Diadora Brand Helmsman Tan Qiang: Restore The Charm Of National Treasure Brand

Tan Qiang, managing director of Diadora Diadora sporting goods company

Historical background: Italy national treasure sports brand

Reporter: tan you as Diadora

Tan Qiang: Diadora is a national brand sports brand in Italy. It has a history of more than 60 years, and has entered a history of more than 30 years in China. It has developed ups and downs over the past 30 years, because in the past it was mainly agents who were acting brands, so they did not really set up their own advantages in China.

In 2008, the Yongjia group of Hongkong became the operator and owner of the brand Greater China region. We adjusted the brand and hoped that the brand would be adjusted.

Although Diadora has such a deep foundation, the market is changing at any time, and the competition is fierce, including the competition among international brands. Only Italy sports brand has 10 in our country, and some domestic sports brands have also developed very well.

In this case, how does Diadora show itself? So we have been thinking about this issue since we bought the brand.

Industry trends: from functional to fashion

Reporter: what do you mean by market changes?

Tan Qiang: a key market change is that in 2008, we all called "good sports brand". When we met the Beijing Olympic Games, everyone looked at the market very optimistically. But after 2008, the whole sports industry entered a period of downturn.

Before 2008, the growth of sportswear reached more than 30%. At that time, there were many sports shops and many brands, and the homogenization of products was very serious.

The situation of product homogenization needs to find its way out.

We see such changes in the market. From 2008 to 2009, we made bold adjustments, emphasizing the functional adjustment of products in the past to pursue sports and fashion.

Reporter: I feel that after the 2008 Olympic Games, many brands from the original stressed that they are a genuine sports brand, changing to take the fashion line, including the well-known brands such as Lining and KAPPA, which are close to fashion in the way of brand design and propaganda. I think this is the general trend of the whole industry.

Tan Qiang: Yes.

There are two trends in the development of sports brand, one is specialization, and the other is the fashion you just mentioned.

In fact, exercise itself is fashion, and sports in life become fashionable.

Diadora has deep thoughts on fashion interpretation. When a lot of sports brands take the fashion of sports, how to highlight Diadora? Even though he is now a Italy brand, Italy brand has several other brands, so we need to find our way out.

We are trying to make a breakthrough in another direction. We can see that other sports brands today mainly follow the style of Japan and Korea, and at the same time advocate the idea of being younger. So the style of the products is bold and strong.

Since Diadora is a Italy brand, we decided to follow the original Italian style which is different from that of Japan and Korea.

Differentiated positioning: low-key luxury Italian style

Reporter: the style of Italy makes me feel more luxurious.

Tan Qiang: it should be low-key luxury, the overall feeling of elegance, atmosphere, color is not publicity, the most important thing is to pay attention to the interpretation of detail.

Diadora is also adhering to this style. Our clothing and footwear attach great importance to the pursuit of details.

Since the autumn and winter of 2010, the style of Diadora's products has been adjusted. This adjustment has aroused the suspicion from the team and the cooperative marketers, but I am very confident.

First of all, the brand gene is European, and the Japanese and Japanese wind has been popular for so many years. The market also needs to be adjusted, and the more important reason is that the European fashion has had a deep impact on the domestic market in recent two or three years.

You will find that many luxury brands have entered the country, and many people in the 123 line cities are familiar with it.

Some European fast fashion brands such as ZARA, HM and CNA are also popular in China.

Against this background, Diadora was originally a Italy brand. Why do we not adopt European winnowing? In the domestic sports brand, the brand that really takes the European low-key luxury route is only ourselves, which means less competition. We can boldly explore and summarize.

Reporter: do you predict that this authentic European style will be more competitive in the market?

Tan Qiang: Yes, as I have just said, from luxury brands to fast fashion brands, including some of the more casual European clothing brands that are more popular in Europe, we must seize this trend.

Another important point is that after all, we are a sports brand, which determines the general character of the brand, so we are very concerned about the price and the performance price ratio of the products.

In the past consumer's impression, European products are very expensive, they are more luxurious products.

