Domestic brands Without fear of the cheap price competition
Domestic brands Without fear of the cheap price competition
Nike menacing one hand, on the other hand, several major domestic sports brand appears to be outdone.
In an interview CEO Xu Zhihua China Olympic Chinese Commercial News reporters Cai Fang and Shi Biaoshi, "If Nike into the second and third tier cities, will also enter the domestic sports brand tier cities, this is a process of mutual penetration. Of course nike air max 24-7 is not the Olympic currently the most important competitors, because there are different definitions. But the competition for any one brand, do not be afraid, we have to do is to keep the competition into power. "The Anta Magang dealers will also cut prices on Nike really questioned. He believes that the Nike brand in the play before this there will be more consideration, the price cuts will lead to damage to the Nike brand, which it lost the most loyal group of users. "For example, a city of the middle class out of the door and found the shoes are filled with a certain brand, he will not stick to their choice?" He said.
"I do not think Nike will take immediate price cuts way into second and third tier markets." Peak Group Co., Ltd. Xu Jingnan told reporters. Nike is not to cut prices this year, rumors have it every year more than a decade of rumors Nike price. This is understandable, because the Nike in China if you want to grab a bigger cake, then the second and third line of the great prospects of the market is undoubtedly attractive, it has become some wishful thinking.It should be noted that, although Nike has been eyeing China's second and third line aimed at the market, try to competing with the domestic brands, and to Li Ning, Olympic national brands represented stormed the headquarters of Nike - the United States, has R & D center was established and is currently progressing well in all aspects.Xu Zhihua the same time, China Business News reporter pointed out that if Nike changes in brand positioning in China more harm than good, this is unlikely, but may introduce individual style.
"As a multinational, it is difficult to look down the price." Xu Zhihua outspoken analysts pointed out.
Executive Director and Chief Financial Officer Xtep Rui Bo Ho said, Nike has been 10 years in the Mainland, has been understanding of the Mainland consumer demand for high-end products, but also understand that the low-end products are not the source of Nike's profits, so do not think the march Second and third tier cities as nike air max 90's general direction, it will not introduce too much above the price of the product. If Nike made about the deployment, especially as only one more step local brand competition. Existing local brands in the second and third tier cities will be more effective on the one hand the market for local brands are more familiar with the other hand, present the brand in the relevant market has improved distribution network.Xu Zhihua believe that for Nike and other famous brands for the impact of second and third tier cities, it did not also feel the pressure most. "Price cuts have double the impact of this thing, although the low-cost means more sales, but high prices consumers can also enhance the brand impression in people's minds, if the brand once set up, everything can be more effective. If the resistance grams introduced low-priced, it will subvert the entire value chain system, which will inevitably bring about the impact of values. "In addition, the UBS report, on the whole, by 2010 China's sports shoes market (including the well-known brand and other brands of) size will probably reach 69 billion yuan, while in 2020 the well-known brand sports shoes market may reach 297 billion yuan. In other words, in the next 10 years, China's sportswear industry, the average annual compound growth rate will reach 15.7%.So, for the domestic brands, how should the city take in the second and third line of development opportunities?If just from the brand marketing budget, how to use their second and third tier markets earlier access to the accumulated understanding of the local market to the limited budget of the real brand marketing spend wisely, they become two third-tier cities based on the key.
Compared with the first urban consumers, secondary and tertiary consumers in the market followed by the recognition of a brand is a completely different logic. Sports apparel industry, consumers tend to roughly group of young people aged around 16-35. In the first-tier cities, this age not only have a more rich and mature brand recognition capabilities.
But in second and third tier cities, the relatively young age, or will be more people around the impact of the pursuit of their individual consumption will still leave the traditional concept of the mark. At the same time, because of the relatively limited spending power, how to lower the cost of their own personality and get on the pursuit of a better life, will be eager to win this part of the most recognized brands in consumer endeavors.
And because of this, that "never stop" Anta, "I can infinite possibilities," the Peak, "brave to do their own" 361 degree, nike air max 2009 may be increasingly developed in online shopping, and international sales channels, brand entities also been sinking today, is still popular in the second and third tier cities, occupy a market share can not be ignored.
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