Two Or Three Line Brand Shoe Enterprises How To Fight Olympic Games

With the arrival of the 08 Olympic Games, the apparel brands of all echelons will invest a lot of manpower, material resources and financial resources to seize the opportunity and gamble the Olympic Games.

However, looking at the history of Olympic marketing and the breakthrough of the Olympic Games, the effect is not so obvious, except for the Olympic co operative made up of the three tier structure.

After all, the Olympic arena has always been a commercial battleground for capital generation.

Whenever the world cup and Olympic Games are held, sports brands at home and abroad will set off a new round of sports marketing campaign. In order to compete for the market, they will invest a lot of manpower, material resources and financial resources to gamble on the Olympic Games.

However, apart from consolidating the first-line brand, this single point breakthrough is similar to that of Anta's star + CCTV tactics. For the two or three line brand, the effect of the latter is not obvious, and at the same time, they lose themselves in the imitation of the trend.

One, two or three line sports brand market structure scan, for each brand market structure, shoes and clothing industry has a consensus: annual sales of 5 billion to 10 billion yuan, that is, international sophisticated brands, such as Adidas and Nike; annual sales of more than 1 billion yuan is a domestic brand; the next 500 million yuan and 200 million yuan each is a threshold, the first, second and third tier brands; the last one is not scale.

Similarly, the primary market refers to the one or two tier cities, namely, Shanghai, Beijing and other large cities as the primary market. The provincial capitals and special economic zones of other provinces are the two level market, while the three tier cities are prefecture level cities.

Now the one or two tier market is basically the international brand and Lining occupation.

The domestic strong brands occupy second levels of position, while Lining and Anta are followers for international brands, but they are leaders in comparison with domestic brands.

At present, for the whole Quanzhou Jinjiang region, the vast majority of sports brands are ranked in the two or three tier market.

The two and two or three line sports brand market competition means that the change of China's clothing brand is not started from the design but from the brand. At the end of twentieth Century, Anta followed the famous international sports brand NIKE and ADIDAS's famous celebrity strategy as a breakthrough to stimulate the actual purchase of consumers.

Therefore, Anta signed a young, energetic and energetic world champion Kong Linghui, becoming the spokesman of Jinjiang's first sports brand.

When Kong Linghui's youthful and healthy image appeared on the screen, he immediately captured the hearts of consumers of different classes, and made the brand affinity and popularity of Anta sports shoes get unprecedented improvement in a short time. Especially in Kong Linghui's hometown Harbin, Anta quickly climbed to the first place in the sales rankings of the major shopping malls.

Only in this way, Anta's market share rapidly climbed to 13.4% in that year, and Anta also included the first "China famous trademark" of Chinese sports shoes.

A good example has attracted the attention of other enterprises in Jinjiang.

This "star + advertising" brand movement immediately swept through the entire Quanzhou Jinjiang area, from 2000 to 2003 more than two years, after Anta, 360 degrees, XTEP, hi dragon, Philharmonic, Naho, golden apple, precious birds and so on more than 30 Jinjiang shoes brand in CCTV-1 and CCTV-5 constantly appear, and CCTV-5 is also the industry's humor for Jinjiang channel.

According to statistics later, after the Anta, the CCTV-5 brand appeared on the Jinjiang brand with a geometric leap forward. There were 16 in 2000, 33 in 2001, 36 in 2002, and 44 in 2003, and the total cost of broadcasting and broadcasting in CCTV each year was over two hundred million yuan.

At the end of the last century, China's industries began to pick up the terminal cyclone. After 2000 years, the clothing industry was rapidly affected. Jinjiang's sports brands also launched a terminal meat war after the promotion of high-altitude communication.

That is, the "A" shop plan called "enclosure movement".

The plan to implement the "A shop project" is to pform and expand the existing circulation channels.

Even the most pressing pressure faced by agents in each brand area is to occupy the main business circles of the top one hundred major shopping malls and provincial capitals and key prefecture level cities, so as to make the "famous brand entry stores" and "famous brands enter the focal points" to distance each other.

The concept of breakout demands originated from the series of XTEP's "wind fire" series, Nai step "flashing, color movement" series, and later followed NIKE, ADIDAS commodity technology demand strategy, such as the 31st degree "cheetah bionics" technology, Hongxing Erke "GDS whole palm ground shock absorption" technology, love hydrogen power......

For a while, concept marketing flooded the market.

Sports marketing sports marketing is one of the most effective marketing weapons of NIKE and ADIDAS, and has also become a magic weapon for the two or three line sports brand.

In the 06 year, XTEP became the top sponsor of the ten sports meet with 16 million 200 thousand heavy gold. PEAK became the sports equipment sponsor of the 81st basketball team of the best basketball team in the country.

