China
2008 Beijing Olympics the flowers, the 1.3 billion Chinese people lit the Olympic flame heads, all the people to start vigorous exercise. Free, leisure trend of surging also greatly stimulated domestic companies Fengeng "sporting goods" market, a high degree of enthusiasm. As the main areas of sports and leisure products, sports footwear market competition is intense, the numerous brand "your Changba me play," raging from … …
Now, walk through the major department stores, the brand sports shoes of the counters are all impact on our vision. At the same time, a number of quite well-known before the national brand sports shoes are gradually being forgotten, like the times of blessing to the wolf brand, torch, also have days of glory, but now the only well-known brands to survive in the cracks, while others difficult to find trace. Compared with those of foreign brands, domestic sports shoes brand publicity and promotion, product design, the quality function with the foreign name-brand athletic shoes there is a big gap, and this is the impact of the domestic market, foreign brands, domestic brands have a "survival crisis, "the fundamental reason behind Excessive Magnificence hidden everywhere.
Competitive market, sports shoes decisive Siege
2008 Beijing Olympics is the movement out of the market predicament brand platform is the wind and waves of historic opportunity. China has always been a footwear commodity production and consumption power, the international sports shoe market, the output of large, broad market space has attracted a large number of old and new enterprises to gather Siege.
It is understood that only referred to as "Chinese shoes are" Jinjiang Fujian more than 3,000 on a collection of sports shoes company. According to incomplete statistics, China's "sports shoes" production company is to reach as many as 10,000, most of these enterprises with a low price advantage to rely on exports for foreign enterprises started, but the increasingly fierce price competition, resulting in low value-added business trade export in turn limit its long-term development.
Accompanied by Anta, Conway and so a large number of domestic sports shoes brand new appearance, sports stars, movie stars, singers on stage one after another. There is no doubt that manufacturers are optimistic about the Chinese public the successful Olympic bid, after the football out of the sports business opportunities in Asia, NIKE, Adidas and other high-end market in the huge profits are constantly tempted with these rising stars.
Breakthrough first move: Star + Advertisement 1999, the ANTA hired at the table tennis world champion Kong Linghui heyday as ANTA Brand Ambassador, the first step towards the market first, reputation and sales rapidly. Since 2000, the size of shoe enterprises to follow suit, from the sport's Wang Nan, Fu Mingxia, Liu Guoliang, Sun Jihai to the entertainment of Nicholas Tse, F4, Louis Koo, Edison Chen and other hot star of, all with young and healthy, assertive personality visual images in 5 sets of CCTV's advertising time, a time of "Star + CCTV 5 sets of" propaganda model into market success and failure.
With the continuous improvement of domestic consumption, since 2000, some enterprises began to shift the focus of the domestic market sales, in order to raise brand awareness, most of the sports shoe company used the brand ambassador marketing strategies. Open CCTV 5 sets, flying brand sports shoes, sports shoes filled the entire ad advertising time, from Anta Kong Linghui "I choose, I like" Erke Jordan Chan's "outspoken self", and elegant birds Andy Lau "Heaven and Earth wind took," Kang riding Yapeng's "A Better Tomorrow, who but myself" … …
Advertising, according to CCTV sports channel Monitor Data show an average day in 2003, made 20 appearances sports shoes in the channel, a frequency of every day, ranging from 1 to 7. CCTV 2004, five sets of shoes was hit by the media dubbed the channel, for a time, all the smiling faces full of stars all the distribution channels, sports shoes market launched a vigorous "exercise a star."
Breakout embarrassed, losing the role of advertising
Jinjiang footwear companies CEOs have an emotion without exception, said: "In terms of Jinjiang, Jinjiang thousands of shoe, not into a group or several companies, they all have their own brands. How this out of the melee, we can only think of play ads. Otherwise, it is most likely to face shrinking market, the outcome is. "star effect, but in fact actually do? According to the survey: only 1% of people can a brand and its spokesperson on the number; 35% of the people can recall a few stars, but not remember the brand; 42% of people do not care about these brands; 29% of people think that much the same, the brand is too complex; 28% of people think these brands simply can not Nike Adidas comparable.
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