Nike, Wal-Mart pushed into the civilian population of high-end brands – CRI-1001 Tester manufacturer
After a long time to enter
the discount chain will damage the market value of its brand after the debate, the world's leading sporting goods manufacturers Nike Finally entered the company's products, the largest U.S. supermarket chain Wal-Mart. But the strange thing is, but you can not find how its familiar logo.
Now, U.S. customers can Wal-Mart in 400 supermarkets nationwide to 37.64 U.S. dollars in the purchase price of the Starter's Nike sneakers. Nike, the world's largest Sportswear Manufacturer, the acquisition of Starter brand last year, its aim is to enter Retail End-market profits. Nike cited NPD Group survey said 70% in the United States in 2003 to sell sports shoes cost less than 45 U.S. dollars, the market is huge.
Nike new First Vice-President of Business Development Scott said, Nike hopes to capture a slice of this market, but worry that the move would be detrimental to the prestige of its core brand. Current situation is a long-lasting strength of Nike brand, you need to worry about is that it will expand its brand too widely.
Nike in August last year to 43 million U.S. dollars of the purchase price of Starter brand, which indeed is the Starter brand a working-class brand, since 2000 cooperation with Wal-Mart has been the best selling sports one shoe. Its price of around 20 dollars, and the average price of similar discount stores.
Taken over by Nike's Starter brand priced at 40 dollars, 110 dollars than the high price of Nike shoes, much lower. Significant price reductions in the Starter brand, the new Starter shoe as "stingy" customers want to buy products.
Starter Nike launched, some customers have a good rating. These customers are sensitive to price, so the price is right for them. Some analysts said it was for Nike's image is more coordinated. Nike hopes to do the best in the industry, whether it is placed in the windows of Madison Avenue, or placed Wal-Mart's discount on the counter.
Scott said about 40 dollars by offering a price of shoes, etc., has been pushing for action in this regard. And Nike has spent 3 years to study the market. While discount stores are evolutionary, not just those who discount the sale of goods.
This change of course, attracted the attention of Nike, they realize that these discounted products into the market with its space but also to raise their prices. This means that Nike have a resolute attitude, their products can be sold in Wal-Mart this occasion, the market can also be expanded to other supermarket chains. And next year, Nike plans to offer more discounts to market the brand.
But some also take a negative attitude. Nike partners, Ms. Mary Exeter Brands Group Chairman, says that this sort of thing very interesting. You can use the price of 4 U.S. dollars in the "Four Seasons" buy a Pepsi, you can the price of 4 dollars in Wal-Mart bought six Pepsi, but you get the feeling is completely different.
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