Shoe Industry Is Competing For 2008. What Is The Ultimate Goal Of The Olympic Games?

People say that the 08 Olympic Games is an unprecedented feast for Chinese businessmen, which is undoubtedly a rare gluttonous in the sporting goods industry.

No wonder even insiders predict that the 08 Olympic Games will be another spring for the sporting goods industry.

The implication is that it seems that the splendid industry and splendid industry are just around the corner.

It is true that the holding of the 08 Olympic Games will bring greater opportunities for the development of the domestic sports industry, but for some sports enterprises, the opportunities are coexisting with risks.

The so-called "no business is not difficult".

For all sports brands, although Olympic business opportunities are equal in time, but to enjoy the fruits of their success, they will undoubtedly experience a more bitter battle for resources and market competition.

Therefore, the Olympic Games have not yet arrived, the bloody smell of the market has quietly diffused.

Thus, the 08 Olympic Games will be an opportunity or a watershed for the domestic sporting goods industry.

Whoever wins in this competition will laugh at the end. On the contrary, whoever fails to grasp this opportunity and lose in this reel will lose the ticket for this feast.

When the 08 Olympic Games craze recedes, enterprises will face more difficult situation.

Because of this, since the successful Olympic bid, the domestic sports brands have been vigorously promoted, and they have been fighting hard and preparing for battle.

In the recent years, Anta sports enterprises in Fujian have made remarkable progress in recent years.

Anta sponsored the table tennis tournament, the ten sports meet, and even sponsored CBA to continue until 2012, breaking the international brand monopoly of the top domestic competition pattern.

The great man bird sponsors the China US Pakistan basketball match, and sets the charm of Yao Ming, Kobe and other five stars to highlight the professional sports brand route.

Philharmonic sponsors the 2006 National E-sports games, hoping to seize the event and become a potential opportunity for the 2008 Beijing Olympic Games.

PEAK is sponsoring the Europa League and becoming a sponsor of the Houston rockets.

361 degrees and CCTV 5 sets together to create "entertainment basketball"...

Wait.

In such a tragic sports marketing FromEMKT.com.cn war, the cost of Jinjiang enterprises is huge and amazing. Fortunately, most enterprises have captured considerable industry resources and accumulated energy for the 08 peak.

However, it is worth exploring that the development of the brand is far from enough only by promoting the power of dissemination. If the promotion and dissemination is an aerial offensive, then the organizational management platform, marketing system and market promotion of the enterprise are the land battle firepower.

Occupying industry resources needs air superiority and needs ground strength to achieve it.

Sports sponsorship can make the brand interact effectively with consumers, but if the management platform is lagging behind, the marketing system and market promotion lag behind, the value chain of enterprise operation will be out of step. The air superiority built by enterprises at a huge cost can not achieve the ultimate economic benefits.

From the perspective of the current sports shoes industry in Jinjiang, Anta has its own ears, XTEP, 361, noble bird, PEAK, Jordan and so on.

And more than a hundred other brands are looking forward to following them behind, and are acting as a market role in finding fault.

There are also some old enterprises that have been brilliant for a while.

These enterprises are not weak in product R & D and production. They also have invested a lot in promoting communication. Why have they been reduced to such a difficult situation?

Let's take a look at the development of these enterprises.

As early as the 90s of last century, the sports shoes industry in Jinjiang was still in the pure processing stage of workshop factories, mainly exported to foreign trade. By the beginning of 90s, with the gradual opening up of the national reform and opening up and the increasing vitality of domestic economy, some enterprises began to focus on the domestic market, and gradually opened up their own marketing positions in the major wholesale markets of shoes and clothing.

The successful case attracted most of the Jinjiang shoe and clothing enterprises to pfer to the domestic market. There are various kinds of learning, rush around the wholesale stalls, wholesalers, and even some small businesses have abandoned their factory workshops, and have opened wholesale outlets in the provincial shoe and clothing wholesale market.

In this round of market competition, some late entry enterprises fail to grasp the screening of wholesalers, fail to grasp the maintenance of the market, although they have won a place, they have virtually lost the first game -- the market competition.

With the upgrading of shoe and clothing wholesale frenzy across the country, various provinces and cities have built large footwear and clothing market as an important means to enliven the economy. At one time, the wholesale market of shoes and clothing has doubled and larger, and the footwear industry has seen an unprecedented boom.

Prosperity means increasing competition.

With the advance of prosperity, the domestic wholesale market is already a "Red Sea", and many enterprises are increasingly struggling to maintain the low profit in the wholesale market.

