Frequently, domestic brands are “abuse†and where do they come from?
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Date: 2018-01-16 15:37
A young man (who is said to be the programmer of Alibaba.com) had been wearing a pair of special-step sneakers when he was blind, and the result was rejected by the girl as a hot topic that seemed to be a piece of news. This is probably a domestic sports brand. It was the darkest one.
The thing originated from a post on the Intranet forum. A netizen named Coke Love Cat posted that he and his blind date had returned after the meal. The other party rejected him on WeChat. The reason was that he was wearing a special step. The girl thinks that a 27-year-old boy who wears Xtep is too delicate because it is worn by junior high school students.
The younger brother felt very annoyed that when the post was sent out, a crowd of people wearing Anta and Hongxing Erke expressed their feelings. Although most people ridicule the composition of the majority, but think about it, now we are sought after, nothing more than Adidas, Nike, New Balance, etc., these foreign brands in our understanding is the representative of fashion, as domestic brands, it seems really with The trend does not touch.
In the end is what caused this feeling? The domestic sports brand is really not on the grade?
Where does the rustic come from?
One is the problem of concept. The mobile phone industry is a representative of domestic brands attacking foreign big names, but the quality of foreign brands is good, and the design is good. This is a concept that has long been formed by the Chinese people. This is particularly prominent in the apparel industry.
RTG Consulting published a survey report in 2016 that shows whether it is in the Y generation of China (born in the 1980s to the mid-1990s) or the Z generation (born in the mid-1990s to the 2000s), Adidas, Nike, and Granville etc. Foreign brands are more favored by young people than local brands. There are also high-profile clothing brands including Zara and Uniqlo. The former are from Spain and the latter are from Japan.
Compared with the big foreign brands that are leading the trend in the first-tier cities, domestic brands often avoid second-tier cities as the main market. For example, this special step of the unprovoked guns indicated that the plan in 2016 will focus on the Mainland. On the second and third tier markets; 361 Degrees 2016 Annual Report shows that more than 70% of the company's stores are located in China's third-tier cities or below; Peak also has always focused on second-tier and third-tier cities. As of the end of 2016, the proportion of second- and third-tier cities was as high as 97%.
However, although youngsters in the township can be the main force in movie box office, there is no way to make special steps appear more stylish. After all, the right to speak in fashion is still in the hands of the first-tier cities, and there are international big names in the world.
On the other hand, trademarks, designs, etc. are similar or similar to international big names, and it is difficult for domestic brands to get rid of Shanzhai's image. For example, Anta and the old version of Li Ning logo have been facing challenges similar to Nike's famous checkmark; And Reebok's logo is even more stupid and inexplicable; Li Ning's slogan is all possible, it is difficult not to think of Adidas is impossible (Impossible is Nothing).
When it comes to improving brand image and expanding popularity, signing a spokesperson is undoubtedly the most routine and effective operation. However, even though Peak had won Howard, Li Ning gave Wade a hundred million dollars in 10 years and had contracted the entire Spanish basketball team. However, compared to Adidas and Nike, it was possible to organize several football team star teams. As well as the identities of major tycoons and large-scale event sponsors, domestic brands are not at the same level as their international counterparts in sports resources.
However, it is worth mentioning that Xtep had signed such popular idols as Nicholas Tse and Twins in the early years. Some people think that the entertainment stars are required to endorse the sports brand and make them lose their professionalism. However, this flow-reaping strategy is gradually becoming a brand for Nike and Adidas. Adopted, Adidas has signed the popular stars such as Luhan, Diligeba, and Yang Mi. Nike has also chosen Zhou Dongyu and Wang Junkai and other small flowers and small fresh meat.
This approach to yielding to traffic has caused dissatisfaction among some old users, but it is true that good men and women niece are good for brand rejuvenation and transition from professional sports brands to casual brands.
However, the traffic star is not a panacea. For example, Zhao Liying, the spokesperson for Xtep's latest issue, seems to have no help in improving the brand's fashion. The effect can be seen by the signing of Dior's signing Zhao Liying as a brand ambassador and causing users' overwhelming tantrums and user dissatisfaction. If you hear the message that a younger brother has been rejected by a special person who has endorsed his own endorsement, what is Zhao Liying’s mood?
The price war is not good either
Domestic brands can not beat foreign brands, perhaps with the consumption upgrade trend in recent years.
Twenty or twenty years ago, these foreign brands were still regarded as luxury-like in the eyes of many people. Having a pair of Nike or Adidas sneakers must have been a dream for many people, but nowadays, online shopping, Haitao, and purchasing The emergence of channels such as factory outlets and factory outlets has made the prices of Nike and Adidas, which are already superior, become more and more close to the people. Both Boost and Air Max have already become explosive models of bad streets. Of course, this does not prevent their recognition among consumers. degree.
The diversification of channels, the exploration of foreign brand prices, and the increase in residents' spending power have gradually reduced the channel and price advantages of domestic brands.
Of course, this may also be blamed on the fake shoe industry developed in Putian, Fujian. Kamada produced a variety of high-quality fake shoes that could only be faked. Not only did international big names suffer from headaches, but these well-crafted and affordable shoes also impacted the sales of domestic brands. I would rather buy fake shoes from Kamata, and don’t buy domestic ones. One netizen said to love Fan Er, at least there is a (big) logo.
Propaganda methods, design, and advertising all feel very good. For domestic brands, Mr. Mei worked in Shanghai and gave the above evaluation.
However, when we spit out the domestic brands of rustic, perhaps we should also pay attention to the fact that whether it was established in 1949, Adidas, or Nike in 1964, after a long period of brand accumulation has only today's market status and recognition Degree, so still give some patience to domestic brands.
Source: Love Fan