Several Suggestions To Solve The "Hollow" Phenomenon Of Chinese Sports Brand

< p > with the Brazil a href= "http://www.91se91.com/news/index_h.asp" > World Cup < /a >, the sports brand has ushered in a war of "no smoke".

But the performance of China's local brands is obviously weak. Data show that from 2012, the domestic sports brand enterprises such as Lining, Anta, XTEP, PEAK and other domestic enterprises showed a slowdown in the growth of their performance. In addition to the 217 growth in the number of stores in 2013, the other five brands entered the "closed shop" and the total number of stores closed to 5000.

Lining, the leader of China's sports category, has been plunged into the founders' selling and rescuing market, the high level turbulence and the operation mire of capital dishwashing. All the signs show that the "golden ten years" that Chinese sports brands can earn money by closing their eyes have disappeared.

< /p >

< p > international sports brands such as Nike and Adidas have begun to rebound. Adidas's Greater China annual report shows that the group's sales revenue maintained a single digit growth in 2013.

Nike's recent earnings report also showed that the sales volume in the Chinese market has dropped by 10% in the previous quarter. The number of orders in the Chinese market has increased and profits growth has picked up significantly. This is in contrast to the declining trend of Chinese sports brands.

The reason is that brand homogeneity, poor sales, surging stock and user churn are all the reasons for pushing China's sports brand to the brink of danger.

We will first analyze and discuss from the brand level, what is the farther and farther away from the success of Chinese local sports brands?

< /p >

< p > < strong > brand building fails. "Hollow man" is hard to go far away. < /strong > < /p >

< p > data show that between 2007 and 2009, the number of new local sports brand enterprises increased to nearly 2 in the year before and after the Beijing Olympic Games, and the number of terminals increased by nearly 2 times at the end of 2009 compared with the end of 2009.

Behind this craziness, there is a phenomenon of high market concentration and serious homogenization of the brand, which directly led to the heat of the 2008 Olympic Games, and the major problems of the growth of channel size and the accumulation of product inventory.

< /p >

< p > brand building has not kept pace with the speed of commercial development, but on the contrary, it can not form an effective impetus to the business development of enterprises. To a large extent, most local sports brands mistakenly equate brands with marketing promotion. Despite the expensive marketing expenses, their influence and business benefits can not be compatible with international brands, but they ignore the accurate refining of the most fundamental core proposition of the brand and lack of precise and differentiated brand positioning, which is the most serious injury of most Chinese local sports brands.

The reason is that most of China's local sporting goods brands start from the manufacturing industry or OEM foundry, and then gradually develop to brand operation.

There is a clear gap between the product design and the international brand, and there is a frequent phenomenon of style similarity between them, which has not formed an irreplaceable cognition in the minds of consumers.

In addition, there is a lack of brand differentiation and additional emotional value. Only through some innovative performances of advertising and terminal marketing, can we achieve the so-called differentiated information without really answering the question of what the brand is worth to the public. What kind of emotional meaning do we give consumers? < /p >

< p > if we can not answer these two questions clearly, then more promotion and publicity will be easily defeated by our competitors.

Lack of strategic thinking, leading to many local brands are like a hollow scarecrow, just run at a galloping speed, but no matter where to bring the brand to where, and when the physical strength fails to collapse, it will be unable to return to the sky.

< /p >

< p > < strong > lack of focus movement attribute, failure in pformation fashion < /strong > < /p >

< p > into the domestic sports brand shop, "fashion movement", "Happy Sports" and even "Sexy Sports" propaganda words everywhere.

Although the purpose of the "fashion movement" is to try to find a new orientation and direction for the "professional sports" advocated by the international sporting brands, it has led to the movement of "fashionable sports". The whole campaign of local sports "a target=" _blank "href=" http://www.91se91.com/ "shoes > /a" has become a hot phenomenon in the product development and brand operation, which further aggravates the speed of "assimilation competition" among local sports brands.

