Carle Has Sponsored Nearly Half Of China'S Football Team To Enter The International Market With Football As The Cutting Edge And Challenge The Sports Giant.

You may not know its story or even its name, but as long as you have some understanding or experience of football, you probably saw such a Logo: a four toe bear paw.

Over the past four years, the Logo has been very exposed in China. It has gradually entered the professional football league from grassroots football and amateur football, and then appeared in the TV relay picture.

Its name has been gradually known: KELME, the Chinese name is Carle beauty.

Young people may not be familiar with the brand, but the fathers after 90 and 00 are impressed by it. During the 1994-1998 season, Raul, Morant and Carlos, who were handsome and handsome, were dressed in Carle's Real Madrid team uniform. Their high light moments included the defeat of Juventus in the final of the Champions League in the 1997-98 season, winning the championship trophy.

Carle's arrival in China is a story of the second spring of sports brand.

In 1963, the Quiles brothers of Spain founded Eyre Carle, a sports brand in Spain.

As a Spanish local brand, Carle beauty focuses its products on the soccer field of Spaniards. In 1990, Carle produced the first series of professional football shoes, and in 1994, the brand became a sponsor of Real Madrid's Jersey.

In the 1992 Barcelona Olympic Games, Carle beauty was also the sportswear producer of the Spanish Olympic team.

However, Carle's more vertical product positioning makes it impossible for them to compete with the comprehensive sports brand.

Moreover, as the major sports brands have stepped up their investment in football products, Carle's advantage has been squeezed again and again, and the peak is coming quickly and quickly.

Carle has entered the Chinese market before, but

The result is not ideal.

In 2014, a company named "Yuan Xiang weaving" in Jinjiang, Fujian, became interested in the brand.

Yuan Xiang weaving, originally a foundry of sports brands such as UMBRO, kappa and Diadora, is familiar with the production and manufacture of football products, and is located in the base of Chinese sports shoes and clothing. Jinjiang means that they have a series of resources from the chain of product design, supply, production and sales.

When Carle and us were no longer brilliant in Europe, Yuan Xiang weaving, based on paction price, brand history and the potential of Chinese market, negotiated with Carle Mei international company, and finally won the brand's R & D, production and management rights in China.

The sports brand has officially returned to the Chinese market as the "Carle beauty China Limited".

In 2017, the brand that had developed in China for four years achieved 500 million yuan in revenue and net profit of 20% yuan.

In absolute terms, it's not shocking, it's much harder than Anta, XTEP and 361 degree neighbors on the streets of Jinjiang.

However, the uniqueness of Carle in the Chinese market has made more people remember this brand.

Their sponsorship is half the size of Chinese football.

Which brand is the most popular among Chinese football clubs? Not Nike, not Adidas, nor local Anta or Lining, but Carle beauty.

The brand has gained popularity in China in the past two years, and is closely related to its high-density sponsorship in the Chinese Professional Football League.

Carle sponsored by the United States has a wide range of football matches.

According to the official introduction, Carle's sponsorship range from professional, amateur, teenager to campus football and other fields is the largest professional football brand.

Although China has taken root in its development for only four years, Carle and the United States are not stingy with the investment in marketing while developing products and channels.

Ke Yongxiang, general manager of Carle beauty China Limited, told the interface news that at present, the brand is in the stage of rising training, and the proportion of marketing investment has been increasing every year. At present, marketing investment accounts for 15-20% of total annual income.

The head resources of Chinese football, the national football club and the China Super League, have been exclusively controlled by Nike.

The League of China, China and women's football matches in the Super League become the space for other sports brands to play their games.

Carle us has gradually established a sponsorship network for the low and middle level league: since 2014, Carle has sponsored 9 teams in China, namely, Yongchang, Heilongjiang, Heilongjiang, Zhejiang, ytten, Qingdao the Yellow Sea, Shanghai Shen Xin, Meixian iron Han, Beijing holding, Xinjiang Tianshan snow leopard, and the city football club.

In an interview with interface news, Ke Yongxiang said that next season there will be two teams from China to Canada to join the Carle US camp.

9 sponsorship teams also let Carle squeeze the rival such as sharp, Joma and Nike to become the most popular sports brand in the team.

In addition, Carle is also the official supplier of the Chinese Football League B, the Chinese five person Super League and the Chinese women's Super League.

As one of the Chinese women's Football Super League clubs, the Beijing women's football team began to receive Carle's sponsorship in 2018.

Zhang Han, the leader of the women's football team in Beijing, told the interface news that Carle has a very high coverage in all kinds of professional and amateur teams.

Unlike those of Nike and Adidas, he believes that Carle and the United States tend to be more professional football brands, and are more professional in sports than in comprehensive sports brands.

At present, the sponsorship of Carle us and China a and B teams has brought a relatively good reputation in the industry.

