Chinese Brand Power Makes Bermingham Different.

　 China brand Out of the ordinary

Nearly half of the 20 teams in this season's Premier League are monopolized by three brands of Adidas, Nike and UMBRO. The remaining teams are either Kappa or Puma, which has a deep football background, or a large comprehensive sports brand such as Reebok. In these international brand arena, fans suddenly discovered that the "X" sign on Bermingham's chest was so mysterious. A brand from distant China -- " XTEP "Began to enter the eyes of Bermingham fans, Premier League Fans and even world football. At the beginning of the encounter, Bermingham and XTEP were still somewhat unfamiliar. The League 1/3 has passed, and the two sides are getting familiar with it. Bermingham is increasingly beginning to embody the brand concept advocated by XTEP. Until the fourteenth round of the league match, Bermingham was stabbed Chelsea at the home, and fans finally cheered to understand that the mysterious oriental brand has injected new vitality into their favorite team. The Premier League's traditional strong teams have come to understand that tough fighting fish can also turn the huge battleships into full play. The world football arena has come to understand that a sports brand from China has begun to reach the stage of world soccer.

　 Differentiated marketing is another way out.

At the beginning of this year, a football related news in Chinese football anti gambling black storm was not attracting much attention: Chinese brand signed Bermingham, the Premier League player. While domestic brands are far away from Chinese football, XTEP has set eyes on the Premier League in the world. When Bermingham took off the UMBRO jersey for many years and replaced the brand new XTEP Jersey, he also put the honor on XTEP's heart. This is not the first time XTEP has used differentiated marketing methods. At the beginning of its establishment in 2001, XTEP broke the industry's original marketing mode, gave up the super big sports stars endorsement, and chose the way of entertainment and sports to flank the flank battle. According to the fashion appeal of sports apparel, it also joined the fashion elements in the product. Such a new way has benefited XTEP greatly. After the first entertainment marketing method was successfully applied to the mainstream brand of sports clothing, now it is also trying to strengthen its own sports connotation. After signing the Premier League Bermingham, XTEP became the first Chinese brand to stand on top of the world top football league. On the big stage of world athletics sports, under the besieged attack of various international brands, XTEP brings a fashionable dance with a strong oriental flavor, creating a distinctive Bermingham team.