Clothing Brand Promotion Is Not Just Competition Resources.

Recently, a friend asked me, "are you concerned about it? Lining The latest news: Lining CEO Zhang Zhiyong said: Lining's new strategy tries to match the multinational brand by price. In the three quarter of 2010, the price of footwear orders increased by 11%. Order The amount fell by 6% over the same period, but prices continued to grow. "

Since the start of the bid and Lining, Lining has not stopped. The high frequency market movement has made most people in the industry start to feel numb. However, the report of Lining's strategic increase in price has touched the heart of the Chinese local sporting goods brand, because raising the price represents the expectations of all the local sporting goods brands in China, and is also a manifestation of the high-end brand. The paradox is that it seems very difficult to raise prices in the two or three line market where China's local sporting goods brands live. The sudden rise in price of the brand that the people have formed is bound to need a price increase and the cycle of adaptation, especially the sporting goods industry full of alternative brands and the increasingly competitive Chinese two or three line market.

We can say for sure: to raise prices, we must first enhance the brand and adapt to the two or three line market in China. Brand orientation The trend of consumption.

In the February 21, 2011 NBA all star game, PEAK became the most famous Chinese brand in the history of the NBA All-Star weekend. Anta helped the Chinese sports delegation to take part in the 2012 London Olympic Games. Before long, it signed the three figure spokesmen of Zheng Jie, Guo Jingjing and Jane Zhang.

There are various signs that China's local sports brand has accelerated the way of brand promotion, and referred to "brand orientation" as an enterprise development strategy. However, the brand promotion of Chinese local sporting goods brands should not be overly concerned, but should not be ignored.

Brand promotion is not just a slogan.

Lining once questioned "everything is possible" and just adjusted "makethechange", Anta "never stop" as a brand appeal; XTEP said, "let sports be different"; 361 degrees emphasized "more love"......

It can be said that local sporting goods brands see the sports market competitors so strong, respectively, using the roundabout curve marketing FromEMKT.com.cn, to tell their own brand story, promote brand connotation.

Taking the more obvious XTEP as an example, although the slogan "let sports be different" has only been mentioned in 08 years, but from the beginning it pursued a brand concept different from the traditional sports spirit. The unique concept of "sports oriented and fashion oriented" clearly solved two important topics of market positioning and consumer positioning. The concept of fashion sports and the characteristic culture made XTEP attract large numbers of young consumers and become one of the first tier brands in the domestic consumer market. Looking at the series of actions of XTEP in recent years, sponsoring TV variety shows, naming portal website entertainment channels and signing happy girl endorsements are indeed the way to combine entertainment marketing and sports marketing, and their brand positioning has always been consistent. This unique market segmentation strategy and precise implementation strategy will be a magic weapon for any brand.

Similarly, Anta and 361 degree market performance are commendable, especially the 361 degree strong Asian Games strategy to help the brand completely get rid of the second line impression, but these still can not let the local combat XTEP compete against Nike and ADI's offensive, in addition to the gap in capital investment, more thinking, I am afraid, in the learning marketing mode, we should also analyze ourselves, deepen the connotation and concept of the brand, and fundamentally solve the communication language and communication mode with consumers.

Sporting goods industry, because of its unique consumption environment and competitive environment, especially the relationship between sports itself and people's spiritual life, is quite different from the straightforward declaration of brands in other industries. Digital and household appliances can flaunt their technological content, and real estate can play a killer role in improving the quality of life. Food must emphasize the sense of enjoyment from taste. However, besides the comfort of its own, sports products also need to give the brand soul, especially as the endorsement of sports spirit, which can resonate with consumers.

It can be seen that, no matter "justdoit" or "nothingisimpossible", they are no longer limited to the level of product perception, but to a spiritual level of encouragement. Of course, this is not just a simple slogan, but a brand culture that has been accumulated over the years. When slogans are contacted with consumers through advertisements, there must be a spokesperson and public relations activities conforming to this concept. At the same time, the soft elements such as product design, brand story and even business management concept must match. Such a unification comes from the depth of the brand, and the release of the internal force of the brand in every action, which can really enhance the brand.

Brand promotion is not just competition resources.

It is undeniable that it is the most effective way to invite celebrities to speak and occupy resources.

The "basketball giant" of Adidas, on the side of Yao Ming, and their "personal charm" have yielded substantial results. This simple way of sports marketing has also made some of the local sporting goods brands stand out and rise rapidly, but short-term imitation does not represent long-term imitation. It is really hard for them to play big concept cards in sports field. After all, sports events resources are limited, available spokesmen are also limited, and high-quality sports industry resources are separated by Nike and Adidas. Even in the Olympic Games held at home, Adidas has been robbed of official partners. During the world cup, Nike and Nike also sponsored 2/3 of the teams. Nike signed the "China flying man" - Liu Xiang Such a strong oppression, so that local sports goods brands in the sports field directly and long-term competition resources with the international giants, is like finding their own way. {page_break}

Brand promotion is to go to the bottom.

