Speaking of sports brands, I naturally think of Nike and Adi, but I don't know that many sports brands are more than these two, and they are very good in popularity, brand image and quality, so the choice is no longer limited to these two.
King Arthur
Adhere to high-tech, high-quality sports brands and develop a number of patents. Combining sports fun with the idea of preventing athletes from getting hurt on clothes, it has become the fifth largest sports brand in the world. What the brand does best is shoes, and different running shoes are designed according to different types, so as to strive for the stability, comfort and shock absorption effect of users.
Li Ning
Well-known domestic brands, even attending various foreign fashion weeks, have gradually represented China's leading international sports brands and made new breakthroughs in the international market. Today, Li Ning is no longer a single clothing brand, but has been upgraded to a comprehensive combination of shoes, clothes and equipment, and is in a leading position in the badminton field.
mammoth
Swiss outdoor brand has a history of 154 years since its establishment. After the Second World War, the company innovated technology and applied the improvement and processing of ropes to outdoor sports such as mountaineering and sailing, including sleeping bags, backpacks, headlights and jackets. They have the most confidence in safety, which other brands dare not easily compare.
Vance vance
Extreme sports trend brand, generous design introduction, vulcanized sole makes the sole more slip-proof. Unique brand personality is increasingly loved by young people. It is a well-known American brand, and its style is versatile and not picky, even many stars like it. It is the leading brand of young culture.
Andema Andema
The design concept is constantly innovating, aiming at realizing the desire, surpassing oneself and providing athletes with a full set of sportswear with shoes, clothes and supporting equipment. It has become a high-end professional sports brand in America. After going public in 2005, it has continuously expanded its fields and developed very rapidly. It even signed a big-name celebrity endorsement, which is a brand that Adi and Nike are not afraid of.
Andema Andema
As one of the three sports giants, Andema Andema has been innovating and improving its professional quality since the establishment of 1996, and has gradually developed and expanded through diversified and intelligent management methods, competing with established sports brands (Nike, Adidas).
Under the brand of Andema Andema, it is divided into three main equipments:
1, HeatGear thermal equipment
Fabric with excellent air permeability can quickly volatilize sweat even when exercising in a hot state, keeping athletes light and cool.
2, cold gear cold equipment
Contrary to the former, it is more suitable for exercise under cold conditions. Double-layer fabric makes hot air circulate all over the body, keeps body temperature, and removes sweat and moisture together, making the body feel dry and comfortable.
3. Sports shoes
UA attaches great importance to the requirements of professionalism, and the slogan of sports shoes is "elite athletes need elite sports shoes". On the premise of being stronger, keep it light and comfortable. Not only that, the protection of the feet is more comprehensive, and at the same time, it is more rapid and agile in the process of exercise.
In terms of marketing means, from football teams and baseball teams to NBA stars, they not only offer sky-high endorsement fees, but also have keen and accurate eyes. The most talked about is Stephen Curry. Now he has become one of the most famous basketball players in the world, and his influence on the stadium and brand is unparalleled. It is reported that the latest contract between Curry and UA is extended to 2024.
In addition, there is US President Barack Obama who loves to wear UA.
There are Captain America, Chris Evans and Fast and Furious dwayne douglas johnson.
Lulu lemon Lulu lemon
If you think UA is too masculine, here is a brand that is feminine enough-Lululemon. Although UA has many women's sports styles, it is deeply loved by many female bloggers. However, Lulu Lemon, as the starting of yoga clothes, has an innate advantage in the women's clothing market.
As sports brands LV and Hermes, Lulu Lemon, who took the high-end route, positioned herself accurately and suddenly appeared in the market when the yoga situation was good in the previous two years. Not only has her turnover increased gradually, but her brand status has also improved.
However, in the past two years, yoga has gradually stabilized from fire, and more young people have begun to participate in outdoor aerobic exercises such as morning running and fun running. Moreover, more and more sports brands and fast fashion brands have launched many yoga series, which are not only tailored for women, but also more affordable.
