Path Of Noble Birds: Developing The Three Or Four Line

Price triggers market elimination

Since the beginning of this year, several domestic sports brand stocks have been diving repeatedly.

As of August 1st,

The sporting goods industry, which has been expanding at a high speed, is facing a market predicament. The reason is that over the past few years, excessive expansion has led to slower growth in performance, increased inventories and lower profits.

At the same time, the price increase is also an important reason.

For example, in the fourth quarter of this year, the price of shoes will increase by 7.8%, and the price of clothing will rise by 17.9%. Lining.

The choice of investors indicates that new changes will take place in the industry pattern.

"The impact of price increases on the three or four tier market will be more obvious, because consumers in the three or four tier cities are more sensitive to prices, and the foundation of domestic sports brands is in the three or four line market. Anyone who can stand steadily can enjoy the fruits of this round of attack."

Charlie, deputy general manager of marketing, believes that the essence of price increase is to gradually eliminate the barriers between international brands and domestic brands and domestic brands of different grades, and form a double-layer battle between market channels and the same price range.

At the end of the spring and summer products ordering meeting in 2012, the birds did not announce the specific increase in the overall price of the products. Some agents said that there was "a certain increase, but not a great deal".

Chen Zongrong, director of the development center of the noble bird shoe industry, has acknowledged that the price system of the birds will be adjusted, but the birds will try their best to digest the cost of rising prices internally.

Perhaps the price increases have not been greatly affected. The terminal sales of expensive birds have not been affected by the wide range price adjustment of domestic sports brands. The enthusiasm of distributors and agents for orders is still high, and the number of orders has increased by about 4% over the same period last year.

The industry believes that in fact, in all factors of price increase, the increase of store rents is greater than that of labor costs.

However, with the rapid development of China's urbanization process, the purchasing power of small and medium-sized cities is growing. In order to seize the opportunity, the major sports brands are carrying out a new round of resource grabbing, and the market competition will become more intense.

"Bird in the city" layout

Most of the domestic sporting goods brands have developed a store expansion plan, and plan to expand the number of stores to 10000 in 3 to 4 years.

By the end of 2011, Anta will take the lead in entering the era of sports brand operation.

And Lining, 31st, noble bird, PEAK, XTEP and other brands followed closely.

According to the survey of an authoritative Market Research Institute in China, the domestic sports brand with the highest reputation and even the highest degree of satisfaction in the three or four line cities is actually the most popular bird in the second camps.

Charlie believes that if a brand wants to rush ahead in the market competition, we must first understand its advantages and then push forward in five aspects: brand building, product development, channel upgrading, management innovation and ideology.

Channels become an important factor for domestic sports brands to maintain market dominance, and an important means to maintain market advantage is to have a healthy sales network.

Among many sports brands, the precious birds face the pressure of listing and financing and rapid expansion of competitors. They have not blindly and rapidly expand the national market, but focus on deep plowing of the three or four line cities, and seize the first tier market, strengthen the second tier market, quickly deploy points, raise the operating efficiency of the stores, increase the density of sales outlets, and adhere to the strategy of "urban layout".

In many small and medium-sized cities, the "birds and birds" have increased the intensity of the "big store" construction, and opened a bird nest shop with an area of 316 square meters in the Baoding class a business district of Hebei, and opened a bird nest shop in the Zaozhuang, Shandong, covering an area of 380 square meters.

At the same time, the birds began to upgrade the terminal stores.

Due to the implementation of the "city layout" channel strategy, as of July this year, guein bird opened more than 1000 new stores, an increase of 7.5% over the same period last year. The success rate of the new store opened by the Guige bird has been greatly improved, and the channel structure has been adjusted and improved, and there are many more efficient areas, such as Guangxi Hezhou and Guigang.

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In order to improve the overall operation level, the company set up a commodity operation center, developed and upgraded the new version of online POS system, improved the timeliness and accuracy of sales data, and improved the level of dynamic management through the real-time collection and analysis of product sales data and inventory data.

It is through comprehensive and systematic analysis of commodity data that the timely sale of goods is predicted and the quarterly commodity development plan is made, making scientific decisions, and strengthening and improving the sales capacity and level of the commodities of the head office, branch offices and franchisees.

In addition, the Hunan bird also launched integrated marketing for the three or four line market, and worked with powerful TV media such as CCTV, Hunan satellite TV and Jiangsu satellite TV to integrate network media resources such as Tencent, Sohu, Youku, etc., to interact with target consumer groups, and spread the brand concept of "sports happiness" for broader consumer groups.

According to the insiders, there is still a long way to go for Chinese sports brands to achieve international operations and fight against international sports brands.

The three or four line market with the most fundamental roots is the right market expansion strategy based on the expansion of the first and second tier markets and the breakout of the international market.