Sports Shoes And Clothing Brand Takes The Road Of Innovation, Extensive Cooperation And People Oriented.

In the study of brand force in Interbrand2013, the force index of local brands of sporting goods is also significantly lower than that of international brands represented by Nike and Adidas. This is in line with the embarrassment situation of sports apparel industry in 2011 and 2012. Lining, Anta, 361, PEAK and other high inventory problems were unsolved, sales and profits fell sharply, and the six major domestic sports brands closed more than 3000 stores in 2012. Nike has also been affected by the slowdown in the Chinese market. Fortunately, the growth of the North American market has made up for the decline in the Chinese market. And Adidas Adidas's brand has suffered losses and profits, and overall performance is good.

What is the reason why sports brands are in trouble? To date, Chinese consumers are still at a special stage in their interest and habits in sports. Consumers buy sports goods not only to meet the needs of sports, but also to meet the needs of tourism and fashion matching, and even to meet the comfortable needs of leisure occasions. Seven or eight years ago, people were happy to wear sportswear out, which was considered a fashion trend at that time. Nowadays, fast fashion and leisure brands such as ZARA, UNIQLO and GAP have been deeply rooted in the hearts of the people. They provide more fashionable and beautiful casual wear. On the other hand, international professional outdoor brands such as TheNorthFace and Columbia have taken a firm foothold in the Chinese market and won a share in the market.

In the face of fierce competition, sportswear brands are scrambling to open up new territories. From the perspective of local sports brands, Lining's two years ago, after the rejuvenation of the post-90s brand, failed to continue. In the field of continuing farming, the "Wade road" co operated with the NBA superstar, the American designer led "Lining exploration" outdoor brand all emphasized the independent operation of the brand. While Anta lowered its inventory, it persisted in the sports marketing route, hoping to reverse the sales slump through the introduction of the outdoor product line. In addition, following the initial success of Nike and Adidas children's wear, local sports brands have entered the field of children's wear. The blue market of children's clothing market seems to be near. But from the perspective of consumer market, outdoor products are supported by high technology content and rational brand concept. Therefore, from outdoor category to children's wear category, the span of sports products extends smoothly to children's clothing categories and the corresponding brand support is a difficult problem for local sports brands to solve.

However, no matter what measures are taken, the local sports brand has not answered the core question of "how can I occupy a place in the minds of consumers and let them follow for a long time"? If there is no answer to this core question, it is hard for us to see that the bottleneck of local sports brand brand strength can be broken through. If we do not promote sales by discounting, launching new products and increasing the number of stores, the way out for local sports brands can only be changed from channel growth mode to brand growth mode, and we should continue to pay attention to and strengthen their brand strength. On how to strengthen the brand, Nike and Adidas have made a demonstration.

The core of Nike Nike's brand strength is "innovation". For such a traditional industry, large scale, and market leading enterprises, innovation needs not only tremendous courage and investment as support, but also a new vision of industry. Nike is clear that relying solely on celebrity endorsements, publicity campaigns and channel penetration is not enough to resist competitors' attacks. Nike seize the new opportunities brought by the digital age, adapt to the Internet and mobile trend, take the initiative to transform, upgrade and expand business areas. In 2005, Nike launched a Nike+iPod product portfolio with apple. In 2010, Nike set up the Digital Sport department. Up to now, more than 10 million registered users of Nike plus have been registered. The user information collected accordingly is an important reference for Nike development products. It can be seen that Nike is gradually combing and clarified its development direction in the digital age. Nowadays, Internet and mobile have begun to deeply influence all aspects of Nike business, and at the same time promote Nike brand to keep pace with the times and keep pace with the spirit of the times. As a traditional sportswear brand, Nike brand itself lacks Internet gene, but it breaks through innovation with its brand value and behavior mode, giving Nike brand the spirit of Internet. The breakthrough innovation of Nike is embodied in the following four aspects.

{page_break}

The first is to increase investment. For example, in order to develop high performance and lightweight Flyknit technology, Nike has spent 4 years in a large number of programmers, engineers and designers, and has built a new production process.

Followed by extensive cooperation. Nike is good at cooperating with creative institutions, such as the Nike+ Accelerator project launched by TeckStars in late 2012, and encourages many start-ups to create new sports applications for athletes and the public through the Nike+ platform.

The third is the prediction evolution. Among dozens of venture companies selected from Nike, there are market potentials for services targeted at corporate communities and children's consumer groups. If Nike can collect and use the relevant group data and build a lifestyle with these groups, its value is self-evident.

Finally, the spirit of sports. The spirit of sport has always been the proposition of Nike, never giving up and moving forward, and moving and pursuing victory is life itself. From the Nike years of growth and struggle, we can see that it has been integrated into this spirit, leading to Nike's untiring innovation.

Some people question whether Nike can invest huge profits in the digitalization field and harvest the corresponding profit return in the short term. This is indeed a topic worth studying. But from a brand perspective, perhaps Nike's strategy is more long-term. A few years later, Nike brand was no longer associated with sports shoes narrowly, but upgraded to sports program providers, and led the "sports digitalization" lifestyle to change people's lives. At the same time, persisting in innovation coincides with the spirit of Nike, Nike brand will interpret the new era of "digitalization" in the process of rising.

Adidas, the second largest market share in mainland China, has performed well in the past year and outperformed all local and international competitors. In 2012, China's sporting goods market worth 148 billion yuan, Adidas accounted for 11.2% of the share, and catch up with Nike's 12.1% share. In the past two years, Adidas has closely followed the word "subdivision", adopted the multi brand strategy, especially strengthened the star sub brand, expanded the first tier cities and the low line city market with rich subdivision products, and established more contact points. In addition to preserving the "Sports Classics", Adidas has developed two functional lines, which are responsible for the R & D and design of traditional sports function series based on the "sports performance series". In terms of channels and communications, it covers large sports sponsorship, such as the world cup, NBA and so on, and is also involved in hot fashion areas, such as DJ, fashion show, banquet, invitation entertainment star endorsement, etc. The important insight behind it is that Adidas has found that in Asia, Japan, China and other countries, there are a lot of consumers who focus on sports performance as well as consumers who focus on sports.

For example, Neo, the most important chess player in Adidas multi brand layout, is the most dynamic brand of Adidas family, which locks young consumers. The brand spirit it represents is the youth attitude to live out, the style free with the sex, the enthusiasm is bold and unrestrained. From Adidas's efforts to create Neo brand initiatives, we can see its high brand existence, relevance, differentiation and consistency. For example, in early 2013, the theme of "free travel and happiness" was launched, from propaganda, roadshows, interactive activities to the layout of concept stores, which are full of young elements such as young players, summer, vigor, self-confidence, freshness, fun and so on.

On the other line "sports performance", Adidas uses the "fashion movement" positioning, and focuses on the performance of the opponent Nike. Adidas's latest women's products emphasize special details of girls, such as light, dry, breathable, comfortable, bright color matching, and enable Hebe Tian Hebe to endorse the movement of girls, such as jogging, dancing, parkour, hiking and so on. This shows the sisters' mutual companionship and joy of sharing, showing Adidas's insight into the courage, self-confidence and love of her era. It can be seen that good sub brand layout is different from each other, each has its own main attack, and it can work together to give priority to the brand.

So what can we learn from Nike and Adidas? In the context of traditional sports products in a sluggish market, perhaps only innovation and even subversion of business models can make brands continue to gain competitive support. As a consumer product, the basis of innovation is always in people's life style and attitude, and the courage to create a new way of life, so that the brand presents a perceptual appearance and resonates with consumers, is one of the ways for the future development of local brands.