XTEP And So On, The Main Force Of The Brand Is The Youth Sports Market.

Last weekend, the opening ceremony of the first National Youth Games was held in Fuzhou. The sports events at the entrance of the family were naturally unable to cultivate the youths who had been in the market for a long time. Before that, Jordan and all of them sponsored the college sports meet. The birds and birds even set up a new company with the help of the capital platform, and organized the campus sports events through the general association and the China Sports Association to promote the development of campus sports in China.

The industry believes that the youth market has always been numerous.

In the face of the important marketing strategies that fight for consumer groups and seize market share, in the face of this special consumption area, besides sports sponsorship marketing, sports brands should pay special attention to product fit and choose suitable market development ways to match with each other so as to achieve twice the result with half the effort.

Sports brand targeting youth market

At the games, as the sponsor of the official designated sports equipment, XTEP provided special clothing for all the staff of the games, including the torch relay, referees, staff, volunteers, etc., and woven it into a red, blue and green sea to make it a beautiful scenic spot for the games.

According to the briefing, the equipment color provided for the Games is the red, blue, green and tricolor extracted from the emblem and mascot and closely integrated with the competition itself.

Since 2005, XTEP has continued to support the major sports events in China. It is not only the only sporting goods partner of the last three People's Republic of China games, but also the sponsor of the Sixth National Games in 2007.

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XTEP responsible person said that over the years, XTEP's "young, fashion, sports" brand image attracted the attention of youthful consumer groups, and the youth games are the gathering place of young, sunny, positive and sportsmanlike athletes.

In this year's games, XTEP set the theme of marketing as "non ordinary youth". It is hoped that these young people can fully display themselves, release their youthful dreams, praise their youth, praise themselves, and show the youth of the Chinese world a unique youth.

The sponsorship of the National Games and the continuous sponsorship of high-quality resources such as marathons will further consolidate XTEP's position in the sports market.

Coincidentally, with the capital market, the valuable investment in the youth sports market has attracted the attention of the industry.

This summer, the company announced that the company signed a cooperative framework agreement with the Chinese University Student Sports Association (hereinafter referred to as the general association), the China Middle School Sports Association (Shanxi Sports Association), the Shanghai Media Institute, the tiger pun (Shanghai) cultural pmission Limited by Share Ltd, and Eunice (Beijing) Sports Culture Communication Co., Ltd. (referred to as "Eunice"). The parties intend to jointly establish three companies.

The core of video business is based on the existing Chinese campus sports content resources, combined with international resources such as NCAA and other Sino US and Sino British cooperation authorization contents, and makes it a campus sports Internet platform.

The second are specialized in sports operations, and promote the development of campus sports in China by organizing the campus sports events through the general association and the China Sports Association.

The third are specialized in sports broking business, serving students' sports talents, coaches and referees.

Previously, 360 degrees and Jordan were married to the World University Games and the Chinese university sports meet. At that time, the responsible person of the 31st degree told the media that while developing themselves, they had always been very concerned about the development of campus sports. The World University Games were called "small Olympic Games". It is the world's largest comprehensive games after the Olympic Games, which enjoys an important position and extensive influence worldwide. It is obvious that this has an important role in promoting the popularity of the youth sports market.

Campus as carrier to cultivate brand consumption concept

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Under the background of promoting sports and healthy life in China, sports lifestyle has become the choice of more and more Chinese people. Whether it is sponsored by XTEP or in the signing of sports clubs, it is all the same.

Taking into account the huge development space of youth sports market, the foundation of huge consumer base and the potential for future consumption, the following strategies are selected as criteria for setting foot in campus sports events.

Pulling the terminal interaction through competitions has become a common sports marketing strategy. Only after the development of sports fashion has changed from a fashion to a demand for life after so many years of development, the need for sports professional degrees has far exceeded that of the past.

In the face of campus sports, local brands should consider how to drive the overall sales through this series of marketing actions.

"Nowadays, young people grow up very fast. They are different from the growth environment after 70 and post-80s. They grew up in the environment of brand cognition, and advocated brand and quality.

The parents of this generation of young people are no longer imprisoned in the past educational cognition, and no longer allow teenagers to live in Pyramid. They encourage children to love sports from childhood and take the initiative to participate in sports with them.

Once a big brand actively intervenes in this part of the market, plus professional endorsement in the field of sports equipment, it will soon be able to drive the demand for products from this group of people, and it will also lead to the brand recognition of these young people and promote related sales.

Industry Hou Lidong told reporters.

Many people in the industry believe that the competition for the campus share of the major sports brands is of great importance to the sales of their products and the market share in the future, because for most students, the consumption concept formed during their school period will affect their shopping idea after a long time after graduation.

At the same time, for young people as the main consumer groups, if they are not caught at the initial stage of their brand consumption, it will be very difficult to influence them in the future consumption concept.

In addition, unlike other consumer groups, campus sports industry connected with campus consumption has obvious concentration, because for most students, they live in schools, so the concept of consumption among students will be obviously oriented.

China shoes net believes that in the consumer market of the campus, many businesses used to sell their products to attract students' consumption, and gradually made students never realize that they accepted and approved the product. But for international sports brands and domestic first-line brands, after years of marketing strategy and brand infiltration in campus sports events, they have already gained a high reputation among students. Now, what we need to do is to match products that meet the needs of this group.

Therefore, in the campus marketing, students should be treated as a special consumer group. According to the style and characteristics of students, the design is more suitable for students' clothing, so that they can win more customers in the students, and on the other hand, make their brands popular among the people.

At the same time, the consumption level of students should be divided into different levels, and there are certain differences between urban white-collar workers in product design and quality, which is of great strategic significance for the early possession of customers' psychology.

Hou Lidong said.