Channel Secret Warfare: The Feast Of Shoes And Clothing Enterprises

Xiang Chuang sword, intended to be Pei Gong; Xiang Zhuang easy to get, Pei Gong is hard to find; in the capital, the heart in the channel; capital easy to get, the channel is hard to find; from the 2008 Beijing Olympic Games opening only more than 400 days now, the Olympic concept will be the shoe companies attract investors eyes of a trump card.

Sporting goods giants are fighting hard. The successful listing of LI-NING and BELLE has led to the success of Hongxing Ke's purchase in Singapore. China and Hong Kong shoes, trends and Anta are heading for Hongkong. Big brands including XTEP, Hyde, PEAK, del Hui, Jordan, 361 degree, and gold lake have begun to enter the listing process.

The power of capital seems to be playing a big role in the fast developing and competitive sports products industry.

Channel and brand is undoubtedly the two killer of sporting goods companies. If the brand is to win the world or the channel, the channel will always be a battleground for sports goods companies.

In the prosperity of capital market, sporting goods giants are playing their own good role in the capital market. No matter whether they are self insured or not, they are showing the fierce fighting in the channel.

The "Hong men banquet" has long been a prelude to a new era of capital struggle.

From the perspective of market segmentation, the five generation and ten countries, VS, are divided into three main categories: comprehensive sports, special sports and fashionable sports. The typical representatives of these companies are shown in Figure 1.

From the perspective of product characteristics, these companies are positioning themselves as Brand Company, and brand competition is a magic weapon for them to compete in all fields.

Chart 1. The main brand of the domestic sporting goods market is from the perspective of channel expansion. Throughout the domestic sporting goods market, the era of the former five generation and ten countries seems to have passed. The era of the five generation and ten countries has not yet arrived. In this era of "war and chaos," all the Lords and horses are engaged in the vigorous development of the sports industry.

From the perspective of genealogy, there are three main princes who are active in the market: first, the national brand that surrounds the city from the countryside.

Represented by LI-NING and Anta, after more than 10 years of development, based on entrepreneurship and experienced from general agent to branch office to urban agent to self built channel, the battlefields also moved from the three line market to the second tier market, and then worked hard to enter the first-line market.

It is precisely the unyielding spirit of the genes that makes the National Army enter the mainstream society and eventually become a party force. However, tactical temporary success can stop the strategic brand of foreign brands.

Second foreign brands from cities to rural areas.

Represented by NIKE and ADIDAS, after more than 10 years of exploration, Hongkong as a springboard, directly into Shanghai and Beijing such as mega cities, and then recruited, with "thick Lu" recruit good fortune, "money" to "Mountain King", with strong capital strength and rich experience in the industry, after a few years of lurking, fighting the front-line market, the second tier market, with the power of thunder, the overwhelming majority of the mountain.

At this point, the national brand really learned the great power of "strategy".

The third way is the retail brand from the factory to the market.

Represented by BELLE and Bao Yuan, after more than ten years of war, capital is the stage for pursuing the strategy of "Devils going to the villages and being quiet". They continue to encroach on the terminals of sales channels throughout the country, and firmly control one after another battlefield. When the two brands of foreign brands and brands are awakened, retail brands have been waiting for them for a long time.

At this point, the war has been fixed, only peace talks.

The result is that only the other two princes bow down to them and worship the retail jaws as "generals".

It is precisely because of the emergence of the "generals" that more and more "soldiers who want to become generals" are eager to try. A channel war has been raging in full swing. With the manipulation ability of the two super giants of NIKE and ADIDAS, agents are forced to compete with each other and expand rapidly, and the market share of their brands has been greatly expanded.

The three big channel giants (BELLE, Bao Yuan, leader) can really be seen as tragic and wonderful, and each has their own advantages. They rush to the one or two richest cities all over the country for a while, and seize the city to pull up their stores.

BELLE, Bao Yuan and leader are the channel of multi brand channel, and ANTA has joined many brands' wrestling games based on the consideration of enriching the theme of listing.

After many setbacks and efforts, ANTA has become the general agent of ADIDAS Shanghai and the general agent of KAPPA Fujian.

