China'S Sports Apparel: The Concept Of Rational Consumption Is Deeply Rooted In The Hearts Of The People.

With the whole people Fitness exercise More and more people join the army of fitness. Should we choose a sports outfit suitable for ourselves? Will we choose whether we can make rational consumption? Taking sports shoes as an example, this edition conducted a small-scale survey in Beijing, and interviewed typical crowd representatives. While explaining the problem, we also look forward to the concept of rational consumption.

　　 " Rational consumption Gradually develop

Not long ago, executives of a sports brand predator said in an interview that Chinese sports psychology and habits restricted the further breakout of the brand. What he means is that Chinese consumers have become an important obstacle to the brand's great development in China.

Consumers want to sell things to consumers, but the consumers themselves are obstacles. What is this? Actually, what he wants to say is that although Chinese fitness people love sports, they are not always on the necessary sports equipment. Loosen one's purse strings generously For example, relatively professional sportswear, shoes... Some technology rich "sports outfits" are hard to find in China.

Is it true? I have heard that some two or three line city units hold a sports meet, and they will issue the full set of equipment for the sport. So, is the executive above worrying?

With this question, the author takes sports shoes as an example, and makes a survey in a small area. As a result, simply speaking, there are many people who advocate big sports, but most of them only focus on the names and styles of big names, as well as the function and technology content of sports products.

That's why the executive said so. Because the brand is famous for its technological content, it is spending huge sums of money on R & D various functions every year, but these are obviously unable to "lay the bill" for most Chinese consumers. There are even a few large enterprises. The shoes produced are necessary for top athletes and super enthusiasts, but the Chinese market is hard to open, and most people have never heard of them. {page_break}

In view of these famous brands, in China's market, if "fashion" and "beauty" are put first, it may be the way to run.

But some people use "Irrationality" to describe the phenomenon of Chinese consumers, saying that they are all "good face" and "show off wealth". But again, there are people who love beauty. Buying sports shoes may not be purely for sports. Dress up "Oneself", so according to "sell" to choose, no mistake.

How to be "rational consumption"? We must treat this problem from a habit formation. Take sports shoes as an example and refine the running shoes. Here's an example of neighboring Japan. The running shoes produced by several brands in the country are widely enjoyed in the track and field circles because they are professional and comfortable. But in the Chinese market, the shoes of these brands are "non mainstream", because they are not very attractive, not fashionable, and the prices are quite high. Some dealers have complained that these brands are "special" for those who "know the goods", and others are not familiar with them, so they feel that they can not sell them when they wear "no wind".

However, these brands are selling in Japan. A large number of sales stimulated manufacturers to continuously improve their technological content, and then stimulate consumer enthusiasm again. This is a "rational". loop 。

The reason may be related to the people's love of running. Track and field is the most popular and popular sport in Japan, especially the marathon. Looking at the world, in marathon projects, the only country that can shoulder shoulder with Kenya, Ethiopia and other African legions is Japan. Japan not only has many world-class experts, but also many amateur fans, so naturally, it is no wonder that the world class running shoes brand is created. Obviously, these running shoes do not take "beauty" as the primary meaning.

It reminds us that although the national fitness program has become a common practice in all parts of the country, people who really regard sports as a way of life are far from ideal.

In fact, if you really develop a habit of constant exercise, you will pay special attention to all kinds of elements related to fitness.

I know a lot of "run friends" from the very beginning to practice, gradually faster and faster, the physical quality is getting better and better, and the requirements for fitness "tools" are also getting higher and higher. Therefore, "shoe cleaning" from the worldwide online shop has become a kind of fun for them. In the final analysis, when the economic conditions permit, it is a rational consumption to choose shoes instead of the most appropriate and practical needs of the two feet. This concept is growing. {page_break}

Dealers talk about the concept of consumption chaos, fakes breeding

In Beijing, there is a famous "sports goods Street". It has been more than 10 years for Ms. Fu to sell sporting goods. She has six or seven brands, and the sporting goods store she runs is on the road of this shop.

