How Can The Domestic Sports Brand Face The "Online Examination"?

The outbreak of the new crown pneumonia was more than a month ago, and many cities began to resume operations as many cities resumed in February 10th. But for most retail enterprises, especially the domestic sports brands, their winter has not yet passed.

In the lazy bear sports last week's report, "sports brand share price diving, life and death crisis is still behind," mentioned that several listed domestic sports brands from mid January to early February share price suffered a collective collapse. But compared with losses in the capital market, the offline shops which are forced to close by the epidemic are the "keenly felt pain" of the domestic sports brand.

The new product can not be produced, and the old product can not be sold. This is the situation that the domestic sports brand is facing now.

On the one hand, the main source of revenue was cut off. On the other hand, the two major cost pressures of store rentals and staff salaries had to be faced. Moreover, the supply chain basically stopped and factories could not resume production capacity. The domestic sports brands were strangled at both ends of supply and demand.

For enterprises that seek survival from the market, "lying down to contribute to the country" is by no means a good policy. There are two main things that can be done at present when the main battlefield is turning to the whole line: first, the production of timely online content is a "retreat"; the two is to sell the existing stock in the warehouse as much as possible, which is "pragmatic".

Test point 1: what does online content do?

Key points: indoor fitness

After the outbreak of the epidemic in mid January, domestic sports brands first used donations to support Wuhan and other parts of Hubei.

Since January 26th, brands such as Anta, Lining, Hongxing Erke and 361 degrees have started issuing a statement on the official micro-blog to donate money for epidemic prevention. Some of the brands have summoned the athletes and stars who signed the contract to record a video of fuel blessing for Wuhan.

Starting from around February 1st, with the resumption of online business in some enterprises, domestic sports brands began to distribute new content on social media such as micro-blog, WeChat public address and jitter.

The online content of this stage revolves around the theme of "home movement". There are mainly four forms: video, motion picture, graphic illustration and micro-blog topic.

First of all, almost all domestic brands choose video and mobile graphics in online content. Anta, Lining, 361 degrees and other brands invited the Olympic champion and star athletes who signed the contract to record the short video of fitness teaching and made the GIF motion picture, while XTEP, 361 degree, Jordan sports and other brands invited their contract artists to record similar videos.

Lining and XTEP collaborated with micro-blog fitness KOL and fitness trainers to record a longer fitness course. XTEP will also extend its cooperation with the Shaolin Temple in Songshan to make the dynamic picture of Shaolin's "eight section brocade" and invite the monk to record the teaching video.

In addition, most of the contracted athletes and fewer star brands chose the form of illustrations, but the content itself is still a simple indoor exercise teaching.

Another major theme is micro-blog's topic challenge. For example, Anta's basketball player is going to be crazy at home to challenge the ball, and invite grassroots basketball players to record video dribbling videos at home. In addition, Anta children, XTEP and other brands also used similar play.

On the whole, the homogeneity of domestic sports brands during the epidemic period is relatively high. The main function is to build up brand image and take relatively less content related to goods. However, with the advent of the February 10th recovery, some brands have joined product links or online shopping centers that are leading to the brand in the content push of micro-blog and WeChat public.

　　 Test two: how to sell in special times?

Key points: private area traffic, discount promotions

Starting around February 1st, we can see that almost all the domestic sports brand employees do such a thing in their WeChat circle of friends -- selling. Although some employees do not have a good circle of friends, some people also publish their product diagrams and purchase links daily.

It is worth noting that most brands use the CPS distribution method, that is, each employee will own his own two-dimensional code. If a transaction is formed through the two-dimensional code of an employee, the employee will get a percentage of the transaction.

According to the 361 degree aspect to lazy bear sports revealed that at present its WeChat small program mall distributor has more than 10000; while PEAK said that the company's top management and functional departments, down to distributors and sales terminal employees were called to sell their friends in the circle of friends, the total number is expected to be over 10000.

In addition, some brands take cities and blocks as units to form online sellers WeChat group. This type of selling group is often initiated by brand stores. Once the order is formed, they will be delivered directly from the store to the consumers, instead of sending goods from the brand to the big suppliers in the various places.

Of course, under the current circumstances, the most direct way to stimulate sales is to discount prices. According to the public information of brands in e-commerce channels such as Tmall, Jingdong and WeChat small program mall, it is found that each brand carried out a wave of discount promotions from the end of January to the beginning of February, and the discount time coincided with the time when the outbreak began to erupt in large scale. Through lazy bear sports to many domestic sports brand verification, under the influence of the epidemic, they did adjust the discount activities of the electricity supplier channel.

Before February 9th, the domestic sports brands around the theme of Valentine's day in February 14th opened a new round of e-commerce discount. Taking Tmall platform as an example, some products can be overloaded with coupons on the basis of existing discounts, and the maximum discount price will be below 50 percent off. If you join a store member, you can also enjoy an extra privilege of up to 100 yuan. Such a promotional effort will not be too small for the lower priced domestic brands.

In addition to discounts and promotions, some brands also plan to sell the new products originally scheduled for March or even later to February. "Consumers still need the stimulation of new products. If there is no new product for a long time, consumers may forget your brand." PEAK said in an interview with lazy bear sports, "so now we can only sell some of the new products that have been made before the factory is shut down."

After the end of the Valentine's Day promotion campaign, the sale of domestic sports brands has not yet ended. According to the online store information of various brands, after a weekend's rest, most brands will start a new round of discount after February 17th. The discount scheme and intensity are somewhat different from before, but in general, the promotion strategy has not changed.

In the final analysis, the current "self-help" measures of all domestic sports brands still face two "bruising".

First, it is still unknown when the factory will be able to run again. Lazy bear sports understand that, because most of the domestic sports brand factories are concentrated in the Jinjiang area of Fujian, and Jinjiang is currently a sensitive area of the new crown pneumonia epidemic situation, the local authorities concerned have a tight control over the resumption of the factory, and the units need to be audited before they can be reinstated according to the batch. In addition, many local shoe and clothing factories have been temporarily "borrowed" to produce masks recently, and the normal production of the enterprises has not been resumed. This is a temporary barrier for domestic sports brands.

Second, judging from the current response strategies adopted by various brands, there is no brand name with obvious differentiation. No matter from content or promotion means, homogenization is more serious. Most of them are based on fitness videos and traditional discount promotions.

Therefore, at the present stage, when goods supply and consumption demand are extremely limited, how to seize the only small "cake" is a problem that all families need to consider carefully.

No winter is insurmountable. No spring will come. We hope that when spring comes, our domestic sports brand will be ready.