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Yi Kang Shoes Enterprises Rely On Brand Culture To Create New Blueprint For Development

2011/10/24 10:59:00 32

Since its establishment in 2003, Fujian sporting goods Co., Ltd. has successfully gone through 8 development stages.

Looking at the moment, sports brands are shrinking rapidly, and the market continues to be sluggish.

However, the brand of Yi Kang Kang is going against the trend, creating a road of innovation and development.

Recently, the reporter interviewed Zhang Long, deputy general manager of Fujian sporting goods Co., Ltd., and talked with Zhang Chang about the reasons for "how the brand of sports is going against the trend in the sports industry".

According to Zhang general, up to now,

Sports brand

There are more than 2000 franchised stores in Beijing, Hunan, Jiangsu, Wenzhou, Yunnan, Guizhou, Shandong and so on.

By the end of August 2011, there were 265 new stores in the market, and 400 were planned for the whole year.

Recently, the brand of Yi Kang Kang opened a 500 square meter store in Beijing.

It is reported that this is the largest brand store of Yi Kang sports brand.

Of course, the success of the sport is closely related to the brand positioning of the "Er Kang" sports.

"The homogenization of products is serious.

brand marketing

The sports brand industry that appeals to the same brand has always taken the "beauty movement" as a differentiated position.

"Yi Kang sports brand" is a great investment in brand building and culture molding. In particular, it invites the red giant star Fan Bingbing to be a brand spokesperson. It has created a distinctive and unique new image of beautiful sports for the products and brands, and promoted the brand image and market recognition.

Zhang Chang said.

Zhang Chang, speaking with reporters, pointed out: "the brand of the elkang brand always adheres to the aim of" lean production and high efficiency manufacturing ". By constantly optimizing the product mix and energetically investing in the R & D design of new products, we select quality and comfortable materials to ensure that every product has first-class quality and bring the most beautiful sports experience to consumers.

It is the brand spirit of the "Er Kang" sports brand, which creates the unique charm of the brand.

In addition, the company launched the strategy of brand promotion on the whole line, and adopted the way of sporadic dissemination with the core of the brand as its origin. Its advertising campaign, from CCTV to regional media, from film and TV advertisements to print ads to outdoor advertisements, implemented rigorous and scientific advertising placement, and formed a nationwide publicity network to achieve the highly effective integration effect of close interaction in the whole country, so as to spread the new concept of "beautiful movement" to every corner.

In addition to accurate brand positioning, quality products and comprehensive brand promotion strategy,

terminal

The operation ability and terminal store image are also the secrets of Yi Kang sports brand's victory.

Zhang pointed out: "in the increasingly fierce competition of sports goods market, it is an indispensable strategy for every enterprise to improve the terminal operation ability of agents, increase the coverage of terminal channels, and improve the image of terminal stores."

According to reporters, the Erkang sports brand is vigorously supporting the construction of terminal outlets, constantly upgrading and improving terminal store image and brand image, and regularly visiting terminal stores, hiring professionals to conduct training for dealers.

Try to improve the sales performance of single store, and realize the win-win situation among consumers, distributors and enterprises.

After talking with Zhang Chang, the reporter learned more about the essence and culture of the brand.

Looking forward to 2012, the Erkang sports brand will strive to forge ahead with a brand new attitude, create new blueprint for development with distributors, and share a new prospect of "beautiful movement".