The brand of sports shoes and clothing from the original focus on the professional sports system, slowly turning to the trend of fashion sports style, although the local sports shoes and clothing to find a product orientation and brand line direction, but it intensified between the sports brand "assimilating competition "speed.
Five major flaws in local brands: Local sports brands are reluctant to invest in raw materials, and there is an obvious "assimilation" phenomenon in the control of raw materials.
The spread of new fabrics or new processes is very rapid and the popularity is high. There is a huge scope of sharing between fabrics and processes among companies, leading to a new round of product assimilation among branded products. Therefore, companies lack the core competitiveness of their own products in the core technologies of fabrics and processes. This is a common phenomenon in sports shoes and clothing brands. This is true even if the company has two or three thousand terminal brand stores. In particular, local sports brands are concentrated in the same area in the procurement of fabrics and accessories. The fabrics purchased are almost the same. The only difference is that fabrics purchased by companies with strong liquidity and large scale will be more affordable Fabrics. This is only a difference in price, does not affect the assimilation of a piece of clothing or a pair of shoes in the use of fabrics.
Phenomenon 2 In the research and development of products, local sports brands blindly followed, resulting in the brand walking on the edge.
Every time a new style product launched by an international brand can touch the chords of the local sports shoes. For local sportswear, this is not competition, but market opportunities. The introduction of international new products means that some companies once again have the opportunity to imitate and follow. And this kind of opportunity comes from the maturity of the local sports brand's operation methods in the third and fourth line markets, and the development of international brands in the third and fourth line market is not yet widespread.
Phenomenon III shouted the product fashion culture, but ignored the product's intrinsic **, the local sports brand is uncertain.
Going into the big and small markets in various districts or watching television shows that the more ignorant the local sports companies are, the more they will call brand culture and brand spirit. On the contrary, international brands are shouting about the functions and technologies of products. Even if the international big-name cultural heritage is sufficient, in China it must start from the intrinsic quality of the product, which has to allow our domestic brands to reflect on.
2012 is the best time for Olympic marketing. The common sports shoes and clothing companies have put their eyes on British national culture in product design. I am not saying that here is not good, but I would like to ask, your product is sold. To the British or to the Chinese. When “Peacock Blue†apparel products dominate fashion, many shoe and clothing companies have dumped them; when the trend of “Checkerprint†swept through the Chinese market, many shoe and clothing companies advanced; when “scribble†became a popular element of fashion, local shoes Clothing products have appeared; when the “Transformers†and “Kung Fu Panda†entered China, local shoes and apparels flocked. Although this kind of method of resorting to external resources is also desirable, we simply simply print this type of element on the exterior of our product and then sell it. Our local sportswear and apparel companies pursue short-term economic benefits in the operation of their products. In return, raw material prices and labor costs have risen, and the prices of products have become even more sorrowful.
Phenomenon 4 Because of weak R&D strength and lack of brand morale, coupled with the lack of certain operating capabilities of domestic sports brands in product speculation, local sports brands cannot lead the fashion trend, and product styles can only be led by the international big names. Local brand "Fashion Sport" is not moving.
Domestic sports brands lack certain operating capabilities in the hype of products. On the one hand, it tends to increase its brand promotion and terminal channels too much, but it lacks sufficient investment in product development.
On the other hand, the investment in R&D is very simple. The R&D team is very inadequate both in terms of professional quality and professional competence. Compared with the international big brands, our R&D talents are even weaker, and the designed product style It also undergoes multiple screenings. Third, local sports brands lag behind the "fashion trend" by a quarter. For example, these new processes, such as the use of “gradually crafted processes†and “ultra-light sports materials,†have long been introduced in international brands for half a year. Our local sports brands are only now being launched. This lagging information and passive control of the trend have made domestic sports brands in fashion homogenization.
Phenomenon 5 The title of the "Fashion Sport" empire is unattainable, and the local brand's fashion movement lacks differentiated brand positioning and brand lines.
The same is the fashion sports brand, some brands put forward the "sexy" brand positioning marketing methods, such as Kappa. Some put forward the concept of entertainment sports brand, such as special steps. From the communication we can find that their brand communication is very accurate. However, many of our brands lack a refined and differentiated brand line in the concept of fashion sports.