VS is seeking to win the title of Beijing. With the strong support of the great concept of the Olympic Games in Hongkong, LI-NING has become popular in Hongkong after its listing. In 2006, its market value increased by 128.5% (to 1 billion 629 million US dollars). It not only made the flagship of the 10 billion sports brand and a number of super rich LI-NING brands, but also saw the huge space of Chinese sports brand and sports market at home and abroad.

Thus, in the short span of two or three years, the Chinese sports market and the capital market embraced passionately, and the enterprises that fully integrated several sports concepts hit the market in 2008.

The number of shops in the echelon shop, the number of self run shops, the number of Nike's sports brands, foreign capital NIKE, about 300 of the Adidas brand, foreign capital, Japan's ADIDAS, about 1500, or so, MIZUNO's brand name, foreign investment, PUMR, second, 1000, or so, Nike's CONVERSE brand, foreign and American CONVERSE second second, or so, about the foreign brands of Germany, REEBOK, and so on. About Lining sports brand, the Beijing sports center is about LI-NING, the first is about 2000, the trend is sports brand, the private Beijing KAPPA is about MIZINO, the sports brand is about MIZINO, the private sector is about ANTA, the sports brand is about or so, the private Jinjiang is about XTEP. Company name positioning, time to market nature, headquarters brand name

.12 private Jinjiang Hongxing Erke third 4000 or so, about 2008 of the PEAK sports brand is around 2008 of the private sports Jinjiang PEAK third 3000 or so, the Jordan sports brand is about 2008 or so, the private Jinjiang QIAODAN is third 2500 or so, or the BELLE sports retail is the most popular agent in Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, Shenzhen, China and so on, and Shenzhen is the most popular brand in Shenzhen, which is the most popular brand in Shenzhen. It is also known as the Shenzhen sports agency and the AMT market.

In China's sports market, NIKE and ADIDAS can not be listed independently. The domestic brand LI-NING has been listed. The rest of the international brands, KAPPA and domestic brand ANTA, are the leading players in the domestic sports market. The plate is big enough and the momentum is strong enough, which is in line with the appetite of the capital market.

But how can China's sports market craze, led by NIKE and ADIDAS, lack their ambitious performances?

But this time, we can only complain about being behind the scenes director. We will actively promote BELLE, Bao Yuan, and lead the three major domestic sports retail giants to fight and fight at the stage.

Channels and brands are always the capital of the sporting goods companies to take money on the market. Whoever masters the terminal and who controls the channel is the winner.

Facing the crazy capital market and the fast developing consumer market, capital, brand and channel become the "three women and one play".

Occupy the mountain is king VS, the trend of the integration of the channel is already unstoppable. After the listing of BELLE, the price is about 50000000000, and 10 billion of the cash from the stock market is bought. The acquisition and integration of new channels has been ambitious, energetic and unstoppable. Bao Yuan originally came from the aristocracy, and the noble body has long been fighting on the battlefield by CONVERSE brothers.

There are also a group of "Mountain Kings" dealers scattered around all over the world. They are even hesitant about the two days of ice and fire. They accept acceptance or stay at the end. No one can give them answers except the market.

BELLE: so the BELLE company, which is beautiful and started by BELLE shoes, has pushed the brand of women's shoes to China's first chair in a few years, and has completed the accumulation of huge capital.

Founded in March 8, 1992, the BELLE group, formerly known as Hongkong Lihua Shoes Trade Co., Ltd., has rapidly changed its way into sports brand agency industry after predicting the development trend of sports brand in China.

In just a few years, it has leaped to NIKE, ADIDAS, LI-NING, KAPPA, NEW BALANCE, the world's first jeans "Leli" s, Hongkong beauty Po Company (CAT and other outdoor brands general agent) and other international famous brands in China's largest partner.

It is in the past few years that when the princes everywhere are still growing or cautiously crossing the border, BELLE has become the leading agent of international sports brands with the wealth and connections of women's shoes, especially the close relationship among famous shopping malls around the world.

Since then, we have built a landmark "Tao Bo sports city" in the golden commercial district of Beijing road in Guangzhou, which combines the international popular sports mall mode with the International Federation of sports brands, so that the first, second army of the international sports brand quickly subservied the banner of BELLE.

2006