China Sport Product Market Analysis
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Since in China the economy expanded immensely and the urban people start to accept Western world dress style. The Chinese young people’s fashion styles are most trends to North American. Accordingly, the volume of trade between foreign countries and China is increasing rapidly. In order to enter China market, the Marketing strategy should be considered, and some adaptations and developments are necessary.
Marketing strategy
Join a partnership with local company is the optimal method for Roots to operating business in Chinese market. Especially, the Chinese business has very strong relationship between retailers and wholesalers, this factor has the highest flight for a new firm successful in China. The local partners could manage lots of marketing functions such as supervise inventory and transported distribution. The product development and promotional management could manage by Roots and local partners coordinated. Furthermore, the price policy management will be a coordination of both two parties to ensure that the price is affordable and rivalrous.
Product adaptations
Style
Same to Canada, Chinese youngling prefer sportswear much better, the leather bag and wallet also very popular in China.
Labeling
Since the main China use Mandarin, the following information should print both English and Mandarin on the products.
Brand name
Percentage of cotton
The bilanguage is not only for easy understanding the feature of products but also indicated that is made by foreign manufacturer. The foreign language appearance usually associated with high quality product in Chinese consumers’ behaviors.
Footwear dimension
Because of China use different dimension compare to Canada (Chinese use the metric system), the footwear dimension should transfer to Chinese standard. (see exhibit x)
Price
Price is the most important element for entering a new market. Since the income per capita for China is only $960 US dollar per year in 2004 . However, the urban average income is approximately $3000 US dollar per year. Therefore, setting an affordable price will help Roots directly achieve the benefit. A low price for a new product could attract a large number of buyers and gaining considerable market share. With a view to the current market, the average price should not exceed RMB 250 yuan (about 42 Canadian dollars).
Promotion
Because the target segment is young urban people, advertising in newspaper, fashion magazines and internet could directly touch Roots’ main