Saucony Enters China'S Running Shoes Market

Whenever a newcomer intends to go straight in and try to run this sport, he can see on the Internet that the equipment for running shoes is often selected in Asics, New Balance or Mizuno. Some "equipment Party" will add a sentence: anyway, Brooks and Saucony can not be bought at home. In addition to Mizuno, the other four are the four most widely recognized brand of jogging shoes in the world. But now, you can place Saucony on the list.

In March 20th, Saucony announced the official landing in China, and also took the transliteration Chinese name St. John's "Find your Strong". This sentence is also described as "transcending self and stimulating potential". This was born in 1898. brand He has been concentrating on running shoes business, representing the three curves of the winding river and the implied meaning of the stones. In the 60s of last century, Edward White, the first American spacewalk astronaut, became famous after he stepped on the moon.

Announcing entry Chinese Market At the same time, Saucony also brought three high-tech flagship running shoes: the top shock Triumph ISO, the top support Hurricane ISO and the lightweight Zealot Zealot, and signed the Li Zicheng runner up in Wuxi this month to win the men's group in the international marathon. Such as Tmall flagship store Localization operations such as Jingdong flagship store and official micro-blog WeChat are also rapidly spreading.

Nowadays, the four brand of running shoes is already the three missing one in the Chinese market. For Asics and New Balance, there is another strong opponent at the moment. But for the general public, among these brands, the number of New Balance is the highest and most willing to spend time on marketing. Recently, New Balance launched a new advertising campaign called "Use Your Run" in the UK, and released a TV advertisement.

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In order to retain the Chinese market, luxury goods are coming up. Chanel and LVMH adopt the way of price adjustment to balance global prices, and Gucci has benefited from the popularity of luxury discount stores.

Facing the gloomy situation of the domestic luxury market, the European Outlets operators Value Retail and Florence Fingen group have expanded the business of luxury discount stores in China. They are adopting the shopping village mode combining shopping and shopping. The target consumers are luxury goods, but not rich enough to afford some middle class who have traveled abroad or domestic full prices.

The luxury goods contained in these stores range from Armani to Valentino, and then to Gucci. According to a report released by Bain, Gucci's current sales in China depend heavily on the existence of these discount stores.

The small village in Florence, which opened in Suzhou last May, now has more than $700 in unit transactions. They received 80 thousand tourists during the spring season, and predicted that the volume of traffic will reach 4 million in the coming year.

At present, there are 80 such stores in China, and they plan to complete the target of 100 new stores in the next 5 years. According to Paris Bank of France, these stores will bring 16 billion profits to China's luxury market in the next ten years.

Investors believe that there will be more and more similar stores in China. In fact, it is not difficult to think that the middle class is not bad at the moment. Their tastes are becoming more and more profound and even tricky. Cheap prices are obviously not the only reason to attract consumers. They also need shopping convenience, quality service and good design.

"Chinese people are very sensitive to prices, but they really dare to spend money," says Maurizio Lupi, director of Florence village. "Nowadays, customers do not have to go abroad to buy things as they do in Italy." Their small village in Tianjin is surrounded by European fountains, boats and colonnade, all in European style.

In fact, for the wealthiest luxury consumers, discount does not matter. They will still choose to go abroad for shopping, and this is the best time to travel to Europe. But for the Chinese market, such "small village" shopping centers are becoming more and more popular with their elaborate designs and accurate thinking of consumers.