Three Or Four Line Sports Shoes Brand "Go To The Countryside" To Seek Development

April 6th news overview of the second tier sports in China

Domestic second tier sports brand at level two.

The three or four tier market is basically the battleground that franchisees compete for. With the brand's popularity and added value, some domestic first and second tier franchisees in the three or four tier market are relatively better.

If the three or four line brand wants to develop well, if we want to strengthen the regional market, we should put our focus on the three level market and do direct business in the three tier market.

The three or four line brand does not have its own development space in the two tier market, because according to its own situation, it is difficult to compete with the second tier brand on the same platform.

And according to the current situation, the three or four line brand of the agent in the two market and the three level market is becoming more and more difficult, some franchisees also quietly fade out of the market.

Although the blank market will soon be filled by new franchisees, the number is basically flat, so it will not be effective to increase the number of outlets and enhance the market share.

To make a big leap, it seems to me that doing a direct camp in the county town should be a good way out.

It needs a certain amount of capital strength to make a direct battalion in the county town. Besides, it also needs strong support from manufacturers or brands, including goods, funds and so on.

As the saying goes, "easy to open shop, difficult to manage stores", another major problem in self operation of the county is to improve the team formation, management and training system.

As the three or four line sports shoes brand, the main competitor in the three tier market is the domestic second tier sports brand franchise.

In today's market competition, competition is the strength and operation mode.

The mode of operation is established, so the rest is strength competition.

In the early days of the county store opening, it was a fatal factor to suppress competitors' share of the market, and it also had absolute lethality for consumers.

The agent can open up a price war in the county town. In the beginning, it can provoke a price war. Of course, this is a means and a tactic, mainly to kill competitors.

The price of the domestic second line sports shoes brand is relatively high, which is the absolute advantage of the three or four line brand agents running the battalion.

In terms of price war, competitors can last half a year, and will not last for a year. They will last for a year and will never survive two years.

Why do we say so? Because there are such cases in the market of sports shoes in the two tier market. They successfully disrupted the market structure of the first and second tier brands with the price advantage.

In the three tier market, the market can be explored in the form of one store at the beginning, and then second or third will be opened in time.

Three stores in the county can basically make the market saturated, and the three stores can also be equivalent to a store in the prefecture level city, but a store in a prefecture level city is completely impossible to achieve the strategic purpose of the brand.

In the long run, the number of county towns is very large. The quantity of the county's direct battalion is far greater than that of prefecture level cities. In the later stage, the strategy of county level encircling the prefecture level city can be taken into consideration.

The county town is also a great impetus to the brand alliance of villages and towns, but it can not focus on the villages and towns, because the scale of the township is huge.

At present, most markets are immature, and towns can not afford to run. This is also a backlog for the resources of agents, because the recovery period is the slowest in towns and villages.

Therefore, it is strategically important for the domestic three or four line sports shoes brand to go straight line in the county town, because we have to set our own way and future development according to our actual situation. From the current two level market situation, except for a few brands that are profitable, most of the sports shoes brands are losing money in the two level market, and their source of income is mainly from the county and township franchisees.

If the three or four line sneakers are launched in the county's direct line, within three years, a second tier brand in the country will find their backyard fires, although the center of gravity of the channel will sink, but at that time, the "sky time" has been on the downside.