Domestic Famous Sports Brands Accelerate The Layout Of The International Market

China Taipei International

After the initial success of the brand construction in the domestic market, the domestic sports brand has launched a new round of internationalization process.

After entering the United States to join the Madrid Masters competition in 2010, the bundled marketing of "competition + star" has made Hongxing Erke win more and more sympathy in the European continent, especially in Holland, Germany, Austria and other countries.

In February of this year, PEAK was formally established in Losangeles branch of the United States, becoming the second Chinese sporting goods company to camp in the Nike base after Lining.

The average price of PEAK products at around us $70 is loved by local consumers on the basis of their excellent performance price ratio.

This led to PEAK earlier.

"The footwear market in Europe and the United States is changing, and high-end consumers are turning to low-end products. The high-end market share that originally belonged to local suppliers has begun to slowly merge into the low-end market, and the expansion of the low end market share has provided an opportunity for the entry of domestic brands."

Analysis of the industry.

Southeast Asia occupies an important position in the internationalization of Quanzhou shoe enterprises.

As early as three or four years ago, the Southeast Asian market has become the hot spot of Quanzhou's major sports brands overseas competition.

At present, Quanzhou sports shoes brand in the form of exclusive stores in Southeast Asia has Anta, XTEP, Ali, 31st, PEAK, Hongxing Erke, many of which have set up branches in the local market.

Apart from setting up exclusive stores in Southeast Asia with independent brands, many enterprises have set up factories in Southeast Asia to build overseas production bases.

The figures from Quanzhou's foreign economic and Trade Bureau show that Quanzhou has invested 14 factories in ASEAN.

Take Quanzhou and Cheng shoes as an example, the company has two processing plants in Vietnam.

The head of the enterprise said: "clothing enterprises are labor-intensive industries, and Vietnam's monthly wages are generally below 1000 yuan, which is very attractive to domestic enterprises."

"Domestic production costs are rising rapidly, and the export profits of enterprises have been continuously compressed. In some developing countries such as Southeast Asia, central and South America, they are showing great advantages in terms of market demand, land and labor resources.

Setting up factories in these countries and selling them nearby will help enterprises to allocate resources globally and walk out of an international path.

Fujian footwear industry association responsible person.