Sports Shoes And Clothing Enterprises Have Picked Up The "Street Culture" Style.

December 24th hearing this year,

Market segmentation trend

In the post Olympic era, the gap between the domestic sports brand front line camp and the two or three line camp has been widening. The shoe enterprises will inevitably split into two camps of brand management enterprises and focused production enterprises.

For many small and medium-sized enterprises, they either focus on production or become a big brand processing factory, or seek development in the niche market of the characteristic field.

In the field of professional sports, Anta, 361 degree, PEAK and other brands have been cultivated for many years and have made great achievements. In the field of fashion sports and leisure sports, many followers have already been crowded. In these mature fields, the cost of expansion is higher and higher, and excellent sports resources have been basically broken down.

If shoe companies want to break through in a highly competitive market, they will need to find another way to find new breakthroughs in the market so as to win more new survival and development opportunities.

On the other hand, street sports are being sought after by a large number of young people. The market potential is huge in the future. The most important thing is that there is no leading brand in street sports market at present. Shoes enterprises can enter lower cost and occupy certain congenital advantages.

Although shoe companies enter a new market, they are faced with challenges and challenges from product design to marketing and so on, but at least in the same way.

New representative brand of street culture movement

Starlings

"Starling" is one of the early promotion of board shoe products.

As early as 90s, the starlings began to close their products to the tide playing style, and in 2007, they played the slogan of "family of shoes and shoes", and took the lead in establishing a position in the market of fashion shoes.

At present, the starlings have also launched sports cowboys, integrated into street elements, selected cowboy fabrics, adopted fashion and unique design that accords with the psychology of tide playing family.

In addition, coupled with the early promotion of beach shoes, at present, starlings have formed a product system of shoes and accessories and accessories, fully meet the consumption demand of the tide playing family.

The starlings, who have been paying attention to the trend trend of young people, integrate the fashion elements with unique design concepts and create the "tide playing equipment" that modern teenagers love.

In the products of the starlings, Japan and Korea are fully empowered. Their leading products, such as board shoes, beach shoes and sports cowboys, are popular among teenagers.

By sponsoring extreme sports competitions and working together with "happy girl", it is an important way for the starlings to expand their brand influence. It also promotes brand promotion by combining fashion magazines and Internet media (Youku, PPS).

Starlings and Hunan satellite TV's "happy girl" program have become the "2009 Happy Women's network strategic partners". Through the popularity and popularity of talent shows and the strong appeal of fast women, starlings have been concerned by netizens all over the country, and have won a large number of trends.

Because the audience of "happy girl" is highly compatible with the target customers of the Starling brand, the strong combination of "happy girl" has greatly enhanced the popularity of the brand.

Bu Zhi Ba

Step by step launched the "street style movement" to promote the trend of youth fashion in China, and set up the "China street culture research center", which is the first case in China.

New street furniture design center and popular trend research center are under construction.

In terms of product development, step by street takes the distinct street culture as the core, integrates the essence of street sports and fashion movement, and combines market demand with the three concepts of street style, fashion style and sports style to meet the needs of different markets and consumers.

In the aspect of brand promotion, step by step first, through the propaganda and packaging of street culture, the platform forms a platform for public cognition, laying a solid market foundation for the landing of street style sports.

The main promotion means is to rely on the mainstream media and fashion media to disseminated the concept of street style. At the same time, we combine marketing experts, entertainment stars, magazines and national prefix popular associations to form a street culture research center, fully integrating street culture into the product concept and spiritual appeal, which is also a concept preemption stage.

The second stage is the market occupation stage, also is the brand landing stage.

Until March 2010, the company will display the brand connotation through several aspects: first, introduce the spokesperson who matches the brand image and seize the resources of entertainment events, including parkour, skateboard and band trials.

At present, the company has built two street style shop in Chengdu and Wuhan, showing a more free and more confident young life attitude through the domestic advanced display style.

(3) through the print advertisement and the real show, the clothing culture of the street style can be fully displayed. The theme of the concept advertising film will also be full of "street culture".

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After introducing the concept of street style, the number of franchisees increased by 80% from 6 to July. The market performance in the third quarter has increased considerably compared with the same period last year.

Following the completion of the model store in Wuhan and Chengdu, the company will continue to build 20 model stores in the whole country. In September, the first batch of model stores has been completed. In September, 100 to 150 shopping malls (two or three tier shopping centers in the first tier cities and second tier shopping malls in second tier cities) were launched nationwide to ensure that sales doubled over the past year.

Voight

Voight, who always plays basketball, has launched the street basketball series, which is not only based on the segmentation of sports market, but also caters to the popular trend of "Street Sports".

Voight broke the boundaries of traditional professional sports. First of all, he innovated conceptually, giving consumers visual impact and psychological impact with distinct themes, and extending the brand connotation to make up for the market gap. This is an important way to achieve brand differentiation operation.

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Famous street sports brands abroad

New York Yankee - English name NewYorkYankees, English abbreviation NYY.

The New York Yankees are one of the baseball teams under the League of America. The team has a history of more than eight years and enjoys a high reputation in the major league baseball.

Countless New York Yankees worshipers wearing NY marked clothing, the hottest baseball caps, Polo shirts and Tee shirts have become the symbol of street culture.

Stussy - in 1980, Stussy, who loved surfing, printed his own graffiti signature on the surfboard.

Later, STUSSY began to print the surfboard graffiti on the Tee shirt and start selling.

Clothing production gradually expanded, SHAWNSTUSSY opened a company selling surfing clothing and supplies, and launched the "STUSSY" brand.

In 1985, STUSSY began to enter the fashion market, and soon achieved success. He added skateboard, work clothes and old school uniform design to STUSSY's clothing design, forming another kind of street clothing which was different from the original style, and laid an important position in the field of street clothing.

Today, Stussy has more than 60 stores worldwide.

FUBU -- in 1992, a designer named DaymondJohn made and sold his favorite hat and T-shirt with his friends.

And the birth of FUBU.

At present, the sales outlets of FUBU products have been spread all over the world in more than 60 countries and become a global brand.

Ecko - from 1972, the image of the red Han rhinoceros became a classic. This is also a street sport brand with a high reputation in the Chinese market.