The Name "Shoe" Big Net Expands Unceasingly &Nbsp; The Small And Medium-Sized Brand Is Worried.

In June 23rd, with the increasing saturation of the shoe market in the whole country, many big brands gradually entered the second line and even the three or four line.

Although local brands such as Lining, Anta and XTEP have been entrenched in China's small and medium-sized cities as the core market, the performance of Adidas has recently been dueling with many "snakes". In 2011, the revenue of Adidas Greater China will grow by two digits. In order to promote growth, Adidas plans to open 2500 stores in China in 3 years, most of which will be distributed in China's three or four line market.

Although the Adidas wading three or four line market will have a period of "acclimatization", but obviously Adidas has made all preparations. ColinCurrie, managing director of Adidas Greater China, thinks Colin meets the needs of consumers, which is the root of Adidas's operation.

"Many of our efforts are aimed at meeting different needs of consumers.

For example, by introducing innovative products and participating in market innovation and competition, joint partners sponsor the most exciting and influential sports events, attract consumers' attention through various activities, win the favor of consumers, and enhance the image of brands in the minds of consumers.

From this, it is easy to see that Adidas is determined to lay the national market. However, it also reflects the plight of the small and medium-sized brands in the three or four line market from the side. The well-known brands always have their way of survival, and also the sports tycoon Adidas.

The plan to open 2500 stores in China in the past 3 years also indicates that Adidas has officially declared war on the small and medium-sized shoe brands. Although the "Eight Immortals cross the sea", the brand of small and medium-sized shoes will be hurt in this war because its opponent is Adidas.

Nike or water test three or four line city

Compared with the ambitions of the old rival Adidas (ADIDAS) marching into the three or four line market.

Nike has deliberately maintained a vague strategy in developing the strategy of the three or four tier cities, but as early as December 2010, Nike held the 2011 quarter fiscal year second quarter performance conference call, Nike brand President CharlieDenson said it will further develop the mainland's three and four line market to maintain sustained growth in performance.

Although Nike has denied entering the three or four tier cities in order to reduce the price of Nike brand products, it is likely that the brand "Converse", which is relatively low in price, will be the "pioneer" that will impact the domestic three or four tier cities.

Although it is different from ADI, Nike did not plan to open 2500 stores to attack the three or four line market in the past 3 years. However, Nike's intention changed the footsteps of the small and medium shoe brands to stabilize the market. They all said that the camels that starved to death were bigger than horses, and Nike was also like a camel that had doubled the horses. So any action of Nike would definitely lead to the whole body's effect.

The author concludes: under the influence of the domestic economic environment, Nike and Adi, which are well-known brands both at home and abroad, can be regarded as the best way to brand development and marketing. But the result of testing water has a direct impact on the small and medium-sized shoe brands in the three or four line Market. It is not a disaster, because the brands of small and medium-sized shoes also have the magic weapon to adapt to the three or four line market. However, from the influence of big brands in the minds of consumers, the winning way has become extremely difficult.