Local Sports Shoes And Clothing Brand Is The Time To Bow To Nike.

As we all know, since 2010,

As far as I observe, the pattern of the world sporting goods market has three characteristics: first, the global sports brand basically comes from the sports power, such as the American Nike and Germany's ADI; two, in developed countries, there are basically 3-5 local scale brands, such as YY in Japan, big cock in France, etc. three, in the field of professional sports goods, there is a long long tail, dominated by a number of small and medium-sized professional brands, and there are still smaller smaller tails under the long tail.

For example, running New-Balance, Tenica, outdoor TheNorthFace, board limit Vans, surfing O 'Neil and so on.

Therefore, for the future trend of China's sporting goods market, my judgement is that with the diversity of China's market scale, growth potential and consumption demand, there will be some local brands that can be separated from Nike and Adidas, and some will continue to fight for survival in the red sea of leisure clothing. The rest, if we stick to the sports line, we must combine with a professional sport to enter a more subdivided market; however, due to the current educational system in China and the cultural tradition of emphasizing martial arts, the market demand needs to have a slow accumulation process.

If we take the trend line, we need the brand positioning and innovative marketing methods with unique personality.

Back to the point, I would like to remind leaders of sporting goods companies that there is no doubt that people have no worries.

When it comes to the so-called brand advantage, have you ever considered what to invest in the brand? (pay attention to the investment "investment" instead of "spending" Cost, not just words, but different cognition and different results) when the year is good, how can a high growth rate cover up a hundred ugly days? When the time is bad, can we create the past by the "saturation" attack of "CCTV5+ sponsoring resources", and then rely on what to win the future? Yes, life is the absolute principle, but the problem is that the money is not spent, but the brand value is not growing. When you envy Nike, it comes first.

Some people say that learning Nike is a dead end road, no law, but you can not see Nike go all the way to beat us by the city, it is exactly what you do not want to learn.

For example, local brands now talk about "sports marketing", rather than signing the blindness of sports resources. Just signing the contract and paying the money will be enough to make you spend a lot of money.

You do not spend time on athletes, pay no attention to the development of sports, and even do not want to rack your brains in communicating with sports enthusiasts. You only want to expose opportunities and pick up peaches. Why do you complain that others have taken your money without saying hello? What are the reasons for complaining that consumers do not see you?

In 2011, Nike launched an "exercise..."

In addition to the integrated advertising campaign, the theme of the campaign is the "Nike sports collection" of the 80 thousand people stadium in Shanghai.

Friends who have been there, whether they are sports officials, media reporters or sports fans, give good comments.

Suddenly, the theme of Nike even has some flavor of public service promotion, because it calls on young people to participate in sports, which is the leading brand to do.

To make a brand is complex, and all kinds of theories and models are flying all over the world. In fact, a brand is a promise.

As long as you deliver the brand slogans to the consumers in the real business activities, your brand will naturally live in the hearts of consumers.

Four years ago, when Obama said "Change", he wrote this word to everyone in the local business. If we take advantage of our family and growth space, we should change it quickly. Otherwise, it will be too late.

Although Lining is not so well received, he must not regard his "change" as a negative model. On the contrary, the consciousness of initiative change is lacking in many brands.