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With The Coming Of The Great Sports Era, Consumption Will Gradually Become Concrete.

2013/12/31 9:53:00 31

Sports Markets Consumption Clothing Shoes

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arrival of the great sports era

At present, the traditional sporting goods industry is entering a period of adjustment. Lin Jinzhang, executive vice president of Fujian quality and Sports Products Co., Ltd., pointed out that most of the industry's leading brands in recent years did not have new marketing models because of the refinement of management. P

He believes that not only the management of sports brand will be refined, but also the market and products will be refined.

"P > Quanzhou target= a" _blank "href=" http://www.91se91.com/ "> clothing < /a > the brand director of the Weaving Co., Ltd. Hou Li Dong said that many Chinese sporting goods brands used the whole category of a target=" _blank "href=" corrosion "" shoes "and" shoes "to serve as the main line of development. Today, the market has been saturated, such as Anta Ding Shizhong said, the market capacity will be divided into several major brands.

"At that time, what is the survival space of many small and medium-sized sporting goods brands?" Hou put forward such an assumption: in the future, can the small and medium-sized sporting goods brand go out of its own exclusive development route from a more subdivided market, such as basketball, soccer and outdoor sports?

participation in this topic is also discussed by Zhang Wenlong, chief executive officer of Quanzhou Jingdao brand planning Co. Ltd. and Lv Menglong, director of garment development of Jinjiang Shengshi sporting goods Co., Ltd., who believe that the era of big sports has arrived. Taking outdoor as an example, Lv Menglong believes that China's outdoor market and foreign outdoor market are different due to cultural differences, and China's leisure outdoor activities prevail.

Zhang Wenlong also said that leisure outdoors is more suitable for China's national conditions. "In the country, outdoor is an upgraded version of sports, which is a subdivision of big sports."

in fact, < a href= "http://sjfzxm.com/news/index_s.asp" > outdoors < /a > was the "extreme sport" carried out by a small number of people at the beginning. Afterwards, with the introduction of leisure and fashion factors, the concept of "big outdoor" was gradually developed, and the consumption group slowly expanded.

As far as sports are concerned, there is a basically mature concept and consumption pattern that ordinary people have never heard of before ten years ago.

Similarly, more than a decade ago, the concept of sports remained on the "travel shoes". Today, in the whole sports field, Anta has the advantages of running XTEP, running PEAK and basketball.

It has to be said that many categories of subdivision of the movement have already had a basic market prototype in China.

at present, although shoes and clothing market dominates, and because of overproduction, the market is saturated and thus causes the industry to die. However, not only the whole category brand is developing in the market segmentation, but also the outdoor sports segmentation market, and now it has developed to the mature stage, and even the outdoor industry is going deeper.

All this foreshadowed the arrival of China's great sports era, and the market segments under the great movement are worth cultivating.

why does the industry inevitably enter the subdivision? /p >

1. leading the consumer market and moving towards concretion

"comparing the development process of sports brands at home and abroad, we can find that a long time ago, ADI and Nike had focused products and became the endorsements of football and basketball respectively. With this development path, they attached great importance to product research and development. When the country was still in the era of" travel shoes "prevailing (90s), ADI and Nike shoes' shock absorption technology had been very developed, and they used these technology and function selling points to catch consumers.

Hou Lidong said.

In the era of and "travel shoes", Hou Lidong thinks that it is the consumer LED market. With the more concretion of consumer demand, the Chinese sports market and foreign sports market begin to have some common characteristics. The volume of market segmentation will gradually increase, and sports goods brands can find new opportunities for development.

"The industry is at a low level. It does not mean that sports products are not consumed by people. Instead, consumers are constantly changing to a more specific direction. They are diverted into various products. Sports are no longer a pair of shoes. Sportswear can solve all the occasions. What is the real product that consumers really need? This is what sports brands should pay attention to. Brands can do deep in this direction, meet the needs of a certain group of consumer groups, and then develop horizontally."

Hou Lidong said.

< < a href= > http://sjfzxm.com/news/index_s.asp > > Sports > /a > although the brand is moving towards homogenization, there are already some characteristic things coming out, but now the consumers are more and more interested in not the brand, but the product.

If the brand is not the top of a particular category, it will not necessarily lead to the purchase.

