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Local Sports, Brand Innovation, Idol Endorsement, Take The Fast Lane

2012/2/25 11:32:00 16

Since 2000,

Sports shoes enterprises

In sports star endorsement, idol endorsement, product diversification development, sports sponsorship, store management, construction of industrial parks and other aspects have maintained an amazing "March".

Back in 1999,

Anta

With the way of "CCTV + sports stars", sales and rapid development are rapidly promoted.

In the following years, according to statistics, more than 40 Quanzhou sports brands imitated the "licensing" mode, and invited celebrities and CCTV in succession.

Besides, sports shoes enterprises are booming.

list

Sports also attracted the support and attention of the sports administrative departments and the government.

It is reported that Jinjiang has set up special funds to support enterprises' restructuring and listing, and the company can get at least 4 million of its financial subsidies on the market. At the same time, it provides comprehensive guidance and support to enterprises in terms of listing qualification, steps, risk assessment and economic research.

In response, experts said that although there are few sports shoes companies listed in Fujian, the strength of its listing is ample, and these shoe companies are not only highly qualified, but also after years of preparation, their understanding of the capital market has also strengthened a lot, and their capital operation capacity has also greatly improved.

Brand is the soul of an enterprise and an intangible value beyond products and other entities.

Consumers' brand image is closely related to brand awareness, identity, reputation and loyalty. It is an internal force that can bring benefits to enterprises and consumers.

Therefore, Anta's sports marketing communication means arises spontaneously; at the same time, CCTV-5's professional sports media platform is the first choice for brand value pmission tools.

The signing spokesperson also opened the blue sea door for Anta to focus on sports marketing.

Since 1999, spokesmen have athletes such as Kong Linghui, Battelle, Wang Hao, Feng Kun and so on. Their sportsmanship and sports values have brought vitality to Anta brand value.

Domestic professional sports brand PEAK CEO Xu Zhihua said, "in the face of rising prices of raw materials, enterprises can not simply shift the cost pressure to consumers, but also start with brand building and value-added products, so as to enhance the bargaining space and enhance the risk control ability."

And industry experts say that "in the context of rising costs and increasing competition, brand value competition has become the ultimate competition among enterprises. Enhancing brand value has become the way of survival for today's enterprises."

In China, many small and medium-sized shoe enterprises have launched their own brands to realize their self-worth. They have asked the image spokesperson to publicize and promote the brand, so that they can not only build the brand, but also better establish affinity with consumers.

For small and medium sized shoe enterprises, with the popularity of technology as the backing of their own brand, I believe that it is a way to break through this idea and cater to the consumer psychology.

Nowadays, with the fierce competition in the market, more and more shoe enterprises are facing the red sea of homogenization competition, and shoe enterprises are looking for new competitive strategies in order to break through this deadlock.

Admittedly, celebrity endorsement can really bring shoe companies into the fast lane of rapid development. However, from the perspective of long-term development, there are many unfavorable factors for celebrity endorsements, such as the high cost of endorsement, the instability of stars, and the visual fatigue of consumers caused by the spread of endorsements.