The bottom is product and terminal, which are the two most important parts of China's sporting goods brand, and the two most easily ignored factors.

Carry out product innovation in the end

Compared with the international brands, the difference between the local sports brands and the international brands has led to a great disparity in the brand influence. Apart from the soft factors such as marketing techniques, they are really unable to catch up with the international brands.

First of all, the most visible part of the annual report numbers of various companies is the funds for R & D investment. Nike said: "the research and development of scientific and technological products is the key to success. One of the factors of Nike is that we are developing new shoemaking materials, fiber and modern design." From another point of view, Nike focuses on the driving force of research and development of new products, or the changes and novelties of target consumers' behaviors and attitudes. Compared with the R & D costs of Nike and Adi, which frequently cost more than 10% of sales, domestic brands seem to prefer to invest huge sums of money in marketing and advertising. This is also the result of the overall market environment and competitive environment in China.

However, as the insight into the consumer market is getting deeper and deeper, the development strategies of local brands are being adjusted accordingly. Lining's brand research and development center is a positive sign to enter the US Portland. XTEP, Anta and so on are also focusing on the development of new shoemaking technology. In the increasingly maturing market of consumers, it is an inevitable trend to pay attention to endogenous growth mode instead of impetuous advertising bombing. Throughout the whole industry chain of sports products, in the process of R & D and product design reform, we have constantly developed new products that adapt to the market, that is, reducing manufacturing costs, and constantly seeking new consumers. At the same time, we further enhance the brand position. Therefore, the R & D design of product links is the root that leads the whole chain to develop in a virtuous circle.

Secondly, seeing the operation of Nike and ADI in China, mainly from the product point of view, the two occupy the commanding heights of the largest football and basketball field of Chinese consumer groups, constantly develop new technology application market, and play marketing cards at any time according to major events. When the top players in international competitions are constantly flashing Nike or ADI logo, we have to admit that they are well versed in the Chinese market, and even better understand the preferences of Chinese consumers.

The lack of products in football and basketball series has always been the biggest criticism of domestic brands, so that Lining has to develop products from table tennis, running and other fields. But the characteristics of these relatively small market can not be changed. Although PEAK focuses on the development and marketing of basketball products, it has not been directly competing with Nike in the first-line market, and the lack of product support is bound to be an important reason. To conquer most of the domestic consumers, especially Lining, in order to make the changes happen, the most important thing to change is the need for closed practice. It is still a concentrated study and accumulation in the field of football and basketball products in the vast consumer market. For this reason, Lining and PEAK have gone abroad to enter the United States to establish R & D centers. How many ancient chivalrous visitors have visited the famous mountains to search for the complex mood of hope, vision and heroic spirit.

Building terminal construction to the end

The rapid expansion of China's local sporting goods brands has indeed achieved a good layout, especially in China's two or three line market. It is reported that at present, Lining, Anta and XTEP, the three largest Chinese sports brands in the country, have more than 7000 stores in the country, firmly occupy the advantage of channel resources, but the era of frequent occurrence of consumers' attention by relying on stores has passed. The key lies in how to transform the quantity advantages of the channels into quality advantages, and the promotion of terminal image becomes the top priority of brand promotion.

For a "God" dealer who has a strong relationship, their focus is on profits, and then the support of brand operators in product R & D, advertising and activities, and brand building and upgrading are not within their consideration.

Therefore, the implementation of terminal promotion activities, the replacement of terminal POP, the display of terminal products, and the service attitude of terminal salesmen... These problems have always plagued the brand operators, and have become the "balance point" between the brand operators and distributors. On the one hand, dealers demand the terminal POP image and terminal activities; on the other hand, they hope that brand operators can give maximum support in terms of capital and execution. Brand operators obviously can not meet the needs of diversified distributors. {page_break}

From this point of view, the promotion of terminal image will become the key point for Chinese local sporting goods brands to solve and coordinate. When consumers' "brand oriented consumption" gradually turns from advertising and activities to terminals, how to form a community with distributors and jointly promote the brand promotion from the terminal image is a new topic for Chinese local sporting goods brands. This is also a hidden danger of brand promotion for Chinese local sporting goods brands in rapid expansion.

To achieve breakthroughs and long-term development of Chinese local sporting goods brands, brand upgrading is a required course that needs time to accumulate. This is like playing chess, seeking to eat more chess pieces or win the final victory.