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Depth Analysis 2012 Brand Positioning And Technology Upgrading Of Sports Shoes Enterprises

2011/12/19 14:14:00 26

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Over the past few years, it is China's sporting goods.

industry

In the years of rapid development, the growth rate of more than 35% of the industry has made every enterprise develop rapidly, and all the big brands have achieved good results.

Lining

Also recaptured.

market

A share of second.

Entering the 2010, the growth rate of China's sporting goods market has dropped to 15%, and the growth path of opening up stores has been difficult to achieve.

At the same time, world class sports resources have been internationally recognized.

brand

In the first place, the way to imitate the development mode of light assets abroad also encountered bottlenecks.

Last year, Lining repositioned his brand and began to internationalize, identified the development path of multiple brands, and began to integrate channels.

However, these major adjustments were not only criticized by the outside world, but also not recognized by the capital market, and the share price was also greatly frustrated.

Lining's change in the past year is essentially to break through the bottleneck, but the lack of method is also the collective confusion faced by Lining and the entire sporting goods industry.

Lining sports's current market share in China surpasses Adidas, but its brand value and positioning are lagging behind the international first-line brand.

Judging from the three or four principles of the strategy, the top three in the market undoubtedly have a competitive advantage. Although Lining's sales rank at second, its brand appeal is lower than Nike, Adidas and Kappa. Even though sales are ahead of Adidas and Anta, the growth rate of Anta is amazing, and the weak gap with Adidas is easily reversed.

Compared with the main competitors, Lining did not occupy a favorable position.

At the same time, the main sports brands in China take different positioning strategies: Anta is positioned in the comprehensive sports equipment, Hongxing Erke is positioned in tennis, PEAK is positioned in professional basketball equipment, and Kappa relies on the precise market positioning of sports and fashion, rapidly rising in the national sports brand, and competitive advantage is obvious in the market segmentation.

Nike and Adidas are facing such a competitive situation. Under the premise of domestic brands' full education for consumers in the two or three line market, they are ready to launch mid-range price products. Once Nike and Adidas enter the two or three line market, they will make a big impact on Lining, Anta and other brands.

In this competitive situation, forcing the brand positioning closer to the main competitors seems to meet the needs of competition. The key to the problem lies in the reluctance of the Li Ning Co from inside to outside, without thinking about changing the implementation path of brand positioning. It is only the change of logo and the positioning of the crowd in the post-90s consumers. It is expected that the new consumers will recognize Lining as the international first-line brand.

From the perspective of Chinese brands instead of international brands, this kind of substitution is usually achieved by product upgrading and market expansion. Generally speaking, it is upgrading of technology or upgrading of core competence instead of simply changing brand positioning under the pressure of competition.