Four Domestic Brands Compare &Nbsp; &Nbsp; Sports Equipment Will You Choose Local Ones?

PK sample selection: Peak 361 degrees Jordan XTEP

"PEAK, fight to the end"; "360 degrees, more than one love"; "Jordan, spanning, reborn"; XTEP Let sports be different "... It is in these familiar slogans that the local sports brand has been born and grown, and has won a place in the market of many foreign brands. Nowadays, no matter big cities or small towns, they can find their retail stores. The products with good quality and low price are also recognized by more and more consumers. Moreover, local sports brands are no longer satisfied with the domestic market. market The layout is actively moving towards the international market.

In the "2010 China brand value list" jointly published by the Chinese version of Forbes and Interbrand, the world's largest brand consultancy company, Anta, Anta, 361 degree and PEAK four sports brands entered the top 50. The reporters chose 361 degrees, PEAK, and Jordan and XTEP who were not among the top 50 players, all of which belong to the Jinjiang sports brand. See how they differentiate themselves in many sports brands and stand out.

Brand introduction

Peak

Founded in 1980s, sports is one of the leading sporting goods companies in China. It is mainly engaged in the design, development, manufacture, distribution and promotion of PEAK brand sports products, including sports footwear, clothing and accessories. PEAK has been committed to the continuous improvement and breakthroughs in product functionality, comfort and professionalism in product development and manufacturing. Combined with product positioning, ergonomics and aesthetic principles, PEAK has developed a series of professional sports shoes with PEAK style.

360 degree

International Limited is a comprehensive sports product company integrating brand, R & D, design, production and distribution. Its products include sports shoes, clothing and related sports accessories. In 2005 and 2006, 361 degrees gained the honor of "China famous brand" and "China well known trademark".

Jordan

From 2000 to 2010, Jordan sports passed ten years of steady growth. Jordan sports is committed to providing professional sportswear and sports products to consumers, helping sports enthusiasts to pursue excellent sports performance and create a better and healthier lifestyle. Over the years, Jordan sports has won the honor of "China's famous brand" and "China's well-known trademark".

XTEP

XTEP (China) Co., Ltd. is a large-scale sporting goods enterprise which integrates development, production and sale of sports shoes, clothing, bags, hats, balls and socks. In 2001, Ding Shuibo, President of the company, founded the first fashion and sports brand in China, XTEP, and pioneered the brand-new model of entertainment stars endorsing sporting goods, which promoted the implementation of XTEP brand differentiation strategy. XTEP has been awarded the title of "China famous brand" for 2 consecutive times.

Website experience

PEAK NBA stars play the leading role

The leading role of PEAK's official website is undoubtedly its signing of NBA stars, "Kevin Leff's entry into the all star, NBA dunk contest, NBA stars' New Year's call, Battier blog and Kidd blog", all of which explain the inextricably linked relationship between the brand and basketball. In the introduction of the brand, 15 NBA stars and its naming and sponsoring sports events were displayed. "PEAK products" column can not query the newly listed products, "marketing network" column also can not query specific store information.

361 degrees to host the Universiade.

"From Asian Games to Universiade, always supported by love, Shenzhen 2011 world Universiade global partners." Opening the official website of 361 degrees is the postscript for the Universiade. The website "love home" column includes sub games of home games, basketball courts, football fields, running rooms, diving platforms and ping pong halls. It introduces the front events of the project, the corresponding products and equipment, all of which are based on the corresponding venues. In the "science and technology experience hall", a number of cutting-edge technologies that can interact with each other for 361 degrees can be used to understand the role of technology in sports shoes after mobile mouse.

Jordan highlights national brand identity

The official website of Jordan sports highlighted its "national brand" identity in red. The home page focuses on Jordan's sixth China sports equipment design competition, Jordan happy sports fund growth plan and Jordan light penetration products. In the "Jordan store" column, you can check the addresses and detailed information of the stores in all parts of the country. "Sports technology" column introduces the "bingba technology" and "ACS technology". However, "Jordan equipment" column is unable to query product information.

