Conway, a China sporting goods brand that once made countless consumers proud, was founded in 1986 and is one of the earliest professional sporting goods brands in China. It used to be the "vanguard" of the sporting goods industry in China, and it has been casting a historic glory. Brand family: Conway, in particular, which contains sportsmanship, has been adhering to the sports management philosophy of "taking from sports, using from sports, taking from society and using from society" for many years, and has been paying close attention to the development of sports in China. It has successively sponsored the selection of the top ten athletes in China, the East Asian Games, the National Professional Golf Championship, the equipment of the sports delegation of China People's Liberation Army, the equipment of the national women's weightlifting team, the equipment of the national women's basketball team and the equipment of the national rowing team, and sponsored the National Ninth National Games, and invested 300 million yuan to build the largest, modern and international sports industry sports city in China-Conway Sports City. There is always a lifelong love for sports. However, with the increasing consumption of sporting goods market, Conway is no longer the leading brand in the industry, and its market share cannot fluctuate greatly. Its brand imprint is gradually regarded as synonymous with "discount" and "hoarding" by the older generation of consumers, while the new generation of consumers even ignore the existence of Conway brand. Brand family: Conway Company, faced with the crisis-ridden brand survival environment, resolutely decided to conduct in-depth research and expansion on enterprise development and brand strategy from 2004, in order to build Conway's "sports kingdom" again. | Borui | 15 Historical Summary: Denying progress and innovation will always bring a little regret and sadness. Conway brand has been advocating the product design concept of "fashion and leisure sports" for many years, which is well received by consumers and drives other sports brands to develop together. However, with the rapid development of the sporting goods market, the cruelty of competition has become increasingly prominent, and Conway brand has begun to face a severe market test: 1) channel conflict, conflict between dealers and self-operated stores, a large backlog of goods, and the franchise system has lost its functions of product display and brand promotion; 2) The market area is shrinking. Because Conway has been focusing on clothing products, the development of shoes and other products is obviously difficult to keep up with the times, especially clothing products will face more fierce competition; 3) The market initiative is reduced, and the contradiction between consumers, distributors and design and development gradually arises in the style guidance; 4) Consumers' dominance is reduced, they are no longer popular manufacturers and guides, and they are restrained by dealers; 5) If the price can't rise, the price acceptance of consumers will increase, but the market acceptance price of Conway products will gradually decrease; The ultimate reason for the above-mentioned market problems of Conway brand is that the original strategic model and operation mode have fallen far behind the progress of the market. The first reason is that Conway brand has not grasped its own market initiative. Conway has been addicted to the glory of history in recent years, and has never been able to form a coherent chain of product development concepts, brand definitions and marketing techniques, so that the operation details of each brand can develop in disorder. As a result, the brand construction is slow, the brand maintenance is not in place and the brand is aging. Brand has become the weakest link in its development, and its market position and brand position have been seriously damaged. Since the 1990s, Conway has been an advocate and endorsement brand of "Fashion Leisure Movement", which has been recognized by various brands at home and abroad, and excellent domestic brands such as Li Ning and Anta have also been inspired by product concepts. However, today, these brands have opened up the market and further grasped the pulse of consumption. In addition to constantly developing products that adapt to the consumption concept of modern sporting goods, it also gradually moves from the product marketing level to the brand marketing level under the seller's economic state. In this situation, Conway brand, which is always gnawing at the simple and tasteless "fashion and leisure" bone, can't advance by leaps and bounds like them. Secondly, the market environment and opportunities have changed greatly, and Conway brand can't adapt to the needs of consumers deeply. With the increasing demand of sporting goods market, the sporting goods market has changed from the initial overall market competition to diversified competition such as sportswear, sports shoes, sports equipment and outdoor sports equipment. Especially after the sporting goods market has formed a large market segmentation of sportswear, sports shoes and sports equipment, further product segmentation has emerged. Sportswear is subdivided into professional sportswear, sportswear and leisure clothing, and even further subdivided into vests, sweaters and trousers. Sports shoes are divided into basketball shoes, football shoes and running shoes. Accessories are divided