361 Degrees Ding Wu: The Road Of Brand Operation And Development

According to the world clothing shoes and hats net, May 10th coincides with the Chinese brand day. On this day, Sina 2016 runners' brand selection was officially launched.

PEAK,

361, and other outstanding domestic running brand business leaders and famous sports brand marketing experts in China have conducted exclusive interviews to discuss the way of development of enterprises and brands from the perspective of how domestic brands compete with foreign brands and the future development of sports brands.

What we are talking about today is

When family members, Ding Wuhao, executive director and CEO of 361 degree group, interpreted the 361 degree brand operation development path for everyone.

Reporter: how can 361 degrees uphold the brand spirit of "more love" to meet the establishment of China brand day and further develop its brand philosophy?

Ding Wu: 361 degrees will continue to uphold the brand spirit of "one more love", encourage all sports loving consumers to devote themselves to their favorite sports, and will continue to work hard to provide them with sports equipment equipped with design and technology to help improve athletic performance.

To better convey the brand spirit of "more love" and bring more and better cost-effective products to young people who love sports all over the world, 361 degrees will continue to strengthen the strategic layout of internationalization.

The group began to enter the international market from the end of 2014, and the global network layout was basically completed by the end of 2016.

The group has set up a direct branch in Brazil (New Hamburg), the United States (California Bay) and Europe (Holland Amsterdam).

In terms of the number of outlets, the group has 1017, 264, 67 and 20 sales outlets in Brazil, the United States, Europe and Taiwan respectively, and has already covered the UK, Germany, France, Austria and Switzerland in Europe.

In 2016, 361 international sales increased by 80.6% over the same period last year.

The group hopes that in the next five years, the proportion of overseas revenues can reach over 10%, and it will focus on improving the sales performance of Brazil, the United States and Europe. In the Middle East and other Asian regions, the group will mainly expand the dealer mode in a short time, and consider the establishment of a direct branch under the condition of ripe conditions.

In addition, the group will consider expanding to other countries and regions in Australia and South Africa in the near future.

Reporter: providing services for young consumers is the 361 degree line which has been adhering to the road, including joining hands with Warner Brothers and Disney to sponsor the Youth Olympic Games. What kind of brand marketing strategy is it based on?

Ding Wu: the brand gene of 361 degrees is love, sports and internationalization. The target consumer group is a 16-28 year old sports loving young person.

Therefore, based on these points, whether we choose cross border cooperation or event cooperation, we will consider whether it can affect the young sports loving consumer groups, whether it can help to better display the "internationalization" brand genes or expand the international influence.

Reporter: now the trend of sports becoming younger and more entertaining is becoming more and more obvious. The stars such as Sun Yang under 361 degrees are getting more exposure in entertainment programs. Are there any plans for 361 degree adjustment of this trend?

Ding Wuhao: the sports resources that we choose to support mainly consider the following points: first of all, for domestic athletes resources, they are mainly driven by brands, such as Sun Yang, Liu Xiang, Zhang Yufei and so on, which are very consistent with our brand spirit, and can well interpret "more love" and promote category.

Secondly, for international athletes resources, Le Fu, Marbury, Frey Dieter and so on, have a high popularity at home and abroad, which can help us take account of the domestic and foreign markets.

In addition, according to the current trend, we will continue to expand more resources on the existing athlete resources.

Reporter: in the past Olympic cycle, in addition to the Youth Olympic Games, 361 degrees also continued to join the Asian Olympic Games and Rio Olympic Games. What's the help of the 361 degree brand influence?

Ding Wu: supporting large professional sports events is an important part of the company's growth process, and is the most important asset in the company's sports marketing.

Become the official partner of Rio Olympic Games, let the whole world know the sporting goods brand from China through relevant reports, and also directly promote our local network layout and performance sales in Brazil.

By the end of December 2016, we have 1200 stores in Brazil, and the sales of the whole overseas have increased by more than 80.6% year-on-year.

In addition, we should note recently that we support the German runner's KAI silk road long distance race.

In fact, this cooperation was first learned by KAI from the Olympic Games. Then, after comparing several Chinese sports brands, we chose us.

This also illustrates the brand effect of our sponsorship of Olympic Games.

Reporter: in addition to sponsoring international comprehensive events, 361 degrees also chose to sponsor many foreign national teams. What is the reason and how to choose? Is it a sign that the 361 degree brand will go more internationalized?

Ding Wu: supporting foreign sports resources can help us better expand overseas markets.

361 degrees from the first day of its establishment, the group is committed to becoming a world-renowned brand for 100 years.

Whether it is to support international major events, or to support foreign national teams and famous athletes abroad, it is part of helping the group to deploy the strategic layout of internationalization.

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Reporter: running is now a competitive place for sports brands. The 361 degree running shoes series "361-Sensation" has been appraised as "recommended product" by American magazine runner world. Compared with other competing products, where are the advantages and opportunities of 361 degree brand in running field?

Ding Wuhao: in comparison, our advantages in running are obvious:

First of all, we have very good design teams and R & D teams from all over the world, many of which are internationally renowned designers.

Excellent design and R & D team's advanced concepts and engineering expertise can help us make better products.

For example, the sensation 2 is designed with a lightweight visually lightening and finishing touch, and greatly improves the comfort level with the tongue of the instep.

Sensation 2 also used our core technology, QU! KFOAM, and increased the midsole thickness to provide better stability and seismic mitigation capability.

The German runner KAI also chose it as the main equipment for the 12000 km long run after actually passing through sensation 2.

Secondly, our core teams all over the world will go deep into the runners, keep regular communication with them and get feedback on running shoes. This feedback can directly reflect our subsequent optimization of shoes, so as to ensure that our running shoes can meet the needs of different runners.

Reporter: in addition to running, the 361 degree group and the Nordic sports brand One Way Sport formally established a permanent strategic partnership to enter the ice and snow outdoors. What is the significance of this layout?

Ding Wu: This is part of the strategic layout of internationalization.

In 2013, it opened strategic partnership with Nordic brand One Way Sport at 361 degrees.

The cooperation with OW has made up for our lack of three major categories in skiing, bicycling and high-end outdoor. It is an important step for us to enter the international arena. In addition, we have gained initial experience in the operation of the international brand and strengthened our international thinking.

In the past four years, we have preliminarily established the sales network of OW in the whole country.

In the future, OW is expected to make significant progress through the opportunity of the Beijing Winter Olympic Games.

Reporter: the 361 anniversary is about to usher in the 15th anniversary celebration. Do you have some thoughts and experiences to share in the building of Chinese brands?

Ding Wuhao: first of all, 15 years, for a sports brand, it is very young.

After 15 years of development, 361 degrees not only entered the top three of China's sports brand, but also began to be gradually recognized and respected by overseas consumers (361) a series of functional running shoes launched by the international line, which was repeatedly recommended by the American professional magazine runners world. German runner Kai Markus Sensation2's long distance running silk road has chosen our Sensation2 running shoes after many brands comparison, which is worthy of our pride.

Secondly, for brand development, we have always had a firm goal: 361 degrees to become a respected international sports brand of the century.

All our achievements in the past 15 years have been focused on this goal.

Finally, if we want to make a strong Chinese brand and win respect, then we will provide consumers with the same, or even surpass the international brand of the product technology, design and sports experience with the international brand, 361 degrees will always strive for this.

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