Rules Classification Of Sports Brand Marketing
"What is the difference between XTEP and 360 degrees, KAPPA and so on?" A sharp question to Ding Shuibo, the head of XTEP. This embarrassing problem reflects the confusion of most people on the domestic sports brand. How can we tell the story of the brand? How can we impress the consumers?
泛泛而言，运动品牌们也有自己的规则。
Generally speaking, it can be divided into two main camps: one is professional sports oriented sports brand, the other is to provide professional sports equipment, such as Nike, Adidas and domestic brands such as Lining, Anta and so on. Their marketing methods are sponsoring sports events, asking sports stars to speak for themselves, while the other is positioning the fashion sports brand, taking fashion elements and entertainment stars as their brand characteristics. The international brands PUMA, KAPPA, XTEP and 331 degrees belong to this category.
But from daily marketing, we can still see the intersection.
From the product line, positioning the brand of fashion sports will certainly exert strength on some sports equipment.
For example, XTEP will focus on football and tennis; 31st degree has come to the top of the Chinese badminton team; KAPPA emphasizes tennis.
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