It seems that in order to gain a firm foothold in the market, we should not only rely on the temporary trend, but also debug the diversification and price positioning of products. Or find a few supermodel actresses to endorse, relying on the influence of the media may be a good choice.
Lorna Jane
As you love sports, you need a fashionable dress to set off your restless and grandiose heart while venting your emotions through running, yoga, boxing and other sports. Lorna Jane, a brightly colored brand specially designed for women, hopes to get your approval.
Lorna Jane is single-minded and diverse. Specializing in women's wear, the purpose is to provide all-round support for women's sports life. Diversity is reflected in all aspects, whether jogging, yoga, dancing, underwear, T-shirts, backpacks and so on. Anything you want and need can be found here.
Brilliant and bright colors have always been one of Lorna Jane's advantages and characteristics. At first glance, it will make you feel at ease, and at the same time make you the focus of attention and full of confidence when exercising.
Lorna Jane also launched a brand APP, but don't think it is to promote clothes, but to help you exercise more scientifically, with recording and statistics functions, and some encouragement to make you the best you can be.
Arctic fox Fjallraven
Exercise can be more than just running and yoga. If there is an opportunity, try to go deep into nature. Next, introduce several outdoor brands.
Let's start with the arctic fox Fjallraven. Just looking at this English name may be confusing, but when it comes to "Enoch, Nina in the same backpack", it can evoke memories of many fans. Yes, the most popular item of Arctic fox Fjallraven is the backpack.
Founder? Mr. Konodin didn't like the pear-shaped backpack on the market at that time, and its capacity was limited. Moreover, when exercising outdoors, it is particularly uncomfortable to bear the weight on him. Since then, it has been gradually improved into a frame-shaped backpack and has become one of the fashion items until now.
The brand concept of Fjallraven is to hope that people can enjoy outdoor time more comfortably. Through the continuous improvement of sports, people's desire to enter nature is also stimulated, and at the same time, they love and respect nature more.
Mammut the mammoth
Mammmut, an outdoor brand from Switzerland, was founded 154. Who can imagine that today's international big company, which plays an important role in the industry, originally originated from a rope craftsman ... 1862, Caspar Tanner founded the brand Mammmut and produced ropes for breeding, and then went through World War II. The company's innovative technology, rope improvement and processing for the first time into mountaineering, sailing and so on.
From ropes to coats, mountain boots, sleeping bags, backpacks and headlights, it covers almost all outdoor fields, and Mammut brand is most confident in its safety, which other brands dare not easily compare.
Now we have branches in many countries and established a global sales network. If you want to explore, you need not only a brave heart, but also a set of equipment with excellent safety.
Matchstick bread
HAGLOFS, an outdoor brand with a history of 100 years, originated in a small town called Dalarna in Sweden and was founded by Victor Haglof. At the beginning, the company mainly produced backpacks, and later established three product lines of clothing, shoes and accessories. Now it is the largest outdoor brand in Sweden.
HAGLOFS products combine science and technology with environmental protection, which not only reduces carbon dioxide emissions in the production process, but also uses a certain proportion of recyclable materials in clothing, shoes and bags. Besides being light and durable, it is also trusted by many consumers as a "technology brand".
Well-known sports brands can be more than that. As far as women's sports bras are concerned, they also include Skins, 2XU, ODLO and Champion, not to mention a series of outdoor brands. Introduce as many representative brands as possible this time, and hope that small owners will pay attention to safety when participating in sports!
New balance. Compared with Adinik, the price is cheaper and the quality is good. The brand founded by Mr William j Riley in Boston, USA on 1906, is known as the king of jogging shoes in America and many countries. In recent years, the market has been expanding and developing day by day, and it is the second shoe enterprise in the United States. It has many models, such as jogging shoes, American shoes, retro shoes, outdoor sports shoes and so on. Spare money is very popular in the market and sells well. Very popular with young people and very versatile.
As far as its current market share is concerned, I am still optimistic.
