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Sports Brand Opens Rapid Response Mode, Combined With Technology Development

2013/12/21 15:50:00 36

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Sports Brand Quick Response Mode Local Brand

look at the overall performance of China's shoes and clothing market. The winter of sports brands seems to have not passed yet. Not only are local brands, including international giants Nike and Adidas, but also some weak performances. 
 recently, a reporter interviewed found that in the past year, many local sports brands including Lining have been exploring changes: accelerated reaction on the pattern, diversified innovation on products and technological breakthroughs. The market is full of expectations for the successful spanformation of the copycat role of the local sports brand. 
 brand new mode of sports brand 
(P) when Lining, Anta and other local sports brands were popular, many young people sought after them. However, after the impact of Nike, Adidas and other international sports brand giants, the market share of local brands has declined sharply. 
Below P, Nike and Adidas are not the most distressed competitors of local sports brands. The newly rising fast fashion brands such as H&M, ZARA, UNIQLO, etc. have made local sports brands have to take seriously and even "watch out". 
 as we all know, the key to "a href=" http://www.91se91.com/news/index_c.asp "fast fashion brand < /a" lies in its strong supply chain support and the high turnover of goods brought by rapid market reaction. Like ZARA, its rapid response to the market has formed a culture. With fast, ruthless, quasi fast rising fast fashion brand, successfully locked the target consumer group. 
 in the Chinese market, the concept of sports has not yet been popular. Consumers do not have a clear understanding of sports and fashion. Quite a few consumers prefer biased sports and fashionable products. Fast fashion brands have taken the direction of development, followed the fashion trend of top brands, grasps the preferences of target consumer groups, and makes rapid response to market demand, speeding up design and production, and ZARA, H&M and so on are developing rapidly in the Chinese market. In contrast, the supply chain reaction speed of sports brand is far less than that of fast fashion brand. 
 for this reason, the sports brand began to fight back. Take Lining as an example, after experiencing a low performance, the company is doing sports marketing on the one hand, signing the three star to assist the team to win the NBA championship as the spokesman of the image; on the other hand, actively learning the way of "fast fashion" business. Li Ning Co subversive style, after the spanformation of the first product is just spent 60 days to the market launched a modified design of low cost shoes, hoping to contract Wade launched a wave of basketball boom to promote sales. At the same time, Lining also introduced the sports fashion series of men's jeans and accessories. Hongxing Erke "V collar T" also brings consumers a brand new feeling of liveliness and lightness. Adidas, the world's largest player, has contributed greatly to the improvement of its market performance in China. 
 Li Ning Co pointed out that the wholesale operation mode which the industry used to rely too much is no longer suitable for the future development of the industry. From the perspective of the industry development law, the retail oriented business model is inevitable. Therefore, since last year, Li Ning Co has pioneered a comprehensive spanformation in the industry, spanforming from the traditional wholesale mode to the retail oriented mode of "guided order + quick replenishment + quick response", breaking through the current situation of homogenization competition in the industry, and seeking more breakthroughs under the pressure of more close to the consumer oriented innovation business mode. 
 actively seeking technological change /p >
 for the local a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a >, the homogenization of the product and even the homogenization of the operation mode have been the development of the industry. Of course, this is also one of the common problems in China's manufacturing industry. It is worth noting that at present, consumer demand is becoming more and more fragmented. If manufacturing enterprises can not seek differentiated development according to their own characteristics and establish differentiated competitive advantages, they will probably be eliminated in the rapidly changing market. For sports brands, the same is true. 
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 < --EndFragment-- > technological innovation is the source of vitality for enterprises. With the continuous development of technological innovation and the development of differentiated products that meet the needs of consumers, enterprises can grasp the pulse of the market. Recently, Nike has released the new Ordem football as an official sponsor of the Barclays Premier League, Serie A and the Spanish League. It is also the most perfect combination of Nike's technology innovation, advanced technology and aerodynamics so far. Previously, Nike's new running shoe upper was made of computerized flat knitting technology with only 34 grams of vamp. The whole shoe upper was made of a single piece of material and made of seamless production. Adidas's new seamless technology running shoes, adizeroPrimeknit, are also almost launched at the same time. Its revolutionary significance lies in its innovative design. 
At the same time, local sports brands are also constantly investing in research and development. P In early May 2013, Lining's "Wade road" All-Star special edition was put on sale at a limited price, and the sale site was in short supply. The brand new Li Ningchao light series tenth generation running shoes, which are designed for inheriting the spirit of pure sport and returning to running, have been sought after by consumers. 
 it is reported that Lining's "Wade's way" combines the professional basketball technology and fashion gentry trend design, representing the spirit and personality charm of Wade's top NBA star. The tenth generation of ultra light running shoes is based on the application of high-tech materials, integrating into the wisdom of the ancient "cross" binding structure. The use of new technology materials and carbon fiber has become the biggest highlight of ultra light tenth generation running shoes. In the industry's view, these two products are the latest representative works of Li Ning Co's innovative technology products, which fully embodies Li Ning Co's efforts in brand inheritance, innovation and technology and sports. 
 in addition to Lining, in the domestic brand, PEAK sports has also unveiled the innovative soles technology system, which is jointly developed by PEAK Beijing R & D center and international Biomechanical Research Institute, the gradient dual energy technology sneakers. At present, the major sports brands begin to attach importance to the research and development of product technology, and gradually produce the effect. Scientific and technological innovation has brought sports brand into a new era. 
 borrow a href= "http://www.91se91.com/news/index_c.asp" > Technology > /a > realize "turn over" /p >
P has always been regarded as a barometer of retail sales. As of the first half of this year, Li Ningjing closed 410 stores, PEAK 289, 331 degrees 256, Anta 241, XTEP 75, China's trend (KAPPA in China) the most closed stores in the first half, and retail outlets dropped by 611. 
 the development of network provides a good platform for brand marketing and communication for sports brand. But for the current sports brand network sales mode, its combination with the network is based on B2C platform network sales, the other way is based on C2C platform online store alliance, and brand exclusive network sales website has also emerged in recent years. 
 besides carrying out online marketing with modern network technology, there is still much room for expansion of sports brand in the application of modern technology. For example, Nike launched outdoor sports watch with GPS function and running App, etc., in the embodiment of concern for customers, but also for the sale of new products to play a promotional role. 
 in this respect, there are few local sports brands. However, some local brands are aware of this trend and tentatively try to embrace this change. Prior to that, Li Ning Co and Gudong network cooperation, combined with the App marketing campaign, the user can only use the App to run a heart shaped map on the map, and have the opportunity to get Lining's latest running shoes. 
In the past years, the role of local sports brands is mostly "imitators". It is particularly important for future local technology brands to make good use of current technology and research and development, especially for many local sports brands struggling at the edge of recovery. P