From "Meat And Potatoes" To "Chicken Ribs": A Perspective Of Dealer Dilemma

For agents and dealers, in order to maintain the sales account of some brands, it is necessary to undertake the corresponding quantity of purchase each year, less than several million RMB to tens of millions of dollars. As a capital intensive industry, the inventory pressure of each high-end high-end watch dealer is enormous.

Insiders revealed that in previous years to Basel to order, many brands are very strong, to give you a set meal, not what you want to buy can buy, set meal matching will also cause backlog.

According to the law of commodities, there is always 30%-40% in these tables, which can not be sold.

And these brands often ignore the sales situation in the Chinese market.

Such a policy has led to a very weak and passive situation for Chinese distributors.

On the one hand, the overall sales of high-end consumption are declining in China. On the other hand, domestic labor and store rental costs are increasing in recent years.

At the same time, squeezed by the two ends, the importing dealers in the past, who are guarding the golden rice bowl, look at the "meat and potatoes" that everyone fought for in the past.

Insiders said that if they really did not do it, they would be embarrassed.

One

If you don't do it, you'll dump it.

As a result, it is difficult to recover the entire regional market.

Some dealers now sell fewer brands or storefronts. When they are reduced from a few stores to a store, they will be killed.

Over the years, business has not been well planned, and a large number of large shopping malls have been built, coupled with market irregularities, resulting in vicious competition in some places.

The industry calls on the government to further plan the business market and standardize the industry market so as to make the clock industry healthy and sustainable.

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In China, it is becoming the "third suits" of middle class consumers besides formal clothes and casual wear.

To achieve this, Nike must integrate online social platforms, offline retail experience and product innovation into a "culture" - just like the night run you have experienced before or now they are trying to make you experience the "women's movement".

Regardless of which brand, women's product line is not an easy topic, whether in sales or R & D.

The most important reason behind this is that ordinary female consumers seldom regard sports as a "pure activity", just like male consumers.

For men, sports are sports, sports, teamwork and self actualization are all among them; but for women, sports are less competitive and more like a part of life. They spend less time in consuming styles than in choosing sports courses.

And if a jacket can have more applications outside the sport, they will obviously be happier.

This is not the only thing Nike sees.

Adidas, who released the women's marketing strategy a year earlier than Nike, invited Li Bingbing to be the spokesperson. The poster on the "sisterhood" was pleasing to the eye, and the brand of Yoga such as Lululemon, the Legging level of yoga has long been popular.

The difficulty of Nike lies in how to go further than these brands.

Huang Xiangyan, director of marketing in Greater China, said how to exceed consumer expectations.

"10 years ago, I might say that China is different from other markets; but 10 years later, information is open to the public, and now Chinese consumers (and other national consumers) have only the difference in participation."

Huang Xiangyan said: "this is a country with a fast pace. In the distribution of work and leisure life, to some extent, the time of leisure life will be eaten.

And the problem we are facing is how to keep sport playing an important role in the life form with the progress of society.

The girls here are very quick to absorb knowledge and change their values, and accept them very high. We want them to feel that this brand is always leading me in front.

If you walk into the women's flagship store in iAPM, Shanghai, you will find that the product display logic here is more like a sports scene than a sports category.

The former means you can seat yourself according to your own way of exercise, such as jogging, long-distance running, intense sports, and the latter are just different projects, such as running and yoga.