A brand is not the power overnight. Similarly, sports
competition in the market is bound to be a long-distance running, the
temporary leader does not ensure the final victory.
In the international market, Adidas was the king of this
market, but now Nike has begun to lead. In the Chinese market, Li Ning
has been thriving, but now
nike air max, with the ANTA, Pick, trends and special steps such as the Chinese sports brand's rise, the situation has become crowded.
It was Li Ning, China's market leader in the first
position after a painful loss of market, after a strong rise again. In
2009, China's largest sports brand sales of more than 8.0 billion, in
the Chinese market, second only to Nike surpass Adidas sports brand.
This year, Li Ning abandon the old LOGO, start a new design of the new
logo and new slogan "make the change", began to attack the Nike.
Ttemporarily behind the Olympic did not give up the pace
to catch up. Left from the beginning of this specialization and
internationalization of the Chinese sports brand, has been the
fledgling, highly motivated. NBA, from simple advertising to cooperate
with the team,
air max 90
to star in the endorsement, finally reached an official partnership,
and the formation of an international NBA players "TEAM", the Olympic
brand awareness, sales and profit margins are been a rapid increase,
has entered the second camp.
So how should a sports brand to the world? Lee Sang as
the answer is: "focus on national culture and to maintain breadth of
mind." Only with the cultural output, the cultural connotation of the
brand on the product, the layout of the international vision and the
integration of local culture, so that the power of the brand enjoys
popular support.
At this point, the choice of Olympic celebrity
endorsements have been confirmed: the signed endorsement of 12 NBA
players in the star, Jason Kidd, Shane Battier and so are Americans, for
the U.S. market; is Pietrus, France, concerned about Western European
markets; Vujacic Serbs, Chinese and the Eastern European market; and
Dikembe Mutombo are Africans, that the mysterious continent will also
be important Olympic international strategic pivot. Today, the Olympic
products through national distributors, has been sold to Japan, Korea,
Europe, Middle East and other dozens of countries and regions.
The products
air max ltd
can be international is not just sold abroad. International basis must
be professional and should be an international R & D and
international talent, resources, international marketing and
international sales channels.
Chinese brands have opened R & D center will be
designed to the world's largest sports brand Nike headquarters.
Recently, the ANTA contracted with Kevin Garnett of the machine
attempts to enter the overseas market. The Olympic in Los Angeles for
the establishment of U.S. subsidiary and research and development
design center, and is working with several large retailers in the United
States to discuss cooperation, the second half of this year is
expected to open for business in the United States. All these indicate
that China's domestic sports brand is gradually catching up the pace of
multinational brands, to the world.
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