Three declining sports brands in Fujian: once household names, now only memories are left.

As we all know, Jinjiang, Fujian Province has been praised as the "shoe capital" by the outside world. Many sports brands have been born here, such as Peak, 36 1, Anta, Delhui and other famous brands, all of which were born here. However, after more than ten years of development, some of these once popular sports brands have gone into decline.

Delhui

"Delphi, on the way!" I believe many people still remember this classic advertisement. In 2003, Delphi invited Jay Chou as the brand spokesperson at a sky-high price of 6.5438+million, which successfully attracted many young consumers. At its peak, Delphi opened nearly 4,000 stores nationwide, with a brand value of11375 million yuan.

However, due to over-reliance on celebrity popularity, coupled with insufficient product innovation and quality problems, Delphi's sales began to decline sharply. Until 20 18, the company owed 636 million yuan, the factory building, land and warehouse were mortgaged, and the brand was handed over to other companies for operation.

Guirenniao

Guirenniao was founded in 2002 and has a history of 17 years. At the peak of VIP Bird, Andy Lau, one of the four kings, was invited to speak for the company. At one time, the company's market value was as high as 40 billion yuan and there were 5560 stores. But what about the VIP birds now? The market value is only over one billion.

In fact, from the listing of 20 14 VIP bird, it began to decline. At that time, the domestic clothing industry was in the cold winter, most sports brands chose to transform, and the VIP birds chose to buy, which dragged down the company's development. By the end of 20 19, the VIP account was only150,000 yuan, and 2,800 offline stores were closed. Today's VIP birds can only wander on the edge of "life and death".

Xidelong

In 2002, Xidelong invited Aaron Kwok as the brand spokesperson. In less than four years, Xidelong achieved 620 million sales data, far reaching the sales target. In the next few years, Xidelong has been forging ahead, opening 2,500 stores nationwide with a turnover of over 3.2 billion, firmly occupying the position of the industry leader.

After such remarkable achievements, Hilderon's boss began to expand and hired 40 managers to take care of the company's affairs. Later, due to disagreement, Hidelong had problems in its operation. In less than two years, Xidelong faced the dilemma of loss and bankruptcy. The sports tycoon, who once had sales of 3.2 billion yuan, had a bright future and was finally defeated by himself.