New Hundred Lun Counter Trend Opens 313 New Stores

While P's revenue in China has fallen during the latest quarter of, another sports brand from the United States is rising.

< /p >

< p > latest data show that NewBalance, the American sportswear manufacturer, has set up 886 stores in 142 cities in China in 2013, an increase of 313 over the previous year, and sales doubled this year.

In the case of major local brands continue to store the tone, the new Bai Lun's performance is particularly eye-catching.

< /p >

< p > reporter learned that in the industry's view, "a href=" http://www.91se91.com/news/index_c.asp "new hundred Lun" /a "accurate market segmentation positioning has won the favor of the market, and the grasp of the trend is also contributing to a certain extent, but whether the follow-up can sustain high growth depends on whether the new wave can continue to grasp the trend change and consumer demand.

< /p >

< p > < strong > sales doubled this year, < /strong > /p >

< p > 31st degree was the first to release the three quarter performance report of 2013 in several major local sports brands.

As many people expected, the latest operating figures for the 31st degree were not encouraging. In the three quarter, they closed 443 stores and closed nearly 5 stores a day.

< /p >

< p > Lining, PEAK, XTEP, Anta and other local sports brands have not released the latest data, but according to the medium-term performance, the performance of the five major local sports brands is still declining, and the tide of shop closing is also continuing.

The world's big names are as bad as Nike and Adidas.

< /p >

< p > industry is gloomy. New hundred Lun has risen against the market and become a dark horse in the industry.

< /p >

< p > according to the latest reports, China's sales volume rose by 50% in 2012 compared with 2011.

So far this year, its sales have doubled compared with the same period last year.

New Pak Lun related staff told reporters that in 2013, new Pak Lun laid 886 stores in 142 cities in China, an increase of 313 over the previous year.

Under the background of many sports brands being closed down, such opening speed is attracting attention.

< /p >

Compared with P, Nike entered China in 1980.

In 2003, new brun entered the Chinese market. Compared with Adidas, Nike and other international first-line sports brands, new brun emphasized the comfort of sports shoes.

At the beginning of entering China, Xin Bai Lun did not get a good market response. At that time, Nike and Adidas both had loyal and growing consumer groups in China.

< /p >

< p > however, to date, the development of Nike and Adidas in China is facing bottlenecks.

Nike's latest quarterly report shows that the company's operating income in the Chinese market was $574 million, down 3% from the same period last year.

According to the 2013 annual report released by Adidas, the sales revenue of the company in the Greater China region increased by 6% over the first half of the year, far below the 19% in the same period last year.

< /p >

< p > analysis shows that one of the reasons for the slow development of Nike and Adidas in China is that the new brands such as new brun are showing an upward trend in China.

It is reported that after the 2008 Beijing Olympic Games, many sports brands were trapped in the high storage dilemma. The new bran came to the turning point of the domestic running movement gradually in 2010.

< /p >

< p > > a href= "http://www.91se91.com/news/index_c.asp" > shoes and clothing industry < /a > independent commentator Ma Gang said that the new Bai Lun just grasped the opportunity to comply with the change, the market entered the niche market by the public category, and constantly broke down, and the new Bai Lun just entered the biggest segment market.

< /p >

Last year, JamesDavis, chief executive officer of new P, announced the new goal of 2015: replacing Germany's rival Puma in 2015, following Adidas and Nike, becoming the world's third largest manufacturer of "http://www.91se91.com/news/index_c.asp", "sports equipment < / a".

< /p >

< p > < strong > running trend with hot new Bai Lun < /strong > < /p >.

< p > there is a view that the new strong performance in the Chinese market is due to its late entry.

But in Ma Gang's view, the high growth relationship of entry time is not large. There are many reasons: first, it caters for the consumption trend of subdivision products, adjusts products to cater to the market demand; secondly, compared with Nike and Adidas, the stores and sales base of the new market are also relatively small; besides, consumers' attention to and the degree of participation in running is also a factor.

< /p >

Compared with Nike and Adidas's attempt to attack football, basketball and running, P has long focused on running this sport, making it outstanding in the running boom.

"Many local brands have been involved in many fields, and there are hardly any single brands."

Ma Gang told reporters that the performance of new Bai Lun has a lot to do with its positioning. The image on running shoes is especially popular among the people.

< /p >

At P, running has become one of the most popular ways of national sports.

Data show that last year, the national marathon participated in more than 500 thousand people, and a record was set.

Sponsorship of major running events is a major concern of New Zealand.

It is understood that this year, new hundred Lun has held two ColorRun competitions in Beijing and Shanghai.

< /p >

< p > however, the local brands are also gradually increasing the running category.

XTEP's slogan "love running, love XTEP" highlights its strategic position in running categories.

In addition, many brands, including Anta, are constantly launching running activities.

< /p >

In this context, the continued high growth of new P has become the focus of the market.

"The popularity of this brand is its advantage and has its own characteristics, but it will definitely encounter bottlenecks only by relying on the epitaxial growth."

In Ma Gang's view, the expansion of stores will eventually be saturated, which can continue to be commodities and brands.

At present, all these two aspects are new, but the market is changeable after all. Whether we can continue to expand the scale of new Bo Lun's follow-up, depends on whether we can continue to grasp the trend change and consumer demand.

< /p >