Sports Brand Dilemma, ADI Nike Are Cold

< p > compared with another a href= "http://sjfzxm.com/news/index_f.asp" > international sports brand < /a > in China's dilemma, the degree of Nike and Adidas is still mild, and Adidas, the famous sports brand from Germany, is far from good. According to Puma's three quarter earnings report, sales fell 8.9% to 813 million euros, the same period last year was 892 million euros, gross margin reduced to 47.1%, compared to 48.2% last year.

People in the industry even said that the three quarter's performance has even dropped, giving rise to the illusion that Puma has become a minority brand.

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< p > on the reasons for the serious decline of Puma's performance, < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > service industry observer Ma Gang believes that on the one hand, Puma changed its product positioning after being acquired by Kai Yun group in 2007, and became more high-end fashion from sportswear, but its terminal marketing and opening strategy did not change, so that Puma gradually moved towards marginalization and niche in the subsequent competition.

On the other hand, in 2010, Puma gave up its partners and took over the business activities in the Greater China region. But at that time, the sporting goods market in China began to undergo tremendous changes, and Puma appeared unprepared.

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< p > the weakness of the three giants of the international sports brand in the Chinese market is related to many reasons. Besides the global economic development slowdown and exchange rate changes, the most important reason is that China's sports brand industry has been saturated after three years of rapid expansion.

Domestic sports brand high inventory problems can not be solved in a short time, sports shoes, casual shoes are still backlog serious, Adidas football shoes, Nike shoes and so on.

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< p > however, in the gloomy industry, sports from the United States, a href= "http://sjfzxm.com/news/index_f.asp", "brand /a" and "new brun", have become the fast rising of the dark horse against the market, showing strong market competitiveness.

The most obvious feature is that under the background of a mass sports brand, new brun has set up 886 stores in 142 cities in China this year, 313 more than in 2012. Meanwhile, the sales volume of new brun doubled this year compared with the same period last year.

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< p > in fact, as early as 2003, new Bai Lun has entered the Chinese market, but at that time, under the competition of Adidas, Nike and other first-line sports brands, the new Brenn who had been concentrating on the comfort of sports shoes, especially running shoes, did not get very good user response.

Today, the situation is so reversed that some people believe that this is due to the relatively short time that new Bai Lun entered China and the small number of stores and sales base.

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< p > but Ma Gang believes that the most important reason is that new Benton accurately grasped the consumption trend of subdivision products, made quick adjustments to the products, greatly catered to the needs of consumers, coupled with the upsurge of running sports in recent years, compared with Nike, Adidas and other comprehensive attacks on football, basketball and running.

Consumers who pay more and more attention to product experience are now forming a new trend. If they want to buy a running shoe, they will want to see it. Because its shoe comfort is the best, it also appears personality and trend.

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