The Real Essence Of Returning To Marketing: Domestic Sports Brand -- Why Is It Hard To Say That We Can't Live Without You?

　
about Domestic sports brand The rise of the CCTV sports channel's TV advertising spread has played a certain role in promoting, but the early dissemination of advertising and beauty do not dare to flatter, more just using shocking thunder effect in the exciting events to let people remember the brand name and what goods, and can not cause the favor and love of the brand, is less likely to produce want to understand and buy. brand Desire. In addition to the early Domestic sports brand From product design to production quality is not excellent, stores also do not have a good location and CI logo, far from modern consumption demand and aesthetic point of view, it is difficult to become a consumer choice of urban population, and also difficult to form a climate.

　　
The first thing that brought about change was Lining Whether it is inviting foreign design experts to carry out various fabric and design innovations, or using all kinds of passion or inspiring, or star shining or close to modern life, the kind of cool and pleasant coming to the successful advertising techniques (including the unique LOGO and profound advertising slogans), it breaks the traditional wear concept that people used to wear sports brand only when they exercise, so that they can really enter the sight and life of consumers, and become the daily fashion casual clothing, footwear and other products that many people can wear on many occasions and occasions. The innovation of brand communication has successfully established the public's brand-new consumption cognition and positioning for sports brand. In the promotion of the new way of modern life, "sports and leisure in search of self and health", the popularity of sports brand has been accelerated. The crowd from the beginning has more and more young people who are only interested in sports, and gradually infiltrated into all ages of men, women and men. The product series also gradually developed from the blue and white black and red, the single style, the unchanging sportswear and sports shoes to the colorful seasons of spring, summer, autumn and winter, including the whole season, omnibearing and full range of products including clothing, footwear, socks, bags, headbands, Bracers and so on. Product optimization design In addition, from all kinds of highly praised successful sports marketing activities at home and abroad (becoming the sports and awarding equipment of the Chinese sports delegation, signing into sports equipment such as Spain, Argentina, Russia and many other national sports teams, successfully holding all the sports events at home and abroad named by Lining, etc.) to the convenient and atmospheric stores everywhere in the cities, the price of the people close to foreign brands and the popularity of the new brands have accelerated the rapid growth and rapid development of the Lining brand, and even reached the peak after the Beijing Olympics.

　　
    361, XTEP Other Domestic brand The success has also taken the same route. The success factors include not only the successful packaging and promotion, but also the continuous development of new stores and markets, and the inherent factors of constantly updated product design and fashion sense.

　　
Under the turning point, the Chinese sports brand change (see the latest issue of "new marketing"), Mr. Chen Yang attributed the downturn of the domestic sports brand in 2010 to the low price impact of foreign brands in the low-end market, increased competition and increased costs and reduced profits caused by the expansion of the market. The revival and more of the brand attribute to the internationalization of the brand identity (such as Lining's LOGO processing and branding, and brand segmentation). From the perspective of consumers, it is not the price factor, nor the internationalization of brand communication, but the lack of distinct styles and differences in design, color and material, lack of fashion and novelty, and lack of the first effect that can be seen in many similar brands. This is not the first favorite effect of consumers. It is difficult to lock the eyes of consumers, and can not satisfy consumers' increasingly fastidious appetite and aesthetic requirements. It can not prolong and enhance the value attribution, value recognition and freshness of brands in the minds of consumers. 　

　　
    Domestic brand The most prosperous period must be the time when the style and design of its products are constantly improving and constantly satisfying and creating market demand. buy Nike and ADI These first-line brands are products and styles that are due to their inherent brand charisma and added value as well as to satisfy consumers' self preferences and value recognition. Buying domestic brands is not due to brand effect, but because of its design and style. It also includes a part of the low price factor. Anyway, not much money can be changed frequently. Three hundred and sixty-one Or Potter, not particularly for consumers. Who can design products that are better, more fashionable and more popular, tend to be more favored when the sales of all brands are basically evenly matched. Take T-shirts as an example. A few years ago, every month, a business trip would buy back a few pieces everywhere, with enough styles, colors, fabrics and brands to choose from. The premise is that you like and do not repeat. But in the past year and a half, there are only two purchases. One of them is a franchised store, even if customers ask for a raise in price. They must not only sell innocent children who must be claimed at the same time. When consumers' wardrobe is becoming more and more saturated and the vision of selection is getting higher and higher, what they see is the same color, style and style of each domestic brand, and there is no new change in one or two years until people completely abandon expectations and choices. Can this be said to be the lack of market share caused by the low price impact of foreign capital brands? Foreign brands are strong and able to form sustained and loyal consumption because of their distinctive brand style and innovative and bright colors from time to time. If there are always those kinds of perpetual circulated or left looking right look, how can we not see satisfactory and innovative styles and colors? ADI Nike It's too much to eat. This is also the reason why some brand discount stores quickly fade away. On the contrary, some new domestic outdoor brands such as SPOUNTIN, even though they are expensive, have been gradually accepted and liked by consumers because of their unique and diversified designs and excellent quality. What the market lacks is not the purchasing power but the real good commodity.

