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Sports Brand Channel War Is Developing In Full Swing.

2013/12/25 19:19:00 30

no matter what field is now, whether foreign or domestic, there are two aspects concerned. One is terminal channel, the other is brand building, and for sports goods companies which are keen on competition, the channel is becoming the heavy killer of brand winning. "Two" is the most important brand. Compared with many sports brands in the past, they only valued the layout of the second tier cities, < a href= "//www.pmae.cn/news/index_s.asp > > market < /a >. China's two or three line market continued to show strong consumption power, and the channel war that attracted the first-line brand was in full swing. 
 the most obvious is that last year, nine of the ten major sports brands in the world were officially flagship stores in Tmall. After Adidas, Puma, MIZUNO, Kappa and others first settled in Tmall, Nike, as a sports brand star, did not miss this opportunity. After announcing the rapid deployment of the hot line and new products on the same line, they also launched an initial and limited campaign campaign < a target= "_blank" href= "//www.pmae.cn/" > shoes "/a" clothes, with a view to stimulate consumer enthusiasm. 
 Why do many big group groups turn to favour Tmall? Let the electricity supplier jump into the focus of competition. Some professionals say that before the development of the electricity supplier, the major brands represented by Nike are mainly concerned with two aspects. First, laying solid channels will cost a lot of money, and the uncertainty of the market is likely to lead to "losing blood." secondly, the two or three line sports brand has already been a pioneer in the market, and the pressure to enter it is very small. 
The rapid development of e-commerce in China has brought the gospel to these high-end sports brands. Online sales can enable them to dig out two or three line potential customers with huge purchasing power. Although these people have the ability to consume, they can not really participate in the purchase activities because of geographical restrictions. The construction of Tmall flagship store has solved this problem well. P For a lot of brands such as Adidas and Kappa, it is not necessary to spend too much energy to lay the store specially, it can receive double effects of testing the market and expanding the channels. 
 in the face of the advantages of the electricity supplier channel, the unlimited expansion of the traditional channels has made the domestic sports brand strong enough to fall into a great depression, and it is difficult to digest the high inventory. Let Lining, Anta and other red cards lead the small partners into the cold winter. In fact, as early as the establishment of the enterprise, Lining and Anta experienced self building channels from general agent to branch offices to urban agents. The market also extended smoothly from the two or three line to the front line, but the accumulation of their unrestrained expansion of stores was finally accumulated in last year's total body, leading to a low ebb in the industry. 
 but this fall also sobs up many domestic brands immersed in the past. In order to save themselves, it has to reexamine its channel policy. Take Lining as an example, after closing the store in a large area, the channel has been optimized and adjusted to form a set of adjustment and support plan for the retail channel of sports shoes and clothing. At the beginning of 2013, the implementation of the channel management and marketing mode of "guided orders, orders plus quick replenishment + quick response" achieved remarkable results. The number of products sold at a high rate made Lining pull back to a city. 
 in recent years, the a href= "//www.pmae.cn/news/index_c.asp" > online shop < /a > alliance has become a hot topic based on the C2C platform. Brand exclusive network sales website is also gradually emerging. If successfully carry high-tech products to promote the product, it will be another channel for the local brand. Lining first tried it, and he worked with the Internet to deepen the marketing on the basis of the App. The consumer could only get Lining's latest running shoes with the App of a heart on the map. Afterwards, the user feedback was good. So in addition to combining modern network technology with online marketing, there is still much room for expansion in the use of modern technology.