Not long ago, the case of the dispute between the American basketball star Michael Jordan v. the Chinese sports brand Qiaodan Sports Co., Ltd. caused public concern, and the “clothing time†also conducted an interview after the incident occurred. However, after Jordan’s lawyer filed the complaint with the Shanghai Second Intermediate People’s Court and was accepted, there has been little progress on the matter. A month later, some media reported that the amount of the right to name the lawsuit was 50 million yuan***. However, the media did not respond positively to Michael Jordan and Jordan Sports when they confirmed the claim. "We don't respond to digital issues," said Jordan Sports and Public Relations. "For Jordan, since the case has entered the judicial process, then it is not necessary for us to comment too much on this matter. At the time, we will hold a press conference to inform the media about the situation.†Prior to this, Michael Jordan stated in a statement: “The purpose of this lawsuit is not the economic appeal but the purpose of the right to my name. Protection is a matter of principle. I plan to use any economic compensation that may be obtained in litigation for the development of China’s basketball career.†“Clothes Times†reporter recently learned about Jordan’s sports apparel stores after several Jordan clothing stores. Whether the sales were affected or not, the answer was "nothing is affected."
This lawsuit has been full of lawsuits and many controversies. Presumably this lawsuit will be a long and complicated process. We will only wait and see how the lawsuit will end. However, through this lawsuit, we can find that Chinese local sports brands are worth pondering on the road to development.
Advertising Marketing Creates Reputation In recent years, many well-known domestic brands have emerged in the field of sports products in China, such as Li Ning, Anta, Xtep, Jordan Sports, Peak, etc., whether they are TV commercials or outdoor advertising. Sports brand figure. Gradually, these brands have become well-known brands, and annual sales can not be underestimated. According to relevant data, as of the end of 2011, the total output value of China's sports industry reached more than 222 billion yuan***, of which the sporting goods industry was the largest, accounting for more than 80%, and the apparel industry was the fastest growing in the sporting goods industry. One of the fields. It can be seen that these local brands have developed extremely rapidly in the field of sports apparel in recent years.
There are two reasons for this. First, reasonable price marketing. Most of these sports brands use the second and third tier cities as their main marketing positions. Consumers in these regions do not have high brand loyalty. They value products more importantly. Therefore, reasonable prices, qualified quality, and high coverage of stores have attracted many consumers to the brand.
Second, high-frequency advertising marketing. It is not difficult to find that the marketing methods of local sports brands are strikingly consistent - relying heavily on sponsoring sports events and inviting celebrity endorsements. From Anta's first flagging brand flag, Kong Linghui said, "I choose, I like it." The important domestic sports events and well-known sports stars have become the goal of sportswear companies. The CCTV Sports Channel, from the title of the news program to the sponsorship of sports events, has almost all the sports brand. Sponsoring sports competitions and inviting celebrity endorsements is the most direct way to expand the influence of domestic sports brands. In view of the strong promotion of the 2008 Beijing Olympic Games to the domestic market, many sports brands are now placing their hopes on this year's London Olympics. Jordan Sports will provide the London 2012 Olympic Games with the two teams representing Turkmenistan and Mongolia. 361° has teamed up with CCTV Sports Channel to create a series of 361° “London Action†series of promotion programs. This is the report item of CCTV's launch of the 2012 Olympic Games with the earliest form, the most abundant form, the most varied content, and the longest period.
Combining the thrust of the above reasons, local sports brands came from behind and even listed a number of listed companies.
The popularity does not mean that the influence of local sports brands rely on a strong propaganda offensive and market advantage has achieved a certain reputation, but it is difficult to say that it has formed a brand influence.