Especially for the team's jersey design, in the contrast of the Chinese Super shirt, Carle beauty has become the "conscience sponsor" of the fans.

Yu Shangyang, director of product design of Carle football team, said that when designing a shirt for a professional team, he would combine the history of the team or the geographical characteristics of the team's location to make the product more exclusive.

At the same time, designers should pay close attention to the functional properties of professional jerseys, such as adding laser piercing and jacquard complex processes into the Jersey to ensure the permeability and elasticity of products in high intensity confrontation.

In the New Jersey of the new season released by Carle, the clubs have their own characteristics.

For example, the North team's Jerseys: the home court Jersey is mainly made up of Chinese red; Logo is gold stamping; the cross lines of the chest bring the sense of hierarchy and visual impact; the back uses jacquard technology to blend the Peking Opera facial makeup patterns into the air permeable mesh of the shirt, increase the functionality of the Jersey, and make the Jersey more historic.

Ke Yongxiang introduced that there were about 15 designers in the design department of football equipment by Carle.

The company organizes designers to communicate in Spain every year.

In the design of the Jersey, the designer will communicate with each club, understand the city culture and club development process, and highlight them as far as possible.

The sense of belonging.

At the end of 2017, a message that might make the industry five people was mixed. Nike updated its packaging contract for 2009 -2029, sponsored by cash plus products, and the cash portion totaled 800 million yuan, and the product part was 2 billion 200 million.

Prior to the layout of the Carle in the United States has already completed the United States, there must be no lack of ambition to enter the Super League.

However, under the new situation, Carle and the United States have to change their mentality.

"China's territory is very large, and the Super League club can't cover all the provinces in China. We sponsored 9 central armour this year, and will increase two next year." Ke Yongxiang is also exploring the goal beyond China's Super League. "Moreover, we will still seek suitable sponsorship from five major leagues abroad."

At present, the club sponsored by Carle is mainly concentrated in the Spanish Football League, which has already signed the Western B team Valle Cano and the Spanish league team Alves, and this year has signed the Spanish team of Spanish Liga.

Ke Yongxiang also said that the company is planning the Carle US China cup to invite the Spanish Liga team to China.

Spain's smaller football clubs often suffer losses, so sponsorship fees will not be particularly high, and because Carle's Spanish Spanish descent is easy to find partners in the market.

But Carle and us need to explore more in other leagues and markets.

Catch football and go from group buying to retail.

Football products are highly professional and consumers are relatively narrow. They always have a low share in sports brands.

At present, sports brands are mostly expanding their product types, developing running, comprehensive training, basketball and even outdoor sports products.

Against this background, Carle did not deliberately dilute the football elements in his genes, but instead regarded it as an entry into the Chinese market.

Carle, general manager of the US China company Ke Yongxiang, said that soccer products account for 80% of the total products of Carle and the United States, and their football products are very perfect, ranging from football jerseys, sports shoes, training uniforms to accessories.

Carle, general agent of Tianjin, USA and Liu Jia, Lu Jiu sports director, said that the proportion of clothing, shoes and accessories in Carle's products is about 7:2:1.

It is easy to see that the shirt is the most important football product of Carle.

And Carle's jerseys can win in a competition, which is a great advantage.

Liu Jia told the interface news that the tag price of Carle football dress is usually between 128-188 yuan, the actual selling price is between 90-150 yuan, while the price of Nike and Adidas's jersey is about 300 yuan.

Carle's products can be spread all over China's soccer fields, which are also related to Carle's unique channel system.

According to Ke Yongxiang, the channels of Carle's beauty are mainly divided into retail and group buying.

Retail is to open stores through direct stores and distributors and agents, while group buying is for distributors and agents to sell products directly to group customers.

In recent years, the encouraging policies in China's football field have been frequent, professional football, grass roots football and campus football have developed rapidly, and the demand for uniform football uniforms has begun to surge.

According to Liu Jia, group buying is also divided into online and offline businesses, and online sponsorship of professional football clubs is to build popularity and reputation through sponsorship.

Under the line, a lot of people will be used to push the staff, actively facing the amateur football team, the Football Association, the youth training institution, the school, the Sports Bureau, the army, the enterprises and institutions and so on, to sell the products.

This part of the business needs the personal connections of the salespeople to expand their business, and is much more radiant than retail.

However, he also said that the role of people's connections will gradually decrease as the group buying business develops to the later stage, and the importance of supply chain, product quality and service will start to highlight, especially the services including printing, efficiency, distribution and so on.

After completing their sponsorship with Nike, the Beijing women's football team signed a one year contract with Carle.

Zhang Han, leader of the team, said that the advantage of Carle and other football equipment brands is that they can communicate more directly with each other and work matters.

After working with Carle and us, the Beijing women's football team can participate in the design of the competition suits themselves, and then Carle and the United States will produce them according to the requirements of the club.

