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Sports Footwear Industry Finds A Hot Spot In The Low Line Market

2013/1/23 10:31:00 25

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Sports Shoes And Clothing Industry Shoes And Wear Market Shoes And Clothing Brand

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China's market has been the two yuan structure market. The first line market and the low line market are seriously separated, following different marketing logic.

There are not many enterprises in the two market.

Therefore, there has been a phenomenon in the marketing world: it is difficult for multinationals to go deep into the low line market, and the low line market is a haven for Chinese enterprises.

After P accession to WTO, many people think that small Chinese enterprises are not rivals of pnational corporations.

I can't imagine that Chinese enterprises are getting bigger and bigger under the eyes of multinational corporations.

To a large extent, this is due to the segmentation feature of the Chinese market.

many multinationals tried to cross this chasm, but the outcome was often unsatisfactory.

P & G used to "go to the countryside for the three time" and failed every time.

Kangshifu once designed a low-end brand "Fu Man", who specializes in low-level market, and failed.

The market structure of two yuan is a product of history and will eventually disappear.

In fact, the two dollar structural characteristics of the Chinese market are weakening.

The urbanization of rural market and terminal of channel market are forming an irreversible trend.

if China really achieves "urban and rural social and economic integration" in 2020 as the third Plenary Session of the 17th CPC Central Committee, then the speed of convergence of the two yuan structure will also accelerate.

when the first tier market is maturing, the two or three tier market is more attractive.

Competition in the first tier market has become a giant competition between KA, and the result of competition is inconsistency in input output.

according to the information feedback from the enterprise, roughly estimated that 70% of the personnel and 70% of the investment in the first line market will generate 70% sales and 30% profits.

A large number of enterprises appear to "channel KA" phenomenon.

when the first-line market matures, the two or three line market is becoming an emerging market in China, where we can see rapid growth.

The growth of enterprises needs to find fast growing market support. Now, enterprises choose the two or three line market.

Before P, China's market structure is first-line brand, and the two or three line brand is the two or three line market.

There are many years to live in.

recently, the first-line brand began to enter the two or three line market.

A typical industry is the sporting goods industry. The international first-line brands, Adidas and Nike, have entered the two or three line market, which has become their marketing strategy.

The most important impact of the international first-line brand on the market is the domestic brands.

Lining had a lot of pressure in 2011, and the pressure of sporting goods brands in Jinjiang and other places was even greater.

From the information feedback from agents, they are in pition.

Because the product quality of sports brand is very high, the possibility of product segregation is very small.

The two or three line brand originally has the price superiority, but along with the international first line brand price trend towards the populace, the two or three line brand price advantage is also weakening.

embarrassment of front-line brand

in fact, not only in sports industry, but also in other industries.

KA is penetrating into the two or three line market, and supermarkets are infiltrating into towns and townships.

The terminal integration speed of the "P > two or three line market is very fast, which creates the conditions for the entry and exit of the international first-line brand.

some people are very pessimistic: the first line and the two or three line brand are separated in different types of markets. First line brands want to slow down the market penetration in order to maintain their brand image. Now they compete with each other, and the competitive advantage of the two or three line brands is almost totally lost. How will they survive in the future? Who will be the future of the two or three line market?

What is the competitive advantage of the international brand? P is neither product nor price.

From the perspective of products, Chinese enterprises have strong learning ability. From the perspective of price, Chinese enterprises always have advantages.

The competitive advantage of "P" international brand is the symbol of value represented by the brand, thus forming symbolic consumption.

This is a kind of consumption characterized by "worship".

The formation of such consumption is the result of Chinese consumers' yearning for the way of life of the developed countries, and is the result of the "high beating" of the first-line brand.

In order to maintain the symbolism of its value symbol, multinational corporations have been reluctant to lay down their role and abandon the broad two or three line market, thus raising the two or three line brand of China. P

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nowadays, the international first-line brands enter the two or three line market, which means that their image in the eyes of Chinese consumers will be greatly reduced.

for example, a few years ago, a self proclaimed international brand "a href=" http://www.91se91.com/ "target=" _blank "> clothing < /a > enterprises, quickly entered the two or three line market. Although sales volume increased rapidly, it was finally called the" township head overalls "by consumers, and now almost quit the market.

before entering the two or three line market, the international first-line brand has been very embarrassed.

In order to maintain its image and social value, it is necessary to "stay high" and expand sales volume.

