UMBRO Greater China Signed Erwin With Endorsement + Split Mode

In May this year, 3 years ago, the brand of the old British football equipment.

Formally return to China.

In the past 5 months, UMBRO has made a basic layout in terms of channel development, team formation, online and offline operation.

The latest news is that UMBRO Greater China has officially signed the former England international Erwin in the form of endorsement + Split.

UMBRO and Erwin renew their frontiers

Sports depend on the emotions of each participant.

In the world sports arena, there are many touching stories about the continuation of the leading edge. NBA player Lebron James decided to return to the Cleveland knights, while French player Thierry Henry let Zhan Jun return to the arsenal with tears in her eyes, and Murray and coach Rand's "compound" Smits's "break the mirror", so that more and more commercialized professional sports have more human feelings.

A similar bridge is still on the way. The latest example is that Erwin and UMBRO are holding hands again.

By the end of September this year, Michael Owen has signed a contract with UMBRO Greater China for three years, and the two sides will conduct in-depth cooperation.

Sports stars and endorsements

There are many cases of deep cooperation, Lebron James and

Cooperation can not only get endorsement fees, but also get sales distribution of related products, while Stephen Currie and Under Armour renew their contracts, in addition to endorsement revenue, they get the latter's shares directly.

Reporters learned that Erwin and UMBRO Greater China cooperation, the contract structure is similar to the contract between James and Nike.

In addition to regular endorsement revenue, Erwin will also receive sales from UMBRO's Greater China for its personal products, and Erwin has always been interested in training youth soccer in China, which coincides with UMBRO's idea.

It is quite surprising that UMBRO and Erwin, 37, are back together. After all, Erwin has retired, though not as big as a lot of South American players, but also away from the football field.

But everything seems reasonable. This 92 year old British brand of old football equipment has been accompanied by Erwin's whole career.

In 1993, the 14 year old "catch up boy" signed a contract with his sneakers.

Erwin carries the memory of Erwin's career.

During Erwin's England national team, UMBRO has always been the supplier of the three lions' jersey.

In 1998, Erwin's Blitzkrieg of the Argentina team is still the classic footage of the football screen.

Erwin's UMBRO LOGO was printed in the hearts of fans all over the world.

It can be said that Erwin's happiest time was accompanied by UMBRO.

However, there is no end to the world.

In 2013, it was a gloomy year for Erwin, UMBRO and their followers in China.

This year, Erwin retired, and UMBRO gave the most important position and the last straw, the sponsorship of the England national team, to Nike, which completely defeated the first football resources and withdrew from the Chinese market.

At this point, Erwin and UMBRO, UMBRO and China's market sentiment has been cut off.

However, after the retirement, Erwin began to focus on developing the Chinese market. He worked with the youth training program, "the next star" and sina sports, and also served as the ambassador of Shanghai campus football.

"I have been coming to China for the past few years, and the Chinese market is becoming more and more important."

In an interview with reporters, Erwin said so.

UMBRO entered a new turn in 2016.

In May 29th, Mei and Chuang announced the purchase of trademarks and management rights of UMBRO Greater China (including Mainland China, Hongkong, Macao and Taiwan).

According to reporters, the value of the contract is nearly 400 million yuan.

After joining UMBRO, the United States and the United States also dream of returning to Erwin one day.

In August this year, when Erwin participated in the activities in China, UMBRO and Erwin met personally and discussed the possibility of signing the contract.

"UMBRO is my life.

(Umbro is my life.) in the activity, Erwin once said to UMBRO executives in Greater China.

Europe and the United States retired stars to develop the Chinese market is already the general trend.

Figo, Beckham, Ronaldo, and so on, came to China's star cars, but the real formation of deep development is not much, more than the form of brand campaign endorsement.

Among them, Erwin's good friend Beckham did a good job.

In addition to the endorsement of China Super League, Luneng Group, Shenzhou rentals, Jaguar China and other commercial establishments, the "fans" also participate in the development of Chinese market by way of capital operation, such as jointly launching their own business partner Simon Fuller and Diageo, and launching a joint venture with the Li Biao group to develop personal brand products.

Erwin is working hard in the way of Beckham, and working with UMBRO Greater China is a heavy blow to develop the Chinese market.

After all, he used to participate in brand endorsement as ambassador of image, rather than developing personal products and establishing industries.

For UMBRO Greater China, the signing is also a shot in the arm for the Chinese market cake.

