increase trend on footwear in china market
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Pricing Strategy- Based US website, Q4 is 10% lower than Nike and Adidas- Please find the following competitor analysis for Nike and Adidas in Hong Kong
Product Strategy- Basketball shoes- Training shoes- Lifestyle shoes
https://www.nike.com.hk/man/shoe/basketball/list.htmExisting competitors:
- Basketball shoes price range ($600 - $1600)
- Target major basketball shoes are Air Jordan
- Trainers price range ($300+)
- Crossover with famous NBA player edition
- New designs produced seasonally
- DIY versions available in store
Laceless Nike AdaptHK $2,800
Laceless Jordan XXXIIIHK $1,600
https://www.adidas.com.hk/men_Basketballshoes
Existing competitors:
- Basketball shoes price range ($600 -$1500)
- Trainers price range ($300+)
- Crossover with famous NBA player edition
- New designs produced seasonally
- Not major in basketball shoes
- Increasing trend- Major sport shoe brands: Nike, Adidas, Converse, New Balance- Price Range:
- Basketball Shoes $600 - $1,600- Training Shoes $300 - $600
Branded stores
Distribution Channels No. of stores Nike Adidas Reebok New Balance Puma Converse Others
Gigasports 18
Marathon 54
Catalog 26
Wan Kee 77 11 16 6 3 6 2 4
C.P.U 12
- Marketing methods adapted:- Facebook- Yahoo- Instagram- Wechat- Mtr station- TV advertisement- Magazines
Online platform:- Facebook- Instagram- Tmall- Wechat- Jdmall
Offline platform:- For Hong Kong, target to enter one or two major distribution channels like Wan Kee- For China, locate regional distribution in Beijing, Shanghai, Guangzhou
Direct sales through basketball teams and fitness centres
- Online platform marketing at Facebook, WeChat- Activation program – details referred to Q4 activation program proposal- Pop up stores at shopping mall