Shanxi Sports Shoes And Clothing Have Huge Market Potential.

Shanxi is located in the west of Taihang Mountain. It has the reputation of "showing ups and rivers" and is one of the earliest details of the Chinese nation.

There are many brands of sports shoes and clothing.

However, influenced by climate and consumption habits, the consumption of sports shoes and clothing in Shanxi area seems to be less than that of neighboring provinces.

Recently, more media coverage, due to the recent well-known domestic sports shoes and clothing brand to raise the price, Shanxi regional sports shoes and clothing brand store shop in the cold.

So what is the basic status of Shanxi regional sports shoes and footwear? Can the shoes brand make the shoes and clothing market in Shanxi warm up?

First, the Shanxi market is stuck in existence.

In most people's view, the market in Shanxi is smaller than that in domestic provinces. Therefore, many sports shoes and clothing brands are stationed in Shanxi's regional market, but they will not put too much energy into it, and the market competition atmosphere is weaker.

Shanxi is in the middle of Shijiazhuang, Xi'an and Zhengzhou, and has been caught in a state of attack.

For example, the three markets in southern Shijiazhuang are the largest small commodity comprehensive market in the northern region with a strong commercial atmosphere.

Taiyuan is often chosen by the head office as the two tier agent city. Some businesses purchase goods in the Shijiazhuang market and then wholesale in Taiyuan.

In Shanxi, Lining, Jordan, Anta, seven wolves sports, Xi Dalong, Voight, playboy, new era sports and other brands are leading the sale of Shanxi adult sports shoes and clothing. The brand of children's shoes takes ABC and Cambridge as the leading sheep.

A brand agent in the Shanxi area once told reporters that local Anta and XTEP sales exceeded one hundred million, but the sports shoes and clothing brands whose sales exceeded 50 million yuan accounted for only a small part.

Two, fashionable and rational 85 and 90 are the mainstream consumer groups.

85, 90 is the main consumer group of sports shoes and clothing market. In this city with strong cultural atmosphere, they are looking for their brand with their unique eyes.

Their brand awareness tends to be rational and pays more attention to the intrinsic value of products.

Some consumers began to try to buy new brand shoes and clothing. They liked the brand of celebrity endorsement, and also favored foreign sports brands.

Chen Ruican, general agent of Shanxi xdlong, introduces that consumers choose fashionable shoes, shoes, shoes and shoes for sports shoes and shoes, which are generally accepted at about 200-300 yuan.

The proportion of store clothing and sports shoes is 7:3, consumers tend to buy more than one set of clothes, and then match a pair of shoes.

Three, brand distribution of sports shoes and clothing at home and abroad

1, sports brand flagship stores are concentrated in four commercial areas.

Liu Xiang commercial street is the oldest and most prosperous street in Taiyuan. It is the "Wangfujing" and "Tongluowan" commercial pedestrian street in Taiyuan. It has a business history of more than 300 years and has more than 20 million Japanese people.

The flagship stores such as Jordan, XTEP, Anta, precious birds, and 360 degrees are located here, with large shops and dense shops.

In addition, the pedestrian street is the main street in Changzhi, Shanxi. Many sports shoes and clothing brands are concentrated in the middle road of heroes.

Jincheng city is most bustling with Feng exhibition Plaza, forming a large business circle around.

Linfen Gong Yuan Street is also a bustling commercial street.

These four markets are the main gathering place of the flagship store in Shanxi.

2, domestic sports are mostly distributed in major commercial streets.

Apart from Anta, XTEP and other famous sports shoes and clothing brands, Shanxi has branches, most of which are based on agency mode, and the main development channel is exclusive store.

Although there are many shopping malls in Shanxi, the operation is rather irregular.

Therefore, Anta and XTEP basically do not take the shopping mall channels, mainly based on Commercial Street, and set up brand stores.

3, the international big card is going to fight the sports retail operation mode.

In the Shanxi area, sports brand besides agent mode, there is also a retail chain monopoly operation mode - "Tao Bo sports".

Tao Po sports is BELLE international sports professional line. It has the largest self-reliance chain sales network in China, monopolizing the sales of international high-end brands such as Nike, Adidas and Reebok in China.

Shopping centres must introduce Nike, Adidas and other international brands.

Four, domestic brand strategy

1, first and second line brands, focusing on the market of prefecture level cities.

