China's sporting goods industry will inevitably enter a subdivision reason Date:2014-04-15 10:54
China's sporting goods industry entered the cold winter, ushered in the adjustment period. How to develop in the future? Is it a cross-border transformation, or does it maintain the full strength of the product category or move to a professional market segment? Four distinguished guests from different fields of the industry conducted relevant discussions.
At the moment of the grand sports era, the traditional sporting goods industry is entering an adjustment period. Lin Jinzhang, executive vice president of Fujian Province Qiliang Sporting Goods Co., Ltd. pointed out that most of the leading brands in the industry have not come out with new marketing models in recent years, because management is becoming more sophisticated. Change. He believes that in the future sports brands will not only be refined in management, but also the market and products will be refined.
Hou Lidong, director of Brand Center of Quanzhou Sendi Passenger Garment & Weaving Co., Ltd., said that many Chinese sportswear brands used the full category of footwear as their main line of development. Today, the market is saturated. As An Tuo Dingzhong said, the market capacity will be several major brands. Carve up. At present, it is in this state. Then, where are the survival spaces of many small and medium-sized sporting goods brands? Hou Lidong put forward such a concept: In the future, from the subdivided categories such as basketball, football, and even outdoor sports, how can small and medium-sized sporting goods brands emerge from their own dominant advantages?
Also participating in the discussion were Zhang Wenlong, strategy director of Quanzhou Jingdao Brand Planning Co., Ltd., and Lu Menglong, director of clothing development at Shengshiwang Sporting Goods Co., Ltd. in Jinjiang City. They all think that the era of big sports has come and take the outdoors as an example. Lü Menglong believes that , China's outdoor market and foreign outdoor market are different due to the influence of cultural differences, and Chinese leisure and outdoor are prevalent. Zhang Wenlong also stated that outdoor leisure is more suitable for China’s national conditions. In China, outdoor is an upgraded version of the sport and it is a segment of the big sport.
In fact, the outdoors started with the extreme sports performed by a small group of people. Later, with the introduction of leisure and fashion factors, the concept of large outdoor was gradually adopted and the consumer groups gradually expanded. As far as the classification of sports is concerned, the outdoors that was unheard of by ordinary people more than a decade ago has reached a basic mature concept and consumption pattern. Similarly, more than ten years ago, the concept of sports for the Chinese people still remained on the shoes. Today, in the entire sports field, Anta has a full range of products, Xtep is famous for running, Peak is the main basketball player, and 361 degrees has an advantage in net feathers. It is said that many segments of the sport already have a basic market prototype at home.
At present, although the shoe-wear market is still dominant, and because excessive production leads to market saturation and triggers the industry's difficulties, not only full-brand brands are developing market segments, but also large-sports market segments such as outdoor markets are now To a relatively mature stage, even the outdoor industry is moving toward deeper segmentation. All this indicates that the era of China's great sports is coming. It is worthwhile to cultivate various market segments under the big campaign.
Why the industry must enter the subdivision?
1. Consumers dominate the market and move towards concrete image. Comparing the development history of domestic and foreign sports brands, we can find that, long before, Adidas and Nike had a focused category, and they became the spokesperson for football and basketball, respectively. The development road is accompanied by the fact that they attach great importance to product research and development. When the country is still popular in the era of travel shoes (in the 1990s), the damping technologies of Adidas and Nike shoes are already very developed. They use these technologies and feature points to capture consumer. Hou Lidong said.
Different from the era of travel shoes, Hou Lidong thinks that now is the consumer-led market. As the consumer demand becomes more imaginary, the Chinese sports market and the foreign sports market begin to exhibit certain common characteristics, and the market size will gradually increase. Sporting goods brands can find new opportunities for development. The fact that the industry is in the doldrums does not mean that sports products are not consumed by people. On the contrary, consumers are constantly shifting to more like directions and being diverted to various products. The movement is no longer a pair of shoes. A sportswear can solve the era of all occasions. What are the products that consumers really need? This is what the next-generation sports brands should pay attention to. Brands can go deep in this direction, meet the needs of certain consumer groups, and then develop horizontally. Hou Lidong said.
Although sports brands are moving toward homogenization, they have already had some unique features coming out. However, now consumers are increasingly looking at brands rather than products. If the brand is not the top of a category, then a big name may not be able to promote the purchase. This will be more prominent in the future, so brands must build their expertise to develop products that fit consumer purchase points.
