Nike And Adidas Enter Rural Areas, Taobao Hopes To Achieve Brand Sinking

According to the world clothing shoes and hats net, a few days ago, the famous international sports outdoor brand.

and

Stationed in rural areas

It will be toured by nearly 30 thousand villages throughout the country through Taobao, which will accurately touch rural consumers.

Picture: sports brand that has achieved great success in Tmall hopes to achieve brand sinking through rural Taobao.

Constrained by the brand strategy and the cost of channel distribution, international sports brands have had many difficulties in entering the rural market. This has led to the existence of counterfeit goods and Shanzhai phenomenon in many brands of sports shoes in the rural market.

"It's the biggest pain for rural consumers to spend the same money but not enjoy the same quality products."

Zhou Liang, the head of the Taobao clothing and accessories industry, said that the introduction of brands like Nike and Adidas not only gave the village people more choices, but also satisfied their sports consumption needs.

It is understood that Nike and Adidas will choose cost-effective products suitable for the needs of rural consumers as the main products. At the same time, they will also fully integrate urban consumers in such sectors as preferential sales promotion, replacement and logistics.

With the growing demand for healthy lifestyles among rural consumers, many sports brands hope to reach the audience through the electricity supplier mode.

"XTEP, Lining, new brun, vans, ghost grave tiger, CONVERSE and so on nearly 100 brands have achieved good results in rural Taobao before, and sales of treadmills have been good."

Zhou Liang introduced that rural Taobao has become the preferred platform for sports brand sinking.

Photo: XTEP, who has settled in advance, has made use of village data to launch customized products for the rural market.

"For sports brands, it is becoming more and more fierce to reach mainstream consumer groups through online channels, and sinking to the countryside through e-commerce platform is becoming a new road."

Zong Jiang, director of XTEP brand business channel, said that the two to six tier cities have been the main market of XTEP, but as modern people become more and more interested in sports and health, running and square dancing also have a large audience in rural areas.

In addition to the most direct channel advantages of rural areas, based on the data feedback from rural consumption, there is a clearer insight into the rural consumption habits and is also one of the reasons why brands compete to enter.

"The difference between the living environment and the scene is that the rural consumers will pay more attention to the wear resistance, skid resistance and easy cleaning of the sports shoes. Therefore, we have launched leather shoes, and the older users in rural areas, XTEP has launched the senior shoes for older consumers."

Zong Jiang disclosed that through the online platform to sink the rural market, it not only saved the cost of offline shops, but also made the connection between businesses and consumers more efficient. It not only made the brand know more about the rural market, but also made the sports consumption upgrade of the village people satisfy.

According to the rural Taobao data, with the improvement of health awareness in rural areas, the demand for upgrading consumption of rural consumers in sports and fitness fields is increasing, and this personalized demand is quite different from that of urban residents.

In addition to sports shoes, roller skates, sports gear and other mainstream commodities, treadmills, yoga mats, electric cars, dance dances, fishing and outdoor lighting are also more and more popular among the villagers.

"Although rural consumers are more sensitive to price on small equipment, they also have a general pursuit of quality in mainstream sports goods, and many large brands have settled in villages to satisfy their desire to upgrade their consumption."

Zhou Liang said that in the future, Taobao will also join hands in more sports to sink the countryside, bring more good products to rural consumers and make rural life better.

More interesting reports, please pay attention to the world clothing shoes and hats net.