Chinese And Foreign Brands Compete For Sporting Goods Market

Jordan told Jordan that the outcome of the "name" dispute between the US basketball superstar and Chinese sporting goods enterprises is hard to predict, but the smell of commercial smoke behind the incident is conjectures. How can local enterprises stand out?

Ma Jilong, Secretary General of the State Sports General Administration equipment center and Secretary General of the China Sporting Goods Federation, said in an exclusive interview with Xinhua news agency that the pattern of monopolizing China's first tier cities by Nike, Adidas and other international brands has been broken. Chinese and foreign brands will scramble for cake in the sports goods market. If local enterprises want to build a brand on the key,

In the past, most international brands such as Nike and Adidas were locked down. High-end customers The strategy of the household mainly aims at the first tier cities, and many domestic sports products manufacturers such as Anta adopt the strategy of "encircling the cities by the countryside", and attack from two or three line cities or even four line cities.

"The pattern of international big brands monopolization of the first tier cities has been broken," Ma Jilong said, for example, Guangzhou is the best selling area of Anta, a leading sporting goods company in China. Its sales account for about 1/4 of its total plate. Its market share mainly comes from Guangzhou and several other major cities. In the region, at least Anta and international brands are the same.

He believes that the market of China's first tier cities is huge, and local enterprises have realized that this cake can not be lost, so they have managed to squeeze into the high-end market. At present, Beijing, Shanghai and other shopping malls can be seen everywhere agent Lining, Anta brand distribution shop.

"Considering the market demand, the sense of brand value of local enterprises is gradually developing. Enhance Unlike before thinking about how to sell more products, more and more local companies enter the first tier cities, one of the main purposes of marketing is to brand, "Ma Jilong said.

By the end of 2011, the total output value of China's sports industry reached about 222000000000 yuan, of which the sporting goods industry was the largest, accounting for more than 80%, and the apparel industry was one of the fastest growing areas in the sporting goods industry.

Ma Jilong told reporters that over the past 10 years, the growth of local sporting goods enterprises has been particularly rapid. For example, at the end of the last century, Anta had only 1 billion yuan assets, and now it has reached more than 90 billion. "Sports goods in China" market Cake will grow bigger, "Ma Jilong said. However, as the strength of domestic and foreign brands is becoming increasingly balanced, market competition will become more intense.

Besides the upsurge of local enterprises, international brands also began to "settle" and seize the low-end market. For example, he said, after 2008, some international brands proposed to develop to the three tier cities. In 2009, Adidas even proposed that the company should develop to the "seven" line cities in China.

"In the next few years, domestic brands will continue to develop relatively rapidly, and competition with international brands will have price advantage." Ma Jilong believes that with the improvement of domestic brand influence, the gap between technology level, material quality and international brand is narrowed, and the price is low, which may meet the needs of more Chinese consumers.

However, he stressed: "although the international brand market is threatened, it will not be squeezed out of the Chinese market."

Faced with the infiltration of international brands, Ma Jilong believes that if local enterprises are to occupy the market share, if they want to keep the development momentum of the enterprise developing continuously, they must learn from the strong international brands and constantly cultivate the main lifeline of "brand".

Many famous international brands such as Nike and Adidas are accustomed to taking the high-end route. They usually rely on high quality production skills and advanced materials to serve famous elite athletes, thus triggering consumers' psychological halo effect and attracting fans to love their house and their eyes.

Ma Jilong said that the supply of high-end materials and excellent production lines are common. These are not the patents of international brands. In the past, the old concept of Chinese local enterprises needed to break through in pursuit of low cost and low quality.

The soul of brand building is "culture". Ma Jilong suggested that local enterprises should learn from the experience of international brands and promote publicity. Through elaborating about dreams and inspiring stories, they can create their exclusive culture for their products and get consumers' favor with "cultural brand".