How Does Chinese Brand Build A Star Shoe?

Less than two years ago, thousands of people waited outside the peak shopping center in Ricky mond, California, USA, and waited for Nike to sell the latest basketball, a href= "http://www.91se91.com/" target= "_blank" and "shoes /a".

At 7 in the morning, crowds began to crowd and push each other, and then even shot.

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< p > in fact, similar shopping scenes were staged at the shopping centers of many cities in the same period. The reason why people are crazy is that they are named after the great NBA star Jordan.

Jordan, who has left the basketball court for 11 years, is still Nike's top salesman. Every time the new release of "flying trapeze" is popular among consumers, the sale of "flying trapeze" series shoes in the US in 2013 amounted to US $2 billion 250 million.

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Beyond P, more than 10000 kilometers away, Nike's colleagues and PEAK, China's sporting goods brand, are inspired by the determination to replicate Nike's success in star sports shoes.

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< p > early 2013, PEAK announced the signing of NBA star Tony Parker.

The Sanantonio Spurs' defender's influence is not comparable to that of Jordan, but he also has a large number of fans.

This time PEAK didn't just take Parke as its brand spokesperson. Instead, it regarded Parke star as an important product line, from research and development to marketing.

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P PEAK's initial launch of the 20 thousand pair was soon snapped up, followed by one hundred thousand quick replenishment.

This makes PEAK's a href= "http://www.91se91.com/" target= "_blank" > designer < /a > excited, because before that, PEAK's dozens of star money together did not sell much Parke shoes, sales even exceeded last year's big products.

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< p > "Parke star shoes have created a miracle and brought us different experiences."

Cui Yaguang, director of Beijing design and development center, PEAK group said.

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< p > < strong > > the biggest card > /strong > /p >

When p learned that he wanted to sign Parke, PEAK designer Cao Liang was very excited. This is the most heavyweight player signed by PEAK. "Just like in a dream, his career and court performance are all excellent. I wonder if we can design the shoes that match Parke". < /p >

< p > as the team leader, Cui Yaguang is thinking about whether PEAK shoes can stop PEAK's failure in the star money.

According to the general practice of the industry, a new star will surely launch a new shoe and make an incremental market.

But PEAK's past dozens of "a href=" http://www.91se91.com/news/index_h.asp "ball shoes" /a "sales are dismal, not only the price is higher than that of big products, but the product design also fails to impress consumers.

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< p > "this product should be able to satisfy both the players and the consumers. We should have a pformation in our product thinking."

He said.

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< p > PEAK group was founded in 1988. Compared with several other local sports brands in China, it focuses more on basketball.

With the growth of PEAK, the "boots" of many NBA stars have been replaced by the new brand from Fujian, China - from Battier in 2008, PEAK has signed more than 30 stars such as Vujacic, Artest and Kidd.

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The early PEAK design team of the "P" was not mature enough to design the ball for the stars, mainly from the design to meet the requirements of the other party.

The most extreme example is New York's Nicks's small forward Artest, a very talented player who is both a singer and a bodybuilder. He also loves cars and public welfare.

Artest suggested that all these elements should be embodied in the design of sports shoes.

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< p > "even his car and the name of a school sponsored by his love fund are all put on shoes."

Li Zhenqiang, deputy manager of PEAK Design & Research Center, Beijing, said.

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< p > in addition to crazy fans, this element is hard to understand by ordinary consumers.

The star's main value for PEAK is to endorse the brand in TV and print advertisements.

PEAK spokesman Liu Xiang said.

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< p > Cui Yaguang began to persuade PEAK CEO Xu Zhihua, Parke shoes should learn from Nike's success.

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< p > in fact, Nike has already played very well in the star shoes.

Basketball shoes are the world of Nike. NBA's hottest stars are all under its banner.

But NBA's exclusive sneakers are only 30 years old. Before 1984, NBA ruled that all players must be united in black basketball shoes.

This year Nike signed up with the then rising star Jordan, creating a red and black "flying trapeze Jordan shoe" for it.

