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The rapid development of China's footwear industry also faced with such a problem that is serious in the homogenization of goods and commodities and goods between the brand and the brand differentiation between the less and less today, the homogenization of channel construction also impressively in front of us. How to change the Nike Air Max sales channels? How to "sweep away the dark clouds see the dawn" mean?

Many shoe brands invariably choose the channel reform. Not just some local brands of domestic and foreign one of the best sports brands as well.

Nike released the second quarter of fiscal year 2011 report, as of November 30 this year, three months, Nike Greater China revenue 482 million, an increase of 20%. Nike Brand President CharlieDenson that Chinese consumers on the Nike basketball, football, running the product demand, China's vast market access and coverage area for Nike, there is a large room for growth, Nike will further develop China's three-and four-wire performance of the market to maintain sustained growth.

Nike has been in China's front line, second-tier cities to succeed, the next step is to consolidate the first and second tier Air Max 90 market, continued deep into the three-and four-tier cities. Local sports brand stores by the number of four-tier cities to promote the performance of rapid growth, this strategy can effectively improve the international brand in China's growth. November of this year, Adidas announced the development of the next 5 years Greater roadmap 2015, Adidas will add 2,500 stores, mainly small and medium cities in China.

Saturday brand shoes are in a highly competitive industry, has been upholding the "ST & SAT" as the leading brand, but have started experimenting with multi-brand operations, including "SAFIYA", "FBL", "IIXVIIX" and other fast-growing brand differentiation, Currently there are about more than 1,700 stores, including "SAFIYA" and "FBL", respectively, with 300 nationwide and 100 stores in the expansion of multi-brand operating model to a certain extent, but more than 60% of the company's revenue comes from the "ST & SAT "brand.

The company's sales channel sink in the first quarter of 2011, or the results. Currently, the Saturday of the leading brand "ST & SAT" as the industry leading brand shoes, a second-tier cities, respectively, 90% coverage, 70% -80%, with the industry's leading Belle's "Belle" brand to form an effective competition But three or four channels of coverage in the lower-tier cities, and "Belle" there is a big gap. Therefore, the company developed in 2010 sinking of the channel strategy, and hired in June 2010 as a famous Korean actress Jeon Ji Hyun brand ambassador, the retail terminal by increasing advertising spending, expansion of four lines market, sell faster than in previous years markedly accelerated. From the data, 2008,2009 net to open about 100 stores in 2010, total new stores are expected to more than 300, the new store is generally about half a year maturity, which estimated that the first quarter of 2011 should is Saturday after new Air Max 2009 stores opened channels contribute to subsidence and effective start.