Strategies For Sports Brand To Return To Professional Sports

On the one hand, with the improvement of people's attention to health, the demand for professional sports products is increasing. This allows enterprises to see the profit margins; on the other hand, the government has promoted the development of sports industry from the national level, and has asked to actively expand the supply of sports products and services, and encourage fitness for all.

However, regression Professional sports The field is easy to say, but it is difficult to do it. Yang Yu said that in the current situation, it is not realistic for sports brands to abandon fashion sports products completely. After all, these products have accumulated huge consumer groups for brands. After transformation and upgrading, it is the most difficult problem for all brand enterprises to launch the products that convince consumers quickly to ensure that the original customers do not lose.

　　 361 degrees The multi brand strategy has been enriched. product line At the same time, it also obscures its position. Take its sub brand Innofashion as an example, it is committed to providing a fashionable fashion brand for young people in China. It has not only established a complete series of products covering shoes, clothing, accessories and other four seasons, but also added shirts and jeans with fashionable design styles and styles, and invited sports and acting stars as spokesmen. "Although this brand is recognized by young people, it is far from the sports blood flowing on the 361 degree, which is the negative effect brought by the multi brand strategy."

Also wanting to return to professional sports is another domestic leading sports brand, XTEP (XTEP). Unlike other similar brands focusing on sports, in the past decade, XTEP has taken a differentiated route, and gradually transformed its product type from professional sport to fashion leisure sport through cooperation with entertainment stars. However, with the increasing emphasis on sports industry in the country, XTEP's product positioning has been shaken, and returning to professional sports has become the top priority of its future development. "XTEP is going to change. In the future, we will attach great importance to the field of professional sports." XTEP brand director Guo Yizhe said.

Adidas (ADIDAS), an international giant in the sporting goods industry, is also making changes in this area. In the early February 2015, Adidas launched a new flagship advertisement with the theme of "Sport15". The actors in the advertisement did not invite famous stars, but all of them were athletes. Adidas said it hoped to boost the brand to speed up its return to professional sports by moving positive young people.