3 Ways Foreign Footwear Companies Can Penetrate The US Market
The list of great talent in the NBA that are all signed to Chinese companies keeps on growing and growing every single year. The reason being is that a lot of young athletes have an ability to shine when they are signed to companies in other countries athletes like D’Angelo Russell jimmy butler and Andrew Wiggins are some of the few young athletes who are still playing today That are signed to some of these companies. However for many Americans consumers it is very hard to get their hands on these shoes because they are not sold in the usual sneaker department stores that we regular. Many wonder why this issue exist? and one answer is It’s not that Chinese companies do not want to sell to American consumers. I believe the answer is how do we sell to the American consumer that Chinese companies have not mastered yet and maybe American retailers have not given it enough thought. So I’ll be listing a few of the different ways that I believe that Chinese companies can either sell to the American consumer or in ways that Chinese companies in American sneaker retailers can find a way to market these performance shoes in a better manner.
In the past Chinese brands have tried to sell their sneakers inside these department stores but they were not able to sell as well as the competing well known brands cause there to be constant slashing of prices. Just because these shoes didn’t sell out in all finish lines and champs sports everywhere doesn’t mean there aren’t people/ kids who are wanting to get their own pair of way of wades.
Buy online placement for promotion
The problem is not that Chinese companies do not have enough inventory to sell to American consumers it’s just that it is very hard for Americans consumers to find a way to get their hands on a pair of the shoes. So if American consumers decide to allow Chinese companies to have online real estate through some form of contractual agree that allows these foreign companies to host their products on day footlockers website making it easier for the forieign companies to ship the product direct to consumer through an order on footlockers site. This form of service exist currently for some Chinese brand shoes through Amazon. But with athe addition this could one help the reach these brands have here in the states it also would help the athletes themselves because more of their fans state side would be able to wear their shoes to games and even in their school games which might be just the start for real competition with brands that are being worn in the states and head start a higher demand leading to foreign brands being able to be sold in physical stores.
Ad Campaigns in the US
I know that a lot of these companies do not have the greatest popularity with some of the younger buyers who are the main customer base for performance basketball shoes. But there are ways that these brands could show their personality to these consumers by using their athletes using creative ways to attract customers with things like humor,inspirational messages using these athletes stories to relate to the American consumer: Jimmy Butler,showing what it’s like in another customer market by also promotions the ads they have already in the media overseas.
Instore Signage
To make consumers want something they must first see it and what better place to put it in their face other than in store windows or walls? This approach gives Chinese brands the ability for consumers to see some of the biggest athletes in the NBA wearing shoes that they aren’t accustomed to that they should buy just by going online. Companies could even go so for to put up kiosk in store that buyers can order their shoes right online if they were to have adopted the e-commerce approach I spoke of earlier.
If you have any other approaches let me know in the comments.
