Sports Brands Compete For Sports Stars Endorsement And Focus On Sports Marketing

P fast fashion not only rob sports brand stores, but also grab their spokesmen. Fast fashion is speeding up the layout and expansion, and has begun marketing sports through the means of sports stars, so as to conduct a comprehensive interception of sports brands. In the latest list of China's top 500 in 2013, only one Anta sports brand came on the list, and former giant Lining dropped out of the list. < /p >
< p > < strong > compete for sports star endorsement < /strong > /p >
< p > nowadays, the most popular sports brand is more than the tennis court. After all, Novak Djokovic, the world's top ranked player, has been robbed by UNIQLO for a year. A year ago, the Japanese high street brand UNIQLO signed a five year contract with Xiao De, successfully endorsing UNIQLO and its parent company Fast Retailing (fast Marketing Group) products. For small Germany did not choose Nike, ADI and other international sports brands, there is news that its endorsement fee up to 6 million U.S. dollars. < /p >
Before P, Beckham had endorsed the H&M of underwear series. At the beginning of this year, he chose the spokesperson on the tennis court to establish long-term cooperation with Thomas Bertic, the world's top sixth tennis superstar. < /p >
< p > whether it is UNIQLO or H&M, when it signed with sports stars, they announced that they would cooperate with stars to create a brand new sports series. But today, no brand has invested heavily in sports. In response, UNIQLO responded that the brand concept of UNIQLO is that it is suitable for life, and there are certain differences between casual clothing brands and sports brands. < /p >
< p > in the industry view, fast fashion focuses on the popularity of sports stars. Zhang Qing, founder of Beijing key road sports consulting company, said: "signing sports stars can quickly improve brand awareness, which is a typical marketing method of sports." < /p >
< p > < strong > divide the existing market < /strong > < /p >.
Less than P, Sanlitun's Nike store has been reduced from the previous two storeys to two floors. It has been reported that Nike will be replaced by H&M in China's first flagship store due to expire soon. < /p >
< p > according to statistics, last year, the total number of Lining, Anta, PEAK, 361 degree, XTEP and other sports brand stores exceeded at least 3000. Just when sports brands have closed stores, cleaned up stocks and contracted positions, fast fashion brands have opened shop and attacked cities. Data show that in 2012 alone, H&M opened 399 new stores worldwide, 45 of which were in China. ZARA, H&M, UNIQLO and other ten fast fashion brands in 2012, China opened 399 new stores. < /p >
< p > in the view of the industry, sports have not formed a mature life style in China. Most consumers do not regard sports as a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a" as sports equipment, but regard it as fashion casual wear. In the face of the impact of fashion brands, consumers' loyalty to sports brands will be reduced, and the sports brand market will be easily discarding. < /p >
< p > Zhang Qing said that the boundaries between sports and casual wear are becoming more and more blurred. Fast fashion has a great impact on traditional sports brands. "Fast fashion reaction chain is faster, and retail terminal experience has also been done well, so as to divert part of consumers who are not very satisfied with functional requirements of sports apparel." < /p >
< p > < strong > focusing on sports marketing < /strong > < /p >
< p > sports marketing is a common marketing method. Coca-Cola, McDonald's and many other famous brands have used sports marketing to seize the market. Sports stars are well known and have high popularity, especially tennis. They have a large market in the world. Independent a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > commentator Ma Gang believes that sports stars can narrow the distance between brands and consumers and enhance intimacy. At the same time, people who like tennis are more interested in fashion groups, which is more in line with fast fashion customers. < /p >
< p > Zhang Qing said, "especially in the second tier cities, sports brands are greatly influenced by fast fashion. On the other hand, it confirms that sports have begun to influence the way of life of Chinese people. Fast fashion choice sports marketing and consumer communication, also shows that sporting goods itself has huge consumption potential. However, because sports products are highly functional, the main influence of fast fashion is sports and leisure market, and will not shake the foundation of sports brand. Therefore, in the view of Zhang Qing, sports brands should focus on the positioning of market segments and improve the speed and fashion of supply chain in the future development. < /p >