According to Liu Jia, although the profit margin of group buying products is relatively low, gross margin is around 20% (gross retail product gross margin is 30-40%), but considering the cost of labor and rent in retail business, group buying is still a very important business for Carle and Mei.

According to data provided by Carle, group buying accounted for 70% of total revenue and retail sales accounted for 30%.

Carle beauty faces relatively less competitive pressure in the field of football product group buying.

First of all, group buying business has a rather thin profit margin for brands such as Nike, Adidas or domestic Anta and Lining. In particular, Lining and Anta, which have a small proportion of football business but want to attack the market, often provide products with lower prices than Carl and lower profits.

And group buying products need strong storage capacity to support, but also have the service ability Liu Jia mentioned earlier, the big brands are relatively lacking; and some domestic small and medium-sized brands, such as Rui Ke, Mei Si Road, in the supply chain, design and production, compared with Carle Mei slightly weaker.

In addition, compared with competitors, Carle football products in the United States are also ahead of the industry.

Carle, US football product designer Yu Shangyang, said: "our speed of change in football clothing and products is probably the fastest in the world."

He said that the sales cycle of similar brands would last two years or even longer, while Carle would change products in a large range from half a year to a year to ensure the novelty of users.

"About half of the professional teams in China need to be customized," he said. "This demand has brought a lot of work. The 11 designers in the team are always busy." the intensity of the work is really great. Recently, the players who are playing football in the evening are busy with overtime.

However, in the sports industry, especially if we want to establish brand, retail must be established, or even occupy the channel of business highlights.

Ke Yongxiang said that Carle is increasing the intensity of retail sales to increase the proportion of retail business.

Now the proportion of group buying and retail income of Carle's us is about 7:3, which was 9:1 when he interviewed a year ago.

At present, Carle brand stores in the United States have developed to more than 80 brands, more than 300 dealers all over the country, and more than 400 outlets and outlets. Ke Yongxiang also plans to open a brand experience store in the first tier cities.

Next step: copy China's success and kill the top three?

Ke Yongxiang didn't talk much, he was thin and slow, he was even shy when he was standing on stage or sitting in front of the camera.

But the Fujian accent in the speech still reveals the bottom line of the big sports shoes and clothing provinces that the partners are convinced.

Carle's development in China is as smooth as Ke Yongxiang's, and has been standing in China.

Now the Carle beauty, perhaps from the responsible person to the brand itself, has more voice appeal.

On April 26th, at the launching ceremony of the Chinese college students' five man soccer league and the KELME brand strategy conference, Ke Yongxiang wore a red Carle T-shirt, and was introduced to the main stage under the introduction of the host Zhang Bin.

In the audience, Xue Yanqing, executive vice president of the China University Sports Association, Spain ambassador to China, Carle, CEO Carle and Carlos, etc., and a large number of football players and media people.

Next to the venue, Carle's latest Sino American Jersey, the latest soccer product, the representative of history design and the whole process of brand development are displayed.

Yu Shangyang also sighed: "this is indeed the first large-scale market activity after Carle's brand entered the Chinese market."

It is not difficult to see that Ke Yongxiang, standing on the stage, was slightly nervous, with a slight Trill and interruption.

He also frankly told the guests that Carle did not have such a high-profile display before the public.

There are also ambassadors Carle and Lewis, Portugal's star signing.

He is also the first brand ambassador Carle signed in the US.

Ke Yongxiang revealed that cooperation with Figo is long-term and will last three or four years. The brand will cooperate with Figo to launch a joint venture and develop Chinese youth soccer through Figo's influence.

A large conference was held, and the legendary star was invited as spokesperson. Carle really changed.

In Ke Yongxiang's words, "we are more confident now than before."

During the interview, Ke Yongxiang disclosed a business change of the company - Carle America China has already negotiated with Carle US international to win the overall operation rights of Carle and the United States in the whole Asian region.

In the future, the company will expand its market in other Asian countries by setting up branches, finding partners and sponsoring professional clubs.

For this reason, Carle also dispatched troops from the more than 200 operation teams of the company, organized a specialized international department, butting the Spanish partners and butting the whole Asian market.

Speaking of the future of Carle's beauty, Ke Yongxiang has an ambitious goal: in the professional field of football, according to professional standards, word of mouth, sponsorship clubs, market share and other standards, it can reach the top three in the world.

Like the idea of development in the Chinese market, Carle is also eager to continue to enter the world with football as the incision.

And even challenge the industry giants.

However, in the Chinese market, Carle may need to enter the stage of brand creation from products.

At present, there are still many problems in front of Carle's beauty, such as inadequate retail business development, lagging behind in the development of footwear products, Limited high-tech products, less products from other categories of football, and psychological breakthroughs caused by high cost performance.

In order to build up the image and cognition of Carle's brand, Ke Yongxiang and Carle may adopt completely different manipulations and even jump out of their comfort zone to meet challenges.