Under the background of the rise of domestic shoes companies, Tubo wants to go further

(Picture source: Oriental IC)

Economic Observation Network reporter Zheng Yanxin's performance of international sports brand giants represented by Adidas has declined successively, showing a weak situation in the Chinese market. The competition between local sports brands and these international leaders has become increasingly fierce. The income, and the attack of domestic shoes is more than that.

On September 5, Tuban held a brand strategic conference and announced a brand new strategic positioning of the brand -world -class Chinese running shoes.

Tuban's strategic decision -making position is based on its results in marathon. In 2021, on the Xiamen International Marathon, of the 3 -hour elite runner on the World Field Platinum Marathon, the Tobb 160X series running shoes accounted for 51%, surpassing foreign brands. In the same year, 7 of the 10th Chinese marathon players were wearing the Tubu 160X series of running shoes.

Ding Shuibo, chairman and CEO of the Board of Directors of the Tubu Group, reviewed the original intention of using running shoes as the brand strategic point. During the 2008 Beijing Olympics, he saw that most of the Chinese athletes were wearing foreign brands on the track and field. "Such a situation has been on the Chinese marathon for decades. I thought at the time that we could make a pair of world -class shoes that belong to the Chinese."

The background of making new strategic goals is that domestic shoes companies have risen, and Nike and Adidas China's revenue has declined.

On June 27, Nike announced the performance of fiscal 2022, and the revenue of Greater China was US $ 7.547 billion, a decrease of 13%compared to the same period last year. On August 4, Adidas released the second quarter of 2022 financial reports, and the revenue in the first and second quarters of Greater China decreased by 35%year -on -year. This is already the brand's fifth consecutive quarter in Greater China.

Adidas CEO Kasba Rosty said in an interview with the media a few days ago that in the Chinese market, in addition to the impact of the new crown pneumonia, Adidas himself also "made a mistake." In the interview, Rost acknowledged that "we don't know enough about consumers, so we leave room for those Chinese competitors who have done better." On August 22, Adidas officially announced that his chief executive officer Kasper Rorsested will leave next year and cancel the contract three years in advance compared to the contract.

In the first half of this year, Tubu International reached 5.684 billion yuan in the first half of the year, an increase of 37.5%year -on -year; operating profit realized 922 million yuan, an increase of 34.8%year -on -year. Anta's half -year revenue exceeded Nike China for the first time. Earlier, Anta's revenue surpassed Adidas China. The total operating income of Li Ning Company in the first half of this year was 12.514 billion yuan, an increase of 22%year -on -year, and a net profit of 2.189 billion yuan, an increase of 11.57%year -on -year.

Ding Shuibo said that in the next 10 years, Tubou will invest 5 billion yuan to run on China Road, including product R & D innovation, competition and athlete support, Chinese racing incentive plan, running group operation support, 5km/10km events, etc., to improve Tobe Competition barriers in the field of running.

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