The New Territory Of Xi De Long: "Nuggets"

From 1 to 3 levels.

They add a lot of fresh elements to the scene.

Compared with the past, the minds of the three categories of exhibitors are not easy at the moment.

A few months ago, the rising prices of raw materials such as crude oil, cotton, rubber and other raw materials had brought them great pressure. Some of the sports brands had already raised the terminal retail price just before the order meeting.

According to the analysis of the industry, the increase in corporate linkage price is whether profits increase or orders reduce customer turnover. It is not known that the increase in production, R & D and marketing costs is also an indisputable fact.

Under the test of the big environment, the survival and long-term development of sports brand has become the key issue in the industry.

It is worth noting that, unlike the thinking of sucking gold that only depends on the price rise of products, China's famous sports brand, Hsin long, has developed a new way to develop "Life Movement", relying on mining the brand connotation and remodeling the brand, starting a gold digging tour in the new market space. The appearance of the 18 day attracted the attention of many exhibitors at home and abroad.

The 2 floor T7 booth of the US flag city is located here.

As the guests on the left side of the building rose near the escalator, the four most important words of "free supremacy" were displayed on the platform.

President Lin Shui Pan said that "free supremacy" is the new version of the brand slogan, which generalizes the characteristics and value orientation of the 85 and 90 after the crowd.

He told reporters that this group has a relatively unique philosophy of sports, concentrated in three dimensions: first, they have a new understanding of sports, from the struggling competitive environment gradually out of the pursuit of daily life can experience the joy of sports; two, in the way of movement, the pursuit of more free, casual, life; three, in sports equipment demand, not only to meet the requirements of daily wear, but also to achieve the state of movement at any time and anywhere.

Numerous previous research and practice have convinced Lin Shui pan that the market prospect of life movement is huge in the foreseeable future.

What is particularly exciting to him is that during the "12th Five-Year" period, under the pressure of the government and related industry organizations, the tide of national fitness is continuing to rise, which indicates that there is still more room for further improvement in this field.

Under this situation, Lin Shui pan confidently declared that Xi Dalong should make innovations in the category of "Life Movement" to promote the world of sportswear to become three divided into four parts (outdoor, fashion, athletics, life) and gradually establish the position of "Xi long long - the first brand of China life sports equipment".

This is not

Blind confidence.

Reporters learned that in the field of life sports, Xi De lung is the earliest brand.

About two years ago, the senior leader of Xi De long had foreseen the guiding spirit of the Chinese government in the development of sports in the post Olympic era. He realized that the potential changes in China's sports industry had begun to close the spotlight to the field of life sports, and made a layout for the new definition of sports, the sports formula and the demand for sports equipment, and signed the Singapore pop artist BY2 as the brand spokesperson, and made deep progress in the target market of 85 and 90, and achieved remarkable results.

From another point of view, senior industry insiders generally pointed out that at present, the market space of competitive sports in China is basically close to full and gradually becomes the "blade profit" field.

In the case of a sharp slowdown in market growth, many sports brands have begun to expand outward looking for new profit growth points.

In view of the current trend of rising prices, many people say that this is likely to trigger a new round of industry reshuffle.

At that time, some price driven sports brands will be eliminated.

And Lin Shui pan, who excels in interpreting industry policies, has already started a series of exploration and layout around all kinds of advantageous marketing resources.

"Nationwide fitness" is one of the important elements.

On the opening day of the 18 Shoe Expo, before the signature cloth marked with the "national fitness Wanli engine China's new power", the leader of the forest and the relevant leaders of Jinjiang city took the lead in signing the signature.

Within a short period of time, many guests were invited to sign.

This is the first move in 2011 when Xi Long lung was in the "nationwide fitness program".

For this advantageous resource, Xi De Long has always favored the addition of it as a valuable platform for brand development.

It is reported that in 2009 and 2010, Xi De long worked with the State Sports General Administration to become a strategic partner of the national fitness program, and jointly launched a number of activities.

Taking 2010 as an example, it lasted for 5 months, and in Beijing, Shenyang, Xi'an, Guangzhou and other 22 cities, more than 100 colleges and universities carried out the "nationwide fitness program", attracting 32570 college students to participate directly, with a cumulative impact of nearly 2 million 200 thousand.

