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1、-I. Introduction1. Background: In the domestic sports shoes market, it presents the over competition between the international brand and the domestic brand, the international brand such as Nike, Adidas, Puma, Umbro and Converse have taken the high section in the sports shoes market with their high d

2、esign technology, good brand promotion strategy and precise price system. These brands belonging to a synergetic competition stage jointly maintain the image of foreign high quality brand. This kind of product mainly occupies in the big city. On the other hand, for the domestic brand, Li Nin has imp

3、roved its position in the share of the high-section market. It constantly reduces the distance with the international brand. But there exactly exists several problems during the process of development with domestic shoe enterprises. For instance, brand positioning similar is a common phenomenon, The

4、 products of different bands are similar in styles and quality. They are lack of features, only low price are their weapons. And most of the brand marketing level is low, even for brand recognition of the value is not enough. Warrior has managed for more than 80 years, it is a classic brand. But now

5、, people still understand it in their memory of childhood, Warrior is just standing for basketball shoes or even kids shoes. Warrior, this brand now faces a severe situation, especially in the face of the sneaker market in China, which give lots of pressure to Warrior. Our market plan aims to analyz

6、e Warriors problems and give a better evaluation. We hope to rebrand it.2. Long Term: After a proper and comprehensive plan and with insistent hardworking and continuous practicing, we hope to make Warrior become the top sports brand as well as Nike and Adidas in the world.3. Short Term: In five yea

7、rs, we hope to improve the awareness of the brand and the market share in teenagers so that Warrior can compete with Li Nin, Anta, Peak and other intermediate sports brands.4. Target Market: Our major target market is in global teenage segment in the aspect of sports and relaxation. And produce a se

8、ries of relative products basing in the teenage products. Finally, we hope to form a complete industrial chainII. Production Description1. Marketplace advantage 1.1. Price: The price is low and public is easy to accept it.1.2. Quality: Warrior made by good quality material, wearing with comfort, abr

9、asion resistance and adhesion. 2. Willingness to adapt: As a old brand in China, Warrior has a long history and consumers are still willing to buy such brand as a domestic. Considerable amounts of people have faith in Warrior, especially in the groups of people who were born in the 60s or 70s.3. Pot

10、ential resistance 3.1. Similar product competition: The competition with the similar brand as Nike, Adidas, Converse, Puma, Reebok, Kappa, Umbro, Peak, Anta, Li Nin and Xtep push large sums of pressure to the development of Warrior in market share.3.2. Style: The style is too simple and design is si

11、ngle, which could not be accord with youth.4. tential share size: The market share in sports sneakers is still quite large, for the young men prefer to buy the foreign brand products rather than domestics. We should build a new style of fashion for Warrior. (Domestic wind) The young consumers will a

12、dapt it more and more. And here still exists a large amount of population who prefer to choose Warrior because of their old memory. These people could not be neglected, too.III. Target MarketA Influence factors of target market:1. History: Warrior was made in 1927, it has a 84 years history. And it

13、also has a important position in many Chinese hearts. To use it correctly is the key to Warrior.2. Legal environment: The laws involved in this industry include: , and . 3. Current government: Warrior was influenced by the policy of “State monopoly for purchase and marketing” in the past time. After

14、 the government canceled this policy, Warrior began to create its independent operation system. And now the government has introduced several policies and established som ae laws to regulate and stimulate the development of Chinas own shoes corporations. These laws and documents include: , and . 4.

