Xin Brun Is Ambitious To Claim To Become China'S First Running Brand.

New Balance, a leading global sporting footwear and sportswear company, announced today that it has a strategic development plan to open up the mainland market. By 2012, New Balance will become China's largest running brand, and China will also become the second largest brand in the world.

Rob DeMartini, the new CEO of New Balance, came to Shanghai for the first time after he took office and attended the press conference of New Balance on China's new business plan.

At the meeting, he personally announced to all circles and outlined the development plan of New Balance in the next 5 years.

Mr. DeMartini said: China has always been a very critical market for New Balance. New Balance already has a solid foundation in China. In the next five years, China will play an important role in New Balance's global business doubling goal.

At the meeting, he also announced the four goals that New Balance had to accomplish before 2012. They are: the global sales of New Balance will double, and the Chinese market will become the second largest market of New Balance, becoming the first running brand in China, and 1000 successful concept stores in China.

To enhance business growth, New Balance will focus its efforts on four global strategies, DeMartini said.

First of all, through a large increase in marketing investment to build emotional ties with the consumer of sports products.

In 2008, we are now developing a marketing platform to build a good relationship with young consumers aged 16-29.

Second, we will accelerate innovation and R & D of technology.

Once again, we will build up our brand through in-depth understanding of consumers, which will provide greater support for our retailers. This strategy will strengthen our whole running product business and consolidate our other core products business.

Finally, we will make continuous efforts to make New Balance a global top brand, and achieve greater market share in the international target market including China.

Darren Tucker, Asia Pacific manager of New Balance, told reporters: our long-term plan in China includes increasing the concept store of New Balance to more than three times.

New Balance will also build and enhance communication with young consumers aged 16-29, through a series of innovative and strategic marketing strategies.

We will introduce a new concept of store design in 2008 to give customers a positive and enjoyable shopping experience.

At the same time, New Balance is committed to supporting grassroots sports and amateur sports.

In the 2008 Beijing Olympic Games, New Balance will continue to serve as an official sponsor of the modern five all-round sport and work together with the Olympic Games.

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