Overseas Sports Brands Enter Chinese Brands

Sports events have always been the focus of sports brands at home and abroad. They can use their outstanding performance to show their brands in front of audiences around the world. It is an advertising opportunity that any business is not willing to give up. In the past, for a long period of time, those well-known sports shoe brands abroad were not very interested in Chinese domestic events. Their attention was more focused on international competitions. However, when they discovered that the Chinese people's consumption potential for sports shoes far exceeds their own imagination, these foreign manufacturers do not hesitate to advance into the Chinese top domestic market. Before the National Games was Li Ning's world, looking ahead, where is not the sign of a fiery banner? Today, the symbol of passion and honor seems to fade from our eyes. More and more Nike and Adidas logos on the field not only make our national brands more and more ugly, but also show us a serious fact. : Foreign brands are advancing in depth, and the development of national brands will become increasingly difficult.

Which brand of sports shoes the participating athletes wear is a commercial activity, and the law does not stipulate that the National Sports Bureau cannot buy products from other countries, but when Chinese own athletes wear foreign brand sports shoes, apart from the emotional distress of the national race, Should our national enterprise also reflect on itself?

We have been fortunate that most of the foreign brands are positioned high-end, this situation makes local brands have made achievements in the low-end. However, if foreign brands gradually put down their high heads and march to the low-end market, what should Chinese companies use to save themselves? Where is the way out for national brands?

To grow, you must see your own flaws. Compared to those foreign famous brands, our national brand is undoubtedly in a disadvantageous position. First, the design ability and technology content can not match foreign brands; followed by the main performance of wear resistance, folding resistance and comfort. There is a certain gap between the indicators and foreign brands; once again, marketing tools are too single and market segments are not clear enough. Under such circumstances, how can our national brand change this embarrassing situation?

Some people say that in this era of drastic changes, change is the only constant truth. The only way for national brands to break the current state is to change. The success of the company, the importance of brand competitiveness is self-evident, and the competitiveness of the enterprise is ultimately reflected in the competitiveness of the brand. Strong brands need material support. Technological innovation and quality improvement are the most powerful support for brands. Without technical innovation and genuine quality, brands will not have long-term competitiveness and they will not be able to maintain the brand's lasting advantages. However, our enterprises often overlook this brand's fundamental reliance. These companies are affected by the successful promotion model of foreign brands, and they always follow the “outer packaging” route, and even create “celebrity endorsements + CCTV five sets”. grand occasion. According to industry estimates, last year's domestic sports shoes accounted for about 8% of the company’s sales. However, with such a large investment, how is the reaction of consumers? The actual effect is disappointing. More than half of the sample surveys have doubts about the quality and technology of these so-called "star shoes."

Zheng Zeyun, deputy chairman of the China Sporting Goods Federation, once said that not to mention smart products such as Nike and Adidas, Chinese companies can hardly belittle them. Even OEMs are only targeting certain categories with slightly lower technology content. He also gave a data, this data shows that: the local brand of sports shoes is generally about 40,000 times the folding endurance, and abroad can usually reach 80,000 times. Can our entrepreneurs see the difference from this passage? This gap alone cannot be compensated for by advertising alone. Our difference lies in innovation and quality. This is the top priority of brand competitiveness.