Shishi Sports Leisure Clothing Enterprises: Positioning And Persistence

A brand is lonely, the two brands are harmonious, N brands are tragedies. Nowadays, the phenomenon that N brands compete in the same field is so common that many enterprises themselves do not know how to locate themselves. "In fact, some enterprises are also very embarrassed, and it is hard to have a good idea. As a result, looking at the market, their positioning is actually" Shanzhai ".

Fei Lin (China) Co., Ltd. is responsible for the planning of the manager Lin said that the enterprise positioning itself is like building a website, it is hard to think of a good name, the result of Baidu, the same, similar, cottage website hundreds of thousands.

Nevertheless, in the increasingly fierce competition of homogenization,

"It is becoming more and more difficult to locate accurately now."

For example, sporting director, sporting director, a sporting goods manufacturer in Beijing, has made an accurate positioning of the brand in the sporting goods world, the trend of kappa in the mainland.

When Nike and Adidas occupy the traditional sporting goods market and Anta led the "Jinjiang Department" coming back to the top, kappa is consistently consistent, persisting in the fashion movement, and throwing away the marketing model of the existing "sports star endorser + CCTV advertising". "We can say that kappa China's positioning and marketing is second to none in China."

In addition to kappa, XTEP, one of the "Jinjiang Department" lines, is almost the same as kappa. Similarly, when Anta, 361 degree or PEAK play sports stars, XTEP plays "entertainment marketing" and insists on 10 years, although XTEP now relies on sponsorship of Bermingham to enter the pure competitive sports field, but the entertainment quality does not change.

　　 “對(duì)于石獅很多鞋服企業(yè)而言，在定位方面最大的缺點(diǎn)就是沒(méi)有堅(jiān)持。”業(yè)內(nèi)人士方先生介紹，真正做大做強(qiáng)的企業(yè)很少三四年就換一個(gè)定位，但在石獅換定位就很普遍。一方面，是企業(yè)在發(fā)展過(guò)程中遇到困難，希望通過(guò)所謂的“升級(jí)”來(lái)轉(zhuǎn)變更適合市場(chǎng)的定位;另一方面則是跟著潮流走，見(jiàn)誰(shuí)的銷(xiāo)量好、市場(chǎng)影響力大，就拷貝誰(shuí)的定位，而這樣做的大多數(shù)結(jié)果是“四不像”。“石獅鞋服企業(yè)一定要找到適合自己的精確定位，一旦確定不要輕易動(dòng)搖。”方先生認(rèn)為，找定位、做品牌，貴在堅(jiān)持，“在市場(chǎng)競(jìng)爭(zhēng)日趨激烈、可食的市場(chǎng)蛋糕分量越來(lái)越少時(shí)，沒(méi)有多少機(jī)會(huì)給石獅企業(yè)不停地改變定位。”在方先生眼中，威蘭西女褲、凱勝以及卡賓等石獅品牌找到了自己的精確定位。