Fashion "Tusks" Marching Into Sports Footwear Industry

In today's society, people's pursuit of immaterial is gradually more than material level.

In traditional sports, because of the influence of famous athletes themselves, the breakthroughs in manufacturing technology and function create the fashion trend of sports.

Along with the fashion input sports embrace, the hot trend of sports and fashion industry has been developing rapidly, but sports have yet to be swallowed by fashion predators. Some brands are thriving quietly. Meanwhile, many brands have joined the "Pan fashion" competition.

Sports can also be fashionable.

Mention

Sports fashion comes into being

Different from the different beliefs of foreign fashion shoes and clothing brands, the fashion brand of domestic sports shoes and clothing is born with potential.

With the increasingly blurred boundaries between professional sports and fashion and leisure, the development of fashion in the field of sports shoes and clothing has become a hot topic.

Sports and fashion are gradually integrated into one, highlighting the concept of "sports fashion". Fashion and trend become the new connotation of sports shoes and clothing.

The competition of sports shoes and clothing market is becoming more and more intense, which makes the total sales volume growth slow down, and market segmentation has become an inevitable trend of the development of the industry.

Judging from the current market of sports and sporting goods in China, the capacity is very large. Differentiation is the advocacy and implementation of market segmentation.

In particular, Quanzhou shoes and clothing enterprises are upgrading their industry from fashion to fashion industry when they break through from manufacturing to fashion industry.

XTEP, Zhengda, Lu You, and so on, a group of fashion oriented brands, began looking for a more divided blue ocean in the popular sports market, returning to the fashion level to reflect the movement and meeting new challenges on the road of fashion differentiation.

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Fashion and sports goods "marriage", in the eyes of consumers, fashion integration into sports, so that sports more sexy; sports into fashion, make fashion more dynamic; and in fashion brand operators, sponsorship sports events can make a wider consumer brand impression, because fashion is more inclined to the self of life.

Although sports and fashion belong to two fields, once combined, they become powerful marketing tools.

In the era of fashion pervasive, the combination of sports, information and network will surely bring more sparks.

Fashionable sports brand is now star tide.

When shoe companies are moving towards the fashion industry, enabling celebrity endorsements can help.

XTEP, the originator of fashion movement, has been actively implementing differentiated marketing strategy since 2001, combining sports marketing with entertainment marketing to create "fashion" flank warfare.

Not only did Nicholas Tse sign up as a brand spokesperson in the young group, but when competitors used similar methods to follow up, XTEP took the lead to delineate Willber Pan, Jolin, Han Geng and other stars as the image spokesperson, delineating different entertainment stars to drive different consumer groups.

At the same time, it is closer to fashion in product design, while satisfying the consumers' demand for fashion and personality while bringing good product quality to customers.

The fashion sports brand is joining hands with Han Guochao's popular idol Chung Geun-hee to help Chung Geun-hee's "2011ASIATOUR (Asian tour tour") Shanghai concert. It has become a major focus in the industry, not only for the brand, but also for the brand.

In 2009, the fashion trend brand starling signed three superstars of Louis Liu, Nam Hyun Joon and Sun Xiaoxiao, and drew a group of loyal consumers.

At the same time, let three spokesmen participate in the design and development of the Starling products, and carry out the pursuit of brand demand.

For fashion sports brand, constantly changing the spokesperson, giving the brand the most fashionable and fashionable concept with the external image and inner temperament of the star, is an important marketing tool to prevent the brand concept from getting old.

In this regard, Zhengda (China) Sporting Goods Co., Ltd. brand director Zhang Chunxiao said, Zhengda find Chung Geun-hee endorsement, it is to see its super high popularity, handsome appearance, fashion style, this is consistent with Zhengda brand value appeal.

When consumers pursue Chung Geun-hee, they will also produce the most fashionable and fashionable brand impression on Chia Tai.

"To be a new fashion sport brand, some pure sports have been cut down, and some of the elements that are designed to be very fashionable and free to match independently are widely used.

At the same time.

Using the spokesperson's point of view to determine the overall tonality, walking at the front end of marketing, distinguishing the Zhengda audience from the 90's is the pursuit of fresh and fashion oriented groups.

At present, Chung Geun-hee is one of the most potential carriers.

We can find that at the Shanghai concert, he played the theme of the whole concert with his TV series as the main line, and even we could feel that his appearance in China was different from that in Japan and Korea.

This means that Chung Geun-hee divides his fans in different regions and promotes himself, "Zhang Chunxiao said.

The winning way of "universal fashion"

The brand of sports shoes and clothing in Quanzhou attaches great importance to the capture of fashion in the fashion industry.

For shoes and clothing enterprises, having a leading designer plays a vital role in the development of enterprises. From product development to overall layout, brand related fashion elements can be integrated.

Quanzhou shoe companies will also focus their attention on the designers of fashion designers. They will learn the business philosophy, design style and fashion trend elements of fashion brands at home and abroad by setting up R & D centers in fashion centers.

At present, several enterprises have set up the R & D Center for fashion centers at home and abroad in order to get first-hand fashion information.

It is understood that PEAK design R & D center is located in four places in Quanzhou, Beijing, Guangzhou and the United States Losangeles; the 361 degree design and Research Center in Guangzhou (Asia) is also officially launched; the seven wolves have three R & D centers in Shanghai, Hongkong and Tokyo.

According to the analysis of the industry, the R & D center is located in the forefront of fashion, and can speed up the integration with international fashion, making the version, size and color closer to the international trend.

Of course, designing the R & D center in the forefront of fashion is not a form of action, nor does it mean that the brand is the same as fashion.