Looking at the distribution of the 123 brands in Shanxi, we can find that the second tier brands mainly focus on prefecture level cities, such as Taiyuan, Linfen, Xinzhou, Yuncheng and Datong, especially Taiyuan, the capital city.

In addition, apart from Taiyuan, the major cities of different brands have different strength. This is mainly about the brand operation strategy of agents.

The second tier brand focuses on the most prosperous commercial streets in all prefecture level cities, mainly through the channels of exclusive stores.

High franchise fees, high operating costs and high operating indicators limit the development of domestic first-line brands. For some county-level cities with consumption potential, they can only be disappointed. Many of the first-line brand dealers are switching to second tier brands.

Second tier brand audiences are more common. In most of the prefecture level cities in Shanxi, there are specialty stores, some of them are located in large shopping centers, and some of them are devoted to the establishment of brand image at county-level cities.

The competition between the second tier brands is more intense. When the quality and price of products are unable to seek the way to win, service becomes the best choice for us to compete to win customers.

The gradual maturity of the two or three line market has attracted the attention of strong brands all the time. It is impossible for growth enterprises to enjoy market growth gains.

The second tier brands with better growth will not be willing to defend themselves. Once they find the opportunity, they will inevitably enter the first tier market and share high profits.

2, three or four line brand attack shoe city wholesale and retail market

The high cost of store stores is prohibitive for most of the three or four line brands.

Small and medium sized brands, which are dominated by single category, usually enter the wholesale and retail channels such as shoes city and supermarkets.

Chen Ruican said that Taiyuan Chaoyang shoe city is the most complete, most large-scale and most active shoe industry circulation base in North China. The total number of shops is more than 2000, and thousands of shoe brands from Wenzhou, Fujian, Chengdu, Chongqing and Shandong are operating.

Many three line brands are located in Chaoyang shoe city. Its current logistics system can fully meet the supply needs of Shanxi and its adjacent areas, and there are many manufacturers to set up direct branch offices in order to better carry out brand channel operation.

In addition, the offices of Shanxi agents are concentrated in Changfeng street, Changzhi road. Changfeng street is the most active place for business and real estate in Shanxi.

Some small and medium-sized brands develop from the counter to the monopoly, hoping to enhance the brand image through the form of exclusive stores, and at the same time, develop to a higher level market.

Although it is hard for them to shake the status of second tier brands for a time, it is hard to say what the future will be.

Chen Ruican believes that the three line brand should find its own position and choose its own marketing mode so as to gain a firm foothold in the market.

Five, Shanxi sports shoes and clothing market potential.

1, sports shoes and clothing market has great room for development.

The Shanxi regional sports shoes and clothing market is not affected by the South market market, which is mainly influenced by the climate and the living habits of the local area.

Due to the winter air raid in Inner Mongolia, the Shanxi area is cold and dry in winter and short, hot and rainy in summer.

In winter, when the weather is cold, people spend less time in the north and spend less time on casual sports shoes and clothing.

The development of sports shoes and clothing market in Shanxi is large and needs to be developed.

How to make use of its brand advantage to develop and produce products that meet consumer demand, intensify publicity and stimulate local consumption has become a problem that needs to be considered in the brand of sports shoes and clothing.

2. The annual sales volume of Xi Longshan is over 100 billion.

Xi Long lung is one of the fastest developing sports brands in recent years. It has a good performance in Shanxi.

"In Shanxi, there are more than 100 stores in Xi long, half of which are direct stores, and a few of them are stationed in large shopping malls, such as Dongfang Hong, which is one of the top ten sports brands in Shanxi.

The annual sales volume of Shanxi has reached over 100 billion, and we believe that this sales volume will continue to rise in the future.

Chen Ruican said.

Chen Ruican said: terminal construction is the focus of marketing in 2011, one is to expand the number of stores, the two is to enhance the image of the store, and enhance the terminal competitiveness of the product.

When other brands are still fighting for the Taiyuan market, Xi Long lung has made rapid efforts in Linfen and Jincheng, and has achieved good results.

In addition, Xi De Long uses a lively, healthy and beautiful Singaporean popularity group BY2 as a spokesman for brand image. It also caters to the interpretation of the concept of "Life Movement" by Shanxi's post-90s crowd.