New Bai Lun: How Many Returns To The Chinese Market?

Since the end of 90s, new Bai Lun has entered the Chinese market for more than 10 years. However, the contradiction between the new agents and the agents has made bumper in the Chinese market a rough ride.

In the 4 years from 1998 to 2002, it almost completely withdrew from the Chinese market.

In 2003, the company once declared "return to the Chinese market", but only changed the agents in Guangdong to Taiwanese. After that, the new brun remained on the edge of the market.

"Now we have completely regained the power of agency and started to do the Chinese market ourselves."

Wang Lieming, director of marketing at New 100 China company.

According to the new president of China, Michael Wellman, at the end of 2007, new brun should expand its current 270 stores to 1000 in China before 2012, creating the first brand of running shoes in China and upgrading China to the world's second largest market in the world.

There must be some changes in new Bai Lun.

The first step they need to do is to reverse the ambiguous market positioning and the marginalized market image in the minds of Chinese consumers.

"We will do some fashion trials in line with the characteristics of the Chinese market, but our focus is still on the running shoes series, and will continue to carry out a series of large-scale market activities in line with this concept."

Wang Lieming said.

"Love / hate, new balance" roadshow is one of them.

This is a new roadshow launched by new Bai Lun from the end of 2008 in Shanghai, Beijing, Wuhan, Qingdao, Chongqing and other cities, promoting the concept of running as a way of life.

Unlike many sports brand stars, the movie "love hate balance" is about a common runners struggling to get up in the morning to prepare for running.

New brun hopes to build up emotional ties with consumers and cultivate brand loyalty through in-depth communication with consumers.

However, to establish a sustained and effective emotional communication with consumers, the one or two roadshow is obviously not enough. This is exactly what new Bo Lun's running consultant needs to do.

Zhao Lin graduated from Shanghai Institute of Physical Education as a new running consultant. He will appear in the new store in every Wednesday to Sunday. He is ready to serve customers who buy and run shoes.

In addition to the store service, Zhao Lin's other job is about running.

He said that Shanghai has a lot of spontaneous running groups, and there are many websites built by runners themselves. His job is to get in touch with these runners, and then run according to their time.

"The current situation is running around the century park once a week.

About 70 people each time, we run together, and then exchange some knowledge and experience about running.

Like Zhao Lin in the store, "no sales promotion," of course, we may mention new Bai Lun, and everyone knows that I am a new running consultant, but I will never sell it consciously.

The task that the company has given me is to promote the concept of running, to contact more runners and allow them to run correctly.

At present, there are 7 running consultants like Zhao Lin.

They began to work in November 2008. "Now is still a groping stage."

In this exploratory stage, apart from staying in stores and running around, they also tried to enter the fitness club and directly communicate with runners. Currently, Beijing has been working together with Olympic fitness and Sparton clubs in Shanghai.

Now, new Beijing has its own running club in Shanghai and Beijing, and will expand to Hangzhou, Nanjing, Shenyang, Ji'nan and other cities in the future.

In addition, organizing various forms of running competitions and sponsoring large running activities is also an important market tool for the future.

Wang Lieming's explanation is that new Bai Lun does not invite celebrity endorsement, does not mean that there is no advertising and promotion budget.

We will be more selective and targeted to catch the consumers we most want to catch.

However, in the current Chinese mainland market, the middle class seems to be neither so strong nor rational.

More consumers seem to be more likely to be attracted by advertising guidance and celebrity endorser when choosing sports brand, paying more attention to appearance and fashion rather than caring about the width of the shoe.

This may be a major challenge for a long period of time, which will remain the focus of professionalism and adherentalism to the Chinese market.