Article by jekky
With the 2007 Women’s World Cup, the 2008 Olympic Games, the right to host the 2010 Asian Games have settled down, the greatest strength of these factors to stimulate the inherent potential of China’s sports shoe, whether it is Nike, Adidas, led by international brands, or Ning, Anta, Erke, special steps, represented by Ma Shi Po domestic brands in China have increased this 9.6 million square kilometers of land input. With China’s accession to WTO and also after the cancellation of a three-year protection period, in all things awakened the spring of 2005, has been that the international brands “dollar” offensive. First, Li Ning lost Adidas, the Beijing Olympic sponsorship to hand over the; longer a match for many domestic brands Adidas, packing 200 million yuan in China Volleyball; last even feel ashamed Chinese Super League the flowers are 4 million Nike…… Perhaps the sports shoe market in China is destined to put on a international brand and the drama of the competition among the domestic brands, international brands face of ferocious, placed in front of many domestic brands, is an unavoidable serious and urgent topic of sports shoes to any breakthrough in China? China sports shoes how to build a strong brand? Imperative to stop friction Chinese sports shoe should be the same line, stop the internal friction, stop price war, stop the vicious competition, the establishment of sports shoes in China Industry Alliance. Perhaps this is not possible to achieve a desire, because so far, very few people can put forward specific options. However, should at least stop the internal friction.??? A well-known marketing expert Chinese athletic shoe friction has become a reality. As we all know, China holds 65% of world production of sports shoes, China alone, there are tens of thousands of small and large manufacturer of sports shoes. These manufacturers have their own brands, they can not be many years working hard to create their own brand and other brands down to combine into a few large group, direct and Nike, Adidas strong words. They have to survive, to compete in the brutal, the most efficient way to advertising, five sets of a sudden become the central channels of sports shoes. Pressure not only from advertising expenditures, sports shoes market competition is that many businesses miserable. China’s current high-end shoes in the market, Nike, Adidas firm hold on the majority of market share, Li Ning at the midrange market simultaneously, and the fierce international brands to compete at the high end, while the Anta, Special step Erke and many other domestic brands in the low end of the market is full. Face of increasingly fierce, the low-end competition in the market situation, experts pointed out: low-tech products, most of the brands and products are basically identical to restrict the escalation of branded products; poor management, human resources more scarce, the rapid development of industry, a lot of staff turnover makes the management of enterprise and talent keep up with development needs; means to compare a single market competition, there has been focus of celebrity endorsements, and even dumping low-cost market, which inevitably brand sports shoes will weaken the competitiveness of the market is not conducive to the overall competitiveness of regional industries and the continued upgrading; a large number of companies with a strong production capacity, will push a large number of sources, the low-end market, transported far beyond the market growth rate, the formation of a market oversupply, and thus low-cost marketing strategies to further increase market competition brutal. So, how to develop sports shoes consumer market, make a big cake, minimizing unnecessary “internal friction”, has become placed in front of every Chinese sports shoes manufacturers top priority. Heaven must be a way, the domestic athletic footwear market prospects for the added confidence of many businesses. According to statistics, the sporting goods industry’s average annual growth rate of 30%, according to the output value of 60 billion in 2002 terms by 2008 the output value of China’s sporting goods industry will reach 300 billion yuan, which is a brand development of Chinese sports shoes the golden opportunity. However, in this environment, the domestic athletic footwear market competition will accelerate, simply wanted to lay a pair of sports shoes, the dream of the world will never be realized. China sports shoes have competition from the products, changes in competition to become the brand, accelerate brand building, enhance the brand’s core competence is another difficulty faced by each firm. Technical innovation, quality trained Sports shoes manufacturers in China must be technical innovation as the foothold, the technology only when you reach and surpass Nike, Adidas, China sports brand than a global brand will be just around the corner!?? Erke WU Rongguang Throughout 2004, sales of the major trends shoes shopping centers, super-expensive high-end sports shoes virtually disappeared, sports shoes and simple style of mid-range return to the trend, and as consumers increasingly pay attention to the sports shoe technology, shoes into the era of technological innovation has become the consensus of many manufacturers. 2004 year is to continue to shuffle the brand sports shoes was also the year a year of technology innovation. 2k3 2k4 took the baton from the writing a brilliant Nike, Adidas’s T-MAC4 also working to match Nike’s technology, we can see that most manufacturers of technological innovation has been put on the agenda, and sports shoes from the competition return to Competitive advertising competition. Innovation in technology, have to mention Erke. Erke can be described as a rising star of Chinese sports brand. Has been Erke a lot of money, dedicated to sports shoes technology research and development, stick to the “technological innovation” development path. Late last year, the launch of Erke simple, dynamic “leader in 2005,” New family of footwear products are based on the original technology only use ERKE a large number of new technologies, nano-materials and imported fabrics, were the first to join the “internal air circulation system, “” high-density independent grip system “,” super-shock system “,” coating-type stability and Technology “and other new technologies, expertise, and in the beginning of this year, the market and consumer demand, Super Star Park re-packaged release of the “four function system” strengthened the Erke technical advantages, its comfortable, breathable wear and perspiration, shock absorption, cushioning and other performance meets the requirements of professional sports. As the China Consumer Association survey, a few years ago, when consumer choice shoes, as long as comfortably fit on it. But with life becoming increasingly influenced by technology, in particular, technological innovation is more beautiful living, the natural choice of sports shoes with the “technical content” This is a layer of stress. Some domestic manufacturers have an accurate grasp of the change, after following the Erke, have also introduced
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