In particular, in the second and third tier markets where local sports brands are concentrated, both the style of the products and the brand consumer groups tend to be popular. It is only in the popular group that young groups occupy the majority, but not the vast majority. Second, the fashion movement advocated by local sports brands does not have a clear position.
Fashion is a very general concept. Moreover, apart from Anta, Peak, etc., less than 10 large-scale enterprises are engaged in professional sports marketing, other sports brands are almost always advocating their own brand is the "fashion sports brand."
Pan-fashion solution: In today's fashion boom, how can local sports brands break through the predicament of the proliferation of fashion and enhance product and brand competitiveness?
Sports footwear should lead the market's consumption in a timely manner, rather than simply providing the market with the required products.
Therefore, shoe and apparel companies must strengthen product development and guide market consumption, rather than following the market trend. Companies can look for external resources and strong R&D teams, such as the current school-industry cooperation or the search for internationally renowned R&D companies, etc. The forms of cooperation are diversified.
Must be good at controlling market fashion trends, and be good at product "hype" and product market operation ability. Each quarter of the market has its own theme of fashion trends, including colors, styles, crafts, etc., such as popular Korean clothing on the market, casual T-shirts for formal wear, and bags made by handicrafts, etc. In the first quarter, R&D was in a passive situation. There was also an insider profile of companies buying some international big brands to imitate.
The lack of continuation of brand appeal and product culture led to the consumption of greater financial resources by local sports brands.
The appeal of local sports brands in the market is very weak. As can be seen from the advertising, many companies in order to be able to fully promote the brand to the country, in this TV as a period of advertising, in that TV to do a short period of advertising. Divide the limited resources in various TV stations. In vast TV commercials, this method is hardly effective.
Local sports brands are essentially popular brands. Even if they are positioned as fashion sports or trend sports, they are inseparable from the needs of popularization. From this point of view, they also shake up the sales volume of the local sports brand market.
However, the popular fashion of local sports brands is too fierce in brand price competition, resulting in lower brand quality and weak competitiveness. Under the concept of product operation where local brands are mixed together and the product development concept with a wide range of target groups, if there is no brand empiricism or corresponding advertising promotion, it is difficult to scream in the market.
Five major flaws in local brands: Local sports brands are reluctant to invest in raw materials, and there is an obvious "assimilation" phenomenon in the control of raw materials.
The spread of new fabrics or new processes is very rapid and the popularity is high. There is a huge scope of sharing between fabrics and processes among companies, leading to a new round of product assimilation among branded products. Therefore, companies lack the core competitiveness of their own products in the core technologies of fabrics and processes. This is a common phenomenon in sports shoes and clothing brands. This is true even if the company has two or three thousand terminal brand stores. In particular, local sports brands are concentrated in the same area in the procurement of fabrics and accessories. The fabrics purchased are almost the same. The only difference is that fabrics purchased by companies with strong liquidity and large scale will be more affordable Fabrics. This is only a difference in price, does not affect the assimilation of a piece of clothing or a pair of shoes in the use of fabrics.
Phenomenon 2 In the research and development of products, local sports brands blindly followed, resulting in the brand walking on the edge.
Every time a new style product launched by an international brand can touch the chords of the local sports shoes. For local sportswear, this is not competition, but market opportunities. The introduction of international new products means that some companies once again have the opportunity to imitate and follow. And this kind of opportunity comes from the maturity of the local sports brand's operation methods in the third and fourth line markets, and the development of international brands in the third and fourth line market is not yet widespread.
Phenomenon III shouted the product fashion culture, but ignored the product's intrinsic **, the local sports brand is uncertain.
Going into the big and small markets in various districts or watching television shows that the more ignorant the local sports companies are, the more they will call brand culture and brand spirit. On the contrary, international brands are shouting about the functions and technologies of products. Even if the international big-name cultural heritage is sufficient, in China it must start from the intrinsic quality of the product, which has to allow our domestic brands to reflect on.