At the same time, some international brands have opened a franchise store in China.

The price of the same product is several times higher than that of the domestic product, and consumers are still proud of buying the Monopoly brand. Brand consumption is increasingly sought after by more consumers.

At this juncture, some enterprises quickly discovered the mystery, so they also built up their own brand, launched a franchise mode, and tried to plan all kinds of brand promotion activities.

It is precisely this brilliant and resolute pformation policy that many enterprises have completely changed their destiny since then.

In this critical pformation, these enterprises have not only completed the qualitative pformation from "product manufacturing" to "brand creation", but more importantly, they have secured extremely valuable channel resources: the most business concept, the most powerful business agents, and the most hardware agents in the market.

Winning the first advantage in the industry has become the industry brand that takes the lead in communicating with consumers.

Among them, several famous brands in Jinjiang, led by Anta, are the foresight of successful pformation.

Other enterprises that followed later, without doubt, lost the second game -- resource competition.

With the successful pformation of Anta and other enterprises, other enterprises have followed up rapidly. For a time, Jinjiang brands have sprung up like mushrooms.

The ensuing celebrity endorsement war, the CCTV advertising campaign and the sports sponsorship war seem to be more logical.

After all, many of the Jinjiang companies are highly skilled in imitation.

For this reason, there are also the "Jinjiang channel", "Jinjiang phenomenon" and "Jinjiang model" that I have joked about.

The second Red Sea situation of Jinjiang's sports footwear industry has been re formed.

At this point, the success of the Olympic bid once again set off a more magnificent wave of this "Red Sea".

The author believes that the Olympic opportunity is the watershed of Jinjiang's sports shoe industry changing from "Red Sea" to "blue ocean" again.

In this important pformation process, besides the precise positioning of brand strategy, it is the most important to support the strategic management platform and the marketing system.

Brand communication is important, but if there is no support for the ground platform and follow up of the market, "how can the fur be preserved?"

In fact, although many of our enterprises have a reputation, they are weak in internal execution, weak in execution and insufficient in development.

According to the author's understanding of the market some time ago, many of our enterprises have gained popularity in the advertising war, and even the highest prestige of China's famous and famous brands has long been in the bag, but in fact, they are facing a lot of development bottlenecks.

The company's internal organization is lack of foresight, obsolescence and even departmental fragmentary; the operation process is chaotic, the management flow is blocked, the information of each level is asymmetric, the company, the general agent and the retailer can not manage the docking, the management of the company is almost out of control, the enterprise supply chain is out of joint, the reaction is slow, the sales opportunities have been lost again and again, the efficiency of the goods flow and the turnover rate of the funds are seriously low, and the channels are being pressed by the stock.

Caught in the difficult situation of the three party interest game; terminal operation management is too far away, and the position has been repeatedly eaten by rivals.

In Kunshan, Jiangsu, Anta has more than 13 stores in less than two kilometers of streets. In many county-level cities, there are more than two or three shops with more than two doors.

In such a brutal terminal resource grab battle, you do not have more precise strategic positioning, no molding marketing system, no corresponding management platform to support, how can enterprises get out of this vicious wave of "Red Sea"?

Who has enough capital to lose the third game?

In this critical period, some enterprises wake up faster, and quickly commit themselves to get rid of the "Red Sea" scrimmage, and concentrate on training.

The surface seemed to be calm and quiet, but secretly kept practicing in the closed door.

Some companies even cooperate with a number of professional consultants to link the key links of the enterprise operation value chain, such as the construction and optimization of marketing management platform, the construction of fast and effective supply chain, the improvement of the efficiency of goods flow, the intensification of channel planning and management, the optimization of the franchise sales and marketing system, the construction and management of direct system, and the control of regional branches.

They travel all over the world to win more valuable chips for the strategic positioning of the brand.

A man has no worries.

Therefore, in the face of the upcoming 08 banquet or watershed, 07 years is the last moment for our troops to fight.

Are you ready, please?

Hu Baoming: senior practical marketing planner, senior consultant of Shanghai to Hui Marketing Consultancy Co., Ltd., has been a leading position in several famous enterprises in China for planning and marketing management. At present, he mainly focuses on the research of domestic shoes and clothing market and modern enterprise operation, and has unique insights into China's footwear industry and enterprise operation.

It is a special contributor to many professional shoe and clothing media in China, and also serves as a marketing management consultant in several shoe and clothing enterprises.

Contact method: 13015832600QQ:342060981Email:hubaoming@163.com