Yu Speed: Creating The First Brand Of Chinese Teenagers' Board Shoes

China's sports footwear industry is divided into several major areas, including children, adolescents and adults.

At present, the competition in the field of adult sports is intense. It has been "killing the blood stream" and becoming a typical market of the Red Sea. Although the children's movement is not surprising on the surface, it actually flows undercurrent, and there is a great tendency to shift from the blue ocean market to the Red Sea market.

Only in the field of youth sports, because of its unique market segmentation, there is little industry capital concern and vitality.

Yu speed, a newly rising brand black horse in China's youth sports field, is targeting the precise brand positioning of young shoes, and creating "the first brand banner of teenagers' board shoes" by leveraging the huge youth sports market.

    　宇速，榜樣的力量 

Fujian sports shoes and clothing industry since 1999, Anta hired Olympic champion Kong Linghui endorsement and put ads in CCTV, began a vigorous brand building movement.

In the course of the rise of the Fujian sports brand in the past 10 years, Jinjiang has created the "Jinjiang model" that the whole nation is concerned about, occupying over 70% of the national sports shoes and clothing market, and has achieved a large number of industry leading brands that still have wide influence all over the world.

In the movement of brand building, some people are happy and worried.

A number of brands have risen successfully while others have declined.

Between the rise and decline, there seems to be some kind of magic code or key.

Through the observation and analysis of the sports industry over the past 10 years, we believe that most successful brands have an obvious characteristic, that is, to set an example.

The success of early brand is often the decisive factor of one or two factors, or the leading product development, or the quality of products, or the risk of advertising campaigns, the adoption of a simple low price strategy.

All the wonders of this era can be summarized in a comprehensive way.

Behind these successes is the power created by example.

Every successful brand has created an example of the industry in a certain field and won the general recognition of the industry. This recognition has exerting great strength and contributed to the relative success of the brand.

We also found that this rule gradually extended from the adult movement to the children's movement.

Many temporary and successful children's brands have practiced this rule.

In the future, the rise of world speed depends on the power of a single example. To surpass the current industry leading brands, we must meet the two prerequisites to lead the times and innovate. One is to create an example for the industry, and the two is to create as many as possible, not as an example.

Through repeated arguments with Madison, an international consultancy of strategic consultancy company, Yu speed has set up the example strategy of brand positioning, product, marketing and communication. It is committed to shaping multiple industry models, gathering more strength, using resources for time, and creating the new growth mode with the fastest speed in the shortest cycle.

    　品牌定位的力量——打造中國青少年板鞋第一品牌 

The study found that the market segmentation of sports shoes and clothing in China can be divided into several categories, such as children, adolescents, adults, middle-aged and elderly.

In the adult shoes market, the first-line brands include Nike, Adidas and so on. The second tier brands include Lining, Anta, XTEP, etc. the three line brands are numerous, and the children's movement has also formed a leading brand.

In the middle, only the youth movement has a relative market gap.

But in this field, some brands have firmly grasped the initiative and established a strong youth movement empire.

It is not easy to get a share in the seemingly endless potential youth sports market, especially to build an impregnable brand firewall.

For Yu speed, it is only the first step to brand the youth sports market space. How to find the most suitable site in the market space is the success of Guan Jian.

In combination with the brand superiority of Yu speed and the outstanding characteristics of the youth sports market, Yu speed has found the biggest piece of cake in the field of youth sports -- board shoes.

According to the survey, every teenager has over 3 pairs of board shoes. Basketball shoes, net running shoes and so on, which occupy mainstream shoes in the adult sports world are far inferior to those of board shoes. This is more prominent in women's shoes.

For Yu speed, if you want to walk out of an unusual way in the field of sports shoes and clothing, you need precise brand positioning.

In sports events, we often only remember the champion, like basketball Yao Ming, track and field Liu Xiang, diving Guo Jingjing, because only the champion is the role model, only the example has strong power.

"The first brand of Chinese teenagers' board shoes" is the most scientific and forward-looking brand positioning of Yu speed.

This clear positioning determines the rapid development of Yu speed in the next few years, and determines that Yu speed will become the favorite sport brand for teenagers in the future.

　　品牌傳播的力量——整合人氣明星曾軼可提升品牌傳播效果 

The strength of brand originates from communication, and the promotion of brand awareness through communication is the first step to form brand strength.

