Recently went to a sports shop go in a circle, such as adidas, Nike products overall price levels have gradually down trend. Of course, its still a high-end product exists, but the overall price seems to have signs of loosening.
As the domestic brands such as Li Ning, anta, Pickwick, 361 degrees, strong rise, Nike especially adidas in China market felt unprecedented pressure, Li Ning even has issued beyond adidas become the industry's second brand of market is the Universal Declaration, anta with Chinese Olympic Committee of marriage renders aggressive posture.
International brand of anxiety is completely necessary. Compared to a sound, they applauded in the Chinese market rate did not reflection is fully equivalent proportional relationship. China is certainly the "BRIC" leader, how to expand the market share in China so that more Chinese people to be their loyal consumers, became its first meaning. To Nike, Adi international sports brand experiencing decades or even 100 years of precipitation accumulation, has reached a very high level, and by virtue of the domestic sports brands unmatched resources and the right to speak, their use in marketing or almost reached the ultimate; BC also in a second-tier cities such as essentially reached the saturation, pro shop and shopping centre, shop in shop, as well as the professional sports market image store simultaneously, or even three-tier cities are gradually permeability; in this context, the market share is still unable to meet expectations, but let these international giants on traditional 4P prices have had a certain amount of doubt: is the price of their product positioning and Chinese consumers consumption is expected to have a gap? this price level of overall down phenomenon, I not sure just a coincidence, or is a major strategic adjustments. But worry wondering whether it is a battle or a strategic adjustment for very hot sports market brings a certain impact, even marketing to Chinese sports brand camp.
International brand use price leverage, will likely give vibrant local sports brands to suppress, by lowering the price threshold, occupy a part of their "spheres of influence." Whether it be hand in hand with the Chinese Olympic Committee of anta, or together with the NBA's horse, and Li Ning's sponsorship of foreign sports teams and sports stars, their brand image are doomed not comparable with international brands, products premium force of nature is also relatively low. Active international brand, the price is bound to be a Chinese sports brands are increased through various means to increase the difficulty of premium products, because consumers of psychological level "stubborn" that domestic brand to be you and international brand keep a certain price low. Thus, international brand price move is likely to bring the situation is that part of the original consumption domestic brand customers, turned international brand, and the original international brand of consumers but also because there is no better choice also had to continue to select consumer international brand. So, the international brand to expand market share, which is likely to become a reality; and, also, to a certain extent, set up the domestic sports brand high-end of obstacles. Remind many domestic brands, once international brand prices down into a strategy rather than expediency, how should we respond?
International brand lift price knives, of course, also possible that gave it to himself a knife, prices go low sometimes brings the brand image of low. However, according to market rules, this possibility is not very big. The international sports brand still far from reaching the level of luxury brands, high-end image mid-range priced dual combination is is in line with China's Consumer Psychographics.
In any event, anytime, to be sure of the point is that China's sports brands active in the international brand, before the change only unchanged should be continued to improve its brand image and technical level, this is the Chinese sports brands dominate the Chinese to the world of power is located!
Author: laboratory of Xu Yun feng brand, China's first non-profit quality brand lab, orientation, the transcendence of qualitative research brand. Chief brand consultant Xu Yun feng, China's largest and most powerful of the Guangdong advertising co., Ltd. Policy Director, as China's first batch of ads on one of the graduates, 10 years of international brand, national leadership brand research and practical experience. The sales and marketing, the advertising Grand guest writer ", the international advertising law writer, many works were income IAI China advertising annuals. e-mail: 9966xu@sina.com
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