The Domestic Sports Brand Has Gone Through The "Three Campaigns" And Has Finally Become The Fruit.

In August 23rd, the domestic sports shoes enterprises represented by Jinjiang went through the "three major campaigns" to create a number of well-known sports brands in China, and occupy a dominant position in the domestic sports shoe market. In this process, the effective combination of sports resources can be regarded as a magic weapon for most winners.

" Brand building Campaign

The brand legend of Jinjiang footwear industry is familiar to many people: in 2001, with the hosting of the 2008 Olympic Games in Beijing, the Olympic flame of the 1 billion 300 million Chinese people was suddenly lit up. Opening the CCTV5, called "Jinjiang special channel", people can see from time to time that those stars who are very popular are wearing Jinjiang sports shoes. They say "I choose, I like", "sports beauty time", "non general feeling", "sports are going to be cool", "Buick (31st degree predecessor) is a new generation, sports is more exciting" and so on. This brand game has been famous for more than 10 years in Jinjiang. brand 。

The originator of the licensing movement was unknown at that time. Anta 。 In 1999, Anta signed the world champion Kong Linghui for two years at a cost of 800 thousand yuan. This made Anta's brand affinity and popularity of Anta sports shoes unprecedentedly improve. Only by this way, Anta's market share in that year rapidly climbed to 13.4%%, and thus included the first "China famous trademark" of Chinese sports shoes.

Anta's "star + advertising" brand mode immediately swept through the whole city of Jinjiang, from 2000 to 2003 more than two years, 360 degrees, XTEP, CBA ray speed, Xi long, Philharmonic, Enle, golden apple, Guirenniao And so on, more than 30 Jinjiang shoe brands are constantly appearing in CCTV1 and CCTV5. According to the statistics afterwards, the brand of Jinjiang appeared in the CCTV5 advertisement, but there were 16 in 2000, 33 in 2001, 36 in 2002, and 44 in 2003, and the total cost of broadcasting and broadcasting in CCTV each year exceeded two hundred million yuan.

The licensing movement of the Jinjiang sports shoe industry has been successful. The domestic sports shoes show the ambition and strength through an overall licensing movement, and have opened the first wave of marketing of domestic sports shoes from product processing to brand building. In this brand building campaign with celebrity strategy, in the end, some shoemaking companies even skipped the previous research and planning, making the spokesperson and the brand short of connection, and invested a lot of resources with little effect. This explains why Anta has chosen Kong Linghui (Volkswagen positioning), XTEP has chosen Nicholas Tse (Fashion personality positioning) and so on, and many Jinjiang shoes have been annihilated by celebrity spokesmen and CCTV5. In the later stage of Jay Chou's entertainment, he gained the benefit of innovation and integration of resources and marketing communication.

Campaign of enclosure

After the star wars had been heated for a while, Jinjiang's sports shoes had started a new wave of marketing homogenization, but this time the fire was on the development of the monopoly system.

As far as the monopoly system is concerned, the footwear industry in Jinjiang is easy to operate in the aspects of product diversification, activation of store atmosphere, and guidance and training. The conventional way of doing business is to occupy the main business circle instead of selecting the sub business circle; the shopping mall selects the 100 major shopping malls in the country, and the brand is located on the golden section; if it is a franchised store, it should be selected on the best street side of the flow of people. But how can this strategic intention be embodied in the implementation of the "A" store plan of the Jinjiang sports shoe industry "enclosure movement"?

In the name of "A shop project", the implementation of the exclusive store / store expansion plan is to transform and upgrade the original circulation channel, and implement a unified decoration and unified operation mode. At that time, the most pressing pressure faced by various brand regional agents was to occupy the commanding heights -- the top 100 shopping malls in the country.

Another effort of "A shop project" is to focus on pedestrian shops in main business circles of provincial capitals and key prefecture level cities, which tend to concentrate on the advantages of large traffic flow, such as Chengdu Chunxi Road, Shenyang Zhongjie and Taiyuan street, Changsha pedestrian street and so on. The highlight of the A store plan is that several brands have opened a store at the beginning and end of each pedestrian street and the middle section to intercept consumers. It has made people feel that "sports brand shops are more than banks". This kind of investment is not a brand name that can be imitated by any other brand. This is also a good trick for Jinjiang's first-line brands to jump out of the curse of the low-end market competition. The obvious result is that they immediately pulled away from the other two or three brands. {page_break}

Although the protagonist of this kind of ground meat war is still the star shoe companies, the rules of the game are more than investment and speed, but from this point, we must see who wins and who wins. In a sense, whoever mastered the powerful terminal sales resources will be able to laugh till the end.

Battle for resources

In addition to the terminal sales resources, the resources that are placed in front of Jinjiang shoe enterprises are very few. In the past two years, the most obvious resource competition for footwear industry in Jinjiang has been concentrated in three aspects: one is the concept demand, the other is sports sponsorship, and one is the emerging media.

The concept appeals to XTEP in the past with the appearance concept of "wind fire". After eating all over the world, there was nothing special about the similar concept. Later, we took aim at NIKE and ADIDAS's recruitment techniques, and used the strategy of commodity science and technology as a selling point. For example, NIKE has pioneered the "AIR" technology in the world, and Anta has launched the "core" technology, which has created a "cheetah bionic" technology. Hongxing Erke has used the technology of "GDS full palm ground damping", and Philharmonic is simply called "hydrogen power". At one time, conceptual marketing flooded the market, and consumers who lacked professional knowledge were confused.

Sports sponsorship in Quanzhou area is the first shoe enterprise to cooperate with sports brand PEAK. At that time, PEAK was the sponsor of sports equipment for the 81st team of the best basketball team in the country. At this stage, PEAK's promotion efforts in sports have been increasing. Since last year, PEAK has invested heavily in basketball projects in Australia and the United States, looking forward to "incense inside the wall outside the wall".

After being saved for several years, the news about investing in large sports events began last year in Jinjiang. First, he joined CCTV to create an interactive entertainment basketball program, and then joined the three year sponsorship of the Xiamen International Marathon and the A1 World Cup national team.

Hongxing Erke has been sponsoring the international women's tennis series for 2006-2008 years with the light of Singapore listing.

Other brands, such as XTEP, have been separated from entertainment marketing and sports marketing. In 2002, they sponsored the three national college basketball tournament. In 2005, they sponsored the Tenth National Games.

In addition to television, magazines, newspapers, radio and other media, the emerging media is already the fifth largest category of media. At present, Anta and search alone sports, 31st degree and Tencent QQ have formed an exclusive strategic alliance. XTEP follows the cooperation mode between Coca-Cola and Jiucheng, holding the world's largest online tour to the operator's Shanda network. This shows that the emerging media resources in the sports brand competition has also become a hot promoter.

Resources are no longer defined as "useful" and "useless" in the competitive game of the sports brand. See who is quick to see who wins the opportunity, who can win the applause in the channel expansion and consumer communication. But those brands that clearly distinguish "useful" and "useless" resources are doomed to go farther than others.