In The Face Of Competition, Sports Brands Choose " Turn Back To "

In the background of sports industry rising to the level of national strategy, no doubt injecting a strong stimulant into sports brand, under this background, "returning to professional sports" has become the choice of many sports brands.

However, the road of return is far less smooth than expected. Facing the huge consumer groups accumulated before the fashion movement, how to keep the attraction of products after pformation and upgrading has become a problem that many sports brands need to think about.

"To tell you the truth, many sports brands in China are more like fashion brands. If they want to remain competitive in the future market, they will only return products to sports."

It is for this reason that the 361 degree president of the Chinese sports brand, Ding Wu, plans to pform the design idea of the product.

The 361 degree multi brand strategy has enriched the product line and made its positioning ambiguous.

Take its sub brand Innofashion as an example, it is committed to providing customized fashion trends for Chinese young people. It has not only established four seasons, including shoes, clothing, accessories, etc.

It also added shirts, jeans and other fashion and 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 pformed 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.

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The industry international giant's Adidas (ADIDAS) is also changing this way.

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.

On the other hand, it expressed the hope of moving the positive young people through sports so as to accelerate the return of brand to professional sports.

In sports industry analyst Yang Yu, the sports brand's emphasis on the professional sports field is directly related to the change of the domestic environment.

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 the whole people to keep fit.

However, returning to professional sports is easier said than done.

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 pformation 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.