In this regard, a person in charge of Starling board shoes said that the real key lies in whether the R & D design center can quickly absorb and feed the most fashionable information and integrate it into the product R & D design.

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"Starling" is the representative of the domestic tide. Since the advent of the first pair of shoes in 1986, the starlings have been yearning for the trend of the trend for many years.

In order to integrate more fashion elements into fashion equipment, starling and Hongkong design company cooperate to strengthen the understanding of the concept of "starling".

But in the process of cooperation, we find that there will be some problems in implementation. How can we bring in the external brain? How can we provide the latest information in Hongkong, and integrate the concept of brand and local things in the process of deep processing? "

In other words, these brands that are fighting in the fashion sports market need not only to continuously create a distinctive brand personality of fashion, but also to guide the concept of life with a more detailed trend culture, and also rely on products to convey the spirit of brand to consumers directly.

Leading market consumption

In the local sports shoes and clothing brand, apart from a few large brands in the sports field to find the precise positioning of the brand, other brands that follow the fashion movement brand advocate the "fashion movement". Actually, they do not have a clear positioning for the fashion movement, that is, many brands lack the fine and differentiated brand line in the concept of "sports fashion".

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 homogenization.

The real meaning of fashion is to enhance product development and market consumption rather than follow the trend of the market.

The combination of sports and fashion is important to change the concept of whether to push the product to the consumer or to really study the real demand of consumers. If the enterprise can differentiate the idea of "fashion movement" from other competitive products more easily, it will be the winning way for the local sports brand in the new era.

In this regard, industry experts suggest that fashion sports brand must first systematically sort out the core culture, value proposition and brand personality of a company. Behind the brand value, it reflects the consumer's attitude towards life, so as to attract consumers and gain market recognition.

In particular, it is necessary to establish and improve the system from the concept of enterprise, organizational structure and management process, to reorganize and optimize the internal and external resources of the enterprise, and to accelerate the upgrading of enterprises through scientific, systematic and standardized management system.

Secondly, it is necessary to build a flat organizational structure so that enterprises can maintain smooth communication channels, accurate instructions, excellent management cost control, and more important is to make rapid response to the market.

It is not simply providing the products needed by the market.

"Imitation" and "follow suit" are often used to describe some practices in the operation of local shoes and clothing brands. Brands blindly follow the market in product research and development. Many sports shoes and clothing enterprises use the copy and copy edition in product development, which is the common secret of the industry.

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, the introduction of new international products means that they can imitate and follow suit. The development of local sports brands every quarter is in a passive situation.

In fact, every season's products in the market have their own main trend, including color, style, craft and so on.

Domestic fashion sports shoes and clothing should be good at giving full play to the creative benefits of their own R & D team.

On the basis of grasping the demand characteristics of consumer groups, we should identify the purchasing characteristics of brand target consumer groups, and make a systematic investigation on the development of new products on the basis of the sales of original products.

At the same time, market personnel and enterprises' R & D teams should be involved in the process of R & D decisions.

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.

Regarding this, the starlings said that the Starling brand was mainly oriented to the two or three tier cities in China, and the "fashionable fashion" promoted by them was popularized.

So the starlings are popular fashion routes, but they emphasize more on fashion. After all, the brand oriented young consumer groups have a wide understanding of fashion, and emphasize the individuality of sex and freedom.

Combined with the characteristics of consumer groups, the Starling brand is more popular in the product itself and promotion. For example, for the Internet which is addicted to young people, mare has spent a lot of energy on putting and promoting.

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Based on this, the brand operators, business owners and product R & D departments, their understanding of fashion is an unshirkable task.

Because to a certain extent, fashion is a fast fashion product.

At the same time, fashion spread from the initial source to the terminal, and will gradually weaken.

Compared with the understanding of fashion in Guangdong and Jiangsu and Zhejiang provinces, the footwear and fashion enterprises in Fujian are still following suit and their competitiveness is relatively weak.

Moreover, for most fashion sports brands adopting agent system, distributors are the first customers of manufacturers. Manufacturers and distributors have different understanding of the consumer market and are prone to conflicts.

Therefore, there are several series of products to meet the needs of different levels in product development.

These factors lead to the weakening of fashion factors in the hands of many parties.

Although the product design and development department will first understand the market, combined with the sales data of distributors in previous years, it will have some limitations.

Because it may be fashionable to understand the market, but it is hard to lead fashion.

The research and development departments of many local fashion brands have to do research and development one quarter after another for the sake of simple interests.

Because the periodicity of products is becoming shorter and shorter, there is no effective planning in the control of product culture.

Brand is a belief --

Though the proportion of fashion components is aggravated by the enterprises that raise the banner of fashion movement, fashion and sports are not the ends of balance.

Fashion cries loudly, and can not be divorced from sports. After all, the essence of sports industry is movement.

Now that XTEP has tasted the sweetness of sports and fashion, it is also trying to strengthen its own sports connotation. The head of the starlings said that its channel distribution is still in motion, even if the main trend is to promote fashion and leisure, and the brand's route is just more casual than sports, more fashionable than leisure, and more fashionable than fashion.

There are also some fashion sports enterprises to expand the product line with more sports factors, so that brands can attract consumers of some sports products besides sports consumption.

Use fashion to lead sports and pursue fashion with the mood of sports.

Looking at the local shoe making enterprises, the cold line is pregnant with the so-called brand, which can attract many people to pursue. It is hard to compare with many European shoe designers' brand's fascination with the craft, culture, brand details and so on.

The various categories of footwear industry in China, including the market segmentation of fashion sports, are truly regarded as a kind of belief.