Under Armour, The Dark Horse Of The United States Has Been Galloping.

With the professional function of products, the sports brand Under Armour, which has been less than 20 years old, has surpassed Adidas in the US market and has become a dark horse in the American sports market. It has become a popular sport in the United States. It has become a black horse in the American sports market.

But the prospect of China's market is still uncertain.

After all, when Nike entered China, UA was just born for a year.

And compared with thousands of Nike and Adidas stores in China, UA has far less advantages than the former in terms of market familiarity and channels.

To put it simply, in the Chinese market, brand promotion is mainly based on stars, or fitness coaches under the line.

For UA, there are not many Chinese spokesmen for them.

It is also hard for Adidas to find some suitable sports spokesmen for him.

Or the old saying: Star sports have no stars; entertainment stars are not enough to exercise.

Therefore, UA may choose, and at the same time, is making a brand promotion from offline.

They have signed lots of gyms and fitness trainers.

The advantage of this is that the investment will not be very high and the accuracy is very strong.

The disadvantages are also obvious:

There is no fixed circle.

Therefore, if UA headquarters attaches enough importance to the Chinese market, it will lose money and grab both hands.

Otherwise, at least in the short term, make a choice.

According to the market data provided by Ou Rui consulting, in 2014, the share of UA in China's sporting goods market was only 0.4%, ranking twenty-fifth.

In the face of the fact that nearly 300 million of the population reach the level of consumption in the moderately developed countries and the reality that their performance is highly dependent on the US market, UA, which still needs rapid growth, must take the effort to chisel the gold mine in China.

Although UA has been very low-key and unhurried after its entry into China, it has been in the past year to open flagship stores and Chinese banks in curi and set up most new stores in Asia.

UA seems to have begun to accelerate.

So, how does the US black horse really want to come back to China? First, according to the core idea and product price of UA, UA should temporarily focus on T1-T3 city.

In low-level cities, UA lacks enough target consumers, brand awareness and price competitiveness.

Therefore, they will not be involved in the big melee of low-level cities.

And in the T1-T3 City, UA is basically the choice of better business circles and venues.

Accordingly, UA will probably be in 2020.

Open to about 800 shops.

There can never be a store like ADI Nike.

Since the size of the channel is so, the final volume of business is basically limited in a short time.

Therefore, I judge the goal of UA in China: the overall business should be one party, and the core category is the leader.

The boss here can be business or brand recognition and recognition.

Secondly, UA is cautious about choosing products in the Chinese market.

Careful observation of friends will find that UA has not yet launched their football products in China (Japan is there), and the most popular ones in the shop are training and basketball products.

The former is the core strength of UA, and the latter is the hot spot of UA.

For China's complex market, UA still has to write articles in its best area.

According to the characteristics of other brands, UA is a great opportunity for training costumes. There are not many satisfactory products in the market, including Nike ADI, which is not very good (potential Reebok is a X factor).

But in basketball, UA is very tired.

The major brands add up to almost all the basketball shoes products in the Chinese market range from 200 to 2000.

And UA has no advantage in terms of functionality, shape, story and cost performance.

At the moment, the momentum of Currie is very good, but this is not a long way to go.

So in basketball class,

And think of ways.

My judgment is: UA is not as good as Nike, but it will focus on several products and make breakthroughs in the Chinese market. Training and basketball must be the top priority.

What kind of products will there be? I think UA will definitely put the sports and leisure line into China.

UA Global has confirmed that there will be a sports leisure product line, and no one in Athleisure's business wants to.

In China, this part of the business is bigger.

Adidas's Clover and Neo, Nike's NSW and Jordan, NB's Retro running shoes, Reebok's Pump Fury have brought a lot of benefits to their respective brands.

It can be concluded that UA will not give up this business. (I don't know if the product has been sold for 16 years, please let me know if you know.)

Next, UA also has women's business to consider, mainly the products of Studio and Training.

Their advantage lies in their professional weakness. They are not famous enough, not beautiful enough to social.

In particular, the latter two are actually the core driving force of the Chinese women's sports business.

Nike is an expert in all two aspects, and Adi needs to be a little inferior.

But the two women's attention to the women's market is the same: they have opened a franchise store for women's products.

Fortunately, at present, the market is still in the stage of reclamation. It is time for UA to join.

Therefore, women's products will definitely be the highlight in China.

The product ended with several brand marketing.

In front of UA, I think there are two ways. If enough money is enough, two roads can be done.

If you don't have enough money, you have to choose two.