Running Shoes Marketing War, Selling Points Emerge In An Endless Stream, Comprehensive Upgrading

Following the 2012 IAAF Diamond League Doha station, May 17th, 2012 IAAF Korea Daegu challenge, XTEP signed the athletes, the former world championships and the Olympic 100 meter champion, and the American veteran Justin Gatlin once again wore XTEP war clothes to dominate the crowd.

Behind this victory, it is also concealed.

Running marketing strategy is successful.

On the other hand, from "I RUN my happiness" to "two feet and a pair of shoes can run out of the simplest happiness in the world", the running culture of the great bird has never stopped. All along, running out of happiness not only covers its running culture, but also highlights the brand connotation of the sport life of the great birds.

As a pillar brand of sporting goods brand, running shoes have been regarded as the battleground of all sports goods brands.

Every summer, after running into the hot season, all kinds of marketing patterns emerge in an endless stream, dazzling.

This year, the marketing competition for running shoes has been upgraded in a comprehensive way. From spokesperson marketing, event promotion to club interaction, there are various patterns, and the emphasis of each brand marketing has also been different, or selling function, selling fashion or selling culture, and the competition for running shoes market has never been more intense.

There are endless selling points.

Justin Gatlin's two consecutive championship, in addition to let XTEP elements shine brilliantly, also opened the curtain of this summer running marketing war.

With Gatlin winning the race, XTEP's running marketing strategy is also more clear.

As a sport without a high technical threshold, running is a popular sport that all people can participate in, and this also largely promotes the sales of running shoes.

According to local industry sources, running shoes now account for more than 30% of the sports shoes market, ranking among the top categories of all sports equipment.

This also makes the running shoes market a key market for many sporting goods brands.

Zhao Jianglin, the brand director of XTEP (China) Limited, said that XTEP is very clear in its marketing strategy. It is based on the domestic market to create the best brand of running shoes in China.

"Sponsoring world athletics champion athletes, in addition to reflecting XTEP's strong strength in the possession of resources in international running field, it also reflects the highly recognized and trusted products and equipment of the world's top professional players.

Such an international commanding height has undoubtedly had a good effect on the products of XTEP's running field. XTEP's brand is also a professional addition to the market.

Zhao Jianglin said.

In addition to XTEP, all sporting goods brands have the main technology licensing, the innovation of running ideas, and the fun of running clubs. We can know a little from other sports brand dynamics: 361 degrees to launch a variety of exquisite.

The speed and design concept of product upgrading are convincing; PEAK escapes club is pformed into a running base for the majority of runners, and online and offline interaction; the twenty-sixth olympic day long run sponsored by the Chinese Olympic Committee and sponsored by Anta will be linked together in many cities simultaneously.

Around the "running", a war started quietly.

Selling function is more fashionable.

No one can afford to ignore such a huge market.

However, how should this cake be eaten? The sporting goods giants can use all their resources to emphasize fashion while selling their functions.

In addition to signing Gatlin, XTEP also used Lunmei Kwai as the spokesman of the fashion run series. Its original intention was to attract more consumers to join the simple and fashionable sport of running based on Lunmei Kwai fashion and the star effect of sports temperament.

Of course, while emphasizing the professionalism and functionality of running shoes, we need to emphasize the fashion sense of products, which is reflected not only by marketing strategy, but also to "ideal state".

The industry suggests that more colorful marketing methods are designed to better convey the brand culture and hope that their running products will be accepted by the market faster. First of all, it is necessary to return to the performance of the product.

The so-called ideal state refers to the performance state of product strength, which not only satisfies all functions required for running, but also emphasizes individuation, differentiation and development of unique products.

The fashion element is the means to achieve differentiation. Even if the sports brand provides consumers with professional experience in technology products, it can also develop a series of exclusive running shoes combined with fashion factors.

Static road strategy expert Zhang Wenlong said.

Shortly before the curtain fell on the Jinjiang shoe fair,

The performance of the running shoes shows a good idea of selling function and selling fashion.

According to the introduction, this season, the series of birds and birds running shoes once again breaks through the tradition, abandoning all kinds of dazzling technology, only to make the wearer feel lighter and more intimate.

Attracting consumers through interaction

Nowadays, the increasingly fierce competition in the running shoes market has become an indisputable fact. Especially in the context of the shrinking market share of sports goods, how can we succeed in the market of running shoes?

Li Yong, executive director of flying International Holdings Limited, told reporters that the professional series is only part of the series of running shoes. Now most sporting goods use professional series to promote the marketing mode of running shoes. The professional sports products are often used only by professional athletes, and can not be carried out in the market.

In other words, this mode of operation lacks the experience and interaction with consumers in a certain way. Besides, not every consumer needs such professional functional running shoes. How can young consumers really experience the comfort and pleasure of the functions of science and technology?

Zhao Jianglin believes that in addition to continuous innovation in marketing means, for young consumer groups, it is necessary to change the marketing idea instead of the traditional "we say, they listen". The brand can allow consumers to participate in the experience through a large number of offline activities, whether it is product design or development concept.

"By running this most popular and popular sport among the Chinese people, we appeal to more people to take action and take part in the national fitness program. We will use event marketing as an opportunity to enhance the linkage between products and activities, which will play a more scientific and normative role in the future product line planning."

Zhao Jianglin said.