Sports Shoes And Clothing Enterprises Fight For "Her Economy"

On March 17th, March 15th, the launch of the Anta women's sports new product launch was launched in Beijing. The official announcement was that Anta would accelerate its entry into women's subdivision.

"With the development of economy and the improvement of living standards, women's concept of healthy lifestyles is also improving, which will further release the great potential of women's market segments," said Zhang Tao, vice president of Anta.

Now, come to the gym in the spare time to do rhythmic gymnastics.

In fact, this is not the first time Anta has paid attention to women's market segments.

As early as in 2009, Anta signed Jankovic and Zheng Jie's female net double charming, starting from the tennis high fashion sport, and promoting the penetration of Anta in the women's sports market.

This year, Anta once again hit the market for women's movement, which is the continuation and deepening of this strategy.

Sports shoe enterprises set off the battle of "her economy"

Subdivision of women's sports market is not a patent for Anta.

As early as in 2009, Adidas, Nike, Lining and other famous sports shoes enterprises began to pay attention to "her economy".

Nike: Metamorphosis

Nike launched an effective event marketing campaign under the theme of "Metamorphosis".

It launched a nationwide "College Girls Dance Competition" in the whole country, and launched activities in various colleges and universities in the form of layers of selection, which led to the enthusiasm of college girls to participate in sports dance, and the brand influence of Nike was also deeply rooted in the hearts of the people.

At the same time, Nike also carried out a comprehensive promotion with the theme of "my Metamorphosis" as a theme, and finally achieved great success.

In the marketing promotion of Nike, we found that the group targeted by Nike mainly came from the female students in universities.

Under this positioning, it is very important to grasp the characteristics of this group's life form and their media contact habits.

Although the purchasing power of this group is slightly weaker, its emphasis is on its growth. And because of its collective life style, the community's influence and the intensity of information dissemination should not be underestimated.

Adidas: "Me, Myself"

Adidas played the banner of "Me, Myself" and launched "Me, Myself" advertising in the mainstream media and launched the "Me, Myself" women's thousand people fitness activities.

In addition, it also launched "who is the next Myself" star activity, and Nike also use network promotion means.

However, unlike Nike, which focuses on female college students, Adidas aims at young growth people. Adidas chooses a relatively mature white-collar female group. Its winning position lies in its relatively stable purchasing power and brand loyalty.

Lining: inner shine

In February 2008, the concept of Lining inner shine came into being in Fang Shiwei.

In his view, compared with the beauty of health, sports and power that Nike and Adi have always admired, the inner light and temperament can better reflect the charm of Oriental women.

After passing the concept to the product department, they converted it to care, softness, and careful design, all of which are reflected in yoga, running, dancing and other related women's products.

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In 2011, Lining's new round of Inner Shine campaign came on schedule.

In the past, Inner Shine usually used different women to explain the inner charm of women.

This year's advertisement is very eye catching. The great beauty of Taiwan is invited as the spokesperson. Inner Shine is a sport concept with a unique sense of movement and beauty. It advocates women to explore the inner light and energy through sports, discover the extraordinary beauty of Lin Chiling, and express the unique aesthetic feeling of graceful movement.

And Lin Chiling's many characteristics and InnerShine's idea coincides, it can be said that this time, Lining Inner Shine, is to let people's eyes "soft" Lin Chiling Make the change, is to make changes happen!

In addition, Anta launched a series of women's products suitable for women's indoor sports, and launched the "log book" series of women's life sports products at 361 degrees.

Three in one attack on women's market

Saying: "at the end of the day, the money of the two people is best to earn, one is children, the other is women", "how strong is her economy", and the marketing professionals who have been in the shopping malls for a long time are all in mind. Everyone wants to swallow it up to the greatest extent, but it is necessary to swallow this fat meat trick, otherwise it will cause severe malnutrition due to difficulty in the following throat.

