2017 overseas sports shoes sales amounted to 19.6 billion US dollars made much money
According to data from the NPD Group, last year the US sports footwear industry grew by 2%, with sales of 19.6 billion U.S. dollars. The female market has grown fastest with 2016 sales increasing by 5%. Sales of men's footwear increased by 1%, and the children's market also increased by 1%. Sports and leisure is currently the largest category of sports footwear. Sales in 2017 reached US$9.6 billion, an increase of 17%. The Nike/Jordan brand, Adidas, Skechers, Under Armour and New Balance are the best-selling brands in 2017. Adidas is the fastest growing company in the market, with sales increasing by more than 50%. In order to maintain growth, international sports apparel companies have launched their efforts to force the world’s second largest economy, the Chinese market. China has proved itself to be a surpassing US’s actual competitor in the size of the sportswear market. At present, the difference between the market size of the two countries is largely disproportionate. As of 2016, the U.S. market size was 103 billion U.S. dollars, while China ranked second with a value of 28 billion U.S. dollars. Considering that China's population is about four times that of the United States, China already has the world's largest middle class population and is still growing. Adidas, which is currently taking root in China, issued its 2018Q2 financial report. During the reporting period, Adidas’ net sales increased by 20% year-on-year to 5.038 billion euros. Net income from continuing operations reached 347 million euros, an increase of 16% from the same period of last year. Gross profit margin reached 50.1%. , From a regional point of view, sales in all regions except Russia have achieved double-digit growth, with the United States increasing by 25.8% year-on-year, Greater China sales by 865 million euros, and China's stores by 10,000 or so. Sales have increased year-on-year. 27.7% continue to be at high speed. In the United States, Nike’s sales for the first quarter increased by 5% year-on-year to US$8.6 billion; sales in Greater China rose by 16% year-on-year, revenue exceeded US$1.2 billion, and the Nike Tmall flagship store had 11.437 million fans. At present, foreign brands have a strong foothold in China's first-tier cities. Of course, we are not vegetarians either. According to the difference, Anta will invest its resources in the second and third tier cities. However, this is not a small market. Because more than 150 million Chinese teenagers and young people live in these places, it turns out to be right. This is not our Chinese wisdom. Relying on strong distribution and relatively low prices. As the largest, most prestigious and most offensive domestic brand in China, Anta has announced an ambitious goal to surpass Nike and Adidas in the Chinese market while deliberately ignoring the target date. Time will prove whether Anta can surpass the brand in terms of financial performance, but in 2016, Anta successfully surpassed its rival Li Ning as China's undisputed leader. The two companies have made painful struggles in various aspects. Especially under the sponsorship of the Chinese Men's Basketball League, Anta sponsored the 2004-2012 season. Li Ning has been restored from 2012 to the present. In 2004, Li Ning became the first sportswear company listed on the Hong Kong Stock Exchange. This move was soon copied by every major competitor. Over the years, the brand has sponsored countless leagues, teams and players. As an official partner of the Houston Rockets, the brand's real breakthrough on the international stage appeared in 2012, when Li Ning took Wade from Jordan Brand. When Li Ning approached Wade with a $10 million deal. But Li Ning's story is not without a deceleration zone. It suffered years of losses caused by an overly aggressive North American expansion, which also led to the closure of the Portland office, the dislocation of ordinary brands and corporate restructuring. Due to its competitive pricing strategy and domestic market focus, it eventually rebounded; revenue reached US$1.1 billion, a 13% increase over 2015. However, the setbacks of several years are enough to make its most fierce competitor Anta depreciate it as China's top sportswear brand. From the above data, why don’t we guess the future? How do we go? The first is the brand premium, Adidas’ innovative products and the combination of years of efforts to spend money on marketing in China have created undeniable Brand premium. Can we fight it? If you want to fight with them in an international attention game such as the NBA, at least for now it is sure to fight. Recently, the product launch demonstration of Anta A-Flashfoam technology is similar to adidas's Boost technology. In terms of Anta's defense, the brand also demonstrated the true innovation of high-end products. Everyone even speculated that KT3 might be "the best Chinese basketball shoe ever." Wade is sure that everyone is not unfamiliar and is very popular in China. Li Ning's cooperation brand Wade Road is known for its excellent quality and cost-effective brand. The entire brand is centered on Wade. Wade plays an important role in brand strategy and identity. Wade now serves as Chief Brand Officer. He is also the key decision maker who chooses the athlete who best reflects his brand style. Today, there are 12 players in the NBA wearing Li Ning, 7 of whom wear Wade's signature shoes. He has his own creative team, including former chief designer of Converse and Eric Miller of Nike. Focus on innovation and make hard work first. This should be the most important thing to do now. Of course, soft power can not be less. Recently, Li Ning and CLOT, Peacebird and Chen Peng jointly appeared in Tmall and hosted the New York Fashion Week China Day Exhibition. We all know for sure that it is plain to use the Internet to differentiate, and this time it should be said that if Li Ning and Anta can join hands to fight, it would be better... The second is explosive strategy, like Adidas's coconut shoes, sales of 106,000 pairs!!! However, we have worked hard to realize our desire to understand. Looking around, a pair of shoes is priced between RMB 4,000 and RMB 6,000. As such, a coconut shoe can sell RMB 460 million in one year. This number is quite aggressive. Force, I also believe that we can also do it, just not telling you time, just as Anta said in the Chinese market beyond Nike and Adidas, not saying the target date. After years of deep plowing, Chinese brands are no longer just for survival, but are now on the offensive and are focusing on the larger domestic market. In addition, the upcoming generation of young consumers is more willing to represent and wear domestic brands. Chinese brands will have a lasting impact on the tastes and preferences of Chinese consumers in the coming decades. Eventually it will set off waves in the world and become a cultural symbol of China, just as Nike was in the United States or Adidas in Germany. Source: China Apparel Circle
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