The Phenomenon Of Sportswear Enterprises' "Ubiquitous Fashion"

In the front, as long as there are trading places, it is common to talk about fashion. Shoes and clothing The enterprise is also a high-profile, short time "fashion movement" local sports shoes and clothing market. It has become a hot phenomenon in product development and brand operation.

This phenomenon catalyzes the movement. Shoes and clothing From the original focus on the professional sportswear system, gradually shifted to the fashion movement style, and also made the local sports shoes and clothing find a new direction of product positioning.

But local Sports brand The prevalence of fashion has increased the homogenization of products, and the price competition among brands has become fiercer. Who can occupy the market in the turbulent market? Wu Guixiang, a brand marketing expert specializing in brand promotion and visual creativity, has made a unique analysis.

If the brand relies solely on terminal channels and advertising promotion, it is difficult to expand the hard power of enterprises. Enterprises can differentiate the idea of "fashion movement" from other competitive products more easily, and are easy to implement. That is the winning way of the local sports brand in the new era. I would like to talk about several phenomena:

　 Phenomenon: "assimilation" is prominent in raw material control.

The dissemination of new fabrics or new technology is very fast and the penetration rate is very high. The sharing range between enterprises is very large in fabric and technology, resulting in a new round of product assimilation among brand products. Therefore, enterprises lack the core competitiveness of independent products in the core technology of fabrics and processes.

This is the prevailing phenomenon of sports shoes and clothing brands. Even if there are two thousand or three thousand large scale terminal brand stores, the same is true. In particular, the local sports brands are concentrated in the same area in the procurement of fabrics and accessories, and the fabrics purchased are almost the same. The difference is that the fabrics purchased by the enterprises with strong liquidity and larger scale will get greater concessions.

　　 Phenomenon two brands blindly follow the market in product research and development

Every time the new style products launched by international brands can touch the chords of local sports shoes and clothing. For local sports shoes and clothing, this is not competition, but market opportunity.

The introduction of new international products means that some enterprises have another chance to imitate and follow. And this opportunity comes from the maturity of the local sports brand to the three or four line market, and the development of the international brand to the three or four line market is not universal. Even in the "beautiful packaging" of advertising, it is difficult to drag sales volume in the short term. Nowadays, the phenomenon of homogenization of sports shoes and clothing is a way to make customers unable to distinguish the difference from the first line brands, so that the price of customers is the most important factor in choosing the same brand merchandise.

　 Phenomenon three lack of differentiated positioning in the concept of fashion movement

It is also a fashion sports brand. Some brands have put forward the marketing method of "sexy" brand positioning, such as Kappa put forward the brand concept of entertainment. But many of our brands lack the fine and differentiated brand line in the concept of fashion movement. Especially in the two or three line market where local sports brands are concentrated, both the style of the product and the brand consumer groups tend to be popular.

Secondly, the fashion movement advocated by the local sports brand is not clear. Fashion is a very general concept. Moreover, apart from Anta, PEAK, Jordan, CBA and so on, there are less than ten large enterprises engaging in professional sports marketing, and other sports brands are almost advocating their brand is "fashion sports brand".

　 The solution is not simply to provide the products needed by the market.

Shoes and clothing enterprises should strengthen product research and development, guide market consumption, instead of following the market trend, looking for external resources and strong R & D team. Such as the current school enterprise cooperation to find international famous R & D cooperation. Their form of cooperation is diversified. Some of them cooperate in developing new functional fabrics, such as environmental protection fabrics, sports functional fabrics, and others.

There are more and more cooperative ways in the domestic sports brand, but this way of cooperation is only a slogan or a name, and there are not many enterprises actually executing. While looking for R & D team cooperation, sports shoes and shoes should be good at giving full play to the team's creative efficiency, and believe that professionals should control the trend and the market, especially when the enterprises are constrained by the top management thinking mode. Market personnel feedback information of market products, R & D team to play their own R & D thinking, to jointly control the market and guide the market trend of consumption, rather than simply provide products for the market.

　　 The way to solve the problem: two identify the brand target consumer groups purchase characteristics

Every season's products in the market have their own main trend, including color, style, craft and so on. For example, the popular Korean style clothing, casual T-shirts, and handicrafts made in the market. {page_break}

The research and development of local sports brands are in a passive situation every season, and there are also situations when enterprises buy internal data from some big international brands. I suggest that local brands identify the purchasing characteristics of the target consumer groups on the basis of the demand characteristics of the market consumer groups, and make a systematic survey of the development of the new products in the case of the original product sales. On the one hand, we can study: from the star's dress and dress up, many stars are the builders of the market trend, and some even made their own products. In addition, looking for a new round of product research and development from other ancillary products, such as cars, watches, movies, MTV music, home decoration and other fashion trends to find fashion trends, and thus continue to their own research and development of shoes and clothing products.

　 Three, we must not change the concept of products arbitrarily.

The appeal of local sports brand in the market is very small. From the advertisement, we can see that in order to fully promote the brand, many enterprises do a short term hard and broad TV. The satellite TV makes a short hard and broad market, and dispersing the limited resources in various TV stations. But in the vast television advertisement, this way is very difficult to bear fruit. I suggest that enterprises should concentrate their limited resources on the promotion of the general trend in the same radiation market area. After all, short term TV advertising promotion is hard for the audience to recognize.

On the other hand, because of the short periodicity of the local sports brand, the local sports brand lacks effective planning for product culture control.

Therefore, local sports brands should not be allowed to change the concept of products arbitrarily because of market trouble, especially the product lines that are well done by themselves.