How Will Local Sports Brands Respond To International Brands?

In recent years, world clothing shoes and hats have been subject to the brand strategy and the cost of channel distribution. The international sports brands have had many difficulties in entering the rural market, leading to the existence of counterfeit goods and Shanzhai in many brand sports shoes in the rural market.

A few days ago, internationally renowned sports outdoor brands Nike and Adidas entered Taobao in rural areas, and will be scouring through nearly 30 thousand villages in rural Taobao to accurately touch rural consumers.

"You can't enjoy the same quality with the same money.

This is the biggest pain point for rural consumers. "

Zhou Liang, the head of the Taobao clothing and accessories industry, said that the introduction of brands like Nike and Adidas not only gave the village people more choices, but also satisfied their sports consumption needs.

It is understood that Nike and Adidas will choose cost-effective products suitable for the needs of rural consumers as the main products. At the same time, they will also fully integrate urban consumers in such sectors as preferential sales promotion, replacement and logistics.

With the growing demand for healthy lifestyles among rural consumers, many sports

All hope to reach the audience through the electricity supplier mode.

"XTEP, Lining, new brun, vans, ghost grave tiger, CONVERSE and so on nearly 100 brands have achieved good results in rural Taobao before, and sales of treadmills have been good."

Zhou Liang introduced that rural Taobao has become the preferred platform for sports brand sinking.

"For

Brand, through the online channels to reach mainstream consumer groups in the city, competition is becoming more and more intense, and sinking through the electricity supplier platform to the countryside is becoming a new road.

Zong Jiang, director of XTEP brand business channel, said that the two to six tier cities have been the main market of XTEP, but as modern people become more and more interested in sports and health, running and square dancing also have a large audience in rural areas.

In addition to the most direct channel advantages of rural areas, based on the data feedback from rural consumption, there is a clearer insight into the rural consumption habits and is also one of the reasons why brands compete to enter.

"The difference between the living environment and the scene is that the rural consumers will pay more attention to the wear resistance, skid resistance and easy cleaning of the sports shoes. Therefore, we have launched leather shoes, and the older users in rural areas, XTEP has launched the senior shoes for older consumers."

Zong Jiang disclosed that through the online platform to sink the rural market, it not only saved the cost of offline shops, but also made the connection between businesses and consumers more efficient. It not only made the brand know more about the rural market, but also made the sports consumption upgrade of the village people satisfy.

According to the rural Taobao data, with the improvement of health awareness in rural areas, the demand for upgrading consumption of rural consumers in sports and fitness fields is increasing, and this personalized demand is quite different from that of urban residents.

In addition to sports shoes, roller skates, sports gear and other mainstream commodities, treadmills, yoga mats, electric cars, dance dances, fishing and outdoor lighting are also more and more popular among the villagers.

According to our understanding, "despite the fact that rural consumers are more sensitive to price on small equipment, they also have a general pursuit of quality in mainstream sporting goods, while many large brands have settled in villages to satisfy their desire to upgrade their consumption."

Zhou Liang said that in the future, Taobao will also join hands in more sports to sink the countryside, bring more good products to rural consumers and make rural life better.

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