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Second and third tier cities in the core business district, the intensity of these brands has even reached the "Buyi shop", "Ten Steps to a shop" level. density of the number of stores and advertising just consumers the most intuitive feelings. In fact, as of the third quarter of this year, the total number of stores over 6000, with annual sales of more than 30 million domestic sports brand has expanded to five. When international brands are still aimed at the middle class in big cities, domestic brands have to rely on second and third tier cities grow quietly working class. This "guerrilla" marketing strategy differentiation, directly change the competitive situation of the Chinese sports market. "professional" break through the international market The collective victory in obtaining the same time, domestic brands inside the competition heating up. Which highlights the paradox is that, compared to international brands, domestic brands from market positioning to target customers, and even marketing strategies are almost the same, homogenization and market overlap more serious. In these domestic sports brands, in addition to Li Ning, almost all from Quanzhou, Fujian Province. RTHK tide celebrity endorsements from the beginning, but now very much the same style of television commercials, naked melee "Jinjiang line" ostentatious directly led to public concerns about the outlook for this industry. The main basketball equipment, based on the market segments Pick has emerged as the number of "Jinjiang line" a dark horse. 10 years ago, Olympic, development model and compared with most of today's Jinjiang OEM business, and there is not much difference. As a typical sporting goods manufacturing enterprises, from production and sales to channel construction, Peak have not formed any advantage, when it is merely a Language Quanzhou, acting as Nike and Adid cheap air jordans as factory of old enterprises. Since 2001, China began gradually with the international market. In the sporting goods industry veteran of many years of Xu Jing Nan realized consumption in China is about projecting the situation in China is not necessarily the best way of business development. This stage, Nike, Adidas and other international sports brands have increased promotional efforts in the Chinese market. Inspired by Xu Jing Nan began efforts to create "Olympic" brand. Most enterprises in Jinjiang until after the 2008 financial crisis, began to make a transition to its own brand. This is one interesting change is that the Olympic business clearly accompanied by management reforms. From 1997 to 2001, sales have been stagnant in the Olympic 100 million yuan or so. By this time, the market and the competitors are rapidly growing. Numerous ambitious sporting goods manufacturer, hold to become China's ambition of Nike or Adidas, who spent a lot of money, with the avalanche of advertising to promote their brands. 2001, the current CEO Xu Zhihua joined the company founded by his father made. This may be a traditional family concept Jingnan deliberately cultivate successors of a careless move. But inadvertently contributed to the big shake-Olympic internal management. In the company faced "riding a tiger" in difficult times, Xu Zhihua respected modern management system, together with his father Xu Jing Nan, promote Pick slow recovery. In keeping Pick "basketball equipment brand" positioning direction, Zhi-Hua Xu re-sort Peak sales channels, ended too old department store channels; at the same time set up a special brand and market sectors , so that the company again become aggressive. The most important is that the love of basketball Xu Zhihua draw operational experience Nike and American professional basketball union, opened the international route of the Olympic curtain. In fact, Olympic and NBA's fate began an unexpected defeat. In 2005, due to the lost Chinese professional basketball l Cheap jordans online eague sponsor qualifications, Xu Zhihua instead began sponsorship in Europe and the United States Basketball League, which has become a turning point in the international market coming Pick - - before 2005, Pick only It is regarded as a basketball shoe brand in the country chipping away. Even in 2003 the signing of the domestic basketball star Liu Yudong, Zhi-Hua Xu also admitted afterwards, the effect is not obvious. Until NBA team Houston Rockets signed the United States, and "Chinese Olympic" large-scale advertising slogan when pushed to the Rockets home, Peak truly for the people familiar. In order to make NBA depth combined with the realization of its own brand, Xu Zhihua has organized NBA players to visit China, and the timely introduction of a number of major strategic decisions and product launches, to the aid of NBA star fame, quickly grabbed Media attention and core consumer groups, to stimulate interest in the core audience of the Olympic brand and products. How can we strengthen the brand associated with the NBA Pick avoid endorsement of the domestic sports market scrimmage situation occurs again it? Xu Zhihua at strengthening cooperation with the NBA at the same time, more generous, a large area to sign NBA players, in order to maximize the use of personal influence players to strengthen the NBA Pick colors, so NBA to become Olympic keywords. through effective marketing NBA and basketball fields, Olympic has made impressive achievements in the fierce market competition. 