Domestic Sports Brands Also Need To Enhance Brand Image.

According to the world clothing shoes and hats net, recently, there is a homemade made in China.

Successful screen, but because of such a news: "Ali programmers wearing XTEP shoes blind date refused," the reason why the woman gave a simple rude: you are 27 years old, wearing a XTEP shoes out of the date, is it appropriate? Domestic brands

This time it was "sitting at home, pot coming from the sky".

The incident quickly detonated the Internet. It is reported that a WeChat post titled "XTEP is not suitable for blind dates" has been a very kind refusal. WeChat's total reading volume exceeded 100 thousand on that night, and many public figures scrambled to reprint it.

Someone asked the boy to claim that he should wear it.

Go to blind dates.

Alibaba culture official micro also came to the scene, forwarded this message, and said, "love my factory program ape three seconds, in addition, such a man where to find ah, 500 yuan a month can not spend, the rest are bought for the younger sister to buy."

XTEP's official micro also didn't hold back and began to black, took advantage of the situation to make a wave of marketing for oneself to fight call, began to play the marriage stalks, "I wear XTEP, will you refuse me?"

XTEP's blind date has been denied the embarrassment of the domestic sports brand.

Although going to the stock market, running hot and sports brand fashion have made the sports brand market strong recovery, it has also rescued the domestic sports brands which had been in deep water. But these brands' strong "town youth" labels have not been removed.

In the golden ten years of domestic sports brand explosion, in order to occupy a larger market share and avoid confrontation with international brands, domestic sports brands have chosen low price routes and quickly covered the market.

Despite the fact that XTEP pformed into a sports fashion brand dominated by running and fashion, but the brand upgrade was not good enough, the impression of consumers still remained at the stage of "town youth".

Even Anta, the leader of the domestic sports brand, which has been fully overtaking Lining's revenues and profits, is still a second-line brand in the eyes of consumers.

What is even more embarrassing is that international brands opened channels in China early and seized the market of domestic brands.

In order to solve the problem, Anta has thrown 600 million Hong Kong dollars in 2009 from BELLE international to buy the trademark use and franchise of the old brand of Italy brand FILA in China, hoping to improve the brand image by buying, but the road of Anta's brand image promotion is still on the way.

And XTEP's prejudice against consumers is also in the fashion brand of pformational sports, such as the employment of traffic star Zhao Liying, who was endorsed by Dior as a brand ambassador. However, Zhao Liying has not helped to improve XTEP's brand fashion. It became a mockery of netizens and protest by users after becoming a Dior brand ambassador. It is also not good news for XTEP.

However, despite the fact that domestic brands have always been "cheap", their performance has been more and more powerful.

Compared with the international first-line brands, the sales volume of domestic sports brands even surpassed that of foreign brands. As of January 15th, the sales volume of Anta Tmall flagship stores ranked 19 thousand, 11 thousand for Lining, 3016 for Nike and 9840 for Adidas.

In terms of quantity, the domestic sports brand is in the leading position in the sale of hot commodities.

On the other hand, in January 11th, Anta broke through 100 billion Hong Kong dollars in the market capitalization of Hong Kong capital. From the perspective of sports brand, Anta has become the world's third largest sport Brand Company, Nike and Adidas rank the top two.

But Anta's initial positioning is the mass line. According to the results of the financial report, FILA shops are mainly located in a second tier city, but most of the stores, including Anta children's stores, are located in two or three line cities.

For the development of domestic sports brands, Zhang Peiying, honorary consultant of China luxury Confederation, thinks that the layout of domestic brands like Anta and Lining has been more successful than those of the world's sporting goods at the present stage. These brands of light luxury high-end goods and children's category goods have been able to achieve 40%-50% growth, and the number of brand stores in the first tier cities is also large.

At present, there is little difference between domestic sports brand and foreign brand technology. The image of low-end is mainly due to the accumulation of long-term brand positioning. This image is hard to change.

At the same time, from the inertia of consumption, 80 and 90 prefer Adidas and Nike.

Because young people are the main consumers of sports brands, their preferences directly affect the future of enterprises.

But the 2016 Research Report on fashion brand preference after 90 VS80 shows that Adidas and Nike are the most favorite sports brands after 80 and 90.

Perhaps, due to the young people's preference for international brands, there is a story of "being rejected by XTEP blind."

It can be seen that the domestic sports brand still needs to enhance its brand image.

From the perspective of psychology, due to the influence of recency effect and halo effect, consumers' prejudice against domestic sports brands such as XTEP will continue.

When people memorize a series of things, the memory effect of the last part of the project is better than that of the middle part.

This phenomenon is due to the effect of recency effect.

The longer the information interval is, the more obvious the recency effect is.

The reason is that the information in the front is gradually blurred in memory, which makes recent information more prominent in short-term memory.

The quality and characteristics of the strong perception of halo effect, like the aura of the moon form, diffuse and diffuse to the surrounding, thus concealment other qualities or characteristics, so it is called the halo effect in an image.

Therefore, due to the existence of these two psychological effects, the domestic sports brand can only gradually impress consumers by constantly refreshing the brand new positive imagination.

From the above situation, we can see that in the wave of consumption upgrading, in today's pursuit of personalized demand for consumers, especially in the new millennium generation, today, for China's sports brand, one of the key points in winning market competition is thinking about how to get rid of "cheap" labels, complete brand upgrading and even export.

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