How To Choose Strategies For Jinjiang Brand: Strictly Abide By The Positioning

< p > World Cup finals, benefiting from the innovative ball a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" designed by Adi dash, can replace the studs according to the situation of the venue. The German national football team reversed the foot Hungarian Hungarian team in Berne, Switzerland, creating a Berne miracle that shocked the football world. At this moment, Adidas not only laid the leading position in the football equipment market in the next 60 years, but also integrated the technological innovation into the brand gene. In 1972, Bill Bowerman, one of the founders of Nike, made a large grain Outsole - huff outsole in the kitchen. Not long after that, Nike's running shoes with huff outsole became popular throughout the United States. In the early 80s, the comprehensive application of "air cushion" technology made Nike one of the top sports brands. < /p >
< p > except Reebok and Nike, Reebok has developed the "pump" inflatable shoe upper technology, and CONVERSE is the earliest professional basketball shoe manufacturer. Looking at the history of the development of international sports brands, we find that technology development is always their insistence. The continuous technological input brings about the professionalism of products, and the professionalism of products creates a strong brand value. < /p >
< p > for domestic sports brands, technology is a short board. This is due to the fact that domestic consumers' technical knowledge of sports products needs to be improved. On the other hand, because of the technical propaganda of big brands such as Nike and Adi, their brand value determines consumers' trust in their technology. For example, the concept of "jumping on air cushioned shoes is higher", and the concept of "wearing torsion shoes is more difficult to twist feet" has been deeply rooted in the hearts of the people. We can not help asking, can the domestic sports brand take a professional way? Through sorting out several international sports brand technology projects, we find that the professionalism of footwear products is mainly reflected in the midsole technology and support protection, while the < a target= "_blank" href= "http:/ /www.91se91.com/" > clothing < /a > the products are mainly concentrated in comfort and windproof and waterproof. Facing the technological precipitation of foreign brands for many years, domestic brands want to catch up with them, but they are not without opportunities. < /p >
< p > "Lining", looking for a breakthrough from professionalism < /p >.
< p > "Lining" is a pioneer in technology research and development of domestic sports products. At the beginning of entrepreneurship, Lining positioned the "Lining brand" as a professional sport product of the Chinese people. This positioning is largely due to the background of Lining's professional athletes. However, after the Beijing Olympic Games, the orientation of "Lining" tends to be younger and leisurely, and is far away from professionalism. However, the road of "post-90s" has not gone through. The tragic achievements have forced Lining to make a change, and the return to specialization is the choice made by Lining. Lining himself said that the Lining group will focus on basketball, running and badminton, and focus on the "Lining card". Signing Wade, launching "Wade exclusive" basketball shoes and sponsoring the CBA League for a long time are important measures for Lining to return to specialization. We believe that "Lining" is the most likely brand in the domestic sports brand to get a breakthrough in professionalism, so as to restore the awareness of the brand through professionalism, thereby promoting the sales of the terminal. < /p >
< p > Jinjiang brand how to choose < /p >
< p > except Lining, the other major domestic sports brands come from the Jinjiang area. For the Jinjiang brand starting from the foundry, the technical aspect can be said to be a congenital defect. Although these brands sponsor some professional athletes and sports teams, the low investment in research and development is bound to lower the technical content of the products. From Figure 1, we can see that Anta and Lining's investment in research and development is significantly ahead of other brands. XTEP, PEAK and 361 degree R & D investment share is less than 2%. PEAK and 361 degrees before 2010 are less than 0.5% of investment. < /p >
< p > in the early twenty-first Century, Jinjiang brands quickly seized the low-end market through low price advantage. However, when the low end market was saturated, the way to expand the channel by imitating the tonal quality and low price of the first line brand was unsustainable. How to find a breakthrough? < /p >
< p > Anta chose the strategy of specialization and leisure. On the one hand, we should increase R & D efforts, introduce some high-tech products, and highlight the professional tonal of products through sponsoring NBA stars, the Chinese Olympic Committee, CBA and CUBA. On the other hand, we have developed Anta sports life product line and opened up children's clothing business at the same time. At present, although Anta has great efforts in R & D investment, its professionalism is still insufficient. Of course, R & D investment may not be focused on professionalism, but also in the field of leisure. Anta wants to be like Adidas (both professional sports + clover, NEO and other leisure products), which is very difficult. < /p >
< p > unlike Anta, PEAK seems to focus more on specialization. The concept of the main basketball concept was founded in the late 1980s. Xu Jingnan, the founder of PEAK, originally intended to manufacture basketball shoes for Nike. But when everything was ready, Nike moved the factory, and Xu Jingnan founded PEAK based on the existing production equipment and manpower. In the mid 1990s, PEAK basketball shoes had already been praised in the market, but later, the channel adjustment made PEAK miss the opportunity to take off. Because of its focus on basketball business, PEAK has less research and development expenses, but the technology and technology content of basketball shoes are not bad. PEAK shoes are more competitive in the market of low end basketball shoes, so it is a wise choice to consolidate this market with higher cost performance ratio. < /p >
< p > XTEP's positioning is very clear, that is, leisure sports products. Its promotion model based on entertainment celebrity endorsement also confirms this point. Compared with Nike and ADI's leisure sports product line, XTEP has a significant price advantage, and leisure sports products have almost no technical barriers, so XTEP has a great opportunity in the low-end leisure sports market. But in the past two years, XTEP has launched the main concept of running, sponsoring marathon races across the country and signing American sprinter Gatlin. This marketing campaign is very similar to that of Nike in 70s, when Nike only made running shoes, and signed a national sprinter legend Steve Pfontein and sponsored sponsorship races throughout the country. But in China 40 years later, did Nike succeed in that year? We are skeptical. < /p >
< p > for many brands of Jinjiang, such as 361 degrees, Hongxing Erke, del Hui, Jordan, Xi De Long and Jin Lei Ke, due to their low technical content and rich collocation, they are not only sports brands but also leisure brands. But compared with the traditional leisure brands such as Smith Barney and Semir, they have no advantage in style, price or turnover speed, or store efficiency. Especially in recent years, with the expansion of ZARA, H&M, GAP, UNIQLO and other international leisure giants, the survival space of these small sports and leisure brands will be smaller and smaller. < /p >
< p > coping strategy: strictly adhere to the location < /p >
< p > facing the winter of the industry, the transformation of many domestic sports brands is imminent. Is it professional or leisure oriented? We believe that if we are positioning ourselves as sports brand, professionalism must be one of the important brand genes. Product line can cover two aspects of profession and leisure, but there must be some sparkle in professionalism. Although Nike and Adidas have obvious technical advantages in mainstream sports such as soccer, basketball, tennis and running, there are still domestic brands such as table tennis and badminton, such as badminton brand Kaisheng and VICTOR (victory). < /p >
< p > if self positioning is biased towards leisure brands, it is necessary to make an effort to design capability and supply chain reaction speed. Optimize the design capability and speed up product turnover to cater to the fast changing demand of consumers. Adidas has already proposed to develop its brand of clover and NEO into a fast fashion brand, and guide the group's overall supply chain adjustment with fast fashion supply chain experience. < /p >
< p > we expect that in the next 2~3 years, many sports brands in the domestic market will have a differentiation process, with clearer positioning and greater product differentiation. < /p >