Channel Secret Warfare: The Feast Of Sports Shoes Enterprises

Xiang Chuang sword, intended to be Pei Gong; Xiang Zhuang easy to get, Pei Gong is hard to find; in the capital, the heart in the channel; capital easy to get, the channel is hard to find; from the 2008 Beijing Olympic Games opening only more than 400 days now, the Olympic concept will be the shoe companies attract investors eyes of a trump card.

Sporting goods giants are fighting hard. The successful listing of LI-NING and BELLE has led to the success of Hongxing Ke's purchase in Singapore. China and Hong Kong shoes, trends and Anta are heading for Hongkong. Big brands including XTEP, Hyde, PEAK, del Hui, Jordan, 361 degree, and gold lake have begun to enter the listing process.

The power of capital seems to be playing a big role in the fast developing and competitive sports products industry.

Channel and brand is undoubtedly the two killer of sporting goods companies. If the brand is to win the world or the channel, the channel will always be a battleground for sports goods companies.

In the prosperity of capital market, sporting goods giants are playing their own good role in the capital market. No matter whether they are self insured or not, they are showing the fierce fighting in the channel.

The "Hong men banquet" has long been a prelude to a new era of capital struggle.

From the perspective of market segmentation, the sporting goods industry can be divided into three main categories: comprehensive sports, special sports and fashionable sports; the typical representatives of these companies are shown in Figure 1.

From the perspective of product characteristics, these companies are positioning themselves as Brand Company, and brand competition is a magic weapon for them to compete in all fields.

From the perspective of channel expansion, looking at the domestic sporting goods market, the era of the first five generations and ten countries seems to have passed, and the era of the last five dynasties and ten countries has not yet arrived. In this era of "turmoil and chaos", the Lords of all ranks fought hard and devoted themselves to the vigorous construction of sports industry.

From the perspective of genealogy, three main lords are active in the market.

The first road is the national brand that surrounds the city from the countryside.

Represented by LI-NING and Anta, after more than 10 years of development, based on entrepreneurship and experienced from general agent to branch office to urban agent to self built channel, the battlefields also moved from the three line market to the second tier market, and then worked hard to enter the first-line market.

It is precisely the unyielding spirit of the genes that makes the National Army enter the mainstream society and eventually become a party force. However, tactical temporary success can stop the strategic brand of foreign brands.

Second foreign brands from cities to rural areas.

Represented by NIKE and ADIDAS, after more than 10 years of exploration, Hongkong as a springboard, directly into Shanghai and Beijing such as mega cities, and then recruited, with "thick Lu" recruit good fortune, "money" to "Mountain King", with strong capital strength and rich experience in the industry, after a few years of lurking, fighting the front-line market, the second tier market, with the power of thunder, the overwhelming majority of the mountain.

At this point, the national brand really learned the great power of "strategy".

The third way is the retail brand from the factory to the market.

Represented by BELLE and Bao Yuan, after more than ten years of war, capital is the stage for pursuing the strategy of "Devils going to the villages and being quiet". They continue to encroach on the terminals of sales channels throughout the country, and firmly control one after another battlefield. When the two brands of foreign brands and brands are awakened, retail brands have been waiting for them for a long time.

At this point, the war has been fixed, only peace talks.

The result is that only the other two princes bow down to them and worship the retail jaws as "generals".

It is precisely because of the emergence of "generals" that more and more "soldiers who want to become generals" are eager to try, and a channel war has already been in full swing.

NIKE and ADIDAS, the two super giants, have a strong ability to manipulate agents, forcing agents to compete with each other and expand rapidly, and greatly expand their market share.

The three big channel giants (BELLE, Bao Yuan, leader) can really be seen as tragic and wonderful, and each has their own advantages. They rush to the one or two richest cities all over the country for a while, and seize the city to pull up their stores.

BELLE, Bao Yuan and leader are the channel of multi brand channel, and ANTA has joined many brands' wrestling games based on the consideration of enriching the theme of listing.

After many setbacks and efforts, ANTA has become the general agent of ADIDAS Shanghai and the general agent of KAPPA Fujian.

Extensive grain VS seeks king.

With the strong support of the Beijing Olympic Games concept, LI-NING has become popular in Hongkong after its listing. In 2006, its market value increased by 128.5% (reaching US $1 billion 629 million). It not only made the flagship of the 10 billion sports brand and a number of super rich LI-NING brands, but also made the capital market at home and abroad see the huge space of China's sports brand and sports market.

Thus, in the short span of two or three years, the Chinese sports market and the capital market embraced passionately, and the enterprises that fully integrated several sports concepts hit the market in 2008.

