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XTEP, Hongxing Erke And Other Domestic Sports Brands Accelerate The Layout Of The International Market.

2011/12/12 14:37:00 21

As China's Taipei International Marathon is about to start, XTEP, the world's top partner and the only designated sports equipment sponsor, will accelerate its internationalization in the "unusual" run.

brand

Construction in China

market

After initial success, the domestic sports brand has launched a new round of internationalization process.

After entering the United States to join the Madrid Masters competition in 2010, the bundled marketing of "competition + star" has made Hongxing Erke win more and more sympathy in the European continent, especially in Holland, Germany, Austria and other countries.

In February of this year,

Peak

The branch office in Losangeles, United States, was officially established as the second Chinese sporting goods company to camp in Nike base after Lining.

The average price of PEAK products at around us $70 is loved by local consumers on the basis of their excellent performance price ratio.

This made the international dealer who didn't catch cold with PEAK brand, and nearly 10 international distributors began to discuss agent sales with PEAK.

"The footwear market in Europe and the United States is changing, and high-end consumers are turning to low-end products. The high-end market share that originally belonged to local suppliers has begun to slowly merge into the low-end market, and the expansion of the low end market share has provided an opportunity for the entry of domestic brands."

Analysis of the industry.

Global allocation of resources

Southeast Asia occupies an important position in the internationalization of Quanzhou shoe enterprises.

As early as three or four years ago, the Southeast Asian market has become the hot spot of Quanzhou's major sports brands overseas competition.

At present, Quanzhou sports shoes brand in the form of exclusive stores in Southeast Asia has Anta, XTEP, Ali, 31st, PEAK, Hongxing Erke, many of which have set up branches in the local market.

Apart from setting up exclusive stores in Southeast Asia with independent brands, many enterprises have set up factories in Southeast Asia to build overseas production bases.

The figures from Quanzhou's foreign economic and Trade Bureau show that Quanzhou has invested 14 factories in ASEAN.

Take Quanzhou and Cheng shoes as an example, the company has two processing plants in Vietnam.

The head of the enterprise said: "clothing enterprises are labor-intensive industries, and Vietnam's monthly wages are generally below 1000 yuan, which is very attractive to domestic enterprises."

"Domestic production costs are rising rapidly, and the export profits of enterprises have been continuously compressed. In some developing countries such as Southeast Asia, central and South America, they are showing great advantages in terms of market demand, land and labor resources.

Setting up factories in these countries and selling them nearby will help enterprises to allocate resources globally and walk out of an international path.

Fujian footwear industry association responsible person.