The "Three Kingdoms" Pattern Of Sports Shoes Is Coming To An End.

Since Lining's revenue exceeded Adidas's Greater China in 2009, the stereotypical structure of the Three Kingdoms in China's sports market began to quietly rewrite. ADI dropped to third. The position of Lining's second wife was more and more stable, and the pressure of boss Nike became bigger and bigger.

After the third strong, Jinjiang, XTEP, PEAK and other aggressive military pursuit of Jinjiang.

It is also from the beginning of 2009 that "super ah rush resistance" has become a real target of many domestic brands.

After finishing the necessary accumulation and accumulation such as listing financing, star propaganda, and many years of stealing teachers and learning skills, they finally found that Nike and Adi, who had been in high office, might one day restore their original identities.

The movement of the Three Kingdoms will eventually be rewritten.

But what should we do to make the consumers in front of you choose you?

Waiting for Godot

Catching up with the dream of Nike is closer to reality than ever before.

But after the dream, the rules of the game may never return to the past.

In September 10th, on the big screen, a men's Basketball World Championships ended in the early morning. Lithuania to Argentina, 104 to 85, and Lithuania, dressed in Nike, won Lining's Argentina.

This is Wangfujing street, the busiest pedestrian street in Beijing.

The most dominant and fiercely competitive business in the street is a variety of sporting goods stores, and almost every 3 stores sell sporting goods.

At the 810 meter long street, both the foreign guests from the South and the local fashionable men and women from the north are most interested in sports shoes, sportswear and sporting goods.

This is also the favorite place for sports fans Hongxin.

Every few days, the 24 year old boy from Beijing is about to turn around here.

During the world championships, Nike's national football team No. 11 Yi Jianlian's jersey shoes were placed in the Nike store. In Spain, Argentina's jersey shoes were placed in the Lining store, and even 361 degrees away from the world championships. The store also posted five large posters of the Asian Games.

However, more people turned a blind eye and went straight to the door with the "full 50 percent off" Kappa.

If combined with data, all of this will become more interesting.

According to the annual reports of the companies in 2009, Nike's mainland China's revenue is about 8 billion to 9 billion yuan, Adidas's about 7 billion 300 million yuan, while Lining has reached 8 billion 387 million yuan, surpassing Adidas and possibly even surpassing Nike, while Anta, PEAK and 361 degree growth also threaten the two foreign brands day by day.

The latest semi annual data show that in the first half of this year, Lining's total revenue was 4 billion 505 million yuan, which again surpassed the 3 billion 460 million yuan in Adidas's Greater China region.

Another phenomenon is worth pondering. In the first half of the year, Lining's growth rate was the slowest of domestic brands, while the Greater China region was the only area where Adidas's global income declined.

If Lining surpasses Nike, it will be Lining's first return to the Chinese market since 2003.

Hong Xin is interested in whether there will be a more Lining like Nike in the market or a Nike more like Lining.

"Chinese brands have everything, that is, they always owe a bit of luck."

After watching Lithuania's match against Argentina, facing the score of 104 to 85, Hongxin complained.

Hong Xin is a typical "85 after" boy in Beijing. He likes anime, digital and mobile dolls. They are professional players, but his favorite things are sports shoes.

After graduating from college this year, he was at home, SOHO, a sports shoe community website to pay him, asked him to be a forum administrator.

He is also the moderator of sina's "I'm crazy for shoes" forum. In addition, as a Jordan fan, he and a few friends also made a Nike's Jordan shoes "Air-Jordan" series lovers website, "Joe said."

In his circle, young people are mostly fans of some sporting goods category.

To a certain extent, they are also the groups that most brands want to compete by signing stars: the "opinion leaders" of the first tier cities.

Some of them like sportswear, some like fashion sports, others like badminton series, some like basketball series, and then subdivide, others like board shoes, others like sports shoes.

But without exception, the main reason they consume those sports equipment is that they have "stories".

Since buying CONVERSE's endorsement CONVERSE shoes 10 years ago, Hong Xin has become a standard Sneaker.

