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Interpretation Of The Three Major Patterns Of World Sports Brand Market

2012/3/31 10:29:00 9

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Brand Pattern Of Shoe Industry And Enterprise

A brand is a promise. It's the same as being a "brand".

As long as you deliver the brand slogans to the consumers in the real business activities, your brand will naturally live in the hearts of consumers.

As we all know, since 2010, local sporting goods enterprises have entered the bottleneck of growth. On the one hand, they are weak in channel expansion, and on the other hand, they are substantially increasing inventories.

brand

But still maintained good growth.

Many people will say that Nike has strong brand assets and sports resources are extremely rich, but with the increasing consumption ability of Chinese people, the future will be the world of foreign brands.

Indeed, from a certain point of view, in China, there are too many sports brands with large scale and serious homogenization. But in the global market outside China, you can hardly see the same situation, either past or present.

For my observation, world sporting goods.

market

The pattern has three characteristics: first, the global sports brand basically comes from the sports power, such as the American Nike and Germany's ADI; two, in developed countries, there are basically 3-5 local scale brands, such as YY in Japan, big cock in France, etc. three, in the field of professional moving goods, there is a long long tail, controlled by a number of small and medium-sized professional brands, and there are still smaller smaller tails under the long tail.

For example, running New-Balance, Tenica, outdoor TheNorthFace, board limit Vans, surfing O 'Neil and so on.

Therefore, for the future trend of China's sporting goods market, my judgement is that with the diversity of China's market scale, growth potential and consumption demand, there will be some local brands that can be separated from Nike and Adidas, and some will continue to fight for survival in the red sea of leisure clothing. The rest, if we stick to the sports line, we must combine with a professional sport to enter a more subdivided one.

market

However, due to China's current educational system and cultural tradition of emphasizing martial arts and ignoring martial arts, market demand needs a slow accumulation process. It is rather difficult to take this road to make a conference in the short term.

If we take the trend line, we need the brand positioning and innovative marketing methods with unique personality.

Back to the point, I would like to remind leaders of sporting goods companies that there is no doubt that people have no worries.

When you envy Nike's first brand advantage, have you ever considered what to invest in the brand? (pay attention to the investment "investment" instead of "spending" Cost, not just words, but different cognition and different results) when the year is good, how can a high growth rate overshadow a hundred times? In the bad year, the saturated attack of "CCTV5+ support resources" can create the past, and then rely on what to win the future? Yes, life is the absolute principle, but the problem is that money is not spent, brand.

value

There is no possibility of growth. If we encounter collective inventory and encounter rising manufacturing and channel costs, is it possible to exchange ideas for alternative methods?

Some people say that learning Nike is a dead end road, no law, but you can not see Nike go all the way to beat us by the city, it is exactly what you do not want to learn.

For example, local brands now talk about "sports marketing", rather than signing the blindness of sports resources. Just signing the contract and paying the money will be enough to make you spend a lot of money.

You do not spend time on athletes, pay no attention to the development of sports, and even do not want to rack your brains in communicating with sports enthusiasts. You only want to expose opportunities and pick up peaches. Why do you complain that others have taken your money without saying hello? What are the reasons for complaining that consumers do not see you?

In 2011, Nike launched an "exercise..."

The theme promotion activities, in addition to the integrated

Besides the launch, the climax of the event is the "Nike sports collection" at the Shanghai 80 thousand stadium.

Friends who have been there, whether they are sports officials, media reporters or sports fans, give good comments.

Suddenly, the theme of Nike even has some flavor of public service promotion, because it calls on young people to participate in sports, which is the leading brand to do.