Out Of The Homogenization Of &Nbsp; Quanzhou Sports Brands Are In Fashion.

In the past two years, Myna A group of Quanzhou sports brands with street sports characteristics have been attacking the fashion sporting goods market. Are they considering the positioning of their characteristics or marketing strategies based on new culture? market The only way to make a difference in brand positioning is to make a deep impression on consumers. Judging from the current sporting goods market in China, there is no real leading brand of street fashion representatives. This is also an important factor for many brands to view the market as a new blue ocean.

　 Fashion trend of shoe enterprises

Dozens of sticks were made up to make shoes rack, rough rope was used to hang clothes, and colourful graffiti made the background. fashion Chao's first appearance! In fact, Ali is not the first to eat crab brand, as early as two years ago, the eight starlings. footwear industry Put forward the position of "family of shoes and shoes", and the brand of "step shoes" directly transformed the positioning of the original fashion movement into "street style sports". The street sports group has gradually become one of the key markets of Quanzhou sports brand. They have strengthened their brand's interpretation of the trend from the product line.

Before that, starlings joined hands with SIOR clothing design company of South Korea and began to extend fashion clothing and other products, and gradually entered into shoes and clothing business, so that young people in pursuit of fashion no longer paid attention to the distinction between sports and leisure, but paid more attention to the feelings of personality and fashion. Nowadays, the starlings of the starlings are the partner products of the starlings' shoes, which not only continues the brand style, but also meets the new trend of young people.

Not only for purely conceptual innovation, but also for the establishment of the "Chinese street culture research center", this is the first case in China. At present, in Zhongshan, Guangdong, the new street furniture design center and the popular trend research center are also being set up.

In fact, for the Quanzhou sports brand, street sports itself is a fashionable and fashionable sport. Therefore, the product series of street sports naturally become an indispensable part of fashion sports brand, and for the growing small and medium-sized sports brands, it is another channel for fashion sports segmentation and penetration -- street fashion.

　 Widening new market space

In today's metropolis of China, bicycles, skateboards, roller skating, scooters, street basketball, street football, hip hop and other foreign street sports are being accepted by a new generation of young people. This form of movement is popular among some young people. Correspondingly, with the rising trend of street culture in China, domestic sporting goods players have extended their tentacles to this field.

Reporters learned from the market that Nike, Adidas and so on have increased their trend brand Nike360 and Adidas Y3 promotion, and the proportion of product lines with street style is increasing. In the promotion of activities, the sponsorship of street sports is also keen on Quanzhou brand. Earlier, del Hui invited the American street style Harlem Yu basketball team as spokesperson. The entertainment basketball activity held at 361 degrees was street style, and Anta and XTEP also sponsored extreme sports.

It has been revealed that Chen Yongpei, a helm at the helm, has gone to Japan and South Korea to investigate the brand transformation. He said that the new culture brings fashion, which will spawn a new sports market. Next, Chen Yongpei will further organize the team of the group to conduct in-depth penetration research in the streets of the United States, Japan and South Korea.

"Culture breeds the market, we should seize the new cultural phenomenon to bring up a broader market of fashion." Lin Qinghong, general manager of pace, said with emotion, "the post Olympic era is coming. The gap between the domestic sports brand front line and the two or three line camp has been widening. The brand hegemony in Quanzhou, Anta and other professional sports fields can not be shaken, and the fashion sports and leisure sports areas are crowded with numerous brands. We hope to find new market breakthroughs under the close competition of homogenized and competitive rivals."

　 Where is the brand "root"?

Jinjiang, as the capital of sports brand in China, has gathered more than 80% of sports brands in China. However, the phenomenon of homogenization is also a problem that many sports brands can not avoid. The phenomenon of homogenization of product and brand positioning is not only a bottleneck for the development of enterprises, but also a major obstacle to the development of the industry. "Getting out of its own characteristics" has become the common voice of many brands. These developing brands began to think about how to go out of their own path of differentiated development and take the lead in trying to seek innovation in brand positioning. So, a group of concepts such as Street players, tide playing family and fashion tide cards also appeared in the market.

Quanzhou shoe enterprises choose to locate the street sports field, which is a good reference for many sports brands in Quanzhou to seek the breakthrough of differentiated marketing. Although such enterprises enter a new market, they will face many challenges and tests from product design to marketing promotion, but at least find a new "blue ocean" market for themselves in the same quality competition. But is the root of street fashion still in motion? This requires a comprehensive and comprehensive positioning of enterprises.

But it has been two years since the transformation into street fashion. Now, the final goal of brand positioning is not yet fully understood. The road is aimed at street fashion, but after all, whether the sports brand should abandon the sport cap and let him take the dilemma. To a certain extent, sport is a fashion life, but the fashion based on street culture emphasizes individuality. It can not take account of some products of comprehensive sports. Leaving sport is a street fashion clothing brand. What is the trend of street fashion?

For Voight's advantage based on professional basketball, brand positioning is inclined to "street basketball players" approach. Cai Jinhui, chairman of Voight limited, does not think it is contradictory. "In the traditional impression, street basketball playing is just like pattern, but it doesn't look good. Actually street basketball and fancy basketball are two completely different concepts. Street basketball juggling dribbling, imaginative pass and dunk, with strong Hip-Hop music integration, style, freedom and creativity, at the same time, also need strong arm strength, waist force, jumping ability, perfect movement coordination, these are professional basketball players must have the quality, professional basketball skills in street basketball can be the best display and use, this will become Voight from professional sports infiltration into fashion movement another way.