BALLYGOLF enters China with turbulent and chaotic patterns to reduce brand value

After acquiring the distribution rights of “Bally-Golf” in the Chinese mainland market at the end of 2002, Xinya Company immediately launched its promotion with outstanding handwriting and quickly achieved remarkable results: In February 03, the “Bally-Golf” brand image was unveiled. China’s high-end fashion magazines and large-scale outdoor billboards; in March 03, New Asia’s company invested heavily in holding a grand “Bally-Golf” brand on the Chinese market press conference in Beijing, more than 200 media reporters across the country. Film and television stars will witness the grace of the "Bally-Golf" brand. At the conference, the person in charge of Hong Kong Iraqi International Co., Ltd. praised the company’s efforts to expand the “Bally-golf” Chinese mainland market. In early April, the Shenzhen “Bally-Golf” was approved by the Hong Kong Iraqi company. After the family brand shop opened soon, the “Bally-Golf” stores in Dongguan, Guangdong Hongqiao and Guangzhou Lai Bo also opened one after another. On December 31, 2003, the New Asia company held a grand “Bally” in Shanghai. The Golf brand landed on the Shanghai market press conference. Through a series of advertising campaigns and store promotion activities, it held large-scale press conferences in Beijing, Shanghai, Guangzhou, and other places, and sponsored the Mission Hills Golf Club Hong Kong Fuzhushe Charity Event. Sponsored the Asian APGA professional tournament held in Yalong Bay, Sanya, and participated in the autumn and winter fashion conference of Guangzhou Lai Bo Plaza's world first-line brand. Through the best operating venues in famous shopping malls in South and North China, it was only 8 months before the market in Mainland China. "Bally-Golf" won the reputation of "the most popular golf equipment". The "Bally-Golf" brand has also been favored by consumers in mainland China.

When Xinya Company and dozens of central cities including Beijing, Xi’an, and Hangzhou were preparing to implement the “Bally-Golf” shop-opening plan, Hong Kong Yi-Ying Company began delaying the approval of the store-opening program for various reasons, and on January 6, 2004. Suddenly sent a letter to Xinya Company, requesting that "Bally-Golf" headquarters reorganize its brand image and require New Asia to close the "Bally-Golf" brand of Guangzhou Lai Bo Plaza on January 10, 2004, four days. China’s flagship store, as well as three influential “Bally-Golf” brand stores in Shanghai and Shenzhen, and the losses caused to Xinya Company, Yiying Company is willing to provide economic compensation. What confuses Xinya Company is that the “Bally-Golf” brand Chinese flagship store has just opened. Brand image, store decoration drawings, etc., are all approved by the authorized parties. “Bally-Golf” provides There is no change in the product brand logo. Why should we change our brand image in the most prosperous golden season? In order to continue to invest heavily in the agency before and after the huge investment to promote the "Bally - Golf" brand, Xinya company reluctantly closed a shop in Shenzhen.

The sudden closure of international brand stores has not only caused huge losses for Xinya, but also caused unwarranted speculations from within and outside the industry, media and consumers: Is there any serious problem with the operation of “Bally-Golf”? "Bally - Golf" may want to give up the Chinese market? The reputation and image of the “Bally-Golf” brand that has just been established in the market has been greatly hurt. According to the agreement, Hong Kong Yiying Company, which received payment from New Asia and paid for products in March this year, has not yet delivered all the goods to Xinya. Numerous new “Bally-Golf” brand stores opened by Xinya Company. There has been no product management. The New Asia company made several visits to Hong Kong and negotiated with Hong Kong Yiying Company, which holds the "Bally-Golf" China dealership, but it was a notice to terminate the "Product Distribution Agreement."

It is understood that, until now, the Hong Kong Iraqi company, which has unilaterally terminated cooperation with Xinya Company, has not only failed to compensate the collaborators, even the prepaid purchase price of Xinya Company has not been refunded. The surprise of New Asia Inc., which has dealt with many famous European brands for many years, is that this company has more than 150 years of international top brands when it has repeatedly asked the Swiss “Bally-Golf” brand headquarters to solve the distribution disputes in the Chinese market. However, the affiliates believe that they have nothing to do with it. Not only did they not supervise and sort out their related brand licensing routes, but the messy agency structure also reduced the brand's gold content in the Chinese market.