Perspective On The Differentiation Of Sports Shoes And Clothing Brands

Brand competition has never come first, and who has grasped the docking point of meeting and satisfying the current material needs and spiritual needs of consumers, who has taken the initiative.

Sports brand is also so.

At present, there are three ways to promote the promotion of sports brand: one is to advocate sports spirit, such as "everything is possible"; another is to focus on professional products, such as "science and technology movement"; the third is to graft with entertainment elements, such as "+Jay".

Of course, there are several kinds of infiltration.

But with the development of the economy, there is no doubt that these methods are used to solve the professionalism of the product brand. But the higher requirement of some consumers is the highly integrated "four in one" product and fashion, cutting-edge and popular.

Like the "shirt country", the original cartoon vector is used to create its own fashion kingdom. Like "EXR", the product system is formed by racing elements.

Goldrooster from France, using sports fashion products and a consistently respected spirit of middle class, bloomed in the industry.

Product breakthrough: adjust product mix, dislocation competition Goldrooster introduced into China for a very long time, only two or three years.

At the very beginning, Goldrooster made the product configuration according to the traditional sports products, that is, the sales of clothing and accessories were dominated by footwear products.

But compared with similar products, the comparability is too small.

The overwhelming advertising bombing of the opponents and the rush to seize the terminal resources make Goldrooster feel a lot of pressure.

After repeated deduction and verification, Goldrooster China mainland marketing center has made a major decision: adjusting product mix and implementing dislocation competition.

The core of dislocation competition is to find out the weak points of the opponent and make full efforts so as to have the advantage to settle down in the market.

Goldrooster realized in its early operation that although many competitors have certain advantages in footwear products, they are powerless in clothing, and their products are seriously homogenized.

This discovery has strengthened Goldrooster's determination to make good clothes products.

Through a series of integration, Goldrooster changed the proportion of clothing and shoes for 180 degrees. For the first time, it established the six major clothing series: soccer, nautical, polo, golf, bridge and LOGO.

Of course, these six series are definitely not the traditional professional sportswear series, but after carefully crafted and processed sports fashion: golf, tennis, boxing, football and other sports elements, team patterns, cheerleading slogans, side stripes, combined with the fashionable colors of the seasonal fashion trend, and then mix with the exclusive functional cloth of sportswear, flexible and comfortable, and because of the tailoring of fashion, it is magical and close to the body, and implicitly praise the posture lines.

Goldrooster tells people that sports need not only professionalism, but also a sense of life and fashion.

Functional clothing, lines, flexibility and leisure sportswear are the trend vane of sports brand forever.

"Culture breakthrough: middle class culture full of brand connotation." the French sports brand Goldrooster has been inextrication from France's politics and sports since its birth.

Goldrooster is the golden cock, and the rooster is the national bird of France.

The French Revolution, splendor nineteenth Century Olympic Games, Milan T...

Goldrooster always appears as a symbol of freedom and democracy, thus laying a sportswear that symbolizes the spirit of the western middle class.

In China, after more than 20 years of rapid development, the middle level has gradually stepped to the stage of history, forming a huge group.

Their dress, taste, taste, life and so on, of course, have to find a new way that is more diversified and more suited to their style.

At this time, Xiamen Jinji sporting goods Co., Ltd. introduced the Goldrooster to disseminate the middle class culture, promote the middle class movement, and work together with the vast majority of knowledge elites to build the "new regime" of the fashion movement.

Goldrooster Mr. Wang Gui, chairman of the mainland China, said in an interview with reporters.

Once upon a time, the word "middle class" broke into life.

"Ruili", "fashion gentleman", "life", "new line of vision" and so on have been widely concerned and become the textbook of middle class life because of advocating higher lifestyles and artistic sentiment.

What Goldrooster calls middle class is more about the elite group generated by the tide of globalization under the circumstances of information revolution.

They possess professional skills and devote their youth to large and medium-sized organizations or their own businesses.

They are not completely copying the mainstream middle class of the mainstream, avoiding the world, being cautious and painstaking, but having the sublimation of the concept of elites in the Chinese era.

The sense of social responsibility, dedication, knowledge elite and elegant life are their true portrayal.

They all belong to the "middle class" of economic income, but they form a positive class image in values, cultural tastes and lifestyles, enjoying common values and cultural ecology, a culture with common worldview including economic, social and political factors.

In the consumer market, the most representative of the class may be clothing.

As Eileen Chang said, everyone lives in clothes.

For people who are in touch with the outside world every day, dressing directly affects people's impression of you.

