The Dark Horse Runs All The Way 361 Degrees.

The author was slightly touched when he made a brief understanding of the development history of the 361 degree company.

Mr. Ding Jiantong, chairman of the 361 degree group, used to cultivate land as the main business and sideline to play suona in the traditional Gao Jia drama in Southern Fujian.

Readers can imagine how much courage it takes for a 40 year old farmer to take all his family to an industry he never touched before in that exciting era.

I suspect that Mr. Ding five, now president of the company, may be one of the four children he sent to shoe factory in the same year.

For Anta's "first rise", XTEP's "Red Star Entertainment Marketing", intensive farming, refined production of love, "basketball shoes" Jordan, "the first listing" Hongxing Erke......

361 degrees seem too late, or just like a dark horse in the industry.

In 1994, Buick (Fujian) footwear industry was established; in 2003, the 361 degree company was established to undertake Buick shoe industry.

In 2003, it won the title of "national inspection free product" and established its sales center and first store in Europe. In 2001-2004 consecutive years, it has won four sales of Chinese sports shoes for three consecutive years, more than 4500 retail outlets in 2005, and won the honorary title of "China famous brand". In 2006, it was awarded the "well-known trademark of China" by the State Administration for Industry and commerce.

2008 Beijing Olympic Games is coming soon, 361 degree carries 6 big brand resources: CCTV5 entertainment basketball, Xiamen International Marathon global partner, national badminton team TOP partner, etc., the media resources include CCTV2007-2008 sports program live broadcast partner, CCTV "the same song" public welfare strategy partner, Tencent network strategic partner, etc. at the same time, the joint national badminton coach Li Yongbo, excellent badminton player -- full of courage, never say die Lin Dan, beyond age, beyond the self Zhang Ning, to explain 361 degree "the courage to do self" core brand value.

Plus 361 degrees to win the 5 million small win NIKE, won the CCTV "2007 - 2008 sports live broadcast" program sponsorship, the media impetuosity propaganda "361 degrees to fight NIKE".

This black horse is running all the way to the domestic and international sporting goods market.

But this does not mean that the 361 degree operation has been perfect.

The brand communication strategy is slightly inadequate. For sports brand, the establishment of the core value is very important.

"To be brave" is the core value of 361 degrees. Although it is not a special excellence or very high concept, it is also enough to support a big brand. The key to the rest is to spread and shape the brand of 361 degrees and "brave to be yourself".

(1) Mr. Li Yongbo, the 361 degree president of the core spokesman, interviewed by Tencent in May this year, said that the three soul figures endorsed by Li Yongbo (national badminton coach), Zhang Ning and Zhang Ning, 361 degrees, fit our brave culture very well, which is the best interpretation of the 361 - tier brand core value - the courage to be the best.

Ding also introduced Mr. Li Yongbo, who was once an outstanding athlete and a coach who led the badminton team out of difficulties and brought brilliance.

The author does not doubt that Mr. Lee's endorsement can add 361 points to the "sports attribute", but such operation must first consider the characteristics of the brand.

361 degrees as a sports brand, sports attribute is not clear, not like Anta sports Anta advertised, it is more focused on entertainment, leisure, sports attributes, our important marketing activities from the country "entertainment basketball" and "free 361" is 361 degrees hope to convey to consumers the concept of sports leisure interpretation, you can have a little knowledge.

The 361 degree president said on the purpose of the company's exhibition at the China international sporting goods exhibition. If you feel the 361 degree youthful, athletic vitality and momentum from this exhibition, our aim will be achieved.

So what is the key to these attributes, whether sports, entertainment, marketing, or momentum?

It's younger and more fashionable.

Therefore, it is unwise to invite Mr. Li Yongbo to endorse him.

So far, I have not seen the 361 degree advertisement of Mr. Li Yongbo.

At this year's Jinjiang shoe fair, it is shocking that the giant screen displays are very impressive for many of Lin Dan's advertisements.

If the 361 degree company considers putting an advertisement about Mr. Li Yongbo, we should think twice.

Zhang Ning's advertisement should be careful in predicting his professional performance.

For the spread of a non famous character, more communication costs are often needed, and consumers often do not readily recognize it.

Recently, the "361 degree" outdoor advertisement has been produced beautifully and beautifully, and the advertisement has been very successful and colorful.

However, the author thinks that although the 361 degree has already won many national honorary titles, its popularity, whether in Jinjiang or in the whole country, will be diluted by the brother brand of the same city. So what it needs now is to enhance the image and height of the enterprise with the help of Lin Dan's personal image.

361 degrees should spread more energy and resources in this area, in cooperation with the national badminton team.

(two) the spread of strength. The dissemination of brand value is very important, and the reason why the international brand makes Chinese consumers subdue and "look up" is another important reason because of its strength.

When looking at the development history of the 361 degree company, he unconsciously discovered this information: 2001-2004 years in four years, he won the third class sales of Chinese sports shoes.

Although in recent years, the brand communication and exposure intensity of the 361 degree is very high, but in view of many sports (Sports) brands in Jinjiang, such as CCTV and other media are constantly marketing planning, brand publicity, so the dilution of a lot of communication effect.

Among many brands, consumers may think that the brand names of these cities may be very different.

In the field of brand communication, the first is better than the best. I believe that Ye Maozhong, the 361 degree think-tank, must know that.

