The Key Point Of The Marketing Of Expensive Bird Sports Shoes And Clothing Is Not The First Tier Cities.

< p > the precious birds (15.38, 1.40, 10.01%) are ahead of the majority of the competitors in the three or four tier city market and have the advantage of the scale of the marketing network.

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< p > the Limited by Share Ltd (603555.SH, hereinafter referred to as "the precious bird") is a famous brand of Chinese sports a href= "//www.sjfzxm.com/" target= "_blank" > shoes < /a > brand, mainly engaged in research and development, design, production and sales of "brand" sports shoes, sports a href= "http://", "http://", "clothing".

The company brand is located in the mass consumer market, the product focuses on sports leisure shoes and clothing, and the marketing network focuses on the domestic two or three and four line city market. The production mode is combined with independent production and outsourcing production, and the sales mode is mainly wholesale and sales to distributors.

With differentiated brand positioning, strict quality control and nationwide marketing network, it has maintained sustained and rapid growth.

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< p > the continuous rise of income level and the deepening of health concept are the two main reasons to promote the steady growth of the global footwear market.

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< p > in recent years, China's total economic output has been continuously improving, and the income of urban and rural residents has been growing rapidly, and the consumer goods market has developed rapidly.

With the remarkable improvement of living standard, the consumption level of clothing for urban and rural residents has been steadily raised.

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< p > the market capacity of Chinese sports shoes and sportswear is gradually expanding. According to the research data of Euromonitor, from 2006 to 2010, the sales of Chinese sports shoes increased from 30 billion 485 million yuan to 54 billion 153 million yuan, and the compound annual growth rate was 15.45%.

According to Euromonitor's forecast, sales of Chinese sports shoes will reach 92 billion 993 million yuan in 2015.

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< p > according to Euromonitor's research data, from 2006 to 2010, China's sportswear sales increased from 28 billion 52 million yuan to 66 billion 995 million yuan, with a compound annual growth rate of 24.31%.

According to Euromonitor's forecast, China's sportswear sales will reach 142 billion 432 million yuan in 2015.

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< p > in order to achieve the mission of "leading people to enjoy sports and happiness", the bird brand has been committed to providing comfortable, fashionable and healthy sports shoes and clothing products for the masses of consumers since its foundation.

The main competitive advantages of the company lie in differentiated brand positioning and multi-level integrated marketing, efficient and innovative R & D power and rapid response cooperative R & D system, precise layout of marketing network and scientific and rigorous dealer control system, effective integration of supply chain, and professional management team.

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< p > the company's competitive strategy is mainly differentiated. It is mainly reflected in two points: first, it is to create the connotation of "Happy Sport" of the brand, which is aimed at light sports, taking the position of mass sports products and avoiding competition with professional companies.

The two is to lay emphasis on the layout of the three or four line sports shoes and clothing market.

In 2011, the number of three or four line market channels accounted for 71%.

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< p > the upper reaches of the sports footwear industry are shoe material manufacturing industry and < a href= "//www.sjfzxm.com/" target= "_blank" > textile < /a > industry.

Chemical materials, synthetic "a href=" //www.sjfzxm.com/ "target=" "_blank" > leather < /a > and textile material price and labor cost increase, to a certain extent, improve the business risk of shoe material and textile enterprises.

Facing the pressure of rising costs, shoe materials and textile enterprises need to establish long-term and stable cooperative relationship with sports shoes and clothing enterprises in order to reduce business risks and maintain profitability.

Sports shoes and clothing enterprises are hedging the pressure of purchasing cost rising through establishing strategic cooperative relationship with suppliers and raising the selling price.

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< p > the "noble bird" is located in Jinjiang City, Fujian province. It is the largest industrial sports shoes and apparel industrial cluster in China. It has a complete industrial chain covering the production of accessories, production and processing of shoes, accessories, clothing, shoes, warehousing, shoes and clothing, and has a strong sports shoes and clothing production capacity, professional clothing manufacturers and mature third party warehousing and logistics distribution system.

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< p > the lower reaches of the sports footwear industry are distributors, retail operators and consumers.

Through the differentiated brand positioning, emphasizing the comfort and fashion research and design and shaping the marketing strategy of the regional strong brands, the layout of the two or three and four line city sports shoes and clothing market, especially in the three or four line city market, is ahead of most competitors.

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P > as of June 30, 2013, the company's marketing network is all over the country's 31 provinces, autonomous regions and municipalities directly under the central government. The retail terminals of 5508 bird brands are stable and strictly controlled. In the two or three and four line city sports shoes market has obvious marketing network layout advantages.

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There are differences in consumer behavior, product preferences and consumption channels between P and two or three and four tier cities.

Relying on fashionable design, comfortable and portable function and excellent performance price, the brand of the brand sports shoes and shoes has established a good brand image in the two or three and four line city market, and has won the recognition of the regional consumers.

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< p > in recent years, the consumption market of China's two or three and four tier cities has been developing rapidly. Due to the steady increase of disposable income of two or three and four lines of urban residents and the relatively reasonable rent of the shops, the brand retail terminals of sports shoes and clothing can get significantly higher return rates than the first tier cities in the two or three and four line cities.

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