Company name positioning, time to market nature, headquarters brand name, echelon store total number of self run stores

Nike sports brand -- foreign capital NIKE of the United States, about 300 of the first 2000.

Adidas brand -- about 1500 of foreign ADIDAS in Germany, about 300.

MIZUNO brand -- Japan's MIZINO second, about 1200, about 300.

Puma sports brand foreign capital PUMR second around 1000 300

Nike CONVERSE brand -- foreign capital CONVERSE second around 1500, about 100.

ADI Reebok brand - foreign Germany REEBOK second about 1400 about 300.

In China's sports market, NIKE and ADIDAS can not be listed independently. The domestic brand LI-NING has been listed. The rest of the international brands, KAPPA and domestic brand ANTA, are the leading players in the domestic sports market. The plate is big enough and the momentum is strong enough, which is in line with the appetite of the capital market.

But how can China's sports market craze, led by NIKE and ADIDAS, lack their ambitious performances?

But this time, we can only complain about being behind the scenes director. We will actively promote BELLE, Bao Yuan, and lead the three major domestic sports retail giants to fight and fight at the stage.

Channels and brands are always the capital of the sporting goods companies to take money on the market. Whoever masters the terminal and who controls the channel is the winner.

Facing the crazy capital market and the fast developing consumer market, capital, brand and channel become the "three women and one play".

VS is the king of mountains.

The integration of the channel has been irresistible. After the listing of BELLE, about 50000000000 of its value, 10 billion of its cash from the stock market, and the acquisition of new channels of integration has been ambitious, energetic and unstoppable. Bao Yuan originally came from aristocracy, and after its fame, the noble family had long been fighting on the battlefield by CONVERSE brothers.

There are also a group of "Mountain Kings" dealers scattered around all over the world. They are even hesitant about the two days of ice and fire. They accept acceptance or stay at the end. No one can give them answers except the market.

BELLE: so beautiful.

The BELLE company, which was founded by BELLE women's shoes, pushed the brand of women's shoes to the top of China's chair in only a few years, and completed the accumulation of huge capital.

Founded in March 8, 1992, the BELLE group, formerly known as Hongkong Lihua Shoes Trade Co., Ltd., has rapidly changed its way into sports brand agency industry after predicting the development trend of sports brand in China.

In just a few years, it has leaped to NIKE, ADIDAS, LI-NING, KAPPA, NEW BALANCE, the world's first jeans "Leli" s, Hongkong beauty Po Company (CAT and other outdoor brands general agent) and other international famous brands in China's largest partner.

It is in the past few years that when the princes everywhere are still growing or cautiously crossing the border, BELLE has become an indispensable brand of international sports brand by virtue of the wealth and connections accumulated by its women's shoes, especially the close relationship between famous shopping malls in all parts of the country.

Since then, we have built a landmark "Tao Bo sports city" in the golden commercial district of Beijing road in Guangzhou, which combines the international popular sports mall mode with the International Federation of sports brands, so that the first, second army of the international sports brand quickly subservied the banner of BELLE.

In 2006, BELLE sold only one brand of NIKE, which is said to have reached 1/4 of the brand's total sales in China, while the national sales of most sports brands in China are only zero.

Acting as an agent can achieve this level, which is a pioneering undertaking in China's sports market and is respected by different Brand Company.

As early as 2005, BELLE planned to go to the Hongkong stock exchange to reorganize its organizational structure. With sustained strong growth performance, it launched a high-profile listing in Hongkong in May 23, 2007, bringing back nearly ten billion cash, quasi BR>.

The success of BELLE lies in seeing far and early awakening and applying political words: BELLE adheres to the "two basic points of a center", that is, channel is the core. Women's shoes and sports goods are their two basic points, which cater to China's national conditions, and China's business opportunities are firmly in hand.

Bao Yuan: rich people are cattle.

Who is Bao Yuan?

Baidu search has an answer: it is the richest sports brand agent in China.

In fact, who is not important and what is important is the huge force behind it: Baocheng group of Taiwan.

As the world's largest sports shoe manufacturer, Baocheng controls the production of famous brand sports shoes around the world, only 120 thousand people in Dongguan and Zhongshan. Every day, millions of pairs of sports shoes with NIKE, ADIDAS and CONVERSE trademarks are sent from here to the world.

Take the words of their insiders, before they earn enough money for Brand Company such as NIKE and ADIDAS, now is the time to turn to Brand Company to make money.

As a result, shareholders "casually" collected hundreds of millions of dollars, pulled out the "interactive sports" chain banner, and established the "treasure yuan company".