"Shoes Capital" Jinjiang Pformation "Sports Goods Capital"

With the approaching of the Olympic Games, there are more and more researches and discussions about sports marketing and Olympic marketing in various media. From the perspective of individual enterprises, there are many sports marketing and Olympic marketing.

This article analyzes the regional and industrial mode of sports marketing through the rise of Jinjiang city.

Jinjiang Road: Jinjiang is pforming from "shoe capital" to "sports goods capital".

What is the pformation of Jinjiang to China's sports marketing and sports industry development, the exploration of China's regional economic model, and the successful pformation of sports enterprises that China exports to domestic markets?

Since the 80s of last century, as a terminal of light industry chain, Jinjiang footwear industry has led the vigorous development of Jinjiang's economy in Jinjiang.

At present, Jinjiang is pforming from "shoes capital", which is mainly engaged in tourism, leisure and sports (Professional) shoes, shoes, shoes and other related industries, to sports capital and sports capital of sports events.

The misunderstanding of sports marketing in Jinjiang is that Jinjiang sports enterprises are mostly small and medium-sized enterprises, and it is difficult to form economies of scale.

From the perspective of enterprise size, enterprises with 100-400 employees accounted for 68.3% of the total business, while less than 100 of the enterprises accounted for 19.5%, and 400 or more enterprises accounted for 12.20%.

The overall level of sports enterprises in Jinjiang is the current situation of small scale, scattered industry, low technology level, disorderly competition, poor brand awareness and lack of systematic marketing.

This is manifested in the following aspects.

Pay attention to OEM ignore brand management, OEM is an international common mode of production: brand or channel network holders issued processing orders, earn high-end profits; manufacturers accept orders for OEM, earn processing fees.

Jinjiang's most famous and large sports enterprises have done OEM business at the beginning of their business. It is also clear about the impact and resistance of OEM on the development of enterprises, and the impact of the financial crisis and the pfer of China's footwear industry chain has led to a sharp reduction in orders.

Jinjiang shoes have been in the wholesale market for a long time overseas. When they arrive at the terminal, they enter the warehouse supermarket or become a flea market stall.

According to the data from Quanzhou footwear industry association, in 2005, the average export price of Jinjiang shoes was less than $10.

This is not the same as the retail price of hundreds of dollars of brands such as Nike and Reebok on the market.

It can be said: "in the international market, Jinjiang shoes and Jinjiang sporting goods are not brand names."

Pay attention to advertising investment and ignore system marketing. Jinjiang sports enterprise is started by OEM. To some extent, these decision-makers do not know how to operate the market.

Therefore, in the short term, the phenomenon of using large amounts of funds to fight advertising campaigns and hiring image spokesmen in the short term is expected to achieve the goal of occupying the largest market share in the shortest time. However, for those enterprises that rely on OEM to accumulate funds, the risk of doing so is enormous. If they fail to achieve the desired results, high capital investment will probably drag themselves down.

The marketing managers of Jinjiang sports industry generally believe that sneakers can be classified into three categories: professional sports shoes, leisure sports shoes and fashion sports shoes.

Professional sports products require functional, mostly used for field confrontation, while athletes generally agree that the match equipment is basically a series of products of NIKE and ADIDAS. Jinjiang brand is not competitive in professional sports. Therefore, Jinjiang sports enterprises lay emphasis on the other two categories of product development, and apply it to the components of brand names, such as "XX fashion movement" and "XX leisure sports".

The orientation strategy of sports enterprises in Jinjiang is generally correct.

If we say that fashion sports are street oriented, cool and heterogeneous, leisure sports tend to be more casual and comfortable.

In fact, fashion and leisure are ultimately "fashion oriented".

However, the sports enterprises in Jinjiang only pursue one-sided pursuit of new, unusual and special product research and development characteristics, or even simply imitate and plagiarize, but ignore the high-level research and development concept represented by professionalism, practicality and technology foresight. The product line is too narrow and the price space is too small. The importance of self strength improvement and the improvement of the overall competitiveness of division and cooperation are emphasized. Jinjiang sports industry is an economic mode formed by the local natural and economic environment based on regional economy and a variety of supply relationships, playing an extremely important role in the beginning of Jinjiang sports industry.

But we can also see that every enterprise pays attention to its convenience and scale, and walks a small and complete industry development mode. This supply chain is chaotic and disorderly, without forming a reasonable, scientific and orderly industrial chain, which will inevitably affect the overall level of Jinjiang sports industry and the implementation of the strategy from shoe capital to sports goods capital.

Therefore, the reintegration of the industrial chain will become a necessary and necessary course for Jinjiang to pform from the shoe capital to the sporting goods capital.

We must pay attention to hardware construction and ignore software construction. We can say that all Jinjiang sports brands are doing monopoly, and they are expanding through monopoly.

But it is often blind to expand the market, not to win the market, but let the company jump into the trap.

In the sports enterprise brand of Jinjiang, there are ten or twenty enterprises claiming to have more than 1000 monopoly outlets in the whole country. According to this network level, if the sales performance of each store is 10 thousand yuan per month, then the sales volume of 1 billion or so a year is not a problem.

But in fact, Jinjiang's annual sales (at ex factory price) can exceed 1 billion.

