International Brands Are Ready For &Nbsp; Beach Shoes Market In Xiamen.

In the industry, Anta is expected to exceed Lining in the year and sit on the top of the domestic brand, Adidas's new brand Rockport. Music step Quietly stationed in Xiamen, so that sporting goods in Fujian also ushered in the international "strong dragon". In addition to happy steps, many international brands have entered the Xiamen recently, and began to compete for outdoor products.

　 International brands enter the mansion

Rockport, Columbia... Recently, Xiamen's major shopping malls have seen many international brands. Many of these international brands are "strange faces". Shoes and clothing The brand is strange but not too small. "We know that there are big backpaces behind happy steps." Mr. Wang, director of brand marketing for a shoe in Jinjiang, told reporters that the company is preparing to move its headquarters to Xiamen. Reporters learned that, founded in 1971, the United States happy step, once won the president of the United States, Bush and other people's recognition, known as the "white house shoes", was bought by Adidas in 2005 to become a new brand, with Adidas's support to start outdoors. Boat shoes And women's shoes, and stationed in China in 2007.

"Although it seems that we are doing different things, sports goods in Fujian are also beginning to get involved in fashion and leisure, so there are crossover and competition." Mr. Wang said that international brands and sports goods in Fujian still have a good chance of spending in mid-range consumption. Reporters interviewed a number of sporting goods companies found that we have knowledge of Yue Bu, Columbia, also received the wind of these international brands stationed. "After all, this is a sporting goods category with international influence and outdoor activities, which will definitely affect the market." Mr. Zhang, director of a sporting goods brand in Xiamen, said that the continuous entry of international brands will grab the market in the middle consumer group, while in other cases, it may change the choice of outdoor products for some Xiamen consumers.

　　 Fujian brand war

International brands are strong enough to enter, though they are in the first place, but there are also concerns about it. "After all, sports goods in Fujian are developed, and the market saturation is not small. These international strong dragons are still unknown." Insiders said Mr. Cao said that Xiamen itself is not a key sales market for Fujian brands, but a platform for terminal channels. Therefore, the presence of international brands will not directly impact. Local brand The market, and these "strong dragon" may be more to meet the needs of Xiamen consumers more personalized.

In this regard, Yang Jinde, President of the Asia Pacific region, said that because of its independent market positioning, Yue Bu is more competitive with Xiamen's international brands. In order to get closer to the Chinese market, after entering the Chinese market in 2007, Yue Bu began to make use of star resources in marketing, and from Wu Xiubo and Chang Chen to the recent Donnie Yen. In terms of the market, Yang Jinde said that although Xiamen has just entered Xiamen, its performance has been very good, and it will also be a major city for its development in the Chinese market. Instead of being a tier one city in Beijing and Shanghai, instead of being a second-tier city, this is revealing the pace of development of international sporting goods (international brands) in the Chinese market. After opening up first tier cities, the second tier cities are generally favored. At the same time, the strong competition in the second tier market has allowed Fujian sporting goods to switch to the three tier cities and overseas markets after fighting for second tier cities. "The three line market is full of strength, and many brands in the international market are starting to enter with sub brands." Mr. Cao said.