Sportswear Brands Should Play The "Champion" Card Cautiously.

When the sports brand is playing the "champion" card carefully, the Hubei athletes won several Championships, so Wang Hongzhang, deputy inspector of the Hubei textile industry investment promotion center, published the article on "the brand of sports clothing brand in Hubei". He suggested that the textile and garment industry in Wuhan, Huangshi, Xiantao and other cities had a strong foundation, so as to cultivate the "Yang Wei brand" sportswear brand by the Olympic champion's east wind.

And issued a heroic language: to keep pace with the "Lining card", to compete with NIKE and Adidas.

It is hard to say that it is hard to say that the market prospect will be hard to say through the name of Olympic champion.

I remember that Yang Wei, who was king of the Almighty as well as Li Xiaoshuang, had also done "Li Xiaoshuang" brand sportswear in Beijing. His warning was not that no one was: the enterprise that was founded by the champion was not ideal, and the stores opened in the hometown Xiantao and other places frequently encountered Waterloo and closed down.

Not only is Li Xiaoshuang's business unsatisfactory, but also Deng Ya Ping and Hao Haidong have gone to sea to name their brands. None of them can reach Lining's height. Some of them are even short-lived.

Some people are certainly not convinced, you do not pour cold water to destroy their prestige, Hubei industry advantage is obvious, why can not play the champion card surpass Lining?

Needless to say, "Lining" is a well deserved brother of the domestic sports brand. People began to start in the 90s of the 20th century, and started very early. At that time, the sporting goods industry has not yet been formed, and the domestic market has been seeking more than the supply.

The "gymnastic Prince" has created an era of Chinese gymnastics, so the "Lining card" has also succeeded in playing the national brand's magnificent label and condensing the national sentiment. It can be said that at the same time, a commercial myth was created at the time of birth. The ignition from the opening ceremony of Beijing can be seen.

Now, "Lining" is not only worn by Chinese people, it also sponsored special campaigns in several countries, such as the Spanish basketball team.

The pformation of the intangible assets of champion effect into commercial value is a marketing strategy, and ultimately depends on consumers' comprehensive recognition of product quality and service.

Moreover, today's market has been different from 10 years ago, the sportswear industry has many brands. Foreign ADI, Nike and Puma have already successfully seized the beachhead. There are not only professional manufacturers such as Anta, XTEP, Hongxing Erke, but also many leisure brands, such as the United States, and so on.

What is the most important factor in a champion's enterprise? The most important thing is whether the product's positioning is accurate, whether the market strategy is right, whether there is a strong financial background, or whether there is a professional intelligence group like marketing and management.

If wishful thinking "overlord hard bow", the wrong brand, champion brand may be too risky because of commercial failure.

Of course, it is our common expectation to accelerate the industrialization of sports through the easterly wind of the Olympic Games. We only hope that a few "champion cities" and brand experts in Hubei can be down-to-earth and conscientious in planning and make full use of their characteristics and tastes.

With the champion effect, we must be cautious in playing the "Yang Wei" brand, and do the best if we want to do it.