This is the problem. In most companies, the terminal stores are mostly left behind and poor performance. After paying the high cost of opening the shop, they fail to produce the ideal sales, but become a burden on the company and agents, forming a vicious circle.

Many sports enterprises in Jinjiang focus on the hardware construction of product packaging, agent investment, store terminal, and so on, ignoring the software construction of enterprise culture, brand image, marketing level, personnel quality and so on.

The main market of sports industry is fitness and entertainment industry, sporting goods industry, sports competition broadcast rights, sports lottery industry, sports advertising industry and sports service industry. The development of sports industry in our country is still in its infancy. The development of the six markets is not yet mature, but it has begun to take shape.

There is a rule for sports people. The top sports team in Pyramid is a national sports team, followed by professional athletes, then amateur athletes, and the bottom is sports fans, ordinary consumers.

For the specific consumer market in China, the bottom of Pyramid is a solid market base.

If we compare the promotion mode of Jinjiang brand, they will promote the brand awareness and consumption concept of the bottom brand through the top image of Pyramid apex in the earlier mode of operation. In the later stage, we directly aim at a certain group at the bottom of the market, so we have the idea of entertainment marketing.

After the promotion of brand recognition and popularity with the help of entertainment stars, the Jinjiang brand should complete the grafting process from the common consumer group to the national level athletes. In 2008, the brand new leap is realized with the help of the business opportunities of the Beijing Olympic Games to restore its sports nature.

How to realize the evolution of this process? First of all, as a trader of brand, it must be clear about the difference between the brand personality and other competitors of its kind, and how its development trajectory and goals are defined.

2.. Sports brand construction should take the road of differentiation. There is a huge sporting goods brand in Jinjiang. The brand concentration rate is very high. However, the serious homogenization marketing mode results in the hollowing out of the brand of Jinjiang enterprises.

So, where are the opportunities for brand building in Jinjiang?

Jinjiang brand construction needs to go through three stages: the first stage is the "hard work" stage. At this stage, entrepreneurs are thinking more about how to survive.

To survive, we must fight hard. Survival is the absolute principle. "Order, output, scale and efficiency" are the coolies, physical strength and equipment. This spirit of struggle creates a unique industrial cluster in Jinjiang.

The second stage is the stage of "good spelling". At this stage, entrepreneurs begin to think about how to build their own brands and realize the pformation from selling products to selling brands.

The company began to try to diversify its brand, go out of the region, become a national brand, start hiring image spokesmen, advertise, and so on. "Good fight to win" has made the reputation of Jinjiang brand capital.

The third stage is the stage of "smart spelling". At this stage, entrepreneurs need to think calmly about the issue of "brand sustainable development".

Enterprises should learn to "change", learn to use wisdom and knowledge, learn to make use of others' successful experience, and learn how to use the external brain when there are insufficient talents. This is what I call wisdom competition here.

From the above analysis, we can see that Jinjiang enterprises are in the second stage to the third stage of pition, Jinjiang is not lack of brand, but the lack of differentiated personalized brand and brand overall improvement and planning.

3.. The strategic concept of sports marketing should be changed from being big and strong to being specialized and strong.

There is always a complex between Chinese entrepreneurs and entrepreneurs in Jinjiang. They are bigger and stronger and become international brands.

This is related to the old complex in Chinese national culture: "better to be a chicken head than a phoenix tail."

Zhong Pengrong, a famous economist, summed up the two ecological models of enterprises in Qingdao, which take the big enterprises as the main body and the small enterprises as the main body in Wenzhou. The concept of "puppy economy" is mentioned in the business and business development of Wenzhou businessmen in the commodity market, that is, small enterprises, big matching, small economy, big industry, small products and big market, so as to mention the development path of small and medium-sized enterprises in the regional economy.

The concept of "bigger and stronger development" is not suitable for all small and medium-sized enterprises, because the existing regional economy can not support the development of large enterprises because of the three aspects of management system, credit system and legal system, so small and medium-sized enterprises should not blindly develop, and should strive to be specialized and strong.

The way of Galanz's success is: "industrial concentration, link concentration and space concentration" is the choice of sports industry development in Jinjiang and even China under the current regional economic conditions.

"Small businesses, big matching, small economy, big industry, small products and big market."

The ecological pattern is in line with the law of market economy.

4.. Sports marketing must be organically combined with sports, so as to achieve the optimization of sports resources.

At present, China is taking the three opportunity to combine the concept of sports economy in developed countries with China's sports undertakings.

Hosting the Olympic Games, China's competitive sports pformation, China's sports market demand has increased dramatically.

These reasons have made Chinese sporting goods internationalized, and the world sporting goods enterprises have taken the most demand in the Chinese market and poured into China in a short time, thus stimulating and promoting the strength of private enterprises in China.

This year, Jinjiang has bid for the basketball city of the National Basketball Center, which will greatly enhance the overall taste of Jinjiang.

The Jinjiang municipal government is planning in an all-round way, trying to integrate all kinds of resources and integrate the brand building of enterprises, the brand building of cities and the brand building of large sports. Perhaps, the future of Jinjiang is not just a sporting goods production base, it is not only a sports manufacturing in Jinjiang, but a big sports city.

Sports marketing must realize the organic combination of Finance and finance.