Xi Long Lung Keenly Grasps The Opportunity, Force 2011.

2008

But this also makes the concentration of industries intensified. The expansion demand of large enterprises makes the two or three tier market become crowded, and the growth space of growth brands is further compressed.

This is mainly manifested in the large enterprises using their abundant capital to set up monopolistic barriers at various levels, such as channels and marketing resources, which undoubtedly hold the seven inch of the brand value chain of growth enterprises.

First of all, those who bear pressure are naturally those whose business performance is good, potential is great, and development needs are more urgent.

It is not a blessing for them to face such a "iron wall".

However, there was no way out, but there was a new village. In January 8, 2011, Nasq:EDS, a representative of China's growing brand, held a seemingly ordinary order meeting in Fujian. But Lin Shui, chairman of the board of directors of Xi De long, made an amazing speech at the meeting, breaking the strategy of breaking out its brand, which is most likely to lead to the whole body and become the fuse for further fission of the sports apparel industry in 2011.

Brewing new development space for sportswear

It is understood that the strategy announced by Lin Shui pan can be regarded as a big move to open the door. It is summed up as follows: the innovation of the "Life Movement" category has made the sportswear world change three points into four points pattern (outdoor, fashion, athletics, life), and set the position of the first brand of the Chinese life sports equipment.

This strategy seems to be a big deal, and it is actually a layout that is carefully planned by Xi De long.

From the perspective of current Chinese social culture, the "85 after" and "post-90s" people are actively reconstructing the dignity of the grass roots themselves and their values. This reflects the trend of the pition from elite sports to national sports in the development of China's sports industry.

This is also in line with the Chinese government's guiding spirit for the development of sports in the post Olympic era.

At the 2009 National Sports Director's meeting, Liu Peng, director general of the State Sports General Administration, pointed out: from a sports power to a sports power, we must take people as the center and pay more attention to the development of mass sports.

As the leader of China's only sportswear company listed on Nasdaq, and Lin Shui pan, who is also the national sports Standardization Technical Committee, relying on his international vision and understanding of the local situation, his ancestors have grasped this trend step by step, and put forward that "creating" Life Movement "category is precisely based on the accurate judgement of the trend.

"85" and "post-90s", as the mainstream population of sportswear consumption, have gained a new understanding and understanding of sports. Sports are being accepted in a more active way of life and attitude towards life, not sports competition.

Lin Shui pan once said: the essence of sports is sports, not sports. Sports in life are everywhere. As long as you want to exercise, you can always. The essence of life sports refers to the free movement of anyone, any time and anywhere in life.

According to Lin Shui pan, the strategy was carefully proved.

Before that, he made an in-depth study of the lifestyle and values of the "85" and "post-90s" people, and decided to carry out market practice in 2010.

At present, the annual sales growth rate of 2010 is expected to reach 30%, which fully demonstrates the feasibility of this strategy.

The result of the practice has greatly stimulated Xi's Dragon's confidence and made it see the chance of fair competition with the first-line brand.

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Layout 2011

"Brand, product, channel" three pronged approach

Although we have explored the right strategic direction, if we want to really turn the "Life Movement" into a successful sportswear category and turn it into a core competitiveness that I have no one else, he will face many difficulties.

On the one hand, how can the value pursuit of "Life Movement" be passed to consumers through more effective channels, thereby promoting the brand enhancement of the product? On the other hand, how to develop a mature product system that is marketable and truly differentiated with the core position? Finally, how to expand the terminal channel? How to improve the expressive power and competitiveness of the terminal store? For these problems, Lin Shui pan seems to have a plan for success. In the 8 day's ordering meeting, he also revealed some of the layout measures of these aspects in 2011.

In 2011, BY2 will continue to use Singapore's popularity group as spokesperson for brand image.

The image of the team is sunny, lively and healthy, and is very suitable for interpreting the concept of "Life Movement" for the "post-90s" crowd.

In addition, Xi De long will continue to cut into high-end resources, and join the Sports General Administration's "nationwide fitness program" to promote the penetration of the concept of "Life Movement".

Around these measures, the company will integrate the marketing resources and build a brand new value chain.

In terms of product development, Xi Dalong has boldly launched a distinctive Korean design team and is committed to gradually developing the dress system with "Life Movement" temperament.

At this order meeting, the team's design works are not only popular, but also have the unique cultural connotation of "post-90s" theme, which has won the recognition of many sharp dealers.

Moreover, from the richness of the launch of design, Xi De Long "Life Movement" equipment seems to have begun to mature and initially has a prototype system.

In addition, Xi De long will continue to set up sports equipment research and development base with the Institute of sports science of the State Sports General Administration, so as to further consolidate the strength of science and technology.

In terms of terminal development, 2011 will face a short hand battle with its competitors.

In this regard, Lin Shui pan showed his tough style: terminal construction is the marketing focus of 2011, and we must resolutely implement two strategies: first, expand the number of stores; two, enhance the image of the store.

The overall goal is to enhance the competitiveness of the terminal.

It is reported that in 2010, a total of more than 700 new stores were added, so that the total volume exceeded 4000, and the growth rate will be relatively fast in the next few years.

In addition to these measures, Lin Shui dish also said that the development plan of the joy dragon is strategic. A series of reforms and strategic layout will be carried out in succession around this year around the strategic goal of "Life Movement".

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Keen to seize the opportunity and make efforts in 2011

In 2011, it might be a dull game for the companies who play the game marketing cards, because this year's comprehensive sports events with relatively large influence are few.

For sports apparel industry, the impact of marketing fatigue on sales competition is obvious.

From this point of view, it is not a coincidence that Xi long long waited until this year to put forward a strategic reform, but a strategic avoidance of the world's major sporting events in 2010.

When other brand marketing is not supported, the brand strategy will be launched again.

Indeed, public attention is a scarce resource. Under the influence of large scale comprehensive sports events, it seems very difficult to attract the public to divert their attention. Only when the competition is not strong enough for the public view, will there be more opportunities to be spread and concerned.

It is believed that enterprises with knowledge of this situation are not only pleased with the dragon, but are also looking for a feasible breakout route. In addition, the pace of listing of sports apparel enterprises is in the ascendant. The new capital will further stimulate the financing enterprises to take a more active market strategy.

The strategic measures of Xi long long will give some enlightenment to these enterprises and even follow suit.

At that time, or will trigger a new round of "dominoes effect", so that the second line brand collective efforts to form a local two line sports brand strategy rush attack situation.

Throughout China's sports apparel industry, after a great development, the level is gradually clear, but the pattern is far from stable.

The gradual maturity of the two or three line market has attracted the attention of strong brands all the time. It is impossible for growth enterprises to enjoy market growth gains.

The second tier brands with better growth will not be willing to defend themselves. Once they find the opportunity, they will inevitably enter the first tier market and share high profits.

With the influx of capital and Sino foreign confrontation, competition in China's apparel and apparel industry will become more and more complex.

But in the long run, the rapid change of the market has made it difficult to allow a class of monopoly and low-level competition to make the enterprises bear heavy burden of costs, and have disadvantages and disadvantages to the overall development of the industry.

Product segmentation and product diversification are inevitable trends. The strategic direction of Xi long long may become a useful lubricant and catalyst.

On the one hand, we can balance the competition opportunities among different groups, change the competition rules and reduce the competition cost by creating the blue ocean market, on the other hand, we can effectively stimulate the industry's self-renewal, increase the abundance of product category supply, and give more consumers more choice opportunities, thus accelerating the development of the whole sports apparel market.