Lining: The Construction Of Sports Brand Must Walk On Two Legs.

Background

March into the international market

Lining, a domestic sports brand, has announced the "brand remodeling plan" for a month. In Kunming, Lining stores have also begun to replace the "LOGO", called "Lining cross action". LOGO As a new symbol of the Lining brand, the original slogan "everything is possible" is also replaced by the more international "Make The Change". "To match the expansion of the global market," this is the official response of the Lining brand to the bid.

Li Ning Co said that after the brand was rebuilt, Lining brand will be launched in the first tier cities and compete with Nike and other international brands.

Timing

National brand strength

There is a lot of controversy over the bid change, but it can not be avoided that Lining has been developing rapidly in recent years, especially in the market. Occupancy rate Marked improvement.

In addition to data support, there is also a marked change in consumer awareness of domestic brands in the market. The industry believes that national brands are the best time to open up overseas markets.

Offense

Breaking the low price bureau

It is reported that in the fourth quarter of this year, the average unit price of Lining products footwear Up 7%, clothing rose more than 10%. This is the change brought about by Li Ning Co's conscious increase in the proportion of the structure of medium and high priced products.

Crisis

Four sides ambush encirclement and suppression

The "sandwich layer" is a unified view of the market positioning of "Lining" in the industry. In the market, the "mixed blood" KAPPA's coming back to the top is most concerned, it can be said to be crazy and soaring and aggressive. In 2009, China's sales exceeded 4 billion yuan. In recent years, PUMA has also penetrated into the domestic market.

And Anta, 361 degrees and other national brand positioning is very clear, from the price point, it is also cheaper than "Lining", which is "Lining" to stabilize the existing two or three line market is quite unfavorable.

Predicament

Market development is more difficult.

In the promotion of brands, "Lining" has not only gained the endorsement rights of very few sports stars, but has seen more international promotion.

Anta, XTEP, PEAK and other companies listed on the market, with the help of capital market forces, they have accelerated the pace of opening stores in the two or three tier cities. And the promotion of Anta and other brands is indeed greater than "Lining". In some markets, the sales of other domestic brands are not worse than that of "Lining" because of the strong sales promotion.

In addition to changing the label, "Lining" another move is in the new advertising high-profile "you do not understand the post-90s". The intention is very obvious. Apart from brand strategy extending to the international market, the younger consumer groups are also interested in it. For this reason, the reporter made a simple street visit to nearly 50 consumers in Kunming after 80 and 90, and found that the younger generation has already left the stage of "hungry consumption". In order to buy the favorite brand, some respondents even expressed willingness to pay in installments. For the major sporting goods brands, they said, "as long as within their own capacity, Nike, Adidas and other international brands are still the first choice." Of the nearly 50 respondents, only 5 were willing to buy domestic brands in the first place.

International brand "chat up" Kunming tide shop

The name "#88" can be seen in Kunming's skateboarding circles, rap circles and hip-hop circles. One of the bosses is a typical post-80 generation born in 1985. People in the circle call him Xiaotao. After high school exposure to rap and skateboards, these trends were fascinated. In 2007, the first store of #88 opened in Longxiang street, and its common hobby made the shop a center of Kunming's "tide" culture.

The brand of "#88" co created by Xiao Tao and friends has become more and more popular in circles. Even international brands such as Adidas, Nike and so on have been looking for it. Speaking of this, Xiao Tao could hardly conceal his pride.

"The shoes sold in the stores are all limited by these international brands. If you want to buy limited quality products in Kunming, you must be right in the store. Because they are limited, these sneakers and brands are completely different in stores and franchised stores, that is to say, access is not the same. I will go to Nike to open an order meeting with channel dealers such as World Expo, dragon Expo and so on, but in different rooms, we only order products with limited brands. He told reporters that Nike and other brands in addition to doing regional marketing, began to find the most suitable for carrying the development of their own brand culture base, "Chao Dian" is the best choice.

In October 2009, the "#88" new store, which invested 1 million 200 thousand yuan, opened in Shuncheng Wangfujing, Kunming. Kunming's "Chaozhou" people will come to the store to find the most suitable single product. In order to achieve a win-win situation, Adidas, Nike and other brands have reached an agreement with "#88" to support and sponsor Xiaotao to organize some skateboarding and street basketball activities in Kunming.

Sports brand construction should be "walking on two legs".

Talking about the concept of brand, Xiao Tao also has his own views. "First speaking of domestic brands, in recent years," Lining "has done a good job, from sales volume can be seen, but this is only in the traditional product sales channel, to strive for a more personalized consumer awareness of the" post-90s ", the gap between domestic brands and international brands is still very large. When contacted with Nike and other brands, they will find that they are paying more and more attention to the concept of product culture, and a good sales promotion for one leg and cultural promotion of one leg, especially the latter has opened up a more long-term survival space for the brand.

"Lining" brand culture promotion, Xiaotao finds that using Chinese elements is not a road. "Mysterious oriental powers, symmetrical Royal patterns, magnificent palaces have attracted more and more external vision. "Lining" as a sports brand out of the mysterious country, the use of its own unique elements may be more recognized and respected by others. Several products have been launched before, such as NBA star Damon Jones, who chose "flying armor" as his war boots, inspired by the armor of warriors in the Warring States period, bronze patterns and lacquer skin. Leo Burnett's TV ads "ink and wash" and so on for "flying a" basketball shoes have been well received in the circle.

Stratagem

"After 90" strategy "Lining" can not only rise in price.

Why do we need to buy "Lining" after 90? Maybe this is a problem that Lining urgently needs to solve and answer.

In the interview, insiders said, "aiming at the post-90s", "Lining" must stand on a brand with Nike and KAPPA in a team, and there is still a significant difference from them. "Selling price is still Lining," he said. "If there is no change with the original product design and idea, there is no reason to persuade himself to choose this product." Many respondents said that if Lining wanted to catch the young consumer groups, he had to combine the quality with the international standards, but with a unique personality.

Why does KAPPA always have a place in the fierce competition of international brands? Answering this question may solve the dilemma of "Lining". Nike and Adidas are known for their "professional sports". Their styles are generally spacious and their colors are relatively dim. However, KAPPA stands on their opposite side, deliberately designing products as "tight", "sexy" and "colorful", creating a new category of "fashion movement".

Kunming's major department stores sports goods monopoly area, PUMA and KAPPA will always be next to Nike and Adidas, Anta, 361 degrees and other brands are always in a relatively closed position.

A shopping mall responsible person revealed that in the department store industry, the mall side will also wear "colored glasses" to do things. "KAPPA's brilliance is in the image and Nike stand together, this point has great psychological implications for consumers."