The Rapid Development Of New 100 Len Has A Reason To Focus On The Running Market

< p > 7 or 8 years ago, the current Premier Wen Jiabao appeared in the news on the front line of the disaster. When the shoe was printed with a N on her feet, people's understanding of the brand name "New Balance", which was named N, still remained in "presidential shoes". Nowadays, the brand has almost become one of the most popular sports brands in Chinese cities. In 2012, new Pak Lun laid more than 800 stores in 142 cities in China, an increase of 313 over the previous year, and an unprecedented entry into the second tier cities in 2012. It opened more than 80 stores in Changsha and Xi'an in one year. Relying on the fierce expansion of the stores, the total sales volume of new hundred China is 50% higher than that in 2011. < /p >
< p > "business development in the Chinese market is healthier than any other market in the world." New CEO Rob Martini said. "There are three stages in the development of new Bai Lun in China: the first is to educate and cultivate consumers; the second is to continue to win consumers; the third is to combine local design to grasp the tastes of Chinese consumers." < /p >
The rapid growth rate of "P" has occurred under the condition that sports brands are generally in a predicament. As China's most stable market for more than a year, Nike announced its second quarter earnings in 2013, showing that Nike's Chinese market revenue was $577 million, down 11% compared to the same period last year, and the domestic brand situation was even worse. Taking 361 degrees as an example, the turnover of the company in the 2012 year was 4 billion 950 million yuan, a decrease of about 37%. Profits fell, stores shut down and inventory rates remained high. Most of the sports brands fell into hard times. < /p >
< p > thirty years Hedong, thirty years Hexi. 10 years ago, when Nike and Adidas easily won high speed growth, new Bai Lun was still suffering how to make people know themselves. When entering the Chinese market in 2003, when Xin Bai Lun tried the concept of running shoes and communicated with consumers, the response was plain. The turning point appeared in 2010, and the domestic running fever gradually began to rise. "Running sport is limited by the venue, easy to participate and the cost of participation is relatively low, so it has played an important role in the process of the change of Chinese national sports". CEO Zhang Qing, the key to sports marketing company, pointed out that the increasingly hot running craze has increased the demand for runners to wear equipment, and the new Bo Lun, who has paid attention to running shoes from the beginning, just caught the opportunity. < /p >
New P, who has been working in the field of running for many years, has accumulated professional reputation, and has gathered a large number of loyal running enthusiasts and running shoe collectors. Katara, 27 years old and fond of running, lives in Beijing. She is a serious lover of NewBalance. In her Beige wooden shoe cabinet, the new 100 series 574 series, 890 series and 996 series are discharged in a neat and orderly way. Almost every new brand of new shoes comes into the market, and she will rush to the store and pay attention to it. If she likes it, she will start a double. Zhang Qing believes that like Katara, heavy consumers often seek to upgrade their consumption in the process of buying shoes. They are no longer simply satisfied with the vanity of buying the brand, but will pay more attention to the intrinsic quality of the product itself and the location of the brand in this field. "There is no way for an enterprise to distribute its strength evenly." Zhang Qing believes that compared with Nike and Adidas in the field of football, basketball, running and other categories, new Bai Lun has long focused on running, making it the first association in the brand, Nike points to basketball and Adidas points to soccer, and new brun is naturally linked to running. < /p >
Beyond P, the popularity of new Bai Lun is still an unexpected joy. In the Korean drama "secret garden" to "beautiful you" frequently appeared, and South Korea Street photographer Lee Hyolee has been photographed feet on the new Bai Lun; on Taobao search "New Balance", will appear "Yang Mi Sheenah the same paragraph" the word... Celebrities and cultural effects have made it fashionable for young people in Asia to become fashionable in Asia. Peng Yuhui, product manager of new China, pointed out that lifestyle shoes do sell better than sports performance in the two major footwear categories of new Bai Lun - paying more attention to running performance and designing more routine lifestyles, because most consumers buy shoes not only for running, but also for their daily wear. < /p >
< p > {page_break} < /p >
< p > RobMartini remains vigilant about this. "I want to emphasize that we are doing well in our lifestyle shoes, or because we have historical accumulation in sports performance. This is not easy, so we will not spend money on emphasizing that we are a pair of shoes that represent fashion, because fashion is always changing. Therefore, Rob Martini said that the new Bai Lun will continue to focus on professional sports investment, as far as possible to enhance the sales of sports shoes. "We spend about 80% of our brand marketing expenses on running." In October 19, 2013, the new Color competition was held in Shanghai. It was a relatively short run, which was only 5 kilometers, which was mainly used to attract primary runners. When it was held in Beijing in August, it attracted more than 20 thousand people. The number of matches was also increasing year by year. Next year, Color Run will be increased from 5-8 to 2 in October 19, 2013. Martini also said that new patlon will continue to sponsor large running events, and the new marathon sponsor in 2014. < /p >
< p > sponsorship is to expand the market potential and attract new customers. Rob Martini hopes that more Chinese consumers will be familiar with the brand of new brun. In new brun stores, employees will receive continuous training to ensure that customers who do not know new brun can get more explanations on brand stories. Consumers can also see more new products manufactured by new brun according to China's unique needs. "In China, customers' desire for new designs and new styles is stronger than other markets, which means that we need to be more creative and we will have more attempts." Rob Martini said. Starting in 2011, new Bai Lun pushed the "Zodiac shoes" of different Zodiac years into the Chinese market. < /p >
At the same time, new Bai Lun also subdivides the running shoes type by P, deeply ploughs the specialized running market. Peng Yuhui said that this year, they will classify the running shoes from the perspective of design -- mainly the design of the soles -- to divide the sports performance products into three product lines: Run Fast (fast run), Run Far (far away) and Run Fit (running comfortably). The first two parts are for the runner who pursue the speed and need to run the marathon for a long distance, while the third products are mainly aimed at the mass consumers. It has the same characteristics as the running shoes, provides enough support and combination for the feet, and will also make a great deal of color in the foot, and will also present a more novel design on the vamp. < /p >
< p > "new hundred Lun develops very strong in China. Our sales doubled this year, and I hope it will double again next year. In the next ten years, there will be great changes in China's sports shoes market, "Rob DeMartini predicts. In Zhang Qing's view, such forecasts are too optimistic. Usually, there are two ways to achieve performance growth. One is to rely on multiple outlets, to open more stores, and to increase sales. The other is to increase sales of single stores by increasing categories and improving the prices of single products, so as to increase profits. "The latter is not applicable to the Chinese market. At present, the new balun is still in a stage of horizontal growth, that is, to enter the mall or open a special store. At present, the cost of shopping malls is getting higher and higher, and the physical shopping malls are also greatly affected by the electricity supplier, so this is a difficult process. < /p >