Explore The New Marketing Of Sports Shoes In Jinjiang

Marketing example: the whole booth is arranged like a "space capsule", immersive and full of sense of science and technology. In the just concluded 22nd sports Expo, when domestic and foreign sports brands "pile up" the Olympic theme one after another, hidelung from Jinjiang, however, played a "science and technology card" with ingenuity, which attracted the attention of the industry. The success of technology marketing can be described as a success. Since the brand concept of "Xide Dragon Technology" was launched in 2006, in April 2007, the sports equipment research and development base jointly established by Xide dragon and the State Sports Administration was officially established. In September 2007, hydron signed a contract with Professor Sun Yining, a researcher and doctoral supervisor of Hefei Institute of intelligent machinery, Chinese Academy of Sciences, and initiated the model of scientist endorsement. In addition to the landmark foot window balance system, there are nearly 10 scientific and technological achievements to meet with the public. The sports technologies to be launched by hydron include: natural slope assist balance system of sole, shock absorption "Taiji" balance system, anti eversion force buffer balance system, anti varus force buffer balance system, "piranha" anti slip friction balance system, cushion "Zhong" balance system, all-round fit balance system, "Dragon Shield" toe impact protection balance system“ "Butterfly buckle" external binding pressure balance system. Like xidelon, the brand of children's products in Quanzhou has also developed a new way to carry out "scientific and technological marketing". It is understood that a few days ago, karting children's products Co., Ltd. and South Korea's nanux company have formally formed an alliance, and the two sides will jointly invest in building the "3A" laboratory, which is the most advanced in the domestic children's shoes industry. At the same time, South Korea nanux and Cardin also jointly launched the "multifunctional complex nano antibacterial technology". In the fierce competition in the domestic children's shoes market, Cardin tries to find the "blue ocean" of the market with the help of "scientific and technological marketing". As we all know, "fashion" and "professional sports" are the two main "camps" of Jinjiang Sports brand. Tebu and Delphi are the typical representatives of fashion sports, while Anta and 361 ° are the leaders of "professional sports". At that time, how was the sports brand still occupied by Jinjiang? This has become a problem faced by many sports brands in Jinjiang. It is in this context that the concept of science and technology has become the "new continent" that Jinjiang Sports brand is trying to find. People who understand the history of Jinjiang Sports brand development know that the concept of science and technology is not the first one of Xide dragon. As early as 2004, Hongxing Erke tried to play the technology card. However, it soon came to an end, and returned to the road of professional sports, and launched the brand concept of "to be No.1". Like Hongxing Erke, the brand positioning of Xide dragon has undergone several changes. At the beginning of his term, Cai Zhenlong was the first professional representative of the national team. Around 2003, Jinjiang Sports Brand "fashion trend" is strong, Xide dragon also tried to take the fashion line, and hired Guo Fucheng to speak for it. From sports to fashion, and then from fashion to technology, we may see the process of constant "correction" of the brand positioning of Xide dragon. However, it is still uncertain where the technology will lead the company. Compared with the appeal of fashion and the passion of professional sports, science and technology give people rational and calm brand association. For the scientific and technological positioning of sports brands, domestic marketing circles have been controversial. It is true that the concept of science and technology can enhance the added value of sports brands, but it is difficult to impress consumers and even have difficulties in communicating with consumers if technology is regarded as the main appeal of brands. For the majority of young consumers, it seems not so easy to move them through the cold concept of technology. Perhaps it is to see this, Anta's technology marketing has been in the "tactical" level. Anta science laboratory is a classic "prop" of Anta science and technology marketing, and technology has greatly improved Anta's brand added value. However, it is worth remembering that Anta does not regard technology as a brand appeal, but takes the "never-ending" sports spirit as the brand soul. We don't know whether the concept of science and technology is "blue ocean" or "trap" for sports brand. But for Jinjiang Sports brand which is in the dilemma of brand homogenization, the road of science and technology marketing of Xide dragon is undoubtedly of positive significance.