Sports Brand Terminal Starts Flat Wholesaler Management

"Characteristics" is a new way out of the original idea. Only by endowing the brand with the characteristics of the brand, can we break through the current pattern of homogenization and competition, so as to "rise in the army" and realize the effect of the "crane group" in the traditional department store management.

At present, a war is being staged in China's dressing rooms.

In this crazy country for famous brand goods, the competition of famous brand sports shoes and clothing market has reached an unprecedented level.

Until recently, Lining was still the overlord of domestic brands - it was a chain enterprise of the same name created by Lining, a gold medalist in Olympic gymnastics.

Now, rival Anta (Anta) has begun to share Lining's "lunch".

However, this war can be said to be a market hegemony, or to survive in a volatile market.

Lining made a mistake: in 2010, because of its self-confidence to compete with global brands such as Nike and Adidas, the company raised its prices.

This may have backfired effects.

Lining's shareholders are well prepared. The company's sales in 2011 are expected to drop by 7% to about 9 billion yuan.

Anta seized this opportunity.

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After the news was released, Anta's stock price fell by 3%.

That may be reasonable.

Competition has begun to show its lethality.

Lining and Anta are not competing with Nike and Adidas, but are competing with similar companies such as China, PEAK (Peak) and XTEP.

In addition, China's non sports fashion brands have become cheaper and more common.

This makes the famous sportswear chain enterprises appear a lot of stock, so it is difficult to digest.

Anta's average stock last year

China's shoes and clothing industry has not formed competitive advantages for many years, mainly because it has not formed an influential brand and has not formed an influential brand position.

Many enterprises are trying to lower costs at low levels.

Like many shoe manufacturers in Jinjiang, which had been subcontracting sports shoes for multinational companies, Anta, which was not long established in the early 1990s, has also undertaken many foreign trade orders.

The difference is that while Anta is undertaking overseas orders, it also pays close attention to the domestic market and operates Anta brand at the same time.

In 1994, Anta officially registered Anta as a trademark and gave up its OEM business, focusing on promoting Anta brand.

Anta hired Kong Linghui, who is now the champion of table tennis, as his image endorsement, and launched the slogan "I choose, I like".

It is precisely this, which has aroused the speculation and imagination of the outside world about Anta strategy.

Because in early 1999, Lining had launched the slogan of "I exercise and I exist" and hired Qu Ying as the spokesman of his image.

Kong Linghui was hired to endorse Anta to win a high reputation in Jinjiang.

Anta is also considered to be a highly successful imitator. Not only is market sales close to Lining, but its sales volume has ranked first in the country since 2001.

In fact, by 2005, when Anta launched a brand new slogan: KeepliMoving, Anta began to turn its attention to international, "Adidas" and "Nike".

After invites Nike China's advertising agency, JW, Anta has stepped up its efforts in advertising, and has launched a series of TV advertisements with international standards to improve its brand image.

In 2006, Anta's advertising and publicity expenses accounted for 8.3% of its turnover.

In July 10, 2007, Anta became the second sports brand in Hongkong to raise its financing capability. In order to enhance the product quality, Anta was introduced to Korea, Taiwan and other places, and Nike chief designer BillPeterson.

Anta proposed that by 2011, the brand name and market share of the Chinese market should be "double first", the top 10 development target of global sales.

There are various signs that Anta has not been able to meet the current market position after more than a decade of development. It needs to break through in the face of competition pressure. It is pregnant with a new round of strategic upgrading.

According to the introduction, Anta mobilized the top design and research forces: the American design team and the Japanese design team, and the two team worked together to design Jankovic's sports shoes and competition costumes, and incorporate a large number of Chinese elements into the products, so that Jankovic's sportswear has Oriental beauty and fashion sense.

This signing marks Anta's top tennis resource in the world. Tennis will become the most important strategic project for Anta after basketball. Anta will launch Jankovic series products and take advantage of this opportunity to march into women's tennis field.

In this way, Anta will no longer be based on a certain category of limitations, expand the tennis field of the emerging metropolis movement, and further enhance the image of its own comprehensive sports brand as a whole.

