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

I don't know when it started. Shenyang's most famous commercial street, Zhongjie, was dubbed by "sports and leisure Street in Shenyang" because it was monopolized by large and small sports shoe brand stores.

On the one hand, the trend of leisure and fashion development of sports brand has been favored by more and more consumers. On the other hand, it also proves the huge profit space of sports consumer goods.

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.

Star show has become a thing of the past.

In recent years, the use of the summer holiday in China has become the "prescribed 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 appearance of NBA stars not only makes the fans feel fatigued, but also the strong commercial flavor makes fans feel disgusted.

"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 Chinese fans who witnessed the NBA stars at home for the first time in a few years, the NBA stars in China have lost their fans in the past few years.

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.

The trend of consumption is becoming more personalized after 1990s.

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 include the advanced lifestyle.

Cultural experience consumption instead of 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 major commercial streets in Shenyang, they become young people who love sports.

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 not.

Then the marketing expert predicted that "