Brand Of Domestic Shoe Enterprises Impacting Market "Pyramid"

The shoe companies carefully plan, like writing the Warring States biographies, breaking out several distinctive brand development routes, stacking up a compact and compact market "Pyramid", forming a crisscross and dominant domestic force territory.

Quanzhou

In the domestic market, the major moves and market measures of several brands have aroused waves of attention.

Market means 1: Northern War plan.

The brand will become the ten sports meet partner at the price of 16 million yuan, aiming at achieving a leap from fashion to sports.

Because the South China emphasizes fashion and the North emphasizes durability, the brand is in Jiangsu, Fujian,

Hunan and Guangdong and Guangxi do fairly well. Anhui is relatively medium.

Last year, the brand put forward the "Northern War Plan", setting up a direct company in Beijing to attack the northern market.

Market means two: Guangdong offensive and defensive war.

Last year, a brand stepped up its efforts in capital and manpower to attack the Guangdong market and collide with another brand.

The brand adopts a strategy of lowering prices in order to open a regional market.

Those who hold a positive view believe that on the one hand, they can expand the market share and suppress the regional competitors; secondly, the capital turnover will be fast; and the third is to solve the problem of inventory.

Market means three: digest the stock market.

A brand specially set up a team to run around the country, according to the situation of different regions, help distributors to make ideas and promotions to solve many inventory problems.

Reporters learned that some dealers do not stock much, but exaggerate intelligence, in order to sell more favorable conditions at headquarters. Some stocks are large, but they do not explain or do not understand.

Therefore, the affirmative view is that this way of big tour is a very effective marketing terminal human resources support.

Market means four: win the CBA designated products at 60 million yuan to enhance its image in professional sporting goods.

Market means five: to create the concept of technology leader, in addition to emphasizing the four major shock absorption systems in product functions, it has also adopted the environment-friendly water-borne PU adhesive with high cost, and promoted the concept of technology and environmental protection.

The brand was also listed overseas last year.

Market means six: with the CCTV joint entertainment basketball program, while maintaining its mass sports positioning, but also to the development of entertainment.

The first group is Lining, Anta, XTEP, 361 degree, etc., second Legion and third other legions.

For the "Pyramid" framework of the brand market position,

There is a consensus: the annual sales volume of 5 billion -100 billion yuan is the world's leading brands, such as Adidas and Nike; annual sales of more than 1 billion yuan are domestic first-class brands; the next 500 million yuan and 200 million yuan each are a threshold, separating the first, second and third tier brands; the last one is 50 million yuan, while others think it is 70 million yuan.

A senior industry insider pointed out that the brand of Quanzhou as a whole is now in the two or three tier market.

He said that the first class market mentioned by the shoemaking industry refers to the one or two tier cities, namely, Shanghai, Beijing and other big cities as the primary market, and the provincial capitals and special economic zones in other provinces as the two level market, and the three level market as the prefecture level city.

Now the one or two tier market is basically the international brand and Lining occupation.

The domestic strong brands occupy second levels of positions, such as Lining and Anta. They are followers for international brands, and are leaders for domestic brands.

The third level is the two or three line level regional brand, which is well done in a regional market or in a province's market, such as XTEP and 361 degrees. These two brands represent the third level leaders and closely follow the leading brands of second levels.

Sports market positioning Anta, 361 degrees, Jordan, gold lake, PEAK, Iverson and other sports and fashion lines XTEP, Hongxing Erke, del Hui, Xide dragon, golden apple and other fashionable leisure routes such as "noble bird", "Mack", "Wordenka" and so on.

A senior industry person said that from the current professional sports market, it is strictly said that the Quanzhou shoe brand has not been done well in professional sports.

For example, professional sports brands should have a certain level of expertise, but there is no such brand in the whole region.

At present, the shoe brand of Quanzhou is in the professional sports market, mainly the basketball shoes produced by itself, which is recognized as professional basketball shoes, and some brands even have played tennis shoes.

"We can use the pyramidal market to describe the market for sporting goods," said one head of the consultancy. "International brands are starting from the spire, starting from the high-end market, starting from the national team brand, highly specialized, leading the low end from the high end, and moving from the bottom of the tower to the high-end.

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