Sports Industry Promotes Brand Growth Of Shoe Enterprises

With the development of social economy, sports began to become a popular phenomenon. On the one hand, the fast-paced life makes many people more stressed, and exercise is undoubtedly a good way to help people release stress and get relaxed. On the other hand, sports become a popular phenomenon, and it is a reflection of people's growing concern for health. The consumption habit of modern society has contributed to the growth of sports industry.

Sports brand is rising day by day

Sport has become an important part of people's life. It provides a favorable space for the development of sports industry. According to relevant information, over the past 20 years, the expenditure of sports products for the whole country has been placed in sixth of the important consumer expenditures other than daily basic life expenditure. Sports have become a part of people's life. In 2008, the Olympic Games boosted sports as a national craze. Under such a development situation, China's sports brand has ushered in opportunities for development. A large number footwear industry motion brand It has also arisen.

Anta is a very representative example. Shoe enterprises Anta It has been more than 20 years since its establishment, and has begun to move towards the international stage from the small town of Jinjiang. By the end of 2010, the number of Anta stores has exceeded 8000. By 2011, the number of stores in Anta's brand will exceed 10000, and will officially enter the era of "Wan Dian". Lining, XTEP, 361 degree shoes and other sports brand are also moving towards the goal of Wan Dian scale. Lining CEO Zhang Zhiyong said Lining will strive to break thousands of stores in 2013.

Apart from expanding the market scale, China's sports brand has shown outstanding performance. Besides, the sports brand of the footwear industry is also constantly strengthening in the whole industry market segmentation, brand building, and so on, and the Chinese sports brand is gradually becoming mature.

Market segmentation, shaping professional sports brand

From the perspective of the function of sports products, shoes, for example, are not only used for running, but also for playing basketball. With the continuous development of sports industry and the further improvement of consumer demand, enterprises are beginning to realize that they need to make professional sports brands, so they break down the sports market.

PEAK, a shoe maker, began to associate basketball in 90s. From domestic events to international competitions, PEAK is committed to building the brand image of professional basketball. In the past more than 10 years, from technological innovation to brand building, PEAK has laid a solid foundation, shaping the professional image of basketball in the market and getting closer to the dream of "the first basketball brand".

"PEAK focuses on basketball as a model of the whole industry, and this represents the development trend of the industry, segments the market and specializes in professionalism. Professional basketball shoes, mountaineering shoes, table tennis shoes and so on, we are beginning to see more and more professional sports shoes entering people's vision and life. Sports shoes are no longer "multi-functional" products, but become a professional product focused on all sports fields. This is a pleasant phenomenon. Although this means that competition in the professional sports field will be more brutal, it is a sign that the Chinese shoe sports brand is becoming mature.

Compared with foreign brands, domestic enterprises are relatively backward in brand building. However, we are glad to see that many sports brands catch up with others and accelerate brand building. From advertising, stars, domestic and international competitions, charity and so on, shoe enterprises start their own brand strategy in various ways, thus becoming an international brand industry.

The development of sports industry has broad prospects.

"Many people ask me how big the market is, and the annual output value of sports industry in China accounts for less than 1% of GDP, which is nearly 10 times that of developed countries in Europe and the United States. And this huge gap also means great room for development. I expect that by 2020, the scale of sports and related industries in China will reach 2 trillion yuan. And Anta will play a decisive role in it, "said Ding Zhizhong, chairman of Anta's board of directors.

World brands are entrenched in the main markets, and it seems a bit difficult for domestic sports brands to squeeze in. From the domestic point of view, the proportion of sports brand value in China is still very low. According to the survey, the average annual sales volume of sports shoes in the United States is 4 pairs, while China has only 0.8 pairs. If China's per capita annual sales of sports shoes reach the level of the United States, the brand of Chinese sports shoes will be promising.

Compared with foreign sports industry, China is still in its infancy. Because of this, the prospects for enterprise development are broader. We see that domestic sports brands are accelerating. There is a vast territory waiting to be opened up ahead, and there is a long way ahead.