Shishi Sports Leisure Clothing Enterprises: Positioning And Persistence

A brand is lonely, the two brands are harmonious, N brands are tragedies. Nowadays, the phenomenon that N brands compete in the same field is so common that many enterprises themselves do not know how to locate themselves. "In fact, some enterprises are also very embarrassed, and it is hard to have a good idea. As a result, looking at the market, their positioning is actually" Shanzhai ".

Fei Lin (China) Co., Ltd. is responsible for the planning of the manager Lin said that the enterprise positioning itself is like building a website, it is hard to think of a good name, the result of Baidu, the same, similar, cottage website hundreds of thousands.

Nevertheless, in the increasingly fierce competition of homogenization,

"It is becoming more and more difficult to locate accurately now."

For example, sporting director, sporting director, a sporting goods manufacturer in Beijing, has made an accurate positioning of the brand in the sporting goods world, the trend of kappa in the mainland.

When Nike and Adidas occupy the traditional sporting goods market and Anta led the "Jinjiang Department" coming back to the top, kappa is consistently consistent, persisting in the fashion movement, and throwing away the marketing model of the existing "sports star endorser + CCTV advertising". "We can say that kappa China's positioning and marketing is second to none in China."

In addition to kappa, XTEP, one of the "Jinjiang Department" lines, is almost the same as kappa. Similarly, when Anta, 361 degree or PEAK play sports stars, XTEP plays "entertainment marketing" and insists on 10 years, although XTEP now relies on sponsorship of Bermingham to enter the pure competitive sports field, but the entertainment quality does not change.

　　 “对于石狮很多鞋服企业而言，在定位方面最大的缺点就是没有坚持。”业内人士方先生介绍，真正做大做强的企业很少三四年就换一个定位，但在石狮换定位就很普遍。一方面，是企业在发展过程中遇到困难，希望通过所谓的“升级”来转变更适合市场的定位;另一方面则是跟着潮流走，见谁的销量好、市场影响力大，就拷贝谁的定位，而这样做的大多数结果是“四不像”。“石狮鞋服企业一定要找到适合自己的精确定位，一旦确定不要轻易动摇。”方先生认为，找定位、做品牌，贵在坚持，“在市场竞争日趋激烈、可食的市场蛋糕分量越来越少时，没有多少机会给石狮企业不停地改变定位。”在方先生眼中，威兰西女裤、凯胜以及卡宾等石狮品牌找到了自己的精确定位。