As a young brand, Yu speed has to upgrade its popularity in the shortest time. It is only a way to integrate and spread resources.

The most powerful communication resources are stars, advertisements and public relations in the early, middle and late stages.

Importing star resources is the first step in brand communication.

It is a knowledge to choose what kind of stars to carry out brand communication both fast and well.

We believe that the most important thing is whether the star's temperament matches the brand's temperament.

Yu speed is a brand that "builds the mainstream value life of young people". It conveys the elements of health, fashion and fashion. What kind of stars can match the temperament of Yu speed?

After a lot of market research and deep analysis, we decided to spend 2 million to hire Zeng Yike as a spokesman for Yu speed brand, which has a wide influence and exemplary effect among young people. Zeng Yike, as the most controversial star in China in 2009, embodies the unique charm of the new generation of youth. It is appropriate to use Zeng Yike's unique personality to spread the spirit of speed, courage, innocence and perseverance.

In addition to investing in the image spokesperson, Yu speed plans to invest heavily in authoritative media, and establish a strategic partnership with the most influential youth media such as CCTV children's channel, Golden Eagle cartoon, Sohu network, Tencent network and Tudou net.

　　營銷榜樣的力量——以區域市場成功效應帶動全國市場 

China is the world's largest market, and the world's leading brands must take the lead in the Chinese market.

However, this is just a vision of all brands, and from vision to reality will take a long time.

Many sports brands began to face the national market at the very beginning and hoped to succeed in every region. This is an unrealistic desire and a failed strategic plan.

There is no free lunch in the world. To get such a huge market, we must pay the corresponding price. The high cost of market development, maintenance and management will make the brand impossible.

We believe that the city of Rome was not built in a day and could not be eaten as fat as a day. If we want to occupy the Chinese market, we must combine the actual situation and stabilize it. First we will achieve the lead and success of the regional market and establish our own brand base.

It further extends to the surrounding market, covering the leading edge to a broader market space, and finally establishing the competitive advantage of the national market.

Although Yu speed has abundant market accumulation and brand experience, the overall strength of Yu speed is still relatively weak compared with the forerunners of the industry.

Under such circumstances, how to minimize the cost of marketing and how to maximize the marketing effect is an important topic of Yu speed marketing.

The key to breaking this issue is resource integration.

Only by gathering the most powerful social resources can we create an example market and play an example.

According to the "Matthew effect" of marketing, only in a certain area can we gather more resources and get more social resources, thus forming an absolutely leading edge.

Shaping the regional model market will be a necessary link from the small to the big, from weak to strong.

　　明星產品的力量——全面推廣青少年主流板鞋 

In marketing theory of 4P, product is the first element.

In the face of the sports shoes and clothing products that are gradually wasting their eyes, how can Yu speed create a star product with high profits and set up an example power for the product?

After many in-depth market surveys and consumer interviews, Yu speed has discovered the biggest sports shoes market for young people -- board shoes.

Each teenager has 2 to 3 pairs of board shoes, and shoes account for more than 40% of the juvenile footwear market. This proportion is larger in girls' market than in 60%.

It can be said that if a brand does not promote shoes, it can not be called a real youth brand, but also can not communicate with young people.

And plate shoes is the strongest advantage of Yu speed. Whether it is development or production, Yu speed on the accumulation of shoes can be said that no one in the industry can.

For the enterprise, the product of the example is the star product.

At present, many sports shoes and clothing brands have annual sales of several hundred million or even more than a billion, but behind the successful numbers, they are not easy to be aware of.

The huge sales volume is created by the same large product category. The single product category is not strong enough for sales volume. This point shows that the competitiveness of the product is not centralized enough, and the competitive advantage is easily broken by the competitors. The temporary success of the brand is full of variables.

Genuine brands must have truly excellent product lines.

Only the core competitiveness of products can maintain the success of sales.

Yu speed fully realized this point. Since Yu speed entered the youth market, it began to make the shoes as its fist product, concentrating the best quality resources of the brand to perfect and enhance, continuously injecting the competitive power into the shoes, upgrading the board shoes into the star products and example products of Yu speed.

Through the comprehensive promotion of board shoes, Yu speed has truly established the market power of star products.

In 2010s, the youth sports industry has entered a new era.

In this era, a large number of superior brands will be on the stage to show China the strength of the world.