When it comes to high-end sports brands, Adidas and Nike come to mind. Indeed, as the two giants of old sports brands, their popularity has long spread all over the world. Even now, Nike and Adidas are still the two giants of sports brands.
But do you know that these high-end sports brands are catching up with Adidas and Nike?
Andema Andema
Andema, who started with fitness, has caught up with Adidas in many aspects with its continuous development. Today, Andema has many series products, and the basketball series is endorsed by Curry. Running shoes have also introduced chip sports shoes to integrate technology into sports.
Reebok reebok
Reebok was originally the third largest sports brand in the world, but it was recently acquired by Adidas and became a brand of Adidas. However, as an old sports brand that started with training clothes, it still has the strength as an independent high-end sports brand.
Filafira
Le Fei's main commodities are casual sportswear, mainly sportswear, and many beautiful clothes have been designed. Its sports shoes are also very famous, especially the recent old shoes, which have pushed Fila into people's sight.
King Arthur
Arthur is a sports brand that started with running shoes, and now its products are mainly running shoes. Although the appearance of running shoes is not in line with daily life, it still can't stop people's love for Arthur. It can be seen that Arthur's powerful and super comfortable running shoes are its core products.
Among sports brands, Nike's dominant position in the Jianghu is almost unshakable, and Adidas has been striving to surpass it, but before North America and China do a good job, Adidas still has no hope of catching up with Nike's market value.
Reebok was the third largest sports brand in America after Adi. At the peak of Iverson, Reebok did have a lot of actions to prove that they had to compete with two super brands. However, Reebok was still cold and was eventually acquired by Adidas. Firstly, brand marketing didn't last long. Besides Iverson and Yao Ming, who are the spokesmen? Francis? Look at Adidas and Nike. You can blow them to pieces. The second reason is the poor performance of overseas markets. For example, in China, Adidas and Nike are well known to women and children, but Reebok is not so well known.
After the silence of Reebok, for many years, there were almost no rivals who could look at Adidas and Nike. It was not until 20 14 that people gradually realized a new brand-UA Andema.
Adidas 1948 founded the brand, and 1949 established the company. I started making training shoes as early as 1920.
Nike entered the basketball shoe market on 1972, but it has a history of more than 40 years.
Where's Andema Andema? It was only established in 1996.
Such a "post-90 s" young company once surpassed Adidas in market value, and the limelight was almost equal to Nike. All this shows that "old guys" are not unattainable and beyond, and new brands are also promising.
The opportunity of Andema's rise is the rise of Curry of NBA Warriors. Stephen Curry is one of the greatest NBA stars in recent years. He has led the current trend of small ball in NBA. In the past, people in the frontcourt wore Iverson No.3, Kobe No.24/8 or McGrady 1, and the game style was modeled after these stars. However, Curry suddenly became a phenomenon. There are more and more people who wear Golden State Warriors No.30 on the field and like to shoot three-pointers. At the same time, the Andema sneakers endorsed by Curry are selling well all over the world!
It is so popular that this rising star brand has surpassed Adidas to become the second largest sports brand company in the world.
However, the market value of Andema has dropped by $5 billion from its peak, and Adidas has returned to the second place in the world. Why did Andema rise so fast and fall so badly?
Perhaps, it means that Curry is really not as hot as it was a few years ago.
Yes It is a brand of large-scale sports supermarkets doing sports scenes, and its model is supermarket platform+multi-brand strategic model to distinguish industry differentiation.
Decathlon is a monument to the brand achievements of all sports supermarkets, which is different from first-line sports brands such as Nike, Adidas and Li Ning. The industry covers all sports products, including badminton, basketball, sailing, equestrian, wilderness exploration, dance, fitness, golf, rock climbing, roller skating, outdoor mountain, archery and surfing.
