Active Expansion, Passive Move Or "learn To Walk In Handan"
Even second and third tier markets in the countryside army has great potential to
bring a taste of the sweetness of consumption, even in China there are nearly two thousand affluent town with the development conditions, both the geographic distribution of these cities, or consumer habits, or barriers to competition, are predetermined to a range of secondary and tertiary markets have limited acceptance, the rush of the flock to the market itself is a risk, the enterprise should be a rational analysis of their strategic planning and the countryside environment, the degree of integration, air max 24-7 further strategic plan no later than.
Sinking in the implementation of channel strategy in the enterprise, with the initial phase of the high-profile into the first-tier cities like, obviously there are three different levels. Role as team leader, a group of forward-looking vision with the benchmark enterprise, in a strong phase of development in their own time to actively market, China's national conditions and industry, very early to make bold strategic decisions. Secondly, some of their own product line positioning and environment of urban consumption bias, or is the industry's first-tier cities in the layout of the market close to saturation, forced to move on to the market more digging into the lower space. At the same time, does not rule out some no clear strategic goals and planning business, see the same brand competition shot secondary and tertiary markets, blindly choose to follow up, the results acclimatized, and more find their own position, or simply struggling in the confusion in the sink. In the domestic market, can be found in every industry seems typical of these three models.
Sporting goods for the Chinese enterprises, their roots from the second and third tier markets, but also want to extend to the first-tier cities. But the real channel to the sinking, Nike, Adidas and other first-tier cities is weakening in the leading position of the foreign brands, it looks more scale, more developed, more market potential seems to be very attractive, even Nike have to adjust to the pace of expansion in China, will be taking a long look, farther, turn the development focus shifted to second-tier cities, and recent moves frequently, the domestic market, one o'clock the impending turmoil.
From the line with Nike
AIR MAX LTD to enter the city's strategy to second-tier cities compared, from second-tier cities are growing up the majority of domestic brands is up, the next two in-depth search for a breakthrough. To shape the brand, need to constantly move through the line the city's marketing and branding activities to enhance the image, tried to move closer to the end. Nike on the second and third tier cities and see the sights, local brands to consolidate their position at the same time, the intention to expand the market even more the next level, and even towns are also likely to become its strategic distribution area.
However, the channel sink after all, not a cure-all medicine, in a rich channels, consumers can really open up to play an invaluable role, but enterprises should also develop the market for this to take on new costs and risks. The key is whether the corporate strategy map such a region exists, this is the decision of the party. Proactive or passive transfer, but the difference between subjective or objective enterprise, as long as the prepared, there is a higher success rate, but if it is to follow suit and move, imitate others, it is not a wise choice.
by: pickreplica
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