The favorite Jordan series is too expensive to go back and choose Kobe.

Kobe first endorsed the Adidas EQT "Tian Fu series", and later, Kobe signed Nike, Hongxin shoes at the foot of the Xin, also became Nike.

The reasons for choosing a pair of shoes are not necessarily celebrity endorsements.

When Lining launched the "TOPGUN" series, Hongxin was captured by the "hybrid frog" who raised the hand in the classroom and cheering on the side of the competition. The first pair of Lining was "very fresh, and domestic shoes began to tell stories". Later, he continued to "lose" 10 pairs of Lining shoes, which is a force that can not be ignored in all his more than 40 collections.

Hong Xin also began to become a real Sneaker. "What attracts me is not just the brand of basketball shoes, but the technological content, design and the story behind them."

But that does not mean that he is the "fake fan" who only recognizes the brand.

A few days ago, a post-90's cousin asked him to help pick up his shoes and said, "as long as ADI Nike", he was despised for a long time.

"I want to beat him. Why do I despise the domestic brand? He does not consider quality, nor does he consider the star, that is to show off his wealth, and he can't wait to print the price on each pair of shoes.

If a pair of Chinese shoes has enough technological content and a favorite star endorsement, there is no reason not to choose it.

But feelings go to sentiment, Reebok signed the new NBA champion, Lining, who signed the top spot Turner, and hung Xin wanted to think about it. He still chose to wear Reebok, or "more like Walter".

So far, what he likes most is Nike's Jordan series. There are also some "story" Nike, Adidas and Lining.

None of Anta, XTEP, 361 degrees and so on, but "are watching, they will also embark on the road of Lining", as for others, "has not yet walked to imitate Lining this step", completely does not consider.

Standing in the perspective of a sports forum manager, Hongxin feels that Lining is suffering from "late debut" than Nike. "Nike has the advantage of first out, and it is hard for domestic brands to break its previous layout."

Jordan took up a head, and Kobe took up one. After that, Nike and James. "

Hongxin feels that Lining's luck in signing a star is indeed a bit backward. "The sign is a real star of hope, but after signing it, it is not a state of depression, it is an injury.

Hashim Thabit and Byron Davis are the same, pole vaulting Isinbayeva, Ljubicic of tennis.

I'm afraid that Turner has fallen into this strange circle this year and has been discarded. "

In this world championships, Hongxin originally had great hopes.

Old strong teams Spain and Argentina wear Lining, Australia, New Zealand, Serbia, Iran, Lebanon and Ivory Coast wear PEAK.

The two plus, the Chinese brand team accounted for 1/3 of the 24 teams.

It turned out to be a big surprise.

Scola, a Argentina scoring champion endorsing Anta, was almost invincible before, but lost to Lithuania in the game.

In the following competitions, except for Serbia's fourth place, other teams wearing Chinese brands were wiped out.

The champion is the American team wearing Nike, and the runner up is the Turkey team wearing Adidas.

"It's like a curse."

Hong Xin said.

However, the power ratio is changing quietly.

Beginning in the early April 2010 Chengdu Lushan Golf open competition, the media accidentally noticed that the first Chinese golfer Zhang Lianwei, who won the European Tour Championship, wore Lining for the first time in 5 years after endorsing Nike's "Tour" series.

"This is not our main direction. It's Mr. Lining's personal relationship."

Lining chief market official Shi Wei told the Nandu weekly.

It is easy to recall the reports that Lining suddenly fell in love with golf six months ago. But the anonymous analyst thinks that golf is about to return to the Olympic Games in 2012. This is actually Lining's foreshadowing for the post Olympic era.

{page_break}

In terms of NBA, Chinese brands are still making great strides.

In August, with the help of Falck, who once created Jordan Empire, Lining signed Lining, the No. 2 rookie of the year.

This is the first time that Chinese brands have been seized by Nike and Adidas in the monopoly of NBA's high ranking rookie.

