Strategic Marketing Mode Of Sportswear Enterprises

In the era of surging consumption, it is difficult for an ordinary product to create monopolistic functions, even if it is successful again.

The strategic marketing mode is the objective requirement of the new market environment for enterprises. In the complex and changeable competitive environment, the enterprise itself has a deep understanding and rational choice of the nature of the market.

The rapid change of market environment has made the brand marketing of sportswear have a brand-new deduction.

"Whether it's a white cat or a black cat, it's a good cat to catch a mouse."

This sentence is more suitable for the long run sportswear enterprises.

Because they are the pacesetter of marketing market, they are more qualified to talk about what is the most suitable strategic marketing mode for sportswear enterprises.

Perhaps we can see through the following representative sportswear enterprises that the strategic marketing model has become a clue in the sportswear industry.

In June 2009, Anta emerged from the bidding of many famous competitors, such as Adidas and Lining, and reached a strategic cooperation agreement with the Chinese Olympic Committee. It has become a partner of the Chinese Olympic Committee's sports apparel in 2009-2012 years. It will sponsor the champion of 11 major international competitions such as the 2010 Vancouver Winter Olympic Games, the 2010 Guangzhou Asian Games and 2012 London Olympic Games.

It can be said that such a rich and fruitful result is the result of Anta's strategic marketing thinking.

Advertising + channel.

In 1999, Anta signed the table tennis world champion Kong Linghui at the cost of 800 thousand yuan per year, and produced almost 5 million yuan of profits in the first half of the year to advertise on CCTV sports channel. In 2000, Kong Linghui won the table tennis men's singles champion at the Sydney Olympic Games. At the same time, on TV, she shouted "I choose, I like" slogan, Anta fired.

Anta's success has been described by many as the "star endorsement + CCTV advertising" mode. In fact, it can only be regarded as an inducement of Anta's success in the Chinese market. The real magic weapon for Anta is its strong sales network.

Anta takes advantage of the rapid upgrading of its brand, and has made a comprehensive improvement of its entire sales system. It has rapidly pformed from distribution, counters to franchised stores, and agents to cooperate with the franchise mode.

At present, Anta has more than 3000 stores in the country, especially in the two or three tier cities. The coverage rate is very high, and its sales performance is also rising.

Positioning + persistence.

In China's sports fitness market, basketball shoes and all-around sports shoes are the two most important and largest product categories of sports shoes.

The annual R & D cost of Anta is about 10000000 yuan. In addition, Anta has chosen the Guangdong Bao Yuan group as a cooperative processing factory, because the enterprise is doing OEM for Nike, CONVERSE, Adidas and other brands. This choice is mainly based on the advantages of producing basketball shoes for Nike and other brands, and produces relatively professional basketball shoes in domestic brands.

Anta is also closely tied to basketball in its brand promotion. For example, since 2003, Anta has sponsored various sporting events at home and abroad, and is determined to lose no strategy to competitors.

Such as Lithuania professional basketball "youth guards" sea god basketball club, exclusive sponsorship of China Basketball Association CBA League.

Lining: "maverick" strategy

To promote the internationalization of the market with brand internationalization and to highlight the market image with oriental elements, Lining brand has embark on a unique brand internationalization route in the past ten years.

At the same time, it also means that Chinese brands can seize resources on a global scale and become more proficient and creative in their abilities.

Brand internationalization.

From the early days of creation, Lining modeled on Nike's model, not engaged in production, but mainly engaged in the operation and sale of brands. It is a standard Brand Company.

In order to complete the new brand internationalization road, Lining has made a lot of cooperation in marketing, product research and development, innovation and brand promotion, and its market effect is very obvious.

In January 2005, Lining signed a contract with NBA to become a "NBA official market partner". In September 2006, the Spanish men's basketball team, which wore Lining's robes, won the Champions League in Greece and became the world champion. Lining became the biggest commercial winner in the men's Basketball World Championships. In August 8, 2008, the opening ceremony of the Beijing Olympic Games pushed the Lining brand internationalization to the top of the world.

These internationalized sports resources have greatly promoted the internationalization of Lining's brand.

Sports differentiation.

Traditional sports bring dynamic, powerful and heavy images to conquer and challenge. All sports brands regard sports as a burden to challenge themselves and defeat their opponents.

In order to form a differentiated market segment and divide the movement into two parts, Lining clearly put forward the creation of the first brand of Chinese fashion movement, thus forming the difference between traditional sports and fashion movements. This is undoubtedly a strategic vision in the competitive homogenization sports market, and it is also the best strategy to establish differentiated brand image.

Taking sport as a game is the root of Lining's realization of his own differentiation and the fundamental reason why Lining can always maintain a distinctive brand personality.

Kappa: brand "bringing ism"

There is fierce competition in sports apparel industry. There are multinational corporations such as Nike and Adidas, which are famous for their R & D and marketing. There are also many local sportswear enterprises based on low cost manufacturing.

Kappa's Chinese trend can be based on the market, relying on excellent brand management and market operation capabilities, as well as company managers' vision and way of thinking.

Differentiated competition.

In 2005, the China trend group, born out of the Li Ning Co, strategically bought out the brand ownership and permanent management rights of Kappa in the mainland and Macao, expanding from the sale of products to the development and implementation of products, including product research and development, marketing, sales organization and channel strategy.

A series of competitive strategies have been formulated in China. Among them, "single brand internationalization" and "regional market multi brand" are two of the most important market strategies, including design and research and development, manufacturing, marketing and channel management, marketing and brand management.

Kappa brand positioning as "sports, fashion, sexy, taste", while advocating differentiated marketing mode.

