Through cost accounting, calculate the price of Nike shoes, cheap - 300 yuan / double, 25% lower than the current price. How to make the lower part of the price that consumers can obtain the pursuit of self-individuality, while maintaining the consumption demands of the middle class, catch up with the face of the Universal Declaration of Chinese companies, Nike, Adidas has come back.
"If you spend 50, you are willing to change your mind for a pair of Nike shoes?" Nike cheap shoes, the news of the upcoming one, the capital market immediately responded: Li Ning, Anta, special steps, Olympic, China trends and other Chinese sports brand's share price drop as.
June of this year, Nike fiscal 2010 conference call, Citigroup analyst once asked Nike Brand President Charlie Denson: Are there any plans to enter China's second and third tier cities? Denson responded that Nike does have plans to enter China second and third and even fourth tier cities, and the introduction of low-end price NIKE series of different products, considering buying or introduce some other brands. Managing director of Adidas Greater China, Dubai Rui said, the hands will recover from the dealer the right to operate in those cities, personal control of the team to second and third line Adidas city's market, hoping to reduce prices to a "competition a serious blow to opponents. "
Luo Erfu German students, although he gave his name Rolf carefully selected a translation of Chinese, but he can not change the depth of bone marrow that strict Germanic peoples - the basketball court on campus, students freely Team half-court basketball playing 3V3 name, the Luo Erfu still strictly implement the tactical discipline, does not play any live flowers, the most simple things by the book to find the score means.
However, this is not the most attractive place Luoer Fu, most people find very interesting is that foot in the Chinese students are Nike, Adidas, sections of the boots when the blonde was wearing a pair of school canteen Luoer Fu help in the sale of the old-fashioned cloth basketball shoes. Everybody said that foreigners really cool, so personality, Germany actually do not wear Adidas, but Luo Erfu what they do not think it's cool not cool, but he was surprised that some of his classmates. "I can wear in the country Adidas, which is the most readily available in the local shoes, the price is not expensive," Luo Erfu think they just follow their usual spending habits, chose a very high cost of sports equipment only.
Luo Erfu not understand their Chinese students on the Nike, Adidas, these respected brands. These brands in Europe and America are indeed of good quality, modern design of the brand, but it is only known - "This is the brand of shoes to wear, so you can actually add a little bounce, but will not make you superior."
Good monks chanting outside, it seems that all foreign brands into China will have a process to be myths. Coca-Cola had to enter the Chinese market, had been presented as a worthy friends and relatives in the New Year's precious gift of the season, but now who would think to drink Coca-Cola is a worthwhile thing to show off? Perhaps, under the impact of the domestic brands, Adidas and Nike, sooner or later will return to normal brand identity, but it is precisely because this is the myth, the process of being elevated, so now that Nike and Adidas decided to lower the price, into the second and third tier cities and when the domestic brands head-on confrontation, nothing out of a big strategic advantage.
"Yang for the sake of it, as in respect of overlooking." Enhance the brand's business needs over many years, and prices need to enhance the market for a long time to digest; but will have to reverse the change much simpler, no consumer will object to get quality and cheap products - one of UBS analytical reports that come from Nike, Adidas brand and product quality, attractive, can make consumers more spending 50 yuan, which is "to spend 50 yuan will be able to buy a pair of Nike shoes" idea, likely to be driven by those who now buy Li Ning, Anta and other domestic sports shoes brand consumers first faithless.
Sports apparel consumption is roughly the main group of young people aged around 16-35. In the first-tier cities, this group has a more rich and mature brand recognition capabilities. In the second and third tier cities, the young consumers of a brand recognized around more people will be affected, but the pursuit of individuality will leave the imprint of the traditional concept of consumption. Spending power compared to first-tier cities, how they get a lower price for the value of the concept of identity, the consumer groups to win recognition in one direction.
Zhi-Hua Xu Peak CEO of Nike has kindly reminded, "If the change in brand positioning, more harm than good." However, Adidas and Nike, this change in brand positioning what is a "sink" or a "return"?
A little somewhat ironic thing is, in China's domestic brands Nike and Adidas as an example, continuously improve its product positioning, the Nike and Adidas in the U.S. and European markets are doing the same thing.
In 2002, Adidas products in the movement began to introduce the concept of fashion in the fight against Prada, RalphLauren these products, fashion luxury brand in the sports field of invasion. At that time, Adidas invited the world famous Japanese fashion designer Yohji Yamamoto as a high-end sports fashion series (SportStyle)'s creative director, to create a "fashion leader" as the goal of the Y-3 and other brands.
Nike and Adidas, as concerned about the combination of sports and fashion products. On the one hand Nike mining personnel from the fashion industry, on the one hand to start such enterprises mergers and acquisitions, senior brand casual shoes COLEHAAN, BAUER hockey brand has joined the Nike camp, etc. |