Although 361 degrees in sports shoes category is the first is not consistent with the fact, and if "2001-2004 consecutive years four consecutive years of China's sports shoes sales volume three" and high-intensity advertising to spread, then its position in the minds of consumers, at least third!

It can quickly be highlighted in many Jinjiang sports brands, and the height and momentum will appear immediately.

Anta has been firmly in the minds of consumers for several years. It has been closely related to its continuous CBA huge funding, the six consecutive year's market share of the sports shoes industry, and even to some consumers that Anta has surpassed Lining.

Market share is a very sensitive and explanatory data of a company in the market. It can explain the strength of an enterprise very well.

On the other hand, it also shows that the products of the company are welcomed by many consumers. China does not have an old saying: the eyes of the masses are bright.

In 2003, 361 degrees set up a sales center and the first store in Europe.

Many international brands rely on international heights to overlook Chinese sports brands. Similarly, when Chinese sports brands begin to expand their brands internationally, they need to convey these brave and proud information to Chinese people and give them high marks.

When Lining sponsored foreign basketball team to beat NIKE sponsored Chinese basketball team, consumers agreed with Lining's gradually launched international strategy, and the brand was highly recognized by consumers.

And 361 degrees set up a sales center and the first store in Europe. The fact that the international market will be opened up will greatly increase the international level of 361 degrees.

Of course, it needs publicity, publicity and publicity.

Is the innovative order mode "innovative"?

It is learnt that at present, the order system adopted by many shoe enterprises generally adopts the principle of "fixed sale", and the agents at each level (provincial level) decide the sales volume for half a year according to the new products and past experience, and order them to the manufacturers, and then distribute them to the franchisees and distributors.

This practice is out of step with the market, which is likely to lead to a "backlog" of the "sell out" and "slow-moving" sales of the best sellers, resulting in huge waste and financial pressure. The reason is that the goods are judged by the agents according to their experience, which may be different from the market, and the products are produced on the basis of the orders determined by experience.

So how did 361 degrees innovate?

According to Xia Youqun, director of marketing at 361 degrees, the "futures order mode" that the terminal participates in is to invite customers to place an order in the form of order meeting. Then the enterprise arranges raw material procurement and production links according to the amount of order placed by the franchisee and agent, and finally delivers the goods in batches according to the order of customers.

From the introduction of Xia director, we can come to the conclusion that the 361 degree so-called innovation order mode is mainly based on "ordering quantity according to the franchisee and agent", and "delivering goods in batches according to customer orders".

In fact, this does not necessarily mean much innovation. First, 361 degree companies only refer to the "experience" of franchisees and distributors on the basis of previous experience, and use the "experience" to decide that the overall situation of production decisions has not changed; secondly, they only use batches to decompose the overall order quantity, hoping to ease the mistakes caused by experience judgment.

The core of the "innovation" of ordering mode is how to turn production from experience judgment to market decision.

The ever-changing market is not completely controlled by experience, but once a major judgment lapse, the price can be painful.

How do we innovate the order pattern thoroughly?

The operation of the international fashion apparel brand, which has attracted much attention at present, is worth learning.

ZARA realized 10-14 days of reactive production and distribution, that is, its leading time (from design, development, production to distribution to terminal) to be completed in 14 days. Its stores sell orders two times a week according to the sales situation. Most Jinjiang enterprises only hold two orders a year, spring and autumn.

The ZARA's order mode is fundamentally "innovated", basically determined by the market itself rather than by experience.

The rapid response of the computer information system, the integrated supply chain, and the shortening of the supply chain...

Of course, the renewal speed of the sports shoes industry is not necessarily comparable to that of fashion, but this fast concept can bring innovation to the order pattern, resulting in qualitative changes, that is, judging by experience, the market is determined by the market itself.

For 361 degrees, we want to get such a fast force: first, we should improve factory production management, carry out "thin body movement" and improve flexible production; secondly, the construction of computer information system, which is believed to have been established in many Jinjiang enterprises, has not really played its role; thirdly, it has integrated and shortened the supply chain.

The purpose of this operation is not to refer directly to the order pattern. "Multi variety and less batch" is a general trend of production. The construction of the above quick response is helpful for enterprises to take the lead in the next trend.

Of course, for Xia director, the enterprise should not simply pursue the quantity of the order, but pay close attention to the reasonableness of the goods ordered. The order will be really considered for the franchisee, the dealer, and the common win can be long. It is the real sense of marketing victory that is worth pursuing.

I deeply agree.

Although the positioning of the brand positioning "professional sports" is certainly desirable, but there are Lining, Anta, the international brand NIKE, Adidas and so on are clearly positioned here. How many opportunities are there for the 361 degree to be placed in "professional sports"?

The positioning of brand determines the direction of brand communication and marketing.

In terms of brand communication and marketing in recent years, the brand positioning of the 361 degree has been swaying, though its brand building has made remarkable achievements.

I recommend 361 degrees to avoid the temptation of "professional sports" and differentiate from international brands and domestic strong brands so as to avoid fierce competition and create their own "blue ocean", with the strength of the accumulated market in this subdivision market to win a seat in the shoe market.

The author suggests that 361 degrees should be positioned in the "fashion movement" to sell and spread the brand with entertainment as the main line. It may be easier to win the glory of the next station.