Italy's AKI brand sports apparel dominance Chinese entrepreneurs snapped up in the Chinese market

According to the Italian "European Union Times" report, Italy's AKI brand sportswear with nearly a hundred years of history is favored by consumers. It has a broad customer base in Europe and is linked to Nike and Adidas. The European market is famous. Last year, the Italian boss of AKI Sports Apparel Co., Ltd. retired and the company as a whole sold out to the public. After many rounds of bidding and negotiation, the unique Chinese traveler from Zhejiang Province, Jin Donglin, the famous Italian overseas Chinese leader, and his eldest son Jin Yubin jointly acquired the product. 90% of the shares of the joint-stock company obtained the right to operate and manage the company, and the Italian brand enterprise of 100 years was officially a foreigner.

AKI Sports Apparel Co., Ltd. has only more than 500 outlet stores and more than 30 chain stores in Italy. The company has been using the business model of market quotas and limited supply for many years and is popular among European athletes and sports enthusiasts.

Jin Donglin moved to Italy in the early years and has operated Italian restaurants and Chinese restaurants in Pisa, Italy, and has opened a trading company that operates Chinese goods. As a result of his business, Fang Donglin has more than 10 million euros of properties in Pisa, Italy, and he has participated in A number of real estate investments in mainland China. Kim Dong-lin, who has achieved success in his career, has not forgotten the public interest. He once organized the Overseas Chinese Association of Overseas Chinese in six provinces and one city in western Italy. He has served as the first president and has donated money and donations for charity projects in China for many times. After the AKI Sports and Apparel Co., Ltd. elected Jin Donglin as chairman of the company.

There are many Chinese businessmen engaged in apparel business in Italy, but it is rare that they are truly committed to managing their brands and achieving success. Jin Donglin and his sons have become the best among the Chinese businessmen in Hong Kong with their pioneering spirit and new business philosophy.

As Jin Donglin is currently busy with entering the domestic market in China, the reporter recently interviewed Jin Qibin, general manager of AKI Group Co., Ltd., referring to the original intention of taking over branded apparel, Mr. Kim said with deep feelings that any new attempt requires courage. He Lili, who runs AKI, although it has already gained great popularity in Europe, how to make it move into the world and become an internationally renowned brand requires a lot of hard work and painstaking efforts. The good news is that after more than a year of hard work, we are stepping toward this goal step by step.

Jin Xiaobin said that as the older generation of overseas Chinese, my father Jin Donglin has been engaged in the catering and clothing industry. It was under the influence of my father that I decided to study the economy when I was a professional and took the road to business after graduation. The catering and clothing industry has always been the pillar industry of Chinese businessmen in the region. It has not changed for decades. However, the competition is becoming more and more fierce. How to emerge a new road in the fierce competition requires Chinese entrepreneurs to develop new business ideas.

Last year when the old company AKI wanted to change hands for family reasons, I think this is an opportunity. Only by operating your own brand will there be more room for development. Taking over a brand that already has a certain reputation will make us shorten from starting at zero. The process of achieving the intended goal, perhaps our attempt, will open up a new business path for other Chinese businessmen. However, this road is not easy to go. It not only needs courage and courage, but also requires a brand-new business philosophy and management model. , completely different from the previous simple garment processing. When I told my father my thoughts and got his support and encouragement, he believed that the young generation of Chinese businessmen should not be stuck to the older generation’s original business model, and should use their own advantages to continuously explore and innovate. There is more room for development.

He pointed out that the AKI brand should not only stay in the Italian and European markets, but our goal is to make it an internationally renowned brand. Therefore, while stabilizing the Italian and European markets, we decided to enter the international market.

The first stop to enter the international market is the Chinese market. Why is the Chinese market? There are two reasons for this. First, we are Chinese people who are more familiar with and understand the domestic market. Second, with the approaching of the 2008 Beijing Olympics, Chinese consumers are increasingly entering various types of professional sports. The professional demand for sports equipment is increasing.

According to our market research, the Asian market has grown to become the third largest sports equipment and clothing market in the world after the United States and Europe, and its importance is still rising steadily. China, which has the largest population in the world, has particularly great potential in this market. Of the 1.3 billion people, 400 million are actively participating in sports. Especially with the approach of the 2008 Beijing Olympics, the National Fitness and National Olympic Games are gradually entering every family of the Chinese people. Sports have become an indispensable part of ordinary people's lives. As part of this, the demand for sportswear will also rise. The domestic market will have great potential and unlimited business opportunities.

Jin Xiaobin pointed out that at present our company's work to enter the domestic market has been fully started. The sporting goods company established in Shanghai last year is actively carrying out preliminary preparations for the company to enter the mainland market. We plan to fully promote the AKI brand to the domestic market in the first half of next year. It is hoped that the AKI brand will become a gift for the Chinese entrepreneurs of Hong Kong for the 2008 Beijing Olympic Games.