Sports Brand ASICS Layout India Market

Asics is the fourth largest sport brand in the world, running shoes and sportswear. It has a history of more than 60 years. Asics decided to break into the unpenetrated India market and plan to open 80 stores in India in the next 5 years. In addition to selling products through physical stores, the company will expand sales through the electronic business platform, and actively sponsor major long-distance races in India to enhance brand awareness.

Reporters learned that the Japanese sports shoes brand ASICS (Ai Shi Ke) will start a brand store in India, and the target sales in the first year in India will be 280 million rupees. Prior to that, the company terminated the exclusive agency contract of Reliance Retail in India.

　　 ASICS Rajat Khurana, head of India, said: "ASICS's main sales come from many parts of the world. Brand monopoly Shop, but there are not many stores in India market. We plan to set up 80 stores in the next 5 years.

ASICS plans to start in the first year. Number of stores For the 5, the first one will start operation in July, and stores are located in every metropolis. Since its products are imported and parts are not locally processed, ASICS will not be able to run its own brand store in India. All its brand stores are franchised stores.

As a new entry to India's footwear market, ASICS's brand reputation in India is still relatively low compared with competitors such as Nike, Reebok and Adidas. However, the company claims to be the leader of the world running shoes brand, and is confident that the company can achieve good results in India.

ASICS expects sales in India to reach 280 million rupees in the first year, which is expected to increase to three times in three years.

Since 2008, ASICS is India's largest long-distance running official sponsor of the Mumbai marathon. The company will also sponsor other important marathon events in India.

In addition to selling products through physical stores, the company also sells products to the global market through e-commerce platforms, including the India market.

Khurana said: "we are not worried that the high discount offered by online retailers will affect the sales of our products. The India electricity supplier market is not quite different from other countries. We are confident that we can freely control the price of our products in India, just as in other countries. According to the company's forecast, the sales of e-commerce platform will account for 10% of the total sales of the company in the first year in India.

Footwear sales account for 75% of ASICS global sales, while the rest sales come from clothing and accessories sales. Khurana believes that the company will also encounter similar trends in the India market.