How Will The Footwear Brand Develop In The Post Olympic Era?

< p > in this special Olympic campaign, < a href= "http://xm.sjfzxm.com/" > international sports brand < /a > has always been in the lead position.

On the podium of the Beijing Olympic Games, all Chinese athletes enjoy the glory of the moment in Adidas's award dress. In the 28 major items of the Chinese sports delegation, Nike has arranged 22 sports teams' match equipment.

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< p > of course, behind the ups and starts of the domestic sporting goods industry, it is impossible to cover up some misunderstandings and hidden dangers: for example, the homogenization development among brands, such as blind expansion and disorderly competition of vicious competition, such as neglecting R & D and relying on imitation of low-level management, such as advertising strategies that do not emphasize connotation or gimmick.

This sports circle round table focuses on the domestic sports brand, and explores the development path of "a href=" //www.sjfzxm.com/news/index_z.asp "China sports goods < /a" industry in the post Olympic era.

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< p > market competition < /p >

"P >" local brand "enclosure" movement, can we change the competition pattern? < /p >

< p > Zheng Yi: there is an analysis that in recent years the domestic sports market has seen the phenomenon of "going back to the country".

The domestic sports brand adopts the strategy of "encircling the city by the countryside", and enclosures the two or three line market, and even begins to encroach on the first-line market of foreign capital brands for many years.

What is the current situation of sports consumption market in China? What kind of location is the domestic sports brand? < /p >

< p > Zhang Tao: in recent years, the sports industry has become a new growth point of the national economy. People's consumption demand for sports has been increasing constantly, and the money and time invested have also been significantly improved.

The financial crisis in 2008 brought a great shock to China's sporting goods industry. Comparing the performance of sports brands both at home and abroad in the past two years, there is a trend of "going back to the country".

The increasingly mature consumption concept of domestic consumers makes the domestic brands with more price advantages more sought after by the market.

From the enterprise itself, price, sales network, cost control three factors become the brand of domestic brand.

At the same time, local brands have increased capital expansion and brand line expansion.

In the context of the financial crisis, the cost of business has declined, which has provided an opportunity for strong sports goods companies to expand against the market.

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< p > Yi Jiandong: under the circumstance that the internationalization strategy has not been well implemented, many Chinese sporting goods enterprises have to march into the two or three line market in pursuit of scale expansion and the saturation of the first tier market.

However, judging from the current situation, the domestic sporting goods consumption market is still at a steady growth stage, and the influence of international famous brands has not weakened, so the domestic brands do not occupy an obvious advantage.

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< p > brand building < /p >

< p > Advertising + star + sponsorship strategy is good or bad? < /p >

< p > Zheng Yi: some people call CCTV sports channel "a href=" //www.sjfzxm.com/business/ "sports shoes channel < /a". The domestic sports brand represented by "made in Jinjiang" occupies almost 50% of the advertising share of sports channel.

At the Asian Games in Guangzhou, more than half of the athletes from other countries wore Chinese brand sportswear.

How do we view the brand building strategy of "advertising + star + sponsorship"? What is the gap between us and international brands? < /p >

< p > Zhang Tao: the international brand is well versed in the market operation and the psychology of consumers. It has considerable market appeal and occupies the most potential and the most profitable consumer group.

At present, the gap of most brands in China is not only the strength of enterprises, but also the concept and brand planning and management.

In recent years, 85% of the global sporting goods sales are brand products, and most of our sports brands are unable to participate in the competition actively and effectively.

From a marketing point of view, too much reliance on advertising and no brand core value supports not only the small brand difference and low value, but also directly lead to high investment in brand maintenance and construction.

This may be a bruising brand of domestic sporting goods companies.

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