The Breakthrough Of Sports Brand "Sports Marketing" Is Coming Soon.

In this year's All-Star basketball tournament, PEAK has become the largest Chinese star in the history of the all star weekend.

There are signs that China's local sporting goods brands have begun to accelerate their brand promotion, and have referred to "sports marketing" as an enterprise.

Slogan promotes brand image

The sporting goods industry is a spirit that attaches great importance to consumers.

Taking XTEP as an example, although the slogan "let sports be different" was introduced in 2008, but from the beginning it pursued a brand concept different from the traditional sports spirit. The concept of "sports oriented and fashion oriented" clearly solved two important problems: market positioning and consumption orientation.

Therefore, whether Nike's "JustDoIt" or Adidas's "NothingIsImpossible" is 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, the soft elements such as product design, brand story and even the business philosophy behind them must be matched. This unity comes from the depth of brand, and the release of brand internal force in every action, which can enhance brand in the real sense.

Innovation + terminal is the highlight.

By comparing the local sports brand with the international sports brand, it is easy to find that there are two main reasons leading to the difference in the brand influence. One is that the soft means such as marketing techniques are far behind, and the other is the shortage of hardware based on products.

Therefore, for local sports brands, terminal construction and product innovation are also important.

The most visible part of each company's annual report number is the capital invested in product development.

Nike has said that the research and development of scientific and technological products is the key to success. Nike has spared no effort in developing new shoe materials, fibers and modern design.

From another point of view, Nike focuses on the driving force of research and development of new products, or the changes in the behavior and attitude of target consumers.

Compared with Nike and Adi, which frequently account for more than 10% of R & D investment, domestic brands 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, with the gradual deepening of the consumer market, the development strategies of local brands are being adjusted accordingly. Lining's brand research and development center is entering the US Portland. It is a positive sign. XTEP, Anta and so on are also focusing on the development of new shoemaking technology.

In the increasingly mature and rational market of consumers' consumption concept, the emphasis on endogenous growth mode has replaced the impetuous advertising bombing. It is an inevitable trend for the impetuous advertising bombing. In view of the whole industry chain of sports products, the reform of R & D and product design links has continuously developed new products that are suitable for the market, that is, reducing the manufacturing cost, and constantly seeking new consumers. At the same time, the brand status is further enhanced. Therefore, the R & D design of product links is the root of the development of the whole chain to a virtuous circle.

In terms of terminal construction, the rapid expansion of China's local sporting goods brands has indeed achieved a good channel layout, especially in the two or three line market.

According to statistics, at present, Lining, Anta and XTEP, the three largest Chinese sports brands in the country, have more than 7000 stores in the country, and firmly occupy the advantage of channel resources.

However, the era of frequent appearance of consumers relying on stores has passed. How to pform the quantity advantages of the channels into quality advantages? The upgrading method of terminal image has become the key issue of brand promotion.

At present, most sports resources are monopolized by brands such as Nike and Adidas. When Chinese local brands want to break through sports marketing, they need the core competitiveness of enterprises. The support of ability is the guarantee for the pformation and upgrading of brand positioning. Building cost advantages, product research and development advantages, material innovation advantages and professional service advantages can provide opportunities for local brands to surpass international first-line brands.