International Competition Is Strong And Mainland Sporting Goods Brands Still Need To Work Hard.

In the global fashion industry, there are numerous brands, but the global sporting goods industry has oligopoly, which has occupied most of the market for Nike and Adidas. Of course, the ability of the company itself is not high. Of course, it is an important factor. From the results now, it is concluded that Nike and Adidas must be far more competitive than other competitors.

However, the nature of the product is the main reason that led to the emergence of this oligopoly.

For example, handbags market, different brands, the price can be several times the difference, from 1000 yuan to more than one hundred thousand yuan can be, in the final analysis, because it has the ability to show off this factor.

A horse bag and a LV bag are different in handwork and materials. But are their differences really 5 or 6 times as much as the price difference? Absolutely not, but these two prices can distinguish the identity of the holder.

Because the product can represent the identity of the holder, the high-end brand will only focus on high priced products, so as not to affect the brand value, thus retaining the space for other intermediate and low-grade brands.

No conspicuous.

But sporting goods are not very conspicuous, such as basketball shoes, the most expensive official retail price in the market may be about HK $1500, which is affordable for ordinary people, so it can not create the function of representing status.

Therefore, for Nike and Adidas, their products can span the whole low, middle and high-end market, from 300 yuan of 1 pairs of basketball shoes to 1500 yuan have their products, leading to an oligopoly situation in the whole industry.

It's an American company.

They are German companies whose success is closely related to the development of their national sports.

The United States is a powerful basketball country, Germany is a powerful soccer country, and the two are the most popular sports in the world. Therefore, the two brands have developed all the way through the sports strength of their country to break the sporting goods market around the world.

Strong individual is hard to promote Chinese brand

Two, the most popular sport type has been pformed into China's strong points.

Comparing the two changes, the possibility of the first occurrence is relatively large. Taking basketball as an example, China has successively produced several basketball players who can play the highest level NBA matches in the world. However, this also has another problem, that is, the strength of Chinese basketball is limited to individuals, rather than Chinese teams with strong representativeness. Moreover, those individuals also choose to endorse foreign brands, so for the time being, it is not very helpful to promote Chinese brands.

Another possibility is to popularize the pformation of sports types, unless it is a great change in the living space and habits of human beings. Otherwise, I think this is even more impossible.

Mainland brands should enhance crisis awareness

The mainland sporting goods brands are forced to stay in the mainland market when they are difficult to internationalize. Fortunately, the consumption power of the three or four tier cities in the mainland is increasing day by day. Their brands will not collapse at once to Nike and Adidas, and disappear immediately.

However, they should realize that if they do not take the chance to change their strategies or styles, such as PUMA, they will change their style of dress. Once the majority of people in the mainland can afford the cheapest pair of wave shoes of Nike and Adidas, they will have no competitive advantage at all.