Jinjiang Sports Shoes Brand Upgrade &Nbsp, Open Up New Battlefield Of Advertising Language

1 days dispatch

However, some people worry that Jinjiang's individual sports brand advertising has not taken full account of its brand positioning when upgrading its advertising campaign. Compared with the previous advertising style, it jumps too much, so it may cause a lot of advertising campaigns to drain, and can not effectively accumulate brand equity.

Evolution of advertising slogans in Jinjiang sports shoes enterprises

People who are familiar with the development of footwear industry in Jinjiang are well aware that there are mainly two schools in Jinjiang sports shoes and clothing brands.

One is to take a professional sports route, represented by Anta and 361 degrees, and the other is to take recreational and recreational routes, with XTEP, del Hui and Hongxing Erke as representatives.

In 1999, Anta pioneered the endorsement of Jinjiang's corporate stars, hired Kong Linghui to endorse, and played "I choose my favorite" advertisement.

With the success of Kong Linghui in 2000 Sydney Olympic Games, Anta quickly spread across the river.

However, in 2007, Anta gave up the phrase "I choose I like", which is familiar to people, and vigorously promoted the brand new idea that "never stops".

From "I choose I like" to "never stop..."

The upgrading of Anta advertising is recognized by the industry as a classic case of the growth of national brands.

Unlike Anta, the 361 degree professional sports line also plays a leading role in badminton from the start stage of the brand, and the Chinese badminton team of Li Yongbo is wrapped up in one fell swoop.

It is understood that the first slogan of 361 degrees is "wake up your mind, leopard, 361 degree movement armed", and later changed to "brave to be yourself". From the beginning of 2008, 361 degrees on the original basis called out the slogan "China is brave to be herself".

Today, 361 degrees is adhering to the brand spirit of "one more love". It not only provides one hundred thousand times of equipment for volunteers of World Expo volunteer service station in Shanghai, but also continues to support the international marathon race.

As the founder of entertainment and leisure routes, XTEP started a new path from the beginning of its creation, invited entertainment stars Nicholas Tse and TWINS to endorse, and took the "non ordinary feeling" as its brand proposition.

It is this slightly treason value that has been sought after by young people, and XTEP has become synonymous with alternative, avant-garde and fashion.

However, when XTEP interpreted the "nonsense" thoroughly, XTEP began to renounce its slogan "non general feeling" in the beginning of 008 years.

"After all, XTEP is a sports brand, first of all, we must have the sense of movement."

According to Wei Hai, manager of XTEP planning department, from the perspective of XTEP's brand upgrading strategy, after the continuation of the original differentiated brand concept, "let sports be different" emphasizes brand building and understanding in the field of sports, and shows clearly the brand's market positioning, which directly reflects the brand's appeal and attitude towards sports.

In addition, del Hui and Hongxing Erke, who also initially took the entertainment and leisure routes, later had a 180 degree change in brand positioning, which can be seen from its advertising language.

It is understood that the earliest advertising slogan of del Hui was "my personality", which was plated by Taiwan heavenly king Jay Chou, and later changed into "star sports equipment". Now, the brand new slogan ONMYWAY is launched; and the first spokesperson of Hongxing Erke is the movie star Jordan Chan and Jang Na Ra. At that time, the slogan was "Frank self, Hongxing Erke". In early 2007, Hongxing Erke's slogan was changed to "TOBENO.1".

The change of advertising language is conducive to the accumulation of brand equity.

The change of advertising slogans in Jinjiang sports brands has its positive side, but it is also undeniable that some enterprises have blind obedience and arbitrariness.

Ye Maozhong, a well-known marketing planning expert, cautions that advertising with no continuity is likely to cause the advertising cost to be invested before, and at the same time may cause consumers' confusion about the brand, thereby losing the loyal consumers who had accumulated before.

{page_break}

From the Olympic Games to the Asian Games, and then to some provinces and cities, the sports meeting has provided many opportunities for the development of the domestic sporting goods industry. But in advertising strategy, we should also plan systematically according to the brand's own positioning and the stage of its development. It should not only embody the spirit of sports, but also maintain its brand personality, so that we can really create a slogan that can arouse consumers' high resonance.

"In Chinese, the key words related to sports spirit are nothing more than breakthrough, pcendence, self-confidence, courage and strength. If we simply put together, the sporting goods brand in Jinjiang is likely to cause serious homogenization of brand spirit, thus making consumers cry out slogans at a loss."

Ye Maozhong, a well-known domestic planner, cautioned that the strategic upgrading of Jinjiang sporting goods brands must not simply find a few key words and make up an empty slogan.

In general, the refinement of advertising slogans in sports shoes enterprises should fully study their brand positioning. Only by fully studying the needs of target consumers' spiritual needs, can they design the brand values that are recognized by their real spiritual needs before they can be recognized by the market.