Market Segmentation To Find Blue Ocean -- Sporting Goods Market: Homogenization Is Becoming Increasingly Difficult To Avoid

The sporting goods market is China's clothing industry.

Sports brand sword moves towards the street fashion, but is their root still "Sports"?

At the end of last year, the Fujian comprehensive professional sports brand, Ali al high, announced that the new products of the new season will move from professional movement to fashion trend, declaring the brand building of Erie brand entered a new era.

At the same time, Voight, another professional basketball player, has just started the "China's street ball tour national audition". This also means that Voight, who has been positioning professional basketball equipment, will become a basketball player in street fashion.

Over the past two years, a number of sports brands with street sports characteristics have entered the fashion sporting goods market in Fujian, the most concentrated sports brand in China.

Is this a consideration of characteristic positioning 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, in order to impress 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 blue ocean.

Transformation

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

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

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, Starling worked with SIOR clothing design company of Korea to begin extending fashion products and accessories, and gradually entered the footwear business.

The idea of the company is to let the fashionable young people no longer pay attention to the distinction between sports and leisure, and pay more attention to the feelings of personality and fashion.

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 street equipment design center and the popular trend research center are also being set up.

Guo Hanyao, the chief planner of Jiuzhou, thinks that street sports itself is a kind of new and fashionable sport. Therefore, for sports brands, the street product series is an indispensable part of the fashion brand, and for the growing small and medium pport brand, it is another channel of subdivision and infiltration in the field of fashion and sports - street fashion.

Space

In today's 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 sports brands 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 Y-3 promotion, and the proportion of products with street style is increasing.

In the promotion of activities, the sponsorship of street sports is also keen on sports brands. Earlier, Harlem Yu invited the American street style basketball team to be the spokesperson. The entertainment basketball activity held at 361 degrees was street style, and Anta and XTEP also sponsored extreme sports.

It is understood that Chen Yongpei, the helm of Ali, has gone to Korea and other places for the brand pformation.

He believes that the new culture brings fashion, which will spawn new sports market.

After that, the company will further conduct in-depth research on street culture, such as the United States, Japan and Korea.

"Culture breeds the market, we should seize the new cultural phenomenon and foster a broader market space for fashion." Lin Qinghong, general manager of pace, said: "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 the professional sports areas such as Quanzhou and Anta 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 the homogenized and competitive competitors."

Root searching

Jinjiang, as the capital of sports brand in China, has gathered more than 80% of sports brands in China. But homogenization is also an unavoidable problem. 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 their 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 believes that the choice of Quanzhou sports brand positioning in the field of street sports is a good reference for many sports brands to explore 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 not find a new blue ocean market for itself in the serious homogenization competition.

However, the root of street fashion is still "Sport", which requires enterprises to make a comprehensive and comprehensive positioning.

Lin Qinghong said that it has been two years since the pformation of street to street fashion. Now, the ultimate goal of brand positioning has not yet been fully understood.

To a certain extent, sport is a fashion life, but fashion based on street culture emphasizes individuality and can not take account of some product performances of comprehensive sports.

As for street fashion, he also commissioned Ogilvy to reposition the brand.

However, Cai Jinhui, chairman of Voight (China) Limited, believes that "street" and "Sports" are not contradictory.

At present, Voight has the advantage of professional basketball, but the brand positioning is inclined to "street basketball players".

"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 dribble, imaginative pass and dunk, with strong Hip-Hop music integration, stress 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 get the best display and use, Cai Jinhui said, "this will become Voight from professional sports infiltration into fashion movement another way."