A运动鞋服公司营销策略研究
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在全民健身浪潮下，中国运动鞋服行业将迎来新一轮高速增长，预计到2020年中国运动鞋服市场销售规模将达到2758亿元。同时，该行业新一轮洗牌悄然发生，行业集中化趋势加剧。国际品牌阿迪、耐克占据国内35%市场份额，国内品牌霸主安踏占据10.3%市场份额，李宁经过调整提阵后市场份额已达到5.6%，HM、ZARA、优衣库等快时尚品牌也纷纷进入运动鞋服行业。与此同时，消费者需求不断升级，移动互联网的发展以及新零售的兴起逐渐改变了消费者的购买方式及购买习惯。因此，对于曾经取得辉煌的A运动鞋服公司，如何面对激烈竞争的市场环境和日益变化的消费环境，以提升公司不断下滑的业绩，需要公司管理层在营销战略上做出积极的...
The industry of sports shoes and apparel is greeted new round of rapid growth in China with the national fitness program. The sales of sports shoes and apparel will reach 27.58 billion predictably by 2020. Meanwhile, the next round of industry reshuffle is starting happening, and centralization is getting aggravated. International brand, Adidas and Nike occupy 35% of the domestic share; Anta as a ...
The industry of sports shoes and apparel is greeted new round of rapid growth in China with the national fitness program. The sales of sports shoes and apparel will reach 27.58 billion predictably by 2020. Meanwhile, the next round of industry reshuffle is starting happening, and centralization is getting aggravated. International brand, Adidas and Nike occupy 35% of the domestic share; Anta as a ...