How Can High-End Shoe Brands Go Through The Depressed Swamp?

In China's sporting goods market, there has been a spectacle for a long time: no matter how fierce the promotional campaigns of other brands are,

Always free from the outside world.

However, this situation has changed suddenly in the near future.

Nike's earnings report said Nike's stock had risen by 20%.

In order to increase sales, Nike's promotion will gradually normalize.

Nike, the darling of the sporting goods market, has also been involved in the increasingly popular promotional battle with the decline of the overall economic situation.

The change of Nike makes people find an important proposition: the bad economic situation is a more severe test to the high-end brands in the market.

Because the price orientation of consumers is getting stronger and stronger, premium premium of high-end brands will be significantly reduced.

If the high-end brand is involved in the promotion war, it may damage its brand positioning.

It can be said that in the economic downturn, how to deal with the strategy of high-end brands is a technical problem.

To this end, the reporter interviewed Mr. Rees, the father of positioning, to explore the positioning problem of high-end brands in the economic downturn.

Nike of "two days".

Now, in order to digest the stock and increase sales volume, Nike has also begun to get involved in the promotional war with its peers. This is very rare for Nike. How do you evaluate Nike's market change? Nike, such as high-end brands, is involved in the promotional battle with their peers, whether it is a straight price cut or a discount.

But on the other hand, some high-end brands will make another kind of mistake - they are priced too high to maintain sales in the market.

Sooner or later, prices have to be cut to maintain sales.

The above two situations of high-end brands should be reconsidered.

SterneAgee analysts think: "Nike has so far failed to locate the high-end footwear in China". Why do you think Nike will encounter such a problem in China? Is today's involvement in the promotion war even more important for brand positioning?

Usually, a brand builds a high-end positioning through public relations or public relations planning, rather than advertising.

Relying solely on high pricing is no way to build high-end positioning.

You need to create a lot of PR and PR events before you can make high prices.

Of course, involvement in promotional campaigns will weaken the high-end positioning.

On the other hand, although Nike's performance in China is open to question, its overall performance in the global market is very good, and some important initiatives are worth building.

Reference resources.

Dual brand strategy is suitable for Nike in the downturn.

A common problem is that at present, the world economy, including China's economy, is in a difficult period, and consumers are more careful than ever.

What kind of price adjustment and marketing strategy should you deal with in the period of brand positioning such as Nike? First of all, the price of the brand should be consistent.

If Nike thinks its brand is priced too high in China, it should lower prices and permanently lower prices, not to cope with economic hardships.

The worst thing a brand does is change prices constantly according to the changing economic situation.

In many cases, in order to cope with the adverse and long-term economic situation, a better strategy for enterprises is to keep your company.

Premium and launch a less expensive brand at a lower price.

In the long run, brand opportunities exist in almost every category of products, both high-end and low-end.

A company with two brands has the ability to lead both ends of the market at the same time.

The worst part is the middle part of the market.

Because consumers want the best (high-end), or the cheapest (low end) product.

Few consumers will think, I want a product that is not very good or bad.