When Jordan wore this pair of shoes for the first match, he was fined 1000 dollars by the NBA Union, and the penalty went up to 5000 dollars. Nike paid for him. The NBA alliance finally had to make a compromise.

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After P, Nike has created exclusive signature for every signing star, and is promoted by TV advertising and < a href= "http://www.91se91.com/business/" > marketing < /a > activities.

In 2013, the top three NBA players James, Durant, and Kobe in Nike shoes sales reached 300 million, 175 million and 50 million respectively.

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Compared with young Chinese brands, Nike has a strong design capability and can respond well to the special requirements of players for P shoes.

For example, Kobe likes the lighter shoes of football shoes: "I want my shoes to be the lowest and lightest basketball shoes ever made, and I can't reduce the effect of slow motion."

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< p > the designer has designed a shoe with a thickness of 10 mm and a weight less than 300 grams (10% lighter than his original shoes).

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< p > the important stars will be updated regularly, and the latest scientific and technological achievements will be added. For example, Jordan's 2011 can exchange the middle sole of two shoes according to the explosive force and speed of different people. The latest basketball players like James are implanted with chips, which can reflect the data of measurement speed and explosive force to social media.

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< p > in appearance design, star money is not too far away from popular aesthetics except for its signature star signature.

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< p > Cui Yaguang also hopes to find the balance between the three products, players and brands in Nike's design, like Nike, so as to open up a new way of money for PEAK.

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< p > he soon persuaded Xu Zhihua that the whole industry dilemma in 2012 helped him a little.

In 2012, Li Ning Co reported a huge loss of 2 billion yuan. Former CEO Zhang Zhiyong had to take the blame and resign, and the founder Lining returned to the mountain.

Anta's sales also fell by 14.4% compared with the same period last year, while PEAK's turnover fell by 37.5% during the same period.

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< p > everyone wants to get out of the difficult position by big players.

In October 2012, Lining signed a contract with Superstar Dwyne Wade at a cost of $100 million plus equity incentive. Anta signed a contract with All-Star guard Rajon Rondo, and 361 degrees reached a sponsorship contract with the new all star starter center.

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< p > according to Liu Xiang, a spokesman for PEAK, the reason why PEAK moved Parke is that signing Peter pick will be its main star, but Nike has already marginalized the contract extension, and PEAK has paid at least two times more than that of Nike.

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After P has invested huge amounts of money, the three brands have chosen completely different product strategies.

After signing Wade, Lining quickly launched the "Wade way" worth more than 1000 yuan to improve the brand image instead of pursuing sales. Anta launched the Rondo shoes with a price of 399 yuan, which directly reduced the price to the level that "poor children can afford to buy", hoping to boost sales, but surely it will also lower the positioning of the brand.

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< p > < strong > new rules of game < /strong > < /p >.

< p > Cui Yaguang promised that he could design Parke shoes with brand image and sales volume.

To put it simply, this is a moderate location plus a design that takes into account the needs of the masses.

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< p > despite the many twists and turns, PEAK has improved its design level after serving more than 30 stars.

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< p > PEAK has established more than 30 star players in a database. There are both design plans that have been eliminated and data gathered according to the position, preferences and design of the stars.

This huge database can provide a lot of help for the design of new sneakers.

For example, if a fullback player is signed, a model similar to a defender can be pferred directly from the database and modified accordingly.

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< p > before the contact with Parke, PEAK's designers have selected a team sneaker specially designed for NBA defenders.

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At P, they began to look for Parke's personal style.

Parke is the NBA spurs player, whose home color is black and white, and he is a romantic fashion man, and also has a music album.

According to these clues, the PEAK team produced three sets of options for Parke to choose, and he picked up the black and white dual guard "team shoes" at the first glance.

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< p > and generally, the shoes are not suitable for the mass market, because players play on the wooden floor, while ordinary people play on the concrete floor. "If the design of shoes such as skid resistance and shock absorption can only satisfy the stars, it will be difficult to meet most consumers."