"In the past, there were no classifications of functions. For outdoor sports shoes, they used to be able to run on a pair of sports shoes. Speaking of the function and demand refinement of sports shoes, Ms. Fu felt deeply. "Now it is different, the requirements for soles and uppers are more stringent, skid resistant, wear-resistant, waterproof and so on, so as to meet the needs of outdoor sports enthusiasts." Demand brings functional subdivision, and the layout of women's shop is also in line with the trend. According to the categories of professional jogging, basketball, football and net feather, the customers can choose commodities directly according to their needs.

Speaking of the changes in the concept of sports shoes, Ms Fu thinks that it is appropriate to use the word "hard to describe". "Some people recognize the benefits of buying shoes and choose the cheapest ones or the most discounted ones. Some people recognize brands and then say I want x x brands. Other brands do not look at any styles. Some customers recognize brands very badly, which makes people laugh and cry. "For example, some people come to buy a group, he clearly saw a small domestic brand of jogging shoes, because the function is good, clothing is also comfortable, the price is also affordable. But he would sigh with emotion and say, "if x is the same as this one," I was speechless.

This is the "rational" brand among the people who recognize the brand, and more consumers who recognize the brand choose to buy fake goods directly. "Many students and parents have a psychological comparison. They feel that children have to wear foreign brands to have face, but those brands are often double, so they choose to buy fake goods, and more than 1000 of 100 yuan will be able to buy them."

There are too many uncertain sources of tourists caused by the confusion of consumption concept. "Big brands four times a year, small brands at least two orders will have to take part in, you have to order new products. When new products come, old products will have to be sold at a discount and sometimes they will not sell at a loss of up to sixty percent off. Some time ago, the price of the extruded stock in Ms. Fu's shop exceeded 1 million, and the gym shoes boxes were piled up, which filled the basement stairs and warehouse plugs. The chaos of consumption concept breeds counterfeit goods. If Ms. Fu does such a good business, she will suffer from it. {page_break}

Don't look at the brand, look at the product -- the product director teaches you Taobao.

What kind of sneakers should be chosen? Apart from the consumers themselves, the most likely voice may be the product director. For this reason, the reporter interviewed Tom, director of the product department of a famous sporting goods company for many years, and is currently the director of the brand product director of an outdoor sports shoes in Germany. With his own working experience, his answer may give consumers some inspiration.

Reporter: what do you think of the attitude of consumers when they buy sports shoes?

Tom: "to worship foreigners and love foreigners" is a reflection of consumers' brand concept to a certain extent. For the real sports population, large brands abroad represent quality, professionalism and comfort. In fact, many of their products are really ahead of local brands in terms of technology elements, so it is understandable for consumers to first lock foreign brands when they buy sports shoes. But consumers need to be reminded that brands are gradually developed and must be sold by good products, so please pay more attention to the products of local enterprises.

Reporter: the enterprise must welcome this kind of consumer very much?

Tom: in China, such "worshiping foreigners" will have a blindness. In the hands of money, which brand has the face to buy which product, in fact, this kind of consumer is not the real target group.

Reporter: then how does the enterprise locate its own consumer group?

Tom: each brand may aim at several or even more than ten target groups, and then develop different products. Therefore, even if some brands have a reputation, not all products are suitable for you. Even your style is not in the target audience. If you insist on choosing this brand product, it is a mistake.

Reporter: is it a famous brand that has the best product?

Tom: there is a "barrel effect" between products and brands. Good brands will have strong product support, while unknown brands may not lack excellent products. Maybe in some field, he is the best.

Reporter: how can consumers choose good products?

Tom: there is no best, only more suitable. Consumers first need to have a clear positioning for themselves, and then proceed from the economic strength, the style of dress, the functional requirements of products, and so on, and select the product progressively.