Sports Shoes Enterprises Strengthen Overseas Channel Expansion &Nbsp, Highlight The Opportunity.

December 7th hearing

At the same time, domestic

Whether financing or Asian Games marketing opportunities, the upcoming expansion of overseas channels means that the domestic brands enter the fast track of the brand internationalization process? For such a problem, different people have different views.

However, the industry already has a consensus that the process of brand internationalization and channel strategy need to be divided into two parts. After all, brand internationalization still needs a long effort.

Opportunities for expansion of overseas channels are highlighted.

Through the intensive exposure of the Asian Games in the past, let the overseas strategy of domestic brands such as 361 degrees and PEAK gradually emerge, and 361 degree attempts to equip Asian nine countries to let their brand spirit ancestors enter the local market step by step, first expand their brand influence, and then expand the market channel layout.

More information revealed that once the overseas expansion is smooth, 361 degrees will choose Indonesia and Malaysia as bridgeheads.

PEAK announced in a high-profile manner that the "western region strategy" is the most direct goal of PEAK in the Asian Games, that is, to consolidate the Middle East market and expand western Asia and Central Asia.

The Asian Games have just become an excellent carrier for brand expansion overseas. The Asian Games, which let 361 degree "more love" enter all over Asia, at least Asians know who is 361 degrees? Zhao Feng, director of sports market center of 361 degree (China) Limited, told reporters that the expansion of overseas channels must be based on brand strategy.

"361 degree" as a senior partner of the Asian Games, through the dissemination of live and TV pictures, won the fame of the whole Asia for the brand, and also promoted the development process of the brand overseas market.

"As the south of the Yangtze River will enter the Taiwan catering market, the love affair between the South Korean male chore and the star's big family has become a household word for Taiwan. This way, at least Taiwan local consumers have some understanding of South Beauty, so the channel implantation has laid the market foundation for this."

Zhao Feng said.

Although no specific overseas strategy has been announced yet, it is undeniable that the Asian Games will become a springboard for the 361 degree expansion abroad.

This coincides with PEAK's western region layout. On the map, PEAK, the six countries sponsored by the Asian Games, Iraq, Lebanon, Tajikistan, Palestine, Iran and Kyrgyzstan, can see that the six countries come from the central and Middle East and other western regions.

It is understood that there are many PEAK stores in the Middle East, and PEAK is expanding its agents in the Middle East and West Asia.

Xu Jingnan, chairman of PEAK sports, said: "through the sponsorship of international sports events, especially the marketing principles of the recent Asian Games, the overseas visibility of PEAK brand has been established, which has publicity effect on potential consumers, and can also stimulate local dealers' confidence in the brand."

Asian expansion first station

All along, access is the focus of domestic brands such as Quanzhou shoes and clothing to expand the market. Overseas channel expansion has become the first step in the strategy of brand internationalization, and the layout of Asian overseas channels has become the first destination of brand internationalization.

The reason is very simple. Jinjiang is a famous hometown of overseas Chinese, with about 2000000 of the overseas Chinese living in the world, and the largest number of them are Southeast Asian countries.

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The economic development in Southeast Asia is also very fast, and the market prospect is very good.

For the internationalization of Jinjiang brand, the vast majority of overseas Chinese are a personal resource and market group.

With the influence of overseas Chinese in the local market, Jinjiang brand can quickly open up the market.

Zhao Feng said that at present, the development of domestic brands in Asia can consider "ship out to sea". Choosing the cooperation with the largest retailers in the region is a good springboard for Jinjiang brand to go out, and can quickly open the distribution network.

"The marketing strategy of each Asian Games has laid a good mass foundation for its overseas channel expansion, but it can still use the market strategy ingeniously to quickly open the overseas market.

Through cooperation with local distributors, we can quickly understand the consumption habits of local market, and design and develop products for different groups of people, so as to gradually improve the operation mode of brand internationalization.

In fact, XTEP has recently gone to Taiwan to raise funds. Insiders believe that the intention behind it is to attract more investors from overseas and Taiwan by issuing TDR, and develop Taiwan's market business, marketing and sales more rapidly. This is a kind of capital financing.

In June this year, XTEP opened its first branch in Taiwan in Taipei.

Zhuang Zhaohui, the overseas business division of XTEP (China) Limited, has said that in the light of the Taiwan market, XTEP will adopt the regional agent distribution mode and take the middle end price route.

In the first year, 8~10 stores will be opened in Taiwan. The turnover is estimated at 3 million yuan, and the final plan is to open 300 stores in Taiwan.

With the backing of capital, it is certain that the overseas expansion of Taiwan's Southeast Asian channel will not be too far away.

Brands and business models need to go ahead.

XTEP makes the Taiwan market, PEAK in the Middle East horse race enclosure, 361 degrees or will start from nine Asian countries...

But this is just a brand channel internationalization strategy. After all, a brand internationalization and channel strategy still need to be treated in two ways.

"Because a brand internationalization is not only a channel internationalization, but also a lot of aspects: internationalization of capital operation, internationalization of talents, internationalization of production OEM system and so on."

Zhao Feng said, "strictly speaking, no brand in Asia can be called an international brand, but everyone is actively working towards the goal of internationalization.

The 361 degree (Asia) design and Research Center was officially launched and located in Baiyun District, Guangzhou.

The intention is also to make use of this platform to integrate production processes and team members such as design, development, sample preparation, and so on, to contribute to the Asian market. This is also a manifestation of the process of brand internationalization.

Hu Baoming, a well-known planning expert, suggests that brand internationalization is a long process and requires long-term investment. Entrepreneurs must be well prepared.

In the face of ever-changing international situation, enterprises should explore an international mode of operation in terms of talent, management and design.

HUAWEI went out of the country five or six years ago. They did a lot of research before they went to the world, and made clear the layout of the IT industry in the world. The practice of HUAWEI is worth learning by Jinjiang enterprises.

In addition, as an international company, its business model should be duplicated, just like WAL-MART and KFC.

Jinjiang brand needs to learn to build an international business mode, for example, Anta's refining the brand spirit of "never stop" is the expression.

Because sports spirit is interconnected all over the world, it can be accepted by consumers in any country in the world, so it can be duplicated.

Therefore, to open up overseas markets is not to bring domestic resources to the past, but to promote the use of brand and mature business models.