Facing The Bottleneck Of Homogenization &Nbsp; Sports Shoes Enterprises Are Changing Their Street Fashion In A High-Profile Fashion.

November 02 news, a number of comprehensive sports goods companies high-profile transformation -

　　 Street fashion into sports products industry another division?

Last week, it was announced by Ali ad, who is known for his comprehensive professional sports, that this season's new products will be moved from professional sports to professional sports. fashion The march of the tide announced that it was Ali. brand Construction entered a new era. At the same time, Voight, another professional basketball player in the province, has just started the "China's street ball tour national audition". This also means that Voight, who has been positioning professional basketball equipment, will turn into a basketball player of street fashion.

Over the past two years, a number of Quanzhou sports brands, such as Qi anda and Starling, have been featured in street sports. market Is it a consideration of the positioning of characteristics or a marketing strategy based on emerging culture?

The industry believes that in the homogenization of the serious market, only the innovation of differentiated brand positioning can be impressed in the minds of consumers. Judging from the current sporting goods market in China, there is no real leading brand of street fashion representatives. This is also an important factor for many brands to view the market as a new blue ocean.

　　 Transformation "tide"

Dozens of sticks are made up to make shoes rack, rough rope is used to hang clothes, and the colourful graffiti is the background. This is the first appearance of the fashion trend card.

It is reported that in the 4 days of the 2011 Q1 product order meeting, Ali showed the agents a new product line including the new gadgets, the product design was bold, and the style of the latest trend in Japan and South Korea was refreshing.

In fact, Ali is not the first to eat crab brand. As early as two years ago, the Starling shoes industry put forward the position of "shoes and shoes family", and the brand of the brand moved directly to the "street style movement". The street sports group has gradually become one of the key markets of Quanzhou sports brand. They have strengthened their brand's interpretation of the trend from the product line.

Before that, starlings joined hands with SIOR clothing design company of South Korea, and began to extend fashion clothing and accessories and other products, and gradually entered into shoes and clothing business, so that young people in pursuit of fashion no longer paid attention to the distinction between sports and leisure, but paid more attention to the feelings of personality and fashion. Nowadays, the starlings of the starlings are the partner products of the starlings' shoes, which not only continues the brand style, but also meets the new trend of young people.

Not only for purely conceptual innovation, the reporter learned from Bu Zhi BA (China) Limited that the company established the "China street culture research center", which is the first case in China. At present, in Zhongshan, Guangdong, the new street furniture design center and the popular trend research center are also being set up.

Guo Hanyao, chief planner of Jiuzhou, thinks that for the Quanzhou sports brand, street sports itself is a fashionable and fashionable sport. Therefore, the product series of street sports naturally become an indispensable part of the fashion sports brand, and for the growing small and medium-sized sports brands, it is another channel for fashion sports segmentation and penetration -- street fashion. {page_break}

　 New market space

In today's metropolis of China, bicycles, skateboards, roller skating, scooters, street basketball, street football, hip hop and other foreign street sports are being accepted by a new generation of young people. This form of movement is popular among some young people. Correspondingly, with the rising trend of street culture in China, domestic sporting goods players have extended their tentacles to this field.

Reporters learned from the market that NIKE, ADIDAS and so on have increased their trend brand NIKE360 and ADIDAS Y3 promotion, and the proportion of product lines with street style is increasing. In the promotion of activities, the sponsorship of street sports is also keen on Quanzhou brand. Earlier, del Hui invited the American street style Harlem Yu basketball team as spokesperson. The entertainment basketball activity held at 361 degrees was street style, and Anta and XTEP also sponsored extreme sports.

It has been revealed that Chen Yongpei, a helm at the helm, has gone to Japan and South Korea to investigate the brand transformation. He said that the new culture brings fashion, which will spawn a new sports market. Next, Chen Yongpei will further organize the team of the group to conduct in-depth penetration research in the streets of the United States, Japan and South Korea.

"Culture breeds the market, we should seize the new cultural phenomenon to bring up a broader market of fashion." Lin Qinghong, general manager of pace, said with emotion, "the post Olympic era is coming. The gap between the domestic sports brand front line and the two or three line camp has been widening. The brand hegemony in Quanzhou, Anta and other professional sports fields can not be shaken, and the fashion sports and leisure sports areas are crowded with numerous brands. We hope to find new market breakthroughs under the close competition of homogenized and competitive rivals."

　　 Where is the root?

Jinjiang, as the capital of sports brand in China, has gathered more than 80% of sports brands in China. However, the phenomenon of homogenization is also a problem that many sports brands can not avoid. The phenomenon of homogenization of product and brand positioning is not only a bottleneck for the development of enterprises, but also a major obstacle to the development of the industry. "Getting out of its own characteristics" has become the common voice of many brands. These developing brands began to think about how to go out of their own path of differentiated development and take the lead in trying to seek innovation in brand positioning. So, a group of concepts such as Street players, tide playing family and fashion tide cards also appeared in the market.

Guo Hanyao said that Quanzhou shoe enterprises choose to locate the street sports field, which is a good reference for many sports brands in Quanzhou to seek the breakthrough of differentiated marketing. Although this enterprise enters a new market, it will face many challenges and tests from product design to marketing promotion, but it will find a new blue ocean market for itself in the industry of homogenization and competition.

　　 But is the root of street fashion still in motion? This requires a comprehensive and comprehensive positioning of enterprises.

Lin Qinghong said frankly that he had been doing street fashion for two years, but now he has not yet fully understood the ultimate goal of brand positioning. He is aiming at street fashion, but after all, whether he should abandon sports cap and let him take a dilemma or not. To a certain extent, sport is a fashion life, but the fashion based on street culture emphasizes individuality. It can not take account of some products of comprehensive sports. Leaving sport is a street fashion clothing brand. What is the trend of street fashion?

For Voight's advantage based on professional basketball, brand positioning tends to be a "street basketball player" approach. Cai Jinhui, chairman of Voight (China) Limited, does not think it is contradictory.

"In the traditional impression, street basketball playing is just like pattern, but it doesn't look good. Actually street basketball and fancy basketball are two completely different concepts. Street basketball juggling dribbling, imaginative pass and dunk, with strong Hip-Hop music integration, style, freedom and creativity, at the same time, also need strong arm strength, waist force, jumping ability, perfect movement coordination, these are professional basketball players must have the quality, professional basketball skills in street basketball can be the best display and use, this will become Voight from professional sports infiltration into fashion movement another way.