Just as Michael Jordan announced that he would sue Jordan Sports for allegedly infringing on his rightful name, this "true and false Jordan" dispute has revealed some brand risks. In the listing prospectus of Jordan Sports, the first thing to say when clarifying the "risk factor" is that there is no relationship between "Michael Jordan" and "Michael Jordan." Jordan Sports further emphasizes, "Although it is stated, some consumers may still associate the issuer and its products with Michael Jordan and thus misunderstood or confuse, and hereby draw investors' attention." In other words, in fact, Jordan Sports has foreseen the risks that may arise from brand names. Some consumers heard the lawsuit, could not help but exclaimed "Originally Michael Jordan and Michael Jordan have nothing to do with it."
It can be seen that the influence of Chinese local brands is far lower than that of brands. If brands can arm themselves and have their own brand culture and charm, how can consumers not buy it? Presumably, rational consumers will not pay for a person's name.
In order to expand influence through cultural and technological marketing, local sports brands take the route of “encircling the cities from the countryside.†Because for a long period of time, the second and third tier markets have always been the blank spots ignored by foreign brands. The local sports brands are also Rely on this blank spot to grow rapidly. However, in recent years, with the improvement of consumerism in the second and third-tier markets, consumers have become more rational and critical, and foreign brands have also turned their attention to this market they once ignored. The person in charge of Adidas said that more than 1,000 stores will be added in 2012, and the main stores will be located in the second and third tier cities in China. This argument led directly to the fact that local brands and foreign brands that had originally fought each other became somewhat "head to head". The sinking of channels for foreign brands has made the market advantage of local brands no longer apparent. At the same time, the global consumer market is shrinking, raw material costs have risen rapidly, and domestic CPI and labor costs have also increased rapidly. All of these are squeezing the profit margin of the entire industry. As in the past, it is difficult to expect only sports marketing and low-margin sales. Bigger breakthrough.
At present, some local sports brands are still in a weak state. They have just walked through the era of profit from processing, OEM, and cheap labor, and the next thing they face is how to make their brands have vitality and how to make the brand transition from a high-speed development period to a stable one. Aside from the competition between price and number of stores, brand influence has become the key to success.
Therefore, for a long time to come, Chinese local brands should shift their attention from expanding brand awareness to shaping brand influence. As a Chinese local brand, it can enhance audience loyalty and enhance brand influence from cultural marketing such as creating brand culture, brand connotation and brand features, with a view to becoming a truly local brand name.
In addition, behind the high-frequency advertising investment is a huge amount of capital investment, which also makes the brand profit is not as bright as it looks. Therefore, after the popularity has been expanded, local brands may consider investing more funds in product marketing such as product R&D and technology introduction, making their own product chains more perfect and their product performance better, and consumers are naturally more satisfied. As a result, consumers will not pay for certain stars, but will pay for the brand.
This lawsuit has been full of lawsuits and many controversies. Presumably this lawsuit will be a long and complicated process. We will only wait and see how the lawsuit will end. However, through this lawsuit, we can find that Chinese local sports brands are worth pondering on the road to development.
Advertising Marketing Creates Reputation In recent years, many well-known domestic brands have emerged in the field of sports products in China, such as Li Ning, Anta, Xtep, Jordan Sports, Peak, etc., whether they are TV commercials or outdoor advertising. Sports brand figure. Gradually, these brands have become well-known brands, and annual sales can not be underestimated. According to relevant data, as of the end of 2011, the total output value of China's sports industry reached more than 222 billion yuan***, of which the sporting goods industry was the largest, accounting for more than 80%, and the apparel industry was the fastest growing in the sporting goods industry. One of the fields. It can be seen that these local brands have developed extremely rapidly in the field of sports apparel in recent years.
There are two reasons for this. First, reasonable price marketing. Most of these sports brands use the second and third tier cities as their main marketing positions. Consumers in these regions do not have high brand loyalty. They value products more importantly. Therefore, reasonable prices, qualified quality, and high coverage of stores have attracted many consumers to the brand.
