Nike, Adidas Two Compete For Hegemony Or Change Due To PUMA And Other Regression.

As time went on in 2019, the whole sports shoes market and sports shoes industry became more and more complicated. The two giants, such as Nike and adidas, were still looking for breakthrough in all fields related to sports shoes.

While stabilizing the already occupied market, we will seize any business opportunity that may exist.

In addition to these two top players.

PUMA, NewBalance, Under Armour and other several traditional sports brands that only have certain advantages in a specific field have begun to exert their strength quietly.

The pattern of the two strong contending for many years will be broken even in 2019, but it is likely that there will be challengers to challenge this existing pattern.

This fact has already begun to emerge from 2018.

The most obvious is the core of the basketball market and the culture of basketball shoes: basketball shoes.

In 2018, the PUMA high profile announced the return to basketball shoes. The last time the PUMA basketball shoes spokesperson was Vincent Carter, the time dates back to 20 years ago. At that time, the cooperation between the two sides lasted for about 2 years. With Carter switching to Nike, PUMA basketball shoes products also gradually withdrew from the market.

Before the start of the season NBA, NewBalance also announced that it would return to the basketball shoes market, and signed KawhiLeonard after the big deal.

For this level of star signing, whether it is the contract amount or the product line planning, even the brands like Nike and Jordan Brand will be cautious, we can see that New Balance is full of confidence in the strategy of reclaiming the basketball shoe market.

What traditional sports brands that have faded from basketball shoes market have come back? What is their real purpose?

Basketball brand is not the best display window.

Nowadays most people buy sporting goods and are not used for sports.

People often wear sports equipment even in entertainment places such as cinemas, concerts and even workplaces.

Sneakers, including basketball shoes, have already broken away from their traditional sense of professionalism.

For example, it is obviously not enough to establish a brand image among young consumers through basketball shoes, and it is not enough to rely on traditional professional athletes to endorse. Nowadays, the impact of consumers' purchase of products is not the product itself, but the relationship between products and consumers.

In the past, the posture of Michael Jordan flying on the court can make consumers quickly feel good about Nike for Jordan Brand.

But looking at the present, no matter which pair of shoes will be able to get their recognition quickly, as long as they have enough topic appealing to attract young consumers, instead of forging products as well as they used to be.

This is a gradual change in NIke, even though it has always been "creating the best products for professional athletes and sports enthusiasts".

In this way, PUMA and New Balance suddenly announced the return to basketball shoes, and the products released did not immediately cut the brand image from the point of making topic.

The design of PUMACLYDE COURT is correct and the marketing methods in North America are also slightly low-key. China has opened the first round of sale on a small scale after six months.

If you want to take some "big moves" by returning to the basketball shoe market, the brand can replicate the way of building Fenty series together with Rihanna in the same year, without having to be as low-key as it is today.

As for New Balance, of course, it is NBA's top star KawhiLeonard, but as spokesperson Leonard's low profile and modest personality, it is hard to imagine how much exposure he can bring to the Brand Initiative. The commercial value behind her development is also very limited, otherwise JordanBrand will not easily end his contract with him.

Obviously, a few traditional sports brands that have returned or decided to return to the basketball shoe market competition have not hoped to create a big momentum through the basketball shoe market.

Instead, it is to choose a stable and low-key first to find their sense of existence. When observing the competition between the two giants of Nike and adidas, finding their own living space is a more practical choice for them. Basketball shoes are a display window to establish brand image. Now, it is obvious that three people do not have the right place and the right place.

Earning real gold and silver? The main market has shown weakness.

Undoubtedly, the North American market is the most developed area of basketball in the world, and it is also the most important market for basketball shoes.

According to five years of research conducted by NPD Group, a professional consulting and service organization from the United States, the overall market share of basketball shoes in American sports shoes has been declining since 2013.

In 2018, the sales of basketball shoes in the United States accounted for only 4% of the total sales of sports shoes.

NPD's data also show that sales of Nike's basketball shoes decline from a regular perspective. This may be due to other brands competing for market share.

But NPD research data denies this judgment, not only Nike sales are not ideal, market share second Adidas, and third Jordan Brand are all cold in the field of basketball shoe sales.

