2010 women's sports shoes and apparel companies competed beachhead market – the market, fashion – silk screen printing industry, especially web
From sports shoes and apparel companies at the 2010 spring and summer of order, different from the past will find new product highlights: Women's sports have introduced products. In my opinion, at least there are two external factors: one is the sporting goods market becomes more saturated, the major sports brands have adopted the strategy of market segments, the depth of mining segment hopes to further enhance the brand's market penetration and market share; the other hand, Adidas and Nike have big foreign setting up shop in the success of women's market segments and, to a great touch of domestic enterprises.
Knowledge in the past, the shoe will usually ignore the different motion characteristics of different genders, and reflected in the product structure, leading to the men and women sports shoes by equating, the only difference may be only the size of size. But this situation with the Adidas's "Me, Myself" and Nike's "Metamorphosis" and gradually raised the concept of changing. Setting up shop in landing segment success depends largely on whether the enterprise can grasp the goal of women's sport psychology and research and development to design the corresponding high-quality products. For the former, from the campaign trail in a different brand, perhaps a glimpse clues.
Successful Marketing = Psychological demands of the precision grasp + the correct transmission
Nike: Metamorphosis Nike in the "Change" campaign theme, for an effective event marketing offensive. Launched its nationwide "National College Girls Dance Competition", in the major university to conduct its activities at every level selection, led the girls to participate in college sports dance in the warm, Nike also will influence the brand enjoys popular support. Meanwhile, Nike has with "the evolution of my theme" Advertisement Films, combined with the general promotion of the network.
In 2009 to promote strategies and advertising media in the delivery form, we can easily find, Nike is primarily aimed at groups of girls from the college group. Under this definition, to grasp the characteristics of this group's lifestyle, and their media exposure habits are very important. Outline of the purchasing power of this group although weaker, but the focus in its growth, and this community because of their collective lives, their mutual influence and information dissemination efforts also should not be underestimated in.
Dance with the music, they for the "Change" is the more self-understanding of the challenges and the passion of young energetic, "Metamorphosis" For this population is a more attractive concept, Chinese women are also a way to adapt to the change of lifestyles. "Beach volleyball is not just a sport. In the sport, you need to overcome not only yourself, and your opponent and the natural environment. I'm SoniaKong, is a beach volleyball player. I like beach volleyball, it not only challenge my physical strength, but also my psychological test. "in the network video in the player's voice is more able to declare a self-awareness of women's challenges.
Adidas: "Me, Myself" Adidas are playing "Me, Myself" banner, in the mainstream media to "Me, Myself" to carry out advertising and earlier "Me, Myself" Female thousand fitness. In addition, it launched the "Who is the next Myself" main stars of the event, and Nike also use the network as a means to promote. However, unlike Nike, the eyes of college girls in the group lock is, Adidas will be targeting growth in the young family who, Adidas choice is relatively mature female white-collar groups, the better is its a more stable purchasing power and brand loyalty .
In the ad footage, Adidas and Nike have used a similar form of interior monologue. It should be said, in this way, the women's appeal was rather strong. "BOBO, an in-depth soul of breath, a Heaven of meditation, every time a brand-new new, updated every time a perfect woman"
Modeled these with fitness coach, combining different elements of the true number of narrative technique to a great extent to bring the women to find themselves and exercise coordination. Can be said that the soul of the spread of the movement. Copy of the dig on the psychology of women, but also convey the women's individual emotions under different conditions, the number of full communication ability to join more profound impression on people.
In addition, through the "Me, Myself" story collection, this ad campaign by the realistic style of presentation has shown its significance: to encourage every woman to discover and tell their own stories, to find the true self, beyond the social definition of roles in the real me.
"Zhen Xing Cup" 2009 China Top Ten selection screen printing special awards ceremony
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