XTEP is more youthful fashion

XTEP's official website is based on the green background, displaying its sponsorship of Premier League Bermingham equipment on the front page. In the interactive entertainment section of the website, there are "playground", "Star Avenue", "fashion sink" and other sub columns for users to interact with each other; "tidal zone" displays the latest product information; the "X-power" section analyzes the technology contained in the product through the form of animation. The website can see the spokesperson image of Li Xiaoyun and Yu Kewei everywhere, and also embodies the unique entertainment atmosphere of the sports brand.

Number of stores

By the end of 2010, PEAK had reached 7224 outlets in PEAK.

361 in the second half of 2010, the number of stores at 361 degrees reached 7263.

Jordan and Jordan have more than 5000 sales outlets throughout the country, and there are more than 150 stores in Beijing.

At the end of 2010, the number of XTEP brand retail stores and flagship stores was about 7000 and 40, respectively. At the end of,

PEAK 361 degrees Jordan XTEP

Basketball shoes (male) 11, 3, 12, 2.

148 yuan to 349 yuan, 198 yuan to 268 yuan, 239 yuan to 391 yuan, 199 yuan to 229 yuan.

Short sleeved T-shirt (male) 9, 25, 10, 5.

59 yuan to 199 yuan, 59 yuan to 135 yuan, 80 yuan to 207 yuan, 79 yuan to 95 yuan.

Board shoes (female) 4, 9, 8, 9.

169 yuan to 239 yuan, 119 yuan to 225 yuan, from 158 yuan to 21599 yuan to 179 yuan.

Short sleeved T-shirt (female) 6, 20, 16, 4.

49 yuan to 119 yuan, 59 yuan to 135 yuan, 71 yuan to 223 yuan, 49 yuan to 79 yuan {page_break}

Event sponsorship

Peak

In 2005, PEAK signed a contract with the China Aerospace foundation to become a partner in China's space industry. Since October 2007, PEAK has become the exclusive official market partner of NBA China. In 2009, he signed a contract with FIBA (International Basketball Federation) and became a strategic partner in Asia. In 2010, PEAK renewed the covenant with the "Stankovic intercontinental basketball match" and took the WTA player Olga Gwater solo in the field of tennis.

361 degrees

At the end of 2005, 361 degrees officially signed "entertainment basketball", and CCTV sports channel together to create a street basketball tournament sweeping the country. Since then, 361 degrees have successively sponsored the Chinese Table Tennis Super League, the Xiamen International Marathon, the Chinese University Basketball Super League (CUBS) and the National Diving Championships.

Jordan

2007 to date, Jordan has sponsored the Eighth National Collegiate games and the twenty-fourth World University Winter Games. At the same time, it will also become a strategic partner of China University Sports Association and will become a partner and equipment sponsor of the World University Summer Games.

XTEP

XTEP is the first brand in China to enable entertainment stars to endorse sports brands and use entertainment marketing to promote products. XTEP sponsored activities such as pop music lists, happy girls and other entertainment activities. In 2010, Bermingham and the Premier League signed a five year deep cooperation agreement.

product positioning

Peak

As for the improvement of basketball business, special theme store is set up in the channel construction. With the accumulated basketball culture and complete professional product system, the basketball fans create a dream place for basketball fans. However, PEAK, who plays a deep basketball brand, has also extended to soccer, tennis, running and other fields.

361 degrees

As a professional sports brand, 361 degree is provided to all young sports consumers who are interested in sports and sports products with both technology and technology, and encourage them to invest whole-heartedly, without losing ground and enjoying sports.

Jordan

The more than 200 person's professional design team is rooted in sports science research, and based on professional design and research capabilities, creates a unique and outstanding fashion style for every person who loves sports. Jordan embarks from the professional needs of different sports and aims at "tailor-made for Chinese consumers", aiming at providing consumers with comfortable and pleasant wearing experience.

