Three The "Non Olympic" Strategy Of Jinjiang Sports Brands Such As Sta Etc.

The "non Olympic" strategy of Jinjiang sports brand 9 and October are the peak period of the 08 spring and summer new products ordering meeting of Jinjiang enterprises. In the coming 08 Olympic Games, the sporting goods industry started the deployment and training before the "war". In the past one or two months, the reporter visited ten orders for large and medium sized enterprises, and found that the theme of the 08 spring and summer order of many sports brands in Jinjiang will be "08 Olympic Games". From the 08 to the decisive 08, the major companies from the new product planning to the channel construction and strategic positioning are closely related to the "Beijing 2008 Olympic Games".

While many Jinjiang sports brands want to share the Olympic Games, Jinjiang small and medium-sized enterprises represented by three sta have made a new way.

Is the Olympic attraction insufficient for them, or is there another reason for him?

Phenomenon: three Sida's "QQ" reporter learned that the "winning the 08 and winning the future" conference of the great birds showed a series of products of the Olympic concept. The flying canal's "canal wins the way Beijing color 08" at the order meeting, it further improved the "sports totem" before it was created, and totems were embodied in shoes and clothing products, and carried out in-depth docking with the Beijing Olympic Games.

In addition, in the middle of September, Kang Tai held the 2008 spring and summer new product ordering meeting.

Countermeasures: small and medium-sized enterprises should identify the "gap" in the market. Li Guangdou, CCTV brand consultant and brand strategy expert, said in an interview with reporters that whether or not an enterprise wants to play the "Olympic marketing" brand has no definite rules.

The key is to understand the situation and find the right market gap.

Li Guangdou believes that for small and medium-sized enterprises, in order to better survive in the market, at this stage, we must avoid confrontation with the big brands as much as possible. Instead, we should break the original competition order through the "plug in", break through the marketing difficulties faced by the latecomers, expand the big market, quickly surmount the strong competitors, and even become the leaders of the market.

"Like three STA, by grafting the brand resources of other industries, and creating brand with its own characteristics and culture, it can give people a bright feeling in the age when sports brands are in flood."

Li Guangdou said.

08 the Olympic Games will become a watershed. The major brands will occupy the gold shops, seize the resources of the games, and the advertising expenses will rise rapidly. A considerable proportion of the enterprises will run out of capital in the unbalanced state of investment and income, and some enterprises will become more difficult because of the backlog of these enterprises.

Finally, only 32 of the winners will get a good harvest in cost and performance returns.

Chen Shuhuan said that in this Olympic marketing war, the vast majority of brands will become losers, and winners can only be a minority.

Previously, three Shu has disclosed to the outside world that three Shu's position now is "international brand management". It will not create its own brand for the time being, nor will it smash into the Olympic Games before and after the Olympic Games.

In fact, Chen Shuhuan's mind has long been "abacus", although the self created brand will not be put into action in the short term, but it has long been included in his plan.