Where Is The Confrontation And Way Out For Nearly Two Or Three Brands Of Olympic Shoe Brands?

With the arrival of the 08 Olympic Games, the brands of each echelon will invest a lot of manpower, material resources and financial resources to seize the opportunity and gamble the Olympic Games.

However, looking at the history of Olympic marketing and the breakthrough of the Olympic Games, the effect is not so obvious, except for the Olympic co operative made up of the three tier structure.

After all, the Olympic arena has always been a commercial battleground for capital generation.

Whenever the world cup and Olympic Games are held, sports brands at home and abroad will set off a new round of sports marketing campaign.

In order to compete for the market, they have invested a lot of manpower, material and financial resources to gamble on the Olympic Games.

However, apart from consolidating the first-line brand, this single point breakthrough is similar to that of Anta's star + CCTV tactics. For the two or three line brand, the effect of the latter is not obvious, and at the same time, they lose themselves in the imitation of the trend.

Scanning of brand market structure of one and two or three line sports

For the brand market structure, there is a consensus in the clothing industry: the annual sales volume is 5 billion to 10 billion yuan, that is, the international advanced brands, such as Adidas and Nike; the annual sales volume is more than 1 billion yuan, which is the first class brand in China; the next 500 million yuan and 200 million yuan each are a threshold, separating the first, second and third tier brands, and the last one is not yet on scale.

Similarly, the primary market refers to the one or two tier cities, namely, Shanghai, Beijing and other large cities as the primary market. The provincial capitals and special economic zones of other provinces are the two level market, while the three tier cities are prefecture level cities.

Now the one or two tier market is basically the international brand and Lining occupation.

The domestic strong brands occupy second levels of position, while Lining and Anta are followers for international brands, but they are leaders in comparison with domestic brands.

At present, for the whole Quanzhou Jinjiang region, the vast majority of sports brands are ranked in the two or three tier market.

Two, two or three line sports brand market competition means

High altitude confrontation

The change of Chinese fashion brand is not from design but from brand. At the end of twentieth Century, Anta followed the famous international sports brand NIKE and ADIDAS's famous celebrity strategy as a breakthrough to stimulate the actual purchase of consumers.

Therefore, Anta signed a young, energetic and energetic world champion Kong Linghui, becoming the spokesman of Jinjiang's first sports brand.

When Kong Linghui's youthful and healthy image appeared on the screen, he immediately captured the hearts of consumers of different classes, and made the brand affinity and popularity of Anta sports shoes get unprecedented improvement in a short time. Especially in Kong Linghui's hometown Harbin, Anta quickly climbed to the first place in the sales rankings of the major shopping malls.

Only in this way, Anta's market share rapidly climbed to 13.4% in that year, and Anta also included the first "China famous trademark" of Chinese sports shoes.

A good example has attracted the attention of other enterprises in Jinjiang.

This "star + advertising" brand movement immediately swept through the entire Quanzhou Jinjiang area, from 2000 to 2003 more than two years, after Anta, 360 degrees, XTEP, hi dragon, Philharmonic, Naho, golden apple, precious birds and so on more than 30 Jinjiang shoes brand in CCTV-1 and CCTV-5 constantly appear, and CCTV-5 is also the industry's humor for Jinjiang channel.

According to statistics later, after the Anta, the CCTV-5 brand appeared on the Jinjiang brand with a geometric leap forward. There were 16 in 2000, 33 in 2001, 36 in 2002, and 44 in 2003, and the total cost of broadcasting and broadcasting in CCTV each year was over two hundred million yuan.