This will become more prominent in the future, so brands must build their expertise to develop products that fit consumers' purchasing points. "

2. the difficult industry of cross-border pformation needs to develop towards the direction of refinement /p >

Jin Zhang stressed that the entire sports industry must return to reason.

"In the past, brands have been expanding their channels, and they have been continuously distributing goods, resulting in backlog of stock and no adjustment in time. Thus, the cumulative development has changed from quantitative to qualitative change, resulting in today's dilemma, and now we must return to reason."

Lin has just returned from market research. He found that the sports market in East China has been saturated, and the outdoor market has levelled off, while the outdoor market in Urumqi is still in a rapid rise, and the demand is great.

Lin deeply felt that the Chinese market is big and regional consumption is obvious. No brand can take all the market.

He suggests that the brand should do the precision market on the basis of sticking to the original gene.

"Now must be subdivided, must be refined, the industry leading brands in recent years did not appear in the new marketing mode, because it has embarked on the road of meticulous management, in fact not only management refinement, product and brand positioning and market need refinement."

Lin Zong has entered the sport industry when he sprouted. With the growth of the industry, in addition to calling for the industry to adhere to the meticulous development route, he has doubts about the behavior of pboundary men's clothing that is popular now. "If there are not many factors, including the operator's deep understanding and grasp of the industry to be pferred, the chances of success are not high."

Lin said.

Of course, Lin also did not completely deny this pformation. "In different times, enterprises have different development models. We can not deny sports brands to men's clothing."

However, it is difficult to find precise things across the border.

Lv Menglong, a product designer, believes that such a pformation is more influenced by consumption inertia thinking. "In the consumer's impression, you are doing sports, and suddenly pforming into men's clothing or fashion may not be easy to accept," P said.

In addition, "such a pformation is in fact equivalent to fashion crossover. Once pformation crossover is not able to keep pace with the rapid updating of fashion, it is very likely that the pformation fails."

Compared with P, Lv Menglong thinks that there is a broad prospect of market segmentation. "Outdoor is an extension of sports. A long time ago, sporting goods brands had been presented in a series of forms.

At present, the developed Chinese and foreign brands are moving towards a more differentiated location, from outdoor to outdoor, outdoor, mountaineering, exploration and rock climbing.

In addition, in the field of sports, although no subdivision is so fine, it can also see some brand efforts, such as the PEAK brand takes basketball as the main player. When consumers mention PEAK brand, they will think of basketball, but in fact, PEAK brand product series also has soccer, net feather and life time. Therefore, if the domestic brand can locate the brand gene accurately and make the market segments well, there will still be considerable room for market improvement.

3. the industry can adjust back to in order to locate the future in the past.

Zhang Wenlong believes that the most important thing in the sports industry is that the human factor has brought the depreciation of the whole industry. He used the sewer theory to elaborate that "the capacity of the water pipe (market) is so large that the manufacturers continuously pour water into the water pipes (products), and the one or two can still do so. But when most brands do so, the output is very amazing, and how many of the faucets connected with the water pipes are open?"

And in the process, enterprises have to give continuous support to agents in order to expand, these support constantly squeezing the profits of enterprises, and finally exacerbating the dilemma of brand enterprises.

Zhang Wenlong suggested that the brand should be a subscription rate brand, "the higher the subscription rate, the stronger the brand power". The brand with high subscription rate has its own unique attribute, which makes it stand out from the numerous similar brands for consumers.

Zhang Wenlong pointed out that after ten years and a hundred years, sports will also exist. It mainly depends on whether there are two rational brands. There are two points of view: first, to make categories, and the third is to have their own attributes.

He explained: "the first thing to do in business is product, then category planning. Finally, we must have the attribute of promoting subscription rate. If not, we must have the advantage of category. The advantages of listed companies are outstanding. At present, riding is also an advantage."

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how does the industry enter the subdivision single market and how to cultivate it? /p >

1. brand set tone

from the results of this discussion, everyone is approved of the changeful trend of market consumption. This is a social and cultural evolution, which is irreversible on the macro level, but some attributes are fixed, such as sports, outdoor wind and leisure wind.

Similarly, making brand is also persevere. Brand tuning decides the way of follow up development. This DNA has a precipitation and formation process. If the brand is popular every time, it will make fundamental amendments, bringing the past gene's passing, and consuming a lot of effort to train new genes, and not necessarily guarantee the victory in the new market.

