UA products attract especially professional sports players

UA goods features mostly on its professional function. Plank was a athlete too but he was an ordinary player in a football team in the University of Maryland rather than a popular sports star. He said that he was almost the most sweating player in the team and the cotton sports clothes then were difficult to maintain comfortable soaked in sweat which affected the performance of athletes. He made up his mind then to look for a kind of material good in sweat-absorbent and found a sports goods brand good for athletes performance. UA designed the moisture-wicking series of tight and quick-drying sportswear and which was later followed by Nike, Reebok and other companies.
Standing out in a lot of sports brands in America then when channel and other resources were not yet advanced, UA products were chased by especially professional athletes and young person. Nowadays, the UA's market share reaches75% to throw Nike and Adidas back in U.S professional sports apparel market and it reaches 31% in the professional sports goods market including sports shoes to second only to Nike of 36%.
Plank says he will remain the DNA of this brand in China. Plank said that learning through the market research, UA's biggest advantages compared relatively to its competitors is not only the U.S phenomenon but in the entire sporting goods industry. People who would like to improve their performance and win the game are attracted by UA products. The idea UA spread in china is that athletes are not only those persons in the arena and every person can be a athletes.
Large-scale of brand entering into China will face risk since Chinese market is not mature enough now to make professional and subdivided brands develop well. Chinese consumer attitude has not evolved to the stage of being concerned more about product itself. A person in the local sporting goods company tells us that it may develop relying on the powerful channel businessman.
We will not open about one hundred shops in China next year. Plank does not open Chinese market in a hurry. Correspondingly, UA targets person from 12 to 25 years old as its main customers and those persons will be the most vital customers in the society ten years later. How to make consumers think that they need only UA rather than other sports brands when they are going through these stores. We should not open shops blindly if we cannot clarity it.
As the general manager of UA in China, Majin Yao tells us that the sales growth rate is 300% now compared to it was six months ago opened as the first UA shop in Guanghui square. Someone inside UA company tells us that the monthly sales of this shop is about 300,000 Yuan even though it is just a small store having less than 30 square meters area and its sales per square meter is higher than the average figure in this industry.
UA will open three to five shops in Shanghai and Beijing in 2012. Being similar to the first store in choosing its shop address, the early UA stores will be selected in the commercial landmark building in major cities in order to reach more customers directly.