And most of the enterprises that shout "sports culture" simply invite one or two Hong Kong and Mainland Youth Idol stars, relying solely on the promotion of terminal channels and advertising, but ignoring the inherent discipline of products, resulting in products that can not compete with those fast fashion brands that focus on fashion trends, and also lose the core sports product that sports products should have at the beginning.

< /p >

< p > the most fundamental reason why local sports brands can not lead the fashion trend is that the product design style can not achieve the true sense of fashion.

For example, when "graffiti" has become a popular fashion element, many local sports brands use graffiti elements on their products, but they neglect that China is not a graffiti culture. When the "Chinese elements" are popular in the world trend, sports shoes and sportswear produced by local sports brands will embroider Chinese elements in a swarm of bees, simply print the so-called fashion elements simply on the appearance of sports products without thinking about the cultural connections between fashion and sports.

< /p >

< p > sports brand without sports attribute is like a lost person.

In contrast, the international brand is the opposite, emphasizing the function and technology of the product at the sports level. In actual propaganda, it also promotes the practical performance of the product and separates it from the local sports brand.

< /p >

< p > < strong > is not compatible with the three generations of the new generation. It is hard to please /strong < /p >

< p > data show that sports shoes and sports a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the largest consumer group is the young people of 15~25 age. Once graduation has entered the society, formal dress and casual wear will become the main choice of clothing, and the domestic sports brands represented by Lining can achieve rapid growth in the past ten years, to a large extent, the population peak period of "post-80s" is inseparable. However, with the change of the main consumption group from "after 80" to "after 90" and "after 00", the consumption concept and value orientation have changed.

Since they were young, they grew up in the internationalized and networked environment. They were strongly influenced by the new media. The information obtained on the Internet basically kept pace with the foreign countries, and had a natural affinity for the international brands and their values.

Secondly, they have more material foundation than "80", so long as they can make them feel different and happy, even if foreign brands are higher in price, they will not be bothered by them.

< /p >

< p > 2010, Li Ning Co began to remodel its brand and chose the bright position of "post-90s Lining". Although this intention is to change the age of Lining's actual customers, we should embrace the new generation of young consumers in an all-round way and try to gain more market share from them to maintain sustained high growth. However, the choice of spokesperson Lin Chiling is the goddess in the hearts of "70 after 80". The result is that the "post-90s" consumers are not obviously touched, but at the same time, they overemphasize the positioning of "post-90s", while ignoring the feelings of "70" and "80" groups, which embarrass the phenomenon that "new users do not buy and old customers do not pay".

< /p >

< p > whether Lining's brand marketing is failing or not, in the long run, the marketing orientation of sports brand positioning "post-90s" and "00 after" is undoubtedly correct. However, the study of a brand line that can really stir up the new generation is just a topic worthy of consideration for local brands.

< /p >

< p > < strong > aiming at such a situation, we put forward several suggestions for China's local sports brand: < /strong > /p >

< p > < strong > recommendation 1 carefully tell the brand story well < /strong > /p >

< p > to tell a clear, believable and fascinating story for the brand.

Answer two questions in the story: what is the value of this brand to consumers? What emotional meaning do they give consumers? < /p >

< p > < strong > recommendation 2 pay attention to product movement attribute < /strong > < /p >.

< p > focusing on the product itself, satisfying the sports needs of consumers and enhancing the sports performance of consumers are the most fundamental elements for consumers to choose sports brands and leisure brands.

< /p >

< p > < strong > recommendation 3 do not flatter consumers, but infect and influence them < /strong > /p >

< p > do not attempt to buy the hearts of new generation of consumers through one or two idol stars and one or two promotions.

They need a spiritual icon instead of promoting their uncle.

< /p >

< p > < strong > brand thinking < /strong > < /p >

< p > do not attempt to buy the heart of new generation consumers through one or two idol stars, one or two activities "a href=" "http://www.91se91.com/news/index_s.asp" > promotion < /a >.

They need a spiritual icon instead of promoting their uncle.

< /p >