Two Categories Of Lei Speed Casual Shoes

　　日前，2010雷速年輕生活360品牌發(fā)布會在晉江舉行。一直以來，推崇時尚色彩的雷速休閑鞋再做“攪局者”，本次雷速將觸角伸向戶外運動領(lǐng)域，該品牌全新推出的戶外生活裝“ON”系列，一改傳統(tǒng)戶外系列產(chǎn)品軍綠色、咖啡色的沉悶色彩，取而代之的橘紅、明黃等跳躍性色彩，形成一道亮麗的戶外裝色彩線。

With the appearance of the young ON series, the strategic layout of the two categories of "Lei speed city leisure shoes" and "outdoor living equipment" will be formed.

    　　兩大品類全方位演繹

Starting from Lei speed's march into the casual shoes market, "creating the first leisure brand of young fashion" is the clear positioning of ray speed. According to the established goals, Lei speed has launched two independent categories of Lei speed casual shoes and thunder speed outdoor life equipment, that is, we hope to focus on the youth lifestyle and interpret the brand concept in all directions.

At present, Lei speed integrates the bright fashion color elements in product design, and deduces the gorgeous life of the exclusive young world for the modern workplace, but the single category limits the brand communication means of Lei speed "creating young life 360".

Because of this, Lei speed needs to be classified and expanded from the two categories of "City + outdoor" to make it more fashionable and internationalized. Then, with the name RESOON as the matrix and the N as the creative point, the two categories of IN and ON are extended to form the exclusive brand category of thunder fast young fashion brands.

According to the introduction, the young IN life series will play the leading role in the urban leisure series, while the young ON series emphasizes OUTDOOR, which refers to the spirit of free and unimpeded outdoor space and ONTHEROAD, focusing on the brand building of a young and fashionable comprehensive outdoor life equipment.

 　　   攜手國家登山隊推出“ON”系列

The strategic layout of the two categories of "Lei speed city leisure shoes" and "outdoor living equipment" is going to be formed. How can two categories operate independently under the same brand concept and complement each other?

Chen Xuewen, manager of ray speed operations center, said that the two categories of Lei Lei's flag were operated independently by the relatively independent operation team from the agent channel, terminal store and marketing team, and the whole life was expanded at the core of the young lifestyle.

For example, this thunder speed makes every effort to create second categories, young life and outdoor clothing, and has reached strategic cooperation with the China Mountaineering Association in the event co operation and resource sharing. At the same time, it signed as a spokesman for brand outdoor products.

It is revealed that Lei will also sign up for the Nordic cross-country race to take the lead in grabbing the most powerful marketing resources so that ray can start the outdoor market at a higher starting point.

Chen Xuewen said that for the young IN series, they will mainly reflect the social responsibility of environmental protection, mainly using music related elements to show their brand personality. They are actively cooperating with the concerts in various cities, and through some elegant music PARTY, evening party, concert and so on, can deduce the new luxury of IN series urban leisure.