2. Cross-border transition difficult industries need to develop in the direction of precision Lin Jinzhang emphasized that now the entire sports industry must return to rationality. In the past, brands aggressively carried out expansion of channels and continued distribution of goods, resulting in a backlog of inventory that was not adjusted in a timely manner. As a result, over time, from quantitative to qualitative change, it caused today's predicament and now must return to rationality.
Lin Zonggang returned from a number of market visits. He found that the sports market in the east China region has become saturated and tends to be flat in terms of outdoor markets, while the outdoor market in Urumqi is still in a period of rapid increase, with a large demand. Lin Zong deeply felt that the Chinese market was large and regional consumption was obvious. No brand could take over the entire market. He suggested that the brand should be a precision market based on its original genes. Now it must be subdivided and must be refined. No new marketing model has emerged in the industry's leading brands in recent years because it has embarked on the road to refined management. In fact, not only management must be refined, but also the product and brand positioning as well as the market need to be refined.
President Lin joined the industry from the budding of the sports industry. Along with the growth of the industry, he not only called on the industry to insist on a rigorous development path, but he also holds doubts about the behavior of cross-border men's wear that is now popular with sports brands: if not, Many factors, including the operators themselves have a deep understanding and grasp of the industry to be transferred, and the probability of success is not high. Lin always said. Of course, Lin did not completely deny this transition. In different periods, companies have different development models. We cannot completely negate the movement of sports brands to men's clothing. However, it is difficult to find precise things across the lines.
Lu Menglong, who is the product design designer, believes that such transformation is greatly influenced by consumer inertia thinking. In the consumer's impression, you are doing sports. Sudden transition to men's or fashion may not be easily accepted. In addition, such transformation is in fact equivalent to fashion cross-border. Once the cross-border transition does not keep pace with the fast-paced fashion, it is very likely that the transition will fail.
In contrast, Lu Menglong believes that the segmentation market has broad prospects and outdoor sports is an extension of the sport. Long ago, the sporting goods brand had been presented in series. At present, the Chinese and foreign brands that have been developed have become more differentiated and positioned, ranging from outdoor use to outdoor fashion, urban outdoor, mountaineering, adventure, rock climbing, etc. More and more, in the sports field, although it is not subdivided to such a fine level, it is also possible to see the efforts of some brands. For example, the Peak brand is based on basketball. When consumers mention the Peak brand, they think of basketball, but in fact, There are also football, net feathers, and lifestyles in the Peak brand product line. Therefore, if domestic brands can position the brand genes accurately and do a good job in the market segments, there is still considerable room for improvement.
3. The industry can only adjust its position in the past to find a position in the future. Can we adjust it? Zhang Wenlong believes that the most important thing is that the sports industry has brought the depreciation of the entire industry to the present day. He used the sewer theory to elaborate, and the water pipes ( The capacity of the market is so large that manufacturers continue to inject water (products) into the water pipes. One or two can still, but when most brands do so, the output is very alarming, and the faucets connected to the pipes have How many are open (terminal sales)? Over time, production backlog, serious homogeneity, vicious competition began, all kinds of price wars, and eventually led to industry devaluation. And in this process, companies have to give a steady stream of support to agents in order to expand. These supporters continue to extract the amount of corporate profits, and ultimately aggravated the difficulties of brand companies.
Zhang Wenlong proposed to do branding to be a subscription rate brand. The higher the subscription rate, the stronger the brand power. The brands with high subscription rates all have their own unique attributes. This attribute makes them stand out from the many similar brands and select them for consumers. Zhang Wenlong pointed out that sports will exist for a decade or a hundred years. It mainly depends on whether brands have a reasonable trader's mind. There are two viewpoints: one is to do category, and the other is to have their own attributes. He explained: The first thing in business behavior is to have products, then category planning, and finally there is a property that promotes the subscription rate. If not, we must have the advantage of category, the advantages of listed companies are more prominent, and the current cycling is also a More advantageous categories.
How does the industry enter the subdivided category market?
1. Brand tuning From the results of this study, we are all appreciative of changes in the direction of the market's consumption. This is a social and cultural-related evolution that is irreversible macroscopically, but some properties are fixed. Invariable, such as sports wind, outdoor wind, casual wind, such attributes. In the same way, branding is also perseverance, and branding determines the follow-up development path. This DNA has a process of precipitation and formation. If a brand undergoes a radical revision every time it encounters an epidemic, it will bring about the passing of past genes. And it takes a lot of effort to raise new genes, and it does not necessarily guarantee victory in new markets. Therefore, the four guests invited this time believe that brands must be able to endure loneliness, devote themselves to cultivation, and cultivate the market.
