Sports Brand Reignition

In Taobao's 2009 paction volume of 208 billion 300 million yuan,

In August 15th, Taobao official Adidas flagship store, which was trial run, issued an urgent announcement: due to the high enthusiasm of the sales promotion activities, some of the stores broke off or out of stock. Adidas has already made urgent allocation of these commodities. It is expected that some commodities will be re loaded after replenishment in August 16th.

On the day of August 16th, Adidas and Taobao jointly announced that the two sides reached a strategic cooperation. Adidas Taobao store officially opened the official flagship store (http://adidas.taobao.com/) on the same day.

You know, crazy August 15th is just the first day of Adidas Taobao mall flagship store trial operation.

In from August 15th to 17th, Adidas Taobao mall flagship store held a promotional event at the shoe hall, which exploded the passion of online shopping consumers.

Especially noteworthy is that the activities include hundreds of new products this season.

Adidas plans to sell its full line products in China to Taobao mall flagship store in the coming months.

This is obviously not an ordinary brand entry into Taobao's business cooperation.

It seems that Adidas has taken an important step in the past with Nike's heavy force and many domestic brands.

From the enthusiastic feedback from consumers, this move is quite beautiful.

Adidas fight back online

In fact, in the Chinese market, Adidas was surpassed by Lining last year.

Data show that in 2009, Adidas's business in China declined sharply, and its sales volume was about 7 billion yuan, while Lining earned 8 billion 387 million yuan in China's sports brand sales position of second of its income.

Analysts believe that the rise of domestic brands such as Lining and Anta shows that the strategy of taking the two or three line cities "encircling the cities in rural areas" in advance has worked.

In 2010, Lining's offensive didn't go down. Instead, he changed LOGO to take the international route and played the slogan of "post-90s Lining". In the first tier cities, he avoided the 70 and post-80s groups who had special emotional recognition for Nike and Adidas, and fought for the new generation market.

Against this background, 2010 became a key year for Adidas in the Chinese market.

To achieve the overturn or to further widen the gap, to some extent, determines the future of Adidas in the Chinese market, the most important and potential market.

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How to maintain the market advantages of the first tier cities at the same time, in Lining, Anta and other advantages of the two or three line market share a piece of cake, become a problem in front of Adidas.

And Internet channels may be a new breakthrough for Adidas.

After rapid development in recent years, online shopping is accelerating from the first tier cities to the two or three tier cities, which coincides with Adidas's demand.

In May, Taobao released the 2009-2010 China online shopping hot city report, which shows that the top 10 cities with the fastest growth in online shopping consumption are the two or three cities in the Midwest.

Through the joint efforts of Taobao mall from the network channel, Adidas can extend the channel to the place where all China's logistics can reach at the lowest cost and the fastest speed without worrying about the "hand to hand war" which has no advantage in the two or three line cities such as Lining and Anta.

At the same time, Taobao's users are mainly young people. This enables Adidas to consolidate its mainstream consumer groups and effectively respond to Lining's strategy of brand positioning and juvenation, and its influence in the post 70 and post-80s groups will naturally shift through the online shopping platform.

Many professionals are optimistic about the prospects of Adidas's entry into online shopping, and its brand advantage will become a powerful weapon for its online attack.

The data provided by Taobao data platform show that in 1-7 months of this year, sales data of Adidas and Lining on Taobao platform were almost flat.

This is the result that Adidas did not exert its strength in the field of online shopping, only by virtue of its brand strength and appeal.

Nike wants to wage a price war?

Like Adidas, Lining's fury makes Nike unable to sleep.

In fact, according to the sales data in 2009, the difference between the three companies of Nike, Lining and Adidas is not large.

Unlike Adidas's strategy, Nike rarely resorted to price cuts.

According to reports, in Nike's 2010 fiscal year conference call, Nike brand President Charlie Denson said Nike will launch NIKE series of different low price products, so as to enter China's two or three tier cities.

This has created a certain pressure on Lining and other domestic brands that are concentrating on the two or three tier cities, but the price of this powerful weapon has been widely questioned in Nike.

Since China's reform and opening up, Nike and Adidas have established high-end sports brand images in China through NBA, world cup and other competitions, so that they occupy a considerable advantage in competition.

But this advantage is not unbreakable in the two or three tier cities, especially in the new generation.

Whether the price of Nike can grab the market of Lining and Anta in the two or three tier cities is still unknown. If it is not good, it will lose the wife and fold the army. The price will bring the high-end image of the brand to sink, and it will lose some of the first tier cities fans, but it will give other brands an excellent opportunity.

In fact, at the same time when Nike talked about the price reduction, Lining had already acted against it and launched the action of raising the price.

It has been reported that in the fourth quarter of this year, the average unit price of Lining's shoes increased by 7%, and clothing rose by more than 10%.

Analysts said that this is a change in the Li Ning Co's awareness of the increase in the proportion of high-end products.

There is also the problem of channels.

Some domestic brand dealers said, "at present, the profit margins of agents such as Anta and Lining are generally about 5 percentage points higher than that of agent Nike.

For most of the small and medium-sized dealers in the two or three tier cities, the same investment, they prefer to represent a more profitable domestic brand.

And Nike's current distributor, such as BELLE, does not necessarily have the experience and strength to penetrate into the two or three tier market.

Insiders said that although the development of two or three line channels has become a pressing matter of urgency, but based on Nike's current channel characteristics and brand image, simply reducing prices or risk is too great. It is definitely an overly radical solution. Nike has not yet made any substantive moves after its release.

For Nike, how to strike a balance between price reduction and brand positioning, and at the same time, we need to think more about how to control sales channels step by step.

Lining: no online shopping, not mainstream

The rush response of Nike and Adidas shows Lining's calm and calm.

Through a series of actions, Lining's brand development strategy is gradually emerging, and the pace of expanding the first tier cities and internationalization has been arranged in an orderly way.

In addition to the proven strategy of "rural encircling the city", Lining also saw the prospect of electronic commerce earlier than Nike and Adidas.

Online shopping is becoming one of the mainstream consumption channels. At present, only Taobao has more than 200 million registered users.

In 2007, Taobao's annual online shopping volume was less than 50 billion yuan. By 2009, this figure quadrupled to 208 billion 300 million yuan.

Clothing has become the most popular product on the Internet, accounting for about 1/4 of all online shopping, while sneakers and sportswear are among the most popular clothing categories.

As early as April 2008, when the financial turmoil swept the global economy, Lining saw the opportunity to set up the Ministry of electronic commerce, officially launched the flagship store and direct brand discount store on Taobao, and established a huge online marketing system through the incorporation of existing online stores and differentiated location of different online stores.

The data provided by Taobao data platform show that in 2009, only Taobao mall, Lining commodity trading volume of more than 50 million yuan.

Shen Yongfang, Secretary General of Shenzhen garment industry association, said that the greatest value of the Internet is reflected in the rapid promotion of logistics, information flow, capital flow and quality. Therefore, e-commerce will bring about changes in the development mode and trend of garment industry, the management and management capacity of garment industry and the improvement of international competitiveness.

Many cases have proved that the benefits of e-commerce to the development of enterprises can not be compared with traditional models. With the development of the times, the development of e-commerce will be more and more extensive.

Because for consumers, especially for young people, online shopping is not only a new shopping channel, but also an important platform for receiving information. It is a way of life.