Jogging Of New Bai Lun Channel

New Balance is not a brand-name product in the United States. When I was reading sports management MBA in New Hampshire, I bought seven pairs of new running shoes in Yard Sale, because it was too cheap, with an average of 10 US dollars.

In many large shopping malls or sporting goods stores in the United States, new balun is not a prominent brand. Many times, this brand is a unique corner, silently waiting for the visitors who are unique.

But it is such a sports brand which is not too dazzling in the US, but it is hopeful in the Far East.

From 2012 to 2014, the number of new stores in mainland China increased from 301 to more than 1600, and sales reached three digit growth in two years.

In contrast, domestic sports brands have been struggling in recent years. Only in the first half of 2013, the number of Chinese local brands, such as Lining, Anta, PEAK, China trends, XTEP and 361 degrees, closed up to 2249 stores, and six companies closed 12 stores on average every day.

In 2014, although some brands were experiencing a rebound in sales, the overall performance of the domestic sports brands was still more than that of the recent three years in which the new Bruns were active in China and the counterattack growth in product sales.

What market strategy has attracted China's tide male tide women? What valuable market experience and unique perspective can ensure that new brun stands out in the Chinese sports brand market?

Before 2011, the sales situation of new brun in China was very bad. In the entire Chinese sports shoes market, Nike, Adidas and other two international giants plus China's local Lining, Anta, Jordan and other dozen Chinese and foreign sports brands, the market share exceeded 90%, the new brun can only squeeze in 10% of the market share, and dozens of other sports brands "a small cup of soup".

But according to the professional report of Bo's data in 2014, new brun is among the top ten in China, ranking ninth in the ten top sports shoes brands in 2014.

Of course, this little ninth also took 25 years!

Since its establishment in 1906, new Bai Lun has been making sports shoes, so far it has a history of 109 years.

In 1989, Xinbai Lun once explored the Chinese market. At that time, the US headquarters did not pay much attention to the emerging Chinese market. They took the form of recruiting products and sales agents in China, and the Chinese brand name was also introduced from Hongkong to the mainland.

At that time, the new product did not have its own foundry in Asia, and their products were all produced by the United States and Europe, resulting in high prices.

For a long time, the mainland was flooded with lots of new products, and there was hardly any market share in the genuine market.

After 1998, the new company failed to recall the Chinese agency rights of the products, and began to take positive measures. On the one hand, they began to fight against counterfeit products by adopting product anti-counterfeiting codes; on the other hand, they sent elite from the US headquarters to open up the sporting goods market in the mainland of China.

In 2003, the new hundred Lun trade (China) Co., Ltd. was set up, which also marked the new start of the new market in mainland China.

The turnaround took place in 2010.

After the 2008 Olympic Games, China's national sports strategy began to make great adjustments. Before, the focus of the whole country was on the Olympic sports. After 2008, some low-cost sports for all were popular, and "running hot" came into being.

"Running is restricted by the venue, so it is easy to participate and the cost of participation is relatively low.

Many times, the biggest investment in running is probably a pair of comfortable and comfortable running shoes.

Therefore, running has begun to play an important role in the changing process of Chinese national sports.

CEO Zhang Qing, who is the key to this point, looks at the success of new hundred years in recent years. "The 10 year running hot and increasingly hot running has increased the demand of running fans for running wearable equipment, and the new brand that has been devoted to the development of light running shoes has grasped the opportunity of the market."

In the past two years, the leading actors in Korean dramas and many celebrities in the mainland will wear a pair of new hundred shoes. This is also a "tidal" learning opportunity for young people who are keen on fashion trends. It is undoubtedly a natural market catalyst for a consumer brand.

On the face of it, the rapid expansion of new wave in China is catching up with the pformation period of the Chinese sports market and the catalysis of "star effect", but it can not be ignored that the pformation of the new production system is one of the important factors for its success.

Comment: Frankly speaking, although the running craze is popular in China, compared to the big market of 1 billion 300 million people, the consumption demand of jogging shoes is still at a low level purely for running functional needs.

The breakthroughs made in the past few years have come from the popularity of its classic series and casual wear.

Of course, we must point out that if we remove the basic support of running categories, we will be confused with "ordinary revolutionary masses" and fall into the red ocean of leisure.

And the wisdom of new Pak Lun is to stick to its strategic positioning. On the one hand, we should deepen the market for running the market, and on the one hand, we will achieve the ultimate goal of the classic, and achieve an organic balance between the two, so as to ensure that we gain enough profits from the niche market without losing our professional status.

Before 2011, because of the confusion of the internal process, the new order could not be input into the system, nor could the corresponding products be found in the warehouse.

It can be said that the brand is "totally messed up" from commodity mix to internal operation and even to organizational design.

Everything in the new state, which is out of balance, needs to start from scratch.

At that time, the 301 stores of new Bai Lun, including the warehouse area, had an average area of only 63 square meters, while Nike had 3700 square meters in flagship experience store in Huaihailu Road, Shanghai.

But in this 63 square meter area, new brun will display a series of products such as running, fitness, tennis, training and so on. Too much information can not give consumers a clear impression of the new brand, and the marketing resources are also diluted.

Where the problem is, you have to move the knife.

New blun cut off the products of 2/3, and set the product clearly in the jogging series, and identified the 3+1 product strategy, mainly for jogging shoes, namely jogging shoes, retro leisure jogging, Anglo American production and children's shoes.

This strategy is called "Less is more", which is called "centralization".

In 2011, the new flagship was selected for the retro jogging series.

Zhang Hongwen, President of new bun China, said that the main reason why he chose to play the retro recreational jogging series at that time was mainly based on past retail experience, because the trend of sports shoes is very much related to the mainstream clothing of young people in the second half of the season.

The hip hop style was popular in 2000, and the big trouser leg was the trend. It matched the shoes with a rather heavy appearance.

The popularity of straight jeans became popular in 2002, which made CONVERSE's shoes sell well.

In 2009, as the fast fashion brand ZARA and UNIQLO rolled out in China, the small trouser legs became a new scenic spot on the street.

At this time, with the popular elements at the same time and comfortable wearing new Blu retro leisure series will become the first choice of collocation.