Fashion Sports Market Is Again Subdivided Into &Nbsp; Seeking Repositioning.

A few days ago, the Chengdu Sports Fair held the scene, the flying Cup China sports model competition began. Behind this feast is flying. brand Repositioning of positioning: a series of business combinations such as sailing series and golf series, which are based on the rich culture of the United States. fashion Sports brand emerges.

In addition to flying, a group of fashion oriented sports brands such as Yali, Starling, and Anderson began to search for a more blue ocean in the mass fashion market. For example, Yali introduced the Chinese national costume, which not only retained the characteristics of the sport itself, but also merged into it. Classic Fashion, leisure and other diverse styles, unique style of fashion, let the industry take a look.

Then, how should we identify the new brand of new culture and new market? Are they able to get the first barrel of the new market? After emphasizing the fashion movement, how to establish an efficient and fast market feedback system to really drive the fashion trend? All these will be the new problems that sports brands need to solve in the fashion alienation road.

Fashion movement again

A few days ago, the reporter learned from flying control Holdings Limited that the flying mark was upgraded completely, using the eagle image of tension and sharpity, no longer using Chinese fonts, but blending the whole English homophonic, showing a condensed beauty and magnificent structure. According to Dong Wei, the brand manager of flying Holdings International Limited, unlike XTEP, popular birds and other popular sports brands, flying in addition to flaunt sports, fashion and personality, it will also embody two key words: confidence and taste.

"Under the background of a brand culture, we have seen the fashion of popular life through yacht series and polo series. We hope that we can bring business culture into the brand, and the product series with the main melody of American urban culture is an example. The fashion of business movement extends the original consumer group to fly, and to a certain extent, it effectively separates the current fashion trend of the market to lock more young people." Dong Wei said.

At the same time, aride, who is famous for his comprehensive profession, has announced that this season's new products will be striding from professional movement to fashion trend, announcing the new era of the construction of aride, and a group of Quanzhou sporting goods featuring street sports characteristics, such as Qi anda and Starling, are also beginning to attack the fashion sporting goods market.

The industry believes that in the homogenization of the serious market, only the innovation of differentiated brand positioning can be impressed in the minds of consumers. Judging from the current market of sports and sporting goods in China, the capacity is still very large, and constantly labelling the fashion with personalized labels, such as street, business, leisure and public life. This is also an important factor for many brands to view the market as a new blue ocean.

With the advent of the post Olympic era, the gap between the domestic sports brand front line and the two or three line camp has been widening. The growth sports brand can not overcome or surpass Nike and Adidas giants in the field of professional sports. In Quanzhou, the brand hegemony of Anta and other professional sports fields can not be shaken, while fashion sports and leisure sports are crowded with numerous brands. We hope to find new market breakthroughs under the close competition of homogenized and competitive rivals. Bu Zhi BA (China) Co., Ltd. brand relevant person in charge thinks.

More industry insiders believe that after the 2008 Olympic Games, the market has entered the post Olympic era. "We know that the post Olympic era is a time when people return to the Olympic Games and interpret the essence of sports. The true meaning of the Olympic Games lies in fighting and participating in the challenge of self and pursuing peace. The essence of sports is to enjoy the joy and pleasure brought by the movement itself. When the Olympic craze is fading, the terminal profitability continues to decline, and the contradiction between the input and output of market operation is becoming increasingly prominent. It can be said that the Chinese sporting goods industry is moving towards a crossroads, returning to fashion to reflect the movement. Ali leader said.

Product differentiation needs to be followed up.

In the eyes of many people in the industry, the brand image difference is recognized by people, and the product has the opportunity to let consumers recognize. This is especially evident in the brand building and marketing oriented sports shoes industry. As the stylish sports originator XTEP pays attention to functionality and comfort at the same time, it vigorously tilts to the fashion. It pays attention to integrate the fashionable elements into the product design at all times, and is more daring in the use of color than the same industry.

Chen Shixin, an industry personage, thinks that these can be used for reference. These brands that are fighting in the fashion sports market need not only to create a distinct brand personality of fashion, but also to use "Sports" to differentiate other "professional sports" brands and "leisure" brands, and guide the life concept with a more fine trend culture. Finally, the brand spirit needs to be directly transmitted to consumers through products.

For those brands trying to open up the blue market of fashion market, in addition to creating a concept and using this concept to carry a brand connotation and value, a complete market strategy is particularly important. How to set up the feedback system of fashion market more specifically is a topic that most of the sports brands who devote themselves to the fashionable ocean need to pay attention to.

Marketing expert Hu Baoming believes that the core culture, value proposition and brand personality of enterprises should be systematically sorted out. The value behind the brand reflects the consumer's attitude towards life, so as to attract consumers and gain market recognition. Specifically, we need to establish a sound system from the enterprise concept, organizational structure and management process, reorganize and optimize the internal and external resources of enterprises, and accelerate the upgrading of enterprises through scientific, systematic and standardized management system.

Secondly, we need to build a flat organizational structure so that enterprises can maintain smooth communication channels, precise instruction transmission, excellent management cost control, and more importantly, they can react quickly to the market.