A Price War Has Been Launched For The Famous Brand Sports Shoes That Occupy The Two Or Three Line Market.

Price is still the decisive factor that affects the big two or three domestic market.

Analysis of the industry, at present, the two or three line market can best adapt to the price of 170~250 yuan, while Nike in the country.

For brands, price cuts can be regarded as an adventure: If profits are thinner, they will also damage the image of high-end positioning of foreign giants.

Previously, the contradiction between Adidas and the dealer came from the issue of price reduction: the backlog of Olympic product inventory, the dealer to reduce empty inventory, at all costs, but Adidas afraid to hurt the brand, had to intervene in force.

But Du Bairui, the new president of Adidas China,

The domestic sporting goods industry's response to the foreign giant is not large. Even a well-known sports brand leader told reporters that it was impossible.

The person in charge said that Nike's price cut seemed to have passed for more than a decade. Nike, a high-end brand, should not joke with price cuts.

He Ruibo, executive director and chief financial officer of XTEP, said that ADI and Nike have been developing for more than 10 years in China. They have always been well aware of the demand of mainland consumers for high-end products, and also understand that low-end products are not the source of their profits.

"If Nike makes the relevant deployment, XTEP will only think of more than one local brand competition.

At present, the advantages of local brands in the two or three tier market are relatively large. On the one hand, they are familiar with the market, and on the other hand, we all have a relatively sound distribution network.

After pessimism

According to the relevant data, the major sports in China are coming to an end.

However, influenced by the recent move of the US sports brand Nike (NIKE) to enter the mainland two or three line market with the help of low-priced products, the price of Chinese sports apparel manufacturers listed in Hong Kong has fluctuated in recent days.

After the news came out in late June, Chinese sports apparel stocks fell for two consecutive weeks. From June 22nd to July 6th, Lining (02331.HK) fell 14.4%, Anta (02020.HK) fell 10.5%, China's trend (03818.HK) fell 12.7%, PEAK sports (01968.HK) fell 15.5%, XTEP (01368.HK) fell 14.3%.

Until last week, these stocks had stabilized.

Nanhua data research predicts that the impact of NIKE's price war on domestic two or three line brands will be limited, such as 360 degrees, XTEP and PEAK, because the products of these brands still have a great price difference compared with NIKE, but the bank also expects that the domestic first-line brands will be affected, such as Lining, Anta and China's Kappa brand, because consumers may be willing to pay relatively less cost and get better brand products.

Recently, a number of agencies reported that the distribution system would become a bottleneck restricting the low price offensive of NIKE. "In view of the higher initial investment requirements and the lower profit margins of foreign brand products, some mainland distributors may not be willing to take risks. NIKE and Adidas will find it very difficult to find local distributors in the two or three tier market in the mainland".

With the growth of mainland labor income, the sales of domestic sporting goods and clothing will be boosted, so the prospect of domestic sector is not pessimistic.

"In some small cities in China, you only have to see a Nike store, and there will be 2~3 Anta and XTEP around."

Analysts believe that the two or three tier cities are the main battleground of domestic brands and the cornerstone of enterprises.

If you feel that the international brand has the meaning of channel sinking, the price of the domestic brand,