The Breakthrough Of Sports Brand "Sports Marketing" Is Coming Soon.

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In this year's us all basketball All-Star game, PEAK has become the most famous Chinese brand in the history of the all star weekend, while Anta has helped the Chinese sports delegation to take part in the 2012 London Olympic Games, and signed three endorsements of Zheng Jie, Guo Jingjing and Jane Zhang shortly before.

There are various signs that China's local sporting goods brand has begun to accelerate its brand promotion, and has referred to "sports marketing" as an enterprise development strategy.

However, the promotion of the brand of Chinese local sporting goods is far from enough if we pay close attention to the surface rather than go deep into it. The breakthrough of sports marketing is imminent.

Slogan promotes brand image

The sporting goods industry is an industry that emphasizes the spirit fit with consumers. At the same time, because of its unique consumption environment and competitive environment, it is quite different from other industry's straightforward brand manifesto.

Digital and household appliances can highlight their technological content. Real estate can play a killer role in improving the quality of life. Food should emphasize the sense of enjoyment from the taste. But besides the importance of comfort and functionality, sports products also need to give the brand soul, especially the endorsement of sports spirit, which can resonate with consumers.

Taking XTEP as an example, although the slogan "let sports be different" was introduced in 2008, but from the beginning, it pursued a brand concept different from the traditional sports spirit. The unique concept of "sports oriented and fashion oriented" clearly solved two important problems of market positioning and consumption positioning. The concept of fashion sports and characteristic culture made XTEP attractive enough to attract a large number of young consumers to become one of the first-line brands in the domestic consumer market.

Looking at a series of actions of XTEP in recent years, sponsoring TV variety shows, naming portal website entertainment channels and signing "happy girl" endorsement, it is indeed the way of combining entertainment marketing and sports marketing, and its brand positioning has been consistent in the same direction. This way of market segmentation strategy and precise implementation strategy are the magic weapon for any brand.

Therefore, whether Nike's "JustDoIt" or Adidas's "NothingIsImpossible" is no longer limited to the level of product perception, but to a spiritual level of encouragement.

Of course, this is not just a simple slogan, but a brand culture that has been accumulated over the years.

When slogans are contacted with consumers through advertisements, the soft elements such as product design, brand story and even the business philosophy behind them must be matched. This unity comes from the depth of brand, and the release of brand internal force in every action, which can enhance brand in the real sense.

Innovation + terminal is the highlight.

By comparing the local sports brand with the international sports brand, it is easy to find that there are two main reasons leading to the difference in the brand influence. One is that the soft means such as marketing techniques are far behind, and the other is the shortage of hardware based on products.

Therefore, for local sports brands, terminal construction and product innovation are also important.

The most visible part of each company's annual report number is the capital invested in product development.

Nike has said that the research and development of scientific and technological products is the key to success. Nike has spared no effort in developing new shoe materials, fibers and modern design.

From another point of view, Nike focuses on the driving force of research and development of new products, or the changes in the behavior and attitude of target consumers.

Compared with Nike and Adi, which frequently account for more than 10% of R & D investment, domestic brands prefer to invest huge sums of money in marketing and advertising. This is also the result of the overall market environment and competitive environment in China.

However, with the gradual deepening of the consumer market, the development strategies of local brands are being adjusted accordingly. Lining's brand research and development center is entering the US Portland. It is a positive sign. XTEP, Anta and so on are also focusing on the development of new shoemaking technology.

In the increasingly mature and rational market of consumers' consumption concept, the emphasis on endogenous growth mode has replaced the impetuous advertising bombing. It is an inevitable trend for the impetuous advertising bombing. In view of the whole industry chain of sports products, the reform of R & D and product design links has continuously developed new products that are suitable for the market, that is, reducing the manufacturing cost, and constantly seeking new consumers. At the same time, the brand status is further enhanced. Therefore, the R & D design of product links is the root of the development of the whole chain to a virtuous circle.

In terms of terminal construction, the rapid expansion of China's local sporting goods brands has indeed achieved a good channel layout, especially in the two or three line market.

According to statistics, at present, Lining, Anta and XTEP, the three largest Chinese sports brands in the country, have more than 7000 stores in the country, and firmly occupy the advantage of channel resources.

However, the era of frequent appearance of consumers relying on stores has passed. How to pform the quantity advantages of the channels into quality advantages? The upgrading method of terminal image has become the key issue of brand promotion.

At present, most sports resources are monopolized by brands such as Nike and Adidas. When Chinese local brands want to break through sports marketing, they need the core competitiveness of enterprises. The support of ability is the guarantee for the pformation and upgrading of brand positioning. Building cost advantages, product research and development advantages, material innovation advantages and professional service advantages can provide opportunities for local brands to surpass international first-line brands.