The Price War Of All Major Sports Brands Has Started This Summer.

Immediately to the sports brand sales season, the major brands began a new round of promotional war, but its tactics are still new, price war is still in the lead.

Reporter visited the market found that from the international line brand to the local four line brand, no one is in the big discount, there is also a discount, such as gifts, and so on, which has become a weakness of the local brand premium. Some products are even different from the wholesale price, and the brands and distributors are not profitable.

Reporter comparison found that compared with international brands, local brands in the discount beyond the gifts, such as dark folded, more attractive, but also become a salesperson's heart disease.

In the afternoon of May 12th, a salesman in a large shopping mall in downtown area was very busy, but the headache for them was that there were too many people to consult. "Many people saw promotional activities on the Internet and wanted to try them first." the desire to buy on the spot is not strong enough, "said Nike.

Although franchised stores have already offered 6~7 discount, they are totally uncompetitive compared with the 60 percent off or even lower level of online promotion. "The happiest thing is that they do not have that style in the shop. When the guests come, they will see which pair of them are in the shop and buy them directly after trying them out."

A young saleswoman looked at a couple who had just left, and her face was disconsolate.

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The new product discount began last summer with 40 percent off of new products. Local brands, who feel pressured, have to increase their prices while reducing their discounts to attract consumers.

In a local famous sports brand shop, the price of the 2~6 discount has been hit. The discount for new products is higher in the new season, but it should be maintained at 50 percent off or above. The products with no main style or slightly outdated products are concentrated at 70 percent off.

"Even if this is the case, the guest is still shouting!" the shopkeeper told reporters with great reluctantly that after the discount, it would not be cheaper than Nike or Adidas, but the total price would not exceed five hundred yuan. The people who had this purchasing power would not choose the local brand, "more than 100 yuan, the best selling."

The invisible discount is hidden in the gift.

"When the guest has tried it on, and then hesitates after the inquiry, the gift will come in handy."

The above manager is also very helpless, take a pair of shoes 500 yuan hanging price as an example, after 50 percent off hit, leaving 250 yuan, often to send.

The stockings, accessories and so on can be concluded. The price of the gift tag is nearly 100 yuan. If the gift is more, it will also affect the appraisal, while the manager's control power is very small.

In fact, the discounted price war is even more damaging to local brands.

According to previous Nike and Adidas related reports, Nike's brand premium is about 13 times, Adidas is about 8 times, while most local brands are below 5 times the premium, and the actual sales are lower.

"This is a matter of cake size, which has little to do with cutting method. The same way, local brands are more hurt."

Guan Wenbin, a footwear designer of a listed company, is currently considering job hopping to another non-listed company, which has a salary of 120 thousand yuan at the end of the year, and a portion of the sales commission can be taken. What he entangled is how long he can be used in the new company: "it is a process of copying, from the design that the company has brought to the past, I do not know how long it will take."

Guan Wenbin has worked in two listed companies for about ten years. He feels the weakness of the existing design.

"There is no concept of designer at all, that is, to copy more strongly and make a few changes". The most important thing is to go to other brand stores. After collecting more than 10 years of information, there is no room for innovation. "The boss looks at the design of the big brand, which is the best seller."

Guan Wenbin believes that the result of this is that imitation will never exceed the real; in the era of brand purchase, strengthening design is not only the expansion of the team, but also the adoption of creativity.