Why Can't Lining Succeed In Hiring NBA Superstar Marketing?

This year, Lining started marketing with millions of dollars, including the NBA Ju Xingde Wayne. Wade signed, the author predicted that it would be difficult to shape the brand of Nike and Adidas.

In 2011, the author believed that Anta would surpass the Lining brand and become a Chinese sports brand. At first I thought Lining The loss of brands will be eaten by no economists in the world to predict the trend of world brand and consumer market. Because luxury brands encounter the collapse of the financial crisis in 2008, the price range will inevitably overwhelm the middle end product market. The positioning of Lining brand is lower than that of international sports brands, which is higher than the price of domestic sports brands. Therefore, Lining is under the direct pressure of financial crisis. In addition, Lining sports brand is mainly in the first tier cities, while Anta sold in the main two or three tier cities in 2011, so the discount of international sports brands and the introduction of new mid priced products directly impact on the brand of Lining, but Anta is not affected. So in 2011, the author predicted that Anta will become the first Chinese sports brand to replace the Lining brand. Now everything is right.

Why does the Lining sports brand cost millions of dollars? Why can't the marketing brand succeed?

First, first aspects Lining The brand is dealing with inventory products in large quantities. This is not a high-end brand image. On the other hand, it is spending a lot of money to build high-end brands. This unequal image will become a huge capital marketing. The United States Cox Chi is due to the same quality and similar handbags, the sales price in Ortles is relatively low, and the selling price in the department stores is relatively high, forming a kind of impression of deceiving consumers. As a result, most consumers think that they are deceived. As a result, the American light luxury brand has suffered a great recession. Obviously, a high-end brand needs unity. When you want to tell me that I am the same marketing as international brand, why do I have to deal with the image of inventory?

Second, Lining's brand vision only aims at Adidas and Nike is not promising. If you want to be promising, you can only find inspiration from the global fashion trend and transform the design style of sportswear. This is the right strategy for the rise of Lining's brand. Now Lining's use of NBA superstar marketing has not changed the style and texture of Lining sports products, so it will fail.

Third, Lining brand was originally targeted at consumers over the age of 30, and now suddenly positioned at the age of thirteen or four, which is probably the result of entering the children's clothing market early this year. If the location is thirteen or four years old, it is positioning the clothes of junior high school students. These students are mainly psychological comparisons, including the white-collar psychology of the white-collar workers in their units. They are basically brand names, rather than a year ago, they can be successful in color style clothing. Marketing tool Inappropriate. The marketing channel should not be carried out, and the NBA superstar who should not be marketing is blind. Therefore, the marketing color of Lining can not revive the market influence of the brand. CCTV sports channel has been dubbed the Jinjiang channel. Even the unknown brands are endorsed by celebrities.

Fourth, the Lining brand used the professional manager first, and recently used the partner of the consulting company. Because the professional manager just copies the experience and duplicates the experience, does not have the innovation ability, but the consultant company partner is not the specialized counterpart research marketing, is also not the counterpart study clothing, is not the research manufacture brand, therefore, produces the two-year product inventory to drop 8%, this year the new product occupies the stock total quantity more than half. Obviously, this is a failure again.

To sum up, the author believes that Lining brand needs to know about clothing research, brand research, sales research, global brand trend research, and global consumption trend research professionals to succeed. The partners of professional managers and consulting companies do not possess these abilities, so that there should be no marketing in the areas that should be sold. Instead of asking for endorsement, a middle end brand should not be built by endorsement, but by other channels. A lot of inventory will be the spoil of Lining brand. Obviously, regardless of inventory, relying on NBA's ineffective marketing, will make Lining brand more and more frustrated.