2012 is the best time for Olympic marketing. The common sports shoes and clothing companies have put their eyes on British national culture in product design. I am not saying that here is not good, but I would like to ask, your product is sold. To the British or to the Chinese. When “Peacock Blue†apparel products dominate fashion, many shoe and clothing companies have dumped them; when the trend of “Checkerprint†swept through the Chinese market, many shoe and clothing companies advanced; when “scribble†became a popular element of fashion, local shoes Clothing products have appeared; when the “Transformers†and “Kung Fu Panda†entered China, local shoes and apparels flocked. Although this kind of method of resorting to external resources is also desirable, we simply simply print this type of element on the exterior of our product and then sell it. Our local sportswear and apparel companies pursue short-term economic benefits in the operation of their products. In return, raw material prices and labor costs have risen, and the prices of products have become even more sorrowful.
Phenomenon 4 Because of weak R&D strength and lack of brand morale, coupled with the lack of certain operating capabilities of domestic sports brands in product speculation, local sports brands cannot lead the fashion trend, and product styles can only be led by the international big names. Local brand "Fashion Sport" is not moving.
Domestic sports brands lack certain operating capabilities in the hype of products. On the one hand, it tends to increase its brand promotion and terminal channels too much, but it lacks sufficient investment in product development.
On the other hand, the investment in R&D is very simple. The R&D team is very inadequate both in terms of professional quality and professional competence. Compared with the international big brands, our R&D talents are even weaker, and the designed product style It also undergoes multiple screenings. Third, local sports brands lag behind the "fashion trend" by a quarter. For example, these new processes, such as the use of “gradually crafted processes†and “ultra-light sports materials,†have long been introduced in international brands for half a year. Our local sports brands are only now being launched. This lagging information and passive control of the trend have made domestic sports brands in fashion homogenization.
Phenomenon 5 The title of the "Fashion Sport" empire is unattainable, and the local brand's fashion movement lacks differentiated brand positioning and brand lines.
The same is the fashion sports brand, some brands put forward the "sexy" brand positioning marketing methods, such as Kappa. Some put forward the concept of entertainment sports brand, such as special steps. From the communication we can find that their brand communication is very accurate. However, many of our brands lack a refined and differentiated brand line in the concept of fashion sports.
In particular, in the second and third tier markets where local sports brands are concentrated, both the style of the products and the brand consumer groups tend to be popular. It is only in the popular group that young groups occupy the majority, but not the vast majority. Second, the fashion movement advocated by local sports brands does not have a clear position.
Fashion is a very general concept. Moreover, apart from Anta, Peak, etc., less than 10 large-scale enterprises are engaged in professional sports marketing, other sports brands are almost always advocating their own brand is the "fashion sports brand."
Pan-fashion solution: In today's fashion boom, how can local sports brands break through the predicament of the proliferation of fashion and enhance product and brand competitiveness?
Sports footwear should lead the market's consumption in a timely manner, rather than simply providing the market with the required products.
Therefore, shoe and apparel companies must strengthen product development and guide market consumption, rather than following the market trend. Companies can look for external resources and strong R&D teams, such as the current school-industry cooperation or the search for internationally renowned R&D companies, etc. The forms of cooperation are diversified.
Must be good at controlling market fashion trends, and be good at product "hype" and product market operation ability. Each quarter of the market has its own theme of fashion trends, including colors, styles, crafts, etc., such as popular Korean clothing on the market, casual T-shirts for formal wear, and bags made by handicrafts, etc. In the first quarter, R&D was in a passive situation. There was also an insider profile of companies buying some international big brands to imitate.
The lack of continuation of brand appeal and product culture led to the consumption of greater financial resources by local sports brands.
The appeal of local sports brands in the market is very weak. As can be seen from the advertising, many companies in order to be able to fully promote the brand to the country, in this TV as a period of advertising, in that TV to do a short period of advertising. Divide the limited resources in various TV stations. In vast TV commercials, this method is hardly effective.
Local sports brands are essentially popular brands. Even if they are positioned as fashion sports or trend sports, they are inseparable from the needs of popularization. From this point of view, they also shake up the sales volume of the local sports brand market.
However, the popular fashion of local sports brands is too fierce in brand price competition, resulting in lower brand quality and weak competitiveness. Under the concept of product operation where local brands are mixed together and the product development concept with a wide range of target groups, if there is no brand empiricism or corresponding advertising promotion, it is difficult to scream in the market.
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