Shoe Enterprise, Yi Kang, Leveraging Brand Culture To Enter New Market

Since 2003

According to Zhang, there are more than 2000 stores in Beijing, Hunan, Jiangsu, Wenzhou, Yunnan, Guizhou, Shandong and so on.

By the end of August 2011, there were 265 new stores in the market, and 400 were planned for the whole year.

Recently, the brand of Yi Kang Kang opened a 500 square meter store in Beijing.

It is reported that this is the largest brand store of Yi Kang sports brand.

Of course, the success of the sport is closely related to the brand positioning of the "Er Kang" sports.

"In the sports brand industry where product homogenization is serious and brand marketing demands are identical, the brand of" Er Mei Kang "has always been differentiated by" beautiful movement ".

The brand of "Er Kang" sports has invested heavily in brand building and cultural shaping. In particular, Fan Bingbing has been invited as the brand spokesperson of Asian pop star for many times, creating a distinctive and unique beautiful movement new image for products and brands, and promoting the "Er Kang" movement.

Zhang Chang, speaking with reporters, pointed out: "the brand of the elkang brand always adheres to the aim of" lean production and high efficiency manufacturing ". By constantly optimizing the product mix and energetically investing in the R & D design of new products, we select quality and comfortable materials to ensure that every product has first-class quality and bring the most beautiful sports experience to consumers.

It is the brand spirit of the "Er Kang" sports brand, which creates the unique charm of the brand.

In addition, the company launched the strategy of brand promotion on the whole line, and adopted the way of sporadic dissemination with the core of the brand as its origin. Its advertising campaign, from CCTV to regional media, from film and TV advertisements to print ads to outdoor advertisements, implemented rigorous and scientific advertising placement, and formed a nationwide publicity network to achieve the highly effective integration effect of close interaction in the whole country, so as to spread the new concept of "beautiful movement" to every corner.

In addition to accurate brand positioning, quality products, comprehensive brand publicity strategy, terminal operation ability and terminal store image are also the secrets of Yi Kang sports brand's victory.

Zhang pointed out: "in the increasingly fierce competition of sports goods market, it is an indispensable strategy for every enterprise to improve the terminal operation ability of agents, increase the coverage of terminal channels, and improve the image of terminal stores."

According to the press, the brand of elkang sports is vigorously supporting the construction of terminal outlets, constantly upgrading and improving.

After talking with Zhang Chang, the reporter learned more about the essence and culture of the brand.

Looking forward to 2012, the Erkang sports brand will strive to forge ahead with a brand new attitude, create new blueprint for development with distributors, and share a new prospect of "beautiful movement".