The Post-90S Group Has Become The Mainstream Of Sports Marketing In China

When it comes to 90, they were labeled "non mainstream".

However, with these distinctive characters

Recently, at the "2011 China Sports Marketing Summit" held in Shenzhen, the theme of "prying up the post 90s" in the future has aroused people's collective thinking about the rising consumption power.

Zheng Jie, President of Anta brand, said at the meeting: "the main consumer group of Anta is the 18 to 22 year old middle and low income young people. How do these consumer groups know themselves and what they are thinking, we need to understand."

Thus, Anta, one of China's leading sports brands, is already trying to figure out how to "please".

After 90 came.

In May this year, the women's singles titles of the World Table Tennis Championships were first picked by a Chinese post-90s athlete. Zhang Bin, the host of CCTV sports channel, asked Ding Ning, the winner of the championship, what is the biggest feature after 90? Ding Ning said, "confident, nothing is afraid."

Nowadays, 90 years have entered the age of sports population. As an emerging consumer group, they represent the direction of future sports consumption. The independent sports industry observer Ma Gang told reporters that this is why many famous sports brands value the market after 90.

At present, according to the researchers' observation of post-90s, there are two main salient features of this group of people, which is the need for attention in the field of marketing.

First, after 90, pay attention to spiritual consumption.

For them, the present happiness is very important. In material consumption, they pay more attention to spiritual experience and expect self spiritual pleasure.

Second, consumption habits after 90 are in line with international standards.

In their growth, the impact of new media is very strong, and the information obtained on television or network is synchronized with foreign countries. What is popular abroad now can be learned from the Internet after 90 years. Compared with the post 70 and post-80s, there will be information lag in this aspect.

Ma Gang believes that in 3 to 5 years, the 90's will become a mainstream consumer group. In the purchase frequency and acceptance of new products, 90 will be more positive. "Brand enterprises have launched new products, they will be willing to try immediately, and to share their purchase experience."

In fact, taking young people as a starting point has always been an important strategy for the rise of many new brands.

The sports industry is at the forefront of change. Young people are most sensitive to changes in the industry and are prone to huge cluster effects.

Fuzzy strategy

Last year, the topic of sports marketing after 90 years has been Lining's first "detonation", "90 after Lining" clear positioning, so that Li Ning Co once attracted controversy, and triggered subsequent trouble.

According to relevant data, Lining's actual consumer group is older, the age of 35 to 40 years old accounts for about half, the proportion of post-90s consumers accounts for about 30%, and for the whole sporting goods industry, 15 to 35 years old young people occupy more than 80%.

Li Ning Co is clearly aware of the maturity of its own consumer groups, and chooses the strategy of the post-90s, but this seems somewhat offensive to the outside world.

For Li Ning Co's post-90s marketing strategy, Ma Gang believes that the accuracy of the "90s Lining" communication strategy may still be deviant, resulting in the fact that the post-90s consumers did not obviously touch this. At the same time, due to over emphasizing the positioning of post-90s, ignoring the feeling of post 70 and Post-80's group, let these groups master the mainstream consciousness and grasp the media's right to speak, and suppress Lining's strategy in public opinion.

But in the long run, Lining's marketing direction after 90 is correct.

In fact, most of the famous sports brands are trying to cater for the taste of the 90s.

Lining just shouted out his ideas, while other brands did not express them so clearly, but adopted a more low-key and practical way.

In terminal store observation, it is found that both the international brand and the local brand, from product design and brand story appeal, are close to the preferences of the 90s.

For example, the introduction of animated cartoon characters, or young people like new elements, such as skateboards, bicycles, etc., will combine these new things with their products.

Ma Gang said that the adjustment of famous sports brand product lines is very large, otherwise their products will be aging.

In the specific adjustment, some brands change radically, some are gradual.

Of course, according to market feedback, the situation will be constantly adjusted.

If the product change is more obvious, ignoring the 70 and Post 80 people, then the brand will launch their favorite product line, and it will evolve into a classic series and a retro series.

After the criticism of the 90's strategy, Li Ning Co said it would continue to launch the product line with original LOGO.

Ma Gang said that Anta group launched a series of Anta life before, from the brand positioning, the target is the post-90s crowd.

Anta life series also has supporting public relations activities, product promotion, DM album and so on. But at present, it has not aroused strong concern.

In the brand marketing public relations activities, in addition to invited 90 star favorite endorsement, clearly targeted at the post-90s marketing activities, although there are, but not enough.

For example, digital marketing will be more suitable for the characteristics of the post-90s crowd. Online advertising can be more focused on interactivity, which is liked after 90. However, after 70 and Post 80 people need interaction.

Product line has been adjusted, public relations activities have not followed up, this is a relatively backward state.

Talking about the reasons for this situation, Ma Gang believes that after 90 is a relatively complex group, brand manufacturers are still hard to pinpoint their lifeline and find effective ways.

After 80, tomorrow will also be considered for tomorrow.

The generalization of the post-90s may be their aspects, not all.

For the post-90s consumption characteristics, large companies should be studied separately.

Ways and means

Regarding this, Chen Shaofeng, director of the sports industry research center of Peking University, believes that the post 90s is the focus of sports marketing. In specific marketing strategies, it can be operated through the introduction of multi brand or multiple product lines, so as to avoid the single brand positioning after 90 years and cause the loss of other age consumers.

Hou Lidong, PEAK sports public relations manager, told our reporter: "PEAK did not deliberately create the exclusive brand of post-90s, but let its products meet the needs of the post-90s group, such as a more fashionable and professional design."

PEAK sports CEO Xu Zhihua said that the post-90s will face the challenge of internationalization from the first generation, their confidence source is the Internet age, which requires the sports brand to break through the limitations of thinking in the process of operation.

With the relative scarcity of sports resources in China, enterprises can think globally, take the Chinese market as part of the global market, and seek quality resources for marketing in international competitions.

Hou Lidong said: "after 90 like NBA, so PEAK will increase investment in the field of NBA, and PEAK has also started cooperation with WTA, playing the fashion card of women's tennis, which is also liked by the group after 90's."

With the upgrading of the consumption ability and taste of the post-90s generation, China's sports brand is faced with how to enhance the connotation of brand movement in a certain period of time, enhance product design, enhance product quality, and enhance more detailed service to consumers, so as to narrow the distance from international brands.

At the same time, taking into account the distinct personalization of post-90s consumers, more different types of events can become the focus of sports marketing.

Zheng Jie said, after prizing 90, "we will also do a good job of research for them, and then make our brand promotion ideas and brand promotion methods more close to the needs of consumers after 90's."

In the implementation of post-90s marketing strategy, the systematic and continuity of strategy is also particularly important.

Recently, Lining's chief market official Shiwei resigned, and he is the director of marketing communications after Lining. At the moment, it is not yet clear whether Fang Shiwei's departure is related to some setbacks encountered by Lining after 90's marketing, but his resignation will have a certain impact on the continuation of the strategy.

In view of this, Ma Gang thinks, "during this period, Lining was in a relatively sensitive period, so that some strategies seemed rather confusing, and the ideas expressed were not expressed.

But as a mature domestic leading enterprise, Lining will continue the direction of marketing after 90, because this is the general trend.