Sports Outdoor Brand ADI Nike And So On Began To Encircle The Countryside. Where Is The Local Sports Brand Road?

World clothing shoes and hats net, in recent years, subject to the brand strategy and the cost of channel distribution, international sports brands have had many difficulties before entering the rural market, which also led to the existence of counterfeit goods and Shanzhai phenomenon in many brand sports shoes in the rural market.

Recently, the world famous sports outdoor brand Nike and

Taobao will be stationed in rural areas and will be scouring through nearly 30 thousand villages throughout the country, which will accurately touch the rural consumers.

"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,

Nearly 100 brands such as vans, ghosts, tigers and CONVERSE have achieved good results in rural Taobao, and sales of treadmills have been good.

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

"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.

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The mainstream products such as roller skating, sports protective gear, 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.

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