2012 Chinese And Foreign Sports Brand "Claw" Spread Everywhere

From the battle of Jeremy Lin, the fierce competition of sports brand can be seen.

Nike, Adidas, Jordan (China), PEAK, Lining and other enterprises at home and abroad want to put Jeremy Lin as an image spokesperson in the company's command, and to develop newspapers at home and abroad.

When Nike continues to penetrate China's two or three line market, the Chinese Movement

The war between Chinese and foreign sports brands has already started and will be more intense in 2012.

Before February 5th, few people knew who Jeremy Lin was.

However, when the Chinese substitute player, who rarely had the chance to play, continued to score "20+" with considerable assists, and continued the miracle he created in NBA to seven consecutive victories, Jeremy Lin became popular.

The crazy performance of "Lin Meng" has triggered an upsurge of "American Dream" in the United States, and has attracted many domestic and foreign sponsors.

From the battle of Jeremy Lin, the fierce competition of sports brand can be seen.

Nike, adidas/ 'target=' _blank '> Adidas, Jordan (China), PEAK, Lining and other enterprises at home and abroad want to put Jeremy Lin as an image spokesperson into their arms, and borrow their news to open up domestic and foreign markets.

There is a lot of controversy in the major media, as well as the "two Jordan disputes" between Jordan and Jordan.

In February 23rd, two Jordan at home and abroad finally got together.

The "basketball God" Michael Jordan has formally sued the China Jordan sports company in a Chinese court, suing him for using his name without permission to engage in commercial activities without the authorization of Michael Jordan himself.

It is reported that the US star Michael Jordan has prepared well for the purpose of winning the lawsuit.

According to insiders, Jordan commissioned the agency as agent at the end of last year. After months of preparation, he had enough evidence to prove Jordan's sports infringement.

In fact, Jordan is not fighting alone.

Shortly after Jordan filed a lawsuit, Nike, which owns the "AirJordan" high terminal brand, issued a statement on the matter, saying "support Michael Jordan's efforts to protect his brand, his name and his customers in China".

Regardless of whether the lawsuit is winning or losing, in fact, the sports market in China has generally been depressed over the past year. At the same time, with the high-end market becoming more saturated, some international brands focusing on China's first tier cities have also been trying to widen the market, and have begun to implement the strategy of "settlement" to the two or three line or even four line cities, forming a more direct market confrontation with many "domestic brands" surrounded by the countryside.

In 2012, the test of sports brand will be more severe.

International brands such as Nike and Adidas have been playing a steady and steady role in the first tier cities and actively entering the two or three tier cities in China. They have penetrated all levels of China's market. In the face of fierce competition in the domestic market, domestic brands such as Lining and PEAK are all looking at the world, killing the domestic market and advancing towards the international market such as the United States.

This has resulted in a war of opposite strength.

Aggressive

Nike group recently announced plans to build a new headquarters of Greater China for an Nike staff of about 600 thousand square feet in Shanghai, China.

The new headquarters of Greater China will be located in the "Shang Pu world" of Yangpu District, Shanghai, which broke ground in June 2011.

It is reported that Nike plans to move into the new headquarters in the first quarter of 2014.

Qi Kai Ge, vice president of Nike group and general manager of Nike Greater China, said: the new headquarters not only concentrates all the staff of Shanghai and Nike group's brands in the same area, but also improves and expands the office facilities and operation capacity of the company.

From the battle of Jeremy Lin, the fierce competition of sports brand can be seen.

Nike, Adidas, Jordan (China), PEAK, Lining and other enterprises at home and abroad want to put Jeremy Lin as an image spokesperson in the company's command, and to develop newspapers at home and abroad.

Behind the new building is the glory of achievement.

Nike us time June 27, 2011 released 2011 fiscal year results (May 2010 -2011 May), in the Greater China market, Nike achieved sales revenue of $2 billion 60 million, an increase of 18% over the same period.

At the same time, Nike also released the fourth quarter results of the 2011 China financial market in the fourth fiscal year, with an income of 564 million US dollars, an increase of 21% over the same period last year, excluding the exchange rate factor, an increase of 16% over the same period last year.

In terms of future orders, the product orders of Nike Greater China plan from June 2011 to November amounted to US $10 billion 300 million, an increase of 15% over the same period last year, excluding the exchange rate factor, an increase of 12% over the same period last year.

Nike said that due to the increase in retail outlets and the increase in year-on-year sales of single store outlets, the Greater China region increased significantly in the fourth quarter of fiscal year 2011. In terms of products, Nike said that in addition to football and women's training products, running and sports

There are more than Nike in new homes.

In January 11, 2012, Shanghai's largest sports brand flagship store, Adidas Shanghai brand center "Rubik's Cube", was announced. After three years ago, Adidas opened its first brand center in Sanlitun, Beijing. Now, the opening of "Rubik's Cube" has made China the only country in the world with two brand centers at the same time.

In the Adidas Shanghai brand center "Rubik's Cube", Adidas will display and sell its full line products to bring Shanghai consumers a "full tilt" all-round shopping experience.

In addition to emphasizing anything possible (ImpossibleIsNothing), Adidas began to have new options such as AdidasIsAllIn.

This is the new Slogan launched by Adidas in March 16, 2011, and it is plated into Chinese, Adidas is all in full tilt.

Adidas announced recently that the global market was open in the first quarter of 2011.

In March 2, 2011, against the backdrop of domestic brands generally reducing profits and store development, Adidas announced that earnings per share in 2011 will grow by 10% to 15%, and total revenue will rise from a high percentage of last year's 12 billion euros (about 16 billion 500 million dollars).

