Three Hundred And Sixty-One ° Hand In Hand With Xinjiang Cotton! Under The Wave Of Promoting Domestic Products 361 ° How Will It Be!

After the great success of Gordon series products and three body co branded products, 361 ° Timely launch of "Xinjiang cotton" series products, let the market again.

April 24, in Urumqi, Xinjiang, 361 ° It has formally signed a strategic cooperation agreement with the national cotton industry alliance, becoming the first domestic sporting goods brand to cooperate and promote with the national cotton industry alliance.

This time 361 ° In depth cooperation with the National Cotton Union, the National Cotton Union will be 361 ° Provide the best quality exclusive cotton field, select high quality cotton for production, 361 ° It will also use the trademark and brand of "National Cotton Union" legally and legally in product sales and promotion.

On site, 361 ° I handed in my first assignment. When CBA Xinjiang born star korambek Makan, dressed by 361 ° The T-shirts are made of Xinjiang cotton and designed to be extremely regional. When the T-shirt series appeared, the industry participants and followers all know that under the current background, 361 ° What does it mean to the whole market to be able to produce such "co branded" products.

Before this conference, the media and 361 ° Liu Qiuhua, general manager of the clothing product center, and Zheng Yexin, general manager of the brand management center, had in-depth communication. The topics covered the cooperation with national cotton, the creation of hot money, and the overall market situation.

　　 Hand in hand with national cotton

As early as 2016, under the initiative of the Ministry of agriculture, the national cotton industry alliance was established by the Cotton Research Institute of the Chinese Academy of Agricultural Sciences and many local and national cotton research, production, processing, inspection, circulation, textile and other whole industry chain units in Xinjiang.

The goal of national cotton alliance is to integrate the whole industry chain of cotton industry. From the technology, production, purchasing and other aspects, the quality of domestic cotton will be greatly improved to resist the competition of imported cotton. As Xinjiang's cotton output accounts for 86.7% of the total domestic output, the goal of the national cotton alliance is to make Xinjiang cotton surpass the cotton of the United States and Australia.

After several years of development, the work of the National Cotton Union is very effective. Thanks to Xinjiang's unique geographical conditions, strong scientific research strength, and advanced fully mechanized sowing and other factors, the quality of Xinjiang cotton has already reached or even exceeded the international competitive products.

But at the public level, the perception of change is still lagging behind. Therefore, in 2019, the National Cotton Union began to look for domestic clothing manufacturers, hoping to play their own brand influence.

　　 three hundred and sixty-one ° The trademark and brand of "National Cotton Union" can be used

　　361 ° Liu Qiuhua, general manager of the clothing product center, revealed that "at the beginning, the KMT alliance found friends, but at that time, they chose BCI for various considerations. But after we found us, most of the cotton we purchased came from China, so it is natural for us to cooperate with the National Cotton Union. "

After the cotton storm in Xinjiang, such cooperation is more urgent. According to Ma Xiongfeng, deputy director of the China Cotton Institute and Deputy Secretary General of the national cotton Federation, foreign brands were indeed one of the important sales outlets of Xinjiang cotton. In order to cope with the potential risks in the international market, domestic manufacturers are now required to come forward. Although 361 ° In the past, 90% of the cotton supply has come from Xinjiang, but the strategic cooperation with the national cotton alliance can expand its influence, especially the cognition among consumers, so as to drive more domestic manufacturers to join.

For 361 ° For example, the National Cotton Union will be 361 ° Provide exclusive cotton fields and high quality cotton, even customized products, which are also for 361 ° It has a lot of appeal. Liu Qiuhua said: "the quality of Xinjiang cotton is excellent, and its cost performance is better than that of American cotton and Australian cotton. And our product design will produce some personalized requirements for raw materials. In the past, if we talked with foreign suppliers, all aspects of the cost would be very high. But with the National Cotton Union, these are no longer problems. "

Xinjiang cotton products or re explosive products ? three hundred and sixty-one ° What's the secret

Of course, the products can be qualified to be printed with the four words of "National Cotton Union", let 361 ° Has a unique selling point. Urumqi this afternoon, 361 ° A new product release of national cotton with the theme of "love traveling in Xinjiang" was presented. Adhering to the concept of "manufacturing high-quality domestic products with high-quality national cotton", a series of new products with special design of national cotton were launched.

The new national cotton T-shirt combines the design elements of Pamir Plateau and Xinjiang traditional auspicious patterns, creating a new style of Guochao with regional characteristics. The type 3 generation knitting running shoes and NFO knitting running shoes use the national cotton yarn and zero sense knitting technology to realize the light and breathable effect. In order to further increase the interactivity and topic degree, 361 ° The seeds of Xinjiang cotton will also be sent to consumers along with the products.

Predictably, at this point in time, 361 ° The launch of "Xinjiang cotton" series products, and the use of the "National Cotton Union" trademark, coupled with a very clever design, this wave of new products has great potential to become another popular model.

In the current market, there is no doubt about the significance of popular items. For example, Li Ning's "Li" and "peak" have become the labels of its brands. Because even if consumers gradually start to pursue domestic brands, they also need good products to undertake such enthusiasm.

Liu Qiuhua said: "pop up is easier for consumers to contact, and it is easier for consumers to remember and form a preconceived understanding of the brand."

In fact, in this respect, 361 ° It has also surprised the market for many times. Gordon series basketball shoes and three body joint brand products have become both popular and popular works. This is true for 361 ° It means a lot. Zheng Yexin, general manager of the brand management center, revealed that "Gordon series products are very important for the whole basketball category."

It can be said that on the issue of how to "create a blockbuster", 361 ° It seems that he has his own set of experience. If we must sum up, Liu Qiuhua's conclusion is, 361 ° Think with a pyramid model.

"We make products, first of all, we are professional and high-quality, such professionalism and high-quality we started to grasp from the source, just like our alliance with the National Cotton Union this time. Secondly, we will distinguish different product series according to different groups of people. In each series, we want to create a blockbuster, because blockbuster is like the top of a gold tower. "

"But the reason why we can see the top of the pyramid is that there is a complete system behind it. How to integrate our products and communication closely, how to excavate stories, including how to connect the culture of the city and the psychology of consumers. It's a systems engineering. "

　　 Opportunities and challenges coexist ? three hundred and sixty-one ° How can we go there?

The popularity of national fashion items has also reflected the competitive situation of Chinese and foreign sporting goods brands. At a time when the world is experiencing the unprecedented changes in a century, the sporting goods industry has suddenly become one of the focus areas of confrontation between China and the West. As far as the industry is concerned, the whole society has expressed great support and enthusiasm for domestic brands, which can be said to be an exciting and long-awaited situation.

Zheng Yexin revealed that Aron Gordon series products were almost sold out last time. Liu Qiuhua also said, "recently, we have been looking for stars to cooperate, and their attitude towards us has changed a lot since the previous few years. In terms of product design, we are more and more confident in the excavation of traditional culture. In the past, we were not very bold to use it, for fear that consumers would feel low and rustic. But now we can be very proud to tell these stories, and the situation is completely open. "

However, coins always have two sides. Such a market environment is fair to every brand. Just like many industries gradually forming monopoly, the sports clothing industry may form a differentiation under such a tide, widening the distance between pioneers and latecomers. In this regard, 361 ° I'm very calm. I'm going forward steadily at my own pace.

On the one hand, in terms of market cognition, sporting goods is not a winner take all industry. "From a business point of view, maybe Anta is the biggest family," Zheng said. But at the brand level, Li Ning should give priority to remote, Anta may also be hard to catch up with peak, Tebu and our 361 ° All in one camp. And this industry should be a hundred schools of thought contend, because if we go to the segmentation, the crowd occupied by our several brands is not the same, we have their own characteristics. "

On the other hand, 361 ° And they will not act blindly to cope with changes in the market“ Many incidents are sudden, which may benefit us in the short term, but are unknown in the long run. three hundred and sixty-one ° What we do now is what we always insist on doing, such as our persistence in professionalism. Our cooperation with the national cotton Federation dates back to 2019, and it's just a coincidence to catch up with some events. "

It is undeniable that such a window of time must be an opportunity to be seized. However, in order to squeeze the "national tide" single tree bridge, all sports brands are digging into the so-called traditional culture, which highlights the importance of difference ° Also looking for their own path.

"We will adhere to the professional line, including the sponsorship of Asian Games and Jinjiang world high school games, so as to achieve the effect of professional endorsement for our products," Zheng Yexin said. In fact, the competition for sponsorship of the Asian Games is very fierce, which in turn proves the effect of doing so. "

"In addition, other brands may focus on traditional culture and the things of their ancestors. We will pay more attention to the things that represent new China and the people of new China, and explore things about the future, including cooperation with the national cotton. These are some contents that will help us to have a dialogue with young people. Like Gordon products, I'm happy that the buyers are mainly young people. "

Professional and young: 361 ° The answer given so far.