Foreign Brands Want To Eat &Nbsp; Domestic Sports Brands Are Facing New Challenges.

Reporter: we found several well-known foreign countries. brand They are introducing some relatively inexpensive subsidiary brands, such as Nike Announced earlier this year. Some analysts point out that the impact of China's own brand is also due to the fact that more and more Chinese are getting rich and want to enter the two or three line cities and make special adjustments. What do you think is the reason? Is there any obvious trend in the end of high-end brands? Are there any other examples?

A: earlier, I accepted the first financial daily, China business newspaper and other media interviews. I personally believe that Nike's main brand will not launch cheap products, but its UMBRO and CONVERSE two brands can launch some sports products suitable for the mainstream consumers of the two or three tier cities. Adidas's Reebok brand will also introduce products that are more suitable for the two or three tier cities in China. These strategies help to improve the price coverage of their products, and grab the low end with domestic brands. market 。 However, domestic brands seek to enter the high-end sporting goods market by purchasing or renting subsidiary brands (Anta's acquisition of Feil, Lining rents), and are keen to share the high-end market cake with foreign brands. That is to say, the high-end is saturated with the middle and low end, while the middle and low end is the high-end counterattack.

Interviewer: do you think Nike and Adi are likely to succeed in the two or three tier cities? How many of them are in the two or three tier cities now? How big is the market share?

A: at present, Nike and Adidas have exclusive stores in the two or three tier cities themselves, but their sales contribution is relatively low, accounting for about 2~3 or less of the total sales. The two or three tier city is the strategic base and the main source of income of the domestic brand. In the two or three line cities, the Nike Adidas are inferior to the domestic brands in the channel layout, product positioning and management. If we want to succeed in the two or three line cities, we need to pay more attention to the price ratio of products, the flattening of the channels and the intensity of terminal control.

Reporter: will the low end trend of these brands affect China's own brand?

A: some time ago, the news of Nike's introduction of cheap shoes directly affected the share price of the domestic sporting goods brand listed in Hong Kong, and the impact was obvious. However, the low end of high-end brands is also a big test for themselves. How to reduce prices without affecting the profit margins of brands and distributors? How do they not affect brand reputation? These are the problems that they have to face. Domestic brands need to improve the technology and innovation of products, while giving full play to their channel advantages in the two or three tier cities, making foreign brands low-end into manufacturing difficulties. They also need to strive to build brand reputation and face challenges.

Reporter: is the price gap between the international famous brand and our own brand getting smaller and smaller this year?

A: the price gap is basically maintained at the previous distance. On the surface, the high-end products of domestic brands are similar to those of foreign brands. Foreign brands launch low-end products close to domestic brands, but the average selling price gap is still maintained, that is to say, the high-end consumer groups of domestic brands need to focus on nurturing.

Reporter: what is the current situation and dilemma of the development of our own brand?

A: domestic brands first build brands through marketing, and then vigorously develop the market. This makes domestic brands grow rapidly, but the brand culture of domestic brands is not thick enough, and needs to be slow and hot. This is also the main reason why brands are big but not strong. In addition, the innovation ability of domestic brands in product design needs to be strengthened, and the styles of brands are identical. Of course, marketing means need to be innovating. Once the traditional channels such as sponsorship and TV station naming are applied to these scarce resources, the marketing cost is bound to rise steadily, so we may try some new marketing methods. In addition, some brand marketing strategies are too eager for quick success and instant benefit, which will trigger the price war in the whole industry and bring the whole industry into a vicious development period. In addition, consumers of sporting goods are young people who love sports. They are also the main consumer groups of casual wear. In recent years, the development of casual wear brands has been very strong. Some casual wear brands have also launched products similar to sporting goods brands. How to guide and attract these young people to consume more sports shoes and clothing products is a problem that the whole industry needs to ponder, and is also a problem that domestic brands need to think about.