Quanzhou Sports Brand Is Actively Planning The Taiwan Market

In May 11th, XTEP officially opened in Taiwan's West Gate store and became the first mainland sports brand to enter Taiwan.

With the improvement of the cross-strait situation and the planning of the West Coast Economic Zone, Quanzhou sports brands such as Anta and PEAK are actively planning the Taiwan market.

XTEP wants to make 300 outlets in tablecloth.

"It should be said that Taiwan plays an important role in the strategic layout of the brand."

Zhuang Zhaohui, director of XTEP overseas center, told reporters.

In the industry view, Taiwan and Hongkong, Singapore, Dubai and other cities are also a strong launching station. By setting up such a launch station, they can well radiate into the surrounding areas, such as the Asian market and the Middle East market.

Zhuang Zhaohui believes that the Taiwan market has both opportunities and challenges for domestic sports brands.

"The footwear industry in Taiwan is developed, but most of them are concentrated on leather shoes. The local influential sports brands are very few. This leaves a vast space for mainland brands to enter the Taiwan market, and for XTEP, the first entry into the Taiwan market has the advantage of first mover."

But from the consumption ability of local residents in Taiwan, the purchase of international brands such as Nike and Adidas is not a problem for most of Taiwan residents.

According to Zhuang Zhaohui, in Taiwan, the price of Nike and Adidas is around NT $3000, while XTEP's local pricing is about NT $1800~2400, and the price advantage is not big.

It is understood that XTEP opened a store in Taiwan, took shoes exports to Taiwan, and then the local agents to enter the form of franchised stores.

Taiwan's import of footwear to the mainland also needs to impose high anti-dumping duties and tariffs, and detailed regulations on the import of shoes. Therefore, it has virtually increased the cost of mainland brands entering the Taiwan market.

It is understood that this year, with local agents, XTEP will open 8~10 stores in Taiwan, and in the future layout of the entire Taiwan market, there will be 300 XTEP stores.

While the price advantage is not obvious, XTEP has adopted a new sales model in Taiwan, such as setting up special children's playground, 3D game area and bicycle service station in the shop.

  　　  安踏、匹克也正謀劃臺灣市場

It is understood that last year, Taiwan announced the mainland capital access permit approach, the first to open 100 investment projects involving shoes and clothing industry, which allows Quanzhou's sports brand to launch a positive market exploration in this area, to study the feasibility of opening shops in Taiwan.

In 2006, when interviewed by reporters, Anta revealed the plan to open a shop in Taiwan, but then it did not see any progress. The brand was also shunning the topic of going to Taiwan for two years.

Familiar with Anta's industry said that the brand did have a plan to enter Taiwan, but at that time Taiwan set up 50% of the high tax barriers, so that the plan had to temporarily stranded.

At the time of the 2009 issue, Ding Shizhong, chief executive and chairman of Anta, said that with the improvement of the cross-strait situation and the maturity of the West Coast Economic Zone, the company will benefit directly and hope to enter the Taiwan market in the future.

PEAK group has also made many explorations on the Taiwan market.

PEAK sports CEO Xu Zhihua revealed that the terminal entry is in the process of brewing. As long as the conditions are right, they are willing to open shop in Taiwan.

The lack of local brands in the sporting goods market in Taiwan is not an opportunity for mainland brands.

Xu Zhihua said that the company's future marketing in the Taiwan market can continue the mode of the mainland market, and it can also refer to its mode in the US market, or even innovate.

Insiders from the Taiwan market have told reporters that there are certain differences between the Taiwan shoe market and the mainland shoe market.

For example, although the local people are not tall, their feet are large and wide. They all need to adjust the design and production of the local feet.

At the same time, because the local policy environment and the mainland are also quite different, entering the Taiwan market mostly takes the form of agents. On the one hand, we must find qualified agents, and on the other hand, we must have good communication with local agents.