into watches, sports backpacks, wallets and so on. At the same time, all kinds of subdivided products are subdivided according to different market segments, different technologies and styles, just as sportswear is divided into two competitive schools: fashion and professional sports. The further subdivision of sports products has attracted major brands at home and abroad to participate in the competition in market segments. International brands that have entered the China market include Nike, Adidas, Reebok, Mizuno and Puma, while domestic brands include Li Ning, Anta, Xtep and Buick. In particular, many small brands and professional sports brands, such as mountaineering equipment and outdoor equipment, headed by Jinjiang, Fujian, are grabbing the sporting goods market with the strong competition momentum of 30 billion market demand every year. Thirdly, great changes have taken place in the consumers of sports products in China, and Conway lacks accurate research and judgment. Consumers are no longer satisfied with consuming sports products only in the state of exercise. In the past, consumers only wore sportswear or sneakers in sports competitions and fitness, and gradually remained independent in daily sports and work life. Especially as a sports brand, when appealing to consumers for a unique brand concept, it further satisfies consumers' psychological needs with different brand connotations and even special sports lifestyle and spiritual carrier. Conway's product-oriented marketing method has been unable to deeply lure consumers, and can only rely on products in each quarter to complete marketing tasks in a short time. The market of Conway brand is no longer popular, and it has been squeezed into a very inconspicuous market gap by domestic and foreign brands. As can be seen from the market sales, it has been left behind by Adi, Nike and Li Ning, and it is only in the second echelon with Anta, and it is still further declining; With its current market share and competitive momentum, Anta is developing to the first echelon; Domestic brands of the third echelon, such as Xtep, Hongxing Hongxing Erke, 36 1 degree, and foreign brands such as Mizuno and Converse are also rising to grab more market share. It can be seen that the Conway brand problem is not sudden. If you don't have strong adaptability, it will inevitably lead to the end of "being gradually forgotten by the market and consumers", and the market can only allow brands of all sizes to continue to carve up. The development history of Conway also tells us that denying progress and innovation will always bring a trace of regret and sadness! Conway brand must change its marketing strategy if it wants to seek new survival hope in the future market. Especially in the current situation that China's marketing market is becoming more and more mature, it is more necessary to create new consumption value for consumers and China's sporting goods market. Only in this way can Conway re-endow itself with a beautiful brand identity in the future. How can "big concept marketing" cultivate marketing thinking to give Conway a good brand recognition? We believe that we must first establish the "thinking power" of the future development of Conway brand. In this regard, when discussing the future development of Conway brand, we put forward the analysis method of "big concept marketing" to seek the guiding direction for the future development of Conway brand. Earlier, there was a saying called "conceptual marketing", which usually means "in daily marketing, when a brand or product communicates with consumers, it brings consumers new consumption culture and consumption enlightenment". It focuses on consumers and sales purposes and can enhance the market communication power of brands or products. What is "big concept marketing"? Our explanation is that an enterprise or brand can make a quick judgment and analysis through the summary of experience (own experience or others' experience) in the process of industry development and marketing activities, and form a thinking power that unifies enterprise thinking mode and brand behavior mode, so as to control or point out the direction for future enterprise development and marketing activities. What it needs is from the perspective of enterprise or brand strategy, including enterprise development attitude, enterprise judgment, market reflection ability and brand innovation ability. It is also based on "enhancing communication ability", but what is needed is the trinity communication mode of brand itself, customers and consumers. Of course, different enterprise development environment, different brand status, its way of thinking will be different. For Conway, the significance and purpose of "big concept marketing" is to scientifically diagnose the present situation of Conway brand, clearly sort out the advantages and disadvantages and opportunities that Conway brand can realize in the future market, and clarify its future development attitude, marketing strategic direction and marketing methods, so as to finally make itself a thinker of brand operation! After research, we first establish the marketing ideas of Conway brand: that is, we should clearly recognize the embarrassing situation of brand development, correct and adhere to the attitude of brand progress and brand innovation, and seek new brand development. To sum up, it is the great development concept of "Conway brand 18 still needs to start a business".