15、Housing: The store location and the rent for stores. 5. Labor: Sales in personnel and security. 6. Economics: With the opening and reform policy, Chinas economy level is increasing. Consumer has more income and purchasing power is upgrading in the same time. 7. Distribution channels: Distribution ch

16、annels should not be neglected for companies, for they are regarded as the important link of all. For Warrior, the distribution channels mainly consist of large shoe shopping, center warehouse stores, department stores, and network flagship store. To combine the way of Single brand monopoly with the

17、 way of diversified competition in sale, which could form a strong competitive advantage. 8. Advertising media: According to the target group which is with modern vigor , with rich personality of ego and with the tide of fashion. People are used to the information age and they are all familiar with

18、the mobile phone , network digital TV, etc. In addition, more and more young people immersed in network and cell phone in daily life, food and clothing. So it is important to choose a popular gateway such as QQ.com, RenR and T which the youth like and prefer to look. B Profile local consumer buying

19、habits:1. Consumer characteristics description：Nowadays Chinese young consumer groups mainly consist of people aging from the generation after80s and 90s. They pursue freedom and fashion. Facing the pressure of social work and learning, they cry out for a recreational and fashionable life element. 2

20、. Shopping habits(place,time,frequency): 2.1. Place: Consumers prefer to shop in the Internet or in the franchise house. 2.2. Time: During festivals and holidays, for the young consumers such as students, they have time to go shopping after school. 2.3. Frequency: These young consumers purchasing mo

21、tivations focus on the trend of fashion, so the frequency of purchasing is higher, they hope to buy different sorts and styles of products. 3. Methods of payment: There are various choices of payment for consumers. The most popular and welcome ways are pay in cash, credit card and online payment. On

22、line payment can be divided into two ways of Alipay in Taobao or Internet banking. 4. Product differentiation and feature choice: 4.1. Product differentiation: 4.1.1. Distinguish in pattern: According to the upper of a shoe, shoes are divided into low, mediate and high.4.1.2. Distinguish in style: A

23、ccording to different groups of consumers, we can push corresponding serious of shoes such as lovers, family, friendship, sports and leisure. 4.2. Feature choice: The willing for young people to wear shoes have obviously changed, once China shoes industry has just started when I was a child, and in

24、the market there is rare shops selling the sneakers. So to wear sports shoes have become everyones dream, especially to have a pair of sports shoes. Nowadays, with the development of the market economy, Peoples life quality level has been improved, and there are plenty basic material, the consumers

25、have changed their mind to seek a kind of leisure, individual character and the spirit of freedom. They prefer to do something unconventional or unorthodox. So the trend of leisure will be back at a high degree of preference for Warrior.C Describe local pricing strategies:1. Markup techniques: We sh

26、ould take Warrior in a higher section, so as to avoid the impact of a strong brand of first-class. On the other hand, we should completely get out from the low section in the past time, so as to improve the margins.2. Availability of discounting promotions: For recreational shoe and sneakers, the sa

27、les promotion activity is very weak. The discounting promotion only include: season discount at stores, new arrival discount, holiday discounts(such as offering a gift while a new store is open), etc.3. Levels of retailer discretion: According to zero layer of the channel and the closely touch with

28、consumers in retail channel, Warrior lower their costs and effectively undertake profit control. In order to reduce the risk of brand, the cooperation with retailers and sharing resources with them should be practiced. Meanwhile, as to open the flagship store, short channel design could effectively

29、and closely link warrior to the consumers together, strengthen the exchange between them, make it moer convenient, master the market demand trend and form the effective management of the channel and the spread of the brand.4. Estimation of governmental intervention on pricing: In the past time, Warr

30、ior was influenced by the government policy of “State monopoly for purchase and marketing”, so the enterprise itself did not take promotion activities and propaganda during that period of development.5. Influence of taxation: In the aspect of Tax, the government takes some advantageous policy to the

31、 Chinas own traditional brand such as improve the proportion of export tax rebates and first pay export tax refund.D. Estimate the size of the target market:1. The size of the target market and potential evaluation: Young people has a large proportion overall consumer groups, consumer groups number

32、will also rise, and consumer market are very wide. Development potential is increasing, product position in the market is also more and more close to the market demands attention. Warrior take the group who are full of life and vigor as the young consumer groups seriously. Warrior expects come into

