Sports Shoes Enterprises Urgently Need To Solve The Gradient "Channel Barriers"

Looking at the current market, sporting goods in China

However, as the home of the local sporting goods brand and the rising base, the two or three line market has been a steady competition. Among them, the first echelon of Anta, XTEP and Hongxing Erke, the two tier of the double star and so on each need what they need, no one has broken through the strength and ability of the current pattern.

This balance will soon be broken due to the strategic shift of Nike and ADI's two major international giants. Especially when the local brands are ready to enter the international market, Nike and Adi will turn their heads in pursuit of the depth of the Chinese market, trying to consolidate the absolute competitive advantage position in the Chinese market through channel sinking.

Admittedly, a brand will always strive for consumers, and a positive battle from the mental level of consumers will surely lead to a double war between channels and prices in the industry. The first battle is not the product or the price, but the brand influence and penetration. In this respect, the brand of China's local sporting goods still has a big gap with the international brands with decades or even hundreds of years of history. Nike, ADI's profound brand concept, perfect product system and integrated brand communication will become the most effective weapon to crack the "channel barrier" of the local sports brand.

The only obstacle to consumption is the high-end price of Nike and Adi products. Once the product price is suitable for the consumption level of the two or three tier cities, the competition of Chinese local sporting goods brands will be direct and cruel.

In the short term, the local sporting goods brand can resist the Nike and Adidas's sinking strategy through the joint layout of the store layout and reduce the popularity and passenger flow of its stores.

However, in order to strive for long-term stability in the main battlefield, channel construction has not many cards to fight, especially the strong capital flow of international sporting goods brands will gradually narrow the gap. The future leading success is still the depth of brand internal strength, and the brand internal force is the "bruising" of local sporting goods brands.

A few years ago, Anta, XTEP and other brands were also planning how to lower costs, so as to launch a price war in the terminal market, so as to attack the competitors in the region. But after several world-class competitions, especially after the Beijing Olympic Games, they saw more international brand practices and tasted the sweetness of advertising and public relations activities, and the marketing thinking of local sporting goods brands gradually opened.

The traditional way is also the most effective way. Nike signed the "basketball giant" Yao Ming, which is "China flying man" - Liu Xiang and Adidas, and achieved great results through their "personal charm". This simple sports marketing mode did let some of the local sporting goods brands stand out and rise rapidly, but after growing up to a certain stage, it is really impossible to play big concept cards in the professional sports category. The excellent sports industry resources are divided by Nike and Adidas. Even in the Olympic Games held at the gate, they were robbed of official partners by Adidas. During the world cup, Nike and Nike also sponsored 2/3 of the teams. The most important thing is to invite sports stars to endorse.

Such a strong oppression, so that the local sporting goods brand in the professional sports field and international giants directly and long-term confrontation, it is like self search for death.

Generally speaking, short-term imitation does not represent long-term imitation.

The practice of brand's overall strength is insurmountable by local sporting goods brands, and is also the most important part of the development of local sporting goods brand strategy.