From the brand adjustment, Lu Menglong as a product development trader, he believes that as long as the brand positioning is accurate, it is easy to have their own gene expression, such as the Lions positioning for outdoor travel, it includes outdoor travel and outdoor life, just around this The wearing needs and experience of the two large consumer groups to develop related products are very good.
2. Category and product planning Zhang Wenlong believes that the so-called professional actually has two dimensions, one is horizontal, comprehensive, and vertical, do subdivision depth. In terms of the balance between the two, Lin Jinzhang believes that this is related to the company's strategic planning at different stages of development. During the cultivation of the market, he suggested that the single-item brands still have appropriate extensions to relevant products, such as Sendi's focus on cycling, but The appropriate riding equipment can be properly developed to enrich the product line and make up for a single defect. For the full-fledged brand, he said that the brand must guarantee the advantages of a specific field, let it speak for the brand, after the gene is nurtured, it can not be changed again and again, and it is necessary to constantly amend and strengthen, closely around this center Do marketing and continue.
Sendi Keh, director of the company, said that he is planning to enrich the product line of Sendi passengers. In addition, he believes that in addition to paying attention to consumers, it is also necessary to focus on promoting resources. Industry-leading brands have their own endorsement resources, such as events or stars, and the competition for these resources is fierce. In the future, whether the brand can grasp important promotional resources will have a great impact on brand marketing. Regardless of which market segment brands want to enter, it is best to be pre-emptive and take the lead in order to grab better resources and to have first-mover advantage.
3. Brand Marketing Lin Jinzhang, as a trader who runs the entire brand, believes that brand marketing must firmly hold on to the genes of the brand and present the brand's most unique culture. What stands out is that the brand, product, and culture have been combined into one. DNA attributes are indispensable. Here, he gave an example, a brand has a very authoritative right to speak in terms of official ordering (substantial product), but because the brand does not seize this opportunity, it will brand, product and culture. The combination of strong, efficient marketing, so the market reputation is not large, which also limits its development, which is the lack of marketing driven.
Zhang Wenlong said that to do market segments, we must be able to grasp the precise consumer's life cycle, consumption patterns, and can carry out marketing within the circle, this kind of marketing is especially suitable for cycling. Consumers use a combination of information to determine what to buy. For example, consumers may buy riding equipment. Some may buy jerseys from other brands, but most will still feel that I am a cyclist and wear it. Sendi passengers. At the same time, Zhang Wenlong pointed out that in the future, in the subdivided areas, the competition among brands is the competition of comprehensive forces, including the ability to operate brands, the ability to inquire into consumers, the ability to develop products, the ability to produce production costs, etc. .
4. Segment market should be vigilant to follow suit trend As an outdoor professional, Lu Menglong introduced that this year can obviously feel the cooling down in the outdoor market, in addition, the market has the phenomenon of consumption following the trend, the brand has followed the phenomenon of production. Looking at the entire Chinese market, it is no stranger to follow the trend. Lin Jinzhang pointed out that branding should take a differentiated development path, and it is necessary to build and cultivate the brand's own DNA in order to ensure that the market is evergreen.
Many brands have embarked on the road of homogenous development, which is not a good thing for the market. In terms of market segments, Sendi Houhou always stated that its consumption structure is far from mature, and it requires more patience to cultivate. He suggested that brands that joined the market segments cultivate the market together and emphasized that brands must build their own brand DNA for the long term.
Zhang Wenlong also feels the same way. He believes that from the perspective of business, the brand should be locked in a group. Even if only a small, accurate user base is spread across seven or eight provinces, it is impossible to open a store, share it, and stick to it. As the market matures and the market demand rises, the brand will naturally be able to keep a clear eye on the moon. Now that the market has been listed on the market directly from a certain category, the era of extreme profits in terminal survival has been and should be over.
In the results of this discussion, there are potential market segments in the future, including basketball, football, table tennis, net feathers, running, outdoor and subdivided categories. These areas can be subdivided as well as outdoor ones. Such as basketball and its protective equipment market and so on. The industry can be subdivided and subdivided, but it is fundamentally focused on product R&D, heavy consumer demand, and brand-specific attributes.
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