You Bird Convene 2011 Spring Summer New Product Conference

Yesterday, the ninth generation terminal simulation shop officially appeared in the 2011 spring and summer new product conference.

It is reported that, from the two aspects of borrowing the terminal image and product series, the great bird will extend the brand connotation of "sports happiness" as an important means to achieve brand differentiation operation, and promote more than 600 new products in spring and summer.

It is understood that the new product will be "Happy Sports" brand strategy for product design concept, the theme of the city will be subdivided product direction, focusing on showing the sports atmosphere of happiness.

In terms of clothing, it is divided into two major sections: life and sports. There are 6 major series: City, life,

"Under the trend of" sports fashion ",

From the perspective of sportsmanship, shoes are divided into basic entry, light and comfortable, unique craft comfort, and create happy equipment for the metropolitan, business travelers and the public.

According to Chen Zongrong, director of the shoe research and development center, the order will also focus on the design of "smart and light" and "super glue and comfortable" design products. "We creatively introduced the balanced training shoes. The principle is to use the special balance air bag design on the front feet and heel parts of the shoes, creating a natural imbalance for each step of our walk, so that the hip muscles can be adjusted to adapt to this sense of imbalance, so as to achieve the" special exercise experience of portable fitness ".

"Nesting" action starts

Appearance of the ninth generation terminal

At the beginning of this year, you put forward the latest concept of "sports happiness" brand, hoping to win the concept of "sports happiness" in a novel and creative way.

How to make consumers better experience the lifestyle advocated by the brand, and build the connotation of the brand with the construction of terminal channel? For this reason, the "ninth generation simulation shop" is proposed.

The new image of the terminal will give people a good brand image and a sense of hierarchy, and a white, gray and color matching wooden door color system, which will visually reflect the style and texture of the sales products.

According to Ke Xin, director of the retail support center of the great bird bird shop, the "simulation shop" aims to break the boundaries of traditional sports brands. First, the concept of innovation is extraordinary. With a clear theme, the concept of natural bird nest is introduced to consumers by visual impact and psychological impact. Combined with the elements of their texture and bamboo and wood, the brand connotation is extended through the combination of Chinese culture and "sports happiness" brand concept, which is an important means to achieve brand differentiation operation.

According to the organizers, the "ninth generation simulation shop" scheme of the "bird and bird terminal" image was also finalized at the order meeting, and entered the market promotion stage in October 2010. Meanwhile, the nesting action was mature and planned to open more than 20 regulations in the first tier market in 2011.

Ke Xin also carefully analyzed the three sub divisions of "simulation shop", that is, flagship store, which was designed and developed independently, and the image shop built the main selling shop for the one or two tier city market. The image store mainly targeted at the three or four level market.