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China'S Outdoor Sports Brand Seeking Spokesperson Is In Its Infancy.

2012/12/21 23:14:00 23

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Sports Brand Sports Brand Spokesperson Endorser Image Fit

the choice of a brand spokesperson is to serve the brand. Only when the identity of the brand spokesperson is consistent with the meaning of the brand and the spirit conveyed by the brand, will the spokesperson help the brand building. On the contrary, if the identity of the spokesperson is different from that of the brand, this combination will be a waste.

the so-called brand image spokesperson is a brand hired or molded by people who can create a good impression of a brand by associating its popularity, occupation, image, personality and conduct.

The mechanism of brand image spokesman is emotional pplantation.

The role of brand image spokesperson is to cause brand image association, embody brand personality, cause brand identification and increase brand equity.

in the previous stage, Adidas chose the Korean women's portfolio 2NE1 as the spokesman for the Asia region image of the "All Originals Represent" brand. Lining signed the Wade basketball player of the United States to return to the sports field, and PEAK signed six tennis women, including kurad yatso, and Iverson signed the basketball star Allen Iverson.

When sports brand comes up with new endorser messages, outdoor brands are also actively seeking suitable spokesmen.

The Pathfinder signed the famous singer Wang Feng, Sai Dan Fox and the "Chinese outdoors first person" Li Hui to establish a cooperative relationship.

Just to see who is the most suitable spokesman for every brand spokesperson, celebrities from singers to sports stars to outdoor sports groups, and how to choose suitable spokesmen for outdoor brands?

theoretically, the higher the public awareness of the brand spokesperson is, the better.

In the past, a successful sports brand choice spokesperson would choose a highly popular sports or entertainment star.

However, outdoor sports are not popular in China for a long time, and the sports players have a small base and lack of high professional sports stars. However, the scale of domestic outdoor brands is generally not large, and they can not afford to spend a lot of money to invite top entertainment stars. On the other hand, the domestic outdoor market competition will become hot in 2013, and many brands are starting to exert their strength. From the analysis of the current domestic outdoor products market, no domestic brand will only pay attention to the professional outdoor crowd and abandon the market of ordinary consumer groups, so how to choose the brand spokesman becomes a two hard choice.

brand positioning is the key.

To determine whether the existence of a brand spokesperson is valuable, the enterprise needs to find out its brand positioning first!

the end of the ten year golden period of the sports brand is a major test of the sports brand. In this big shuffle, Lining's situation is the most worrying. Orders decline, the concession term of Lotto trademark is shortened, the "90's Lining" brand remolding fails, the West ban dental supplier is bankrupt, the high-level personnel pfers, and Lining comes out again.

This series of events has forced us to stop our busy expansion and seriously ponder the cause of all this.

look back at the development of Lining over the past 20 years. We can easily find that Lining's brand has been controversial in the brand positioning.

04 years ago, before the listing, there was an article in foreign countries about Lining's brand positioning. In his speech, it was ironic to point out that Lining's brand positioning was in the swing of "leisure" and "Sports".

Now, Lining's signing of Wade's return to professional sports seems to confirm the irony of the original article.

Lining's behavior, I wonder if we can directly define it as only professional can be long? Only in such a case, whether Lining can overcome the difficulties, reshape the brand, once again become a leader of the domestic sports brand, still waiting for the test of time and market.

however, whether Lining's brand positioning is secretly changed or Lining's sports brand in this big reshuffle prospect, we still have to seriously think about the development of such a sports brand, what can we bring to us.

many people say that outdoors is a branch of sports. Of course, the name "outdoor sports" can be known very well. Such a statement is beyond doubt. Can such a branch be defined as being "professional" only directly? "

Nowadays, domestic outdoor brands, from Colombian to P, to Santa Fe and then to Mu Lin Sen, etc., we can find that the positioning of outdoor brands has a certain degree of volatility.

Whether it is the "light outdoor" of Columbus, or the "outdoor fashion" of "the outdoor fashion", or the "Outdoors" of St. Valentine, they all add new elements on the basis of outdoor activities. Only the addition of such elements makes this "Outdoors" less pure, and this seriously affects the image of such an outdoor brand in the minds of consumers.

An anonymous insider who likes to engage in outdoor sports has also commented on these domestic brands: "not really outdoors!" is a sharp word, but also profoundly pointed out such a fatal question: is such outdoor positioning really outdoors?

The question of "P >" seems to remind people of Lining's initial swing between "leisure" and "Sports". At that time, Lining's brand positioning is really a movement? Perhaps Lining's choice today has given the answer.

And whether the outdoor brand, the search process that extends from sports to brand positioning, will repeat the history of sports brand? The final answer has not yet been announced. We still need to wait patiently for this answer.

of course, every time we mention the positioning of outdoor brands, we have to talk about the limitations of outdoor sports.

The limitations of outdoor sports have led to the inevitability of the limitations of outdoor brand audiences. Just like in a vast ocean, what you want is the island, not the continental shelf of the island, nor the sea.

Perhaps you can easily find the entire continental shelf in the deep water near the island, but it is very difficult for you to find this island through this continental shelf.

And this island is your core audience. This continental shelf is your potential audience. In this case, should we first meet the needs of the core audience or focus on the development of potential audiences?

different people have different choices, and there will be different ways of coping after they choose.

If the former is the former, the spokesman should be able to go deep into the core audience and the relative promotion way, that is, professional outdoor sports and the corresponding professional outdoor promotion program; if the latter, the popularity of the public will be improved, and the choice of the relative spokesperson will be greater.

fit degree is also the key point .

To a certain extent, the fit between P and brand is the conjunction with the brand spirit of the brand.

When the brand positioning is clear, the brand spirit is naturally reflected, at this time, the spokesperson itself can reflect the spirit of this brand, it is particularly important.

talking about the outdoor brand in China, many people will naturally think of Pathfinder, the first outdoor brand in the country, and the other term of this brand is Wang Shi.

At the beginning of the new year in 2009, the Pathfinder formally joined hands with Wang Shi, and this time it has improved the title of "the first brand of the local brand", and has also made an excellent model for the choice of outdoor brand spokesperson.