Are You Willing To Change Your Mind And Buy A Pair Of Nike Shoes?

Through the cost accounting, UBS calculated the price of Nike's low price shoes, which is 300 yuan / double, which is 25% lower than the current price. How to make some consumers get the pursuit of their own individuality at a lower cost, while maintaining the consumption demands of the middle class, in the face of the overdraft declaration of Chinese enterprises, the counterattack of Nike and Adidas has arrived.

"If you spend more than 50 yuan, are you willing to change your mind and buy a pair of Nike shoes?" Nike's upcoming launch of cheap shoes, the capital market immediately responded.

In June of this year,

Luo Fu is a German student, although he carefully selected his own name Rolf for a very Chinese plation, but it can not change his rigour of the Germanic people. In the 3V3 basketball court, the students will play strict tactical discipline without any play.

However, this is not the most noticeable place of rof. What is most interesting is that when Chinese students step on Nike and Adidas boots, a blonde roher is wearing a pair of old fashioned cloth shoes sold in the school canteen.

Everyone said that the foreigner was so cool and so personable that the Germans didn't wear Adidas, but he didn't think it was cool or cool. Instead, he felt that his classmates were making a fuss.

"I also wear Adidas in the country, which is the easiest place to buy shoes in the locality, and the price is not expensive." Luo Erfu thinks he is just following his usual consumption habits and chooses a sports equipment with high cost performance.

Luo Fu doesn't understand his Chinese classmates' admiration for Nike and Adidas.

These brands in Europe and America are indeed good quality, brand new designs, but they are only famous. "Wearing these brands of shoes can really make you add a little bit of bounce, but it will not make you superior."

Foreign monks are good at chanting. It seems that all foreign brands will have a mythological process after they enter China.

When Coca-Cola first entered the Chinese market, it was once regarded as a valuable gift to give relatives and friends in the new year. But now, who will feel that drinking Coca-Cola is a matter worth showing off. Maybe, under the impact of domestic brands, Adidas and Nike will return to the status of ordinary brand sooner or later. But it is because of this myth and the process of being elevated that when Nike and Adidas decided to lower their prices and enter the two or three line cities and the domestic brands, they would have a big advantage.

It is better to lean and seek than to bend down.

The promotion of brand needs years of operation, and the promotion of product prices needs more time to digest. But the reverse is much simpler. No consumers will object to getting quality products. A UBS analysis shows that the attraction from Nike, Adidas brand and product quality can stimulate consumers to spend more than 50 yuan, that is, the idea of "buy 50 more Nike shoes with more than $50" will probably drive consumers who buy domestic sports shoes such as Lining and Anta to take the lead in empathy.

The main consumer of sportswear is about 16-35 years old young people.

In the first tier cities, this group has a richer and mature brand cognitive ability.

In the two or three line city, the recognition of a brand by young consumers will be more affected by the people around them, and their pursuit of individuality will still have the impression of the traditional consumption concept.

Compared with the consumption ability of the first tier cities, how to make them get the recognition of values at a lower cost is a way to win the recognition of this consumer group.