Decathlon Sports Brand Supermarket was established in 1976, with more than 500 large-scale sports supermarkets in the world, occupying 46 cities in China, and 178 sports supermarkets. It is equivalent to the sum of Carrefour's stores in China and McDonald's stores in China. For sports enthusiasts and professional sports users, it is as frequent as a supermarket, because Decathlon sports supermarket is full of sports breath, passion and burning. It can be seen that the commercial positioning model of Decathlon Sports Supermarket is very successful.
So why is Decathlon so successful?
First, scene experience marketing.
What is scene experiential marketing? That is, the user's scene consumption and the scene created for the brand. In the scene, it is easier to stimulate the inner * * * sound, * * touch and * * * vibration of the user, thus making it easier and simpler to make a deal with the user.
Decathlon Sports Supermarket has an experience area with roller skating, fitness and other equipment. There is a trial skating area in the center of the supermarket, where sports enthusiasts can wear helmets and full sets of protective gear to exercise.
At the sports scene, your sports cells are full of heat. On the playground, your energy burns your passion. In the stadium scene, your purchase rate is automatically sold.
Second, it is not a product, but a sports solution.
Decathlon sports supermarket, besides selling sports goods, can also make you full of sports enthusiasm and energy, exercise with more sports lovers, make friends with people who think in the community, make the brand more connected with users, and establish brand emotion and brand reputation.
Because Decathlon has a sports ground, a basketball court, a badminton court and a small football field, there are professional coaches on the spot to exercise regularly, and sports competitions and various activities are held irregularly. Therefore, you are not selling products, but your sports circle.
Third, Decathlon's multi-brand strategy.
Decathlon is not only a supermarket platform for all kinds of sports, but also a perfect scene experience marketing design, which allows users to immerse themselves in the sports experience without pressure and strangeness. Through the marketing design of community thinking, you will be more trusted and closer to this brand. Perfecting the construction of brand soul and brand spirit is priceless brand premium value.
Therefore, Decathlon Sports Supermarket launched its sub-brands, using its own advantages and channels in parent brand. As many as dozens of sports brands, they design, plan, market, supply and reproduce themselves. Through offline channels and online Tmall sales, we can not only ensure quality, profit and market volume, but also ensure the return value of choosing Decathlon sports brand with users again. It is also different from other sports brands.
Fourth, have more high-quality products and preferential price/performance ratio.
Decathlon defines the consumer group as the mass group, and the pricing strategies for many items are mostly between tens of yuan and hundreds of yuan, because the high-end sports groups are very small, and sports and outdoor sports hobbies are the sports habits of every citizen, whether low-end or high-end. The positioning of mass consumption ensures the market vitality and can also cover high-end groups. This is the way to ensure the sustainable development of market forces.
Provide high-quality, cost-effective sports product brands, as well as sports, ownership and energy sports programs.
A new way for Decathlon sports brand to occupy the market is worth learning from the industry.
This article is analyzed and written by Luo Huangbao, the author of "Making Money with Zero Cost in Business Thinking" and "The Business Model of Making Money from the Start", and the source of the article should be indicated when reprinting.
To be honest, from the current situation, it seems that no brand can shake Adi Nike's position. They participate in too many types of sports and have comprehensive skills. They are almost dominant in basketball, football, track and field and other major sports fields. At the same time, it is difficult to challenge the brand position by sponsoring celebrity endorsements for many years. At the same time, R&D and technological innovation continuously improve the performance of products. Other brands have made achievements in individual fields, such as Anshi and Mizuno. Some brands, such as Suokangni, are already sports and leisure brands, such as Converse (acquired by Nike) and nb, while others are dying, such as Puma, Reebok, umbro and Philo. Domestic brands such as Anta and Li Ning have made good progress in the past two years, but their influence in China is still limited. They always make mistakes in their own positioning and always want to overtake in corners. As a result, Li Ning almost overturned. Judging from the current situation, as long as Adinik himself does not make mistakes, it is difficult to have an opponent in ten years.
On feelings and classics, I only agree with Carmel. When I was a child, I used to play football in Real Madrid's fake Carmel uniform.
The LOGO icon of this little paw once appeared on Real Madrid jerseys.
