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[] October 26, announced the agreement of sale of a surprise to many football fans, the price of $ 225 million of its Umbro sold to Iconix Brand Group company, said the transaction is expected by the end of 2012 end. Nike President and CEO Mark Parker said The initiative allows the "opportunity to focus on the most growth potential. Umbro is the original the British veteran soccer equipment manufacturers, 2008 Nike acquisition price of 285 million pounds from to make up the gap in the football field with Adidas, but holds only four years after the sell-off. "For Nike, this is definitely not a failure of the business, the The acquisition Umbro let Nike football field a large number of sponsorship and marketing opportunities." Analysts say, hold brand four years, which is almost drain "the the former commercial value. Reporters learned that Umbro new owner Iconix, in fact, a Chinese enterprise, its customary business models, namely the acquisition of foreign brands to China and other emerging markets to find a local co-operators. Umbro brand operation is no exception, the Chinese market disk access, or general sports brands such as Belle channels. The two most core value of the Nike "cage for a bird surgery Umbro product development and sponsorship resources drained by Nike. Umbro news of the sale was caused concern because of its many fans worldwide. Umbro earliest is a soccer supplies manufacturers, founded in 1924 by the British Humphrey brothers. In its growth process has been accompanied by a support Verdy tyrannical won the World Cup together. Its long-term sponsor of the England national team and a number of first-tier football star, has a lot of fans in China. 2008, is gradually disappearing Umbro Nike acquisition, then a price of 285 million pounds. "Nike has made the acquisition of Umbros decision, and four years after the sale of the brand, from the value of complementary angle to consider a long-term concern Nike Hong Kong Financial Analysts said the reporter, two of the sports brand big giant Nike and Adidas, former demands more attention to basketball, while the latter has strong resources for a long time in football. Original acquisition of Umbro, Nike aims to make up the gap with Adidas in football. After four years, Nike gradually own sponsorship and promotion of penetration to the football field, experienced the test of the European Cup and the World Cup two major top-level competitions of, its discovery their own main brands NIKE has in football and Adidas have rivals emboldened. "At this time the value of the Umbro brand, Nike has been little." The analyst said. In fact, Nike has an early start to peel Umbro brand prepared. Umbro England team sponsorship contract was until the end of 2018, but in August of this year, the FA announced that co-operation will be terminated with Umbro, instead it is Nike. In addition, Nike sponsorship contracts, such as Manchester City and other heavyweight football jersey from Umbro hands. "Umbro value has already been drained." Sports brand dealers and market watchers Magang also of the view that for the sports brand, product development and sponsorship resources are two of the most core value, and took over at Nike Umbro four years, has been the above quality resources all in the bag, only the continuing devaluation of Umbro brand. Channels to expand the low-cost strategy hindered Nike By Laibai Li Baosheng two professional channels, but the latter into a profitable predicament is to shrink the front. Nike sale Umbro incomprehensible that, in 2010, Nike had publicly expressed the desire to enter the four-tier market, and consider the introduction of lower-priced goods. The analysis at the time that if Nike is well prepared to play the cheap card, its Umbro brand influence, market-based, is an excellent choice for Nike to enter the market three or four lines, can act as a "vanguard" role. Said Hong Kong Financial Analysts said the sale decision is actually very good understanding. In the past two years, Nike has really tried to depth four-tier cities in China, but it appears that the attempt failed. Nikes channel expansion, mainly according to Laibai Li Baosheng two professional channels, but the latter into a profitable predicament, is to shrink the front. Belle main channels in a second-tier cities, the short term does not have the ability to channel sink to fourth-tier cities. "That is the most important issue, Nike now facing the not select which brand do cheap, but its attempts to find yourself channels sinking." The analysts said. In addition, many market participants believe that compared to their old rival Adidas, Nike, there are some differences in multi-brand operations strategy. Adidass multi-brand strategy is more resolute, and its subsidiary both clover, Reebok or Y-3, etc., have relatively independent promotion programs. Nike in all brands, there is a clear preference, it is difficult to imagine its subsidiary Converse brand to more than Nikes main brand. In fact, even a lot of fans in the Umbro Nike re-selling, only to find the original Umbro brand Nike acquisition. Umbro "Hydrangea" the Iconix, thrown to the Chinese market is a Chinese enterprise, its acquisition in the United States in recent years, a lot of clothing brands, which are part of the premium in brand and then resold. But unfortunately of Umbro this brand. "Magang said, many fans of the England team in the country, its long-term shirt sponsor Umbro has been the domestic fans known. Prior to the acquisition, as a second-tier sports brands Nike and Adidas in the domestic market is also a place. Nike took over, apparently did not spend a lot of thought to the operation of this brand is not only slow product updates, less than impressive on the channels. However, according to the reporter was informed resold by Nike, Umbro brand but will usher in the Chinese market vitality. Said Hong Kong Financial Analysts told reporters the Umbros the acquisition Fang Aikang Nice, though not listed on NASDAQ enterprise, but its business mainly for the Chinese in Hong Kong and the Mainland market, its clothing brand operations and channels on a long-term experience. Familiar with the business model of Iconix lion grid Consulting Co., Ltd., general manager of DR ANTHONY told reporters the Iconix should be regarded as a Chinese enterprise, its acquisition in the United States in recent years, a lot of the clothing brand, which part of the premium in brand and then resold it, the other part is looking for partners in the country, and their right to a part of the shares, while the production of the brand, channel, brand operations are handed over to the partner responsible for. Iconix executives told reporters confirmed this view, and said that the Umbro partners in the Chinese market is still in the process of looking. Before Iconix in domestic and as Mecoxlane Shanghai Doright clothing, etc. are similar cooperation, under normal circumstances, Iconix only willing to share of about 20% of the shares of the joint venture. Umbros future partners in the Chinese market, the high-level have not been disclosed. Cheung believes that the acquisition Iconix intent is that the layout of the Chinese market. Umbro "Whispering" Belle sports brand channels most likely. The competitive landscape of the sports brand, the channel will not long be satisfied with the retail sector, but consider the transition to the upstream, the Umbro brand value for channels in Belle. Of course, does not rule out other brands might win the Umbro brand. Related articles:

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