Sports Brand To Learn From International Brands

With the double growth of domestic sports brands, the performance of sports brands such as Adidas, Nike and other sports brands in China in 2015 also increased significantly.

According to the published data, Adidas's Greater China sales increased by 18% in 2015, and sports performance series and sports fashion series became the driving force of growth.

The first quarter results of Nike's 2016 fiscal year show that its sales rose 5% over the same period, with sales in the Chinese market rising 30% to 890 million U.S. dollars over the same period last year, and orders grew by 22%, becoming the fastest growing region.

Qin Chong said that the sports industry is in a rising environment, but whether every enterprise can keep pace with the rapid development depends on its own business ability.

Consumption is escalating, consumers will pay more attention to the functionality of science and technology. Considering the professional performance, international brands such as Nike and Adidas have advantages. Considering the price performance ratio, the domestic brands of Anta and Lining have advantages.

"In addition, consumers have strong admiration for the spiritual meaning of products. Some consumers buy a sporting goods and value the spiritual meaning of products.

such as

Brand advocacy of personal heroism, ADI advocacy group strength, Puma's initiative to promote motor racing, each has its symbolic significance, which caters to the psychological demands of some consumers. A successful brand in foreign countries can represent a spirit of LOGO.

While domestic brands have done little in this respect, a domestic brand LOGO is just a trademark. "

Qin Chong said.

Lu Le said that the advantages of the domestic sports brand compared to foreign brands are mainly reflected in the price advantage. Compared with foreign brands, the cost of domestic sports brands is low, and there are certain advantages in terms of price.

As for the channel, with the rise of the electricity supplier, the competitive advantage of the stores under the domestic sports brand line has been gradually lost.

Disadvantages are mainly reflected in the fact that brand awareness is still lower than foreign brands, product design is weak, lack of distinctive core products and replication and continuous effective marketing mode.

For the future development trend and direction of China's sports brand, Lu Le believes that internationalization and industrialization are the trend and direction of development. In internationalization, we should implement the strategy of going out and take account of the two major markets at home and abroad.

Although China's sports brand development is still in its initial stage, the domestic sports brand is relatively mature in the domestic market.

Lu Yue said that in terms of industrial diversification, the future domestic sports brand is expected to gradually expand its industrial chain with the rapid development of sports industry in spring.

It is understood that by the end of 2015,

Sports has been officially identified as the national sports industry demonstration unit by the State Sports General Administration. Insiders say that this is a new starting point. In the future, PEAK will improve the operation of the group buying official website, lay a deep layout of the basketball market, and consider participating in the brokerage, organizing events, training camps, training and other businesses of the planet.

According to the data, the manufacturing and sales of sports apparel in China account for nearly 80% of the total sports industry. The proportion of sports service industry including sports operation, sports media, fitness and leisure, venue services is very small.

"The mainstream of the current domestic sports brand is still" selling products ", and the mature market of" selling services and selling experience "has not really formed.

Qin Chong told reporters that according to the general rule of sports industry development, sports service industry is the focus of sports industry development, and its proportion in sports industry structure should reach 60% to 70%.

"In sports consumption, consumers will tend to be differentiated.

And the convenient consumption trend, China's sports brands should pay more attention to this demand, increase investment in research and development, cooperate with professional colleges and universities, cultivate professional talents, conduct in-depth research, understand consumer demand, improve service level, and realize the integration of production, sales and service industry chain.

Qin Chong said.

Tsung Chong said that in the face of world sports products market, internationalization will be the only way for China's sporting goods brand leaders to lead the future development of the industry. The internationalization of domestic brands must first be focused on coking, localization, and through sponsoring the sporting events of consumers who are most interested in the target market, to understand local consumers' preferences and consumption habits, so as to enhance the popularity of advertising.

Localization, intensive cultivation, globalization and localization in synchronous advance, local conditions, "local consumers" good, with the most accurate marketing, better reach the middle of ordinary consumers.

Rejecting the explosive marketing of a single event, it also refuses to play a global role in a certain sport, and do as the Romans do to overcome cultural differences and trust each other.

Qin Chong said that at present, China's economic development stage, the public demand for entertainment and entertainment is huge. The mass movement is entering a more specialized stage. With the relevant policies of the central government, it encourages and stimulates domestic consumption. In the next ten years, the sports brand will be brilliant for ten years, with great potential for development.

"China's sports brand should fully recognize the current environment for the survival and development of sports products, upgrade the industry value chain to both ends, and integrate its own brand positioning with precise market positioning and customer positioning, so as to achieve lightweight products, fashionable fashion, brightening colors, functional popularity and price popularization, so as to occupy a place in the market competition with the world sports brand in the future.

Qin Chong suggested.