New media marketing network is gradually entering the mainstream media, such as Anta and Sohu sports, 31st degree and Tencent have formed an exclusive strategic alliance, and XTEP follows Coca-Cola and 9 cities cooperation mode, hand in hand the world's largest online game operation agent Shanda network, has become its sole partner in sports brand domain.

High altitude confrontation, terminal fighting, conceptual breakthrough, sports marketing and new media marketing are the growth history of a Jinjiang sports brand.

However, the results were similar to those of the star and advertising competition at the beginning of 2003, but not many of them achieved the desired results - except for the "Anta" which began to advertise in 1999, almost all other sports brands did not get the expected sales growth.

Three, two or three line sports brand strategy missing case one: delehui strategy lost in 1983, delhui was one of the earliest shoe making enterprises in China.

In 2000, the brand invited Su Maozhen to endorse, and asked Nicky Wu to endorse in 2001. During the 2002 World Cup, he spent a lot of money to increase communication efforts, but the market still did not see much improvement.

In 2003, the replacement of Jay Chou endorsement, the market has shown.

But since 2005, the share of the market has been declining, and the total sales volume has remained at around 400 million yuan.

So he asked Gao pun to analyze and study that brand name is one of the biggest obstacles.

So in March 2007, he decided to "change his face".

Del Hui invited famous brand master Li Guangdou to change the English "DEERHUI" to "DEERWAY" under the icons, and the slogan "my personality" also changed to "ON THE WAY".

In this regard, many business owners have put the discussion on solving problems, that is, they like to "find out the answers to questions".

The most common mistake in many strategic decisions is to emphasize the right answers rather than to point out the right ones.

Indeed, brand name is one of the key factors of brand success. But before any decision is made, we must define the problem, and find out what the real problem is.

At this stage, too much time can not be spent. Many books and so-called masters suggest that decision makers make decisive decisions, but the stupidest thing is to persuade the decision-makers to decide where to go.

Many problems seem to have found the key factors (or the key factors are more than one point), but in fact, these factors are mostly not very important, and the most easily seen symptoms often fail to reveal any important clues.

So is the problem of del Hui.

The famous brand name is one of the biggest obstacles to the reform. However, from the perspective of the growth history of del Hui, that is, swaying tactical activities, it can be preliminarily judged that the real problem is the strategic loss.

In many business management, what we see is the conflict of personality. The real problem stems from the poor organizational structure. We may see that the cost is too high, so the cost is cut down, but the real problem may be the poor product or marketing plan.

De Er Hui saw the poor sales. He thought the problem was on the brand name, but the real problem was the lack of clear strategic objectives.

Perhaps the above analysis is not enough, but we changed from "DEERHUI" to "DEERWAY", and the slogan "my personality" has become "ON THE WAY", and del Hui still has not put forward a clear strategy, just solving the problem of name (temporary and wrong) or really like his advertising language, "ON THE WAY, there is no direction, no end point on this road."

Since there is no clear strategy, then de Erhui from brand, marketing, human resources, terminal market, graphic design, space design, production management and other seven aspects of integration, and around the brand awareness, image and so on eight aspects of ascension is meaningless. Case two: Hongxing Erke management mechanism can not keep pace with the advent of the Olympic Games. "Uptown heat" is a new round of upsurge after high-altitude duel, terminal fighting, concept breakthrough, sports marketing, new media marketing, all sports brands in Jinjiang are fighting hard, Anta is going to Hongkong, XTEP and 31st degree are actively preparing...

The power of capital seems to be playing a big role in the fast developing and competitive sports products industry.

First of all, listing means that public companies need to be supervised by all sectors of society, including the public and the Securities Regulatory Commission.

All quarterly information, quarterly reports, assets and liabilities, cash flow, profitability, growth and whereabouts of funds must be disclosed and monitored.

It can be said that the purpose of any enterprise listing is to raise more funds for further development of enterprises, and Hongxing Erke's performance after listing may give us the following enlightenment: first, the pre marketing and preparation work is not enough, and the interest relationship between the securities companies is not clear. Second: before and after the listing of Singapore, the management mechanism of the company obviously can not keep pace with the listing.

In the aspects of product development, channel control, information system construction, brand culture building, enterprise system improvement, management ability and resource integration ability, all aspects are facing severe problems.

Therefore, not all enterprises must go public, especially for most of the small and medium-sized brands in the sportswear industry in Jinjiang, without a clear strategy for enterprise development, and at the same time, before the comprehensive ability has reached a certain height, it is the most important to practise internal strength.

As for capital operation, it is a matter for enterprises to consider after they have reached a certain height.

The four and two or three line sports brand lacks strategic performance. The strategic goal is the foundation of all activities and organizational structure of an enterprise.

From the development history of the two or three line sports brand industry and some brands, the development history of the two or three line sports brand industry is simply a blind history of burning money, because most enterprises are eager to succeed, blindly follow suit, and habitually use money to achieve their goals.

The author once carried on a sports clothing enterprise.