Quanzhou Shoe Enterprise "Global Order Meeting" Mode Comes Out

A new round of international expansion of local sports brands has attracted news from the industry. Recently, the industry has heard the news that the Fujian winter PEAK Products Group Co., Ltd., which is scheduled to convene in the middle of this month, will offer the flag of the "global ordering society". In addition to inviting domestic distributors, more than 40 distributors and agents from more than 10 countries in 4 continents will be present.

Expert analysis pointed out that the order of local sports brands will upgrade from the "national" to "global", which has a great breakthrough significance, marking the new round of international expansion of the camp has ignited the flames of war.

New breakthrough: orders will be upgraded to "global" PEAK general manager Xu Zhihua said: "we will name this autumn and winter product order" global order meeting ", which is based on the fact that the situation is different from the previous national order meeting.

This time we invited distributors and agents from all over the world to come to China to order.

"Today, we have become the official market partners of NBA, the official sponsor of the bucks and rockets. With this opportunity, we will improve ourselves again with the help of this year's Olympic Games, enhance the brand's international strategic goals, and enhance the confidence of dealers at home and abroad through this large-scale new product launch."

He said that at present, PEAK has basically completed the network laying of most major countries in Asia, Europe, South America and Oceania, and the marketing mode is basically consistent with the domestic market, that is, each country has a general agent, which is equivalent to the domestic provincial agent.

The implication is that PEAK's choice of product orders will be upgraded this year, at least considering the two conditions that must be initially established: the global brand building and the global framework of the channel.

As for the specific structure of global channels, Xu Zhihua revealed some information to reporters: "we found a strong importer in every country as an agent, distributing products to two or three distributors through their local channels.

In addition, we also cooperate with retailers in many countries, and products directly enter terminal sales.

Unlike domestic operation, we do not have exclusive stores abroad.

There are two main reasons. First, foreign retail formats are different from domestic ones. Domestic retail formats are more abundant, while foreign countries are relatively single.

Take the United States as an example, there are only two types of retail business, one is a professional chain store, such as professional sports chain stores, there are all kinds of brands in the store, which belong to the retail terminal of high-end products, and the other is supermarkets, such as WAL-MART, which belong to the retail terminal of popular products.

Secondly, the cost of opening a special store abroad is very high. The annual salary of an ordinary salesperson is about 20 thousand to 30 thousand dollars, that is, nearly 200 thousand yuan RMB, and the store rent is quite high.

Industry background: internationalization initiatives are not just PEAK. In recent years, many sports brands in Quanzhou have begun to embark on the journey of brand internationalization, or make use of overseas resources.

In terms of market development, Anta opened a special store in Singapore, set up a monopoly hall in a large shopping mall in Russia, opened 361 stores in Burma, and XTEP set up stores in Thailand and Malaysia.

In terms of brand building, Anta and NBA's rockets formed strategic partners; Hongxing Erke and the North Korean Olympic Committee, XTEP and Belarus Olympic Committee, Kang Tai and Lithuania Olympic Committee, Lu You and Tajikistan Olympic Committee marriage.

XTEP also works with Walt Disney, the United States, to launch Disney sport series supplies to enter the domestic market. The former president of DAE Rong chemical company, Jin Zhengzhu, has become the general manager of the company in Sanming new industrial district.

Expert opinion: in the second stage of international expansion, expert analysis shows that Quanzhou sports brand is accelerating the pace of international expansion. It has entered the second stage characterized by international brand operation and international market network laying.

"When PEAK, Anta and other brands were just beginning to marry NBA, I think the main purpose is to rely on the resources of NBA and the influence of NBA on domestic basketball fans to feed the domestic market. Their main market is still in the domestic market, not the foreign market.

However, enterprises continue to dig deep into the NBA competition resources, and continue to integrate, configure and utilize other overseas resources, and gradually establish the relationship between the brand and the international market, which will provide opportunities for local sports brands to expand in the international market.

Professor Zeng Lu, vice president of School of business administration, Huaqiao University.

However, he believes that the Quanzhou sports brand should not enter the international market now. The main reasons lie in the following aspects.

First, the domestic market itself is still very large, and there are still places to do. Two, local brands do not know the overseas market as well as the domestic market, while overseas market research is necessary. Three, it is also a process for overseas consumers to understand and approve our brands. This is not a temporary achievement.

In addition, the expansion of the international market requires higher product research and development, market information collection and so on.

It is a challenge for the production and R & D ability of the enterprises to enter the overseas market in a large scale. It is not easy for the developed countries to enter the market in an all-round way, but it is still more opportunity to enter the market of developing countries in a large scale.

"However, for the introduction of the international market, I think enterprises should rely mainly on agents. Each country will be promoted and sold by a powerful agent in the country market, and then rely on this agent for distribution. This is the most direct way."

Zeng Lu said.