Famous Brands Of Shoes Compete For Wangfujing In The Name Of Flagship Store.

What street is Wangfujing?

The answer to the shopping mall is certainly not wrong.

What is interesting is that with the opening ceremony of the flagship store of Anta Wangfujing in May 18th, the movement of Wangfujing became more and more colorful.

At present, only a few hundred meters of Wangfujing street, Lining, Nike and Adidas stores have two stores: among them, the north side of Wangfujing department store is tens of meters, and Lining and Adidas's flagship store live next to each other. The two opposite sides are Nike's flagship store; and from here to the northwest intersection of tens of meters north, Anta and Kappa are close neighbors, each with flagship stores.

Nike company has always been dazzling.

Not only the facade of Nike flagship store, but also a huge Kobe publicity board with hundreds of square meters, which is the roof of Kappa and Anta flagship store, and also a large billboard of Kobe.

Facing the unprecedented development opportunity of Beijing Olympic Games, the contention of the five sports goods giants in China has already become white hot.

Before the Olympic Games, the new layout reached 10 billion yuan in 2010, which is the most intense competition among the giants.

Flagship store represents the strength and image of a brand.

As early as 2004, Lining opened a flagship store in Wangfujing. At the end of January 2008, after further decoration and adjustment, the business area of Lining Wangfujing flagship store was larger and the layout was more reasonable, showing the comprehensive improvement of Lining brand after years of development.

Li Ning Co chief operating officer Guo Jianxin said.

In fact, 10 days earlier than Lining's Beijing Wangfujing flagship store, Lining's four - story flagship store opened in Nanjing Road, Shanghai, has opened the door to open the door, with a total area of 3000 square meters, and also set a record of the largest flagship store in the country.

It is noteworthy that, as a battleground for the military, Shanghai Nanjing road is also the main battleground for Lining, Anta, Nike and adiddi flagship stores.

Another background that can not be ignored is that after the Beijing municipal government identified Wangfujing as one of the 8 featured commercial streets recommended by the Beijing Olympic Games, Wangfujing's strategic position was more conspicuous. It also led to the front confrontation between Lining and Anta and Nike and Adidas before the opening of the Olympic Games in the first half of 2008.

Channel integration will inevitably lead to success or failure.

High investment is unavoidable before winning or losing.

By the end of 2007, Li Ning Co CEO Zhang Zhiyong admits that the initial investment cost of the flagship store is huge. Before it is profitable, Li Ning Co will allocate funds from the marketing budget of the Lining brand.

Take the newly opened flagship store of Lining Wangfujing as an example, the business area of the flagship store has been expanded from three to four levels after adjustment.

In addition to the graphic and embroidery processing business of Li Ning Co, the whole four floor also built an indoor basketball court.

Obviously, in the Wangfujing of the earth, Lining's flagship store is not too small, even Adidas and Nike can not compare.

Of course, Lining focuses on upgrading the image and quality of products and brands in the minds of consumers.

Reflecting the price of the product, it is easy to find out that the price of similar brands, such as Nike, Adidas and Li Ningsan, is about the same price. In recent years, the price of Lining basketball shoes endorsed by O'neal is even higher than that of the two giants in the field of sports shoes design and sales in recent years.

Kappa is also a high-end line for positioning fashion sports and leisure. It pays attention to "affordable" and cost-effective, positioning Anta consumers, the brand's profit margins and value-added are relatively low, how to base in Wangfujing?

"It's like taking part in a wedding reception.

You may not eat every 12 dishes at the wedding banquet. You always like and dislike it. "

Li Yuxiong, general manager of Ji Zhi Bao International Trade Co., Ltd. (hereinafter referred to as "Ji Zhi Bao").

Ji Zai Bao is the distributor of Anta in Beijing. Besides the Anta business counters in more than 40 shopping malls, the Wangfujing Anta flagship store is also set up by Ji Ji Bao.

Li Yuxiong said frankly, Anta will not give financial subsidies to the fierce competition of the flagship store in Wangfujing, but in his view, enterprises need to publicize their strength and brand image if they want to become bigger.

Indeed, in the face of increasingly fierce market competition, the difference between sports brand and product positioning has brought a certain dislocation competition pattern to Nike, Lining and Anta. Under this situation, how to find more terminal consumers who are in line with their brand positioning has become an even more important topic.

To this end, manufacturers are actively strengthening interaction and communication between brands and consumers, enhancing loyalty, such as Nike's Kobe disciple recruitment, Nike sports community and IRUN club, Adidas club, Anta rocket training camp, etc. on the other hand, channel integration has become an imperative choice.

Lining's 2007 financial report shows that, as at the end of December 2007, about 244 dealers have operated 5301 brands of Lining brand, new mobile brand and AIGLE brand franchise retail outlets.

In Beijing, Shanghai and 13 provinces and other first tier cities, Lining also owns 375 direct run Lining brands and AIGLE brand retail outlets and special counters.

As of December 31, 2007, there were 5676 retail outlets in Lining, a net increase of 1343 compared to 2006 (of which 5233 were brand stores, and a net increase of 936).

Interestingly, the annual production of sports shoes accounted for 17%~18% share of the world's total share of the industrial Limited by Share Ltd, also very optimistic about sports goods retail channel market.

The company has set up a Shanghai Bao Yuan sporting goods business limited company, from helping others to make shoes, to help others sell shoes, now has more than 3500 stores in China; and regional channels such as Li Yuxiong are also unwilling to be lonely.

In 2006, 4 domestic sporting goods retailers -- Shenzhen Hao Hao, Sichuan Jin Lang, Zhejiang Shari and Shenyang Peng Da jointly organized the leading sports products Co., Ltd. (hereinafter referred to as "leader sports").

Nike, a store in Wangfujing, is operated by Zhejiang.

In October 2007, the monthly sales of leading sports has exceeded 100 million yuan.