After entering the two or three line market, P will be more embarrassed.

Sales expansion is certainly a harvest, but in a few years the brand image will be greatly reduced.

if there is no sign of value represented by the brand, what will remain in the first line brand?

originally, with the more confidence of Chinese consumers, as the first-line brand is getting closer to us, the symbolism of the international first-line brand and the symbol of value is decreasing.

This trend will continue to strengthen as we enter the two or three tier market.

Most industries in western countries have achieved industrial concentration. The rest are all international brands. Consumers do not look at them with lofty eyes. P

After entering China, they are highly regarded by Chinese consumers. This is the result of Chinese consumers looking up to them.

After entering the two or three market, consumers will gradually "look" at them.

Therefore, the first line of brand access to the two or three line, the first impact may be two or three line brand, the final change may be the first-line brand itself.

before, there is a "brand ladder" in the eyes of consumers. Front-line, second line and three line brands are the brand ladder of consumers' minds. As long as the income allows, consumers usually buy the "preferred brand" in mind. With the first-line brand entering the two or three line Market, some two or three line brands will disappear, and the influence of the first-line brand will decline.

Therefore, there will be "brand similarity" phenomenon.

That is to say, the brand image of the first line is reduced. After the two or three line brand is eliminated and integrated, the remaining brand image will increase.

death, there is no way out > /strong > /p >

the first line brand "high opening and low walking" will have a great impact on the two or three line brand, especially those industries that consumers regard as symbolic products, such as the washing industry, the clothing industry and so on.

But the impact on the mass consumer industry will be very limited, such as the food industry and the daily necessities industry.

Generally speaking, convenience products have little influence, and the purchase products have little influence, but the impact on special products is relatively large.

because the first-line brand compresses the survival space of the two or three line brand, it will speed up the concentration of industries in many industries, and change the phenomenon of "big boss" in some industries, so that bigger companies can do more and make the damned enterprises die quickly.

China's two or three line brands are too many, so the Chinese market will not accommodate so many brands.

Without the concentration of brands, China will not be able to produce first-line brands that can be recognized by the world.

Therefore, the first tier brand to enter the two or three line market is both a trend and an important driving force for industry consolidation.

If P two or three line brand is based on the two or three line market, their disappearance is just around the corner.

The reason why Haier is relatively popular in China is largely because it is moving internationally.

"P > brand" is a psychological look up.

The more you go up, the more consumers look up to you.

Do a good job in the first-line market, the two or three line market will look up to you.

In the international market, consumers in China's first tier market will look up to you.

when the enterprise size is small, the two or three line market really "nurtured" small and medium-sized brands, giving Chinese enterprises the opportunity to "space for time".

Now, front-line brands are compressing the space of the two or three line brand, if they no longer create new space, the two or three market will not be their future.

WAL-MART rises in the rural town of the United States, but has always been in the layout of the first tier cities in China.

When WAL-MART became the largest retail business in the United States, the country's small shops basically disappeared.

first tier brands entered the two or three line market and began the process of China's market integration.

This integration will eventually change China's numerous industry structure and business structure.

Haier how to explore the low line market /p >

when more and more rural residents and urban residents move to more urbanized areas, even the remote and immature three or four and five line areas will become more competitive, promote the growth of the consumer market and expand the economic applicability and feasibility of commodities.

Haier, P, is a pioneer in the rural market, and 40% of its revenue comes from the rural market.

Haier's success is based on a real understanding of market end consumer demand, and then has the ability to design new product categories for rural consumers, bringing innovation into products.

when farmers were told to wash vegetables with washing machines, Haier specialized in producing washing machines for this demand.

Haier also reduced noise and prevented rats from climbing into the washing machine, because rural consumers said noise and rodent prevention were the two most important factors.

in addition, rural consumers are more sensitive to price. In order to meet the unique needs of the three or four and five line markets, setting the appropriate product prices is also one of the manifestations of product innovation.

For example, a company can offer cheap products or cheaper products from the beginning and sell products separately, rather than multiple product combinations.

Sales promotion, buy gifts, rebate and other marketing tools can be more intuitive to attract rural consumers.

in other words, the concept of brand awareness and brand loyalty in rural < a href= "http://www.91se91.com/news/index_s.asp" > shoes and clothing market < /a > has less influence, while cost saving is more attractive and can bring instant benefits.

It also means that in the rural market, it is easier to form a vicious price war among enterprises.