Analysis of the competition pattern and development trends of the sports shoe industry segment product market in 2018

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Sports shoes are customarily divided into two categories: professional sports shoes and ordinary sports shoes. Professional sports shoes are further divided into competition shoes and training shoes. Ordinary sports shoes can also be divided into They are divided into running shoes and sneakers. Travel shoes and casual shoes used for travel and leisure can also be included in the category of ordinary sports shoes.

In recent years, with the inclusion of national physical fitness into the national strategy, the awakening of public health awareness and the improvement of sports supporting facilities, the sports shoe industry has entered a new period of growth and the market competition is fierce. . At present, my country’s sports shoe market participants mainly include local brands such as Anta, Xtep, Li Ning, and 361 Degrees, as well as foreign brands such as Nike, Adidas, New Balance, Skechers, and Asics.

According to the 2018 China Sports Shoes Brand Power Index released by Chnbrand, Nike ranked first with a score of 572.5, followed by Adidas, Li Ning, and Anta. The rankings of the top four brands are all the same as last year. Consistent; 361 Degrees ranked fifth with a score of 340.9, one place higher than last year; also ranked in the top fifteen are Jordan, Xtep, Kappa, New Balance, Converse, Puma, Peak, Hongxing Erke, Huai Alai and Guireniao.

Local brands will enhance their strength

With the increasingly fierce market competition, sports shoe companies must pay attention to the product needs of different sports, constantly pursue technological breakthroughs, and continuously introduce new materials and new processes into sports shoe manufacturing. . Only products with high-tech content can further meet and guide consumer demand. At the same time, the market transformation of high-tech products can effectively enhance the credibility and brand image of the product. The pursuit of continuous improvement in ensuring the professionalism of sports shoe brands, while constantly adding fashion elements, provides comfortable and fashionable sports shoe products for ordinary sports enthusiasts.

In addition, Chinese sports shoe companies have long been in the second- and third-tier markets, while the first-tier markets are often monopolized by international brands such as Adidas and Nike. Missing out on the huge profits in the first-tier market will undoubtedly deeply hurt local sports brands. On the one hand, local brands are committed to improving their own quality and grade, accelerating negotiations with shopping malls, and preparing to enter the first-tier market; on the other hand, they are trying to acquire foreign first-tier brands and use them as a base to expand the first-tier market and improve the company’s presence in the first-tier market. share.

Finally, internationalization will also be the future development direction of sports shoe companies. Many shoe companies in our country have entered the track of internationalization very early, either opening subsidiaries abroad and developing exclusive businesses based on the subsidiaries, or opening factories abroad to realize one-stop production, supply and marketing. These have achieved certain results. Although it has achieved results, it is still difficult to establish the image of an international brand, and its products are still wandering in the mid- to downstream channel chain. In the future, we can learn from the experience of operating and managing foreign brands by acquiring foreign brands, fully explore the distribution channels of foreign brands, and accelerate the pace of moving from localization to internationalization.

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