MIZUNO, A Famous Japanese Sports Brand, Was Abandoned By Agents In China.

< p > as a famous Japanese sports brand with a history of 100 years, the situation of MIZUNO in China is quite different from that of its native land.

According to a number of large agents, agents are reluctant to take over because of their poor profitability in China.

BELLE, once deeply cooperative with MIZUNO, also changed the relationship between the two sides into trusteeship.

Although MIZUNO's responsible person has not publicly acknowledged, BELLE insider has acquiesced in the above message.

According to the Beijing Commercial Daily reporter, MIZUNO has more than 20 counters in Beijing market.

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< p > "do not make money, and now few agents dare to do it."

A large agent told the Beijing Commercial Daily reporter that although MIZUNO's product performance is good, but sales are not good, which makes agents very embarrassed.

The above agent said that the cost of comprehensive decoration, goods, labor, rent and other costs is very risky for MIZUNO.

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BELLE, which once represented MIZUNO Henan and Shandong, has also ended its agency relationship with P.

After adopting trusteeship, MIZUNO not only needs to bear all expenses and risks, but also needs to pay the trustee management fee.

Only then will the trustee provide the channel.

Unlike the hosting mode, the business risk of the agent mode is mostly on the side of the agent.

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< p > "as far as MIZUNO's status is concerned, this is probably the most feasible way." the key point is that Zhang Qing, the founder of sports consulting company, believes that under the premise that the channel is not dominant, it is inevitable for MIZUNO to be oppressed by large channel providers in order to maintain their livelihood.

In the view of agents, because MIZUNO's current sales are "very general", only by hosting this "inequity" mode can we avoid the vicious circle caused by its backlog.

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< p > > a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > service industry independent commentators, Ma Gang said, compared with the agency mode, the trusteeship brand will have greater autonomy in the operation, including location selection, employee number, promotion, etc.

But Ma Gang also said that the current mainstream mode of sports brand is agent system, accounting for 60%, and the sports brand that is willing to trust is less than 10%.

It is understood that Nike currently has more than 100 stores in Beijing, excluding single digit flagship stores and factory stores, and the rest are agents.

And Adidas's agency mode stores are more.

Lining, Anta and other domestic sports brand giants are also very different from foreign giants.

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< p > although agents have drawn a line with them, MIZUNO's plan to open shop in China is still continuing.

At the beginning of this year, MIZUNO announced that it will open 50 running concept stores in China, and the first concept store has opened in Shanghai.

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< p > even if we introduce the dominant categories into China and try to occupy the market segments, MIZUNO's future is still full of thorns.

The industry believes that in terms of brand awareness, it is also a foreign sports brand giant, but MIZUNO can not compete with Adidas and Nike in China. On the popularity level, domestic sports brands are very big in fashion and try to seize some market strategies by product performance.

Prior to this, MIZUNO conducted a "downsizing" in 2009, closing about 200 stores in China.

At present, MIZUNO accounts for 70% of its revenue in the local market, which is obviously different from Nike and Adidas's global strategy.

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The "P" data shows that MIZUNO is one of the biggest sports brands in Japan. It covers professional sports products such as baseball, as well as outdoor products such as skiing.

MIZUNO also operates golf schools in Japan and operates sports facilities such as Futsal.

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