National Sports Brand Takes "Flagship Store" Marketing Route

In the 90s of last century, foreign brands such as Nike and Adidas dominated the first tier cities. This monopoly led to the development of national brands in the two or three tier cities.

To develop into the first tier market, "

Li Ning Co in

The head of PEAK said that PEAK has always been committed to the development of more high-end and more professional products. Since March this year, it has mainly opened a basketball shop in the second tier cities, and is mainly engaged in high-end products.

The strategy of national brands entering the first tier cities has made initial progress.

Li Ning Co sales revenue of 8 billion 387 million yuan, an increase of 25.4% over the same period, replaced Adidas, ranking second in the mainland sporting goods market, second only to Nike; Anta's sales increased 27.6% last year, ranking fourth;

National brands continue to work hard in product R & D.

Zhang Tao, vice president of Anta Sports Limited, said: "Anta's research investment last year reached 200 million yuan, with more than 1000 R & D teams.

In addition, at the end of last year, the Anta sports science laboratory, founded 5 years ago, was awarded the national enterprise technology center and became the "national team" of China's sporting goods research and development.

To achieve this goal, PEAK public relations manager Hou Lidong said: "PEAK will set up an international business department in the United States, and then there will be its own research and development organization and marketing center.

The R & D center will introduce advanced talents and advanced technology and make use of international resources to make its products more scientific, more professional and more fashionable.

Enhance brand value

The sports industry is generally divided into 3 levels, one is the core level, the other is sports events, brands, stars and so on. The two is the middle level, which belongs to sports media, training and advertising, etc. three is the outer layer, which belongs to the sports industry manufacturing industry and related industries, such as casual wear.

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, said: "China is very weak in the core layer, medium in the middle, and relatively developed in the outer layer."

"Therefore, if we want to continue to develop the national sports brand, we need to upgrade ourselves to a large extent.

Faced with this situation, national sports brands have launched their own brand strategy, aiming to infiltrate brand culture and ideas into consumers' minds.

The reason why PEAK has made such a great achievement in recent years is due to its own sports marketing mode. We will implement a consistent strategy to expand our brand awareness and influence through the integration and utilization of global resources.

We will continue to strengthen cooperation with the US basketball professional league (NBA). "

Hou Lidong said.

Anta formally signed the Chinese Olympic Committee in June last year, becoming the 2009 - 2012 Olympic Games co operative partner of the Chinese Olympic Committee and the Chinese sports delegation. It has won the awards and benefits of many international competitions including the Vancouver Winter Olympic Games, Guangzhou Asian Games and London Olympic Games.

Zhang Tao, vice president of Anta Sports Co., said proudly: "in the next 4 years, when all Chinese delegations go abroad to fight, they will wear the Anta award dress to the highest podium. Anta will be closely related to gold medals, sports and glory in China.