Adidas's Defeat In China And Its Inspiration To Domestic Enterprises

September 9th, first half of 2010, China

In fact, the problem of unbalance between brand and channel was mentioned by domestic shoe companies in 09 years.

As a newly rising brand of sporting goods industry, the seven wolf fashion movement took thousands of stores all over the country in five years and became a dark horse in the domestic sports brand.

As a sports brand later, the seven wolves fashion movement also hopes to actively graft the resources of department stores through the participation of exhibitions, and enrich the domestic sales outlets system.

Recently,

With the advent of the electronic age, Internet sales have become a new channel for shoe marketing. At present, many and intelligent owners of shoe enterprises are working hard to build an online marketing channel.

However, the online marketing of shoe companies also needs to be planned. Each shoe enterprise has different types of customers and expected activities, so the choice of network marketing may be quite different.

If there is no analysis, planning, strategy and blind marketing, the result will not be worth the candle.

Internet marketing is the root of towering trees for shoe companies. The more roots, the more stable the underground.

In fact, today's shoe industry network marketing platform has been flooded, the good and bad are uneven, shoe enterprises should consider targeted on their own customers' centralized platform, select the best, and fight for the first time, so as to truly achieve the purpose of building network marketing to occupy a larger market share.

Quanzhou shoe companies "move" overseas

After gaining a firm foothold in the domestic market, some of Quanzhou's sports brands have begun to reach overseas in recent years.

Quanzhou, Macao, Taiwan and Southeast Asian markets, which are not far off the geographical location, become the bridgeheads for overseas expansion of sports shoes brands.

Following the signing of the Premier League by XTEP, Ding Shuibo, President of XTEP International Holdings Limited, said that apart from the established domestic shop plan, the group will also open business at 100 overseas locations.

In June of 2010, XTEP (China) Co., Ltd. officially opened the store in downtown area of Wanhua District, Taipei. This indicates that the first independent sports brand store in mainland China settled in Taipei, and Quanzhou enterprises have taken an important step in expanding the Taiwan market.

Xu Jingnan, chairman of PEAK group, also said he would consider opening the PEAK store to Eastern Europe after the inspection in Eastern Europe.

"There is a gap between Eastern European market and Western European market because of the level of consumption, which is very suitable for domestic brands to infiltrate Europe."

Department stores to help shoe enterprises upgrade channels

Kangnai adheres to the strategy of "winning by quality". The enterprise has deep cooperation with the world authority shoe research organization SATRA, relying on the R & D team of multinational designers and the core technology of more than 10 leading industries, and has created several high-end shoes series, such as "high-end business shoes," "Goodyear shoes", "soft bottom Technology shoes" and so on.

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Up to now, Kangnai has entered more than 100 high-end shopping arcade, such as big business, Liqun, Hualian, Shenyang Zhongxing, Ji'nan Ginza, Yantai Zheng Hua and so on.

According to the head of Kangnai marketing company, Kangnai's sales performance in high-end shopping malls is 4 percentage points higher than that before the outbreak of the international financial crisis.

According to Adidas's HerbertHainer, because Adidas had high inventory problems in early 2009, the company used "extra means to digest inventory under low profit margins". In other words, when Adidas develops its own retail business in a more aggressive way, "channel rectification" is imperative.

Since the regional differences in the Chinese market are large and the dot com competition has not yet entered a stable period, if Adidas continues to promote its global heavy self retailing business, this may continue to affect its expansion in the Greater China region.

However, in the sports products industry that advocates "light asset operation" for a long time, Adidas's attempt to gradually control the terminal and let the company "reappear" deserves attention.