Everlast lands China's number one brand in global boxing sport

Everlast, an international brand-name boxing sports casual brand with 97 years of history, officially announced its official landing in the Chinese market in Shanghai yesterday. Everlast will promote China's boxing campaign to promote its products. In March 2008, Everlast will open its first stores in major cities such as Shanghai and Beijing. It plans to break through 100 by the end of next year.

Nike, Adidas and many other casual brands have already entered the Chinese market and have established a foothold. Everlast is only now looking a bit late. But Everlast’s senior vice president of global Mark doesn’t think so. He thinks that Everlast is using boxing as a breakthrough point. Now that China’s boxing campaign has just begun, the ratings of international boxing events have now risen to the top two in CCTV Sports, and there’s still huge The development of space.

Everlast is the number one brand in global boxing sports. With an annual turnover of nearly US$1 billion, Everlast also imagines that Nike and Adidas, like their marketing in basketball and football, will establish a brand image of the industry and thus promote the sales of casual apparel in this field. It is understood that the company’s sales in the boxing professional field currently account for 5%-10% of its total revenue, and other income comes from its own casual brands. Mark said that the future marketing will be divided into two steps, one is the professional boxing field, cooperation with sports committees, clubs, etc., to promote the development of Chinese boxing; the second is through the establishment of store promotion, the first year business plan is expected to reach tens of millions The size of the dollar.

According to reports, Everlast's distribution rights in mainland China will be handed over to BMH, responsible for promoting franchise and other businesses. George BMH, president of the company, said that in the early stage of the company's direct sales in Shanghai and Beijing and other first-tier cities, but the number of future franchises must be more than the direct-operated stores, a small and medium-sized franchise investment in the 400,000 -600,000 yuan, Including goods.