XTEP

Fashion dynamic youth vitality, create entertainment stars endorsement of China's sports brand precedent. The foundation lies in sports. The mission is to dress up with fashion and make sports different. Fashion, avant-garde, freedom and rebellion interpret the "XTEP" brand culture, which embodies XTEP's emphasis on experiential sports and the sport attitude that is not exhausted by sports.

Style price

The products of all sports brands are very similar. They are mainly divided into three categories: sports shoes series, clothing series and sports equipment series. Sports shoes series include basketball shoes, running shoes, casual shoes, board shoes, professional shoes and so on. The clothing series include suits, single trousers, windbreaker, basketball clothes, sweaters, long T, T-Shirts, cotton padded clothes, professional wear, etc. sports equipment covers bags, protective clothing, sports caps, ball games, racket, sports socks, sports bags, knitted products and so on.

Because the official website of each brand does not have comprehensive product information, and the stores are often incomplete, the reporters have to check the styles, price and other information in the brand stores of Taobao mall. The following information comes from the official flagship store of Taobao in Taobao mall, the 31st level front store, the official flagship store of PEAK and the XTEP sincere store. The reporter chose four items such as basketball shoes and short sleeved T-shirts, and compared the price ranges of all brands (all online shop prices and non market prices).

Netizen evaluation

Netizen xps720: PEAK sneakers are very young. They bought their shoes when they were at school. The wearability of the sole is not very good, but it is not much worse than that of Lining in the domestic brand. Now the workmanship is much stronger than before, and the shoes are very durable, and the price is quite reasonable. Sportswear has a general sense of style, that is, higher cost performance. Last time I went to buy basketball shoes with my friends. I tried it very well, and the price was not too expensive.

Netizens qing-feng: 360 degree style sheet for women's clothing, even ladies should take some exercise wind, I think the right people wear nice, ordinary people's style of dress can only be drowned. Bought this brand of hoodies, shoes, pants, the quality is good, no distortion, moderate price.

Netizens are very good: Jordan is much cheaper than the old ones. There are many promotions in summer, and tennis suits look good. But the materials used for the work are slightly ordinary, and the service is good.

User's mouth big: XTEP's shoes can still be good, both in style and practicality. The store is mainly white, clean and elegant, and the red logo is particularly conspicuous. The product is more realistic, suitable for the general public to consume, and the quality is also too good to go, that is, the design is somewhat general, not very fashionable, and the clothes of the girls are relatively few, and there are not many styles.

Reporter's notes

Buy sports equipment, do not only recognize "foreign brands".

Mention sports brand 10 years ago, people will unconsciously think of Nike, Adidas and other "foreign brands". Today, when it comes to sportswear, people will think of local brands such as Lining and Anta. Since the birth of "Lining" in 1990, the local sports brand has gone through 20 years of legendary development.

Since 2009, the sports brand market has entered the era of "entering the country and leaving the country". Domestic brands are rapidly rising, the market share has increased substantially, and sales outlets have expanded by 1000 figures. What is even more gratifying is that they won the first place in the domestic market share from foreign brands. Take Anta as an example, it has opened 7500 private brand stores now, and sales increased from 1 billion 250 million yuan in 2006 to 7 billion 410 million yuan.

In terms of price, local brands are generally much lower than "foreign brands". But this does not prevent them from providing solid workmanship and excellent materials. The high cost performance has also gained more and more consumers' hearts. Local brands also have their own laboratories and R & D capabilities to meet consumers' needs in daily wear or sports training.

However, some professionals have pointed out that due to the fierce competition in the industry and the homogenization of brands, the development of local sports brands will face more and more pressure. Just as the audience's promotion mode of "sports star +CCTV5 advertisement" has already produced aesthetic fatigue. In the future, how the local sports brand can break through itself and enhance the attractiveness of the brand is worthy of attention and expectation.