How to carry out the beachhand battle in women's market, where to land, how to attack, and how to deal with all aspects of the battlefield in the rear area must have a complete plan so as to really win the women's market and become a leader in this emerging field.

The women's market is like a fortress that is jointly guarded by three party forces. The Trinity strategy must be implemented and the collective attack is the only way to win the enemy.

Attack the main position

Sport is the main position of sports brand, and shoe enterprises must attack.

The premise of a strong attack must be based on an in-depth understanding of the enemy's strength and fighting potential.

Women are a special group. They have overlapping parts with men's sports needs, and have their unique needs.

As for sports, men generally like to challenge others to achieve self pcendence, so they like outdoor sports with intense means of confrontation, while women's movements are more purport. They hope to get fit through sports, and they are more concerned with their own feelings. Therefore, gentle and beautiful women prefer indoor sports such as yoga, indoor aerobics, dance and so on.

The similarities and differences between indoor sports and outdoor sports naturally bring new demands on product performance.

Outdoor sports are heavy recreation and indoor sports are heavy and comfortable.

When we grasp the enemy's situation, we can do things in a targeted way.

From this year's spring and summer several shoe launches and corporate advertising videos, we can clearly see that the sports shoe and clothing enterprises entering the women's market have built their outdoor series to create the interior needs.

Attack fashion base

Fashion is the temptation of women forever. Fashion oriented tools can often strike a center of gravity, and sports shoes and clothing can also produce a fashion show.

Inject fashionable elements into sports shoes and clothing can start at the same time in two aspects.

First of all, you can import popular colors and popular structural elements in design.

Women prefer bright colors. We can introduce all kinds of colors that women like to design.

Like this year's 361 degree launch of the women's series "log book", with product color as the starting point, won the industry's cheering.

Popular stripes have always been favored by women. Sports shoes and clothing can also bring in sports elements such as stripes.

Secondly, we should play a good role in advertising. The purpose of playing fashion cards is not only to enhance the popularity through fashion, but also to create a new consumption trend. Therefore, through publicity and entertainment, enterprises should also pay attention to the promotion of corporate brand ideas and inject more mental elements into products.

Breakout technology fortress

Fashion is the biggest demand for women's sports, but the core technology of professional sports is also indispensable.

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Only by persistent pursuit of technology can we achieve high quality of products.

Women's series have high requirements for cloth selection, which requires the help of technology.

The ADIDAS women's series has maintained the brand's high standard requirements on functional aspects. The "Me Myself" adilibria series emphasizes that the soft and soft elastic material is easy to fit and is suitable for stretching the body. It is especially suitable for practicing yoga or stretching exercises. Clima 365 is equipped with temperature and humidity control Technology cloth, the advantage is that it can fully promote sweating and moisture absorption effect and adjust the body temperature in all directions in hot summer.

The refinement of technology is not only an excellent publicity card, but also a must kill skill for retaining customers.

The women's market is a golden treasure. It is an open secret.

Many enterprises have already invested in this market competition. The shoe and garment enterprises are getting more and more difficult in the competition.

If you want to figure out the gate of life in the women's market and become the best person in the war, it's still not enough to just play three cards of sports, fashion and technology. In the process of killing all enterprises, they want to win all the fruits of victory. However, a dream, finding a right position and holding a corner, sharing the fruits of victory is the most sensible thing for shoes and clothing enterprises.

How to hold a corner depends on the precise definition of the consumer group targeted at the product.

The women's market is actually a very general concept. The so-called thousand person thousand phases, women show different characteristics according to their consumption ability and consumption habits.

Shoes and clothing enterprises should find the right position before entering the new field. Distinguishing the target consumer group is a necessary step.

The prospect of women's market is broad, and it is inevitable for all enterprises to devote themselves to the battle of beachhead.

However, the competition is fierce. If the enterprises want to win the future battlefields, they must identify the target consumer groups through long-term strategic planning and complement the correct strategy and tactics.

Opportunity is around the corner, and who can grasp it depends on whose vision is more accurate and independent.