Price Increases Spawned Sports Brand Inflection Point &Nbsp; Three Or Four Line Cities Densely Distributed Network.

Following the end of March, Nike "

The growth of domestic sports brand sales largely depends on its price advantage lower than that of international sports brands.

But as the price increases, this price advantage gradually diminished.

"The price of some of the domestic sports shoes is almost the same as that of the international brands Adidas and Nike, which will have a certain impact on its sales volume."

Zhang Yanlin, research director of CIC, said.

To this end, industry experts predict that the price increase in 2011 is likely to be a signal for turning point of sports brand.

From roundabout competition to positive competition

"There is a certain increase, but not much."

At the end of the order meeting, Chen Zongrong, director of the development center of the noble bird shoe industry, admitted that the price system would be adjusted.

It is reported that the number of products ordered by in spring and summer in 2012 increased by 4% compared with the same period last year, and the total volume of orders still increased by more than 30%.

Reporters learned that, Nike, Adidas and other international brands in the local brand siege, the market sales revenue decline, is preparing to adjust the channel structure, enter the two or three line market.

In mid 2010, the market came out to adapt to the consumption level of the two or three line market. Nike, Adidas and other international brands will launch low-priced shoes to grab the market that was originally firmly controlled by local sports brands.

Not only Li Ning Co, but also all sports brands such as Anta, XTEP and 31st degree have felt the pressure.

"The trend of price change is to gradually eliminate the gap between international brands and domestic brands.

After years of extensive development, although it has built its own brand of local enterprises, it is facing pformation in the face of rising costs, losing price advantage, market homogenization and competitors.

"We have set up a new commodity operation center to develop and upgrade the online POS system.

Infiltrating three or four lines of urban intensive network

Channel resources are still scarce resources in the future, especially in the low line market.

"Channel has become an important part of the domestic shoe and clothing brand to maintain market advantage, and the means to maintain the advantage is to have a healthy and healthy network layout."

A vice president of China clothing association said that with the development of urbanization in China, the purchasing power of small and medium-sized cities has been increasing.

The foundation of domestic sports brand is in the three or four line market. Whoever can stand steadily will enjoy the fruits of this round of attack.

It is reported that, including Lining, 31st degree, noble bird, PEAK, XTEP and other brands have developed the store plan early, ready to expand the number of stores to 10000 in 3-4 years.

But C harlie, the deputy general manager of the marketing of the bird, revealed that, unlike other brands, the company was not eager to expand the national market, but focused on the three or four line city, while taking into account the first and second line market.

The strategy of "city layout" is put forward on the basis of increasing dot density.

"In many small and medium-sized cities, you can see that the construction of large stores has increased.

Like Hebei Baoding 316 square meters of bird nest shop, Shandong Zaozhuang 380 square meters of bird nest shop.

At the same time, the brand also upgraded the image of the terminal store.

A dealer told reporters that the improvement of the channel structure has created a number of efficient areas for many shops.

It is reported that as of July this year, more than 1000 new stores were added to the company, an increase of 7.5% over the same period last year, of which the success rate of new shops has increased significantly.