　　
All brand communication is based on good products that satisfy consumers' wishes and needs. Brand communication is internationalized and regenerated. Even if consumers are spending money on shopping cards in shopping malls, they can't find what they like, even if they are casual. Consumers have tired their legs but brought about aesthetic fatigue and no longer cold and direct elimination of brands. Brand manufacturers spend huge amounts of advertising investment, huge store laying costs and design costs, but can not keep consumers' purchasing power and RMB. Over time, the vicious circle of nature has intensified, forcing companies to cut costs and close some profitable stores.

　　
關閉門店還有一些深層次的經營問題，一些品牌在盲目擴張期間并沒有顧及門店選址、開店數量、經營成本、促銷人員經驗等這些最基本的經營問題，有些門店設的位置很偏，根本沒有什么客流，更談不上收益；有的只有商品沒有恰當的服務和引導，產品尚可，消費者卻被過度熱情或過度缺失的服務嚇跑氣跑了；有的號稱360度營銷，以鄭州的二七廣場--德化街一帶為例，幾百米的銷售半徑內同一品牌的專賣店多達四五家甚至更多，看起來是圍追堵截，方便購買，把顧客購買力牢牢消化在目力所及的銷售半徑區(qū)域內，但單店購買力卻被攤薄，多店重復還會造成顧客的審美疲勞和膩煩心理，除非這里天天開糖酒會和藥交會，天天有熱情高漲的不理智消費。 There is no substantial improvement in product quality, and the cost of rents, manpower and fabrics is rising sharply. It is necessary and necessary to adjust the loss of stores which are unreasonable in distribution, low in sales power and low efficiency. But what is more important is how to improve product strength, satisfy consumers' rising consumption standards and requirements, maintain new ideas and styles, keep consumers' attractiveness, freshness and market leading, and how to improve brand's sales ability and operation ability. Objectively speaking, the current 361 is relatively better.

　　
Returning to the true essence of marketing, any product selling is not just selling goods themselves, it may also be a lifestyle, a taste or idea, or a good service or other effects and values. The latter is always a derivative of the product, whether the added value is hot, or the product is superimposed to enlarge the collateral value. Domestic sports brands do not necessarily have to win at a low price and win on a large scale. Today, with the popularity of brand names, how to maintain unique exclusive style, fashion sense, texture and novelty, enhance product satisfaction with consumers and brand strength in value and identity with people are the real forces that products need to be trained and promoted. If the product itself is not able to keep pace with the times, lack of self-examination and innovation, it will be lonely after its glory. A timely understanding of today's consumer needs, how to look at and choose brands, improve internal strength, strengthen and continue the tension and vitality of their brands, conform to and lead the consumption trend, is a good recipe for every brand that needs to constantly update itself and can not slack off, and set up a set of sea spirit needles that are unbeaten in the business world, such as the development of some more sophisticated outdoor clothing, leisure business clothes, children's clothing, lovers' wear, family custom-made clothing, company and school custom assembly, conference or tour group custom clothes and so on. At the same time, the segmentation and alternation of urban and rural markets should be well done, and we should accelerate the updating and improvement of the category under the premise that the new product can give consumers continuous satisfaction and freshness, rather than simply pursuing the quantity of development. If the domestic sports brand can make customers constantly pleasantly surprised and satisfied, with their own strength and confidence in the mainstream consumer market of the same category, it can persevere and become a habitual choice in our daily life. It can make customers and the market willingly say that they can't live without you.