He Jun: Channel Sales Should Follow The Trend Of The Market And Find A Way Out.

In the face of the new football market, He Jun, who has just arrived at SUNAIS early this year, has had a completely new situation in just half a year.

Every time the new brand starts, He Jun thinks that there should be a "empty cup" mentality. Every change of channel should follow the market trend to find the way.

He Jun, who has rich experience in sports shoes and children's shoes, came to sulai lion early this year to take over the football shoe business.

Although soccer shoes and children's shoes are all footwear products, they have very different industry characteristics.

"Formerly in wink, sales of brands were mainly in the big circulation market, and later to KLAOSD, the high-end shopping mall channel mode was followed.

However, after the field of football shoes, it is found that there is hardly any intersection between the sales channels of football shoes and the traditional channel mode of Jinjiang's local brands. Whether it is Nike, Adidas or other international bigwigs or domestic sporting goods giant stores, there are only one or two sets of football shoes series display, and almost no football shoe stores or counters are seen on the market, and the sales of football shoes are basically focused on comprehensive sports shops and group buying channels.

He Jun told reporters.

In the face of the lack of the original channels, this time, He Jun still believes that only by finding the right channel can we promote the rapid development of the brand and the market, and the comprehensive sports shop is the most suitable channel mode for the football shoe brand at present.

Therefore, from the beginning of the year, he and the company's marketing team visited the sporting goods agency operators in various major markets one by one, and entered their comprehensive sporting goods shops through trial marketing.

At the same time, in order to increase the brand reputation, He Jun also led the Shu Lai lion to sponsor the football equipment of the Asia Pacific Youth Games, and endorsed the professional image of the brand, which made a good market reaction.

"Science and technology innovation can be used to search for the sun," which is a phrase written by Terry Gou in a couplet. He Jun likes it very much. "Especially in today's highly competitive market, technology has become a weathervane leading the development of the footwear industry."

It should be said that a pair of top football shoes has far more technology than a pair of top basketball shoes and running shoes.

To evaluate the level of shoe making in a sports brand, the design and manufacture of football shoes should be focused on.

On this point, specifically for the Chinese foot type, SUNAIS Shu Lai lion is working with designers in Spain and Italy to launch two series of football shoes at the core of safety protection technology.

But no matter how advanced the technology is and how new the concept is, the reality is not very optimistic.

"Most consumers are still not familiar with football shoes, let alone football shoe brands.

With the development of football shoes, more and more attention has been paid to the development of Volkswagen football shoes.

Maybe football shoes will never reach the popularity of skateboard shoes, jogging shoes or basketball shoes, but people are still interested in this high-tech shoe.

He Jun thinks.

Just as Nike and Adidas have stepped up the improved design of football shoes, max air cushions are loaded on the hard nail soles to enhance comfort, or to replace the broken nail soles with A3 damping technology. Such shoes can not only be worn to play football, but also can be used to walk along the street with tidal clothing and tide pants.

In He Jun's view, SUNAIS Shu Lai lion can also integrate more football culture into a series of product lines. On the one hand, through the sponsoring of local club activities, the "forum platform + activity" approach is adopted to accumulate some of the users' opinions in the football game, gradually forming the reputation and influence of the brand in the professional market; on the other hand, gradually establish a self forum platform and gather up these people, and better display the football culture contained in the brand through football competition, so as to promote the sales of the relevant football sports products, and make the football shoes a fashionable street shoe.

Impression of people to cope with market changes with empty cup mentality

Character card: He Jun, director of marketing of Quanzhou City Sporting Goods Co., Ltd., has its own unique practice in new market startup and channel construction.

From King wink, KLAOSD to SUNAIS, every new brand and new market development, he can make a detailed decision plan for the new brand to develop a niche market with many years of experience in the market.

Over the years, with the highly monopolized brand of sporting goods industry, more growth enterprises can only seek opportunities in the market segments, and He Jun is in such an enterprise to open new markets with them. In the face of every new brand launch, he is faced with different market changes with an empty cup mentality.

Every last

The starting point is different and the industry background is different. The rapid development of the information age has also made the channel change rapidly. In He Jun's view, a brand's development channel should go ahead and have a clear channel planning before it can have a clear brand positioning.

For a professional manager like He Jun, who is very familiar with Jinjiang enterprises, he has a lot of resources in his hands. But if he sells different products in the original channel, whether he is right or not, can the inherent channels really adapt to the new market products?

The answer must be No.

Therefore, He Jun believes that the birth of every brand must be based on the new market and the new trend.