With the help of this activity platform, the new brand culture system of Xi De Long is well known for its concept of "Life Movement", especially in the two or three line market, which has established a broader market base and greatly improved brand penetration.

In addition, it has successfully completed the exploration of the target population of the 85 and 90's new generation, and has greatly striving for this group's interest in the brand.

Lin Shui pan revealed that compared with sports resources, the national fitness activities that are in its infancy are limited in marketing resources.

"Rare things are expensive," he laughs. "In the next few years, the value of" fitness for all walks of life "will become more evident.

It is reported that Xi dragon is currently actively planning the renewal of the project in 2011.

What makes forest water table more exciting is that in early March, the State Council held a teleconference to implement the National Fitness Program (2011 - 2015), which indicates that the tide of "national fitness" is near.

From a forward-looking brand to a sound marketing campaign.

On the track of life movement, we are striding forward.

At the moment, Lin Shui pan is more concerned with the help of a large-scale international communication platform such as the shoe fair, and through a series of brand remolding experience, as soon as possible to narrow the distance with the first-line brand.

In promoting the strategic structure of upgrading the footwear industry in Jinjiang, the shoe Fair has been playing an important role as a propeller. Especially after 2000, it has achieved a large number of well-known shoe brands in Jinjiang.

This time, the opportunity came to Xi De long.

"For the mature enterprises that have formed a complete supply chain and marketing system, the function of the shoe Fair is mainly reflected in displaying the brand culture and highlighting brand tension.

In the face of industry exhibitors, we need to send a strong voice: "Xi Long lung must occupy the commanding heights of life sports and make the first brand of life sports."

Lin Shui Pan said.

The first brand is not the same as high-end brand. This 42 year old Quanzhou man who has a deep insight into the changing market environment also has a clear understanding and planning for the future of the brand.

Reporters learned that in previous years, raw material prices, labor costs increased substantially and other factors have brought trouble to the development of shoes, many brands in the tide of price or flooded, or gradually abandoned by consumers.

Lin Shui pan analysis, in order to change this situation, the high and low grade product line and the whole line of market layout are the best way to bear pressure and reduce operational risks. After all, consumers have a higher degree of acceptance of the price increase of high-end sports brands.

As for the development of new sports categories and achievements, it is becoming more and more important to make up for the short board at the top level as soon as possible.

Lin Shui pan knows very well that shortening the gap with the first-line brand is by no means an overnight move.

Since the successful landing of NASDAQ in 2009, Xi De Long has not stopped making high-end brands and seeking to enter the first-line market.

According to the analysis of the industry, in addition to further consolidating the share of the brand in the domestic two or three tier market, Xi long will buy one or more foreign high-end brands to achieve the plan to enter the first tier cities in China.

As we all know, local brands are more prominent in supply chain management and terminal sales. The advantage of high-end brands in Europe and America lies in brand effect, R & D, and the acquisition of these high-end brands will naturally help speed up the entry into the domestic high-end market.

At least for now, in the blue market of life sports market, the opportunity to study the longest time, the most significant achievement and the full spread of dots, lines and surfaces has been greater.

At the beginning of the 1999 shoe fair, the sports shoes industry in Jinjiang is in a special period of strength after more than ten years' accumulation. The appearance of the shoe Fair provides a favorable platform for the rising sports brand.

Today, Xi De Long takes the lead in the new field to explore and carry out a series of brand image pformation actions. It is generally regarded as a clarion call for the domestic sports brand to be renewed again in the new era and new situation.

The background of the national fitness program has given the Chinese sports brand a new territory with the largest scale and the best development potential in the world, and has given them the most competitive arena of competition.

It is foreseeable that in the future there will be a group of cutting-edge brands that are in line with the social trend.

Entering the 2011, in the process of promoting the general trend of life movement, the prophet's "Xi long long" has already started in an orderly way, accumulating brand potential energy and perfecting the brand system, and gradually becoming the leader in the field of domestic sports.

The shoe Fair will be held on the spot.