Three Main Problems Of Sports Brand In China

At present, the major

The war on brand share of the market has become hot.

Recently, sports brand giant

Group CEO said publicly that Nike's online sales target increased by 600% in the past five years, from a current increase of $1 billion to $7 billion.

Despite the current domestic tradition

The industry showed a slump, but Nike's Chinese market achieved a 30% sales growth in the first quarter of fiscal year 2016, becoming the engine of Nike growth. Even Mark Parker was amazed by the strong performance of the Chinese market.

With the rapid development of e-commerce in China, Nike has adopted the layout mode of "official website + WeChat public address + experience store +NIKE+" in China to pave the way for the online market.

Adidas and UA have also made corresponding growth plans.

And the major sports brands in China are also eager to compete with international brands such as Nike, Adidas and UA.

Through the survey of the doctoral platform these days, experts and netizens focused on the following three questions:

1. domestic brand innovation ability is very poor, plagiarism is serious.

Lack of core technology.

2. quality matters.

3. domestic brands speak better than others.

And the most important part is the first: the domestic brand innovation ability is very poor, plagiarism is serious.

Lack of core technology.

The key to Nike and Ad should be R & D and core technology.

But this investment is real gold and silver.

How much money do international brands invest in R & D? How much have we invested? Let's take a look.

R & D investment of Chinese enterprises and foreign enterprises account for sales ratio:

Chinese private enterprises: 1% state-owned enterprises in China: 1.86%

World average: more than 5% Germany, the United States even reached 10-15%

After reading this data, you will understand that this is not the least bit of difference.

X said that this year's sales will reach 10 billion. Would you like to produce 10-15 billion for R & D? If you can really do that, I think maybe it will be possible to defeat international brands in the future.

Many factories in China have been subcontracting international high-end brands, so the quality of their products is no problem.

Why can't we do it? Personally, I think it's still a low end. Everyone is fighting a price war.

Of course, we must reduce the cost of price war, which is why most netizens say that the quality is not enough.