The Birds In The Shoe Industry Are Flying Against The Wind In The Sound Of "Rising".

Order-placing meeting

Double rise in volume and price

Since the beginning of the year, due to the increased cost of raw materials, tight store resources and rents, the sports brand industry has had a greater impact, leading to the price rise of major sports brands.

This order price of sports shoes, clothing and accessories has increased to varying degrees over the same period last year.

Chen Zongrong, director of the footwear development center, told reporters that the price system would be adjusted, and that enterprises would do their best to digest the cost of internal price increase, and at the same time, they would increase the added value of products through R & D, service and so on, so as to attract consumers with higher cost performance.

Chen Zongrong introduced that the new product combines the characteristics of light, thin and pparent, and cites the latest technology to develop new processes, such as seamless hot process and two-sided supporting technology. These integrated technologies can reduce the cost of manual sewing, greatly reduce labor costs, and make it cleaner, more breathable, lighter and cost effective.

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Despite the pressure of such a big industry, the market expansion of the expensive birds has not been affected in any way. The total number of national stores has maintained a relatively rapid growth.

By the end of July this year, there were more than 1000 new stores in Guige bird, an increase of 7.5% over the same period last year. The success rate of new shops in the whole country increased significantly, and the channel structure continued to improve, and more efficient shops appeared. There were more than a dozen shops in a city like Hezhou and Guigang in Guangxi.

It is reported that the next step will be to strengthen the front-line command function of the regional operation center mode based on regional operation, management and guidance, and strengthen the operation ability of all links in commodities, channels and retail businesses.

Although the unit price is higher than the original price, the enthusiasm of the distributors and agents is still decreasing. The number of orders increased by 4% over the same period last year, and the total volume of orders still increased by more than 30%.

Reporters interviewed several dealers at the scene. They had such great confidence in the "bird of happiness". It is inseparable from the brand concept of "Happy Sports", "constantly changing the product", emphasizing the management of the terminal and strengthening the integrated marketing.

In recent years, the company has constantly optimized its product structure, and built its own unique style with the concept of "comfort" and "fashion" as its core concept.

In terminal sales, you develop and upgrade the new online POS system, visit and understand the needs of agent operation management and terminal retail management, and plan and purposefully conduct systematic training for distributors and agents.

In addition, every year, through the selection of "excellent dealers in the country" and other measures, the "noble bird" encourages the market to enhance brand cohesion.

In terms of brand differentiation, the "Happy Sport" and the "happy first pole" of Chinese sports brand, which are called by many financial media, are gradually taking the place of "one pole" in the hearts of consumers.

In the first half of this year, more than 20 TVC TV advertisements, online advertisements and so on were filmed by the birds in the first half of this year, including the new Asian flying hero, the world snooker, my RUN and so on. Through the conclusion of strategic cooperation, a strong cooperation with the Chinese Internet users with the largest number of online users and the most active interoperability has made the communication and interaction between the great bird and the target consumer groups greatly enhanced.

In addition, the "noble birds" also increased the intensity of integrated marketing, and worked closely with CCTV, Hunan satellite TV, Jiangsu satellite TV and other strong television media to carry out scientific and effective advertising, while integrating Tencent, Sohu, Youku and other Internet media to enhance communication with target consumer groups, so that the "mobile happy" brand idea was deeply rooted in the hearts of the people and gradually occupied the minds of consumers.

According to Lin Tianfu, chairman of the precious birds, when the 2012 London Olympic Games is coming, you will continue to make great efforts to promote the terminal construction through the strategy of "market support, channel upward, retail assault and improve store efficiency", and vigorously promote the terminal construction. Through the strategy of "all the people, all stars and the whole world", we will carry out integrated marketing, continue to enhance the spread of the happiness of the birds and birds, promote the differentiation of "sports happiness", and achieve the leaping development of the brand in the more competitive situation of the sports brand competition.