The basketball shoes Market in North America or the United States has been around for more than 60 years since its formation in 50s.

Until 70s, when Nike defeated Converse and became the most attractive basketball shoe brand of NBA, Nike gradually increased its market share in the U. S. basketball shoes market.

In 2015, Nike's market share once reached an unprecedented 93%. Nike's sales volume is good, which means the sales of the whole basketball shoe market is good.

But in the whole 60 years, the market of basketball shoes in the United States has been exhausted. The decline of market share from 2013 to the present is over saturated. It is a precursor to the recession of basketball shoes industry.

Under such circumstances, the market share of the traditional two giants is falling. PUMA and New Balance brands are not realistic even if they rely on the signing of one to two popular stars and potential new stars.

Nike and adidas can continue to eat most of this "small cake" with strong strength, but the traditional brand of the reversion may not have this ability.

So obviously, competition in the North American market with the two giants or earning real gold and silver is not the most important purpose of these brands to return to basketball shoes market.

China's market remains the biggest opportunity for emerging markets?

Although basketball is not the world's first sport as expensive as soccer, it has made the sport develop rapidly in the 21 century, thanks to the commercial operation of NBA's medium rare sports alliance.

Like other emerging markets in the world, the Chinese market has once again become the fastest growing and largest market.

In China, basketball itself has a good mass foundation, but only by the Chinese basketball players represented by Wang Zhizhi, Yao Ming and Yi Jianlian on landing in the US NBA, the development of basketball and its surrounding industries and the market driven by them are blowout.

Nowadays, the choice of sports enthusiasts on sports equipment is from the past pair of shoes to all sports events, to wear different functional sports shoes to participate in different sports.

Under such circumstances, from 2006 to 2015, the sales of Chinese sports shoes reached a historic increase, from 30 billion 485 million yuan to 92 billion 993 million yuan.

On 11 7, last year, at the second digital sports global summit, the 2018 China basketball industry white paper released by the penguin think tank has been the first sport since 2012. The number of basketball players who are in the age of 20 and 20 to 35 years old account for 52% and 40% of the total basketball respectively.

As of 2014, the number of basketball courts in China was close to 60 million, and the number of new venues was significantly ahead of other ball games.

The Chinese consumer's obsession with basketball has made PUMA, New Balance and other brands appear on the basketball line products, realizing that China's basketball shoes market is already a competitive place for sports giants.

Now entering the campus of any large and medium university in China, young people want to wear UA's Curry 6 or Nike's LeBron 16 in the NBA competition of knights or warriors.

At present, the basketball shoes brands that occupy the head position in the Chinese market still follow Nike and adidas, while Anta, Lining and PEAK, which are more accustomed to the local "game rules", follow closely behind them, and finish the encirclement and surpass of international brand by occupying the share of the two or three tier cities.

As basketball shoes are getting cold in the US market, as the largest emerging market and the largest consumer market in the world, the Chinese market will undoubtedly be the main battleground of basketball shoes.

However, it is still a great risk to directly target the Chinese market, and the NBA arena has a general directional effect on the consumption of domestic basketball shoes, and the sports brand that has or intends to return to the basketball shoe market is still a safe choice to reopen business in the North American market.

But "the intention of drunken men is not in wine", and it is the core strategy of these brands that they want to play a dominant role in the field of basketball shoes occupied by Nike and Adidas, and win the Chinese market as soon as possible.

Basketball shoes market can have more good brands to return or set foot in, it is undoubtedly a good thing for consumers. More choices can distinguish the major brands from one level, and consumers choose their own products.

Admittedly, the market for basketball shoes in North America is becoming more and more saturated, but the established brand will never give up.

When Nike and Adidas are constantly strengthening and vigorously operating their own greater China strategy, when the domestic sports brands are rooted in the domestic market and challenge the overseas market by virtue of the advantages of the right place, the right place and the right people, the PUMA and New Balance brands that have once been brilliant just stand by and do not attack. It is really not possible. Although it is not certain that they return to the basketball shoes market for the Chinese market, it is possible for the Chinese market to help them achieve their desired goals.