In terms of the Chinese market, Nike and Adidas basically monopolized the head resources. Anta joined hands with former Asian football player Zheng Zhi, who invited international Yang Xu to speak at 361 degree. XTEP invited former European Footballer Shevchenko to promote.

UMBRO also needs a public star to act as a table tennis player. Although Erwin is close to the age of no doubt, he needs to work hard to win back to consumers.

Birds of a feather flock together. The reunion of UMBRO Erwin also stems from the congenial temperament of both sides.

Erwin, on the court, was full of enthusiasm, countless people and scored goals. He was awarded the Golden Globe Award in Europe. He remained loyal to UMBRO in his career. Erwin, gentle and elegant outside the court, commenting on ball games, tasting wine, riding horses, investing and developing his personal career. Erwin in his family was happy and happy to have four children together with his wife.

A loyal British gentleman combined with a dedicated British brand is enough to be happy and moving enough.

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UMBRO accelerates running

In the 5 months before signing Erwin, UMBRO's Greater China team has been beating the ground.

Overtime, weekends and even brightly lit nights have become normal.

They didn't even take a vacation this year.

"There are a lot of things to take care of, such as brand elements to the positioning after the return, supply chain to the entire marketing strategy, and even the terminal sales of every link and details involved in many things.

UMBRO is now like its own child.

We should teach it carefully, so that it can thrive and withstand wind and rain.

In an exclusive interview with reporters, Zhang Tengfei, the chairman and UMBRO CEO of Greater China, said that its main time and energy were spent on UMBRO brand.

This is not easy for the US and the US team.

In the past, they mainly engaged in e-commerce, brand management and other businesses, although many sports and fashion brands to establish agency operation relationship, and in Tmall, Jingdong, vip.com, temple library and other electronic business platform to establish cooperation, but did not participate in the operation of a brand.

"After all, we belong to the sales industry, and now we turn to make the brand.

There are still a lot of difficulties not imagined.

Of course, in the process of solving difficulties step by step, the team grows fast and is more and more full of entrepreneurial passion and confidence.

Zhang Tengfei admitted.

After returning to China, UMBRO products are mainly divided into two categories: football and fashion life. The core target group is 18-30 years old, who love sports and fashion.

On line, UMBRO Tmall flagship store went on line in August. Reporters learned that UMBRO will take part in Tmall double eleven activities. Apart from attracting preferential policies for buyers, Erwin will also participate in promotional activities.

In the past, the United States and the United States have helped many sports and fashion agents to operate online businesses. Therefore, whether it is Tmall, Jingdong, suning.com integrated e-commerce platform, or vertical electricity providers, other distribution channels, UMBRO Greater China can quickly use existing resources, smooth access.

Reporters learned that as of the end of September, UMBRO has launched a layout in the southwest, northwest, North China, Lu Yu and other regions, opening a total of 10 stores in Xi'an, Chengdu, Shijiazhuang and other core cities, and will open the Beijing market by the end of the year, when the total number is expected to be close to 20, and plans to open to 200 next year.

At present, all shops are open for UMBRO brand, starting from next year or considering some joint ventures.

UMBRO accelerates the development of offline channels.

In terms of team members, UMBRO Greater China has dug up strong support from former Li Ning Co COO Guo Jianxin and former KAPPA vice president of China, such as Bu Jianjun and so on. At present, there are more than 100 teams, and most of the other members come from some sports equipment brands.

In terms of design, UMBRO hired designers including former KAPPA China's first design director, Steve Hong, as well as designers from Nike, Under Armour and other brands to promote their product design and research and upgrading.

With this contract, UMBRO will design and develop a full range of shoes and accessories accessories for Erwin.

In addition, in terms of product fabrics, UMBRO is also looking for foreign suppliers.

Over the past 1 years, the domestic sporting goods industry has been warming up thanks to the ease of industrial inventory problems, the upgrading of consumption, and the impact of the European Cup and Olympic Games.

On the other hand, the market competition is becoming more and more intense.

The two giants Nike and Adidas occupy the most powerful position. KELME, New Balance and so on have been laid out. Anta, 361 degree, XTEP and other domestic brands have joined the war, and JOMA brands are still taking the opportunity to enter China.

After returning to China, UMBRO signed this contract. Erwin is just beginning. In the future, more sports and entertainment stars will join Erwin's queue.