Special step shoe brand marketing for their own use create a relaxed situation –
HC shoes network on January 25 hearing to have a pair of Nike Or Adidas sneakers, I am afraid to live in the city "after 80" who shared the dream of a student. Today, special steps Anta And 361 degrees, for children it provides more affordable options of poor quality domestic products.
9 22, the small waves that happy girls in the top five steps to become special brand spokesperson. At the same time, special steps and the day is Entertainment Media Ltd has signed a long-term Cooperation The letter of intent. This means that, in February this year following a special step after opening the cooperation with Huayi Brothers, but also in the brand Marketing Side out hitting hard … … in the conference, the "Securities Daily" have the opportunity to interview the president of the small wave special step.
Special step by the capital market stable second-tier cities account
9 years ago, the small waves also do 100% of foreign trade for OEM and was called "export King" title, nine years after the brand special-step total 5405 retail stores nationwide, and this year, compared to increase in early 349. Along the way, special steps "Master" small wave of private economic transformation of China today is a typical interpretation.
Small wave told reporters, "9 years ago, we still do 100% of the foreign trade business, last year's special steps Export Only about 8% of the total, while the first half of this year, not even 1% of export to. The reason is simple, nine years ago, Chinese consumers more consideration is price rather than brand, but with the improvement of living standard, brand awareness has been firmly established, special steps to seize this market. "Second-tier cities in China to gradually integrate into the market after the success of special step is the use of capital markets to help its rapidly bigger and stronger. This reporter learned that, from 2007 to 2008, Carlyle Capital injection special two-step, step of shares held by special 9.5%, in 2008 an official visit HKEx Xtep International. "According to our agreement, Carlyle will not invest in other Clothing Brand. Moreover, in the near future they may also share holdings of special steps. "Small wave says.
Sporting goods market, accounting for 70% of Jinjiang
Adidas a few years ago, once lofty sentiments and aspirations expressed their intention to attack China's second-tier cities, and this strategy has failed to achieve one of the reasons is the Fujian Jinjiang, including special steps, including a number of private sports interpretation of this successful brand, "Hill Battle."
Small waves to tell reporters, "Jinjiang's sports brand has a 70% market share in China, there are about 2000-3000 Family Businesses is no exaggeration to say that in the sporting goods market, in addition to international brands, that is, Jinjiang. And today, Jinjiang enterprises have the capacity of the operation of the brand, but will also help to actively use the capital market development. This is another way of huge this market can accommodate so many common development of enterprises. "
Special steps to find a new channel branding
The face of 88-year history, established since 1921 and in 1963 founded Adidas and it would have 46 years of Nike, the brand came Xtep was only 9 years. In addition to relatively low prices and domestic brands to meet consumer support domestic products other than psychological point advantage, special steps or even to compete with international brands qualifications, want development, we must open a new path. "800-900 yuan a pair of shoes, for the majority of Chinese people still can not afford, especially brand positioning step is for the most massive groups, provide them with the most inexpensive sport fashion concept." Small wave said. Thus, special steps in the second-tier cities to 5405 the rapid expansion of the brand retail stores has come from management theory. D wave has categorically say, "Our goal is the world's first sports brand. Xtep will always maintain the sports brand line of products that uphold the idea of daily life movement."
Market brand awareness and influence of sports apparel company the source of life, is the small wave of "family property." Able to borrow as NBA, Football League and tennis leagues and other famous sports movement spread their ideas, expand brand influence, is dream of all sports enterprises, small waves are no exception. But this way, there are a harsh reality to put in the front. It is particularly relevant to further introduce the brand center, Nike, Adidas, Reebok And other famous international brands have long known the layout of various sports events, and even still in the initial stage of a small league. This has resulted in the same step as the special national brands looking for a breakthrough in sports events is very difficult.
I am an expert from China Computer Parts, usually analyzes all kind of industries situation, such as alphanumeric pagers , alpha pager.
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