But our philosophy is low-key luxury, but the price is real. We have to do more than Diadora in the first tier cities in the country, and the other two or three tier cities. This is the direction and goal we will take in the future.

Reporter: let's sum up, Diadora's advantage is a brand that has 60 years of history in Italy, and the second is that its design style is original Italian style. The third is that your product pays attention to the quality of products and has a high price to sex ratio.

Tan Qiang: that's right.

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Tan Qiang, managing director of Diadora sporting goods company

Brand promotion: focus on the development trend of new media

Reporter: then what kind of ways do you use to strengthen your strengths? Turn it into visible sales, or allow consumers to recognize these advantages? What do you do?

Tan Qiang: in fact, this can be said from several aspects: one is related to the process of building brand, first of all, the core is to seize our products, the product is the soul, including from design to production process to ensure quality products come out, and the high price performance ratio, product is the first step.

The second step is that we need to promote the brand. In terms of brand promotion, Diadora will pay more attention to consumers who have a high degree of loyalty to Diadora and are very aware. At the same time, we will also take care of some younger and fashionable consumers.

Therefore, in the promotion channels, we will not give up traditional media in the past, including our print media, but at the same time we will also focus on the development trend of new media. In general, the way of new media will be the core direction of our future communication.

Reporter: are there any attempts now?

Tan Qiang: there are some attempts, but not on a large scale.

Because our core consumer group is still relatively mature at present, positioning is between 25 and 35 years old, so the main application is some traditional media.

Unique advantages: high-end quality, civilian price

Reporter: just now, when it comes to the problem of price performance, I would like to know if the price of products like Diadora is better than those of Nike and other brands.

Tan Qiang: that's exactly what I want to say. In fact, I am heading for sports fashion. When you talk about fashion, in fact, there are two products in a product, one is its own performance price ratio, the other is the brand value.

At present, our brand value may be weaker than that of Nike and other brands. But judging from the design, material and quality, the value of our products is definitely lower than that of people.

So in combination with the two, our price segment belongs to the middle and high grade. In the middle and high-end brands, we have the unique connotation of Diadora, even more competitive than Nike in some products.

Take an example, our down jacket this winter, our price is 1800 yuan, it is definitely not a low price on the market, but our products give us confidence, our products are unique from fabric to design, from detail to technology.

So we are bold enough to speak. If the same products are sold to mature luxury brands, the retail price may reach tens of thousands.

Reporter: so your mentality is to make a high-end luxury quality, but at the same time have a civilian price.

Tan Qiang: Yes, the popular price.

Reporter: how many stores are there in China? What's the next plan?

Tan Qiang: in fact, sports shops are not the core of sports brand. We now have about 10% stores, but about 70% are in shopping malls and department stores.

Challenge: how to adapt to market changes

Interviewer: what do you think is the biggest difficulty that Diadora has encountered in the development of China?

Tan Qiang: the biggest difficulty is how to adapt to the adjustment of the current market. Of course, this adjustment is not necessarily a bad thing for us. We often say that danger is organic. For us, it is in such a situation that we can penetrate our brand into the market. We use a very positive attitude to welcome the adjustment of the market.

Reporter: in the Chinese market, sports brand competition is very saturated. There are both international brands and local brands. How do you view this competition pattern?

Tan Qiang: actually, this question is a little sensitive.

In fact, other international brands, I can only say that in sports brand, because there are too many brands involved can be said.

But if it is only classified into two categories from sports brand, one is international brand, then concentrate on the category of Italy sports brand.

Just now you pointed out a very clear situation, their style including their consumption target group is very clear, is very young, is very South Korea and Japan's kind of style, this is their current style of walking.

Since independence from Lining in KAPPA2004, it has been causing a very big impact in China, and this impact is very successful. Although many doubts are in it, the proven brand pformation is a very successful brand after changing the route.

In addition, its impact is very far-reaching, and some of our domestic brands are also doing well. They are also biased in this market line.

Reporter: many brands follow the KAPPA sports fashion route.

