Shoe Brand: Can Consumption Of Cultural Experience Replace Product Consumption?

I don't know when it started, the most famous commercial street in Shenyang, Zhongjie, because of its large and small movements. Footwear brand Franchised stores are "monopolized" and dubbed "Shenyang sports and leisure Street". The major sports brand stores have entered the thriving commercial streets one after another. On the one hand, the trend of leisure and fashion development of sports brands is more and more popular. Consumer On the other hand, it also proves sports consumption goods. Profit space Huge.

However, in the same area, the same type of franchised stores can provide consumers with a wider choice of space, but also exacerbate the competition among brands. This makes businessmen feel a strong sense of crisis. Thus, a brand-new marketing model of sports products was born quietly. "While businesses are offering products, they are also promoting the popularity of youth sports culture. This is actually changing the consumption of ordinary products into sports, culture and experience consumption. This change in marketing mode will make it easier for consumers to have a sense of belonging and specificity." A senior sports marketing expert gave this concept to Shenyang's emerging sporting goods "concept store". unscramble 。

Star show has become a thing of the past.

In recent years, the use of summer vacation in China has become the "required action" of many NBA stars. However, unlike in the past, the NBA stars coming to China this year are more in China's two or three tier cities. Because the fans in the first tier cities are already crazy about the NBA stars. Apart from Kobe, James, Howard and other top superstars, the other so-called stars can no longer satisfy the fans' appetite. The most important thing is that the frequent NBA stars show not only fans but also fans. taste Fatigue and strong commercial smell also make fans dislike. "There are four NBA stars in Shenyang this summer, Hayes, Kobe, Kidd and Garnett. I have to admit that these NBA players still have high popularity among Shenyang fans, but this kind of traditional marketing mode that leads to brand performance by showing off shows has not achieved very good results in such a city like Shenyang. A sports advertiser in Shenyang admitted in an interview with our reporter, "unlike the fans who witnessed the NBA stars at home for the first time in a few years, the NBA stars in the past few years have lost their freshness in Chinese fans. Basketball fans now have a higher demand for the NBA star's show, and they want to see not a commercial show that sells sports brands, but to see their wonderful performance on the basketball court. In this regard, this summer's Shenyang players have apparently failed to meet the expectations of the fans.

It is obvious that charity activities, commercial shows and fans' meetings will no longer be bought by fans. No wonder insiders predict that "this summer will be a masterpiece of NBA's visit to China." Indeed, if fans do not buy it, the NBA stars invited by businessmen will lose their significance and value. According to statistics, the NBA star has at least 60 million dollars (about 407 million yuan) in China this summer. It can be imagined that no star will refuse to endorse high fees, but if the enthusiasm of Chinese fans is gradually cooled, whether businessmen will spend a lot of money to invite these stars to China is unknown. {page_break}

　　 Trend of consumption after 1990s Individualization

David Stern, President of NBA, once gave NBA such a definition: NBA is not just a sport, but a way of life: positive, healthy, brilliant, taste... Almost the commonality of advanced life styles. Therefore, many sports brand businesses have realized this. When the "star show sells products" has become a thing of the past, a brand-new marketing method of sports products is quietly born. The emergence of this brand-new marketing mode of sporting goods not only immediately attracted many young people's pursuit, but also created a "storm of experience" among sports fans in Shenyang City.

　 　 Cultural experience Consumption substitution product consumption

According to the reporter, as the main group of sports brand consumption is concentrated in 18 to 25 years old, this is the most suitable age for stimulating sports enthusiasm, and is also the most acceptable age for new things and new culture. They never refuse to come to any new thing. So when a series of theme shops such as basketball, outdoor and extreme sports appear on the major commercial streets in Shenyang, this has become a favorite young people and a "distributing center".

In the interview, the reporter found that every theme store had a "know all". They had received professional training. They would not only provide consumers with the best advice, but also tell you where and how to participate in these sports, and tell you how to make long-term experience in the theme store.

In fact, in Europe, the United States and Australia, most of the sports retail market is multi brand - to provide consumers with more choices. The concept store marketing mode of "having the opportunity to meet like-minded people and participate in sports" has been proved effective by many successful retailers. "The biggest difference between this new marketing method and the pure brand store before is the experiential choice. The careful choice of this concept store to consumers is driven by their needs, whether they are performance or style. Like a Theme Store targeted specifically at sports shoes, it provides the diagnosis and analysis of foot movements. They can provide consumers with accurate and correct footwear solutions, whether they are cushioning, stability or other consumers' needs. Everyone's feet are different. Some people have their feet turned outward, and some people's feet are more flat. This requires the selection of technology suitable for each consumer shoe type. A sports brand marketing expert gave such an interpretation to the reason that experiential consumption won the praise of young people.

Subsequently, the marketing expert predicted that "Theme Store" is a direction of future sports brand management. There is no denying that some brands have achieved good sales results under the so-called star effect, but this situation can be maintained for a long time. Therefore, if we want to lock in more target groups, we must provide them with opportunities to participate in the sports community - opportunities to participate, compete or play and aim at conveying authenticity. That is to say, we must establish contacts with them around sports.