Nike'S Price Was Questioned By Quanzhou Shoe Companies (2)

All circles discuss the reasonableness of "self dropping".

In fact, after the hypothetical securities price reduction is assumed, it is also questioned by the industry.

Will there be any reduction in price?

In this regard, Quanzhou marketing people Luo does not agree with this view.

He believes that the consumption of mobile phones and clothing is quite different.

Mobile phones are electronic technology products, consumers are willing to spend more money to buy good mobile phones, more are looking at its richer functions and better quality.

In the process of consuming clothing and accessories, they prefer the promotion of brand to taste, so that there is fashion in the clothing consumption of over 10000 yuan or even one hundred thousand yuan.

"If Rolls-Royce comes out with a $500 thousand car tomorrow, I don't know how many rich people will buy it in the future."

He said.

This is the identity symbol embodied in the brand, and on the other day, if all the street workers are wearing Nike, the purchase of Nike may now buy other brands, which may be a good thing for Adidas.

Mr. Luo believes that in any industry,

Whether Nike's price cut is conducive to competition with Lining and Anta is unknown.

This controversy, China's top ten brand planners Li Guangdou previously interviewed by the media, said, depends on the strategy of competitors in competition.

He believes that Nike's price reduction is a coping strategy. When the local brand grows fast, it will fight the price war.

At this time, it has to deal with a large number of domestic brands. Each brand has at least more than 1000 stores in China, and they have been rooted in the Chinese market for a long time.

Li Guangdou did not feel that Nike's "price cut" would have too many risks from its brand positioning.

He pointed out that Nike is not a high-end product in the United States, and ordinary people can afford it, which is more expensive than Nike's expensive brand.

Mr. Zhang of Jinjiang has good family conditions. He has Nike shoes when he was in high school, which made him feel a sense of superiority among his classmates.

Nowadays, he often wears 1000 yuan Nike or Adidas shoes.

He feels that many friends around him like to wear these so-called "brand" shoes, which only reflect an identity.

He thinks Nike may not be a high-end product in the US, but in China, consumers think it is a high-end product.

Because of the different economic and consumption levels, it is not easy to compare this matter, at least for now.

If all the people in the street wear Nike, this "identity" sense of superiority will disappear, so he will only choose other brands.

Short handover has become a trend.

Experts believe that

Like Adidas, Puma and other pnational sports giants, Nike's current sales network in China is mainly distributed in Beijing, Shanghai, Guangzhou and other first tier cities.

However, with the continuous increase of store rents and other operating costs, and the increase of domestic sports brands such as Lining, Anta, PEAK, XTEP and other domestic brands in the layout of the first-line market, the growth space has been far behind. How to expand to the two or three line market has become a major focus of the international first-line brand thinking.

At the same time, the two or three tier cities are the main battlefields of domestic brands such as Anta, PEAK, XTEP and so on. They are the foundation for the growth of these brands. When we feel that the trend of international brands is sinking, domestic brands will inevitably compete against them in terms of price and marketing.

In addition, with the two or three line market firmly foothold, now Anta, PEAK and other enterprises to attack the international brand hinterland intention is also very obvious.

In this case, how will Nike's old rival Adidas take the opportunity to deal with it? How can Nike defend itself when preparing for attack? In fact, this is not only a question for Nike to think about. "How will the two major camps of international brands and domestic brands in the future become handover and competition in the two major markets?"