Great Bird Uses Differentiated Layout To Create Brand For People.

In recent years, with the successful closing of the Beijing Olympic Games and the promotion of national fitness, people's attitudes towards sports and leisure have changed greatly. Sports are becoming a part of people's daily life. More and more people are involved in sports attention and practice. This has further promoted the expansion of sports brand market capacity in China. The so-called "sea broad fish leap, high flying birds", will soon be landing on the domestic A share market Limited by Share Ltd, is to seize this historical opportunity, in the capital market wide space to soar.

　 Differentiated layout, competitive advantage is obvious

Two or three, four line city consumers have differences with the first tier cities in terms of consumer behavior, product preferences and consumption channels. According to the survey results of zero point, consumers in the two or three and four cities consider less domestic and foreign brand factors, and less attention to professional sports products than consumers in the first tier cities. Compared with the front-line city market with fierce competition in sports brands, the consumer price sensitivity of the two or three and four tier cities is high, which is more acceptable to domestic brands and domestic star endorsers. Therefore, the right location of the birds is concentrated, and the dominant resources are focused on covering the two or three and four line city markets, which improves the regional competitiveness of the brand and promotes the rapid expansion of the retail terminal in the reporting period. In the future, you will adhere to the dealer sales mode, give full play to the retail dealer's professional advantages, and tap the retailer's regional retail resources, so as to improve the efficiency and cost advantage of the marketing channel expansion of the brand. Besides, you will strengthen your brand investment and consolidate and expand the sales channels of the two or three and four tier cities.

As of June 30, 2013, Guirenniao The marketing network is distributed across 31 provinces, autonomous regions and municipalities directly under the central government. The 5508 retail brands of the most popular brand are operated with sound operation and strict control. The sports shoes and clothing market of the two or three and four lines has obvious advantages of marketing network layout. The number of retail outlets of the brand has increased from 4027 to 5508, and the total retail terminal area has increased from 282086.87 square metres to 415268.98 square meters. The rapid expansion of the marketing channel of the brand sells the business income of the company and greatly improves the popularity of the famous bird brand.

The company focuses on brand promotion, product design and R & D, and production of sports shoes. Your brand dealers are experts familiar with the regional retail market, and have rich experience in regional sales management, specifically responsible for site selection and operation. At the same time, you can closely cooperate with distributors through the channel management center to ensure that the retail operation is in line with your brand and marketing strategy.

Expensive birds invested a lot of money in brand promotion and promotion. From 2010 to 2012, the advertising fee increased from 129 million yuan to 191 million yuan. With the increasing popularity and influence of the famous brand, the competitiveness of the sports shoes and clothing products has increased, and the demand for more consumer demand has become the foundation for the rapid expansion of the marketing network.

　　 Be strict with yourself and bring leisure and comfort to consumers.

With the acceleration of sports and the process of non specialization, sport has become a fashion. The brand of fashionable sports has gradually evolved into a leisure sport that can be worn at home and can be worn on formal occasions. The brand that can also be worn on sports grounds is broad and has huge market space.

The vitality of sports brand enterprises largely depends on the fashion sense and comfort of products. This is precisely the factor that consumers consider in purchasing choices. The key factor determining whether products can be in the leading position in these two aspects is design and material selection.

