"Prosperity" or "bubble" Reflection sports shoes market – V.
Recent years, China Shoes Prosperity is for all to see, thanks to ever-changing promotional strategies. Either before the hit "Star + Advertisement "" Entertainment + Sports "mode, or the recent hot wave of major tournaments are sponsored by businesses to get the" popular "and win sales. You flaunt fashion, I individuality and became a major media business for a time compete to perform their brand" internationalization "stage" brand image "has become China into the international market in the most eye-catching term. However, the domestic Sports shoes The loss in the high-end market, in the international market of high volume low profit situation, let people see shoes made in China can only hover at the low end of the current situation, hidden behind the prosperity of the people more and more concerns.
Closely followed, we learned? China shoes industry in recent years the rise of things, but the rise of national brand sports shoes even more later. National brand was born from that day, well-known large companies use foreign experience in the successful promotion of the only way to become one. Both "Star + Advertising" or "Sports + advertisement" every step of the domestic manufacturers with the "powers" behind, they do see some success, but as the market matures, consumers, consumer attitudes are also mature, the star "clarion call" consumers "gathered to respond to" no longer possible, and to promote the brand as the core of China-made shoes in an awkward position. In addition, both national brand is much like school, market, high-profit high-end cake is always there in the foreign teacher, so the industry can not help but ponder this, the Chinese national sports shoes with the big powers in the end worse off?
Indeed, the international success of brand promotion model to the new shoes made a strong boost power, the concept of fashion is a prerequisite to market the brand, but then, after all, only stunning outer "box", the Consumer will be attracted by the box to watch the fun, but mature consumers will not do like "Maiduhaizhu" things. To move towards real prosperity must depend on genuine quality, technological innovation should be the brand foothold, is the real core of the brand Competition Power! Therefore, the market is essentially the popular practice of bartering the performance. Experts pointed out that the advertising of the core brand idea, great restricting the development of Chinese sport shoes, but technological innovation is impossible for any teacher to teach, and therefore, its own technological advantages to build the core brand has become a trend, the current Hong Star Park's "technological leader" concept, is set off a transformation of the core strategy of Chinese sports brand.
"Nuclear-free" competition leads to "brand" the homogenization of the crisis
Brand core competitiveness should be reflected in the quality of science and technology strengths, so this stage, although the domestic athletic footwear companies Sell Volume on the tremendous success does not mean the brand's success, the opposite is perilous under the cart before the horse's busy.
First, the sales volume is due to a huge Chinese market, rather than a manifestation of the brand advantage. According to the World Federation of Sporting Goods recent survey, "China already has more than 65% of global production share of sporting goods." However, according to incomplete statistics, although the domestic enterprises occupy the domestic market Bacheng over, but we lose 20% is occupied by an international brand high-end market, high profit margins.
Second, China's sports brands go or "packaging" of the routine, with beautiful packaging and advertising including women and children of celebrity endorsements, as the inherent quality of the information or the dissemination of the blind spot. The reason is the impact of product homogeneity causes of the rise of the brand, the proliferation of celebrity endorsements is also the source of the status quo.
Finally, clear grasp of the concept for the brand, leading to neglect the quality of sports shoes, single function, the lack of inherent quality of the product support. Homogeneous product manufacturers in the competition, can only rely on "packaging", this approach will lead to fierce price war, triggered vicious competition. China Footwear low threshold, which causes good and bad. 10 000 companies have their own brand, and no strong technical support, you want to jump out of the melee, businesses can only think of play ads. Otherwise, the final outcome will be faced with shrinking market.
Thus, "advertising war" is indeed a quite upset, but not the best strategy. Data show that last year the central sports shoes TV station Spent 200 million yuan at least advertising. Advertising accounted for about 8% of sales in various enterprises. Companies at risk to make such a decision, it is easy to imagine the pressure they are facing a huge market. Although these manufacturers advertising into high, low technology content to determine their target consumers only low-end crowd, this is a tragedy made shoes, and more reflect the "core technology" of the industry shift the focus of urgent and inevitable.
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