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From 2 To March, The Peak Period Of Shoe Ordering Will Come.

2009/3/11 0:00:00 39

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The 2 to March of each year is the peak period of the Quanzhou sports brand autumn and winter products ordering society. During this period, the marketing themes put forward by the brand ordering clubs have become the weathervane of the enterprise and even the industry's annual marketing.

At present, the order of Anta, XTEP, 361 degree, del Hui and other brands will be over, and PEAK, seven wolves and other brands are in full swing.

Increasing the characteristics of products is the key direction of some brands this year.

In addition to accelerating the pace of development of fashion and children's stores, Anta also proposed to build corporate culture and enhance product style this year.

Lai Shixian, chief operating officer of Anta Sports Products Limited, said that in terms of products, Anta put forward the strategy of "commodity is king".

He said that the competition for sports goods market has evolved from the "decisive battle terminal" to "brand is king" in the past few years. Some enterprises have established a certain foundation for the market and brand, and will enhance competitiveness through product segmentation to establish the focus for future development.

Del Hui Sports Goods Co., Ltd. hired Korean designers this year to form the "Korean design group" to enhance the fashion elements of products.

Regarding this, XTEP (China) Limited Disneyland sports marketing center director Ye Shuangquan believes that the current sporting goods market seems to be saturated, but in fact, the market segmentation has never been saturated, and the saturated market is homogenized. With the overall market share becoming more and more concentrated in several brands, some shoe enterprises have begun to strengthen the "internal strength" stage.

According to the "smile curve" theory in marketing market, we all begin to realize that we should make our own characteristics in commodities, and strive to make efforts in the individuation, refinement and diversification of products.

He said.

This year, another interesting move of Anta is to expand the focus of the market for tennis shoes.

According to the introduction, in 2008, Anta's sales of tennis shoes were close to 10% of its total footwear sales. This strengthened its confidence in increasing the market strength of the tennis shoes market, and invited World Women's top tennis players to help brand building this year.

Lai Shixian said, with the improvement of the domestic economic level, the sports fans are more and more fond of tennis. At present, the performance of Chinese tennis players has been improving. The market space of tennis will be bigger and bigger.

Luo Shijin, the industry personage, thinks that paying attention to the product is the basis for further upgrading of the brand. As the industry becomes more and more mature, whether the product style is rich and varied, and whether it can meet the needs of consumers, will become an increasingly important factor for consumers to choose brands.

With the upgrading of the sports industry in Quanzhou, after the channel and brand already have a certain scale and foundation, focusing on product upgrading has become an urgent task for enterprises.

He even believed that the Quanzhou sports brand should have the current consciousness two or three years ago.

"The homogenization of Quanzhou brand products is very serious. If enterprises want to stand out in the competition, increasing the research and development of their own product style is the best and urgent choice at present.

In the future, when some brands can finally form their own style, it is time for the enterprises to reach a steady maturity.

He said.

Editor in chief: Xu Qiyun