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Nelson Released Research Report On Sports Clothing Consumption Habits

2011/9/3 11:15:00 39

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Nelson'S Research Report On Sports Apparel

Sports brand marketing has always been

brand

Marketing hotspots.

With the arrival of the 2012 London Olympic Games, many sports brands have already laid the layout and prepared for war.

In September 2nd, Yi media's "sports brand marketing seminar" was held in Xiamen to promote the brand marketing of sports.

At the meeting, Yi media and Nelson online research jointly released the "sports clothing consumption habits Research Report".

Nearly 100 guests from third party organizations, advertisers and advertising agencies participated in this seminar. At the meeting, we made a deep discussion on the insight into sports brand consumers, studying the future trend of domestic sports brand marketing, and how to better grasp the opportunities of Olympic marketing.

"Sports clothing consumption habits Research Report" is from easy.

media

The online sports survey in 2011 was launched jointly with Nelson online research. Through online questionnaire survey of Internet users, to understand their consumption habits, characteristics and media contact behaviors of sportswear, especially sports shoes, so as to provide data support for the development and development of digital marketing strategies for target groups.

The report shows that from the consumer perspective, sportswear consumers cover a wide age range, and consumers under 40 account for 85% of the total. Nearly half of the consumers come from 80 and 90.

It is mainly distributed in three or four line cities including Kita Kamihiro and coastal areas.

Sportswear has a higher education level, with a college degree or above occupying 58% of the total, with an average monthly income of 3850 yuan.

From the perspective of brand evaluation, compared with foreign brands, local brands are relatively weak in popularity and brand positioning.

But in terms of brand loyalty, local brands such as Lining and Anta are eye-catching.

Some local brands, which have long been committed to brand marketing, have been deeply rooted in the vast Chinese market and have more stable consumer groups and loyal users.

From the perspective of communication channels, TV (76%) and the Internet (70%) are consumers' understanding.

motion

Brand and sports events are the two major information channels. Among them, consumers who choose the Internet mainly understand relevant information from general news channels, portal sports channels and sports professional websites.