Jordan Report "Jordan" was convinced that this "name" dispute outcome of the U.S. basketball superstar and sporting goods business in China is hard, commercial smoke flavor but behind the incident comes out the introduction of conjecture. Fierce competition, how local businesses can stand out? Outside of this extensive discussion. Maji Long, director of the Center of State Sport General Administration and equipment, and the Secretary-General of the China Sporting Goods Federation, told Xinhua in an exclusive interview recently said that the big brands of Nike, Adidas and other international monopoly pattern of first-tier cities in China has been broken, and foreign brands will competition for the sporting goods market, cakes, local businesses If you want to be based on the key is to strengthen brand building. Nike, Adidas and other international brands in the past, most of the lock to the strategy of high-end customers, the main target on the first-tier cities, Anta, and many other domestic sports product manufacturers using the strategy of "encircling the cities from the two third-tier cities and even fourth tier cities upside, rapid market share growth.
"The pattern of international brand monopoly of first-tier cities has been broken," Maji Long, for example, Guangzhou is China's leading sporting goods enterprise ANTA's best-selling regional sales would account for about 1/4 of its plates, and its market share to from Guangzhou as well as several other major cities. In the region, to say the least matched Anta and international brands. He believes that the first-tier cities in China market is huge, local companies have realized that a piece of cake can not be lost, so they have been trying to squeeze in a high-end market. Beijing, Shanghai and other shopping centers everywhere proxy Li Ning, Anta brand dealership. Into account market demand and awareness of the brand value of the local enterprises gradually increased, unlike the light thinking about how to more sellers, more and more local businesses into the first city exhibition one of the main purpose is to build brand, "Maji Long said. At the end of 2011, China's sports industry output value reached more than 2220 billion yuan, the sporting goods industry is a dominant, accounting for more than 80 percent, and apparel industry is one of the fastest growing areas in the sporting goods industry. Maji Long told reporters that the past 10 years, the local sports apparel supplies business growth is especially rapid, such as set foot on the end of the century only 1 billion yuan of assets, has now reached over 90 billion. China sporting goods market, the cake will be bigger, "said Ma Jilong However, with increasingly balanced domestic and international brand strength, market competition will become more intense. In addition to local businesses upside, the international brand "settlement" to seize the low-end market.
For example, he said, after 2008, a number of international brands to the three lines of urban development, urban development and even asked the company to the Chinese "7" line in 2009, Adidas. The next period of time, domestic brands will maintain a relatively rapid development, there is a price advantage to compete with international brands. "Maji Long believes that with the improvement of the domestic brand influence, level of technology, materials and international brand gap narrowing coupled with low prices, perhaps to meet the consumer demand for more Chinese people. However, he stressed: "the international brand market is threatened, but it will not be squeezed out of the Chinese market." The face of international brands focus on infiltration, Maji Long local businesses to seize market share at the same time, if you want the business momentum never been stopped, we must learn to brand building strong international brands continue to practice corporate "brand" Article main lifeline. Nike and Adidas, and many other international brands are accustomed to take the high road, usually rely on high-quality production techniques and advanced materials for the well-known elite athletes, giving rise to consumer psychology halo effect to attract "fans" Love me, love my dog.
It's written by GoodLandShoes date 4.1.2012
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