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Surprisingly, the American sports brand new balance, which is sometimes more expensive than Adidas and Nike, chose to open the first flagship store in Hunan and plans to enter the markets of Zhuzhou, Xiangtan and Changde this year. .
Breakout
Contrary to the layout of the third and fourth markets
According to data from the 2012 Annual Report of China's Sports Goods Industry, in 2012, the total inventory of six domestic sports brands such as Li Ning, Anta, 361°, Xtep and Peak was as high as RMB 3.721 billion. However, the haze of domestic sports brands did not affect New Balance’s confidence in actively expanding into third and fourth-tier cities.
New Balance's first store in the Hunan region was opened at Huangxing Road Pedestrian Street in Changsha and officially opened the day before. Compared with Adidas, Nike and other international first-line sports brands, New Balance emphasizes the comfort of sports shoes, and the price is higher than similar Adidas and Nike.
“This is our first flagship store in Central China. We already have plans to enter third- and fourth-tier cities in Hunan such as Zhuzhou, Xiangtan and Changde in 2013,†said Zhang Hongwen, general manager of New Balance China.
The market is still playing a price war
Yesterday, reporters saw in Changsha Huangxing Road Pedestrian Street and Zhuzhou Sports Center's central square and Jianshe Road that many sports brands are still struggling with the price of “tug-sawâ€.
In Changsha Pedestrian Street, almost every sports brand is making purchases or discounts. Even Nike’s newly listed spring products have a discount of 8.8 percent. In the sports brand of Zhuzhou, Li Ning, Xtep, 361°, etc. all played 7 to 80% off, Hongxing Erke only 6.5 fold, Adidas and Nike discount stores still maintain about 50%.
New Balance plans to expand to other urban areas in Hunan this year. Will such high-end prices create “acclimatization?†Zhang Hongwen said: “We are not blindly expanding. Each store’s establishment has undergone market research and learned about consumers. demand."
ã€analysis】
Industry or ushered in reshuffle
It is reported that New Balance's sales in 142 cities in China increased by more than 50% year-on-year last year. Coincidentally, there are statistics showing that Adidas’ revenue in Greater China increased by 16% in the first three quarters of 2012.
Zhang Hongwen introduced that New Balance is currently negotiating with shopping malls in Zhuzhou and Xiangtan, and initially plans to open its own store in the mall. Not long ago, Zhuzhou's Anta, 361°, Xtep and other sports brands have shifted their large stores along the street to malls. This also means that even if many brands use the method of "relocating" to survive the winter, they will still compete with foreign brands.
"Actually, in many domestic brands, the competition for homogenization is very serious." According to a salesperson from a sports brand in Zhuzhou, "everybody sells similar products. Salespeople jumped from one brand to another, and it is not clear that the product is essentially What's the difference?"
People in the industry also generally believe that in the next year or two, the sports brands that are sold in China will experience a reshuffle, and 2013 will be a crucial year for competition.
New Balance this year or landing Zhuzhou sports brand finally "move" up
When the domestic footwear industry was cold and chilly, it was surprising that the new American sports brand New Balance (New Balance), which sometimes had a higher price point than Adidas and Nike, chose to open the first flagship store in Hunan at this time. And plans to enter the Zhuzhou, Xiangtan and Changde markets this year.
Recently, Anta, Li Ning, Xtep, Peak and other sports brands frequently exposed news of falling profits, closed stores, and high inventory rates. Industry insiders believe that the Chinese sports brand market is experiencing an unprecedented "cold stream."