A passage worthy of the key sports president Zhang Qingbo off the local sports brand food for thought: "Four years ago, Obama said 'Change' from the Arab Spring to move to the Asia-Pacific, he scored Change a lot; in fact, another American He said earlier: this world, the only constant is change. At this point, the word 'Change' to give local enterprises to take advantage of our home base as well as room for growth are also good. quickly change it, or really too late. Li Ning, although not so good, but do not write it 'change' as negative examples to the contrary, It is a lot of brand awareness of this initiative to change the lack of each the situation of the enterprises of the same stare at people doing a good job, of course, can avoid similar mistakes to happen to them, but really want to create and build, will have to see the general direction. " A philosophy of cliches: "all things are in motion changes under development." Then, in the face of changes in motion the development of the sporting goods market, the current encounter bottlenecks in the development, business owners are also the timely change?
Major reform? small change?positioning transition? fashion leisure? movement segments? Sports shoes and apparel industry woeful According to reporter understanding, in recent years, industry professionals are on the current state of development of the local sports brand is deeply worrying, local adult sports shoes and apparel industry have met many bottlenecks. Li Dou: local sports brand living space by squeezing Li Dou said: "squeeze local brand survival space for international brands, local brands in the extrusion of the living space of the second and third tier brand sports shoes, for example, Nike, Adidas and other international brands to seize $ 400 more high-end market, less than 400 yuan of sports shoes accounted for 52% of the market, and all the local brands are less than 400 yuan each other to seize market share, these brands are often marketing tools, and similar models, product homogeneity serious. In fact, the local brand is not tried l-bit Li Ning in 2010 after a comprehensive improve the product price, but ultimately ended in failure. " Professionals that the "adult sports shoes and apparel industry will return to the essence of movement, Li fight, said:" This sentence is only half of the sports brand of course, return to the nature of the movement, but to return to the 'What kind of exercise essentially 'decided to brand the key to success is simply only emphasizes the' sport ', without proper segmentation and positioning, will be caught in the prison of of brand homogenization.
Ma Chao: sports shoes and apparel industry reshuffle, the survival of the fittest Most of the local sports brand are concentrated in Jinjiang, Fujian Jinjiang with Wenzhou shoes and apparel industry development has similarities, Italy Kang, general manager of Ma Chao from Wenzhou, with Jinjiang local sports shoes and apparel industry development path the future direction of the brand: "Wenzhou shoes and apparel industry has been a reshuffle, Wenzhou shoes well-known left about four or five, Jinjiang, companies are now advertising in the media, you probably know dozens or even 100, but after the reshuffle of last year and two years, three, five years later there will be shuffling, and we may well-known there would be no more than ten strong enterprises will precipitate accumulated, and then will be overhead, Wenzhou, this road has gone to, this is an inevitable process, however, but is a benefit for the industry as a whole. " After 2008, after the economic crisis, the so-called "Spring Plumbing ducks", the reaction to the shoes and apparel industry after the economic crisis, the first will be the reaction of the market order at the orders will decline. Furthermore, the reaction to the processing plant processing volume will drop. "This is a process over, like a family, is the head of the family feel, followed by his wife, Furthermore, children and senior citizens, is a slow process.
After 2008, after the economic crisis, the so-called "Spring Plumbing ducks", the reaction to the shoes and apparel industry after the economic crisis, the first will be the reaction of the market order at the orders will decline. Furthermore, the reaction to the processing plant processing volume will drop. "This is a process over, like a family, is the head of the family feel, followed by his wife, Furthermore, children and senior citizens, is a slow process." The Hu Zhenzong: sports shoes and apparel industry outlook, but should return to a rational The crocodile Wright, head of Hu Zhenzong three years ago, complete transition from the sports industry to men's fashion sport shoes and apparel industry for the current view is that: "the development of sports shoes and apparel industry is a multi-pattern, multi-form and complex, the overall market growth in 2008 'Olympic' hot slowdown, still optimistic about the prospects from the objective, why say, the market based on consumer demand for orientation. sports shoes and apparel industry competitive one-sided to stay in the chase to seize the terminal, advertising bombardment price war, ignoring the needs of consumers, so that consumers passively accept the brand and product information. the sports brand to return to reason, pinpoint positioning itself, seeking truth from facts, and more interaction with consumers, not to fall into blindly follow the trend, follow the vicious management model, out of its own characteristics of brand development."
It's written by GoodLandShoes date 3.27.2012
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