Sports Products Enterprises Focus On Emotional Experience By Solving Crisis

< p > with the continuous improvement of Chinese consumers' demand for sports a target= "_blank" href= "http://www.91se91.com/" and "clothing /a", products with good quality and low price can not be enough attractive to consumers, and providing consumers with high quality user experience is the best way to win the market.

At present, the international sports brand Nike and Adidas have embarked on the road of pformation from traditional marketing to experiential marketing. Local sports brands should combine experiential marketing with their own comprehensive advantages and successful experience of market practice.

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"P" recently, China's leading professional sports brand, 31st public relations director, Han Ye, will discuss with the technology business observer, "micro innovation" concept, Kim dagger, and Xiong Jian, vice president of the blue cursor communication group, to discuss how to create zero distance "physical examination marketing" to witness the positive energy brought by the high quality user experience for brand development at the annual meeting of the 2013 annual digital marketing conference.

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< p > < strong > to solve the crisis. < /strong > < /p >

< < p 2012 > the white paper on the development of China's sporting goods industry released in 2012 shows that in 2012, the movement of domestic sporting goods listed companies < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > and sportswear sales decreased by 29.69% and 19.28% respectively compared with the previous year.

How will domestic sports brands respond to this unprecedented crisis? Experiential marketing is the solution given by Han Ye.

Han Ye said: "in recent years, the consumption demand of sporting goods is becoming increasingly different, personalized and diversified. This requires that sports brands should satisfy consumers' desire for high-quality user experience while providing quality products."

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< p > "experiential marketing of sporting goods should be centered on consumers and centered on consumers' experience. A scenario can be designed through the perceived state of consumers, so that customers can feel the demand of sportswear or light or comfortable appeals, so that they can understand the core value of products, prompt customers to connect with products quickly, and then generate impulse to buy."

Han Ye continued.

If the sports brand suppliers provide customers with some fresh and creative sensory experience, then customers can easily enhance the brand's goodwill, thereby enhancing the purchase rate, inject new vitality into brand development, and also solve the industry crisis.

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< p > < strong > emphasizing emotional experience < /strong > /p >

< p > in recent years, the consumers of sporting goods are showing a younger trend. With the popularization of intelligent terminals and applications, the vision, the way of contacting information, the way of buying and the brand view of young generation consumers have changed.

From the perspective of consumption demand, young consumers are imaginative and indulgent. The consumption concept is diversified, with both radioactive thinking and focusing thinking. How to make use of its positive and favorable factors is the key to the success of experiential marketing.

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< p > Han Ye said: "this requires us to pay more attention to the emotional experience of young people. The popular sports brands are well versed in which emotional factors can stimulate consumers' emotions, so that consumers are naturally infected and integrated into the scene, thus creating a strong desire for their products."

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< p > the key to this emotional experience marketing is "moving people with emotion", so as to narrow the psychological distance between consumers and brands.

We usually say that brand loyalty is through the mastery of the emotional appeal of consumers, and the emotional resonance with them, making the brand and consumers achieve seamless psychological connection.

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What's the real insight of sports brand experience marketing? What's the real insight of Han Ye? It is reported that Han Ye, director of public relations at 31st degree, will appear on the spot of the 2013 annual summit of the digital marketing conference of P, and talk about the "experiential marketing" to zero distance, and share with the public the way forward of the local sports brand in the era of digital marketing.

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