Discounts avert resistance increasing market weakness
Shaoxing Jiefang Road on the city, had opened up nearly 20 "Nike", "Adi" store, the peak month cropped up on 56, but from the beginning of this year, these foreign sports brand stores began to the other extreme, discounts increase, sales are still declining, "God into the earth," is behind the market in retaliation.
In Shaoxing, often to buy sports apparel of "up to" share the same experience: Even if foreign brands and local brands of sports apparel quality difference is not large, but in the same circumstances, they certainly would "sacrifice" more more money, buy a eye-catching of the "foreign" brand. It is this consumer environment for Nike, Adidas and other international well-known sports brand in a few years significant presence in Shaoxing. Last year, a number of internationally renowned sports brand is the wind through the Olympic Games in Shaoxing wide open shop, just near the business district urban Jiefang Road, on the one time distribution of nearly 20 Nike, Adidas store or counter. However, from the beginning of this year, these international sports brand predators quietly to "downsizing" campaign over the urban area of collective stores closed their doors, out of the market.
International big or closed to switch the switch
Some consumers have found, urban city square near the Pond Square shops, the original open side by side, Nike, Adidas, two stores, now at the door only substantial leasing advertising, if there is already one to the shop empty.
"In a couple months ago, they moved out, a total of more than a year, business was good, and how not say open opened." Clothing store next to a boss, for two home sports brand suddenly removed puzzled.
With Pond Square, as Yun and shopping centers to open downstairs in the original had an Adidas store, but in the end of May, the store was gone, replaced by a cosmetics shop.
Addition to close down, and also for owner's. Many people like to buy discounted goods know that there are urban city square below Adidas, Nike discount can be as early as last year, this discount store has changed agents, sales strategy has been changed accordingly .
Discount increased, sales still down Stands to reason, Adidas, Nike and other foreign brands in the market after years of cultivation, in Shaoxing already has a large number of consumers, now, why the sudden emergence of a number of stores have closed the case?
Comes down stores, big foreign agents who have difficulties. One industry source said that before last year, many new stores to open its eyes before the Olympic opportunity, when the goal is to split a bigger market pie, even if a loss should shop. However, different stores and shopping malls counters, rent, labor and other costs incurred larger profits also relatively limited. If the original is located in Pond Square, the two Nike, Adi stores, each store's annual rent in millions of dollars over the limit at the source of profits
Course, some continue to adhere to the stores or counters, discount promotional efforts despite a record high, but sales are still declining. "Hit shelves this year, a new audience of 8.5 fold, older lower discount if the minimum had been shot five fold, which previously was not off." Run and shopping sports counters of Ms. Ng said that now Consumers mostly come in there and asked discount, if not discount, the next one will not as readily apparent up.
An international sports brand of urban agents revealed that this year, discounts and promotions they do more than before, but sales still down more than two or three percent over the same period last year, by the company even had to cut employee benefits, to temporarily alleviate the low pressure sales.
"Ocean retreat into the" opportunity expansion of local brands
Big in foreign countries have begun "downsizing", the domestic sports brand to seize the market is accelerating. News discovered near Jiefang Road in the urban areas, domestic sports brand stores recently has been everywhere: Li Ning, Anta, 361 °, etc., there is a distance intervals.
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