33、the consumer market of young people. And Warrior provide for the young people who are pursuing fashion and style with a more comfortable and healthy choice through continuous improvement and development of the product. There are reasons for us to believe that the road of developing the market will b

34、e more capacious.2. The situation of Target market: The group of young people market has 3 big trends: pursuit vogue of new things, sensitive consumption ability and strong consumption reflected in personalized, diversification and the comfortable feelings. 3. Estimate the amount of sales of the pro

35、duct during its first years: Firstly, Lets have a look at the rival Nike whose market share occupied 15 percent of the market and annual sales income once reached about 10 billion yuan. And Warriors sales income is about 200 million yuan last year. So we based on the current market share and the str

36、ategy of the brand building in Warrior, We expect to rise sales income to nearly 300 million yuan. in the next years., and the expectation in the five years is almost about 1 billion yuan.4. State reasons for the level of initial market penetration: After comparing with the similar corporations and

37、their own sales income per year, we make a form analysis between them. And we expect to understand the Warriors level of initial market penetration better and more comprehensively.The analysis between Nike, Li Nin and Warrior in competition abilityQualityNikeLi NinWarriorHistory492284Outlet number98

38、6181632000saleAbout 500About 180About 80Target consumerProfessional athletesOrdinary peopleYoung people and nostalgic consumersEarning powerIn 2010 it rise to about 10 billion yuanIn 2010 it rise to about 9.7 billion yuanIn 2010 it rise to about 200 million yuanConclusionThe initial market penetrati

39、on for Warrior will not be so high because of the strong competitors such as Li Nin or Nike, the exact number will maintain in 2 percent of the whole market. We should correctly face it and take steps patiently to improve the situation.IV. Competition AnalysisThe competitors of warrior can be divide

40、d into 2 groups, foreign and domestic. Since the Chinese government abides by the treaty and fulfills the WTOs obligation, the import tariff of footwear will be declined further, which makes the international brands enter into the Chinese markets easily by the acceptable price, bringing the fierce c

41、hallenges to domestic footwear industry. Without the own international brand, the future of Chinese footwear industry would at stake. However, the middle-and-lower grade goods account for 85%in domestic. At present, enterprise engaged in the shoes industry production arise up more than 7000 in our c

42、ountry. 1The mainly competitors introductiona) NIKE耐克（famous international brand ）b) ADIDAS阿迪达斯（distinguished worldwide brand）c) CONVERSE匡威（well-known American trademark）d) LI NING李宁（famous Chinese trademark）e) ANTA安踏（Chinese mens shoes famous brand）f) XSTEP特步（the title of Chinese product quality）2.

43、 Country of origin USA&CHINA3. Existing competition among enterprises a. Industry brand high concentration, domestic brand impacted by international brand . In 2011, because many of the brands continuously intervention, the concentration of sporting goods industry will increase. This tread is changi

44、ng the direction of the shoes industry. b. Competition will focus on a few larger brands. Brand comprehensive influence, financial strength, management ability, goods is relatively weak competitiveness of the enterprises will be more difficult. “ The great fish eat up the small” ,this phenomenon wil

45、l more and more serious in the future. c. threat of new entrants. New entry barriers is low, because the market demand of sports shoes, relatively low cost. But to get the market share, let consumer generally accepted the brand culture, is a relatively long process. d. the threat of substitutes. Spo

46、rts shoes as an independent industry, completely substitutes basic does not exist. e. Chinas sports shoes market competition is very fierce, The customer loyalty of international brand is higher, but will be affected by low price shock of domestic brands. However, domestic brand price is low, but th

47、e brand value is far more limited than international brand. As a small kinds of athletic shoes, warrior has not yet been forming the brand value and customer loyalty, in this case, it will inevitably lead to the sports shoes fierce market competition, as a result, the prospects of warrior is restricted!4. Using matrix model analysis, with the brand value and the size of the evaluation standards, and establish the following strategy group classification: