From The Marketing Of Goods To The Export Of Culture, The Domestic Sports Brands Have Entered The "2 Era" Jointly.

Almost visible to the naked eye, the joint strategy of domestic sports brands is changing in 2020, whether it is Lining's hand in hand with Cheng Long or XTEP's cooperation with Shaolin Temple.

In 2019, it is definitely a joint new year of sports brand. In the past year, almost all of the movie and TV IP can find a joint name for sports brand. If you are a fan of man, you may buy a pair of Adidas sneakers or a Anta T-shirt after watching the avenger League 4: the end of the battle. If you are a fan of Aleta: Battle angel, you can buy a pair of PEAK's sneakers; if these are not your dishes, you like "ice and snow 2", it doesn't matter. CONVERSE's joint name is waiting for you.

Under the guidance of the spirit of "all things can be united", many sports brands combine with the hottest IP in the moment, trying to make a wave of influence and win the eyeballs and sales volume for themselves. In addition to the above examples, there are Adidas x Star War, PEAK X "climbers" and so on.

At the same time, some enduring classics have become popular sports brands, such as CONVERSE x Batman, PUMA x Hello Kitty, Anta x Coca-Cola, 361 degree x Gundam and so on.

But in general, the joint names of sports brands in 2019 mostly stay in the so-called "1 era". Some of the selected products are simple and crude. The purpose of joint names is to sell goods with the help of big IP. In contrast, they do not pay much attention to the "chemical reaction" produced by the brand itself and the joint IP.

However, after a joint bombing, in addition to the temporary sales volume, eventually walked into the hearts of consumers are few. Relying solely on big IP to return products to join the joint practice seems to be "extremely popular", and its marketing mode lacks sustainability.

With the increasing number of domestic sports brands and more experience, they are constantly changing their strategies.

At the end of 2019, Nike and Adidas went hand in hand in a very influential joint attempt. First, Adidas announced the joint venture with Prada, and Nike's Jordan Brand launched joint sneakers with Dior. The two strong alliances have aroused wide discussion and concern in social media.

"How many people buy Dior this year" is a question that has been discussed before the outbreak of global pandemic. According to the fashion headlines, some people in the industry believe that after the recent surge, the novelty of luxury brands has begun to decline, or has begun to hit the ceiling. In the field of sports brand, the leading position of Adidas and Nike has been impacted by other sports brands, and its products have been criticized for its lack of novelty, especially Adidas's lack of explosions in the past two years.

However, the two brands had different effects on both sides of the brand. For Adidas and Nike, they may not expect to rely on the high price of the product to bring real profits, but rather hope to enhance the potential taste of the brand through joint names, and consumers will feel more or less on the high-end luxury goods on the ADI Nike. For Prada and Dior, luxury can also enter the sports field, enter the high-end market, and maintain a brand image at the same time.

This is a win-win situation. This more topic joint way also affects the domestic sports brand. With the increasingly rich experience of joint names, the domestic sports brand has begun to strengthen the attempt to enhance the joint name depth from simple selling to trying to tell a story, changing from unidirectional power to two-way output. The two sides cooperate in depth and work together to create IP and draw on each other's cultural and spiritual connotation for their own use. That is, they gradually enter the joint "2 era".

Lining is still a relatively advanced brand in domestic brands. At the beginning of this year's fashion week of Paris fashion show, Lining launched the "Lining x Chan long joint Kung Fu series", which caused a great sensation. Olympic champion Lining and Kung Fu Star Chan are the most representative ICON in the world. This cooperation can be said to endorse each other.

This is not the only joint Lining brand has launched so far this year. After last year's joint the Imperial Palace creation, Lining joined the Dunhuang museum this year, and launched a series of products. Each style has an exclusive name. "Thousand line strategy", "qinbian platform" and so on, remind people of the silk road.

In fact, from the above two products, we can see the transformation of Lining's joint strategy, from the combination of products to the "cultural blending", and Lining is making a new definition of "chao chao" through co branding its own brand image. Young consumers often buy a joint name to express their attitude. Lining is trying to make this attitude more Chinese style.

Similar cooperation and XTEP's joint Shaolin Temple seem to express an attitude, because XTEP has not yet launched any products related to Shaolin. Yang Hong, XTEP's category leader, said in a joint video that he hoped to combine Shaolin Temple's Zen culture with our modern products through cooperation with Shaolin Temple.

Although there is no "Shaolin joint name", XTEP has launched a new product, the main concept of Tai Chi, and invited the 2019 world Kung Fu Championship Taijiquan champion Yang Dezhan to take a group of advertising films to deepen XTEP's "martial arts" gene.

In addition to culture and business, "China Wind" jointly launched PEAK PEAK x last year. Haier brothers "joint", "Haier brothers" is a popular science animated cartoon, the two brothers animation image and "wisdom" and "good learning" hook, just can emphasize the PEAK "extreme" product "technology sense"; Haier group has always attached great importance to the operation of Haier brothers IP, in 2018 also restart animation production, reshape the image of the Haier group.

After last year's "joint big fight", the sports brand began to adjust its joint positioning constantly, from the 1 era to the 2 age. After all, good-looking skin bags are all the same, consumers want more interesting souls and nice skin bags.