Battle For Her Economy: Sports Brand Shows "Killer".

market

If you take a careful look at this year's sports brands at home and abroad, you will find that they are increasing the proportion of women's lines in the product line.

In fact, as early as 2009, the representative sports brands in the Chinese market such as Nike, Adidas, Lining, XTEP and so on had made efforts to break the market for women. The major sports brands in the Chinese market were faced with the competition of "her power" after the battle of the 2008 Beijing Olympic games, and whether the successful position of the position would decide the position of the future Chinese sports brands in the world pattern.

All brands aim at "her economy".

In January 2009, Nike launched a promotional campaign called "Be Transformed Metamorphosis" in the Asia Pacific region.

And the theme is divided into "changing in the attack", "dancing in the pformation", "changing in the rhythm", "in the pformation of" many sub themes, advertising spokesperson is a group of female athletes, the choice of sports include sandbags, taekwondo, rope skipping, bicycles and dance.

Through the form of athlete soliloquy, it expresses women's consciousness of challenging themselves.

In addition, Nike chose the activity form of "National University campus dance competition", and launched activities in various colleges and universities in the form of layers of selection, which led to the enthusiasm of college girls in sports dance. Nike's brand influence was also deeply rooted in the hearts of the people.

Adidas "Myself" pays close attention to itself

Compared with Nike's younger target consumer group, Adidas locates in the mature white-collar women group. Its core concept "Myself" is different from Nike's "pformation" to encourage women to break through themselves, but emphasizes women's concern for themselves.

In order to emphasize the concept of "self concern", Adidas combines various sports elements to create Adidas Yoga aerobics, Adidas body jam aerobics, Adidas dance aerobics, and Adidas aerobic boxing.

Like Nike, the image in its advertising performance is a personalized fitness trainer, and the advertising creative elements involve sandbags, yoga and aerobics.

Using real narrative techniques to convey individual emotions in different situations of women.

The "Me, Myself" story collection activity is to encourage every woman to discover and tell their own stories, to find the real self, beyond the real self defined by society.

Lining's "Inner Shine" emphasizes internal

"I only care why I move, not how to move. I try to communicate with your body. Pain can be changed, pressure can be a motive force, try to reconcile with your body, accept it so pliable, accept it so strongly, try to live in peace with your body."

This is Lining's ad copy last year.

Compared with the health, sports and power beauty that Nike and Adidas have all along praised, the Lining Inner Shine women's fitness series emphasizes the inherent light and temperament, which can better reflect the charm of Oriental women.

In order to better reflect this theme, this year's women's series hired Lin Chiling as endorsement.

As Lin Chiling said, "every woman has Inner Shine. This is a kind of inner strength.

And sports can make this power accumulate and become powerful.

At the same time, this power can be released and radiated from inside and outside. "

Anta's "heart beat" release

"The heart beat" is a brand new concept of women's movement proposed by Anta brand this year. It advocates the release of self motivation through aerobic exercise and the pmission of an active, active attitude towards young women.

The series opens Guo Jingjing, Jane Zhang and Zheng Jie as spokesmen for their women's sports series, hoping that they can better convey positive and happy sports attitudes to female consumers.

As Xu Yang, assistant president of Anta Sports Products Limited, said, "the three spokesmen, though living in different fields, are also blooming on their respective stages. At the same time, their love for sports and the image of health, self-confidence and happiness vividly depict the desire of modern women for self enhancement."

Under this theme, Anta launched a series of women's products suitable for women's indoor sports, while 361 degrees launched the "log book" women's life sports series.

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How to play "her economy"

Firmly grasp her "heart"

Lining launched Inner Shine advertising

Whether the product itself, or the publicity of products and brands, only closer to the ideals of consumers, the more consumers can resonate, the more willing they will be willing to pay for shopping.

Nike's "pformation" encourages women to constantly break through themselves. ADI's "Myself" focuses on women's self-consciousness. Lining's "inner shine" emphasizes the inner light and temperament. XTEP's "open heart beat" advocates women to release themselves through aerobic exercise. It is easy to find that these themes are concerned about the inner state and living state of the contemporary women. This theme is easy to arouse the inner resonance of women.

Apart from advertising in the media, several brands have launched related activities.

Such as Nike's "national college dance competition", Adidas's "Me, Myself" women's thousand people fitness activities, Lining's YOGA WORKSHOP activities, and so on, the personal participation can achieve the propaganda effect is an important reason for these brands to choose the event marketing.

Follow the fashion rhythm.

Li Nacheng, a cyber tennis player, snatch spokesmen for sports brands

The sports brand that wants to get a share in her economy can not bypass the topic of fashion naturally.

The fashionable way of sports brand is not only used in products, such as color, style, fabric, design elements, etc., but also in advertising and advertising, we need to create a new fashion trend.

Looking at these major sports brands, it is easy to see that they are all following the pace of fashion.

For example, yoga, tennis, Latin dance and other fitness methods are popular nowadays. As the spokesmen of various brands are also closely related to fashion, the relationship between the stars and fashion of Li Bingbing and Lin Chiling is not to mention. The sports stars of Guo Jingjing and Zheng Jie can see their figure in fashion magazines and fashion parties. The lifestyle advocated by all brands, whether concerned with the heart, breaking through themselves or releasing themselves, is a perfect interpretation of the fashionable life concept.

Make good use of the media and get twice the result with half the effort.

Only when appropriate media and suitable advertising time are put into advertising, products and brands can really reach consumers and produce corresponding communication effects.

Take Nike, its target consumer group is a young growth group, so the advertising media's form is also aimed at college girls' habits, mainly based on Internet.

Launched the Nike training club on the nikewomen.com official website, and QQ launched the "Metamorphosis" QQ SHOW match contest with Baidu, and set up a long-term sports question and answer column in the women's sports column.

QQ and Baidu can be said to be one of the most popular network tools of the current youth group. It can be seen that Nike is still more accurate in its media habits of young growth people.