"Olympic Year" Shoe Enterprises Start The Brand Terminal War

Entering the 2008 Olympic year, how to upgrade Quanzhou sports brand has become a big test. In addition to the "curve entry mode" of the foreign Olympic Committee, the Morning Post reporter found that the major brand enterprises have stepped up the investment in terminal construction, setting off a wave of "horse race enclosure, opening more stores and opening large stores". This year, XTEP (China) Co., Ltd. plans to open 1200 new terminal stores nationwide, including more than 20 Olympic giant stores, which have more than 1000 square meters. Anta announced that it will intensify efforts to build "Olympic flagship store" this year. Before that, 361 degrees, Sloan and so on also launched the strategy of "terminal expansion". According to the analysis of the industry, after the expansion of the major sports brand in Quanzhou, the retail function of the terminal will be upgraded to become a new carrier for the enterprise to spread the brand culture of the enterprise. More than 1000 square meters of "Olympic giant shop" recently, XTEP held more than 3000 people's marketing conference in Beijing. The conference revealed that in 2008, there will be thousands of brand-new "Olympic stores", including 20 "Olympic giant stores" specially designed for this year's Olympic Games. It is understood that XTEP's "Olympic giant shop" will be mainly concentrated in the capital city's main pedestrian street, with an area of more than 1000 square meters. According to XTEP President Ding Shuibo, in view of the current situation of the Beijing Olympic Games held in August, it has embarked on a large-scale terminal store transformation plan to promote the "Olympic concept store": expand the original store area and transfer to the golden section of the city. In addition, it will also carry out the "wind and fire 500 best" selection activities in the whole country, selecting 500 excellent terminals, providing the company with point to point services, including door-to-door training and free posters, so as to enhance the image of the store. Reporters learned that, according to the company's plan, in 2008, they will increase the number of new shops on the basis of increasing the business capacity of existing shops, and take the "horse race enclosure" and "intensive farming" simultaneously, and strive to increase the sales performance of single store by an average of 30%%. At the same time, the company will focus on product design and development, strengthen enterprise management, and accelerate information construction to ensure the realization of sales goals. Entering the big city and opening the Olympic flagship store, XTEP is developing its Olympic flagship store, while Anta is also stepping up the construction of the Olympic flagship store in the Olympic year. Ding Zhizhong, President of Anta (China) Limited, recently accepted an interview with a Morning Post reporter. In addition to promoting the theme of "08 waiting for me" on brand promotion, he also introduced the Olympic product and Olympic passage strategy. In the passage strategy, the construction of the Olympic flagship store was listed as a priority. "In all Olympic related cities, we will open the Olympic flagship store." Ding Zhizhong said. Ding Zhizhong mentioned that last year it had proposed plans for flagship flagship stores in major cities across the country. According to the plan, Anta will spend at least 300 million yuan a year to build flagship stores. It is revealed that its flagship flagship store requires two storeys to become a multi-functional experience club with leisure, cultural experience space and clubs. In addition to the flagship flagship store, it will upgrade the sales terminal and launch the fifth generation store. According to the relevant personnel, the fifth generation stores will reach more than 300 square meters, and the interior decoration will also be updated. All the fifth generation shelves will be used to fully display the brand new image, enhance the image of the brand in the local market, and serve as a platform for testing marketing activities and directly collecting consumers' opinions. 500 million yuan to build a "Star shop" reporter learned that another famous sports brand in Quanzhou 361 degrees has already taken the lead in the terminal. In last year's marketing "jade carving project", the project of building "Star shop" was put forward. It is reported that this year's 361 degree will follow the plan of last year, find and open up a new core area in the domestic market, invest 500 million yuan to increase the "Star Store" construction process. It is said that this will be the largest amount of investment in the terminal. 361 degree planning department personnel revealed that through personnel service, shop layout and other aspects of upgrading, this year will focus on enhancing the competitiveness of the terminal, in the country to create 25 luxury star stores, rectification of 500 single store and factory stores, and fully start the fifth generation standard image store construction. Over 2000 square meters of "Sports City" began last year's terminal upgrade plan, and the SSU long (China) Sporting Goods Co., Ltd. figure. Since last year, he has proposed the idea of upgrading flagship store to "Sports City". Cai Shaoliang, general manager of Shi Shu long, explained the concept of "Sports City", explaining that the formulation of "city" is not only the expansion of its area, but also the integration of products and brand culture and sports spirit. The flagship store is mostly a product and image display, and the "Sports City" requires that the content be extended to the overall display of products, technology, brand spirit and sports culture. According to introducing, the area of "Sports City" will be more than 2000 square meters, mainly distributed in cities of first tier cities and key markets. Analysis: terminal as an important carrier of brand promotion for the "Olympic year" terminal upgrading situation, many industry insiders believe that its far-reaching impact is not only limited to the sales area, but a breakthrough to the terminal extension to become the forefront of the dissemination of corporate brand culture, and become a platform for corporate brand image display, cultural promotion and communication with consumers. In Cai Shaoliang's view, the function of the original store is limited to sales communication. The upgraded terminal will be upgraded to the transmission of corporate brand culture and the level of sports culture exchange. "People can not only see products, but also see the growth, pursuit and ideas of enterprise brands. On the other hand, the terminal is still a fresh and interactive media. Because of its all-round display in products, technology and culture, it can interact with consumers. Therefore, it also has the media function of spreading corporate brand culture. Cai Shaoliang said Ye Ye holds the same view. He believes that today's consumer market is becoming more and more mature. With the change of people's lifestyle, relying on "one recruit" marketing method has not been able to keep pace with the market. This requires enterprises to innovate for different markets and update the forms and forms of service. Therefore, the expansion and upgrading of terminal sales area is not only an upgrade of sales function, but also a brand of terminals. A carrier of advertising. He believes that from the point of view of brand promotion, the former brands mostly use advertising to communicate with consumers, and now we must use terminal experience to increase communication. Through terminal upgrading, we can express the brand culture, brand idea, brand existence value and brand advocacy lifestyle, so the flagship store in the future will no longer be simply sales function, but more is the display of the comprehensive function of the brand. "From the evolution of one-way advertising language to the promotion of consumer culture communication, the relationship between product and consumer is no longer a simple relationship between buying and selling. Therefore, the multi-functional terminal of brand enterprises is a trend." Ye Shuangquan said. According to Luo Shijin, the "Sports City" or "Star shop" is just different in terms of marketing purposes, which in fact reflects the importance of enterprises in building multi-functional terminals. After five or six years of development of Quanzhou sports brand, terminal construction has gone from the original pursuit of simple scale to the enhancement of quality and function.