361 Degrees 500 Million Huge Star Shop

With the Olympic Games approaching, more and more magnesium lamps from all over the world focus on China and focus on Beijing.

Many marketing experts regard the first order meeting held in 2008 this year as the famous brand of the Olympic Games in China, which sounded the moment of Olympic marketing "assembly number", because the Olympic marketing strategy of all enterprises will start to see on this battlefield without smoke of gunpowder. 2-3.

Yesterday, the 361 autumn 2008 new product conference was held at the Xiamen International Convention and Exhibition Center. In the face of more than 3500 terminals, 361 degrees officially launched its 08 strategy: in the theme of "China's courage to be yourself", we should use the golden key of "national sentiment" to start the internationalization process and further improve the domestic network.

Nationality is the advantage of domestic brands. As early as the end of 2007, Adidas, the main sponsor of the Olympic Games, put down its international brand status and launched the "2008 together" Olympic Series strategy with the absolute leading role of Chinese people.

But the LEON BERGER, the president of the East Ren De communication institution who served for Adidas, believes that although the history of Adidas is closely related to all previous Olympic Games, the Olympic advertisements in 2008 are also striving to localize, but there is always a lack of "flavor". This "flavor" is the quintessence of the Beijing Olympic Games - China's national character.

The Olympic Games have always been the lowest time for the national sentiment to rise and consumers to be obsessed with the world.

361 degree president Ding Wu believes that the slogan "China is brave to be yourself" put forward at 361 degrees, has chanting the common aspiration of millions of Chinese people, reflecting the spirit of perseverance and challenge of the Chinese and Chinese enterprises, which will run through the whole year's marketing activities.

"We are a national brand, and the Olympic strategy of the biggest group of the Olympic Games and Chinese compatriots to communicate is a directional blasting technique for Olympic marketing."

Ding Wu said.

Compared with the strong international brands, LEON believes that the Chinese sports brand is still a long way to go to break through, but playing the "national sentiment" brand is obviously a smart move.

500 million, to build up a star store to raise the demands of "national sentiment", we will continue to increase the laying of sales channels by 361 degrees this year.

It is reported that 361 degrees will find and open up new core areas in the domestic market, and invest 500 million yuan to build star stores. It is understood that this is also the largest amount of investment terminals at 361 degrees.

Through the promotion of personnel services and online store layout, the 361 degree will focus on enhancing the competitiveness of the terminal, creating 25 luxury star stores in the whole country, collecting and upgrading 500 single store and factory stores, and comprehensively starting the fifth generation standard image store construction.

Xia Youqun, assistant director of 361 degree, said that the firm foundation of 361 degree consolidation is to focus on solving a problem every year. In 2005, it was a breakthrough in the market and reconstruction of channels. In 2006, the brand strategy was implemented, and the business process reengineering in 2007 was the foundation for the overall take-off of the terminal this year.

Baoshan, a strategic consulting expert at Peking University management consulting company, believes that the solution of a problem in 361 degrees a year is worth learning from many small and medium-sized enterprises in Jinjiang.

To start the process of internationalization is of great concern. For the first time in this new product conference, 361 degree has clearly put forward the "internationalization" strategy, and before that, other sports brands in Quanzhou have taken the lead in starting the internationalization process.

In this regard, Xia Youqun believes that the Olympic Games is a sports event of global concern. Past experience has proved that with the help of this platform, many sports brands have been developing rapidly, and the brand name of 361 degrees, which is made up of Arabia figures, has the unique advantages that can be applied everywhere in the world without plation. It is impossible to miss this golden opportunity.

In terms of how to internationalize, LEON may have revealed a 361 degree strategy from one side: in North America, Chinese brands are less than Nike; in Europe, Chinese brands are only inferior to ADI.

But if we enter Russia, Africa and other markets, Chinese brands will have certain advantages.