Under Armour Goes Deep Into 123 Tier Cities In China

Even a very experienced sports consumer in China, the perception of Under Armour may be very limited.

The reason is very simple. The sports brand ranked second in the US market has more than 90% of its revenue from the US single market, and its recognition is not too high outside the US.

But now the brand wants to reverse the situation.

"I hope Under Armour is an international brand, and more than half of its sales will come from outside the United States," he said.

Under Armour founder and CEO Kevin Plank (Kevin Plank) said in an interview.

China and Asian markets have also become the overseas battlefields highly valued by Under Armour.

Moreover, in China, although it is new at the beginning, it has not limited its vision to the cities that go north, Guangzhou and Shenzhen.

Recently, Under Armour decided to open its thirty-second stores in Shenyang.

This is the first time that Under Armour has entered Shenyang, but it is the fourth store in the northeast.

In China, the shops of Under Armour are mainly located in the northern Guangzhou first tier cities, but in the past one or two years, they have made deep arrangements in the two or three line cities, such as shops in Chengdu, Yinchuan, Ji'nan, Taiyuan, Nanjing, Zhengzhou, Yiwu, Dalian, Chongqing, Xi'an and Xi'an, which can see Under Armour.

Under Armour began to enter China in 2011.

But this positioning professional and high-end brand has not opened up quickly, mainly because of the high price of its products - even higher than the brand Nike from the United States.

And more importantly, the consumption of sports in China has not fully erupted, and consumers' investment in this field has been cautious and rational.

However, the runaway tide that emerged in 2012 and the rise of China's middle class consumption brought good news to new balance and Under Armour brands.

Besides, Under Armour also started to have more stories to tell.

Under Armour, founded only 19 years ago, has focused on the American College leagues and won good reputation through its high-performance and professional products.

An example is that Under has signed 13 NBA stars since the year of Armour2008. Stephen Currie has performed the best. He is already NBA's most outstanding defender. He has also been selected for the 2014-2015 season of the NBA all star game in Western China. His popularity is second only to that of super star Lebron James.

Last summer, Under Armour fought a battle against Nike in order to get Kevin Durant.

Under Armour reported Durant for 10 years, 320 million yuan (about 2 billion yuan).

Although the brand was finally lost to Nike, the media and fans all over the world began to reexamine Under Armour.

Meanwhile,

Also became the sports brand Nike and Adidas's biggest enemy.

According to the data provided by SterneAgee and SportScanInfo, the sales of Under Armour increased by 20% in the first 8 months of last year, reaching 1 billion 200 million US dollars (about 7 billion 900 million yuan), and for the first time, it surpassed 1 billion 100 million US dollars (6 billion 900 million yuan) of Adidas in the US market.

"In China, we will continue to maintain the brand's DNA."

Planck said in an interview before.

Based on these, Under Armour has enough strength and confidence to expand its Chinese market energetically.

In 2013, Under Armour the world's first sportsman experience shop.

Kerry Center, Jingan.

"I am honored to be part of the Under Armour sportsman experience store to inspire Chinese mobile operators."

Phelps, the Olympic eight gold king, said he also came to China to communicate with consumers as a member of Under Armour.

Nowadays, Under Armour has not opened the market by relying on the original "sweat absorption and drainage T-shirt". Its products involve football, basketball, rugby, running, outdoor and other fields.

"90% of the people who walk past our stores may not know what this brand is."

In 2011, Planck evaluated the Chinese market.

But in the future, he expects Under Armour to become a part of Chinese young people's life.