Growth Sports Shoes And Clothing Brand Return To "Product Era"

Now, sporting goods brand.

In the face of the market survival space of domestic and international first-line sports brands, the single point breakthrough of superior products can eventually become a sharp edge for enterprises to pry the corner of the market. Whether the single point breakthrough can comprehensively promote brand building is not yet known.

The industry believes that in the process of practice, products should have a selling point, not only for enterprises to improve their internal strength, ensure strong technical and design support, but also need to go out of the "self singing and acting" promotion misunderstanding.

Shoes that can be breathed, super soft cloth shoes, driver shoes, chef shoes, detachable board shoes...

Careful people can find that the billboards on the Chai Tai Road in Jinjiang are no longer as big as the stars and posters in the past, but rather a product show with varied patterns.

Behind this product show, perhaps, is Jinjiang's growth sports brand returning to the product competition.

According to the briefing, wild sports (China) Co., Ltd. has gone through 3 years of practice, out of a single point of breakthrough of the differentiation route - the main game will "breathe" breathable shoes.

It is reported that through this single breakthrough, last year, the sales margin of wild power company increased by 30% over the year before.

"Now that consumers tend to consume rationally, the wild brand will be a selling point with the function of" breathability ".

This selling point is not only limited to a category product, but a comprehensive extension. The whole category has "breathability".

Zhang Yiyu said that the whole category of products should be designed around the selling point. "In this way, the whole category of products has a unified style and selling point, which will enable consumers to have a deeper impression of the brand's" characteristics and enhance their brand value. "

It has been revealed that the wild technology has brought the patent technology of air permeability to every series of shoes products, and the comprehensive display of breathable shoes products has further deepened the selling point of ventilation.

The wild force strives to make the market of breathable shoes fine, big and strong, and set up its leading position in the field of breathable shoes.

In Jinjiang's growth sports brand, more than one wild family does this.

In the recent meeting of Pu Le road new product ordering, the company aimed at more and more car owners and launched more functional driver shoes.

"For the sports brand that needs to be mature, the sooner we take the product differentiation route, the more we will win the first-line development opportunities for ourselves."

Yang Kehui, director of outdoor marketing at PU Le Road, admitted that the market of sporting goods industry has changed from weight to quality, and consumers are gradually changing from the traditional concept of the old generation to the new generation of fashion and personality. This will force the participants to change.

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Double-edged sword

Of course, because the selling points of all kinds of products are often based on product functionality, this puts forward higher requirements for professional designers.

"Before, a product should have the feature of" breathability ". Now, around the comfort and health, all kinds of products need to be breathable. This requires brand enterprises to guarantee product technology research and development and design, which requires not only functional designers who are proficient in all kinds of products, but also a product plan that can refine product selling points.

Lin Shaoxiong, President of wild power (China) Co., Ltd.

As early as 5 years ago, the field began to obscurity in the development of single products. The breakthrough point they chose was the field of breathable shoes, which the industry wanted to do, but not very mature.

"The air shoes on the market, more concentrated in the local air permeability, ventilation effect is general, how to do the whole 360 degrees air, is the difficulty of our conquering."

Lin Shaoxiong said that his father spent two years exploring and researching, and breathable shoes finally came out at the end of 2009.

At present, the third generation of products has just been introduced into the market.

"Through the small batch production and sales, good market repercussions were achieved in that year. In 2010, we began to carry out regional promotion in Southern China and other places, and sales volume rose sharply.

This year, we simply stopped other footwear products, only to make breathable shoes. "

Lin Shaoxiong said.

At the same time, brand enterprises promoted by all kinds of selling points are facing higher risks than those with single product selling points, which is more like a double-edged sword.

Chen Shaojian, general manager of Cambridge shoes and Garments Co., Ltd., Nanan, Fujian, described the promotion of the whole category as a way to put eggs in the same basket.

"If the selling point is not recognized by consumers, the brand's whole category products must be overturned."

This is also recognized by Xie Lei, marketing director of China Australia (Fujian) Sporting Goods Co., Ltd.

"If the product selling point is not promoted well, it can not be recognized by the market and consumers, then the sequelae to the enterprise will be even more frightening.

However, if we can make consumers experience better products in the promotion process, the desire to purchase the two products will be effectively enhanced, which will have a subtle effect on strengthening brand image.

However, Xie Lei also believes that market breakthroughs alone rely on Star products, which are a bit weak. Selling products to the whole category will become the way for further development of the brand.

"It is impossible for enterprises to ensure that the star products are welcomed by the market in the first quarter, and consumers' preferences are different, so it will be difficult for single products to be stars all the time."

Product selling point return to brand building

Zhang Canrong, a brand marketing expert, believes that the shoe companies that sell all kinds of products are actually taking the road of branding.

"These enterprises have realized that it is not enough to research and develop a certain product, but also to do well in brand building."

"Please star endorsement, promote pan fashion, pan sports concept, this brand promotion method is too homogenous, and the brand can not be outstanding.

Therefore, these shoe companies have to sell the product as a selling point of the whole category, and then promote the brand selling point and realize differential competition.

Zhang Canrong said that each product category has its own characteristics, and how to combine the target consumer group demand point with the product selling point, and then enhance the brand selling point of the whole category, and become the place where the brand needs careful consideration.

"Consumers need apples, so brands give them oranges and oranges, and consumers can't get approval from them."

In China, Guo Hanyao, a real marketing expert of brand marketing, seems to have no doubt that the selling point of products is a marketing tool. However, the dissemination of product selling points needs to be implemented on the interactive experience of consumers. Enterprises should consider putting the essence of the selling points of products into the terminal, only through the windows and doors of terminal channels, consumers can experience products at the first time, accept products, deepen product memory, and finally form brand impressions.

The reason is very simple, "Ming Ming brand selling point is very good, but the headquarters brand product selling point often arrives at the terminal shopping guide mouth, has experienced the agent, the branch these intermediate channels, the product selling point has been seriously weakened, even to the terminal will be thoroughly shielded, this is the terminal intelligence support has appeared the fault."

Guo Hanyao said that in this case, the brand should strengthen the training of terminal personnel and strengthen the support for terminal intelligence, so that the selling point of products can really give consumers impression.