Prior to that, Anta signed a Celtic star Kevin Garnett who had spoken for Adidas at a high price. In September 10th, PEAK also announced the signing of Paterson, the Rockets rookie, so that its NBA player reached 12.

"Qualitative change" is also quietly occurring.

At the beginning of September, Lining Brothers Holdings's energy saving will buy up about 325 million shares of Lining shares which were originally scattered in three investment companies, and renamed the "extraordinary China" after the acquisition. They will manage Lining's sports star signing and sponsorship business, and get the contract of some national badminton teams, Diving Teams and gymnastics teams. At the same time, consider listing on the motherboard at the right time.

Prior to that, in June 2009, Anta had already replaced Adidas as the "2009-2012 year Olympic sports apparel partner of the Chinese Olympic Committee". It will provide champion equipment for Chinese delegations in 11 major competitions such as the 2010 Winter Olympic Games, Asian Games and 2012 London Olympic Games.

"Curse" seems to be coming to an end.

Zhai Tianxia felt that the killer of local brands lies in localization.

At the age of 38, she is in charge of China basketball CBA League and customer service of sponsor of the national team in Ying Fang sports, which has witnessed the growth of Chinese sports brands in sponsoring international events.

"When domestic brands first started sponsoring competitions, they did not understand too many links.

But international brands are different, and the way to find their rights and interests is unique.

For example, domestic brands feel that there is no place to advertise. People will put it up at a glance. I want to advertise on dust mats and time clocks.

But after this year's CBA all star game, Zhai Tianxia felt that there was no difference in the operation of domestic brands in big events. "All butt joints are very professional, unable to distinguish between home and abroad". Even in unexpected situations, they are even more mobile than foreign brands. "Their process can not be changed easily, and a decision procedure is coming back from home to abroad. The cost of time is very high."

But Liu Lide, 30, still believes that it is not easy to really surpass Nike.

He did not feel the success of Nike at all.

"It has been innovating for young people, and has been ahead of schedule.

When you look at the world cup, in addition to Nike, which one throws video ads on Facebook?

Liu Lide's current identity is the founder of shoe purchase network.

8 years ago, when Nike was named sina sports, as Sina's staff, he was directly butted with Nike. "For a long time, the pace of Nike is faster than other brands."

Since then, Anta has been named Sohu in 2003, Lining has been named NetEase in 2005, and Sohu has been working with Adidas again in 2006, and the cooperation between 361 and Tencent has already been in 2007.

Sina's "I'm crazy about shoes" forum is a typical example.

For a long time, this is the only professional sports shoe forum in China, and the shoes discussed here are only Nike.

Liu Lide said that it was not until 2007 that some people began to discuss Lining's "001" series in the forum. After 2008, Anta and PEAK began to appear.

The same is true for signing stars and teams.

It is not accidental for Chinese basketball team to wear Nike.

Even in the global market competition with Adidas, Germany is wearing Nike in this world championships.

"The United States is the largest sports market in the world.

In North America, they have invested and searched for potential spokesmen from secondary schools and University leagues. Even if they are rich, Chinese enterprises can not achieve this advantage, which can hardly be reversed by their own efforts.

Liu Lide said.

These are not the problems that Hongxin should consider.

He firmly believed that even if Nike lowered its price, it would be a tactic rather than a strategy. What left to Lining was not just a simple opportunity.

"Like a shoe I care about, the US market price has always been 120 dollars, but the price in China, from 1180 yuan to 1490 yuan, seems to have been touching the highest point of price tolerance.

So long as it still exists, even if the terminal price cuts, it is still meaningless.

But if Lining one day made the same price shoes to compete, or even defeated Nike, Hongxin also felt that this is still the psychological yield of young people showing off their wealth to foreign brands. He felt that his current mood was somewhat like "waiting for Godot" and could never return to the past.

Lining changed his bid, while Lining himself was in the CCTV dialogue, but hung Xin was also at the scene, but he never had the chance to ask the above question. Now, he hopes Lining can give him an answer that satisfies him.