Domestic Distribution Of Sports Shoes Market In Quanzhou

The shoe companies carefully plan, like writing the Warring States biographies, breaking out several distinctive brand development routes, stacking up a compact and compact market "Pyramid", forming a crisscross and dominant domestic force territory.

Anta East China and Southern China, in particular, Jiangsu, Zhejiang and Guangdong 361 degrees northeast, Nanjing, Guangdong and Guangxi XTEP South market, especially Jiangsu, Fujian, Zhejiang, Hunan and other del Hui Sichuan, Sichuan and Sichuan and northeastern Golden Lake, northwest market Jordan East China.

In 2005, Quanzhou sports shoes went south to North in the domestic market. Several brands' focus measures and market methods set off a wave of attention fever.

Market means 1: Northern War plan.

The brand will become the ten sports meet partner at the price of 16 million yuan, aiming at achieving a leap from fashion to sports.

Because the South China emphasizes fashion and the North emphasizes durability, the brand is better in Jiangsu, Fujian, Zhejiang, Hunan and Guangdong and Guangxi, and Anhui is relatively medium.

Last year, the brand put forward the "Northern War Plan", setting up a direct company in Beijing to attack the northern market.

Market means two: Guangdong offensive and defensive war.

Last year, a brand stepped up its efforts in capital and manpower to attack the Guangdong market and collide with another brand.

The brand adopts a strategy of lowering prices in order to open a regional market.

Those who hold a positive view believe that on the one hand, they can expand the market share and suppress the regional competitors; secondly, the capital turnover will be fast; and the third is to solve the problem of inventory.

Market means three: digest the stock market.

A brand specially set up a team to run around the country, according to the situation of different regions, help distributors to make ideas and promotions to solve many inventory problems.

Reporters learned that some dealers do not stock much, but exaggerate intelligence, in order to sell more favorable conditions at headquarters. Some stocks are large, but they do not explain or do not understand.

Therefore, the affirmative view is that this way of big tour is a very effective marketing terminal human resources support.

Market means four: win the CBA designated products at 60 million yuan to enhance its image in professional sporting goods.

Market means five: to create the concept of technology leader, in addition to emphasizing the four major shock absorption systems in product functions, it has also adopted the environment-friendly water-borne PU adhesive with high cost, and promoted the concept of technology and environmental protection.

The brand was also listed overseas last year.

Market means six: with the CCTV joint entertainment basketball program, while maintaining its mass sports positioning, but also to the development of entertainment.

The first group: Lining, Anta, XTEP, 361 degree two, and the third Legion: other brands have a common understanding of the "Pyramid" framework for the brand market position and the footwear industry: the annual sales of 5 billion to 10 billion yuan are international advanced brands, such as Adidas and Nike; annual sales of more than 1 billion yuan are domestic first-class brands; next 500 million yuan and 200 million yuan are each one of the sills, separating the first, second and third tier brands in China; some of the last ones are 50 million yuan, others think they are 50 million yuan.

A senior industry insider pointed out that the brand of Quanzhou as a whole is now in the two or three tier market.

He said that the first class market mentioned by the shoemaking industry refers to the one or two tier cities, namely, Shanghai, Beijing and other big cities as the primary market, and the provincial capitals and special economic zones in other provinces as the two level market, and the three level market as the prefecture level city.

Now the one or two tier market is basically the international brand and Lining occupation.

The domestic strong brands occupy second levels of positions, such as Lining and Anta. They are followers for international brands, and are leaders for domestic brands.

The third level is the two or three line level regional brand, which is well done in a regional market or a province's market, such as XTEP and 361 degrees. These two brands represent the third level leaders, closely following the leading brands of second levels, and the stamina can not be ignored.

Sports market positioning Anta, 361 degrees, Jordan, gold lake, PEAK, Iverson and other sports and fashion lines XTEP, Hongxing Erke, del Hui, Xide dragon, golden apple and other fashionable leisure routes such as "noble bird", "Mack", "Wordenka" and so on.

A senior industry insider said, judging from the current professional sports market, strictly speaking, Quanzhou shoe brand has not done very well in professional sports.

For example, professional sports brands should have a certain level of expertise, but there is no such brand in the whole region.

At present, the shoe brand of Quanzhou is in the professional sports market, mainly the basketball shoes produced by itself, which is recognized as professional basketball shoes, and some brands even have played tennis shoes.

A consultant organization official said: "for sports goods market, we can use the pyramid market metaphor -- the international brand is from the spire position, from the high-end market, starting from the national team brand, highly specialized, they lead the low end from the high end; the domestic brand is from the bottom of the tower to go up, and strive to get close to the high-end."