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Domestic Sports Brands Should Do Well In The "Channel Construction" Protracted War.

2012/1/9 16:51:00 20

Looking at the present

market

China sporting goods

industry

The growth rate is second only to the financial industry. This answer really makes the local sports brand feel proud and pleased. This satisfactory "answer sheet" is caused by many factors.

However, it is undeniable that compared with other factors, the layout of China's local sporting goods brands in the two or three line market is the main reason for this "answer sheet". Lining and other brands have more than 70% of the shops distributed in the two or three line market, and their own channel construction and distribution network is more perfect, and the dealers also form a solid strategic relationship.

International brands become crack weapons

However, as the home of the local sporting goods brand and the rising base, the two or three line market has been a steady competition. Among them, the first echelon of Anta, XTEP and Hongxing Erke, the two tier of the double star and so on each need what they need, no one has broken through the strength and ability of the current pattern.

This balance will soon be broken because of the strategic shift of Nike and ADI's two major international giants, especially when the local brands are ready to enter the international market.

Nike

And Adi turned to pursue the depth of the Chinese market, trying to consolidate the absolute competitive advantage position in the Chinese market through the channel sink.

It is true that a brand will always strive for consumers, and a positive battle from the mental level of consumers will surely lead to a double war between channels and prices in the industry. The first battle is not the product or the price, but the brand influence and penetration. In this respect, the brand of China's local sporting goods still has a big gap with the international brands with decades or even hundreds of years of history. Nike, ADI's profound brand concept, perfect product system and integrated brand communication will surely become the solution to local sports.

brand

The most effective weapon of "channel barriers".

The only obstacle to consumption is the high-end price of Nike and Adi products. Once the product price is suitable for the consumption level of the two or three tier cities, the competition of Chinese local sporting goods brands will be direct and cruel.

Brand "internal force" is a hard nut to crack.

In the short term, the local sporting goods brand can resist the Nike and Adidas's sinking strategy through the joint layout of the store layout and reduce the popularity and passenger flow of its stores.

However, in order to strive for long-term stability in the main battlefield, channel construction has not many cards to fight, especially the strong capital flow of international sporting goods brands will gradually narrow the gap. The future leading success is still the depth of brand internal strength, and the brand internal force is the "bruising" of local sporting goods brands.

A few years ago, Anta, XTEP and other brands were also planning how to lower costs, so as to launch a price war in the terminal market, so as to attack the competitors in the region. But after several world-class competitions, especially after the Beijing Olympic Games, they saw more international brand practices and tasted the sweetness of advertising and public relations activities, and the marketing thinking of local sporting goods brands gradually opened.

Even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even it was the 2/3 team.

Such a strong oppression, so that the local sporting goods brand in the professional sports field and international giants directly and long-term confrontation, it is like self search for death.

Generally speaking, short-term imitation does not represent long-term imitation.