Jordan will be successful too. Due to the popularity of sports, sporting goods consumption is excited, relying on domestic sportswear brands listed strong capital brought about by many years of experience in international big OEM accumulated through celebrity endorsements, sponsorship of sports events, store management, development of a full range of apparel marketing strategies crazy expansion, the rapid rise in the market. However, in the market, "cake" bigger, while domestic sportswear brands facing increasingly fierce competition, "former enemies, after the pursuers' faction crowded, full steam ahead scenes. Domestic sportswear brand first encounter is the threat from international brands. Nike, Adidas, Reebok, Mizuno (Mizuno stores), Puma, Converse, back to back (back to back stores) and other internationally renowned sportswear brand in China is not only full, set up camp in China, and all China as the world's most important one of the market, the marketing campaign has not been weakened, firmly in control of the domestic sports brand of high-end market. Followed by the casual clothing brands to cut "cake." Because casual wear and sportswear cross sections closer to the style, so sports apparel market is also facing snatch casual clothing situation. On the one hand, a large number of low-cost variety and has a fast fill orders and transfer cargo capacity of local leisure brands everywhere, on the other hand ZARA, Uniqlo and other foreign brands of innovation, both for the local sports apparel industry pressure. In addition, the more important factor in the rapid growth of the local sports apparel industry momentum is weakening with the industry over the homogenization of competition. From the domestic nike shox current
women's
sportswear brand extensions track can be found, is nothing less than first aid Dongfeng listed in Hong Kong and an upsurge Beijing (Beijing store) Olympics, followed rely expand channels,
retail outlets to obtain substantial additional revenue and improve profits. According to expert statistics, from 2007 to 2009 focused on local sports brand enterprises listed on the new total number of stores to nearly 20,000, the number of terminal end of 2009 increased by nearly two times higher than the end of 2006. At the same time, "create brand" approach is relatively similar, select celebrity endorsements and high advertising investment, CCTV has become very popular local sports apparel marketing tool. Because we all look very similar, the distinction is not high, can not cultivate loyal consumers, when the external environment has changed, raw material, labor prices, rising production costs, increase consumer demand, the peak of the market in the past, consumers grow increasingly when slow, bottlenecks local sports apparel company also unexpected development of the. Please add blindly "drug lead" local sports apparel brand to break through in the face of intense competition in? Clearly, increasing brand value, abandon the extension and expansion of homogeneous competition way to improve customer loyalty is the best choice. Increase brand value, the key is to improve the technological content and culture. Nike basketball apparel in many technical fields made ??beyond, as well as a strong sense of design and assertive personality, so that it can monopolize the market. In contrast, local sports apparel brand in the product, although these years there are technological breakthroughs, but innovative concept also expressed Debu very clear in people's minds, local sports apparel brand in the technological change is still in the state to follow the international brand . Please celebrity endorsements, sports apparel brand marketing tool, but not abused. Look closely you can find Nike bound to find a star endorsement hottest popular person, and there are "only me" specificity and exclusivity. Bryant at the time to participate in any open competition, when you must wear Nike basketball shoes, they had to wear in other brands of sports shoes, sports shoes, the trademark must be completely covered. The local sports apparel brand in the choice of spokesperson, less focus on its image quality and brand are in full compliance,
but also more frequent substitutions, the public can not distinguish and remember the exact meaning of the brands want to express, so local sportswear looking for a star endorsement to spend a lot of time, the effect is not necessarily how good. Celebrity endorsements is "medicine", but need to use reason and wisdom as "medicine cited" in order to give full play "efficacy." One thing the local sports apparel brand next step is to create for themselves a more distinctive brand culture. Major sporting events for stimulus spending huge sports apparel, in 2011 the world held no major sporting events, which also sports women's nike
shox tlx
apparel industry in 2011 found an excuse poor performance. And in 2012 the London Olympics, plus our country attaches great importance to the development of sport, the State Council has instructed the General Administration of Sport to develop 12 supporting the national fitness program, and that this be incorporated into the country's macroeconomic policies, so sportswear located the market environment will be relatively improved. At this point, if the increase the technological content and culture of "work" meticulous so deep, local sports apparel brand can reverse the downward trend and return to growth track. London Olympics for the Chinese sports apparel brand, a good opportunity, it is learned, so far, Peak, Anta, 361 °, Erke, Jordan, Royu, elegant birds and other local sports brand to sponsor delegation to participate in the London Olympics, hope that through this the international stage for the brand plus. Local brands such aggressive to the trend towards internationalization strategy is very gratifying. However, after the spread seize resources, brand how to "landing" will be the key, because in the end,