"Bird In The City" Layout "Deep Plough Three Or Four Line Market"

Over the past five years, China sporting goods market The scale has grown at an annual rate of 20%, and has made many successful sports brands in China. In the next five years, price rises have become a hot topic in the society. Seemingly small price increases will eventually be reflected in the earnings of these shoe companies. In the face of the competitive sports brand market, some experts predict that the price increase in 2011 is Sports brand The signal of turning point is coming.

　 Price triggers a new round of elimination

For the representative of the domestic sports brand Lining, this signal came too early. In one year, Lining's share price dived again and again, jumping 62.64%. At the same time, Lining's shoe product price will rise 7.8% in the fourth quarter. clothing It will rise by 17.9%. The choice of investors indicates that there will be new changes in the industry pattern. With the strong opposition from the rise in sports brand prices, it is easy to see that sports brands are already on the changing nodes of the era, plus the 2012 London Olympic Games brand. Marketing The climax period has also aroused people's infinite conjecture about the change of industry.

"The impact of price increases on the three or four tier market will be more obvious, because consumers of these cities are more sensitive to prices, and the foundation of domestic sports brands is in the three or four line market. Whoever can stand steadily can enjoy the fruits of this round of attack." Charlie, deputy general manager of expensive bird marketing, believes that the promotion of price is essentially the gradual elimination of the competition between international brands and domestic brands, and the competition among different grades of brands in China. Eventually, it will usher in a double-layer fight with the market channel and the price range.

At the beginning of the end. Guirenniao 2012 in the spring and summer products ordering meeting, the birds did not disclose the specific extent of the overall price increase, some agents said, "there is a certain increase, but not much." Chen Zongrong, director of the footwear development center, admitted that the price system will be adjusted, indicating that enterprises will try their best to digest the cost of rising prices internally. It may be that the price increases are not large. The terminal sales of expensive birds are not affected by this wide range of price adjustment. The enthusiasm for orders before dealers and agents is still high, 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%.

Insiders said that, in fact, in the whole price increase factor, the increase of store rents is greater than that of labor costs. But with the development of urbanization in China, the purchasing power of small and medium-sized cities is increasing. In order to seize the opportunity, the major sports brands are carrying out a new round of resource grabbing in the core business circle.

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　　 "Bird in the city" layout

Many of the domestic sporting goods brands have made plans for the store, and plan to expand the number of stores to 10000 in three to four years. Anta will take the lead in entering the era of sports brand operation in the end of 2011. Lining, 31st degree, noble bird, PEAK, XTEP and other brands also followed closely.

According to the survey of an authoritative Market Research Institute in China, it is found that in sports industry, the brand with the highest reputation and even the highest degree of satisfaction in the three or four line cities is actually the most popular bird belonging to the second camps.

Charlie, deputy general manager of marketing, thinks that if a brand wants to rush ahead in the market competition, we must first understand its own advantages and then go hand in hand in five aspects: brand building, product development, channel upgrading, management innovation and ideology. 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.

It is true that among many sports brands, despite the pressure of listing and financing and rapid expansion, competitors have not blindly and rapidly expanded the national market. Instead, they focus on deep plowing of the three or four tier cities, and seize the first line and strengthen the second tier market. In many small and medium-sized cities, you can see that the "bird shop" has increased the intensity of the "big store" construction. Like the Hebei Baoding category a business circle, it has opened 316 square meters of bird nest shop, and Shandong Zaozhuang has opened a 380 square meter bird nest shop. Meanwhile, you can upgrade the image of terminal stores. Under the guidance of the channel strategy of "city layout", as of July this year, more than 1000 new stores were added to guigen bird, an increase of 7.5% over the same period last year. The success rate of new shops opened up nationwide, 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.

In order to enhance the overall operation level, the company has set up a new commodity operation center, developing and upgrading the new online POS system, improving the timeliness and accuracy of the data, and improving the level of dynamic management through daily product sales data and real-time collection and analysis of inventory data. Through comprehensive and systematic analysis of commodity data, we can provide scientific decision basis for the annual sales forecast and quarterly merchandise development plan, and strengthen and enhance the ability and level of commodity management of the head office, branch companies and franchisees.

In addition, the "noble bird" has launched integrated marketing for three or four line cities, co operating strong TV media such as CCTV, Hunan satellite TV and Jiangsu satellite TV, integrating network media resources such as Tencent, Sohu, Youku, etc. to interact and communicate with target consumer groups, and transfer the "moving happiness" brand concept in a wider consumer group.

According to the insiders, there is still a long way to go for Chinese sports brands to achieve internationalization and achieve genuine confrontation with international brands. The three or four line market with the most fundamental roots is expanding to the second tier market and finally breaking through to the international market. The fact proves that it is a necessary road and the right way for the development of such sports brand.