The Mound Tiger Is Independent Of Its Parent Company To Build A New Organizational Structure.

In order to cope with the changing international market and simplify the process of communication and decision-making, Japan's old brand Onitsuka Tiger, a brand of professional sports shoes, has set up a new enterprise organizational structure. It has established independent communications, recruitment and administrative departments from the independent organization of the parent company Asics (Arthur) group.

Shoda Ryoji Ryoji Shoda, head of Onitsuka Tiger, said: "the market is changing very rapidly. We must respond quickly to all changes, so we need a flexible organization to understand the market in depth."

Onitsuka Tiger's communications director said: "in the past, Onitsuka Tiger was attached to the organizational structure of Asics group, and all information and decisions had to go through Asics group. Now, Onitsuka Tiger has a new organizational structure and becomes more flexible. "

In order to open up the international market, Onitsuka Tiger has hired many regional directors, such as Jason Vereker responsible for the European market and Bertrand Loisy, which is responsible for the French market. Onitsuka Tiger has 150 employees, and the scale of the future team will continue to expand. At the same time, Onitsuka Tiger also plans to open more brand stores in Europe and the United States.

Ryoji Shoda said: "we have 250 franchise stores and franchised stores, but most of them are in Asia, such as China, Japan, Korea and so on. Onitsuka Tiger has sales of nearly 400 million euros (3 billion yuan), and the Asian market is the main source. In the future, we plan to open more brand exclusive stores in major cities in Europe and the United States, expand the international market and strive to achieve double-digit growth rates.

In addition to the establishment of an independent enterprise structure and efforts to open up the international market, Onitsuka Tiger has begun to enter the high-end field in order to create a high-end brand image. It has not only launched the high-end product line Onitsuka series, but also launched a joint series with luxury brands.

This year, Onitsuka Tiger launched the high-end product line Onitsuka. The series is made from rare materials such as Kobe leather, priced between 250 and 400 euros.

"We can't compete directly with lifestyle brands," Shoda Ryoji said. "So we tend to go out of fashion and not to produce so-called" Daddy shoes ". We focus on products and technology and comfort. Consumers are very cautious about high-end products. We believe that only by relying on quality can we win their favor. And our Japanese technology will become the brand's advantage. "

In June this year, on the Pitti Uomo fashion show in Florence, the Givenchy x Onitsuka Tiger joint shoe made by Onitsuka Tiger and French luxury brand Givenchy (Givenchy) attracted many fashion fans' eyes. The shoes are divided into two colors: black and white. They are made of high-grade leather. The outer side of the shoe is the tiger claw sign of Onitsuka Tiger, while the inside is GIVENCHY.

This year, when Onitsuka Tiger is founded 70th anniversary, Onitsuka Tiger will cooperate with more fashion brands this year, including Japanese designer brand Cinoh, fashion brand KKtP, Staffonly, Kye and Sulvam, in addition to the cooperation with luxury brand Givenchy.

About Onitsuka Tiger

Onitsuka Tiger was founded in 1949 by Onizuka Kiyaro in Kobe, Japan, specializing in the development and production of professional sports shoes that cater to the needs of athletes. With professional shoemaking technology, Onitsuka Tiger has developed rapidly. By 1970, Onitsuka Tiger had become the largest running shoe manufacturer in the United States, when more than 70% of the famous athletes wore Onitsuka Tiger shoes to participate in the competition.

As the brand continues to grow, Onitsuka Tiger is reintegrated and renamed Asics. By the middle of 90s, Onitsuka Tiger was reintroduced as an independent brand.

Asics group positioned Asics as a functional sports brand, Asics Tiger as a trend sports brand, and Onitsuka Tiger as a fashion sports brand. Author: Xu Bin