Kelm. Speaking of Kelm may be unfamiliar to many people, but if you mention the "little paws" on Real Madrid jerseys, someone may suddenly realize it. That's Kelm's logo. Since the establishment of Spain, Kelm has been actively researching and developing product technology, sponsoring important international sports events and exploring the international market.
At present, it has successfully landed in Europe, America, Asia, Africa and other regions, especially the rapidly developing global market network and mature national interconnection structure, which has passed on the initiative and passion of Kelm brand movement to the best level of market development.
Kelmei products are not only the perfect equipment on the sports field, but also the wonderful display of self-style. Kelm's products are based on the traditional Spanish style and incorporate more fashion ideas and scientific and technological elements. While taking into account the international situation, make the styles and colors of products more in line with consumers' aesthetic views and personalized needs, and more reflect the excellent quality and product connotation of Kelm brand "professionalism" and "fashion".
Brand history
1963, Qualls brothers founded Kelm in elche, Spain, mainly retailing ordinary sports shoes. 1970s, Kelm promoted the brand to overseas markets and attached importance to advertising and sponsorship activities;
1990s, Kelm produced the first series of professional football shoes;
Kelm was designated as 1992 Barcelona Olympic team uniform and became the legal supplier of the Spanish Olympic team.
From 65438 to 0994, Kelm became a sponsor of Real Madrid, known as the best football team in history.
Kelm entered the China market in 2005. But it has not been successful so far.
20 14 jinjiang yuanxiang garment weaving co., ltd bought the ownership of Kelm in China. [ 1]
At present, there is no third brand that can approach Nike Adi. These two companies are involved in almost all kinds of sports, and their brand value, technical strength and assets are unmatched by other brands. Of course, there are also many brands whose strength in a certain field is comparable to theirs. There are many top brands outdoors, many running, badminton, table tennis, golf and swimming, and some great brands are not worse than them.
Puma product data package support? All categories are open? Unique style?
Is the welfare of this brand so generous?
Puma and Tianma reached a strategic cooperative relationship as early as 20 16. 202 1, Tianma sports puma brand sells well all year round, among which the sales rate of football shoes and basketball is 99%, and the sales of products specially designed for styles account for 45%. It can be said that it has become an explosion. ...
Tianma sports partners can enjoy the following three major policy support.
Product data package support service
Create explosives with exquisite master drawings, model drawings and detailed drawings.
Select all categories at will.
Wide range and deep SKU, meeting the needs of most consumers.
Tianma has its own special funds.
Unique in the market.
With a brand history of 74 years.
With a pair of "super atomic boots", he became famous in one fell swoop.
Debut at the World Cup and invest in filming.
Cooperate with pop diva Rihanna to enter the fashion circle.
At the beginning of March, Puma announced the fourth quarter and annual financial report of 20021. Despite the impact of the epidemic, the sales volume of Puma 202 1 reached a new high. The annual revenue exceeded 6 billion euros for the first time, reaching 6.805 billion euros (about 47.2 billion yuan), a year-on-year increase of 32%.
After the sports brand Puma changed its name to "PUMA.eth", PUMA also changed its Twitter avatar to the cool cat series NFT, and published an article to show it. The new name itself is an NFT. The insiders believe that this is an upgrade of Puma brand, which means that Puma will continue to explore the NFT world.
This year Puma launched the first talk show on shoes, introducing shoes and demonstrating how to wear them, which is another breakthrough.
Tianma Sports has maintained a good cooperative relationship with Puma brand for a long time, and also launched the unique style of Puma brand in Tianma. Unique style is different from other styles and has little market competitiveness.
Platform sales data show that Tianma's unique style is basically sold out within one week after arrival. Refuse to hit the shirt, from now on!
According to the sales data in the first quarter of 22 years, Tianma Sports has selected 9 best-selling items for its partners from many popular styles, which can meet the needs of your bosses in terms of discounts and product depth. More Tianma unique style, unlock the explosive goods, look down.