Brand cultural experience or alternative footwear consumption

I do not know when to start, Shenyang's most famous commercial street - Zhongjie, because of large and small sports shoes brand stores "monopoly", and jokingly known as "Shenyang sports and leisure street." Major sports brand stores have successively settled in the popular commercial street. On the one hand, the trend of sports brand leisure and fashion development has been favored by more and more consumers. On the other hand, it also proves the profitability of sports consumer goods. huge.

However, the same type of franchise stores in the same area provides consumers with a wider choice of space, but also exacerbated the competition between brands, which can not help but let businesses feel a strong sense of crisis. As a result, a brand new sporting goods marketing model was quietly born. “Businesses are also promoting the popularization of youth sports culture while providing products. This is actually transforming ordinary product consumption into sports culture and experiencing consumption. This change of marketing model will make it easier for consumers to establish their sense of belonging and Specificity." A veteran sports marketing expert gave such an interpretation of the emerging concept store in Shenyang.

Star show has become a yellow flower tomorrow. In recent years, using the summer vacation to China has become the "specified action" of many NBA stars. However, unlike in the past, NBA players coming to China this year are even more catwalking in China's second and third-tier cities. Because well-informed fans in the first-tier cities have already made no mistake for NBA players, in addition to some top stars such as Kobe Bryant, James, Howard, there is still a certain appeal, the other so-called stars have long been unable to meet the fans' appetite. The most important thing is that NBA stars frequented the show not only to make fans feel tired, but also a strong commercial flavor that fans feel disgusted. “This summer in Shenyang, there came a total of four NBA stars, Hayes, Kobe Bryant, Kidd, and Garnett. They have to admit that these NBA big names still have high popularity among Shenyang fans, but this kind of relying on catwalks to pull The traditional marketing model of brand performance has not achieved very good results in a city like Shenyang.” A Shenyang sports ad admits when interviewed by this reporter that “for the first time in recent years, Chinese fans have witnessed the appearance of NBA players at home. With different emotions, NBA players have made Chinese fans lose their breath in the past few years, and now basketball fans have higher requirements for the NBA stars' catwalk shows. Instead of promoting sports shows for sports brands, they hope to see their wonderful performances on the basketball court. From this point of view, these players from Shenyang this summer obviously have not reached the expectations of the fans."

Obviously, the old routines of charity events, business catwalks, and fan meetings are no longer bought by fans. No wonder there are insiders predict: "This summer, fear of becoming a NBA player to visit China's swan song." Indeed, if the fans do not buy it, the high-priced business players invited NBA players lost the significance and value of existence. There have been data showing that NBA players spent at least 60 million U.S. dollars (about 407 million U.S. dollars) in China this summer. It is conceivable that no star will reject the high endorsement fee, but if the enthusiasm of the Chinese followers gradually cools down, it is unclear whether the merchants will spend a lot of money to invite these stars to China.

Influx of people after the 90th generation is more personalized. NBA president David Stern once defined the NBA as such: The NBA is more than just a sport, but a way of life: positive, healthy, wonderful, and tasteful. ... Almost covers the commonality of advanced lifestyles. Therefore, many sports brand merchants have already realized this, and when the "star show sells products" has become a yellow flower, a brand new sporting goods marketing method is quietly born. The appearance of this brand new sporting goods marketing model not only immediately attracted the attention of many young people, but also set off a “wave of experience” among the Shencheng sports enthusiasts.

Cultural Experience Consumption of Alternative Products Consumers According to the reporter, the main groups of sports brand consumption are concentrated in 18 to 25 years old. This is the most suitable age for inspiring sports enthusiasm, and is also the age most likely to accept new things and new culture. They never It will refuse the arrival of any new things, so when basketball, outdoor, extreme sports and a series of themed concept stores appeared on the major commercial streets in Shenyang, it became a young people who love sports.

In an interview, the reporter found that each theme concept store had a “Best Brother” in it. They had received separate professional training. Besides providing consumers with the best advice, they also told you where and how to participate in these sports. Come and tell you how to make a long-term experience in the theme concept store.

In fact, in Europe, the United States, and Australia, most sports retail markets are multi-branded—providing consumers with more choices. “The concept store marketing model that has the opportunity to meet like-minded people and participate in sports” has been proven effective by many successful retailers. “The biggest difference between this new marketing approach and the simple one is the experiential choice. The choice that this concept store provides to consumers is driven by their needs, both in terms of performance and style. The concept store, which is specifically designed for shoes, can provide diagnosis and analysis of foot movements, and they can provide consumers with precise and correct footwear solutions, whether it is cushioning, stability or other consumer needs. The individual's feet are different. Some people's feet are out and some people's feet are more flat. This requires the selection of technology suitable for each consumer's shoe type." A sports brand marketing expert for this experiential consumption The reason why it will win the praise of young people gives such an interpretation.

Then the marketing expert predicted that “Theme concept store is a direction of future sports brand management. It is undeniable that some brands achieved good sales performance under the so-called star effect, but this situation can maintain long-term is less In order to lock in more target groups, therefore, it is necessary to provide them with opportunities to participate in the sports community—the opportunity to participate, compete, or have fun, with the goal of passing authenticity. They establish contact."