08 Of Domestic Sports Shoes

Over the past year, with the approaching of 2008, the relevant topics have become popular. Especially the remarks on the "Olympic year hot sports products industry" are widely circulated. Many manufacturers have high hopes for 2008, and invest heavily in product development and advertising. Specifically to the sports shoes industry 08 of the multi-party prediction, few pessimism. In the past few years, the author has put forward his own views on the position of serving the South Fujian sports shoes and clothing enterprises and has sought to communicate. In the sense of domestic mobile phone industry, in fact, the present situation of domestic sports shoes is quite similar to that of mobile phone market a few years ago. At that time, a large number of domestic capital optimistic about mobile phone hot, have entered the market in a high-profile, want to share a cup of soup. Over the past few years, the brand of high tech, panda and so on has been depressing, and some brands are facing huge debts. Taking stock of the commonly used tactics of domestic mobile phones is nothing more than the following points: first, star spokesmen open up, invite Tony Leung, Andy Lau, Maggie Cheung and other hot pop artists to help out; two, the TV media bombardment repeatedly, the panda cell phone is attracted more attention by the CCTV queen, and the three is to fight for the terminal, paying special attention to the number of sales, publicity and sales promotion. The other is to emphasize the fashion design of products, highlight the advantages and disadvantages of products relative to foreign brands, and try to make purchases with good quality and low price as incentives. For the entire mobile phone market, foreign brands such as NOKIA, Samsung, Motorola, Sony Ericsson and so on are steady, and the market share is stable and expanding. Every move of foreign brands affects the trend of mobile phone industry and becomes a model of domestic brands. Therefore, linking up the domestic sports shoes, Nike, Adidas and other brands in the global industry's lofty status is a foregone conclusion, which obviously affects the direction of domestic brand product R & D, selling space, advertising image and operation mode. Meanwhile, the importance of foreign brands in the Chinese market continues to move down, and the market penetration from the first tier market to the two or three line cities will erode the market share of the domestic brands. And star strategy, media advertising, terminal construction, price promotion and outstanding fashion, cost-effective products design is also a common tactic of domestic sports shoes. Experience tells us that if a specific market has a very promising market opportunity, but the entry threshold is low, crowded manufacturers, marketing From EMKT.com.cn homogenization and deep in the mire of price war may not be far from the danger. The embarrassment between leisure and sports is that if Switzerland is to watch the meaning of the watch is a strong manufacturing image, then sports shoes are undoubtedly a disadvantage for China. Customers, including athletes, have long treated the difference between domestic sports shoes and professional game shoes. The domestic brands are generally skeptical about technology. Even if leading brands such as Anta, Lining continue to pay for R & D and close ties with sports circles, it is difficult to rectify the mainstream cognition of collective weakness. In fact, from the analysis of customer value orientation, customers' requirements for the basic attributes of sports shoes are comfortable and fashionable. As for the ordinary customers, high technology is desirable attributes, but the premise is that it can be controlled within the acceptable cost of purchase. It's not difficult to understand why entertainment stars can promote the sale of sports shoes, because star endorser can give the product a sense of fashion. In a vague sense, customers are in love with sports shoes because of fashion, rather than the real needs of athletic sports. 2008, the impact on China's economy, culture and politics, especially on sports industry, is obvious. As a domestic brand that has long gathered in the middle and low purchasing power class, if we abandon the original trading base built on leisure and fashion attributes, we will get stuck in the Olympic year, and it will be hard to please and not say it. Brand concentration is the inevitable result of competition. It costs one hundred million yuan or so to support sales at the cost of tens of millions of advertising fees each year, which is the same distress for many domestic two or three line brands. Coupled with a high subsidy for middlemen terminal image decoration, especially after the increase of clothing and accessories, the profits of domestic sports shoes are not as good as their appearance. The reason for this is the result of competition pressure, such as the suppression of competitors, such as foreign brands, domestic competition at the same level, the lookout of young players, the substitution threat of casual shoes and clothing brands, and frequent special sales promotion in various sectors of the market, which makes the bargaining power of customers more powerful, so customers are not only the contributors of brand profits, but also the negative forces hindering the profit harvest. According to the general law of marketing, the market competition experiences from disorderly competition, orderly competition, perfect competition to monopoly competition, and the final situation is that the 35 brands occupy most of the market share. The rapid expansion of Anta's scale in recent years has left the other brands of the so-called "brothers of the city" in Quanzhou far behind, which can be regarded as a sign before the concentration of brands. So for most domestic sports shoes, instead of complacent in the 2008 opportunity, it is better to test their abilities honestly and find matching market opportunities and start from market segmentation. In this regard, the "information security" business in the domestic mobile phone industry can be a case study. Original: "clothing guide. Shoes world week" 2008 phase 1 welcome to discuss your views and opinions with the author. E-mail: cnad@163.com