Jinjiang Small And Medium Sports Brands Strive To Develop The Three Or Four Line Market

A few days ago, the two generation of star shoes, a star product, was officially launched.

In addition to the release of the new product, another action of the wild industry is more concerned by the industry. This year, the wild technology will radiate the ventilation technology to the whole line of products, and promote the development of the three or four line market with a series of breathable products as a selling point.

This is the real intention of the wild force to release new products.

Another member of the Jinjiang legion, YAO Yao, also put forward a brand strategy analysis meeting recently, which will further consolidate the three or four line market share and prepare for the sinking channel.

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It is gratifying to note that in this battle to sink the channel, Jinjiang's small and medium-sized sports brands have a clear channel strategy as well as a matching product strategy.

In other words, what kind of stores should sell, and Jinjiang's growing sports brands already have a good idea.

Jinjiang sunshine road is a sports brand concentrated business district, to a certain extent, all sports brand "wind and grass" you can see from this only hundreds of meters long road.

Shortly after the Spring Festival, three small and medium-sized sports brands closed their stores in sunshine road.

Correspondingly, these brands have launched a spectacular "enclosure" campaign in the blind areas of traditional channels such as Nanan and Anxi. One after another franchised stores have opened up in these villages and towns, and the more practical channel strategies for small and medium-sized sports brands have been quietly implemented at home.

Take Jinjiang as an example, sunshine road and Tangnan Street belong to the two class market.

In this kind of business circle, everyone's life is not comfortable: expensive terminal costs and hard profits are all the burden on the shoulders of growth brands.

The marketing director of wild power (China) Co., Ltd. is laughing at a lot of difficulties. "Under all kinds of pressures, let these growth sports brands open in many two or three line business circles in China?"

In these small and medium-sized sports brands, the domestic first and second line sports brands have built solid channel barriers in some two or three line markets in China after years of painstaking efforts. In addition, Nike and Adidas have stepped into China's second and three lines. It is foreseeable that in this market, a fierce competition for channel and product price war is bound to be staged.

In this war without smoke, the survival space of small and medium-sized sports brands has almost been buried. If we continue to stay in this market, the final result may be just a victim of war.

"Since survival is the absolute principle, we need not stick to the core business circle of these two tier markets."

A straight forward, the wild will continue to take the second tier city as the commanding point, and create regional brand influence. At the same time, the wild force also needs to penetrate the channel branch into the county level market and even the township market. Through the two generation listing of the breathable shoes, the market will bring more three or four line sales.

For wild power and YAO Yao, the three tier market is not only a paradise for earning profits, but also a fertile soil for cultivating brands.

"Who opens the shop early, opens the shop area to be big, opens the shop the location to be good, who has the opportunity to become the local consumer's mind brand, even becomes the first brand, the first choice brand."

Fujian Kai fan sporting goods Co., Ltd. deputy general manager Zhao Tao so defined.

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Matching products with channels

The three or four line market has become an undisputed fact that the channel strategy direction for small and medium sized sports brands has been optimized.

However, because most of the three or four line markets are located in towns and townships, the consumption concept of local consumers is obviously out of line with the consumers of traditional cities and county-level cities.

Under this premise, how should Jinjiang's small and medium-sized brands adjust their product strategy?

In this regard, many people have turned their attention to the "dual product" strategy.

Along with the overall market sinking, YAO Yao has adjusted the proportion of products in a big way. "We take those tidal spots as an image, accounting for about 20% of the total product structure, which is mainly used for the display of brand image in the two or three line market terminal. At the same time, considering that these Township markets are not so sensitive to the fashion trend, even after the fashion of the city, they can still move after a year. Therefore, in the product design, we will compare the moderation of the marketable amount, which should be more marketable in these places."

Zhao Tao said.

And the wild force has orchestrated the strategy of "two products and two channels".

It is understood that as a generation of breathable shoes has achieved good sales performance, the wild power will be listed on the two generation of breathable shoes this year. On the one hand, the main products are visual and breathable products, and the market will be permeated by the mall mode. On the other hand, with the brand influence of the breathable shoes, the three or four line market will be grabbed quickly. The channel mode will mainly use its own monopoly or comprehensive store form.

"Last year, wild star sports shoes sold well. With the help of this selling point, we hope to bring more sales.

However, because the development cost of the shoe is higher and the price is slightly higher, it may not be sold in the three or four line market.

In order to solve this problem, we are going to adopt two products and two channels to develop a series of breathable series suitable for the three or four line market, and the channel for ventilating shoes is still dominated by the second tier market.

Zheng said that the "anti counterfeiting activities of breathable shoes", which will soon be launched across the country, will lay the foundation for brand influence.