Chinese And Foreign Brands Compete For Sporting Goods Market

Jordan told Jordan that the outcome of the "name" dispute between the US basketball superstar and Chinese sporting goods enterprises is hard to predict, but the smell of commercial smoke behind the incident is conjectures. How can local enterprises stand out?

Ma Jilong, Secretary General of the State Sports General Administration equipment center and Secretary General of the China Sporting Goods Federation, said in an exclusive interview with reporters that Nike, Adidas and other international big brands monopolized China's first tier cities. The pattern of Chinese and foreign brands has been broken, and Chinese and foreign brands will compete for the cake of sports goods market. If local enterprises want to build a brand on the basis of the key,

In the past, most of the international brands such as Nike and Adidas took the strategy of locking high-end customers, mainly targeting the first tier cities. Many domestic sports products manufacturers such as Anta adopted the strategy of "encircling the cities by 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 monopolization of 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 plate. 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.

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. "China's sporting goods market cake will be bigger," Ma Jilong said. However, with the increasingly balanced brand strength at home and abroad, market competition will become more intense.

In addition to the upsurge of local enterprises, international brand Also began to "subsidence" to seize the low-end market. For example, he said, after 2008, some international brands proposed to develop to the three tier cities. In 2009, Adidas even proposed that the company should develop to the "seven" line cities in China.

"In the next few years, domestic brands will continue to develop relatively rapidly, and competition with international brands will have price advantage." Ma Jilong believes that with the improvement of domestic brand influence, the gap between technology level, material quality and international brand is narrowed, and the price is low, which may be more suitable for Chinese people. consumption Demand.

However, he stressed: "although the international brand market is threatened, it will not be squeezed out of the Chinese market."

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 high-end Material Science Supply and excellent production lines are common. These are not 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 experience of international brands and promote publicity. Through elaborating about dreams and inspiring stories, they can create their exclusive culture for their products and get consumers' favor with "cultural brand".