Front-Line Sports Brand Agents Invade Second Tier Sports Brand Territory

Frontline

Market competition is becoming more and more intense.

Front-line sports brands are no longer satisfied with sales in the mall, they have extended their tentacles to the second tier sports brand territory.

The first line sports brand expands the distribution channel to satisfy its own sales demand, but also gives a big share to its large agents.

Reporters visited yesterday found that in the past only in the mall set up a line of sports brand, have tentacles to small commodities, tail goods.

Big name patronage

Middle and low end market

Nike, Adidas and other sports heroes finally put down their positions.

Reporters visited yesterday found that in a large wholesale market located in Hepingli, Beijing, the sale of many well-known sports brand Zhisheng sports counters have quietly settled.

Reporters saw that the counter mainly sold clothing, shoes and bags and other commodities.

Because the core customers are the customers of the wholesale market, the counter sells the sports brand discount.

In fact, it has become a trend for famous sports brands to enter the small commodity market from large shopping malls.

Reporters recently visited that many large wholesale markets in the capital of the city have Adidas, Nike and other sports big picture.

This is just a microcosm of the deep distribution of sports brands in the Beijing market.

In Beijing's Big Bell Temple, Tian LAN goods, reporters also saw the figure of Adidas.

Reporters log on to the official website of Tian Lan's tail cargo and see that Adidas and Nike have become the signing brands of Tian Lan's tail cargo, and have entered many stores in Beijing market.

Because of low commodity prices, these big names have become popular brands in Tian Lan's tail cargo market.

In the view of the sports agents such as FA Ya sports, dynamic 96 and Beijing Yi Mei show, the sporting goods market has entered a stable period and has become saturated.

However, due to the continuous addition of fresh blood, this area has entered the deep distribution stage ahead of schedule.

Statistics show that the French sports, dynamic 96 and Beijing Yi Mei show are Beijing's large-scale sports brand agents.

Among them, FA Ya sports in Beijing, Shanxi and Inner Mongolia three places have more than 200 counters, annual sales performance of more than 600 million yuan; dynamic 96 is the main agent KAPPA brand; with Puma, CONVERSE and other brand agent Beijing one beauty show, is also an important force in Beijing sports agency market.

The diversity of sports goods distribution channels is not only reflected in traditional stores.

With the advantages of price and convenience, online shopping centers such as Le Tao and Taobao have also become an important position for many consumers to buy sporting goods.

Big agent

Rely on "eating small fish" to generate income

Sports major brands have expanded their sales channels and even dropped their positions into the three or four tier cities. They not only satisfy their pursuit of higher performance, but also allow large agents to cooperate with these brands to find new pocketbooks.

According to a person familiar with the sports agency market, at present, sports brands are constantly increasing distribution channels, which still need to rely on the strength of the large agents such as FA Ya sports.

However, most of the large agents are rooted in a large shopping mall in the second tier and more developed cities, and it is difficult to take account of the relatively low-end wholesale market and the three or four line market.

Because of the large number of small agents and the limited financial strength and quantity, brand operators can not cooperate directly with them.

The person familiar with the sports agency said that most of the shops in the small commodities, the tail market or the three or four tier cities were smaller "unknown" agents.

Most of these small agents get goods from large agents rather than brand dealers.

A person in charge of a large agent said that if the company purchased goods from 50 percent off brands such as Adidas and Nike, it would increase its price by about 5% and then sell it to a small agent.

And this part of the account has accounted for nearly 40% of the company's total revenue.

According to the insiders, Beijing held the 2008 Olympic Games, which allowed the sports brand market to enter the golden age. A lot of capital strength enterprises rushed into this field, resulting in a fierce competition for the second tier market and also becoming saturated.

In this case, which large agent can attract more "small fish", it will take the initiative in the future market competition.

Original channel hegemony

Usher in a strong enemy

In fact, the first tier brands such as Adidas and Nike enter the market of small commodities and tail goods, and even invade the three or four tier cities, which will make the market structure of the original sports consumer goods facing the shuffle.

The industry believes that although Lining, Anta, XTEP, 361 degrees, Hongxing Erke, Xi long, and PEAK and other well-known domestic brands, has been well-known in the first tier cities in China, but the main sales channels of these sports brands are still concentrated in small and medium-sized cities in China.

At present, many consumers in three or four line cities regard Anta and Hongxing Erke as the first choice for consumption.

A consumer from three tier cities said Anta and other domestic brands were popular in their cities and sold very well.

Business experts believe that, on the one hand, this is because many domestic sports brands already have a certain reputation; on the other hand, it is also because the international sports major has not yet penetrated into this part of the market.

With the increasing popularity of the sports brand market in the second tier cities, the international sports brand is becoming more and more important to the non second tier cities. With the invasion of the strong enemy, the market which has been dominated by famous domestic sports brands will also face fierce market competition.

Related news

Large agents change their leisure routes collectively

The competition between large sports agency groups may not only be limited to sports brand resources.

Recently, Xidan shopping malls (600723) its major sports agent Faye sports, has achieved the brand of outdoor leisure brand OZARK.

Not long ago, another big sports agent, BELLE international, began to increase investment in leisure footwear.

Sports agents including dynamic 96 and Beijing Yi Mei show have begun to set foot in the leisure field.

It is reported that before formally entering the field of leisure, FA Ya sports has won the agency of Nike 360 and Adidas clover last year.

Statistics show that Nike 360 and Adidas clover are all sub brands of their flagship leisure products.

Dynamic 96 has also been the agent of the famous fashion leisure brand VANS; the Beijing Yi Mei dazzle has taken the American leisure brand EASTPAK as the main player this year.

In the view of the industry, the popular leisure brand has become a new wallet in the eyes of large sports agents.

The head of a sports agency group believes that whether outdoor leisure such as NORTH FACE, Columbia or fashion leisure brand VANS, its scale and popularity in the domestic market are significantly different from those of Nike, Adidas and other brands.

If we want to find new profit growth points through these agents, we need not only the continuous improvement of our own business capabilities, but also the brand operators' input in advertising and R & D in the domestic market.