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There Are Differences Between Chinese And Foreign Consumers In Online Sports Apparel Brands And Products.

2010/8/10 14:05:00 77

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When shopping online, consumers find international sports brand products mostly through specific product numbers, while locating domestic sports brands is brand names.

What are the characteristics of consumers' online shopping sportswear?

Baidu

The center for data research recently released the 2010 sports apparel industry report (the 2 quarter), which focused on Internet sales, and made statistics on product information search, brand attention and online shopping characteristics. The results showed that when searching for sports apparel, netizens knew less about the product names of local brands than those of International brands.

Internet users concerned about international brands accounted for 47.53% of the total content of products, while the percentage of users who paid attention to local brands accounted for 32.11%, which was 15 percentage points lower than that of the former.

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online shopping

In sports apparel, consumers will search for brands, categories or specific product numbers. In the process, why do many people search for international sports brand products through specific product numbers, while the selection of domestic sports brands is the introduction of brand names?

Local brands: ignoring products in the licensing stage

According to the characteristics of sports apparel online shopping, search can be roughly divided into 3 levels: first, search for the brand and then look for it; two, look for it under the brand category, such as finding the men's shoes and running shoes under the brand; three, directly search the number or series of information, such as: directly search Adidas breeze series or a certain number, Lining Ling Bo series running shoes.

The third type of search has a clear goal and a high success rate.

Online local brands sell better styles, often using low price and promotional means such as spike sales, rather than because consumers really like the product.

Zhejiang can also Agel Ecommerce Ltd general manager Hu Jie engaged in well-known sports brand marketing for many years, he told an interview with our reporter, the local brand at the current stage is still vigorously create brand as the primary purpose, lack of market appeal of star and main products, forming buyers can only search brand, view large categories, often turnover rate is also low.

Hu Jie further analyzed that the growth of local sports brands lasted only 10 years, and faced with the vast number of Chinese brands.

consumer market

The most important thing for enterprises to do is to speed up and maximize the brand awareness, and achieve the final sales promotion by opening more stores and distributing more goods.

In the face of 4 annual orders, the R & D team of the enterprise has been struggling to cope with the problem. It often completes the development task by combining the local characteristics of the brand culture with the copy board. Some enterprises even have annual sales of 1 billion yuan, but there is still no formal commodity planning and development team, and no specific product line of their own brand has been formed.

International brands: hot selling

"While international brands do everything possible to invest in human resources and make good products, consumers can enter shops through search for hot money to buy them."

Hu Jie said.

Hu Jie believes that the international sports brand has passed the licensing stage, and through the long campaign in the Chinese market, the needs of the market and customers have been clear. In addition to the necessary brand promotion and interactive activities to maintain the brand's fresh life, the international sports brand has the conditions and resources, and can spend more energy on the core carrier of sales -- products.

Through more than a year's product planning and series planning, and matching the corresponding marketing promotion, enterprises have completed the following marketing time, publicity and promotion plans, and merchandise sales management plans when the order is manufactured.

As a result, the number of "FANS" following star money and advertising money is increasing. Therefore, when many consumers purchase online, they will directly enter the product number for comparison purchase.

"International sports brands attach great importance to the development and management of product strength."

Hu Jie said that from the very beginning of commodity planning, product story writing, product FAB (a good way for salesmen to analyze product benefits to customers) refining and sorting, ordering and listing of commodity manuals, as well as product display at the terminal, facing the target group's accurate advertising and appeals, are far more than the local brands on several steps.