Brand Upgrading Of Sports Shoes Enterprises

Compared to the 08 Olympic Games

In this regard, Guo Hui, President of Guo Hui company, believes that the single futures system in the sporting goods industry has a profound impact on the retail industry.

At the same time, the rapid response of products to market consumption demand will play a crucial role in the competition of sports goods industry in the future.

"In the development of enterprises and the competition of retail terminals, the role of commodity force is increasingly obvious. Because of this, we have also improved the commodity power to the strategic level."

For local sports brands, the promotion of commodity strength is imperative. As the cornerstone of brand development, commodity planning has become the top priority of sports shoes and clothing enterprises.

So, how do sports shoes and clothing enterprises do well in products?

From scratch, step by step

Commodity planning is based on the interests of enterprises, to meet the needs of target consumer groups, and to achieve products from scratch and from manufacturers.

Among them, the product R & D capability of enterprises is very important.

Products are the basis and core of brand.

Measuring the product R & D capability of an enterprise can be carried out from two aspects: the basic level and the deep level.

The indicators at the basic level include the speed, frequency and quantity of new product release; the deep level considerations should be based on the use of new categories, new processes, and the matching of colors with popular colors.

In terms of sports shoes and clothing enterprises, the first-line brand has a relatively strong capital base and a more perfect product research and development framework, so it is easier to realize its product research and development capability than the two or three line brand.

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However, whether the strength is strong or not, the collection of market information is very important for enterprise product development.

Because only products that convey the voice of consumers are truly good products.

Through the investigation of fashion trends at home and abroad, we can find fashion vane and draw inspiration from design.

At the same time, we should go deep into the market line, understand consumers, listen to their voices, and constantly modify product performance, design performance, color positioning, value and utility according to customer needs, and ultimately develop products that can meet different levels of consumer needs and conform to brand positioning.

In this regard, Qi Bin, the manager of the honorable brand commodity department, had quite a lot of experience. "In order to have a deeper understanding of the market and consumer demand, I now form a habit of standing at the shop for one or two hours every day, in order to observe the preferences of customers and styles, colors and so on, so as to collect first-hand information for product development."

Nowadays, in the brand operation of sports shoes and clothing enterprises, it is no longer possible to focus solely on the "explosive bill". The "burst series" has become a generally recognized trend. It will reintegrate the latest popular spots in color, material and technology, and combine the products with a strong sense of sense.

At present, there are no more than four categories of sports shoes and clothing industry in the product line: Basic series, life sports series, fashion leisure series and outdoor series.

Consumer demand for sports shoes and clothing products can be roughly divided into three categories: one is the basic demand, that is, only to meet the wearable function; the two is functional demand, with clear time division; the three is spiritual demand, emphasizing individuality and style, and brand.

Accordingly, sports shoes enterprises aim at basic needs, develop low priced and popular products, and develop specific functions such as professional basketball, outdoor mountaineering and other medium priced products according to functional requirements.

Of course, because of different brand positioning, every sports shoe and clothing enterprise will also adjust this.

If the honorable movement is based on its own positioning, it will be divided into life leisure series and campus series.

At the same time, Qi Bin, manager of the commodity department, revealed that apart from these two series, he also developed individual sports personality.

In terms of design concept, the theme of the seasonal product (Series subseries) is matched with the theme of brand promotion.

At the same time, the development of sports shoes and clothing products should take into account seasonal factors and geographical differences, and the product development of each quarter has continuity and rolling property. Therefore, the structure of products should be combined with the profit contribution ratio of past sales.

The difference between the four seasons is obvious in North and South China. The research and development of enterprises should be based on the seasonal corresponding regions. The products in spring and summer are mainly in the South and in the north, while the opposite is true in autumn and winter.

In the product color system, the light color system of spring and summer products generally accounts for about 70%, and the dark and winter products in autumn and winter are about 50%.

Spring and summer are short and fast, and the listing price is low (thin bottom, few materials, low cost); autumn and winter sales are long and busy season, new products will be listed at a higher price (bottom thickness, complex materials, high cost).

Besides, the product research and development of enterprises should not only be practical, but also meet the consumers' material needs with products as the carrier. They should also satisfy the psychological needs of consumers with certain story themes and concepts.

Chen Hongda, director of research and development at Golden Apple Xiamen R & D center, said that product development needs to plan out a main story pack, and then extend several sub series to extract the fashion elements of the season, and add them to every sub series of products, and then connect them in series with colors, so as to harmonize the style of the products and have different flavors due to the different subseries.

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Product development and sales are mutually restricted and mutually promoted.

Sales basically represent the market, and R & D serves sales.

In the case of normal market development and sales channels, good products usually have good sales.

Commodity planning must be market-oriented, timely listening to the market and responding quickly.

When planning a product, a company must envisage a real product. What kind of gross profit and inventory level should be satisfied to make the company profitable? When should it be the most appropriate time to complete each task? What price and image should be displayed to consumers? How to choose the way to display the appeal of the brand and the concept of the previous theme?

After the whole process is well planned, the whole process and product sales should be effectively supervised, managed and assessed to ensure that every task is executed on demand.

The sports footwear industry has learned that there are mainly two channels of market acceptance: ordering society and distributors.

Usually, the sports shoe and clothing enterprises will have an order once a season, at least two times in spring, summer and autumn.

Through the order meeting, we can have a preliminary prediction of the performance of the product after entering the market.

The evaluation before ordering, the advice in the order and the result after ordering are the most, most quickly and intuitionistic information feedback.

By ordering feedback, we can basically identify the best-selling and unsalable funds, and then we can make a decision to extend the product band or reduce production appropriately.

Whether it is the order or distributor channel, the final product plan must be based on the analysis of sales data.

In order to achieve better market results, product development needs to develop corresponding process standards.

At present, sports shoes and clothing enterprises have their own research and development process, but they are very similar.

Large enterprise R & D system is complete, every detail in the process is more rigorous, time node and rhythm are relatively stable. Small business owners have different process standards because of different concepts and specialties, but they are inseparable from the two stages of developing the front stage (open panel color matching) and the development stage (sample production).

From this perspective, commodity planning can be simply defined as business planning, involving the issue of "buy" and "sell".

The purpose is to seize more and larger market share, differentiate products from similar brands, create self personality, and increase the added value of brand (products).

Based on this, commodity planning should be based on the strategic development direction of the enterprise, carry out resource integration and optimize allocation in a purposeful and planned way, fully mobilize all the positive factors such as manpower, material resources, financial resources, social and information resources related to the planning objectives, so as to form a combined force and create the greatest value at the lowest cost.

At the same time, enterprises should strengthen internal force and create excellent R & D teams.

R & D is a combination of creativity and execution. The training of creativity and personality is the focal point. It is more important to quickly fulfill creative ideas, and the function of team division is the key to above two points.

At the same time, enterprises must firmly grasp the core of team management information management, creative management, process pformation management, implement the incentive mechanism for commodity management, and reward those who contribute to buying samples, product development, merchandising, sales of products and so on.

In any case, in the actual operation of the sports industry, commodity planning is constantly promoting the brand growth and the comprehensive appreciation of brand equity with its scientific and practical effect, helping the brand achieve rapid take-off.