Outlook for 2010 Chinese athletic footwear industry development – china 12PSB Test Bench
The economy for the first year after the Olympics, China sporting goods industry in 2009, full of joy and grief, most brands are felt from the industry structure adjustment and market level, the truest and most brutal sound. The overall economic situation is not optimistic, the financial crisis, market sluggish, competition, inventory is too large, too much debt, capital flows turn the poor … … In 2009, outlook 2010, on China’s sporting goods industry, key word vaguely N can be seen.
In 2009, China’s sports brand, the pace of internationalization is steadily moving forward, from the Li Ning, Anta, special steps, 361 ° and other industry leaders, the specific action-based brand point of view, the domestic sporting goods industry is experiencing the internationalization of the primary stage, Anta in the Philippines have set up overseas branches, special steps to Singapore and other places as a stronghold for the layout of the Southeast Asian market, 361 ° launch its Asia strategy, Pick of the international market, the pace of expansion accelerated in 2009 … … from the brand’s market strategic point of view, in 2010 the brand strategy in the international movement on the path to more frequent, more effective, in Southeast Asia, Russia, Australia and other countries and regions, market performance will be more exciting.
It can be said in the capital boost, and from the “Made in China”, “Product Output” to “Created in China”, “Brand output” will be a magnificent transformation of domestic sporting goods industry in the new year, the most eye-catching dazzling performances. Internationalization will be China’s leading sports brand leader in a bright road to the future development of the industry, but also will enhance the overall brand image and a high degree of industry. By 2010, the internationalization of the domestic sports brand will bring to us do not like surprises, including market share, brand image and so on. The creation of such a surprise, but also the era of the industry leaders to take a special mission entrusted with the industry.
Domestic implementation of international sporting goods brand in a positive strategy, they also increased the reclamation efforts on the domestic market. The so-called “end-to those who had the world”, the terminal is the survival and development of the heritage of the brand which, in recent years, sporting goods brands increasing the rate of expansion of the terminal. In May 2009, Anta was held in Guangzhou the first 6000 store grand opening celebration; December 2009 in mid-Pick the first shop in Shanghai in 6000 grand opening. It is learned that, in addition to the above-mentioned two companies, the industry is also included to 361 °, special steps, etc., enterprises, the number of outlets have been a breakthrough of its end-6000. With the 361 °, Pick and other enterprises have listed on the power of capital, such as volcanic eruptions, the leading national sports-based brands to bring capital into a comprehensive end-to expand the brand to upgrade the rapid growth stage. Outlook 2010, the sports brand in the terminal will be more competition for resources, the non-rational, the number of higher end outlets will become a mainstream sports brand market expansion of the forward position.
No matter how fierce market competition, optimize the channel how to expand the product has always been the brand’s largest and most important endorsement. As the consumer market further matures, consumers are becoming increasingly rational consumer behavior. Therefore, those who had detached from the product, simple operation carried out around the marketing ideas and practices become “tricks” to re-regression and sublimation of product value. By 2010, most of the sports brands will spend more time at the product level and capital, build high-quality products. Which implied that merchandising will become the industry the focus of attention, the original product, promotion, termination image fragmented situation, will the depth of products along with business and get more attention to fundamental change.
The future, firms operating system, the project will revolve around products, brands, promotion, marketing, and many other operational aspects, the organic resource matching, rather than blindly acts of lone warriors. It can be predicted, the product leader in strategy, will become the sporting goods industry in 2010 The key to competition, “words”, each one you want to win in the end of the brands must first win the product, or market performance and brand-building can only be empty talk.
As the industry leader in 2009, the brand’s success-based listing of the pattern of distribution of the industry has been basically settled. Future opportunities for those who have been left backward few latecomers access to resources will also be operating with the strong involvement of the capital has become increasingly difficult. This is undoubtedly the development of the brand must face the reality, there is no money, how could Bipin terminal, there is no what means are encroaching … … Therefore, we must address the capital level of operational issues and do a scientific capital operation plan. Anta example of the power is still strong, the industry’s business owners are ready to make trouble, hoping to catch Capital Express. Thus, 2010 is the industry’s capital operation is still hot, and that a selective listing of locations will be more diverse, way more. Hong Kong, Shenzhen and Shanghai, the United States listed on the NASDAQ, and other mainstream platforms will continue to be concerned about the later ones; while some non-mainstream markets, such as South Korea, Malaysia, Singapore, also for those with limited strength of the brand enterprises to find a new road. 2010 Capital Management will continue to lead the development of the industry to continue to lead the industry reshuffle and upgrade.
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