2009, Pick annual turnover increased by 51.6%, and the successful landing HKEx, the official from the resources of the international market towards internationalization of capital. "difference" to crack double market problems Despite being well known only after the hand in NBA, but the Olympic international journey far before that. As early as 1993, "Pick" trademark on one after another in 68 countries and regions registered, it laid the foundation for the global brand plans. The concrete implementation of the strategy, Xu Zhihua are taking a "diversion", "within custody" pluralistic "differentiation" strategy. The first is the operation of the international market, though at present, either as official NBA Chinese exclusive marketing partner, or FIBA ??(International Basketball Federation Council) Asian regional strategic partnership, the Olympic international promotion go are the high road, but "ulterior motives", according to Xu Zhihua ideas, in the Olympic throughout Europe, America, Asia, Africa, Australia and five continents and sales, brand management system, such developing countries in Asia, Africa concentrated market is its real depth reclamation mining center of gravity. Focusing on developed countries to promote brand awareness, promote and expand the domestic markets of developing countries; and before profit in international markets, the domestic market, especially in second and third tier cities profits, will become Olympic global branding of "blood transfusion library." Asian Marketing Xu Zhihua admirably confirms this idea. Guangzhou Asian Games, the Olympic Movement delegations with a total of six countries reached a cooperation, including the delegation of the Iraqi Olympic, Olympic delegation of Lebanon, Tajikistan Olympic Delegation, Olympic delegations and the Palestinian National Basketball Association Iran, Kyrgyzstan Country association. Consolidate the Middle East market, extended target West Asia, Central Asia, is self-evident, but its overseas marketing layout "coincide." In this regard, the chairman Jingnan admits: "Pick currently in the Middle East, West Asia and other regions of the agents expand ongoing needs of the local market is very conducive to the development of sports brands, Peak will continue to use international events resources, leveraging the development of these markets. By sponsoring international sporting events, the Olympic brand awareness overseas can be established, both driven by the potential consumer, but also can stimulate local dealer confidence. " For the domestic market, from the original" surrounding villages City ", to today's" urban battle "Pick the same two markets, two strategies. In fact, this is the same path of most domestic brands: brand development early in the face of fierce competition in first-tier cities, at the initial stage of the domestic brands can only take a detour to second and third tier cities as their main battlefield. Regardless of price or product, Jinjiang representative of the domestic sports brands have been welcomed by consumers in these regions. This strategic layout, so that domestic sports brand in the second and third tier cities first foothold. Even in the period of financial crisis decline in global consumption, but also maintained a momentum of rapid growth. But lack of first-tier cities, "voice" but also made to seek greater development of local brands into a "rainbow night" embarrassing situation, especially for seeking international development space line brand, complete public financing, capital operation after entering the competition, the urgent need to open the first-tier cities market. Xu Zhihua choose a diversification strategy to start this urban battle. September this year, the Olympic formally signed WTA (Women's Professional Network Alliance International), enter the tennis field. Xu Zhihua according to estimates, and there are at least 130 million Chinese people are interested in tennis, where five million fans regularly play tennis, but the vast majority of these people Language China's first-tier cities. This time cut tennis market, on the one hand to maintain the development of second and third tier market, but easy to expand the brand to achieve by raising the first-tier cities. differentiated brand marketing, make Olympic harvested consequent sales growth and value enhancement: Pick recently released 2011 first and second quarter, the amount of orders increased by 25 percent compared with the same period of 2010, respectively, and 24% of sales, third quarter of 2010 compared to the same period also increased by 13% last year. As Xu Zhihua said, "Not everyone is suitable for open-Benz, BMW, Olympic sports products do is to provide as Toyota did for the public." Perhaps this is basketball, "specialist" advantage.Originals #miZXFLUX recently launched adidas mobile applications, so that the use of home upload or take photos, design a unique Flux ZX shoes. And following the brand earlier invited to many photographers first trial #miZXFLUX design a variety of ZX flux after, from French artist Yue Wu also play imaginative ideas, bring several never mass-produced design. In the design of this series, Yue Wu not only playing air yeezy II and flyknit Racer variety from the handwriting of athletic footwear styles, the most funny Mo too will of North Korean President Kim Jong Un portrait printed on vamp, sing praises to his eternal admiration of "great" status, a see with relish. If these designs are really mass production, I do not know whether it will lead to a series of lawsuits it? source: HBYEEZY SEASON 5 complete clothing single product recently officially released. The series has been infused with a large amount of washable tannins, used in old, damaged, embroidered and camouflage elements, and brings a rather complete Calabasas series. 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