How Does The Local Sports Shoes Brand Break Through The Industry Dilemma?

Some people say that as long as there are places for sale and purchase, they are generally talking about "fashion", and the sports shoes and clothing are even more high-profile. In recent years, the "fashion sports" roll seat local sports shoes and clothing have become a trend.

It is a hot phenomenon in product development and brand operation.

The popularity of local sports brands has increased the homogeneity of products, and the price competition among brands has become fiercer.

If the brand relies solely on terminal channels and advertising promotion, it is difficult to expand the brand hard strength of enterprises.

In the process of fashion movement, enterprises should also increase the promotion of practical performance of products, and differentiate the idea of "fashion movement" from other competitive products more easily, so that it is a new round of brand winning for local sports brands.

The brand of sportswear shoes gradually shifted from the original professional sports system to the fashion movement style. Although the local sports shoes and shoes found a product positioning and the direction of the brand line, it intensified the speed of "assimilation competition" among sports brands.

Five major injuries to local brands

The phenomenon is that local sports brands are reluctant to invest in raw materials, and the phenomenon of assimilation is obvious in raw material checks.

The new fabric or new technology has spread rapidly and has a high penetration rate. The wide range of fabric and process sharing among enterprises leads to a new round of product assimilation among brand products.

Therefore, enterprises lack the core competitiveness of independent products in the core technology of fabrics and processes.

This is the prevailing phenomenon of sports shoes and clothing brands.

Even if there are two thousand or three thousand large scale terminal brand stores, especially the local sports brands in the fabric and accessories procurement are concentrated in the same area, the purchase of fabrics is almost the same, no difference is that the capital mobility and larger enterprises purchased fabric compared with it will get more affordable fabrics.

This is only the difference in price and does not affect the assimilation of a garment or a pair of shoes on the use of the fabric.

Phenomenon two. In product R & D, local sports brands blindly follow suit, resulting in brand wandering on the fringe.

Every time the new style products launched by international brands can touch the chords of local sports shoes and clothing.

For local sports shoes and clothing, this is not competition, but market opportunity. The introduction of new international products means that some enterprises have another chance to imitate and follow suit.

And this opportunity comes from the maturity of the local sports brand to the three or four line market operation, and the development of the international brand to the three or four line market is not universal.

Phenomenon three shouting product fashion culture, but ignore the inherent discipline of the product, local sports brand heart no fixed place.

When we enter the large and small market of every district, or watch all kinds of TV, we find that the more irrational the local sports enterprises are, the more they will shout the brand culture and the brand spirit. On the contrary, the international brands are shouting the function and technology of the products.

Even if the culture of the international brand is enough, in China, we must start with the internal quality of the products, so we have to reflect on our domestic brands.

2012 is the best period of Olympic marketing. The general sports shoe and clothing enterprises have put their eyes on the British national culture in product design. I am not saying bad here, but I want to ask if your product is sold to the British or to the Chinese.

When the "peacock blue" clothing product dominates fashion, many shoe and clothing enterprises are dumping on them. When the "grid" trend sweeps across the Chinese market, many shoe and clothing enterprises are advancing. When the "graffiti" becomes the fashion hot element, the local shoes and clothing products are appearing. When Transformers and Kung Fu Panda enter China, the local shoes and clothes are coming.

Such a practice of external resources is desirable, though we simply print such elements simply on the appearance of our products and then sell them.

Our local sports shoes and clothing enterprises pursue short-term economic benefits in the operation of products. In exchange for the rising price of raw materials and labor costs, the prices of products are much worse.

Phenomenon four: due to the weakness of R & D strength and the lack of brand spirits, coupled with the lack of operational capability of domestic sports brands in product speculation, local sports brands can not lead the fashion trend, and the style of products can only be led by international leading brands.

The local brand "fashion movement" is not moving.

Domestic sports brands lack certain product speculation.

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On the one hand, too much emphasis on brand promotion and terminal channel development, but lack of sufficient investment in product development.

On the other hand, the investment in R & D is very simple. R & D team is very inadequate in terms of professional quality and professional ability. Compared with the international brands, our R & D personnel are even weaker, and the style of the product is also subjected to multiple screening.

Third, compared with the "fashion trend", the local sports brand has been lagging behind for a whole quarter.

For example, these new technologies, such as "gradual processing technology" and "ultra light sports materials" have been launched for six months in international brands, and our local sports brands are only now being launched.

This backward information and passive control of the trend make the domestic sports brand in the fashion homogenization.

Phenomenon five. The "fashion movement" imperial title is unattainable. Local brand fashion movement lacks differentiated brand positioning and brand line.

It is also a fashion sport brand, and some brands have put forward the marketing method of "sexy" brand positioning, such as Kappa.

Some put forward the brand idea of entertainment, such as XTEP.

From the dissemination, we can find that their brand communication is very accurate.

But many of our brands lack the fine and differentiated brand line in the concept of fashion movement.

Especially in the two or three line market where local sports brands are concentrated, both the style of the product and the brand consumer groups tend to be popular.

Only in the popular group, young groups occupy the majority, but not the overwhelming majority.

Secondly, the fashion movement advocated by local sports brands has no clear positioning.

Fashion is a very general concept.

Moreover, apart from Anta, PEAK and so on, there are less than 10 large enterprises engaged in professional sports marketing, and other sports brands are almost advocating their brand is "fashion sports brand".

Universal fashion solution

In today's fashion boom, how can local sports brands break through the plight of fashion and enhance the competitiveness of products and brands?

Sports shoes and clothing should timely guide the consumption of the market, instead of simply providing the products needed for the market.

Therefore, shoes and clothing enterprises must strengthen product research and development, guide market consumption, instead of following the market trend.

Enterprises can find external resources and strong R & D teams, such as the current school enterprise cooperation, or seek international famous R & D cooperation, and so on. The form of cooperation is diversified.

We must be good at controlling the fashion trend of the market, excel in the hype of products and the market operation ability of products.

Every quarter of the market has its main trend of fashion, including color, style, craft, and so on.

The development of local sports brands in every quarter is in a passive situation, and there are also some imitation materials that are bought from some international brands.

Brand appeal and lack of continuity of product culture result in greater consumption of local sports brands in promotion.

The appeal of local sports brands in the market is very weak.

From the advertisement, we can see that many enterprises in order to be able to fully promote the brand to the whole country, in this TV station do a period of advertising, in that satellite TV for a short period of advertising.

The limited resources are dispersed in various TV stations. In a vast television advertisement, this way is hard to get results.

The local sports brand is essentially a popular brand. Even if it is positioned as a fashion sport or a trend movement, it can not do without popular demand. From this point, it also leverages the sales volume of the local sports brand market.

However, the popular fashion of local sports brand is too fierce in brand price competition, resulting in low brand grade and weak competitiveness.

If the local brands are stacked together with the product's operation mode and the product development concept of a wide range of target groups, it will be very difficult to win the market if there is no brand name or advertising promotion.