Domestic Sports Brand Should Go Its Own Way

On September 9th, when we saw that the "back force" was popular in Europe and the United States, and again formed a trend, it seemed that people saw the arrival of the local sports brand in spring.

However, another scenario also makes people unhappy. For example, we see people walking on the foot. ADI "," Nike Deliberately trademark When it comes to showing off, for example, when a domestic brand on the store shelves is again imitating international brand names and launching similar styles of new shoes, for example, when Chinese athletes always wear clothes sponsored by foreign enterprises, These scenes actually reflect three obstacles to China's brand going to the world: brand influence and brand culture are not as good as people; brand innovation, brand independent research and development capabilities are not as good as people; brand names are not enough. quality The recognition of brand in professionals is not as good as that of people.

Moreover, the evaluation of Chinese sports brands in the world is also low. A staff member of the Uzbekistan Olympic Committee once said in public: "the sports products that China used to sell to us before were all counterfeit products of some famous international brands. These fake products are highly simulated, so they can sell at high prices in the first place, but the quality of these counterfeits is very poor. Some shoes will be broken in a week.

But it is impossible to solve these obstacles without delay. The formation of a brand, on the one hand, is excellent business management to win the market. On the other hand, it needs the accumulation of corporate culture to accumulate a sense of gravity. By upgrading product quality, expanding product category, providing corresponding after-sales guarantee system with brand, and integrating national culture into brand, we first win the favor of our people and then gradually push it into the international market.

The good sign is that local businesses have come to realize this. For example, in the past NBA China business, local brand publicity is no less than that of foreign brands. Obviously, Lining, PEAK, Anta and other domestic brands, with the improvement of sales volume and strength, already have the strength and capital to challenge foreign brands.

As the upcoming Asian Games in Guangzhou, as the top event in Asia, its high position is destined for high standards of sponsors' choice, not ordinary enterprises can compete successfully. And we see that in the Guangzhou Asian Games' "senior partners", there are both China's leading enterprises and internationally renowned brands, all of which can be regarded as the best in the industry.

Therefore, local enterprises must abandon the so-called shortcut to imitate others and take a road of self growth relying on their own intellectual property system.