The Way Out of Chinese Sports Brand and Its Competition

Follow the trend to imitate this time-tested wonder has failed, then, the Chinese sportswear market will face the brand culture and personality competition. Another super-rich Chinese sports world is about to be born! He is neither the darling of Nike, Liu Xiang, a Chinese trainee who just returned at the Shanghai Golden Grand Prix, is not the Yao Ming, who made 35 million U.S. dollars a year, but the Xu Jingnan family who was released by Nike in 1984. If nothing else, the sports brand Pick by the Xu Jingnan family, is about to debut in Hong Kong Stock Exchange in late September. To issue the lower limit of 3.55 Hong Kong dollars per share basis, after the listing, holding 61% stake in the Hui Xu family property will not be less than 4.5 billion Hong Kong dollars. Peak will be the sixth domestic shoe and apparel manufacturer to land in Hong Kong's capital markets. Prior to this, China Dongxiang, Li Ning, Anta, Xtep and 361 degrees were already listed. Driven by outstanding market performance, these sports brands, which are mostly from Fujian, have become a unique landscape in Hong Kong's capital market. From birth to growth The legendary athlete, the Beijing Olympic Games torch bearer Li Ning, the founder of Li Ning brand, is the first landing in Hong Kong is also the most powerful Chinese sports brand. Since its inception in 1990, Li Ning brand, like its founder Li Ning, has become the world's most compelling focus of China. The debut of the Li-Ning brand debuted in Beijing in the name of the sponsor of the 1990 Asian Games and won the bid to host the Asian Games Torch Relay at a low price. In August of the same year, Li Ning was dressed in white Li Ning cardigan as an athlete's representative and took part in the torch relay on the Tibetan Plateau. The success of the planning so that "Li Ning" brand has been widespread concern. It is reported that about 200 million people are directly involved in the transmission of the torch relay for the Asian Games, and 2.5 billion Chinese and foreign audiences have learned from the media about "Li Ning." Li Ning occasion Asian Games, became popular overnight China, turned out. Shortly after the Asian Games closing, just set up "Li Ning received 15 million yuan of orders." Subsequently, Li Ning brand with Li Ning himself in China's high visibility and personal influence, as well as extensive contacts in the field of sports in China, almost monopolized all the resources of major events. From 1992 to replace the foreign brands to become China's sports delegation dedicated award-winning equipment provider, landing Barcelona Olympic Games moment, and in 1996, 2000 and 2004 for three consecutive Olympic Games to become the Olympic Games sponsor. With the whirlwind of "national brand" and "patriotism" trend blowing in China, the brand of Li Ning quickly became the symbol of "patriotism" and "national brand" and became the most successful Chinese sports brand by far. According to Li Ning recently released semi-annual report shows that from January to June 2009, its revenue increased 32.4% to 4.052 billion yuan, net profit increased 41.6% to 473 million yuan, and for the first time in operating profit more than the world's second-largest sport Adidas supplies business. Moreover, according to this growth rate, Li Ning Company is also very likely with more than 8 billion yuan in sales revenue, Adidas rebel, becoming the Chinese market after Nike sports brand. If the popularity of Li Ning brand relies on "system" and "national complex", then the rise of Fujian "grassroots" sports brand represented by Anta is the "market" masterpiece. Like most of Fujian's sports brands, ANTA, which was founded in the 90's of the last century, also started its business in a small family workshop. Initially, the brand was founded solely to find outlets for products manufactured by the factory that could not meet the requirements of high-end brands such as Nike and Adidas, And truly become a national brand known by the people, it is Ding Shizhong creative "CCTV5 + Star" promotion strategy. In 1999, ANTA signed the young, energetic and energetic table tennis world champion Kong Linghui with a price of 800,000 yuan, becoming the first sports brand spokesman in Jinjiang. When Kong Linghui youthful, healthy image appears on the screen, immediately captured the hearts of different segments of consumers, but also to make ANTA sports shoes brand affinity and popularity in a short period of time has been an unprecedented increase. At that time, in Fujian, Anta almost as Li Ning comparable "big brand"; and Kong Linghui's hometown in Harbin, Anta quickly climbed to the top of the sales rankings in major shopping malls. In one stroke, Anta's market share in that year rapidly climbed to 13.4%. Anta also won the first "China Famous Brand" of Chinese sports shoes. Subsequently, in Anta's celebrity endorsers directory, has added table tennis world champion Wang Hao, NBA stars Luis.Scola, Francis (Steve Francis), and tennis star Jelena Jankovic and Zheng Clean nearly 10. With these famous players shouting flags, ANTA brand has also risen rapidly, from 1999 to the present 10 years, Anta sales increased by several times. As of the first half of this year, its number of distributors has reached as high as 6129, distributed in the streets across China, turnover reached 2.82 billion yuan, the annual sales revenue is expected to exceed 6 billion yuan in the first group of Chinese sports brand station Steady heels. Anta rocket-like ascent, not only for its one brand doubled the performance. Under the leadership of "Leading Big Brother", some founding companies and family factories in the Jinjiang and Quanzhou areas that are unknown to the public and used to hide behind the world brands such as Nike and Adidas are also ready to imitate Anta's strategy of "CCTV5 + Star" In China set off a massive "card campaign." From 1999 to 2003, following the Anta, 361 degrees, Xtep, Xidelong, Philharmonic, Nepalese, Golden Apple, Guinness birds and other sports brands in Fujian, China sports and entertainment stars have landed CCTV5. In 2000, the CCTV Fujian brand advertisements have 16, in its heyday in 2003, the number has reached 44. (This can be fatal CCTV5, statistics show that these sports brands in Fujian each year for their total advertising costs are more than 200 million yuan.) However, under the frequent exposure of CCTV5, these original nationality names, like mushrooming sports brands, have also become "Chinese famous brand." After Anta, come to the fore Erke, Xtep and 361 degrees also listed on the main board of the Hong Kong Stock Exchange, the company's total assets of up to several billion yuan. Chill hit However, many self-reliant "grassroots" sports brands, pioneering territories in major cities in China, can not hide their emptiness - due to the lack of adequate product innovation and technological innovation, these numerous brands will soon Into a homogeneous competition situation. If you look closely, at any commercial street above the county level in China, you will find that all these amazing sports brands are strikingly similar: the same price positioning - concentrated in the mid to low price range; the same regional market - Second and third tier cities; homogenized products - similar product performance and appearance; the same promotion model - mainly to promote awareness (advertising + celebrity endorsement), and so on. Even in the brand name and logo, you can always more or less find the shadow of well-known brands: Kang Ta in ANTA, Rui Ke to Pick and so on, and even the outstanding performance of Xtep and Pick are also more or less By the light of international brands: the special steps to Reebok, Pick in Nike (Chinese name word difference), etc., these all reflect the traces of follow suit. Of course, at the beginning of the brand establishment, it is a good idea to use successful models of successful brands, track tactics and quickly attract the attention of consumers. However, in order to win an invincible position in the brutal market competition, these reputable China Sports brand, you must come up with more convincing real material Caixing. The financial crisis that originated in the United States and swept the world has left the fiery sporting goods market feeling the coolness of winter. Although Chinese sports brand leaders Li Ning and Anta both surpassed their outstanding transcripts in the first half of this year, the weakness of Nike, Adidas, Reebok, Converse, Umbro and other brands of world sports brands is like an early warning signal. Test the Chinese sports brands, especially some second and third tier brands. By the impact of inventory remains high, a number of international brand agency business can not afford a lot of money due to be occupied, the initiative has already begun to retreat. As Nike and Adidas in the Mainland's largest agent, Belle's performance in the first half was almost dragged down by the sports brand, the first half net clearance shop 346; recently, Adidas, Nike, Converse and many other international big-name agents Daphne has announced that the Full withdrawal from the sports brand agency business. Jian Zhijian, Zhejiang Province, a smaller sports brand agent Jian Li, because of the financial chain rupture and bankruptcy. In fact, not only distributors, some Chinese small-size sports brands that once enjoyed a fame on CCTV5 have not been able to keep pace with the market because they can not resist the impact of leading brands such as Li Ning, Anta, Xtep, Pick, 361 Degrees Livelihood and worry - from last year so far, in Jinjiang, known as the shoes, almost every week, the closure of shoe closures. Obviously, in the market of sporting goods for China, which has bid farewell to the Blue Ocean, the magic bullet of the original "horse-drawn scoop" has lapsed in the market under the impetus of the "Matthew Effect", which is stronger and weaker. The turning point If these brands still want to stay in people's eyes, they must make a change - take a differentiated development. For second- and third-tier brands that are not yet stable, creating a new concept market or a niche market will be an ideal choice. This method has been reflected in Puma, the United States New Balance, An Dema, and KAPPA and other operating trends in China have been reflected. 80s of last century, once in Europe to do anything they want, Puma, due to Nike and other rising star of the strong impact of losing ground. Fortunately, its leaders found a new way of "fashion" for this brilliant "sneaker." While other sports shoes brands are trying their best to develop more and more specialized sports shoes for all kinds of sports, Puma has invested in new designs and re-emerged in the world of fashion design and life shoes Top three. The New Balance, An Dema is a successful example of market segments. Under the leadership of run-love marathon runner Jim Davis, New Balance employs itself as an overlord in the running shoes market in the United States and around the world, without any spokesperson, due to his tireless pursuit in the running shoe market. An Dema in the high-performance tight sportswear market, with 70% market share, far away from Nike and Adidas, one year away American football shoes 1/4 market. In the past three years, its sales and profits have increased 78% and double respectively. Nike stock price performance over, as Wall Street is the next Nike. In China, such a differentiated survival law is also fulfilled. KAPPA, which has similar fashions with PUMA on the fashion label, decides to give up the image of the professional sports brand in the Chinese market under the operation of Chen Yi Hong, the former president of Li Ning. Out of a fashion movement that combines fashion and sports, Concept, its bright colors and novel style, a change of brand black and white pop, such as the rapid spread of the virus, the successful capture of countless young Chinese personality flaunt. Peak is about to be listed in Hong Kong, but also by virtue of its persistent pursuit in the field of basketball, from a small Chinese brand by the NBA closed to grow to have Battier, Artest, Kidd and many other well-known NBA athletes endorsement Of "China's first basketball equipment brand." The Battier series, the Kidd series and the Artest series launched by Peak not only make a significant contribution to its gross profit margin, but also further enhance its brand name. For Li Ning, Anta, the leading all-sport brand, internationalization is its next stop. Zhang Zhiyong, CEO of Li Ning, said that today's sporting goods market has come out of the simple "CCTV + celebrity endorsements" era, the next competition will be the performance of the product, technology content and design, and ultimately, a brand How much cultural tension, how strong brand personality, will determine how far it can go. Basketball and individualistic American culture, Nike beat Adidas, Reebok, Puma and other established sports brands, becoming the number one player in the world. Adidas is by virtue of football and its steady personality, allowing it to re-show the king's demeanor. Next, what Chinese sports brands need is exactly how to showcase their own brand culture and label their own personality. Li Ning began to bet badminton with strong oriental cultural qualities as an international weapon. Anta tried to impose a brand of tennis on his own. Can they knock Nike and Adidas out of action with these two clear-cut movements?