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Global trade
"The Fesi stands today and for doing what it early 1960s he founded years: for free trade in Europe and in the world," says Dassler and stressed that this issue is just as relevant today as it was then, as The example of the anti-dumping measures show. Here the Fesi have always opposed punitive tariffs and knocked repeatedly on their illegitimacy. "If a majority of the markets of the European sporting goods manufacturer located throughout the world, then it must also be free trade in the world to be possible. The sporting goods industry is the industry that "paid worldwide and across all industries, the highest duties and tariffs, underscores Dassler.
Location Advantages Europe
In view of the competitive pressure exerted from Asia to Accepts both European manufacturers had Dassler attention to the location advantages in Europe: "knowledge-intensive industries, good professional and higher education programs, and last but not least a very favorable environment for innovation that is currently being promoted by the European Commission. If we want to concentrate on our strengths, then do not exclude myself, can that be with innovative production methods in medium future sports shoes "Made in Europe" reality, "notes Dassler.
Innovations required
"Who does not produce innovations that disappears into insignificance," warns Dassler. As an example of future innovations he calls produce new processes, textiles and shoes cheaper. These processes would be supported by the EU with appropriate funding. Here Dassler sees "a crucial difference from sporting goods manufacturers and retailers with private label" brands need to invest in research and development. The large buying groups want to help shape their own loud Dassler priced product groups and also benefit from the innovation and marketing efforts of manufacturers. On the other side was accused of sporting goods manufacturers, "that they and their mono-brand stores to sporting goods retail harm". Dassler is also the question of whether the big three sports brands, Adidas, Nike and Puma, which operate in Germany together account for nearly 50 shops endanger, sports retailers really like it'll always claimed. After all, would the two purchasing associations Intersport and Sport 2000 in Germany alone outlets to over 2,400.
Strategic Brand Management
To the current debate about selective distribution relates Dassler clear statement: "Let me make it clear that selective distribution does not automatically exclusive distribution means. As always too many concepts become confused. What I see in our industry is that the brands want their consumer goods in an appropriate for the brand environment: stationary and online "Strategic Brand Management as a holistic and long-term approach including also the control of drug routes.. "That has always been and is nothing new. Differ so that nothing of sporting goods to other high-quality consumer products for which the is commonly practiced for some time, "says Dassler.
Optimal presentation
Give selective distribution systems are available in all sectors, aimed at those brands out the place of heavy investment (research, development and marketing) created brand values with a corresponding qualitative positioning in the market. Spoken from Adidas view Dassler had received positive feedback from many dealers to the new e-commerce directives. "Like us, the retailers are interested in an optimal presentation of our brands, the new guidelines at this bear," notes the Fesi president.
Not demonize
Dassler insisted that retailers and manufacturers would have the active consumer behavior into account. "Instead of demonizing the impact of the Internet and to proclaim the good old days' try, for example, manufacturers in its mono-brand stores to meet the new communication and information needs of the predominantly young audience," says Dassler. "The coming years will bring for trade certainly more changes than we can imagine today. These changes are "dictated by the consumer, is convinced Dassler. "Why should it not therefore succeed in the sports trade, creating what other industries - ordering goods over the Internet and pick the products to the retailer," he asks. eBay do it just before the sports industry by the Internet company hires local businesses to make a personal contact with customers.
New strategic alliances
Dassler believes that manufacturers could not afford not to be represented online. "The big brands in the sporting goods industry using the Internet for communication with consumers, but also to sell their products," he says. E-commerce opens up many sales opportunities in markets where other channels are not or not sufficiently developed. "Maybe we need to continue to think about other strategic alliances with different sectors, as ever, the concentration processes to be discussed in the sporting goods industry," predicts Dassler.To pass today may Dassler loud enough to focus on the German market is not enough. Manufacturers who follow nich at least a European strategy could not grow in the saturated market. Bundling of brands under one roof, like many ski manufacturers, secure jobs in Germany and in Europe.
"I see the processes of concentration on the German sports market is not as extreme as they are sometimes sketched. The markets are characterized by strong dynamics, and this includes corporate sales and acquisitions, "says Dassler. Comparative advantages would pay off only if they are also perceived by consumers and considered advantageous over competitive offerings.
Enthusiasm for sports
When it comes to sports and health Dassler sees the need to address those populations that are active today or not athletic enough. These were not only young people, but also many young professionals, young families and senior citizens. "How can we address these different target groups better and enthusiasm for the sport, it will be a major task for the future," says Dassler.In markets with a higher proportion of physical activity even higher average spending on sporting goods has been made. On the other hand, however, these markets are thus saturated earlier. Dassler is of the opinion that the sporting goods industry upsets me when people due to the overall economic situation is not financially well off, and if your country put in serious problems. With all commercial interest Dassler also stressed the desire to attract more people to sport and exercise, because this is good for individuals and for the whole of society.Finally Dassler is always on the much-debated weather to speak. The sports industry should try to create products and services that enable active sport regardless of the weather. Dassler According to the industry could do much more than look with trepidation at the weather forecast on the news.? 7
( German source spomo.de )
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