Are Domestic Sports Brands Really Not Up To Grade?

A young man (a programmer who is said to be a Alibaba programmer) wore a pair of blind dates.

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The result was rejected by the girl.

Recently, this piece of news seems to be a hot topic. This is probably the worst tragedy of the domestic sports brand.

It originated from a post on Shaw intranet forum.

A netizen named Coca Cola loves to tell him that after he returned from dinner with his blind date, he refused him on WeChat because he wore XTEP.

Girls think that a 27 year old boy wearing XTEP is too delicate, because this is "junior high school students wear."

Little brother felt very aggrieved. When the post came out, a lot of people wore Anta.

Netizens expressed their feelings.

Although most of the ingredients are ridicule, but now we think about it, it is Adidas, Nike, New Balance and so on. These foreign brands are the representatives of fashion in our understanding. As for the domestic brands, it seems that they are not in touch with the trend.

What on earth caused this feeling? Is the domestic sports brand really inferior?

Where does "rustic spirit" come from?

One is the question of ideas.

The mobile phone industry is regarded as the representative of domestic brands attacking foreign brands. However, the quality and design of foreign brands are already the concept formed by the Chinese people for a long time, especially in the clothing industry.

RTG Consulting released a survey in 2016, showing that, whether in China's Y generation (from 1980s to mid 1990s) or Z generation (from mid 1990s to 2000s), foreign brands such as Adidas, Nike and CONVERSE are more popular with young people than local brands. The high fashion brands also include Zara and UNIQLO, the former from Spain and the latter from Japan.

Compared with the leading foreign brands in the first tier cities, domestic brands tend to take the two or three tier cities as the main market in order to avoid their sharpness. For example, the XTEP, the "lying gun", declared the focus of the mainland market in the two or three line market when it announced the 2016 year plan. The annual report of the 31st degree 2016 shows that the stores with more than 70% stores are located in three or below cities in China. PEAK has also been the focus of sales of two or three cities. As at the end of 2016, the proportion of two or three City stores was as high as 97%.

However, although the town youth can become the main force of movie box office, there is no way to make XTEP look more stylish. After all, fashion discourse is still in the hands of the first tier cities, and there are the world's top players.

On the other hand, trademarks and designs are similar or similar to international brands, making it difficult for domestic brands to get rid of the image of "Shanzhai". For example, Anta and the old version of Lining logo have been faced with similar queries with Nike's famous counterparts; XTEP and Reebok's logo are even more foolish; Lining's slogan is "anything is possible", and it is hard not to associate with Adidas's "Impossible is Nothing".

And when it comes to promoting brand image and expanding popularity, it is the most conventional and more effective operation to sign a spokesperson.

However, despite the fact that PEAK has smashed up Howard, Lining has given Wade a long contract of one hundred million dollars in 10 years, and has contracted the whole Spanish basketball team. But compared to Adidas and Nike, they can easily set up the star lineup of several football teams and the identity of the big and powerful teams and big event sponsors.

However, it is worth mentioning that XTEP had signed Nicholas Tse, Twins and other popular idols in the early years. The view was that the entertainment stars should endorse the sports brand to make them lose their professionalism, but the strategy of "flow harvesting" is now gradually adopted for brands such as Nike and Adidas. Adidas has signed the popular stars such as Lu Han, Di Ali Gerba, Yang Mi and so on. Nike has also chosen Dongyu Zhou, Wang Jun Kai and other small flowers and small meat.

This way of yielding to traffic has caused some old customers' dissatisfaction, but handsome men and women are indeed conducive to the younger brand and the pformation from professional sports brand to leisure brand.

But the traffic star is not omnipotent Dan, for example, Zhao Liying, the latest spokesman for XTEP, seems to have no help in improving the brand fashion. The effect can be seen when Dior signed Zhao Liying as the brand ambassador, which caused netizens to be full of Tucao and users' dissatisfaction.

If you hear a little brother wearing his endorsement XTEP blind date rejected, do not know Zhao Liying's mood?

The price war is not easy either.

Domestic brands are not the same as foreign brands, but they may also be related to the trend of consumption upgrading in recent years.

According to the world clothing shoes and hats net, in the eyes of many people, these brands are equivalent to the existence of "luxury goods" in the eyes of many people in the past decade or so. Having a pair of Nike or Adidas shoes is probably the dream of many people when they were young. But nowadays, the emergence of channels such as online shopping, sea fishing, purchasing and factory stores has made the Nike and Adidas prices on the high level become more and more popular with people. Boost, Air and Max have already been the "exploding money" of rotten street. Of course, this does not hinder their recognition in the consumers.

The diversification of channels, the exploration of foreign brand prices and the improvement of residents' consumption ability have gradually lost the channels and price advantages of domestic brands.

Of course, this may also blame Fujian Putian's developed pseudo footwear industry.

Putian produced all kinds of high imitation shoes, which not only made the international giants headache, but also made the shoes with excellent workmanship and affordable prices, which also hit the sales volume of domestic brands.

"I prefer to buy fake shoes from Putian, and do not buy domestically produced products," says a netizen to AI fan, "at least there are logo cards."

"Publicity methods, designs and advertisements are all very earthy."

For the domestic brand, Mr. Mei, who works in Shanghai, has given the above evaluation.

However, in our Tucao's domestic brand, we should also notice the fact that whether it was Adidas founded in 1949 or Nike in 1964 years, it has been through a long accumulation of brand to gain market status and recognition today, so we should give more patience to domestic brands.

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