With the economic development of the Mainland, China is no longer willing to only be a world factory and begin to build its brand. In recent years, the mainland sportswear brand has become more and more “international”. By expanding international products and deepening the direction of specialization, the new strategic effects have gradually emerged. The 361 degree international line products have won international awards many times and won the industry. Recognition.
International line layout for 4 years, open visibility overseas
While expanding its business in the Mainland, 361 Degrees also actively developed the international market. As early as 2014, it began the journey of brand internationalization, and focused on research and Promo Code for Zaful development of high-end functional running shoes. The international strategy of 361 degrees, which has continued to advance over the past four years, has gradually begun to pay off, as evidenced by the number of international network product sales outlets and pricing strategies.
According to the 2017 annual report, 361 degrees have 1,241, 1030, 378 and 40 sales outlets in multi-brand sports goods stores in Brazil, the United States, Europe and Taiwan for the sale of 361 degree international products. The European countries that have been expanded to include the United Kingdom, Germany, France, Austria and Switzerland. In 2017, the brand also successfully entered a number of new markets, such as Canada, Russia, Spain, Israel and Italy.
In terms of pricing strategy, it shows the 361 degree brand that gradually opens up the international market, attracting consumers' confidence and confidence through specialized products. Take the US market as an example. The average price of professional shoes for 361 degrees international line is not far from the traditional big names in the industry. It is different from the inherent impression of mainland brands in the low-end overseas pricing.
The 361 degree international fan is getting more and more? Overseas product pricing strategy is different from it
361 degree US retail website
Focus on research and development, design has won international recognition
In the past 3-4 years, the overall R&D expenditure of 361 degrees has steadily increased. During the period from 2014 to 2017, the company's research and development expenses were 95.7 million yuan, 139 million yuan, 187 million yuan and 173 million yuan, accounting for 2.4%, 3.1%, 3.7% of total sales. 3.4%. At the same time, the number of footwear developers in the company increased by 2.4 times from 134 in 2016 to 326 in 2017. The overall R&D investment has increased, which will help improve the quality of all products.
361 Degrees In 2014, we launched an international business, based on specialization, always focusing on product research and development, both internal and external, to create a brand with excellent quality. For international line products, 361 degrees is also painstaking. In order to improve the functionality and competitiveness of the products, 361 Degrees hired an international high-end professional R&D design team and set up a R&D center in Taiwan to provide strong R&D technical support for the development of overseas business. Although the appearance of packaging and promotion is very important, but the real retention of customers is the quality of the product.
In order to meet the different functional requirements of professional footwear, 361 Degree attaches great importance to the development of self-developed technologies, such as SAC-air, NFO, QU!KFOAM, Bumper MD, REV Air and Arch Lock, with high-tech materials and related technologies. A total of 273 patents were obtained.
Actively build products, focus on research and development, 361 degrees of running shoes products have gained more and more international recognition.
In 2016, a number of 361-degree international line running shoes, including 361 Sensation, were highly recommended by industry-leading magazines.
In 2017, 361 Degrees Sensation 2 was awarded the “Best First Show Award” by the German version of “Runners World” in April. It was also recommended by Women’s Running Magazine as the 14th best running shoes and “Running in Spring 2017”. The World Spring Magazine Spring Running Shoes Guide was selected as the 23rd best running shoe. The 361 degree Sensation 2 was also included in the US 2017 Triathlon Guidebook. In addition, SPINJECT and MERAKI series of running shoes were selected for the US "Runners World" 2017 autumn and winter recommended running shoes, SPINJECT also won the US "Competitor" best rookie award.
In 2018, SPI's neutral cushioning running shoes SPIRE3, first won the 2020 running shoes award from The Nordic Edition in May, after receiving the ISPO Global Design Award in Munich, Germany, the Newcomer Shoe of the Year Award The Year. STRATA 2, another running shoe, won the best cushioning running shoes in the Canadian running magazine Canadian Running 2018 Spring Editor's Choice Award for outstanding DressLily Promo Code stability and cushioning performance, and then stabilized in Runner World in 2018. The best running shoes recommendation award.
In June this year, the World Brand Lab's "World Brand Conference" released the analysis report of "China's 500 Most Valuable Brands" in 2018. 361 degrees ranked 334 with a brand value of 12.324 billion yuan. Since 2005, the company has been selected as the "China's 500 Most Valuable Brands" for the 14th consecutive year. In 14 years, the brand value of 361 degrees has increased by more than 5 times, with a total value of 10.313 billion yuan.
Through these R&D data and award-winning experiences, we can understand the reasonable price of 361 degrees in foreign markets. The mainland brands slowly tear off the labels of bargains through the hard power of products.
The strategy of building products and popularity has gradually worked, and the walls are fragrant outside the wall. Now the 361 degree flower is slowly drifting back to the mainland. During the Chengdu Double Marathon at the beginning of this year, 16 professional running shoes of the 361° International Line debuted. The three series of “lightweight racing”, “stable support” and “neutral cushioning” met different needs and allowed the contestants to compete. Experience professional shoes at the international level.
The foreign market network has gradually spread, and the products have been recognized by the industry. I believe these elements will gradually transform into sales power. 361 degrees said that in the future, it will continue New Chic Coupon Code to explore and expand to countries with growth potential to promote 361 degree international line products, and expect international business to become an important source of contribution to the Group's turnover in the next three to five years.
留言列表