Tan Qiang: Yes, KAPPA really did very well in the sports and fashion field, and its influence is also very far-reaching.

Diadora is afraid to compare with KAPPA. I hope Diadora will become another successful case like KAPPA.

Diadora also walks the fashion fashion, the style is somewhat different, hoped Diadora can run out one's own road.

Reporter: you stressed that Diadora will have the quality to impress consumers. I think this is very demanding for brands.

First, we must have enough patience to let consumers recognize your brand and quality, and at the same time bear the pressure of profit.

Tan Qiang: quite right, the construction of brand and quality is a long-term process.

Frankly speaking, we are a company that has just started for more than two years. We still have a long way to go from our ideal standard. But our goal is very clear. If Diadora's brand is not guaranteed by quality, then the brand will have no life.

So we understand the importance of quality very much.

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Goal: Hongkong listing in 5 years

Reporter: what is the next goal?

Tan Qiang: there are two levels and a higher level. I want to let Diadora brand leave a brilliant page on the history of Chinese sports brand. This is the highest level.

On the other hand, I hope that the company will be listed in Hongkong within 5 years.

Reporter: will foreign capital be introduced?

Tan Qiang: I am not worried about this, because the Yongjia group behind Diadora is Hong Kong listed companies. He is the largest agent in ADIDDAS world, so we have very strong financial support.

Of course, if we can go public one day, we will pay much attention to sharing and sharing the target group.

I hope that one day we can share our fruits with our partners. This is my goal.

Reporter: you yourself are also fashions. How do you understand fashion? What is your usual style of dressing?

Tan Qiang: for me, fashion is a style and a certain attitude towards life that has been advocated for some time.

I tend to prefer casual clothes and shoes.

And it feels more comfortable and natural.

Reporter: so what kind of sports do you usually like? You do your own sports brand. What kind of sports do you like?

Tan Qiang: actually, my personal preference is table tennis.

I used to play very well when I was studying, and I used to represent school competitions.

But in the process of doing business, there is less contact.

Taste without gender

Reporter: we mentioned that fashion will talk about another topic, that is, taste, because always feel that taste and fashion are closely related to the two words.

Where do you think a man's taste should be embodied?

Tan Qiang: in fact, men and women are all alike. Their taste is personal connotation and personal accomplishment. This is from the heart and is very personal.

Taste shows individuality, connotation and culture to a certain degree and realm. His personality, personality and preferences probably reflect his taste.

I think no men's taste and women's taste, I think the same.

Reporter: what books have you been reading recently? Can you share with us what books you want to read and what books to read?

Tan Qiang: now I read fashion magazines and fashion information every day, mainly browsing the Internet.

I also read many fashionable books, and a book about management and market.

Reporter: you just said that you can browse some fashion consultations on the Internet. Is that mainly about some domestic websites? Or abroad?

Tan Qiang: there are both, because in fact, this space is very large, especially as I may be an occupational disease, our brand is an international brand, and his DNA must be in the world.

But how can we integrate into our domestic market, I think the two can not be or lack.

Focusing on details is both good and bad.

Reporter: so what do you think is your greatest strength and your own shortcomings?

Tan Qiang: I am more detail oriented and detail oriented.

But because of this, it may also form my shortcomings, because I pay too much attention to details, so sometimes I am more persistent.

Because only the persistence of detail can capture the inspiration from the details.

That is because such perseverance may lead to the fact that my colleagues around me may not be used to it. Maybe I am more careful. It may be too picky for them.

Reporter: what do you usually do to relieve stress at work?

Tan Qiang: when I was in the working period, I was sure to devote myself to the rest and tell myself to think less about work, so it would be a little easier.

Every day, I have a lot of problems and pressures. I am a very optimistic person. I think anything can always be solved.

Therefore, it is also important to maintain an optimistic attitude in situations of stress and difficulty.

Reporter: OK, today, thank you very much for Tam's share with us about the development plan of Diadora in China. We also wish Diadora to develop better and better under your guidance.

Thank you very much.

Tan Qiang: Thank you!