How Do You Extend The Gene Of "Sport Happiness"?

Here world Clothing and shoes The little editor of the net introduces the gene of "Happy Sport" to decode your bird.

In early November, the relevant person in charge of the expensive bird bird said in an interview that the company's spring and summer orders in 2015 will meet expectations, and the adjustment will come to an end. Next year, it will be put on the spot.

After years of rapid development, sports apparel industry has been suffering from high inventory in recent years. The outside exclaimed "the cold winter has arrived". The precious bird has always attached great importance to the inventory problem. According to its 2014 China Daily, the stock of noble bird has been greatly reduced, which is 27% lower than the beginning of the year.

Your order for autumn 2015 will be held next month. To this, the responsible person affirmed that: "the company does not give franchisees to suppress goods, nor does it necessarily require all futures to be executed. At present, terminal sales are in line with the industry, and sales of sports goods have rebounded this year. The precious birds are embarking on the optimization of the channel and closing the inefficient stores. Next year, the single store efficiency will be significantly improved.

After years of rapid growth, sports apparel industry is gradually showing new development features. Brand superiority and R & D capability are becoming more and more important. After this year's debut, you will take advantage of the listed companies in the future and pay more attention to the construction of related aspects in the operation.

　　 Brand awakening differentiation is positioned as a market weapon.

From the middle of 90s of last century, the achievements of reform and opening up were highlighted. With the rapid growth of mass consumption ability and the accelerated pace of development of local sports apparel enterprises, international brands began to pay close attention to the domestic market. With the constant relaxation of policies, a large number of multinational enterprises headed by Adidas and Nike entered the domestic market.

At the initial stage, multinational enterprises rapidly opened the domestic market with relatively mature brand marketing strategies. At that time, a large number of garment enterprises in China did not have strong brand awareness, and the marketing strategy was relatively simple. At the same time, in the 90s of last century, domestic sports clothing enterprises still faced with many difficulties, such as small scale, weak brand and so on. In the first competition of foreign-funded enterprises, domestic enterprises take the defensive trend.

In the process of follow up competition, the local enterprises gradually realized the strength of the brand, followed by efforts to study the operation mode of successful brands at home and abroad, seize the rapidly developing market opportunities, and strengthen the forging of their core competitiveness in study.

In this regard, the brand building of "noble bird" is especially refreshing.

Lin Tianfu, founder of the noble bird, has gradually explored a differentiated development path in the market. When the professional sports brand of the pawnshop is threatening and the advertisement of sports stars is spread all over the street, Lin Tianfu feels that the characteristics of the brand will gradually be drowned in the same sports star endorsement. A question begins to haunt the birds of the world: how can brand differentiation be reflected in the fierce advertising wars?

From the very beginning, there is a different thinking path for the "noble bird", which is to bypass the red sea of professional sports brand competition and create a more fashionable sports brand.

So, in 2002, the Emperor invited Andy Lau, the emperor's superstar, as the spokesman of the brand image. He quickly became a popular brand in the sporting goods market. In 2003, he invited Hongkong Tian Tian superstar Cecilia Cheung as the ambassador of the brand. Won the "product quality national inspection free", "China famous brand", "Fujian famous brand" and other honors. In 2004, the birds were invited to participate in the fourteenth China International Sporting Goods Fair, with the top 1 brands of international and domestic brands, and the brand ambassador Andy Lau came to the center of the 700 square meters of the birds.

In addition, in order to cooperate with this differentiation positioning, the "noble bird" has also specially produced a set of marketing mode combination boxing, and launched the "marketing network, sales management, terminal image, information and advertising promotion" 5 systems. Relying on differentiated brand positioning, multi-level and multi-level integrated marketing activities and strategic layout of the two or three tier city, it has gained the recognition of consumers.

Since then, this brand has been continuously dug up: Hunan sponsors satellite TV's "Happy Men's voice", "Oriental TV show" and "Jiangsu's TV show" and so on. In the year of 2007, it has become the sport brand of the most popular talent shows, and has won the honor of "the top 500 brands in China". In 2009, it became a strategic cooperative relationship with many top international and domestic professional companies, and comprehensively promoted the brand of the bird to the first camp. In those days, the value of the brand was over 2 billion, and the word of mouth and internet word-of-mouth were greatly improved.

