Seeing The Future Of Chinese Sports Brand From Lining'S Attack On Both Sides

On the issue of the future of Chinese sports brands, the reporters interviewed Matthew Nagler, an associate professor of economics at the New York Municipal University, Professor Zhang Zhong, Walton School of business, University of Pennsylvania, Lashnil Newton, international business consultancy Lashnil Newton, University of Iowa, assistant professor of marketing, Zhang Qin, sports Culture Research Fellow of the British Liz Metropolitan University, and President of China Brand Strategy Association, Beijing. clothing Professor Wang Yongjin, associate professor of College of fashion art design and engineering, and Liu Xiang, deputy director of Public Relations Department of PEAK (China) brand management center.

　 　 Lining Suffer from both sides

Zhang Zhong: there are few countries in the world that have so many sports brands in China. Vicious competition is fierce. Lining is in a very vulnerable position. On the one hand, other local sports brands in China are like Anta PEAK has been expanding rapidly since 2008. Lining's 7200 stores must compete with more than 4.2 000 local rivals. This comes from the competition between the middle and the low. On the other hand, international brands such as Nike and Adidas are doing well in the two or three tier cities. This comes from high-end competition. Li Ningzheng was attacked by two sides. China's sportswear industry is likely to undergo a round of integration, and Lining can lead the integration process.

Zhang Qin: Lining, the sports brand, did well 5 years ago. Recently, it has been in a difficult position. To a large extent, it is a problem of bad economic environment. China's middle class and middle and lower income groups have declined. Under such a big economic environment, China's domestic market has been greatly affected. Because sportswear is not a necessary consumer product, the general consumer will choose not to buy or not care about the brand when the income falls. The target market of Nike and Adidas is a relatively high income class in China. Because this class is less affected by the economic environment, the impact is relatively small. In addition, the general products will have corresponding strategies to launch new designs and new products when they enter the mature stage. Lining has entered such a mature stage and needs to rethink and position his sales strategy.

Yang Qingshan: there are two reasons for the sharp decline in corporate performance. First, there are major failures in the business strategy of the enterprise, and the two is the external environment such as the economy. From the point of view of brand marketing and brand strategy, Lining's performance fell sharply, which was related to the spanformation of his assessment and management strategy. In recent two years, Lining's brand proposition and LOGO have changed, emphasizing younger, color style and so on. But from the current market performance, its adjustment is unsuccessful.

Entering the adjustment period after rapid development

Wang Yongjin: China Sportswear The most important problem is that the phenomenon of product homogenization is too serious, whether it is fabric, style or quality. However, the decline of the performance of Chinese sportswear brands is normal. Any industry has a high-speed development period and an adjustment period. The Chinese sportswear brand appeared from 2002 to 2003. With the east wind of the 2008 Beijing Olympic Games, the demand for blowout increased. At that time, international brands were mainly sold in the second tier cities. The three or four tier cities were blank, the market was huge, and a large number of domestic brands such as Anta, 361 degree, XTEP, PEAK were rising rapidly. But since the second half of last year, it has expanded to a state of saturation, and there must be a period of adjustment.

Liu Xiang: after 10 years of rapid growth in the domestic sporting goods industry, as many as hundreds of brands have flocked in, the market capacity has increased sharply, competition has intensified, and market readjustment is inevitable. Some small brands with low strength, less brand resources, unclear positioning, non-standard management, or poor competitive brands will gradually withdraw from the market. In addition, consumers' choice of brands and products is increasing and consumption habits are becoming more and more personalized. This requires flexibility in strategy, product and marketing strategy. Some enterprises with slow market reaction will be marginalized or eliminated.

Neil Newton: it's very simple for consumers to buy your products. If your product is of good quality and consumers do not buy it, the problem lies in the consumer's perception of the product. Cognition decides everything. That's why consumers are willing to spend a lot of money to buy a pair of Nike sports. shoes Consumers think they are the best shoes. This recognition is based on a good brand and a strong marketing concept.

Yang Qingshan: Sportswear must follow closely with sports. China's brand lacks long-term development strategy, and it is a short-term strategy of catching type. At this London Olympic Games, many Chinese sportswear brands did not take any action. This deviates from the main line of brand communication, and the core value is not reflected. If the fabric can not meet the demand for good sports, the style can not satisfy the consumers, the use value and the consumption psychology can not be satisfied, so the market performance can be imagined.

Try Tai Chi shoes.

Matthew Nagler: the success of a brand will ultimately depend on its product characteristics or the characteristics that consumers recognize. Chinese brands should create a unique brand image and have unique attraction to Chinese consumers. The Japanese brand UNIQLO successfully entered the US market. Instead of positioning its value advantage, it created a unique brand image. Chinese brands can offer products of equal quality to competitors at a lower price, but this strategy may be outdated. China's local sports brands need to upgrade their products, and also have marketing strategies that can foster this unique image.

Liu Xiang: Chinese enterprises should learn from international brands, look at the global market, distribute global marketing resources from the whole world, purchase raw materials from the whole world, and even make use of the factories in the world to manufacture and create global design and research talents, so as to keep up with the market trend. Most importantly, the Chinese sports brand should go out and have a bigger stage outside. PEAK's annual report showed that total performance fell 28.5% to 1 billion 610 million yuan over the same period, but the overseas market maintained a good growth rate, reaching 12.2% of the total turnover.

Zhang Zhong: a province in China is bigger than many other countries in the world. Therefore, globalization is neither necessary nor necessary for local brands to pursue. Chinese brands can learn something from western brands. First of all, new concepts and new designs must be developed. Secondly, in terms of brand building, we need to keep up with the trend and ask the best athletes to endorse. Lining's brand is still overly dependent on Lining, a sports hero, but his appeal is fading fast. Third, if we identify the market segments and identify their mental state and make a fist product, such as doing Yangko's shoes, the brand will soon come up.

Portman: for those national brands that need to save themselves, it is impossible to lower their prices or to produce more marketing funds. It can imitate the early strategy of China's white household appliance industry, so that more low-income people can familiarise themselves with and like their brands and seize the share of the market. In order to revitalize the national sports brand, it is not necessary to keep a close eye on the bidding of large international competitions, and must closely cooperate with the traditional national sports. For example, Chinese people like to play taijiquan. Are there any sports brands in China considering the clothing and footwear market in this area? Many Chinese like fishing and self driving tours. These leisure markets have the value of development, and are also the advantages of Chinese enterprises.