Bright colors, tailored tailoring, and easily identifiable brand labels are not common in previous sports brand stores.

At the same time, Kappa adhered to the unique operation of light assets: no processing, only design; no direct outlets, only distributors.

In this way, China's trend has gained faster than domestic counterparts in capital turnover and inventory turnover, and has grown all the way.

Resource integration.

China's trend of relying on Kappa trees has begun to merge and merge after its wings are becoming increasingly plentiful.

In May 2008, China completed the acquisition of Phenix, an old brand of Japanese sports brand. China's trend is to hold a 91% stake in Phenix company through subsidiary subsidiaries.

Phenix has a history of 52 years in Japan. Its brand Phenix enjoys the highest market share in the global ski and outdoor apparel market, and X-NIX, Inhabitant and other brands also have a certain reputation in Japan and other places.

After the completion of the acquisition, China's trend, apart from the global brand network, has brought these brands to China and foreign countries. Phenix's 59 R & D experts have been incorporated into China's trend. The enhancement of R & D strength means that in addition to Kappa, China's trend will open up new profit growth points.

With the popularity of Kappa, China's business is expanding rapidly. By the end of 2008, its Kappa brand retail outlet in China has reached 2808.

At present, China also plans to continue to cooperate with distributors, adding 650 Kappa brand stores to provincial capitals, first tier cities and two or three potential cities with the potential of being rich. Among them, the number of first class agents is 40% and two agents are 60%, which further consolidate the group's retail network in China's market.

361 degree: "potential energy" strategy

361, we believe that strategic marketing publicity should be built like damming, and the higher the dam is, the more water will accumulate, the more energy will accumulate and the stronger the explosive force will be.

361, it is good at integrating resources, propagandize with media advantage, expand popularity, take the initiative to approach consumers and interact with consumers, so as to maximize publicity.

Network momentum.

The ceremony of "rite of passage" is a youth activity that the whole society has attached great importance to recently. And the degree of concern is higher than a year in a year, and 361 degrees seize every opportunity this time.

First of all, it aims at the Internet, launching the oath of "rite of passage" by the forums, such as mop, skyline, Sina, Sohu, NetEase and other highly influential and most influential youth groups. At the very beginning, the activity aroused the enthusiasm of netizens and aroused the social concern. 361 degrees, and then launched a series of activities in the form of social public opinion, competing in the Sina, Qianlong, 21CN, Tencent, Zhongqing and other major websites to report that they will send the mysterious rite of passage to some teenagers on the occasion of the new year, prompting the netizens to call urgently to inquire about the contents of the gifts.

This series of network trends will push 361 degrees to a climax. This way, through the strategic communication strategy of communication, public relations, terminal and roadshow four in one, not only has greatly promoted the sales of terminal products, but also achieved a deep groove between 361 degrees of brand and consumers, so as to achieve the goal of improving product sales and taking 361 points into consideration.

Push forward in depth.

361 degree is also good at using the terminal, ground activity, media and other advantages to combine, and promote the network's function.

361 degree specially set up the implementation activity project group, according to the company's sales promotion strategy, in conjunction with its sales department, the administrative department, the finance department, the storage and pportation department responsible person and the national province branch, nearly 5000 monopoly outlets, carries on the television, the network high altitude bombing, the ground activity roadshow, the terminal as the promotion matrix propaganda.

From one-way communication to deep communication, from some media communication to three-dimensional integrated communication, from regional to national consistency, from product dumping to brand promotion, 361 degree through the "potential energy" strategy of continuous in-depth communication, gradually gained the brand discourse right of domestic sportswear, and quickly achieved the power of dialogue with international brands through the brand-new image.

Then, a series of influential "brand marketing" follows: CCTV-5 and 361 degree cooperation become "live sports program partners". From January 1, 2009, all the hosts and journalists of CCTV-5 will wear costumes at 361 degrees; exclusive strategic tenor of TCQ QQ sports and QQ games; 361 degree entertainment basketball; China Badminton challenge; Arena competition and Xiamen International Marathon...

The significance of strategic marketing mode

The sportswear market is like a tortuous road. The production enterprise is like a car running on this road. If the car can not follow the development of the road and change its direction in time, it will slowly move away from the market and away from the consumers.

That is the old saying that the marketing strategy of an enterprise must remain unchanged for a long time. If it waver, it will lose its strategic significance.

However, the strategic marketing mode of sportswear is still specific analysis of specific problems. In the field of sportswear, the real marketing strategy is flexible and trade-offs.

That is to say, when enterprises encounter temporary difficulties, do not give up, do not be tempted and hardship, and continue to adhere to the established strategy. When the objective environment of the market is undergoing irreversible and essential changes, even if we are still developing under the guidance of the original strategy and making great profits, we must make timely changes in marketing strategy and even launch a thorough marketing revolution.

In fact, sportswear enterprises have gone through the stages of production, product, sales and marketing, and now there are several stages of gradual development. It is precisely because of the changing demand of consumers that the brand marketing strategy will result in great and long-term benefits.

For example, according to a data from the National Bureau of statistics, in recent five years, the main group of sportswear consumption is the relatively strong purchasing power of young people aged 18 to 35, and because of their increasing demand for clothing comfort and personalization, the total sales volume of sports apparel and sports shoes in China has increased by nearly two digit scale, up to 50%, and the net sales rate is as high as 25-30%.

And the guarantee of sustained income is excellent strategy.

If we can effectively motivate this strategy and strategy in line with local conditions, it will undoubtedly be a great love for the development of enterprises.

From the market connection factors of sportswear enterprises, it may be able to appreciate the importance of strategic marketing mode (see chart 1).