Focus On How Grassroots Sports Brands Enter The First-Line Market.

No matter from which perspective, the development of China's sporting goods industry is full of strong "grass roots" flavor. Although most of them start from generation processing, though brand From scratch, but the rapid development momentum of China's sporting goods industry, any one attaches importance to China. market Internationally renowned sports brands are not afraid to belittle.

It has been summed up that China's sporting goods enterprises are walking on the road of "rural encircling the city". Indeed, from the generation of processing to the construction of independent brands, Chinese sporting goods enterprises did not rush into the high-end market at the beginning of their development, but were more pragmatic in the two or three line cities. In just over a decade, the sales performance of China's sporting goods industry in the two or three tier cities has been enough to make international famous sports brands "drooling". As a result, the international famous sports brands put aside their shelves and started to launch the two or three tier cities in China. Marketing Offensive.

China's sporting goods enterprises are seeking to advance to the first tier cities. The international famous sports brands are beginning to extend their market to the two or three tier cities. Such a trend of development actually means a new round of "strength" between local brands and international brands. The eighteenth China International Sporting Goods Fair is being held in Chengdu. Adidas , Nike When they came to the exhibition, they not only verified the adjustment of international famous sports brand marketing strategy from the side, but also made the local brand compete with the international brand.

The entry of internationally famous sports brands to the two or three tier cities does not mean that they have retired from the first tier cities. While local sports brands are consolidating the market share of the two or three tier cities, they begin to attack the first tier cities, nor do they show that the local brands have made the necessary preparations for brand upgrading. If we still rely on celebrity endorsement, media advertising and sponsorship to enhance brand influence, local brands may not be able to knock out the market door of the first tier cities.

From OEM to self created brand, from the copy to self integration, China's sporting goods industry has gone out of a distinctive development path. What needs to be clear is that market share is not equal to product quality. The strength of capital is not equal to the development prospect. There are still many things that local brands need to learn and learn from in the competition with international brands.