Can "Minority" Route Lead The Sports Brand To Find A Breakthrough?

According to the world clothing and shoe net, facing the competition pattern of strong and strong sports goods industry, some

The strategy of avoiding its edge and highlighting its own characteristics in the niche market has chosen a path of differentiated growth in the segmented market and staged the story of "little lily also has spring".

This is the latest attempt of some niche brands in the new round of peak orders.

According to the analysis of the industry, in the mobile Internet era, people's shopping channels have become diversified, and traditional marketing methods have also become decentralized. The market is being further deconstructed and broken down.

Even online business is popular.

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And so on, today, the brand of the minority sports brand can also wait for the explosion point.

Split running market

At the ordering meeting held recently, Shun Chao shoes and Clothing Co., Ltd. announced the signing strategy with the IWCF international world champion JBP, and joined the London Olympic diving champion Wang Hao, the 200 meter backstroke world champion and the IWCF world champion Cui Chishen, as an ambassador for the Super Cup "national starting run" public welfare ambassador, and launched the "nationwide start running" campaign.

Wang Qingbo, general manager of Shun Chao shoes and Garments Co., Ltd., said that with the continuous improvement of people's living standard, running has become a new trend of life.

The Super Cup brand of Shun Chao will intensify its efforts in running equipment, and launch the idea of "starting the race with all the people" to jointly open the new trend of the whole nation.

Chen Wuchao, director of Super Cup brand, believes that although many brands in the running market are doing this, the market capacity is still very large.

"There were only 23 Chinese marathon events in 2006, and 328 by 2016.

But compared to the more than 3000 marathon activities in the United States a year, our data are far from enough.

In his view, whether the marathon or the folk run, China's market growth is still very large, the Super Cup will be divided into one cup in the field of running.

Similarly, in running sports, there are also the Fujian shoe industry. The difference is that the sports brand of Quanzhou city is generally different from the two or three line market positioning.

In the view of general manager Ling Xuecheng, with the increasing living standards of cities in China, people's requirements for the materials and styles of sports equipment are getting higher and higher, more and more diversified and fashionable.

"China's two or three line market is large, but it is also highly competitive, which is a typical red sea market.

We are the main line of the market, not seeking the big and the whole, only the small and refined, concentrating the strength of the enterprise on one point, so that it has become the blue ocean market.

Enhance brand promotion

Ling Xuecheng believes that compared to Anta, Lining, and 360 degrees, these niche brands still have their advantages.

Andemar is a good example. The main body of the fitness station is steady and further strengthened.

"Nowadays, there are more than 500 stores or counters in the first tier cities in China. Many of them are dealers.

This year's task is to upgrade the store image, strengthen the combination of high-end materials and fashion elements, and form a localized style. At the same time, it will enhance brand promotion in the Olympic Games cooperation. "

Apple (China) Limited has also announced a new start in light luxury.

Last week, the company awarded Fujian Apple's brand China operation right, and officially opened the road of strong alliance.

It is reported that Fujian AI Po shoes Co., Ltd. has signed a 10 year contract with the apple group of the United States, fully reflecting both sides' confidence in the future market.

Yang Wenyong, the chairman of eper's shoe industry, which has rich experience in the domestic market, looks to the current situation that the brand market is relatively weak and the brand upgrade is imminent. It will be fully committed with apple in brand culture, product research and development, terminal image, management team, channel widening, terminal retail and consumer experience. In 2017, it will strive to build 10 model benchmarks market and 3 strategic markets, fully realize brand performance breakthrough and lead the light luxury and new trend.

Shi Yinhuan, chairman of apple (China) Limited, said that product differentiation is the core competitiveness of the US Apple brand, and the strong rise of the brand can not be achieved without continuous investment in product R & D design.

In product style design and functional technology, the US Apple breaks through innovation, and combines designers and fashion buyers to converge on the global fashion and trend, build a brand featured product system, and create a shoe line with the core of "modern fashion, classic leisure, urban sports, light luxury and retro sports", and launch thousands of new products every year to continuously enhance the competitiveness of the brand.

More interesting reports, please pay attention to the world clothing shoes and hats net.