the functional needs of fitness people, but also beautiful, allowing women to go out shopping or socializing.
In Yan Zhigang's vision, the future Danskin store is like this: Danskin's direct store is open in Shanghai or Beijing's high-end shopping malls, neighbors are Lululemon and Adidas clover.
Danskin's window and entrance, ballet skirts and dance shoes showcase the origins of the brand and dance. Walking into the store with an area of ​​about 120 square meters, the decoration style and decoration items will also make people shine. "It seems to enter Avatar when I enter the store." This is Yan Zhigang's expectation.
Look at the merchandise, in addition to ballet, there are more yoga, fitness clothing on the shelves, and even men's, children's and accessories in the future. Each piece of clothing has a functional and stylish look and has its own name. However, the price of clothes is not low, and a T-shirt may cost around 500 yuan. After the consumer purchases the product, the clerk will use the carton and lace straps to mount the product.
In the future store of Danskin, consumers also have a small space for experience, such as the Yoga Master will appear here to offer experience classes, as well as some activities to show the ballet culture.
This Danskin store, which combines shopping and experience, is the main form of business for the brand in the future. In Yan Zhigang's timetable, Danskin will open its first store in the middle and late 2017, and open five or six stores in Shanghai and Beijing throughout the year.
“We don’t want to rush to start business because we have to meet the international standards of international brands and guarantee a first-class brand experience for Chinese female consumers.†Yan Zhigang explained the relatively stable development speed of the brand. “The first impression determines your direction.â€
Women's sportswear, the next battleground for the military
Recently, foreign sports brands have frequently “married†into China. Lazy Bear Sports reported that US and US created a US$400 million acquisition of the British brand Umbro, and the acquisition of AND1 by the VIP bird. Earlier, Anta acquired the Italian brand Fila, and Li Ning acquired Lotto and Aigle.
However, Danskin's cooperation is not the same as the above brands. Unlike Umbro and AND1, which exist in the memory of many people's youth, although they are highly recognized in the international market, especially in the US and Japan, Danskin is still a relatively unfamiliar brand in China. Have any official sales records. Consumer awareness of brand awareness, reputation and loyalty will take some time to develop.
In this regard, Xu Peifeng introduced that Ikonis is mainly engaged in the promotion of global and domestic market linkages, through social media, offline activities, looking for spokespersons and other means to create momentum for products.
In addition, Danskin's products focus on the female market, which is more vertical and subdivided than other brands. To a certain extent, it is an important jigsaw puzzle for Li Ning in product diversification and fashion exploration.
In 2014, Li Ning launched Li Ning's “Self-Seoul†(Seoul Studio) series of products. After that, Li Ning teamed up with Korean star Zheng Xiuyi Jessica to design and launch Li Ning's “Sika-type†sportswear. In 2015, Li Ning launched the Li Ning Spring Label Series. And LNG series products.
Now Li Yan, whose performance has rebounded and returned to the classic slogan, wants to go further in the field of women's sportswear. This kind of thinking is also in line with the current trend of the sportswear market.
Nike predicted in 2016 that by 2020, Nike’s sales of female products will double on the basis of 2015. And brands like Lululemon, which focuses on women's yoga and fitness apparel, are embracing a large number of female consumers through gyms, yoga studios and social networks.
At present, the proportion of women's sports products in major brands is not high, there is a large room for reinforcement. A large part of Li Ning’s revenue comes from running shoes and basketball. According to Yan Zhigang, the proportion of female products in Li Ning's large goods is about one-third. In 2015, Nike’s sales of women’s products accounted for 22% of total sales of $25.8 billion.
At this point, acting as a brand that focuses on the female market seems to be a good choice. In the press release signed this time, Li Ning himself has the same attitude: "The women's sportswear apparel market has great potential for development, and the agent Danskin brand has an important significance in Li Ning's brand strategy."
Yan Zhigang also said that Danskin's development is inseparable from Li Ning's resources: First, Li Ning's marketing resources, including penetration in the sports circle, fashion and entertainment circles; second, Li Ning's strong supply chain, through the partner supply chain to ensure Danskin Product quality.
However, in the fast-growing Chinese market, Danskin does not seem to be too slow. Among the products at similar prices, it faces the same movement, leisure, design style, Adidas StellaMcCartney, and the Canadian brand Lululemon, which is about to officially enter China.
In addition, some original sports brands in China, such as ParticleFever, MaiaActive and Balance School, which were reported before Rilakkuma Sports, are also cutting the market with high quality and individuality.
In the face of the women's sportswear market, Danskin and Li Ning need to be fully prepared for the challenge.
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