What Are The Deadlocks Facing China'S Sporting Goods Industry?

The growth and development of China's sports brands are also locked in a stalemate.

With the strong rise of Chinese sports in the world, sports brand, one of China's sports industry, is developing rapidly.

But at the same time, the growth and development of China's sports brand also plunged the Chinese sports brand into a brutal competition stalemate. The stalemate, the stalemate, the deadlock, the stalemate and the deadlock have become the five deadlocks that restrict their growth.

Situation deadlock

If the current sports brand market status is divided into high, medium and low end three parts.

So, Nike and Adidas are firmly occupying high-end market.

Anta is wandering in the middle end, and many small and medium-sized brands are entrenched in the vast majority of China's and the world's low-end market.

Therefore, "going to the high end" and "internationalization" are the two major challenges for China's local sports brands to overcome.

In fact, Chinese brands have been trying and working hard for a long time.

In recent years, Lining has gained some popularity in the international market. But in a few years, the sales volume of the company in the overseas market has been lingering. In the domestic market, Lining has been confronted with the obstruction of Nike and Adidas in the high-end market.

With the popularity of Anta, sports brand has sprung up in Fujian, but it is hard to avoid the bottleneck of homogenization.

Although there is an international dream, whether Anta is the first to start, or XTEP, 31st degree, Hongxing Erke or PEAK, not only has not completely entered the high-end market, but in the middle and low end market, more fierce.

Communication deadlock

"Big hand advertising" and "keen celebrity endorsement" are the true portrayal of local sports brand marketing communication.

Since Anta hired Kong Linghui to endorse a huge advertising campaign on CCTV and quickly opened the domestic market and achieved good results, it immediately caused the imitation of Jinjiang sports brand. They often produced tens of millions of dollars or even hundreds of millions of yuan for TV advertising.

A lot of advertising brands have chosen stars as their brand spokesmen.

Lining invited O'neal, the owner of the five NBA championship ring, and PEAK invited PEAK vice captain Battier to be the image spokesman. Voight took NBA returnee Wang Zhizhi, XTEP invited Nicholas Tse and TWINS, and del Hui moved out of the singing world.

Before we can see whether the spark between stars and brands can be wiped out, it will not be better to use that combination method to spread. For this way of promotion of "celebrity endorsement + CCTV advertising", though it can raise brand exposure rate and occupy a certain market share in a short time, but when sports brand wars become star wars, the result is

When you remember a star's face, but you can't remember the brand of a product, the embarrassment of an enterprise can be imagined.

Positioning deadlock

It can be said that "swinging basketball" and "swinging between professional and fashion" are the two major positioning of Chinese sports brands.

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Perhaps under the influence of NBA, basketball will become the first sports equipment market.

When Nike and Adidas took NBA's popular stars to attack China's basketball equipment market, Chinese sports brands were also not to be outdone.

In addition to O'neal's product endorsement, Lining also sponsored two basketball championship teams in the Olympic Games and the world championships. Anta has been named CBA League for several consecutive years; XTEP has sponsored the Chinese women's Basketball League A;

Many sports brands are positioning their fist products as basketball equipment, and the limited consumption group of Chinese basketball equipment is being split up by increasing base.

XTEP and del Hui are typical representatives of fashion sports brands. Because of the high popularity of endorsement stars, these two brands are also chased by fashionable young people and have won high market popularity for them.

Fashion positioning has won the favor of young consumers, but if it loses the share of professional sports market, XTEP and del Hui are obviously unwilling to see it.

Fashion and specialty, Chinese sports brands seem to be hard to choose between them.

Channel deadlock

The so-called "Cheng ye Xiao He, defeated Xiao He", China's local sports brand, especially the rise of the Jinjiang system, is dependent on the agent system.

Most of them take the form of provincial general agent to expand to cities and counties, and offer various preferential measures to encourage distributors to open stores.

So brand image shops and four stores all over the country.

According to this model, many sports shoe enterprises have taken up the banner of the brand, and it is also a model of "celebrity endorsement + CCTV advertising", which has achieved good results.

But this mode of agency also puts many sports brands into a deadlock.

A street with limited consumption capacity stands on more than ten sports brand shops, and has become a true portrayal of pedestrian streets and commercial streets in major cities.

In addition, due to the uneven levels of agents, complex relationships, confusion in management, and low brand loyalty, how to manage and motivate agents becomes a headache for many brand marketing directors.

This also makes many sports brands fall into the bottleneck of marketing, and sales can reach a certain height.

Create deadlock

According to the report of the World Federation of sports goods, China has over 65% of the world's sporting goods production share.

However, behind the "big producing country" of sports goods, the lack of international brands has "quantity" and "no quality", making the prospect of Chinese sporting goods not optimistic.

What is even worse is that for the more and more mature sporting goods industry, China's labor force advantage is gradually vanishing, and its competitiveness is "swallowed up" by Southeast Asian countries and Pakistan.

The labor force advantage of China's sporting goods industry has no longer played a decisive role.

In recent years, some developing countries have been eyeing the new economic field of "sports economy" and have been competing fiercely with China.

For many years, the "three big ball" export market has always been occupied by China. However, at present, 60% of the world's football has been produced in Pakistan, and there are as many as 200 manufacturers there.

These companies are subcontractors of companies like Nike and Adidas. They sell football overseas and integrate into global economic activities, forming a link in the international value chain.

The profits of the football manufacturing industry have changed the city of Pakistan to the "golden area" of the city. The annual salary of the local people is about 1000 dollars, which is two times the average wage level of Pakistan.

In addition, due to the fact that the current sporting goods manufacturers in China are still small and medium-sized, the production facilities and management level of these enterprises are lagging behind, the quality of personnel is not high, and the quality of products is low.

A variety of factors restrict the improvement of the overall level of the industry, and at the same time make our sporting goods exports encounter resistance.

Get out of the predicament

Although China's sports brand is in a stalemate, but in the context of the upgrading of domestic consumer market and the change of consumption concept, we should also take an optimistic attitude and actively and bravely get out of the stalemate.

Go out of management misunderstanding

The gap between China's local sports brands and internationally famous sports brands is largely the gap between brand management.

Because of the basically consistent production mode, the difference between local brands is not obvious, and the brand value is almost the same.

In the market, it can be found that Nike and Adidas's stores are all sporting passion and pure sports information, while in KAPPA, fashion is the first place, which constitutes the core of the brand.

But many local sports brands are still separated from fashion and professional sports from time to time, and the concepts of fashion or sports are not pure.

This difference is essentially

Management gap.

Therefore, regardless of positioning fashion or professional, choosing and utilizing the right marketing resources and passing the connotation of the brand has become an important means of brand management and brand extension.

Lining and Anta are greatly improving their brand image through this way.

Out of misunderstanding of communication

The main purpose of communication is to publicize enterprise products, convey brand personality, satisfy consumers' needs, stimulate consumers' interest in buying, and influence consumers' purchase decisions.

However, most of the local sports brands adopt a single dissemination and promotion mode. Although the amount of advertising is huge, the effect is not ideal.

The main reason for this embarrassing situation is that advertisers and advertisers have many misunderstandings about advertising communication, which directly leads to the low level of advertising creativity and the difficulty of arousing the interest of the audience.