Brand Promotion By Star Effect And Speeding Up Nuggets Female Market

< p > the just concluded Quanzhou commodity fair and the fifteenth < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > fair, Jiji Jun Yi's 321 degree brand women's series, and Lunmei Kwai's endorsement XTEP running series become a beautiful wind scene line.

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< p > under the environment of the domestic sports industry continues to be sluggish, the major sports brands have stepped up the infiltration of women's sports market. In fact, they have released a message: Women's products with both sports attributes and fashion characteristics, or will become the next new profit position for sports brands to fight hard.

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< p > the industry believes that the movement of major sports brands in women's sports market segmentation is not only the inevitable result of the fragmentation of sports products, but also the result of fierce competition.

But how to make the products move women consumers and how to integrate sports spirit into fashion leisure Women's sports market through the advocacy of celebrity endorsement and the promotion and dissemination of the system are the key points for Jinjiang's major sports brands.

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< p > sports star "love" on the female star < /p >.

At the beginning of this year, 361 P invited new singer Jike Juan Yi to be the product spokesperson.

The 361 degree company said that Kyrgyzstan is one of the most popular singers in China's highly rated singing talent show "good voice of China". The company hopes to use its influence to enhance its sales performance, especially the sale of women's products.

The appearance at this shoe Fair is just the beginning.

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"P." coincidentally, Anta's brand FILA also launched a new "sweet life" in 2013 at the beginning of the year, and sought the "Asian day" Hsu Chi endorsement.

Hsu Chi, a renowned Asian "goddess" artist, has always been an image of fans with grace, fashion and intellectuality.

Hsu Chi, dressed in FILA's hot Swan velvet fabric in 2013, is the most beautiful woman in the body. It also interprets the essence of sweet life.

It is reported that the cooperation between FILA and Hsu Chi will cover mainland China, Hongkong and Macao. The endorsement category includes FILA < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", bags, shoes and so on.

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< p > the big players' covetousness of women's sports market did not start this year.

As early as two years ago, Anta and 361 degrees have gradually begun to penetrate the women's sports market. Anta once signed Guo Jingjing, Jane Zhang and Zheng Jie as spokesmen for Anta's women's sports products.

At that time, the three women used the complementary personal charm to convey the brand new and unique personality proposition of Anta's "blossoming heart beat", so that the Anta women's sports product series combining the pursuit of function and fashion smoothly entered the life and vision of consumers, and established the image and position of Anta women's sports products in the minds of consumers.

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< p > in recent years, with the increasing saturation of the domestic sporting goods market, the major sports brands have implemented the market segmentation strategy, hoping to further enhance the market penetration and share of the brand based on the deep excavation of the market segments.

The huge market potential of women's sports products has accelerated the speed of nuggets in this field.

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< p > this year, the sports giants have invited women to take the stage. They want to further deepen the market segmentation of women's sports, and continue and deepen the strategy of beheading the market.

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< p > "fashion" and "professional" integration < /p >

< p > however, although several sports giants have been eyeing the market of women's sports, their understanding and positioning are different.

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< p > compared with men's sports products, the development of sports brands in women's series products is weaker in the past, but its market space and capacity are not inferior.

Wang Hongzheng, vice president of the 361 degree international operations center, said: "women's series as an important part of the 361 degree brand, its sales role can not be underestimated, especially the popularity of women's fashion sports in the future. Let's pay more attention to the women's series and focus more on the forefront of fashion."

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< p > at this point, XTEP's idea is almost the same as 361 degrees.

"After all, women's demand for professional sports products is limited. The market for specialized women's sports products has been quite intense over the years. In fact, women tend to focus on leisure and outdoor outdoor lightweight sports. Therefore, we will increase the development of the market for women's fashion sports products and expand market demand through brand endorsement and other ways."

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At P, at the scene, reporters also learned that XTEP's sales in women's products have been basically flat with men's products, especially in women's sports and leisure products.

The sports products displayed by the sports stars such as double star, Xi De long, Lu You and so on are mostly in the fashion leisure style.

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< p > "although women's sports products are more popular in fashion and leisure, they are ultimately inseparable from sports spirit and sports elements, which is the essence of women's sports brand or series of products."

Xu Yang, assistant president of Anta Sports Products Limited, hit the nail on the head. He believes that women's sports series needs the core technology of professional sports to support the core value of the brand as a whole.

Therefore, Anta will not "end the game", even if the fashion and leisure products will also have the quality of professional sports products, Anta will provide every female sports consumers with their needs.

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< p > he said that in the future, in the women's sports market, Anta will create and continuously enhance the personalization and fashion of products through the improvement and innovation of marketing mode, and create excellent product quality. The more professional sports products are the cornerstone of establishing this part of consumer brand loyalty.

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< p > women's sports or from the minority to the public. < /p >

< p > as Wang Hongzheng said, women's sports products are relatively weak. Although the overall sales of brands are less than that of men, it is one of the fastest growing categories of sports brands, and the annual growth rate is higher than that of men's sports market.

In addition, with the development of economy and the improvement of living standards, the concept of sports and healthy lifestyles for women is increasing year by year. This will further release the great potential of women sports equipment market, and the women's sports market will move from small to public.

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< p > industry analysis shows that from now on, women's sports products still stay in the development of second tier cities. The audience is "urban white-collar workers" and some college students. The audience is relatively narrow, which is an opportunity and challenge for local sports brands.

Through the star effect to speed up the female market's horse race enclosure, the effect is obvious. At the same time, it can also combine some women's sports events to carry out marketing, so that it can get twice the result with half the effort.

Anta's strength in women's tennis marketing, PEAK's appearance on WCBA has set a template for local sports brands.

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"P", for example, a series of marketing campaigns launched by Anta in the light of the characteristics of tennis, catered to the consumption psychology of women and catered to their pursuit of fashion sports and their yearning for petty bourgeois life.

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< p > "women occupy half of the population, and their physiological functions to psychological motivation are quite different from traditional sports forms. Taking WCBA as the breakthrough point, we hope to capture the inspiration that is more suitable for women's sports from women's basketball matches and players' lives, and pform them into women's favorite designs, and let women love sports through innovative fabrics and tailoring, so that more Chinese women can participate in the national fitness movement."

Yi Yong, director of the Development Department of PEAK garment department, said in an interview with relevant media.

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< p > of course, along with these sports brand's further subdivision of the female market, such as dance, aerobic fitness, free fight, etc., we must excavate the meaning of sports for this group based on the life form and sense of value of different female groups. In this way, we can develop products that meet their needs based on the psychological insight of the group and carry out brand marketing communication that fits their psychological motives.

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< p > in addition, Peng Piaolin, Quanzhou light University Cotton Textile Institute, said that in the future, women's sports products can be further excavated from sports category, and on the other hand, women sports products of different ages should be considered.

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