The Situation Of Nike Returning To The Country Has Entered A Good Situation, And The Idea Of Nike ADI Has Hit The Two Or Three Line Market.

July 21st, until last week, the share price of Chinese sportswear manufacturers listed in Hong Kong began to pick up steadily. Before that, the decline in 10%~15% for two consecutive weeks came from Nike's intention to enter the mainland two or three line market with cheap products.

When the foreign retreating countries came in, some powerful domestic sports brands sounded the horn to attack the first tier cities. Nike and ADI The two foreign giants coincidentally fought the idea of the two or three line market. Analysis of the industry, in the case of the original price advantage may be conquered, the domestic sports brand how to attack and defense?

New moves of foreign giants

In fact, Adidas has gone through a crisis of Olympic inventory. Two or three line Market More substantive actions have been taken. "Before September 2010, all the Adidas teams that have been put in various regional markets to work closely with distributors will be in place." Du Bairui (Christophe Bezu), the new managing director of Greater China in January 2010 of Adidas group, said in an exclusive interview with the domestic media that Adidas would be more concerned about the potential market of the two or three tier cities in the next 3 to 5 years than the expansion of the first tier cities.

It is understood that in the past, Adidas gave most of the operation of these cities to dealers. But now, Du Bairui decided to let Adidas's team control these markets in person. At the same time, the management method needs to be "more Chinese". In his understanding, Adidas's localization is not only faster and deeper, but also needs more dimensions: for example, recruiting more local staff, interacting with the government more closely, sending more managers to actively communicate with local distributors.

Local brand Lining , Anta While consolidating the two or three tier city market, the first tier cities that belonged to the foreign investment front were sent to Wangfujing and the flagship stores of Lining and Anta in Beijing. This is exactly one of the reasons why Du Bairui continues to open shop in China's three or four line cities: the advantages of the first tier cities are being diluted. If there is no expansion, Adidas will lose the opportunity to enter the two or three line market.

In June 23rd, at the Nike 2010 fiscal year conference call, Nike brand President Charlie Denson (Charlie Denson) said that the company did plan to enter China's second tier, three line or even four line cities, and will launch the NIKE series of different low price products at the same time, consider buying or introducing some other brands. Previously, Nike has just announced a "Five Year Plan". It is estimated that the revenue of Greater China will grow by more than 10% annually. Such an industry as a radical development plan is considered to be the symbol of Nike's upcoming two or three line market in China.