Can 331 Overseas Products Sell Well?

domestic

Overseas markets have been stepped up, and some enterprises that have already tasted sweet start to make overseas market results in China.

Reverse replication.

Sports brand 360 degree recently announced that it will start the international line from this year.

Back to the domestic market, one after another.

It is reported that the Sensation 2 generation running shoes, which are popular in the North American market, will be listed at home and abroad by the end of November. The domestic price is expected to be 799 yuan.

Since last year, it has started to make full efforts in overseas markets.

The 31st international line is targeted at professional retailers in the US and Brazil, targeting high-end and professional running products.

From the 2015 annual report, the revenue of overseas business was 44 million 700 thousand yuan, accounting for only 1% of the total revenue.

Although overseas business accounts for a small proportion of the actual revenue of 360%, the overseas product line really helps the brand influence.

The Sensation series running shoes in the 31st degree overseas line product were listed in the US authoritative monthly runtime world Runners world last year.

In terms of appearance, the biggest difference between overseas products and domestic products is the brand Logo:, a huge "3" instead of "361 degree" Logo.

It is reported that the 31st degree overseas edition of running shoes will adopt the "3" Logo and gradually weaken the brand.

The industry believes that the 31st degree is intended to reduce the domestic consumers' inherent cognition of the brand, so that the products of offshore products can take the market in a more innovative manner.

However, whether the performance of overseas markets can be replicated in the domestic market is undoubtedly a big problem before the 31st degree.

Zhuang Qin, a clothing industry marketing expert, told reporters that Nike had a 17.5% market share in the Chinese sporting goods market, while Adidas followed 16% of its market share.

Despite the collective performance of domestic sports brand performance last year, Nike, Adidas and other brands still dominate the mainstream consumer groups in the first tier cities, especially in the high-end market.

"Take the 360 Sensation 2 running shoes as an example, the price of nearly 800 yuan, and Nike and other foreign brands in the price gap is not big, depending on the price is very difficult to attract consumers."

Zhuang Qin also pointed out that although the 31 degree overseas line product focuses on the development of materials, there are no other brightest technology components.

Overseas brands such as Nike and Adidas began designing styles with built-in chips many years ago.

"If overseas products and domestic products do not have enough high technology sense, and they can not form an advantage in price, if Nike and Adidas occupy the domestic market of high priced shoes, can the overseas product line of 331 degree be recognized by domestic consumers and face greater pressure?"