361 Degree Hopes To Promote The Brand Image By Launching The M1 RO Series.

According to the world clothing shoes and hats net, near the end of 2018, the domestic sports brand

In December 26th, a new product range of M1 degrees RO was released in Shanghai, which mainly contains M1 degrees RO SPIRE 3, M1 degree RO SPIRE 1.2 BOOT and M1 degree BOOT three products, from 361 degrees to the US street.

STAPLE DESIGN launched in collaboration.

In addition to cooperation with fashion brands, the 361 degree series is also focused on integrating products from the international line.

Among them, SPIRE 3 comes from the professional running family of the 361 degree international line, and has launched an independently developed QDP shock mitigation system and QU! KFOAM professional runs the outsole.

Another product, SPIRE 1.2, is also based on the SPIRE 1, a professional running family from the 361 degree international line, and adds knitted uppers on the original professional running floor, hoping to enhance the comfort and comfort of shoes.

Sense.

Wang Xinning, general manager of the 361 degree shoes product center, said: "361 degrees hope that through the introduction of M1 RO series, the fashion design from New York STAPLE will be injected into the brand image into the tide flu, attracting more attention from young consumer groups."

"Reshaping the brand image" is the top priority in the end of 2018, and the 361 degree has been emphasized.

In fact, over the past four years, 361 degrees have been looking forward to improving consumers' inherent impression of products and brands.

Behind it is the process of its desire to become younger and internationalized.

The sports brand, which was born in Jinjiang, Fujian, hopes to build a brand image from the three or four tier cities in China to the first tier cities, and then to look at the world market.

The slow growth of performance and the change of competition environment of domestic sports consumption may be the main reason for the change of the 361 degree strategy.

In the domestic sporting goods consumption market, 361 degrees has been in the third place of the domestic sports brand for many years, after Anta and Lining.

In the first half of 2018, the revenue of 361 degrees was 3 billion 17 million yuan. Apart from the 10 billion 550 million yuan of Anta's revenues, the figure was not much different from that of Lining.

On the other hand, the domestic sports consumption market has also undergone tremendous changes in recent years.

With the rapid growth of China's economy and benefiting from the upgrading of sports consumption concept, the demand for Chinese sporting goods market has been increasing year by year. According to the information technology consulting company of Ou Rui International, China's sporting goods market has exceeded 200 billion yuan in 2017.

The real giant is still the two largest international brand of Nike and Adidas, and their share in the Chinese market continues to rise, reaching 38.8% in 2017.

The growth rate of both countries has not slowed down under the attack of domestic brands. In the 2018 fiscal year, Nike's revenue in the Greater China region exceeded 35 billion yuan, an increase of 18% over the same period last year.

In the first quarter of 2018, Adidas's sales in China increased by 26%.

Besides the big two, brands such as Under Armour, FILA and New Balance are also accelerating to enter the Chinese market.

Facing the increasingly competitive market environment, the 361 degree choice now seems to be insisting on enhancing the competitiveness of commodities.

This is also true, but China's sports consumer market is large enough, but the consumer group who occupies the retail market of 70-75% accounts for only about 25% of the total number of consumers. Most of them are concerned with international brands such as Nike and Adidas.

In the past, Chinese brands used to compete directly with international brands to avoid competing for three or four tier cities by producing cheap, low tech products, but 361 degrees obviously wanted to jump out of the market.

Now, the core consumer group of 361 degrees is still a low income and older male group.

A consumer who has bought the company's products over the past two years has said: "the 361 degree sports shoes, though generally of style, are inexpensive and durable, and can be worn on most occasions, which is more in line with my needs."

International brands are in the incremental market of China's sports consumption, and domestic sporting goods are in the shrinking market.

And in the shrink market, 361 degrees compared with other Chinese brands, there is no prominent advantage.

Therefore, how to jump out of this shrinking market, strive for bigger market and compete with more high-end brands has become a realistic problem that 361 degrees must consider.

In order to meet the overall change of enterprise strategy, the three major changes of the 361 degree focus are product, retail channel and brand building.

"Internationalization and youth" is the answer given by 361 degree in response to market changes and product pformation.

In fact, from a product point of view, the change of 361 degrees has quietly started 4 years ago.

