Nike Adidas Aims At Small And Medium-Sized City Market

January 22nd Lunar New Year's Eve,

In this 100 square meter Nike store, leisure shoes and shoes are the main ones, and leisure sports shoes account for more than 30 square meters.

The variety of shoes is quite complete, and it is still dominated by casual shoes and sports shoes as a supplement.

"Our store is mainly casual, customers buy casual wear and casual shoes, and many times they wear them for most occasions.

Plus, because it's internationally known.

Reporters in the footwear area to see, twenty kinds of leisure sports shoes price mainly concentrated in the 500~800 yuan, only a very small 1000 yuan.

The Adidas store not far away is similar to Nike, but also promotes leisure.

"In small places, dressing and dressing are following suit.

Sports market is not very big.

ADI's shop assistant told reporters.

Tong Hua, who works in Shanghai, bought Nike's "sweater" - casual jacket for her father and mother, and chose a pair of outdoor sports shoes for the little nephew in Adidas store, which cost over 1800 yuan.

During the Spring Festival last year, Tong Hua gave his parents a pair of lovers climbing shoes.

In Tong Hua's view, Linyi is located in the three line city southeast of Shandong Province, and citizens are becoming more and more aware of their brand awareness in terms of consumption.

Tong Hua's father is a governor of a bank branch in the lower County of Linyi. Besides working clothes, he is fond of casual wear.

Xiao Li has been doing business with Xinhua and Nike stores in Jiefang Road for two years. After observing, she found that many of her customers worked in government departments and banking systems, and some private owners often patronize the shops in this prosperous area.

"To tell you the truth, the price of Nike is still too high for the ordinary working class. After all, the income of small areas is limited."

Xiao Li said.

Tong Hua still remembered that when he was admitted to university in 1997, his parents took him to the Lining store in Linyi to buy T-Shirts and sports shoes.

When he arrived at his job, he sent Nike and Adidas to his parents.

When he found Nike and Adi stores in Linyi, they simply stopped buying them in Shanghai.

In the three line cities with only about 2000000 of the population, the per capita disposable income is less than 20000 yuan. The price of Nike and Adidas is enough to discourage many people. But it is also a popular reason for Nike and Adi to be able to afford an internationally famous brand in this small area.

This is Tong Hua's observation.

Xiao Li told reporters that in 2008, there were only 6 Nike stores in Linyi. By 2011, there were 15 stores in the city.

Several stores are even the same boss.

"Now the TV and Internet are so developed that the regional differences in consumption are getting smaller and smaller. There are also small places in Shanghai.

The consumption ability of small areas is also rising rapidly, which will naturally lead to the change of consumption concept.

Unless there is no (well-known brand), as long as shops are opened in Linyi, there will be many people patronizing consumption.

Tong Hua summed up the consumption characteristics of the three line cities with his own observations.

Nike and Adidas may have precisely captured the pformation of the consumption characteristics of China's vast three or four lines of small and medium-sized cities, and more and more stores are expanding into small and medium-sized cities.

In 2010, Gao Jiali, who has just been the managing director of Adidas Greater China, announced that by 2015, ADI will build 2500 new stores, mainly in small and medium-sized cities, and the number of Adidas covered cities will increase to 1400.