With the continuous breakthroughs in brand influence, the honored birds were honored with the honor of "China's ten major sports brands" and "College Students' favorite sports brand". In 2011, after joining the four major video platforms, the giant bird joined a strategic partnership with Tencent to launch a new round of brand marketing. We should start the "fast strategy" and put the development strategy in the fast, fast, happy, and fast company, fast strategy and quick thinking, so as to achieve wide coverage, deep excavation, high store efficiency and fast layout, and promote the sustainable development of enterprises. Besides, the famous bird also introduced the world-renowned consulting firm, Tao Hui Hui consulting company, to implement the human resource management system optimization project, so as to enhance the "soft power" of enterprises and make the enterprises move towards a more standardized, institutionalized and scientific management track.

In addition to the accurate brand positioning, the "noble bird" also grasped the historic opportunity of the Chinese government to promote the national fitness program, from a sports power to a sports power, and a return to sports activities to the public life. It thoroughly explored the essence of the life of sports, and took the sport leisure as the focus of product development, and created the connotation of "Happy Sport" of the brand of the brand, which effectively avoided the direct competition with the professional sports brand.

For a long time, the marketing promotion of noble birds has focused on the brand concept of "sports happiness". Taking sports leisure, lifestyle and fashion as the breakthrough point, it has carried out omni-directional, multi-level and high frequency integrated marketing activities to CCTV5 and other national TV stations and mainstream Internet media, including unified advertising of terminal images and putting regional ads close to the terminal.

　 Devote great efforts to developing independent design to help expand the market.

Affected by the excessive expansion of sports shoes and clothing industry in previous years, the sports footwear industry has been in a downturn in recent years. The problems of excessive brand, high inventory and homogenization of products are highlighted. After a round of survival of the fittest, the situation of homogeneous competition has been gradually improved, and the terminal inventory level has been effectively alleviated, and the discount pressure of products has been gradually alleviated.

With the gradual maturity of the sports market, consumers are no longer satisfied with just the basic product quality assurance. Not only should the products be clearly protected in quality, but also the design factors are becoming more and more important. Whether they are comfortable or not, whether the design is fashionable or not, has become the factor that consumers choose to buy or not.

Located in Jinjiang City, Fujian Province, the city is located in the largest sports shoes and clothing industrial cluster in China. It is known as "China brand capital", "China Shoes Capital", "famous sports clothing town of China" and "China sports industry base". Objectively, Jinjiang also provides a basic guarantee for the products and R & D of noble birds.

At present, Jinjiang has a complete industrial chain covering the production of surface accessories, sole production and processing, accessories production, garment processing, shoe manufacturing, warehousing and distribution, and shoes and clothing distribution market. It has a strong sports shoes and clothing production capacity, specialized garment manufacturers and a mature third party warehousing logistics distribution system. The advantages of Jinjiang's industrial clusters provide a powerful driving force for the development of "noble bird".

However, what is even more difficult is that the valuable birds can effectively integrate the industrial chain, build a long-term and win-win cooperation relationship with the upstream and downstream enterprises, grasp the front-end R & D design links, emphasize the terminal channel construction, outsource the non core businesses such as sports shoes soles production, sportswear production, processing and logistics distribution, focus on the traditional advantages and high value-added links, and strive to build a brand of sports shoes with independent intellectual property rights.

The standardization of the process management in all aspects of production, supply and marketing has been promoted by the good people, which has effectively and effectively controlled the safety stock of products, ensured the fast and effective market reaction ability, improved the profitability, and improved the supply chain integration ability.

Quality is the foundation of enterprise, and efficient supply chain management ensures product quality. At the beginning of the establishment of the company, the company insisted on independent research and development design to ensure that it was ensured. Guirenniao The brand concept of "sports happiness" is fully reflected in products. According to the data, there are 256 R & D personnel at present. They have strong design ability of sports shoes and clothing, and all the R & D design schemes are completed by the team to reduce the risk of over reliance on individual designers.

Nowadays, you have the design ability of more than 1160 sports shoes and 1370 sportswear each year. The stability of R & D design team is also good. Meanwhile, the age structure distribution of designers is also balanced. This makes the design team effectively inherit the design experience of senior designers.

Not only that, but also through the combination of external recruitment and internal tapping the potential, the company enhances the strength of the R & D team so as to grasp the trend of fashion in a timely manner, improve product quality and meet the diversified needs of consumers, laying a solid foundation for independent research and development and building a strong brand of the people. By grasping the fashion trend and gathering the top professional talents, the products of the famous bird brand have won the general recognition of the masses of consumers.

From the core of "sports happiness" brand On the basis of the concept, the "noble bird" meets the target consumer's comfort, fashion and healthy product demands on the R & D design team. This is the focus and direction of R & D. It reflects the latest international trend in design, and can best adapt to the proportion of domestic consumers, wearing habits and aesthetic taste.