Lang Xianping: Jinjiang Shoes Lack The "Inner Element".

2008/11/25 0:00:00 63

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After the lecture, Professor Lang Xianping accepted the media's intensive interview.

In response to the topic of how to break through the footwear industry in Jinjiang, Lang Xianping said that in terms of appearance and quality, Jinjiang brand shoes are no less than any other similar company in the world. However, the lack of "internal elements" makes Jinjiang shoes brand still lagging behind the world's top sports brands in the seemingly vigorous expansion and licensing movement.

The "inner element" here refers to the "spirit of sport" by Lang Xianping.

　　金字塔形的資源結構

Lang Xianping believes that at present, the distribution of brand resources in sports goods industry is very uneven, and the brand itself consists of three parts, that is, "appearance", "quality" and "thought". These three elements are in Pyramid shape, and distribute in sequence from tower to tip.

At present, the competition of the domestic sporting goods industry is still at the bottom of the two levels of competition.

In Lang Xianping's view, the first-line brand in Jinjiang is already very mature in appearance design and quality assurance, which is not different from the top brands in the world.

"We can do Jinjiang's shoes and we can even do better."

Lang Xianping said that this point can be seen from the publicity advertisements of various major brands in the country, and all kinds of sneakers with different avant-garde functions, with fashionable appearance design, have a certain brand temperament.

"A large part of Nike shoes is processed in the factory of Guangdong Yu Garden. There is no difference in the quality between the Yu Garden's own brand shoes and Nike's shoes, but we all know that the difference between the two prices and the attractiveness of consumers is enormous."

Lang Xianping said that Nike relies on an internal element called "sports spirit".

"Wear Nike Adidas shoes, we will have a kind of physical and mental pleasure, feel oneself into sports."

Lang Xianping said that this is the state that many sports brands have not yet reached at present.

　　打廣告是為了灌輸思想

Lang Xianping also analyzed the differences between Nike Adidas advertising and domestic brands.

"Domestic sports brand advertising films, many are promoting products themselves, such as what functions their products have, better than others, and so on."

Lang Xianping said that such publicity is only staying on the promotion level of product awareness.

Lang Xianping believes that at present, the advertising campaign of Jinjiang sports brands has been very strong. In the way of publicity, we can learn from the world top brands such as Nike Adidas, that is, instilling an idea for a long time, so that consumers can form a certain spirit of sportsmanship, and their own brands will cater for this demand.

"Differences in thinking result in brand differences."

In Lang Xianping's view, Jinjiang sporting goods enterprises should make greater efforts on the "spire".