361度零售額增幅放緩 押注籃球市場謀“晉級”
日前,361度發(fā)布集團(tuán)2019年二季度營運(yùn)公告顯示,361度主品牌產(chǎn)品于2019年二季度的零售額(以零售價值計算)較2018年同期有低單位數(shù)百分比增長。而在2018年二季度,361度主品牌產(chǎn)品零售額同比有高單位數(shù)增長。事實上,361度零售額增幅正在放緩。
值得關(guān)注的是,不久前,361度啟動了重塑品牌戰(zhàn)略,希望通過深耕籃球運(yùn)動市場,其消費(fèi)主力從中低端市場轉(zhuǎn)向一二線城市。361度明確提出,未來3年,361度要在一二線城市運(yùn)營1000個籃球場,通過“籃球進(jìn)小區(qū)”來接近最廣泛的大眾運(yùn)動市場,并期望消費(fèi)主力從中低端市場轉(zhuǎn)向一二線城市。
2019年4月,361度推出以中國傳統(tǒng)器皿文化“建盞”為主題的籃球鞋。同時,361度還簽下了剛剛重返NBA的前上海外援弗雷戴特。對此,361度表示,中國有4.5億籃球愛好者,29.5%年輕消費(fèi)者會購買籃球相關(guān)產(chǎn)品,希望通過這個項目加強(qiáng)與這個巨大消費(fèi)市場的關(guān)聯(lián)。
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