National Shoe Companies Hit The Top Of The Market "Pyramid"

The shoe companies carefully plan, like writing the Warring States biographies, breaking out several distinctive brand development routes, and stacking up a compact and compact market in 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 better in Jiangsu, Fujian, Zhejiang, Hunan and Guangdong and Guangxi, and Anhui is relatively medium.

Last year, the brand proposed the northern war plan, opened a direct company in Beijing, and attacked 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.

First Legion

Anta, XTEP, 361 degrees, etc., second Legion and third other legions.

There is a consensus in the footwear industry for the brand structure of the Pyramid Market: the annual sales of 5 billion -100 billion yuan are international sophisticated 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,

The first tier market refers to the one or two tier cities, namely, Shanghai, Beijing and other large cities as the primary market. The provincial capitals and special economic zones of other provinces are the two level market, while the three tier cities are prefecture level cities.

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 insider said, judging from the current professional sports market, strictly speaking, Quanzhou shoe brand has not done very 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.

A consultant organization official said: for sporting goods market, we can use the pyramid market metaphor -- international brands from the spire position, from the high-end market, starting from the national team brand, highly specialized, they lead the low end from the high end; the domestic brand is from the bottom of the tower to go up, and strive to get close to the high-end.