PEAK Lining Stores Closed Frequently Discuss Why Domestic Sports Brands Lack "Endurance"

< p > in the first quarter of this year, PEAK sports, a famous local sports brand, closed 125 stores due to high storage pressure.

It is worth noting that since the end of 2011, PEAK has begun to cut its sales outlets.

There were as many as 1323 outlets in 2012.

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< p > it is understood that the current situation similar to PEAK also includes Lining, Anta, 331 degree and other domestic sports brands.

Especially the Lining brand, net loss in 2012 nearly 2 billion yuan, the lowest since the listing.

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< p > in fact, compared with the famous international brands such as Nike and Adidas, apart from the Olympic Games and the world cup, they will also look for some sports competitions which are widely concerned worldwide and have short matches.

For example, in the five major European football leagues, the four major sports league in the United States, the four grand slam and other international competitions, Nike and Adidas products can be seen everywhere.

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On the contrary, the consumption enthusiasm of domestic sports brand mainly erupted during the 2008 Beijing Olympic Games. Although a large amount of consumption demand was generated at that time, however, after entering the post Olympic era, the domestic sports brand gradually lacked the effective brand management ability and the follow-up marketing means.

Although they have invited several Chinese and foreign sports stars to speak for them, their influence and commercial benefits are far from enough to achieve expectations.

In fact, this is not the star influence is not big enough, the real reason is also the lack of competitiveness of domestic sports brand.

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"P", in today's competitive homogenization and high inventory, we need a unique brand competitiveness.

The essence of a brand is a gene that can not be duplicated.

The core connotation of brand is differentiation and commitment.

The value of a brand lies in providing a unique competitive power so that enterprises do not fall into the quagmire of homogenization competition.

The unique competitiveness makes consumers make a unique choice. The more intense competition is, the more unique competitiveness is needed. Therefore, brand is the result of performance.

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Specifically, merchants should further invest more in establishing brand positioning, ensuring product quality, highlighting sports spirit, forming a perfect plan, and striving to integrate products into famous events with high attention and short interval, and expand the influence and form brand culture at the same time. P

For example, the Real Madrid team is Adidas, and its old rival Barcelona must be Nike. Then Lining should at least try to print his LOGO into Atletico Madrid.

Only in this way, the brand's international reputation and influence can be guaranteed for a long time, and business resources will continue to flow.

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"P" undeniable, the successful hosting of the Beijing Olympic Games not only made the Chinese sports soar to an unprecedented height, but also made the domestic sports brands unimaginable success.

However, just as the success or failure of the athletic field is constantly changing, the sports brand can never be lost forever.

Because of this, PEAK, Lining, Anta, and 31st degree - it is time for them to seek change.

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