The tennis itself as a fashion symbol, feminine color, can be complementary to the male biased basketball, so as to attract female consumer groups. If we want to trace the domestic brand's first use of tennis resources, Lining seems more forward-looking.

As early as September 9, 2007, Li Ning Co signed a contract with ATP, a famous player named IvanLjubicic (IvanLjubicic), and became a partner of ATP.

Recently, Lining has signed Yan Zi at high price.

Both Anta and Lining have increased investment in tennis resources.

Its purpose is to improve the brand image of the comprehensive sports in all directions, hoping to expand the brand image of the domestic sports through the professionalism of tennis equipment.

CEO, Hu Zhonghui, Beijing's dominant international sports media organization, is so commented.

At the same time, tennis is defined as the aristocratic movement in the eyes of the Chinese people. It is also the fashion movement in Europe and the United States. With the help of tennis resources, the internationalization process of the brand is accelerated.

At the beginning of 2009, when Anta and Lining signed a tennis star to open the prelude to the Australian Open Contest, the Hongxing Erke also successfully sponsored the Shanghai ATP Masters 1000 competition, becoming the 2009-2013 official partner of the Shanghai ATP Masters 1000 official costume.

This is the first time that domestic sports brands have become sponsors of ATP1000 events. Hongxing Erke will join hands with ATP to bring tennis fans another tennis feast.

Unlike Anta and Lining in shaping the brand image of the comprehensive training movement, Hongxing Erke, who is committed to building the first brand of Chinese tennis equipment, attempts to seek breakthroughs in the tennis project and make its own characteristics. At the very beginning, it embarked on the road of brand differentiation and constantly molded its own international brand positioning with tennis.

"As the second largest ball game in the world, Hongxing Erke has always been optimistic about the development prospect of tennis in China, and began to sponsor a large number of tennis events in 2005."

Mr. Wu Rongzhao, executive vice president of Hongxing Erke group, said that through sponsoring tennis events and other tennis promotion activities, Hongxing Erke's brand awareness and influence have been greatly improved, and a loyal customer has been trained. Hongxing Erke has also developed into the most professional tennis equipment provider in the domestic sports brand.

In a national consumer oriented selection campaign, Hongxing Erke tennis shoes successfully became the most popular tennis shoes in the minds of consumers.

"In the next five years, Hongxing Erke will cooperate with ATP in all aspects of professional tennis product development, brand promotion, marketing activities and promotion of sports events.

At the same time, Hongxing Erke will carry out a series of tennis competitions with mass basis with the organizing committee, organize tennis fans to engage in the zero distance contact with the top tennis players in the world.

Whether Hongxing Erke will consider signing a tennis star, "Hongxing Erke has a perfect tennis development strategy, including sponsoring international high-end tennis events and promoting tennis and so on.

Signing a tennis star is just a means of sports marketing, but it is not the only way. Hongxing Erke will decide whether to sign top international tennis stars according to the development needs and the actual situation.

Although Lining and Anta have made great efforts to build their own brands, Nike is still the biggest sportswear brand in the Chinese market.

Lining has increased the proportion of advertising expenditure to business income to 16%, 1/3 higher than Nike, 1/6 higher than Anta.

Anta may be able to catch up in this regard.

Anta's dependence on wholesale distribution means that its control over its brand is relatively small, but its operating profit margin is 3/4 higher than Nike's.

Its share price is 2/5 higher than Lining's.

Recent achievements show that these ninety percent off decisions are unreasonable.

However, in this marathon competition, Anta will not be in the lead position for a long time.

At the earliest time, Anta was a manufacturer. Later, we started to make channels, wholesale of high imitation sports shoes, and later we made our own brand. In fact, Anta had gone through a simple, manufacturing driven, cost driven enterprise and pformed into a brand driven enterprise.

In this brand driven process, one of the most important factors is technology driven.

Because without the support of sports technology, the connotation of many brands can not be reflected.

On a large scale, it is self renovation and provides a continuous driving power for the "Anta speed".

Manufacturing is the advantage of Anta and the main condition of Anta's localization.

At present, China's manufacturing advantages are ten, and 80% of the world's sporting goods are made in China.

Now the rapid development, the central issue is to occupy a fast business mode.

The company's own production and flat downstream Wholesaler Management will help supply chain management more effectively.