Terminal Sales Are Very Hot.

Like the recent hot weather, the terminal sales performance of the street equipment in Bu Zhi Ba is also unusually hot. The reporter learned from the first brand of the Chinese street style movement, bu Zhi BA (China) operation center, that the sales in Guangdong, Sichuan, Shaanxi, Shandong and other key regional markets were very good. Each activity not only attracted thousands of people's traffic, but also set a record of selling tens of thousands of stores per day.

"The effect of doing activities is very hot. The staff are almost too busy to even have time to eat. " Mr. Huang, a distributor from Zhuhai, Guangdong, told reporters excitedly that since the upgrading of the store's image in March, the local consumers have been very popular. This summer promotion campaign is even more popular. "At the same time, our products are constantly enriched, and the products are fashionable street style, which is loved by young consumers. Compared to the Anta and Lining across the street, they are unique. Mr Huang said.

Street style equipment market is vast

It is reported that after China's sporting goods marketing has entered the post Olympic era, many shoe companies have devoted themselves to the exploration of brand personalization and product differentiation. This kind of industry trend of deepening market segmentation has spawned a new style of Chinese shoe industry, the street sports brand. Footwear companies in Quanzhou play a leading role in this wave. Some shoe companies have introduced American street culture early, while others sponsor activities that are rich in street culture. Some enterprises even advocate their brand positioning as street sports.

Reporters found that since last year, Anta, XTEP, seven wolves and other brand stores, the proportion of shoes and clothing with street style gradually increased. In addition, a series of promotional activities related to street sports have won the favor of many shoe enterprises, such as 361 degrees holding street style "entertainment basketball" activities, XTEP sponsorship of the "national extreme elite competition", and the "banner of Street Culture Movement" banner, stepping into the field of "street head sports equipment" and so on.

"Nowadays, street culture influences the younger generation of fashion, and it also affects the marketing tentacles of China's local sports shoes and clothing brands. The gap between the domestic sports brand front line camp and the two or three line camp is constantly widening, and the shoe enterprises are bound to split into two camps of brand management enterprises and focused production enterprises. Zhang Ming, the brand manager of China's operations center, said.

Terminal store refurbishment, brand image upgrading

With strategic height, the upgrading and improvement of terminal network has become a top priority for pace. Zhang Ming said that since March this year, the company will refurbish and upgrade all the stores and shopping malls throughout the country. All stores will adopt a completely new design style. The new store will be more fashionable and fashionable. It will highlight the brand image and the positioning of the street head mobile equipment.

"New stores are more spacious and comfortable. When consumers come to stores, they can not only buy their favorite fashion products, but also experience a fashionable culture and flavor with street culture." Zhang Ming told reporters that through nearly half a year's market research, they fully take into account the preferences and perceptions of young consumers, and finally form the brand new store image.

On the one hand, it is upgrading the store, while intensifying the opening of new stores. In order to seize the market share as soon as possible, step by step has been arranged in the whole country, and constantly improving the terminal network structure. At present, there are nearly 1000 stores in the country, distributing in 30 provinces and cities nationwide, and have already formed the terminal network of step by step. At the same time, we are going to further sink the exclusive stores, seize the three or four tier cities in China, and step up the consumer base. Zhang Ming said.

Stepping up to strengthen the concept of street brand

In fact, in the field of professional sports, Anta, 361 degree, PEAK and other brands have been cultivated for many years, and have made great achievements. In the field of fashion sports and leisure sports, many followers have already been crowded. In these mature fields, the expansion cost is higher and higher, and excellent sports resources have been basically monopolized. Zhang Ming believes that for many small and medium-sized enterprises, if we want to break through in a competitive market, we need to find another way to find new breakthroughs in the market.

"At present, street sports are being pursued by a large number of young people, and the market potential is huge in the future. The most important thing is that there is no leading brand in street sports market at present, and it can enter at a lower cost and occupy certain inherent advantages. Zhang Ming said. It is understood that in view of the market space triggered by the new fashion, step by step has transformed the original "fashion movement" into a "street style movement" since last year, and put forward the brand strategy of "the first brand of Chinese street style sports".

On the way of communication, in April this year, step by step launched the nationwide step by step strategy of "step by step" in the whole country, step by step the Chinese street wear competition and the southeast satellite TV "step by step show" star SHOW, through a wide range of appeal to attract young and fashionable friends to participate in the competition, show themselves, so that the majority of young friends fully feel the product connotation of street and enjoy the charm of street culture. The industry believes that this is not only a symbol of the street style image of the brand, but also the inheritance and development of the street culture.