National Brand Development Unique Skills --- Build A Flagship Store In The First Line Market

In the 90s of last century, foreign brands such as Nike and Adidas dominated the first tier cities. This monopoly led to the development of national brands in the two or three tier cities.

To enter the first tier market, the development of flagship stores has become a marketing strategy for many national brands.

The flagship store in Wangfujing is a typical example. Its biggest feature -- indoor basketball court, embroidery machine personalized customization service and other experience activities, has narrowed the distance between the brand and consumers.

In this regard, Lining responsible person said: "we strive to enable consumers to enter a store can feel the face of Lining culture, can touch and experience the characteristics of Lining's products, including design, technology, materials and other aspects."

Responsible person said that PEAK has always been committed to the development of more high-end, more professional products, starting in March this year, mainly in the second tier cities to open a small basketball shop, the main high-end products.

The strategy of national brands entering the first tier cities has made initial progress.

Li Ning Co sales revenue of 8 billion 387 million yuan, an increase of 25.4% over the previous year, replaced Adidas, ranking second in the mainland sporting goods market, second only to Nike. Anta's sales increased 27.6% last year, ranking fourth; PEAK's sales volume reached 3 billion 95 million yuan last year, with a growth rate of 51.6%, ranking fifth.

National brands continue to work hard in product R & D.

Zhang Tao, vice president of Anta Sports Limited, said: "Anta's research investment last year reached 200 million yuan, with more than 1000 R & D teams.

In addition, at the end of last year, the Anta sports science laboratory, founded 5 years ago, was awarded the national enterprise technology center and became the "national team" of China's sporting goods research and development.

To achieve this goal, PEAK public relations manager Hou Lidong said: "PEAK will set up an international business department in the United States, and then there will be its own research and development organization and marketing center.

The R & D center will introduce advanced talents and advanced technology and make use of international resources to make its products more scientific, more professional and more fashionable.

Enhance brand value

The sports industry is generally divided into 3 levels, one is the core level, the other is sports events, brands, stars and so on. The two is the middle level, which belongs to sports media, training and advertising, etc. three is the outer layer, which belongs to the sports industry manufacturing industry and related industries, such as casual wear.

Chen Shaofeng, vice president of the Cultural Industry Research Institute of Peking University, said: "China is very weak in the core layer, medium in the middle, and relatively developed in the outer layer."

"Therefore, if we want to continue to develop the national sports brand, we must enhance our brand awareness and reputation to a large extent."

Chen Shaofeng stressed that "China's sporting goods industry is very large, many enterprises develop fast, but the additional value is low, mainly the lack of large brand and sports brand design ability, the future goal is to develop and promote the brand."

Faced with this situation, national sports brands have launched their own brand strategy, aiming to infiltrate brand culture and ideas into consumers' minds.

The reason why PEAK has made such a great achievement in recent years is due to its own sports marketing mode. We will implement a consistent strategy to expand our brand awareness and influence through the integration and utilization of global resources.

We will continue to strengthen cooperation with the US basketball professional league (NBA). "

Hou Lidong said.

Anta formally signed the Chinese Olympic Committee in June last year, becoming the 2009 - 2012 Olympic Games co operative partner of the Chinese Olympic Committee and the Chinese sports delegation. It has won the awards and benefits of many international competitions including the Vancouver Winter Olympic Games, Guangzhou Asian Games and London Olympic Games.

Zhang Tao, vice president of Sports Limited, proudly said: "in the next 4 years, when all Chinese delegations go abroad to fight, they will wear the Anta award dress to the highest podium. Anta will be closely related to gold medals, sports and glory in China.