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< p > Nike's star money will also take into account the needs of the mass market, such as the use of special memory sponge insole, which can be adjusted automatically according to different foot shapes, and the soles are made of more wearable rubber to meet the rough requirements of outdoor basketball courts.

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< p > Adidas's practice on football shoes is similar to that of Nike.

Adidas's latest F50 series football boots have not only searched for many famous players such as Messi and Baer, but also considered the needs of grassroots football.

"In addition to the main push color matching, we also provide customized services for MI Adidas sneakers, so that players or consumers can always design a pair of their own matching color shoes according to their own preferences."

Fan Yifeng, manager of soccer product in Adidas Greater China, said to the "financial world" weekly.

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< p > PEAK designers have also made some modifications to the original design.

For example, replace the original crystal soles with more wearable materials; Parke shoes are only white, black and silver tricolor, but when they go to the market, the colors are various.

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< p >, and after a month's design and three months of research and development, Parke shoes were born.

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In P, January 10, 2013, Parke wore his new boots for the first time in the San Antonio Lakers game.

"I am very happy to be a member of Peak team. PEAK's globalization blueprint has attracted me deeply, and together with PEAK, conquering more basketball fans in the world will be the biggest driving force for me."

Parke said.

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< p > at the same time, the Parke shoes, which sell for more than 600 yuan, are also put on the market.

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< p > PEAK has also made adjustments in its marketing methods.

The biggest feature of Jinjiang brand in the past was repeatedly advertising on the CCTV5 through the CCTV5+ star mode, that is, signing NBA stars.

This simple and crude way has allowed the industry to go through "golden 10 years".

But since 2010, the whole industry has entered a period of adjustment. Consumers are becoming more and more fussy about brands. Its < a href= "http://www.91se91.com/business/" > business mode < /a > has also shifted from wholesale to exclusive stores in the past. This requires brand stores to show the brand image better.

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< p > even the most basic shop assistants and clerks need to be retrained.

In the past, when consumers walked into PEAK store, salesmen would talk about PEAK signing a star, but now they have to learn to introduce every detail of the product.

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< p > and with the emergence of new media such as Sina and micro-blog, brands and consumers have new channels of communication.

In 2012, China's smart phone shipments reached 125 million units, and young consumers will spend more time on mobile phones and PC terminals.

On the surface, this requires brand marketing to turn from TV and plane to new media.

In promoting Parke shoes, PEAK focused on new channels such as micro-blog, WeChat and Sina NBA live broadcast. "Our marketing has changed from TV advertising + terminal to Internet TV advertising and terminal through the Internet."

Liu Xiang said.

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< p > more importantly, the two ways of presentation are totally different.

"In the past, it was mainly selling celebrities, and we would publicize what stars we signed. Now we are going to connect celebrities with products directly, and guide people to pay attention to and talk about the details of Parke's shoes on Sina micro-blog."

Liu Xiang believes that this has changed the relationship between the spokesperson and the brand. "Starting from Parke shoes, we need to find" people "through" shoes "instead of looking for shoes by" people ".

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< p > for a href= "http://www.91se91.com/pioneer/" > Cui Yaguang < /a >, the success of Parke shoe has another meaning. The biggest trouble before him is that once the player is injured or pferred, the PEAK brand will be greatly affected. "Now we no longer use a star to endorse the whole brand."

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< p > the success of Parke shoes made PEAK find the new way of star money.

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< p > NBA the best basketball shoe salesman < /p >.

< p > 1. Lebron James (Nike):3 billion dollars < /p >

< p > 2. Kevin Durant (Nike):1.75 billion dollars < /p >

< p > 3. Kobe Bryant (Nike):5000 $10000 < /p >

< p > 4. Derrick Rose (Adidas):4000 $10000 < /p >

< p > 5. Carmelo Anthony (Jordan):3000 $10000 < /p >

< p > 6. Chris Paul (Jordan):3000 $10000 < /p >

< p > 7. John wooll (Adidas):500 $10000 < /p >

< p > 8. Dwight Howard (Adidas):500 $10000 < /p >