The Birds In The Shoe Industry Are Flying Against The Wind In The Sound Of "Rising".

Some time ago, a lot of sports brands rose with the rising cost. The collective price increase led to a new round of brand shuffling.

Recently, it came to the major sports brands in 2012.

In the early August, the reporter came to Jinjiang, Fujian, almost no place to stay. The hotel rooms were basically booked by thousands of agents and distributors of famous sports brands.

Reporters learned from the great bird that under the pressure of collective price increases of sports brands, the order will still be gratifying, and finally the situation of double rise in volume and price will come to an end.

According to the person in charge of marketing department, this is mainly due to the development of brand differentiation and the promotion of popularity. The comfort and functionality of products are widely recognized by consumers. The company continues to exert its support for market and channel support, the continuous increase of effective outlets in the national market, and the improvement of the integration and operation ability of agents themselves.

Since the beginning of the year, the cost of raw materials has increased and store resources have been increased.

Chen Zongrong, director of the footwear development center, told reporters that the price system would be adjusted, and that enterprises would do their best to digest the cost of internal price increase, and at the same time, they would increase the added value of products through R & D, service and so on, so as to attract consumers with higher cost performance.

Chen Zongrong introduced that the new product combines the characteristics of light, thin and pparent, and cites the latest technology to develop new processes, such as seamless hot process and two-sided supporting technology. These integrated technologies can reduce the number of needle workers in the pipeline.

Despite the pressure of such a big industry, the market expansion of the expensive birds has not been affected in any way. The total number of national stores has maintained a relatively rapid growth.

By the end of July this year, there were more than 1000 new stores in Guige bird, an increase of 7.5% over the same period last year. The success rate of new shops in the whole country increased significantly, and the channel structure continued to improve, and more efficient shops appeared. There were more than a dozen shops in a city like Hezhou and Guigang in Guangxi.

It is reported that the next step will be to strengthen the front-line command function of the regional operation center mode based on regional operation, management and guidance, and strengthen the operation ability of all links in commodities, channels and retail businesses.

Although the unit price is higher than the original price, the enthusiasm of the distributors and agents is still decreasing. The number of orders increased by 4% over the same period last year, and the total volume of orders still increased by more than 30%.

Reporters interviewed several dealers at the scene. They had such great confidence in the birds and birds.

In terms of brand differentiation, the "Happy Sport" and the "happy first pole" of Chinese sports brand, which are called by many financial media, are gradually taking the place of "one pole" in the hearts of consumers.

In the first half of this year, more than 20 TVC TV advertisements, online advertisements and so on were filmed by the birds in the first half of this year, including the new Asian flying hero, the world snooker, my RUN and so on. Through the conclusion of strategic cooperation, a strong cooperation with the Chinese Internet users with the largest number of online users and the most active interoperability has made the communication and interaction between the great bird and the target consumer groups greatly enhanced.

In addition, the "noble birds" also increased the intensity of integrated marketing, and worked closely with CCTV, Hunan satellite TV, Jiangsu satellite TV and other strong television media to carry out scientific and effective advertising, while integrating Tencent, Sohu, Youku and other Internet media to enhance communication with target consumer groups, so that the "mobile happy" brand idea was deeply rooted in the hearts of the people and gradually occupied the minds of consumers.

According to Lin Tianfu, chairman of the precious birds, in 2012, London