It is like an invisible net, so that people can not break free.

What brand of clothing and type of clothing combine with the human itself can make you see at a glance what kind of occupation, hobby, taste, and even level.

Goldrooster is probably just an ordinary brand in the clothing market which is increasingly mature and subdivided, but its emphasis on consumption is clear and cultural.

From this point of view, the concept of praise has already exceeded the product itself, because we live for happy consumption, not for the sake of consumption.

Not necessarily a professional athlete, not necessarily playing golf, not necessarily playing football, not necessarily playing polo, not necessarily being a boxer, not necessarily relying on exercise to reduce fat, not necessarily watching sports channels, or even necessarily concerned about hot events, but they are very concerned about what sports shoes to match with fashionable fashion, what sports jacket to match jeans.

Borrowing the sports elements is a secret way out, showing fashion attitude is the real intention.

To promote breakthroughs: "contact marketing" to enhance brand potential in an all-round way, "advertising bombing + image endorsement" hard communication marketing era has been fading away, the traditional promotion experience began to not adapt today, in the face of 10 years of growth of 28 times advertising fees, the more late brand enterprises are facing increasing pressure.

In the face of the new market competition, "product power, terminal power + moderate advertising and public relations promotion" have become a powerful weapon.

Focusing on the status quo of the industry and combining itself, Goldrooster pioneered the "touch marketing" in the industry, that is, finding out the most important contact points in its life, so that consumers can immerse themselves in the atmosphere of brand power and marketing culture, and pay more attention, choice and purchasing power to their brands, so as to form brand loyalty.

1, terminal contact point -- quantity and quality Goldrooster the development momentum in China can be said to be very benign.

However, due to the initial growth too fast, there was a phenomenon of uneven terminal image and uneven display of goods.

Xiamen Jinji sporting goods Co., Ltd. has made great efforts to eliminate the bad terminal and standardized the image of the monopoly.

In addition, the "eight big policy support" and "eight conditions" have been promulgated: that is to establish a unified and standardized terminal network through image, promotion, terminal materials, monopoly management, new product listing, advertising, after-sales service and reward support; through the brand awareness, industry experience, business philosophy, financial strength, sales point inspection, management capabilities, lots, goodwill and other detailed screening, a number of excellent distributors have been established.

While the quality of the terminal is guaranteed, the number is steadily promoted, so as to maintain the standard, atmosphere and unified brand image.

2, advertising contact points - exquisite pictures and strokes touch people's hearts. Few brands like Goldrooster have beautiful pictures and exquisite brushwork.

Goldrooster's print ads, like a movie plot, are created through vivid and creative images and "I" m not.

The emotional appeal of I 'm mid-class! Deduces the various forms of life of the middle class movement.

Because the brand publicizes "the elegance of the golfer, creates the taste, displays the bosom with the magnificent posture of the navigator, moves bravely and vigorously with the boxer, and creates the future with the swift pace of the footballer."

Because brand needs to "entertain the people's spiritual needs, high specification to meet the desire of self actualization, you will become the decision-maker of free style for the first time. From here, we will build the middle class fashion sovereignty with the most imaginative, dynamic and fashionable clothing space."

3, the public contact point - the fair, the sports fair and other activities in a high-profile appearance at the 2008 Beijing International Clothing Fair (CHIC) is the largest clothing exhibition in China and even in Asia. CHIC created a feast for the Chinese garment industry. It is a grand occasion for Chinese and international brands to compete with each other, and it is a bridge for the fashion elite of all countries in the world.

The 2008 China International Sporting Goods Fair (China Sport Show) is China's only state-level, international and professional sporting goods exhibition. It is also the largest and most authoritative sporting goods exhibition in the Asia Pacific region.

At the same time, the Goldrooster will be unveiled at the same time, with the rapid development of the outlets. It will show itself with many famous international and domestic brands. It will focus on displaying the products, terminals, styles and culture of the brand, and enhance the popularity, reputation and influence of the industry, and win more business opportunities.

End of the story: making a brand is just a way of thinking. Just like what Wang Dong says, making a brand is a way of thinking.

I think this sentence is the most simple truth.

In the brutal market competition, if there is no obvious competitive advantage, it is difficult to win without making obvious difference with the opponent.

Only when expanding the sales network and improving terminal management, can we regard the obvious difference between material and spirit as a solution to establish operational differences. I think whether the size of the brand is large or not, we can create a strong brand that includes popularity, quality affirmation, preference and related associations.