The Pattern Of International Big Brands Monopolized The First Tier Cities Has Been Broken.

Ma Jilong, Secretary General of the State Sports General Administration equipment center and Secretary General of China Sports Goods Federation, said in an interview with reporters today.

The pattern of international big brands monopolized the first tier cities has been broken.

In the past, most of the international brands such as Nike and Adidas took the strategy of locking high-end customers. The main target was in the first tier cities. Many domestic sports products manufacturers such as Anta adopted the strategy of "encircling the cities in the countryside", attacking from two or three line cities or even four line cities, and the market share increased rapidly.

"The pattern of international big brands monopolized the first tier cities has been broken," Ma Jilong said, for example, Guangzhou is the best selling area of Anta, a leading sporting goods company in China. Its sales account for about 1/4 of its total market share, and its market share mainly comes from Guangzhou and several other major cities.

In the region, at least Anta and international brands are the same.

He believes that the market of China's first tier cities is huge, and local enterprises have realized that this cake can not be lost, so they have managed to squeeze into the high-end market.

At present, Beijing, Shanghai and other shopping malls can be seen everywhere agent Lining, Anta brand distribution shop.

"Considering the needs of the market, the sense of brand value of local enterprises is gradually increasing. Unlike before, just thinking about how to sell more products, more and more local enterprises enter the first tier cities, one of the main purposes of marketing is to brand," Ma Jilong said.

Chinese and foreign brands "rush to eat" sporting goods market cake

By the end of 2011, the total output value of China's sports industry reached about 222000000000 yuan, of which the sporting goods industry was the largest, accounting for more than 80%, and the apparel industry was one of the fastest growing areas in the sporting goods industry.

Ma Jilong told reporters that over the past 10 years, the growth of local sporting goods enterprises has been particularly rapid. For example, at the end of the last century, Anta had only 1 billion yuan assets, and now it has reached more than 90 billion.

Faced with the infiltration of international brands, Ma Jilong believes that if local enterprises are to occupy the market share, if they want to keep the development momentum of the enterprise developing continuously, they must learn from the strong international brands and constantly cultivate the main lifeline of "brand".

Many famous international brands such as Nike and Adidas are accustomed to taking the high-end route. They usually rely on high quality production skills and advanced materials to serve famous elite athletes, thus triggering consumers' psychological halo effect and attracting fans to love their house and their eyes.

Ma Jilong said that the supply of high-end materials and excellent production lines are common. These are not the patents of international brands.

In the past, the old concept of Chinese local enterprises needed to break through in pursuit of low cost and low quality.

The soul of brand building is "culture".

Ma Jilong suggested that local enterprises should learn from the international market.