Looking For PEAK, Anta, Jordan And Other Local Sportswear Enterprises

Look at the whole movement.

The industry and the best brands in the world are making great efforts in the Chinese market. The Chinese sportswear industry is facing a fierce impact.

Where is the way out for local sportswear enterprises? Where are their bursts? In this issue, the reporter interviewed several more active enterprises.

Through "watching the whole picture", the reporter tried to find out the pulse of the local sportswear representing the enterprise.

PEAK fine fine works sportswear

With the help of many NBA stars, PEAK has become China's basketball player.

The most popular brand in the market, its internationalization strategy is successful.

PEAK set up an American branch in Losangeles, which will be responsible for PEAK's sales in the US and global markets.

"Deepening the internationalization of brands and promoting PEAK to become a world brand is PEAK's historical mission as a national brand."

PEAK leader Xu Zhihua said.

At present, basketball shoes developed by PEAK R & D center and R & D center in China are

The products have been placed on the shelves of many sports stores in the United States.

The PEAK star commemorative shoe, which sells for more than $100, has already been comparable in price to that of Nike and Adidas.

The average price of PEAK products around 70 U.S. dollars, by virtue of its excellent performance price advantage, once listed, loved by local consumers.

PEAK has been committed to bringing pure basketball culture into China and promoting the development of Chinese basketball.

PEAK has a very deep relationship with basketball. From winning the Bayi team to winning the Australian women's basketball team, from Serbia to Iraq, from the cup to the NBA, PEAK always takes basketball as the core, along with the international and professional development route, and actively tackling the top international basketball competitions such as NBA and FIBA.

In addition, the nationwide tour of PEAK NBA caravans has stimulated the enthusiasm of millions of young people in China.

"PEAK NBA Star China trip" is PEAK's largest terminal marketing activity, especially in the current market downturn, this kind of star pull the market sales activity effect immediately.

PEAK organizes and promotes basketball culture every year. It has been 6 years since the first PEAK Star China trip was held in 2006.

This is a basketball cultural play with Chinese and Western characters.

As a director, from script, shooting, editing to later stage, all efforts were made.

In the near future, this drama will be staged worldwide. The pace of PEAK NBA world is not far away.

"Without the specialization of products, there will be no internationalization of brands, and sports marketing is unique."

Xu Zhihua said that the next step, PEAK, which has already achieved capital internationalization, will also develop the market of different sports clothes, such as tennis, running, football and so on, like the tilling basketball market.

PEAK's clear-cut marketing strategy makes it a "China Sample" for integrating international resources.

Reporter: PEAK relies heavily on sports marketing.

Sports marketing enterprises are often easy to design and launch a lot of so-called marketing activities at the same time, and these activities seem to be very important.

But this effect is often the worst. Just like putting many good things in front of people, people often feel overwhelmed.

The most effective way is to lose weight and determine the primary and secondary, that is, to identify a core theme marketing, supplemented by other effective supplements.

You know, only one theme action can produce twice the result with half the effort.

The professionalism and reliability of PEAK basketball products have been recognized by partners.

Through the actual combat verification of the top players in the NBA arena, PEAK's professional image has been strengthened, and has been recognized by the market.

It is reported that PEAK has planned to increase investment in R & D design by 0.5%, so as to enhance product competitiveness.

Anta turns to high-end challenge "big guy"

Anta has spent HK $600 million to acquire FILA, a well-known sports and leisure brand in Italy, in China and formally enter the high-end sporting goods market.

According to some survey data, in the high-end sporting goods market in the world, the two "big guys" of Nike and Adidas account for nearly 70% of the total.

From the sales revenue of the two hundred billion yuan, we can learn the huge market capacity of the Red Sea.

In addition, the high-end market also means a high profit margin return.

Anta has entered the high-end sporting goods market with the help of FILA. Its unlimited market opportunities exist. The key is whether we can make FILA surpass and upgrade on the basis of existing brands and attract more high-end consumers for it.

Reporter: Anta keeps its weight.

Brand is not an enterprise or a person positioning high-end, it will be high-end, the core problem is consumer recognition.

In addition, high-end brands generally need a relatively long accumulation and development.

The "light assets" mode is no longer the golden rule in today's sports market.

With Anta as the representative, Jinjiang brands, which rely on foundry workers, have created a new model by controlling the manufacturing process. Instead of advocating "light", they have maintained their "weight" moderately. This will be the key to the success of Anta in the future.

Jordan does not play virtual games.

Only from the Chinese mainland.

Can we really understand the real needs of Chinese consumers.

Jordan, as a famous sportswear brand, has joined hands with China.

The association's naming sportswear design competition has 7 years.

Ni Zhennian, the leader of Jordan, said: "some people analyze the shackles of the domestic sports clothing brand, and come to the conclusion that there is only one point in design: the scarcity of design personnel and the lack of R & D technology.

Jordan cup is to solve this problem, it is not an enterprise's behavior, but a combination of industry and enterprise.

From the more professional point of view, the competition will excavate excellent design talents and provide a platform for more people to show themselves.

This platform has also become an important way for Jordan's sports reserve design talents.

From the point of view of design promotion, fashion can play a little bit, but sportswear can not.

For example, because we lack design resources, we dig international things and dig up how to use them is a problem.

Ni Zhennian believes that the imitation of Chinese sportswear is too heavy. Now the so-called innovation of sportswear still stays on how to add a flower to the dress and make up a pattern.

And I think the real innovation is the innovation of ideas, for example, the concept of wearing, first of all, we should clearly understand the function of sportswear.

Second, we need to grasp what is popular in the market and what young people are wearing.

The last point is to have the ability to control colors.

What China needs most at present is the local design talents tailored for the Chinese.

This group of people should focus on the study of the body structure, function and exercise habits of Chinese and Asians.

Nowadays, Chinese designers often make the appearance of sportswear very fancy and lack of humanized design.

To this end, Jordan developed the sports clothing research center, in order to gather a large number of sports science experts at home and abroad, especially to provide a platform for Chinese designers to carry out research on sports function of Chinese people.

Now Jordan's design department has nearly one million feet of yellow people.

To make Chinese sportswear popular, we must combine fashion and sports skillfully.

"In fact, we also have a taste of sportswear fashions in the Olympic Games. The clothes worn by the teams of different countries have changed in the use of online bars and fabric texture.

Like Brazil and the United Kingdom, they have integrated the colors of their own countries into the design, and through some ingenious designs to combine the different fabric changes, such as jacquard and satin design are very good.

Ni Zhennian said.

Bold selection and bright colors are the biggest selling points of sportswear.

In this season, Jordan drew on the way of stereo cutting to increase the visual effect of sportswear, and the details of design were more and more valued, so that sportswear was more like fashion, which is the key to the popularity of Chinese sportswear.

Reporter: Jordan is tailored for Chinese people.

In the sports industry, the development trend of sports products is the essence of returning to sports.

Jordan's cleverness is to recognize these things and set up his own "human engineering database", and separate the R & D center from Jordan's stronghold to organize scientific research alone and invent the latest technology.

In terms of technological requirements, it has also formulated "harsh" environmental standards.

Although Jordan did not do the best, at least it began to put into practice.

Sportswear is the most closely related fashion.

It is different from fashion. If technology is not in place, then any idea is useless.

The development of future products will put forward higher demand for the professionalism of sports products. This is also the original intention of Jordan sports to create stage for sports equipment design talents and improve the level of design talents.