In the face of the debt crisis in the European Union, Adidas remains somewhat "indifferent".

It is reported that in the fourth quarter of 2010, Adidas's revenue increased by 19%.

Adidas plans to raise its annual dividend from 35 cents a year to 80 cents, more than the previous market forecast of 66 cents.

"We hardly felt any influence, and we did very well."

President HerbertHainer said.

Kill out

Though well known in China

Lining formally launched online sales in the United States last year.

Lining said that the overseas market expansion strategy has not changed, and is still exploring and accumulating experience in overseas market expansion. The main sales categories are basketball clothing, women's sportswear and running shoes.

From the battle of Jeremy Lin, the fierce competition of sports brand can be seen.

Nike, Adidas, Jordan (China), PEAK, Lining and other enterprises at home and abroad want to put Jeremy Lin as an image spokesperson in the company's command, and to develop newspapers at home and abroad.

PEAK also liked the US market and opened its stores to the United States.

The past 2011 was undoubtedly a very important year in the process of PEAK's internationalization. In early February 17th, it set up a subsidiary in the United States of America. At the end of December 15th, the flagship store in the United States officially launched the trial operation, and launched the entity store into the home of Nike, becoming the first Chinese brand in Losangeles.

"Opening stores in the United States is not a whim but a careful planning."

PEAK CEO Xu Zhihua said that after the launch of PEAK's sports brand in Hongkong as the core of basketball, PEAK further strengthened its deep cooperation with the top international competition institutions such as NBA, FIBA and WTA, and achieved the internationalization of brands and capital internationalization, laying a solid foundation for developing international markets.

In order to better open up the US market, PEAK set up PEAK R & D center and PEAK American branch in Losangeles, USA in 2010 and 2011 respectively. After more than a year's preparations by the US branch and a well-known third party research company, we conducted a thorough investigation and analysis of the US market and consumer preferences, and finally achieved the goal of opening the store.

In fact, the brand acceptance of PEAK's foreign stores has been increasing. It has nothing to do with its accurate sponsorship marketing. The Asian Games in 2010 and the Universiade in 2011, from many countries in Central Asia and the Middle East, are wearing PEAK.

According to the insiders, PEAK stores are located in large shopping malls in Losangeles, USA, and compete with international famous sports brands in a large area of nearly 300 square meters.

This is an important step in the internationalization of PEAK products, and an important step for Chinese sports brands to march into the US retail market.

Its significance is much higher than its profit value. It shows the efforts of Chinese sports brands to explore American consumption habits, explore high-end markets such as the United States, and win in competition.

disparity

Nike's supremacy was established after defeating another strong opponent.

As a rising star, Nike once faced enormous pressure from Adidas.

Adidas is the oldest sporting goods manufacturer in the world.

In 1972, the first batch of Nike shoes came out for sale.

In the next 20 years, Nike gradually and largely consumed Adidas's market share.

Today, Adidas's sales in the United States are only fourth, and Nike is far behind.

"Nike knows that only by using advanced technology can we produce the best products."

This is the feeling of Nike's leaders in summarizing the success.

All along, Nike has invested a lot of manpower and material resources in the development and development of new products.

The air cushion technology pioneered by Nike has brought a revolution to the sports community.

The sports shoes produced by this technology can protect the athletes' body, especially their ankles and knees, prevent them from sprain while doing vigorous exercises, and reduce the impact and wear on the knees.

Sports shoes with air cushion technology are popular.

As the waves of the Yangtze River pushed ahead, Nike also had to face the challenges of the newly emerged sporting goods companies in defeating their former rivals, including many Chinese sports brands.

However, Nike and Adidas seem to have begun to block domestic sports brands.

"Two Jordan disputes" and "three bars war"...

Various trademark and style lawsuits frequently start to refer to Chinese sports brands.

The protection of intellectual property rights such as trademarks and styles is ultimately the protection of interests.

Recently, Nike China and Adidas China have released their 5 year plan in succession. They all indicated that the new stores in the two or three tier market will be increased in the next 5 years, and the products that are closer to the two or three tier market will be echoed. The target market will be directed at the main market of the domestic sporting goods brand, and the future competition in the two or three tier market will be even more tragic.

From the battle of Jeremy Lin, the fierce competition of sports brand can be seen.

Nike, Adidas, Jordan (China), PEAK, Lining and other enterprises at home and abroad want to include Jeremy Lin as an image spokesperson and develop domestic and foreign businesses.

Data show that domestic brands from two or three line cities accounted for up to 70%-80% of revenue.

The two or three tier market has always been a stable competition state as the main source of local sporting goods brand and rising.

This balance will soon be broken because of the strategic shift of the two big international giants of Nike and Adidas to penetrate the Chinese market.

Nowadays, the "high price" of Nike and Adidas products has become the only consumption barrier. Once the product price is suitable for the consumption level of the three or four tier cities, the competition of Chinese local sporting goods brands will be direct and cruel.

At the same time, with the expansion of the sports industry capacity and the intensification of market competition, the Chinese shoe and clothing market is gradually moving towards a meager profit era. With the international first-line brands such as Nike and Adidas monopolizing China's high profit first-line market, the domestic shoe brands will also face the fate of fighting high-end brands with international brands.

The first thing to fight is not the product, nor the price, but the brand influence and penetration. In this respect, China's local sporting goods brand still has a big gap with the international brand that has decades or even hundreds of years of history.

Nike, Adidas's profound brand concept, perfect product research and development system, and integrated brand communication are the reference and application of local sports brands.