The great bird has always attached great importance to the research on the fashion trend of the sports footwear industry. Through the powerful design team, it has the design ability of more than 1130 sports shoes and more than 1800 sportswear every year. In order to ensure the sustainable competitiveness of the brand, the company always emphasizes the good stability of the R & D team, and the distribution of the age structure of the team is balanced, so that the design team is healthy and dynamic while effectively inheriting the design experience of the senior designer. According to the prospectus, the company accounts for more than 60% of the young employees aged 30 and below, which is closer to the needs of the target consumer groups for the product oriented young birds. Through the combination of external recruitment and internal tapping the potential, the company enhances the strength of the R & D team, with a view to grasp the trend of fashion in a timely manner, enhance product value in an all-round way and meet the diversified needs of consumers, laying a solid foundation for independent research and development and building a strong national brand. By grasping the fashion trend and bringing together the top professional talents, the products of the famous bird brand have won the general recognition of the mass market. Your brand has a professional dealer control system, which aims at enhancing the profitability of distributors. It is composed of customer management center, channel management center, commodity operation center and retail management center. It is responsible for testing the regional market, guiding and controlling the sales behavior of distributors. It also provides distributors with comprehensive services such as marketing network layout planning, retail terminal location criteria, store image standardization, product display guidance and staff training, so as to help dealers solve practical difficulties so as to enhance the profitability of dealers.

　　 To enhance the profitability of distributors as the core

As we all know, dealers loyalty Built on the basis of continuous profitability in the company's business cooperation, the "right bird" is strictly controlled by strengthening the continuous profitability of dealers. Through the extensive and in-depth communication between the customer management center and the distributors, we can participate in the distributors' channels, retail and commodity management all the time. The long term customer agents are sent to the dealers' companies to understand the dealer's operation and the operation of the retail terminal. It can not only solve the problems in time, but also make real-time monitoring and continuous supervision for the daily business activities of distributors and terminal stores. This measure will not only closely link the brand with the distributors, but also ensure the profitability of dealers and ensure mutual benefit.

Through the channel management center, you can help distributors to develop a channel development plan one by one according to the market information, such as regional market capacity, consumption characteristics, competition brand situation and market development plan, and guide retailers through retail management center to conduct shop operation, merchandising, salesperson training, VIP customer management and other related work. With the continuous improvement of the management ability and operation ability of the dealers, it has effectively promoted the expansion of the brand marketing network, the growth of sales revenue and the development of regional brand influence.

　　 With mature supply chain as guarantee

Located in Jinjiang City, Fujian Province, the company is located in the largest sports shoes and clothing industrial cluster in China. It is known as "China brand capital", "China Shoes Capital", "famous sports clothing town of China" and "China sports industry base". The region has a complete industrial chain covering the production of surface accessories, sole production and processing, accessories production, garment processing, shoe manufacturing, warehousing and distribution, and shoes and clothing distribution market. It has a strong sports shoes and clothing production capacity, specialized garment manufacturers and a mature third party warehousing logistics distribution system.

By using the advantages of industrial clusters in the region, you can effectively integrate the industrial chain, pay attention to brand operation, R & D design and terminal channel construction, outsourcing raw material production, sportswear production and logistics distribution. At the same time, there are many long-term and win-win cooperation relationships between the giant bird and Tai Ya shoe Limited by Share Ltd, Fujian Wan Jia Xin Light Industry Development Co., Ltd., Jinjiang seven wolves clothing manufacturing Co., Ltd., and many other suppliers with strong technical strength, large scale, abundant production capacity, strict quality garment outfit factories, shoe material manufacturing enterprises and so on. Through standardized process management, we strictly control product safety stock and establish a fast and effective market reaction mechanism to enhance profitability.

　　 R & D team Good collaboration with suppliers

This is a historical opportunity for the Chinese government to popularize the national fitness program, from a sports power to a sports power, and a historical opportunity for sports to return to the public life. We should further explore the essence of the life of sports, and take the sport leisure as the focus of product development, which has created the connotation of "Happy Sports" of the brand of bird of honor, avoiding the direct competition with professional sports brand.

The marketing promotion of "noble bird" focuses on the brand concept of "sports happiness", focusing on the lifestyle and fashion of sports, focusing on portraying the brand image rather than the specific product. Through sponsoring the influential sports projects, we will carry out omni-directional, multi-level and high frequency integrated marketing activities, such as putting advertisements on CCTV5 and other national TV stations and mainstream Internet media, unifying the terminal image, and putting regional advertisements close to the terminal.