Therefore, the four guests invited this time think that the brand should be able to endure loneliness and concentrate on cultivating and cultivating the market.

from the brand tuning, Lv Menglong as a product research and development trader, he believes that as long as the brand positioning is accurate, it is very easy to have its own gene expression, such as lion brand positioning for outdoor travel, including outdoor travel and outdoor life, as long as around these two large consumer demand and experience to develop the style of products, it is very good.

strong > 2. category and product planning

Zhang Wenlong believes that the so-called profession actually has two dimensions, one is horizontal, and the other is comprehensive.

On the balance of the two issues, Lin Jinzhang thinks that this is related to the strategic planning of enterprises at different stages of development. In the stage of cultivating the market, he suggests that single category brands should be properly extended to related products, such as Sen Di passenger dedicated riding clothes, but the corresponding riding equipment should be developed appropriately, and the product line can be enriched to make up for the defects of single category.

For the whole category brand, he said, the brand must ensure the advantage of a specific field, and let it endorse for the brand. After the gene is developed, it can not be changed again and again, and it should be constantly amended and strengthened, so as to continue marketing around the center.

Hou Lidong, director general, said that he is planning to enrich the product line of Sen Di Ke.

In addition, he believes that in sports, besides paying attention to consumers, we should also pay attention to the promotion of resources.

"Industry leading brands have their own endorsement resources, such as tournaments or stars, and the competition for these resources is fierce.

In the future, whether the brand can hold important promotional resources will have a great impact on brand marketing.

And no matter which market segments the brand wants to enter, it is best to be preconceived and take the initiative to get the better resources and to take advantage of the initiative.

3. brand > a href= "http://sjfzxm.com/news/index_s.asp" > marketing < /a > /strong > /p >

Lin Jinzhang as the trader of the whole brand, he believes that brand marketing must closely fasten the brand gene and show the most unique culture of the brand. It highlights the unique DNA attribute that the three brands, products and culture have integrated into one.

Here, he gave an example, a brand in the subdivision area official order has the very authoritative speech power (the product is strong), but because this brand did not grasp this opportunity, took the opportunity to merge the brand, the product, the culture three together to carry on the strong, the highly effective marketing, therefore the market fame is not big, thus has also limited its development, "this is the marketing drive insufficient".

Zhang Wenlong said that to do the market segmentation, we must be able to grasp the life circle and consumption pattern of the precise consumers, and we can carry out the marketing within the circle. This marketing is especially suitable for the riding area.

"Consumers can judge what to buy by means of comprehensive information, such as consumers buying riding equipment, maybe some people buy their riding clothes from other comprehensive brand brands, but most of them will still feel that I am a riding passenger and wear a customer."

At the same time, Zhang Wenlong pointed out that in the future, in the field of subdivision, the competition among brands is a comprehensive competition, including brand operation ability, insight ability to consumers, product development ability, production cost control ability and so on.

4. market segments should be vigilant "follow the trend" /p >

as an outdoor practitioner, Lv Menglong said that this year we can feel the cooling of outdoor market obviously. Besides, there is a trend of consumption in the market, and there is a trend of follow suit in brand.

Looking at the whole Chinese market, it is no stranger to follow the trend. Lin Jin Zhang pointed out: "making brands should follow the path of differential development, and create and cultivate the brand's own DNA so as to ensure that the market is evergreen."

It is not a good thing for many brands to take the road of homogenization. in the market segmentation, the customers always say that their consumption structure is far from mature, and they need patience to cultivate. He suggests joining the brand of market segmentation to cultivate the market, and emphasizes that the brand must build its own brand DNA for long-term plan.

Zhang Wenlong has the same feeling. He thinks that from a business point of view, a brand should lock in a group, even if it has only a very small user base, which can be found in seven or eight provinces, unable to open a special store and occupy a share. We must insist on it until the market is slowly maturing, and the market demand will rise, and the brand will naturally keep in sight.

the results of this discussion include potential market segments, including basketball, soccer, table tennis, net feather, running, outdoor and its subdivision. These areas can also be subdivided as outdoor ones, such as basketball and its protective market.

The industry can be subdivided and subdivided, but basically it is to attach importance to product research and development, heavy consumption demand, and create brand specific attributes.

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