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Market Rumors That MIZUNO'S Relationship With BELLE May Change From Agency To Trusteeship.
"P" recently, the market rumors that MIZUNO's relationship with BELLE could change from agency to trusteeship. To this end, the author yesterday telephoned the MIZUNO market department, and its PR people denied the news. He also said that the cooperative relationship between MIZUNO and BELLE was still normal, and BELLE declined the author's interview. < /p >
< p > "MIZUNO does not make money. Few agents are willing to do so now." A large agent said that although MIZUNO's product performance is good, but sales are not good, which makes agents very embarrassed. The cost of comprehensive decoration, goods, labor, rent and so on has also increased the risk of acting MIZUNO. In this way, it is not difficult to understand the idea of BELLE's brand hosting. < /p >
< p > although MIZUNO's news of BELLE hosting brand has been denied, many people in the industry believe that this approach is more feasible. < /p >
< p > Gao Jianfeng, managing director of Shanghai bogai Business Management Consulting Co., Ltd. believes that MIZUNO's search for large enterprises like BELLE is not a bad thing to do brand hosting. "MIZUNO's entry into the Chinese market is not reasonable, and it also missed the best opportunity for development. And its products are relatively single, compared with Nike, Adidas, these foreign brand giants do not have the advantage. In addition, MIZUNO's sales network is relatively limited, and has not been able to penetrate more into the two or three line market of the country. The market share in this area is occupied by a large number of similar brands in China, and MIZUNO's living space is not large now. Selecting large enterprises to undertake brand trusteeship is also a more pragmatic measure for MIZUNO at this stage, so that they do not need to invest too much and achieve quick results, but it is difficult to achieve strategic progress and surpass in the Chinese market. < /p >
Although P is not favored by some large agents, MIZUNO still attaches great importance to the Chinese market. MIZUNO public relations told the author that MIZUNO currently has 463 shops in China, of which half outlets and distribution stores account for half of the total. Currently, all shops in Shanghai are direct outlets. < /p >
< p > it is understood that MIZUNO stores in Shanghai, Beijing, Guangzhou and other first tier cities are mostly direct battalions, while in the two or three tier cities are distributors through laying channels. All along, China is a major market outside of Japan's MIZUNO. < /p >
Before P, 2008, the company hoped to expand its market in China through the 2008 Olympic Games, speed up the pace of opening new stores in China, and gradually narrow its distance from rival Nike and Adidas. But in recent two years, due to the impact of the economic environment, it had to postpone the expansion plan and shut down some poor revenue stores. < /p >
This year, MIZUNO has begun to change its "concept store" route. < p > In March 1st, MIZUNO's first running concept store, running station, was officially located near the Pudong Century Park. It is reported that MIZUNO plans to open 50 such stores in China in the past 3 years. Its goal is to make sales of the business reach 1 billion 500 million yen in the 2015 fiscal year (up to March 2016). It will sell a target= "_blank" href= "//www.sjfzxm.com/" shoes and sports clothes specially for Chinese consumers. Shower rooms and seminars will also be set up, and shops will be used as a stronghold for runners. Because of the increasing health awareness of Chinese people, MIZUNO hopes to get the demand for China's ever expanding runners. < /p >
< p > "MIZUNO does not make money. Few agents are willing to do so now." A large agent said that although MIZUNO's product performance is good, but sales are not good, which makes agents very embarrassed. The cost of comprehensive decoration, goods, labor, rent and so on has also increased the risk of acting MIZUNO. In this way, it is not difficult to understand the idea of BELLE's brand hosting. < /p >
< p > although MIZUNO's news of BELLE hosting brand has been denied, many people in the industry believe that this approach is more feasible. < /p >
< p > Gao Jianfeng, managing director of Shanghai bogai Business Management Consulting Co., Ltd. believes that MIZUNO's search for large enterprises like BELLE is not a bad thing to do brand hosting. "MIZUNO's entry into the Chinese market is not reasonable, and it also missed the best opportunity for development. And its products are relatively single, compared with Nike, Adidas, these foreign brand giants do not have the advantage. In addition, MIZUNO's sales network is relatively limited, and has not been able to penetrate more into the two or three line market of the country. The market share in this area is occupied by a large number of similar brands in China, and MIZUNO's living space is not large now. Selecting large enterprises to undertake brand trusteeship is also a more pragmatic measure for MIZUNO at this stage, so that they do not need to invest too much and achieve quick results, but it is difficult to achieve strategic progress and surpass in the Chinese market. < /p >
Although P is not favored by some large agents, MIZUNO still attaches great importance to the Chinese market. MIZUNO public relations told the author that MIZUNO currently has 463 shops in China, of which half outlets and distribution stores account for half of the total. Currently, all shops in Shanghai are direct outlets. < /p >
< p > it is understood that MIZUNO stores in Shanghai, Beijing, Guangzhou and other first tier cities are mostly direct battalions, while in the two or three tier cities are distributors through laying channels. All along, China is a major market outside of Japan's MIZUNO. < /p >
Before P, 2008, the company hoped to expand its market in China through the 2008 Olympic Games, speed up the pace of opening new stores in China, and gradually narrow its distance from rival Nike and Adidas. But in recent two years, due to the impact of the economic environment, it had to postpone the expansion plan and shut down some poor revenue stores. < /p >
This year, MIZUNO has begun to change its "concept store" route. < p > In March 1st, MIZUNO's first running concept store, running station, was officially located near the Pudong Century Park. It is reported that MIZUNO plans to open 50 such stores in China in the past 3 years. Its goal is to make sales of the business reach 1 billion 500 million yen in the 2015 fiscal year (up to March 2016). It will sell a target= "_blank" href= "//www.sjfzxm.com/" shoes and sports clothes specially for Chinese consumers. Shower rooms and seminars will also be set up, and shops will be used as a stronghold for runners. Because of the increasing health awareness of Chinese people, MIZUNO hopes to get the demand for China's ever expanding runners. < /p >
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