Second, high-frequency advertising marketing. It is not difficult to find that the marketing methods of local sports brands are strikingly consistent - relying heavily on sponsoring sports events and inviting celebrity endorsements. From Anta's first flagging brand flag, Kong Linghui said, "I choose, I like it." The important domestic sports events and well-known sports stars have become the goal of sportswear companies. The CCTV Sports Channel, from the title of the news program to the sponsorship of sports events, has almost all the sports brand. Sponsoring sports competitions and inviting celebrity endorsements is the most direct way to expand the influence of domestic sports brands. In view of the strong promotion of the 2008 Beijing Olympic Games to the domestic market, many sports brands are now placing their hopes on this year's London Olympics. Jordan Sports will provide the London 2012 Olympic Games with the two teams representing Turkmenistan and Mongolia. 361° has teamed up with CCTV Sports Channel to create a series of 361° “London Action†series of promotion programs. This is the report item of CCTV's launch of the 2012 Olympic Games with the earliest form, the most abundant form, the most varied content, and the longest period.
Combining the thrust of the above reasons, local sports brands came from behind and even listed a number of listed companies.
The popularity does not mean that the influence of local sports brands rely on a strong propaganda offensive and market advantage has achieved a certain reputation, but it is difficult to say that it has formed a brand influence.
Just as Michael Jordan announced that he would sue Jordan Sports for allegedly infringing on his rightful name, this "true and false Jordan" dispute has revealed some brand risks. In the listing prospectus of Jordan Sports, the first thing to say when clarifying the "risk factor" is that there is no relationship between "Michael Jordan" and "Michael Jordan." Jordan Sports further emphasizes, "Although it is stated, some consumers may still associate the issuer and its products with Michael Jordan and thus misunderstood or confuse, and hereby draw investors' attention." In other words, in fact, Jordan Sports has foreseen the risks that may arise from brand names. Some consumers heard the lawsuit, could not help but exclaimed "Originally Michael Jordan and Michael Jordan have nothing to do with it."
It can be seen that the influence of Chinese local brands is far lower than that of brands. If brands can arm themselves and have their own brand culture and charm, how can consumers not buy it? Presumably, rational consumers will not pay for a person's name.
In order to expand influence through cultural and technological marketing, local sports brands take the route of “encircling the cities from the countryside.†Because for a long period of time, the second and third tier markets have always been the blank spots ignored by foreign brands. The local sports brands are also Rely on this blank spot to grow rapidly. However, in recent years, with the improvement of consumerism in the second and third-tier markets, consumers have become more rational and critical, and foreign brands have also turned their attention to this market they once ignored. The person in charge of Adidas said that more than 1,000 stores will be added in 2012, and the main stores will be located in the second and third tier cities in China. This argument led directly to the fact that local brands and foreign brands that had originally fought each other became somewhat "head to head". The sinking of channels for foreign brands has made the market advantage of local brands no longer apparent. At the same time, the global consumer market is shrinking, raw material costs have risen rapidly, and domestic CPI and labor costs have also increased rapidly. All of these are squeezing the profit margin of the entire industry. As in the past, it is difficult to expect only sports marketing and low-margin sales. Bigger breakthrough.
At present, some local sports brands are still in a weak state. They have just walked through the era of profit from processing, OEM, and cheap labor, and the next thing they face is how to make their brands have vitality and how to make the brand transition from a high-speed development period to a stable one. Aside from the competition between price and number of stores, brand influence has become the key to success.
Therefore, for a long time to come, Chinese local brands should shift their attention from expanding brand awareness to shaping brand influence. As a Chinese local brand, it can enhance audience loyalty and enhance brand influence from cultural marketing such as creating brand culture, brand connotation and brand features, with a view to becoming a truly local brand name.
In addition, behind the high-frequency advertising investment is a huge amount of capital investment, which also makes the brand profit is not as bright as it looks. Therefore, after the popularity has been expanded, local brands may consider investing more funds in product marketing such as product R&D and technology introduction, making their own product chains more perfect and their product performance better, and consumers are naturally more satisfied. As a result, consumers will not pay for certain stars, but will pay for the brand.
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