In 2014, it set up its high-end product line, the international line, using the highly dynamic "3" as Logo, hoping to become the "pioneer of the brand internationalization strategy" at 361 degrees.

At the end of 2018, the new product range of M1 degrees RO is the SPIRE 3 running shoes from the international line.

Since its establishment, the 361 degree international line product has gained many honors.

In 2017, the runner up magazine running world, Germany's April edition, presented the best rookie award to 361 degree Sensation 2.

In the same year, the American version of runner world also recommended the SPINJECT and MERAKI series to the autumn and winter recommended running shoes list.

This local company recognizes that brands need to change their brand connotation and brand temperament through the products with stories and consumers' psychology and needs, and bring some differentiated products.

But at the same time, with product promotion, brands need to tell good stories, including decision makers, sponsorship resources and so on.

Sales outlets, currently 361 degrees in Brazil, the United States and Europe, respectively, have 1241, 1030 and 378 stores located in multi brand sporting goods stores, the sale of 361 degrees international line products.

At the same time, products have entered the European market including the United Kingdom, Germany, France, Switzerland and Austria.

The 361 degree international line is a test for the overall strategic change of enterprises.

From the international line, the total R & D expenditure of 361 degrees has increased year by year, from 95 million 700 thousand yuan in 2014 to 173 million yuan in 2017.

At the same time, the company's footwear R & D personnel increased from 134 in 2016 to 326 in 2017, laying a number of overseas laboratories -- an increase in overall R & D investment, showing that 361 degree hopes to shake off the impression of "low end" and "cheap" products.

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In addition to the international line products, 361 degree is still in the field of children's clothing and electronic competition, hoping to attract more young people's attention.

In 2010, the children's wear line of 361 degrees was independent, followed by rapid growth. By 2017, the children's wear line revenue was 710 million yuan, accounting for 13.8% of the total revenue of the enterprise.

In March of this year, 361 degrees sponsored the QG team of the "King glory" in China, making it the first Chinese sports brand to publish the competitive strategy.

In terms of retail channels, the 361 degree strategy has also changed.

Over the past few years, 361 degrees have closed two or three of the street shops, and have increased the same proportion of large shopping malls.

Compared with the past Street store mode, the 361 degree future hopes to open more stores to large shopping malls, so as to bring more people to the store and enhance the brand image.

For today's popular concept of "online new retail", although the 361 - year business in the first half of 2018 has increased by 185.5% over the same period, the offline store will still have a certain position in the overall retail strategy of the company.

At present, sports brands tend to make the offline stores a consumer experience center. Customers can try and experience products in the physical store, and then go to online stores to place orders. The essence of retail is brand, and that is true. "As long as the brand can be built up, then every day is" double eleven ".

Therefore, the change of products and retail channels is laying the groundwork for the pformation of the 361 degree brand as a whole.

Over the past few years, 361 degrees have adopted the mode of competition marketing plus sports stars endorsement.

From the 2010 Asian Games in Guangzhou to the Rio Olympic Games in 2016 and then to the Jakarta Asian Games held this year, the international competition has been the main position of the 361 degree sponsorship.

This strategy has proved to be effective.

After sponsoring the 2010 Asian Games in Guangzhou, sales of 361 degrees in Guangzhou have increased rapidly, which has become the best selling market in China.

In 2016, Rio was a "high reputation" in recent years.

As the official support of Rio Olympic Games, the number of stores in Brazil increased by 100% in the 361 degree year, and overseas sales increased by more than 80.54% to 80 million 700 thousand yuan, becoming an important step towards 361 degrees overseas.

However, the cost of sponsoring the three Asian Games has reached as high as RMB hundreds of millions of yuan for 361 degrees.

The future investment in marketing will be more cautious.

In the star endorsement, although the 361 degree banner owns the current Chinese sports "one brother" Sun Yang, and because he has received a lot of exposure, hiring star spokesperson can only bring benefits in the short term. In the long-term strategy, the most important thing is the construction of the brand itself.

Therefore, compared with previous sports brand signing famous athletes, 361 degree future is more willing to sign some rising stars, and even young athletes, from the source to obtain endorsement resources.

In addition, 361 degree hopes to cooperate with the rapid development of children's wear line and brand linkage.

The industry has speculated that 361 degrees will probably change the use of many years of Slogan "more than one love", showing the pformation of this domestic brand determination.

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