Joint Beauty Sports Brush Exists, MIZUNO Wants To Share In The Country?

A few days ago, China Sports holding Shanghai Mei Jin Sports Limited announced a strategic cooperation with MIZUNO, and the two sides will establish long-term cooperative relations in China.

In fact, although MIZUNO is a professional running shoe, its "sense of existence" is not strong at home, and it has also been burst out of quality problems.

Worthy of external concern is whether the two sides can successfully split the domestic market?

According to Chinese trend related staff to the Chinese Commercial Daily reporter revealed that the future will increase MIZUNO's sponsorship efforts in the event, and increase its exposure.

Industry experts believe that the competitive pressure of the domestic running shoes market is aggravated. Compared with other categories, the main function of professional running shoes is the function and quality of the product itself. MIZUNO must maintain its reputation while marketing.

Competition for professional category market is heavy.

It is understood that before the overseas focus of the Americas market, MIZUNO's revenue is declining.

According to the company's president and CEO Shui Ming Ming, the net sales of MIZUNO in the Americas market dropped by 20% to 9 billion 300 million yen (about 567 million yuan) in the first and second quarter of 2018/19.

China's performance is also not optimistic.

According to reporters, China's net profit in 2018 dropped 60.9% to 315 million yuan.

In view of the decline in net profit and so on, Zhou Li, general manager of Shanghai Mei Jin, put forward the "3+3+500" plan for MIZUNO's future development strategy in China, namely, developing three kinds of products including running, football and indoor in the next three years; playing a special role in three aspects of online, offline and professional channels; and finally completing the target of 500 stores' market coverage in three years.

It can be seen that MIZUNO will concentrate on the market of professional products.

However, the plan is easy, but the implementation is difficult.

According to the reporter, at present, the field of professional category has almost become a battleground for sports brand: Nike, a foreign sports giant, has said that it will lower its price and introduce more cost-effective running shoes. Arthur also said it would gradually shift its strategic focus from the way of attracting the life style of the millennial consumers to the professional sports foundation of running.

And the domestic sports brand XTEP is the field of deep ploughing shoes for many years. XTEP started sponsoring marathon in 2006. Now it is the most popular sports brand sponsoring marathons in China.

In 2018, XTEP sponsored 31 marathons. In 2019, XTEP and famous running shoes brand Saint John coinho jointly developed the domestic running shoes market.

Anta is also not willing to be outdone. It is very generous to attract Robbie Fowler, Adidas's former senior design director, as the creative director of running shoes.

And the international shoes running on the 31st degree also frequently boarded the famous runner world of runners.

The competition in the running shoes market is becoming increasingly fierce. However, public figures show that sales of MIZUNO's core running shoes in Japan in the first two quarters of fiscal year 2018/19 dropped by 3% to 60 billion 500 million yen (about 3 billion 700 million yuan).

Experts from the Chinese cultural, educational and Sporting Goods Association told reporters that foreign brands have been working closely with domestic sports brands for many years. On the one hand, foreign brands have entered the domestic market, which is difficult for the "new world". They need support from domestic sports brands for many years. On the other hand, domestic sports brands also want to upgrade their products and enhance their brand value with foreign brands.

But he said that at present, the competition of professional sports category is intensified, and the strength of competitors is very strong. It takes time for MIZUNO to occupy a place in the domestic running shoes market.

Product word-of-mouth needs to be maintained as much as possible.

In addition to the lack of visibility in China, MIZUNO has been blacklisted for quality problems.

The reporter looked up the China Quality News Network, and in 2018, the Beijing Consumer Association issued a report on the result of a comparative test of tight fitting clothes.

The report showed that the MIZUNO tights did not meet the national standard requirements for hygroscopicity and speed.

In view of the quality problem, the experts interviewed said that as far as he knew, the sports brand would have some quality problems in the market due to the problems of quality control, and problems need to be found in a timely manner, timely recalled and given satisfactory solutions to consumers.

Looking back at the problem of MIZUNO's blacklist, in 2016, the Shanghai industrial and commercial bureau released the functional clothing quality sampling report. The results showed that the drip irrigation diffusion time, water absorption rate, core suction height and the external pmission ratio of Ri Guangzi's MIZUNO women's Woven top made by the Shanghai MIZUNO Co., Ltd. were not qualified.

Reporters found some electronic business platform evaluation of MIZUNO products, some consumer reviews show that the brand running shoes will be degumming, the quality of the web surface is easy to be damaged and the soles are hard.

A sneaker dealer who asked not to be named told reporters that MIZUNO's demand in the country has not been prosperous at present and sales volume is not very optimistic.

From what he has learned, MIZUNO's processing plants are mainly located in Dongguan, Vietnam and Indonesia. The quality control of the products produced by the head office is very severe.

If MIZUNO's domestic sales increase, we must strictly control the quality.

A person who has participated in the Beijing marathon many times told reporters that for professional runners, the quality of running shoes is the most important, not only for comfort, but also for foot support and protection.

When running, the pressure on the feet will make the feet swollen. The running shoes need to have good sweat absorption and cushioning ability, otherwise it will cause pain in the feet and knees, and more serious will cause knee fluid accumulation.

Speaking of her favorite brand of running shoes, she said she would be inclined to choose Asian brands, because the size of Europe and America would be larger than that of Asia, and it would be more difficult to choose size.

Besides, the design of Asian brands is more suitable for Asian feet and is more comfortable to wear.

Finally, the experts told reporters that at present, it is a critical period for MIZUNO to make efforts to run the professional running shoes market. Many brands compete at the same time. If the brand often produces quality problems, the consumer's loyalty to the brand will drop, and the market share will be more easily occupied.

Word of mouth is more important for professional running shoes.