Quanzhou Shoe "global Order Will Be" Model Baked
Local sports brand ignited a new round of international expansion flames
The recent news from the industry to find out, Fujian Peak Group Co., Ltd. is scheduled to be held in mid-autumn and winter product orders will be unprecedented apply "global order would" banner, in addition to invite dealers to attend, it will also have from the world's four continents over 10 countries, more than 40 distributors and agents to the scene. Experts pointed out that the local sports brand order from the original "National" upgraded to "global" great breakthrough, marking the camp a new round of international expansion has ignited the flames.
Breakthrough: orders will be upgraded to "global"
Pick Zhi-Hua Xu, general manager, said: "We will order this fall and winter products will be named 'the world order will be', is based on the case is different from the previous order of the reason for the country. This time we invited the distributors and agents around the world order to come to China. "
"Today, we have become the official NBA marketing partner, Milwaukee, Houston official sponsor, take this opportunity to once again help promote this year's Olympic Games themselves, enhance the brand's international strategic objectives, and through the large-scale New conference to strengthen the confidence of domestic and international distributors. "He said it has basically completed the Olympic Asia, Europe, South America, Oceania, most of the major national markets of the network rollout, and to take the marketing model is consistent with the domestic market, that each country has an agent, which agent is equivalent to the domestic provincial agents, business agent by each country for distribution in their country.
The implication, Pick choose to upgrade this year, product ordering, at least initially have to be taken into account two conditions: the global brand building and channel architecture of the global.
As for the channel, specifically, how the global architecture, Zhi-Hua Xu to disclose some information: "We found in every country of the importer as a powerful agent, through their local product distribution channels then to two, three points dealer hands. Furthermore, we also cooperate with many countries, retailers, product sales go directly to the terminal. with domestic operations in different ways, we do not open stores abroad. there are two main reasons, first of all retail formats abroad not the same as the domestic, the domestic retail formats seem rich, while abroad is relatively simple. In the United States, its only two types of retail formats, one is a professional chain stores, such as professional sports stores, store a variety of brands, high-end products are retail terminal; the other is the supermarket, such as Wal-Mart, etc., are popular products in retail outlets. Secondly, to open stores abroad is costly, the wages of an ordinary clerk probably the whole year 20 000 -3 million dollars, which is nearly 20 million yuan, and high rentals. "
Industry Background: The international initiatives occur repeatedly
Pick not only in recent years, Quanzhou many sports brands have begun to embark on the journey of international brands, or use of resources from overseas.
In an expanding market, Anta in Singapore to open stores, large shopping malls located in Russia Monopoly Office; 36 once to open stores in Myanmar; special steps are in Thailand, Malaysia set up shop.
In Brand, the NBA's Houston Rockets ANTA and strategic partnership; Erke DPRK Olympic Committee, the special steps and Belarus Olympic Committee, Sport riding and Lithuania Olympic Committee, Lu You and Tajikistan Austria Committee marriage.
Special step further with the United States Walt Disney to launch Disney Sports (Disney-sport) series of products, enter the domestic market; former South Korean president Jinzheng Zhu Rong Chemical Co., Ltd. as collaborators, a Philharmonic Group Sanming new industrial zone subsidiary of the General Manager.
Expert view: usher in the second phase of international expansion
Expert analysis, Quanzhou sports brands are now accelerating the pace of international expansion, a simple export from the early years into an international brand operation and international markets characterized by network rollout of the second stage.
"In the Peak, Anta brands and NBA first marriage, I think its main purpose is leveraging the resources of NBA, and NBA basketball fans on the domestic influence to nurture the domestic market, their main market is still in domestic, not foreign markets. However, the company constantly dig NBA events, and an ever on overseas resources to integrate, configure and use, you can gradually build brands and international markets, the association, this association for local sports brand in the international provide opportunities for market expansion. "Overseas Chinese University Associate Dean of Business Administration, said Professor Zeng Lu.
But he believes that sports brands Quanzhou not now push into international markets, mainly in the following areas. First, the domestic market is much room for itself, but also as a place; Second, domestic brands are not on the overseas market so as to understand the domestic market, while the overseas market research is essential; Third, consumption of overseas markets are on the understanding and recognition of our brand is also a process, this is not a moment of power. In addition, international market development on product development, market information collection requirements are all relatively high. Push into overseas markets, on the production, R & D ability is kind of challenge, full access to developed country markets, is still not easy, but the push into developing markets also have more opportunities.
"However, on the international market to import, I think the company should rely on the main agents, each country by a powerful agent for you in the country market promotion and sales, and then rely on the distribution of agents This is the most direct way. "Zeng Lu said.
by: gaga
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