Generally speaking, the sports brand can be divided into two camps: one is a professional sports-based sports brand in order to provide the main professional sports equipment, such as foreign Nike, Adidas, and Domestic brand Li Ning, Anta, etc., and their marketing approach to the sponsorship of sports events, please speak mainly sports stars; while the other is targeting fashion sports brand, fashion elements and entertainment stars as their brand characteristics, international brand PUMA, KAPPA, special steps and 361 degrees are divided among them.
(a) Li Ning, Anta Xtep comparison goods philosophy
special steps:
recent years, special steps, combined with the influence of celebrity endorsements and the title of Southeast Board Award, with its unique fashion, avant-garde, freedom and rebellion of the the hearts of young people, young people today become the most popular fashion sports brand.
advantages: relatively low price, domestic brands can support domestic products to meet consumer psychology (as opposed to international brands)
special steps - adhere to the concept of sports daily life
Xtep X-light: lightweight technology - ultra-lightweight design arch cushioning TPU X super-breathable mesh Bubo loop damping design of the overall text of a type of swing
fashion, avant-garde, free and rebellious interpretation of the
brand-oriented marketing strategy, so that special steps to form a market to adapt to the Chinese market, to the special brand stores as the main step marketing system.
consumer groups targeted: young people aged 13 -25 years old young family-oriented;
product positioning: avant-garde, fashion, individuality, leisure and freedom;
price positioning : suitable for mass consumption, is a mid-range level of domestic industry price system;
ad targeting: Choose the brand to represent the trend of special steps, personality, fashion, health and other characteristics of popular celebrity endorsements to attract the target groups, and through three-dimensional and print ads to pass special step stationed in the city. (China sports brand network)
Anta:
through international 4A J. Walter Thompson advertising agency analysis of positioning, Li Ning and Anta give up Nike, Adidas, positive Ying Peng, moderation in the high-end positioning, while denying the temptation of recreational routes concentrate on the low end of professional sports to build brands. Anta consumer groups will be targeting a more elite group of grass-roots non-family, the second and third tier cities positioned as a key market. Surgeon from the J. Walter Thompson's JWT is a sports brand to promote and disseminate the operation of a master, it was Nike's advertising agency for ten years. Undoubtedly, the second and third line market has been coveted by many sports brands, the market has also been recognized as the most growth potential in China market. Analysts said a sports brand, Anta had chosen to focus on the second and third tier cities in the mass market is a wise move, the market's ever-increasing consumer demand trends. Anta not only avoided the high-end market and Li Ning, Nike, Adidas, intense competition, while the occupation of the line with its own advantage. [5]
Anta link in the manufacturing cost advantages. Chen Shixin sports brand, said observers,bailey UGG boots, Department started work on behalf of Jinjiang, from product design, raw material procurement, manufacturing to distribution, logistics, marketing and retail, full participation in all aspects of the model chain, the So, Anta able to get every link on the chain's profits, thereby enhancing the company's profitability. Ding Zhizhong said the media has, basically remained stable gross margin in the competition today, Anta managed to maintain an annual growth rate of 5.5% is due to changes in demand, while access to some cost advantages.
Li Ning:
professional enhance the core competitiveness
product specialization, by nature, to compete in the sporting goods industry basis. Li Ning Company to product development, as a record and continue to create, record schedule. Back in 1998, the company established a local clothing and shoe company's first product design and development center, to become the first independent development of the Chinese sports goods company; 2004, the Chinese University of Hong Kong Li Ning Sports Science Department of Human cooperation, Li Ning production of sports shoes, sports biomechanics mechanical characteristics of the test, a professional athlete's foot database, characteristics of professional sports data collection and analysis, to further improve product expertise and comfort. After fifteen years of exploration, Li Ning sportswear products from a single development to sports clothing, shoes, accessories, and other series to keep pace. The near future, Li Ning is committed to becoming a world-class brand, the world's athletes and sports fans, professional sports products. Because of this enthusiasm, Li Ning has China's largest sporting goods distribution network. At the same time, Li Ning is also expanding international network, has entered 23 countries and regions.
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