Overall Redesign Enhances The Gold Content Of Local Sports Brands

In the "brand building movement" of the local sports brands, the rapidly developing domestic market provides opportunities for the prosperity of the brand and the growth of the performance. However, it concealed the market situation facing the shortage of local brands due to their "insufficient gold content": Nike, Adidas and Reebok are the first international brands to monopolize the high-end market, while the local brands, except Lining and Anta, are firmly in the middle end. For the remaining majority, they can only abandon the middle and high-end market, and focus on the "middle class" market.

* the same price positioning -- concentrated in the middle and low price range.

The same regional market - the two or three line cities are the main ones.

Homogeneous products -- the same product performance and appearance.

* the same promotion mode is mainly based on popularity promotion (advertising + celebrity endorsement).

After the end of the "licensing era", the market has entered a stable development period. Whether the traditional advantages of the local enterprises in the price and channel can make up for the inferior brand image; whether the processing capacity based on the foundation can make up for the lack of R & D design ability; the situation is not optimistic.

In the past, only the promotion mode of brand promotion has created brand awareness, but failed to establish brand preference and brand loyalty, but also lack the brand premium capability.

One of the important reasons is that the lag of the overall design capability as a congenital root causes a serious restriction on the subsequent development of the brand. The overall lag of the brand connotation and product performance leads to the internal and external disrepair of the brand.

Therefore, the overall redesign of the brand will be the prerequisite to enhance the gold content of the brand and make the local brand "encirclement" in the new round of competition. It is also the key point to break through before the brand's dissemination and promotion.

Product redesign - I shape myself.

We know that brand building must be based on solid products, and many local enterprises will create famous brands ahead of time when the product foundation is not strong enough.

The product has no core in technology and lacks individuality in appearance. Consumers can imagine the brand image of products that still have gaps in functional interests and product appearance.

In the future, reshaping "self" will be the focus of product redesign.

1. core technology: building "unique weapon"

Take the sports shoes with the highest technical content as an example, international brands have the unique weapons for consumers, such as Nike's MAX AIR, ZOOM AIR, SHOX and other technologies; Adidas's foot and foot technology, A3 technology, Reebok's PUMP technology, etc.

On the basis of these core technologies, we build our own product mix, and configure these core technologies on high-end and core products to create a leading image for products and brands, while for low-end products, we do not configure these technologies to create technology scarcity for products and brands.

In contrast, most local brands, because of their lack of these unique technical concepts, are generally considered to be "ordinary" sports shoes with low technical content. They can not be compared with international brands with special functional interests, especially for deep sports enthusiasts.

Therefore, the local sports brand, especially the professional positioning sports brand, must design and create a "unique weapon" that can go all the way in the field of technology as soon as possible. This will be an important basis for changing the consumer's cognition and enhancing the gold content of the brand.

2. product appearance: building personality style

Whether sports shoes or sportswear, apart from brand logo, the appearance and style of local brand products are basically the same.

One of the most prominent phenomena is the lack of design. Many local brands follow international brands and rely on plagiarism, imitation and low price to seize the market. Even though some famous brands have many traces of classic styles such as Nike, Adidas and Reebok, many of them are completely copied.

Another phenomenon is the lack of personality style in the appearance design of the product. Taking the sportswear, which is more difficult to design and creative ability, for example, it is more difficult to design the product with the difficulty of technology. In terms of styles, fabrics, coloring, printing patterns and decoration accessories, most of the impression is that the design concept is not clear, the style of design is not stable, the form of expression is not creative, and there is no way to form a unique style of its own products.

Here we can learn from the successful experience of SANSUNG on mobile phones. Although the status and role of technology in the mobile phone industry is more important than the sporting goods industry, the core competitive advantage of SANSUNG is embodied in the personalized product design.

SANSUNG has set up many design institutes such as Innovative Design Lab of Samsung and so on, so as to make product design and breakthrough as a breakthrough point and catch up with international giants such as MOTOLOLA rapidly.

Because of the lag in product design and the lack of attractive technology concepts and individualized product styles, local brands are not likely to focus on products, so they can only skip products and create brands directly.

However, the early promotion of advertising and celebrity endorsement for almost all brands does not allow consumers to form cognitive preferences and brand loyalty to brands.

As a sports brand, whether consumers can experience the sports spirit behind the brand, whether the brand connotation and consumers' minds are relative to each other is the essence of shaping the brand.