Not long ago, the elegant bird latest commercial "chase love is a sport" in CCTV five premiere, immediately sought after by the majority of users, the Internet hot posts quickly appear, such as "shopping is also a kind of exercise" "cooking is also a Kind of exercise "" Walking is also a sport "... An upsurge of" ×× is also a movement "is on the internet.
Under the frenzy of the network craze, the idea that the noble bird advocates the concept of "Everywhere in the world of life, movement" has also been recognized in the widest range. This is reminiscent of the fact that many sports brands in Jinjiang have all been "living", perhaps , Jinjiang sports industry is entering the "life time."
Jinjiang sports brand hit "life" card
In the latest commercials of Guinness Bird, the male and female protagonists met on the bus. After the boy saw the slogan "Undirected" on the road, he courageously decided to start the pursuit of love and attack and jumped off the bus in the shortest time and ran all the way , Pick flowers, hurdles, getting on the bus and other travel-like activities, with a flower dedicated to the girl, ending slogan shot: chasing love is also a sport.
Zhang Yongheng, brand director of Guinness Bird (China) Co., Ltd., said: "Since the global sports industry is moving towards life, the national fitness craze corresponding to professional sports competition is also high in the country. Then , Make sporting goods, make a brand, it should follow the changes in the direction of the movement to make changes to adapt, and its complementarity. "
Industry analysts believe that "chase love is a sport" advocated by the concept of sports, and previous sports, physical and other areas of different sports, advocated is distributed in the lives of ubiquitous sports, like "chasing love "Sports everywhere, similar to the" shopping "and" maintenance "" walking "" walking the dog "or even" cooking "is also a kind of exercise.
Coincidentally, in August this year, San Shu Group's PLAYBOY campaign held in 2010, "towards excellence" spring and summer new conference. Will be released at the PLAYBOY campaign spring and summer new products will be based on the lifestyle movement, designed to pass on to consumers brand sports and lifestyle, rather than emphasize the pure movement style.
PLAYBOY (Sports Series) Marketing Management Center of China Chen Shuhuan, executive director of the view that the sporting goods market has been flooded with a large number of homogeneous products, out of homogeneity, PLAYBOY (Sports Series) overall design product style will be seven leisure, One-third of the movement as a bright spot, this move is the same life of the sport.
However, in the process of life-style sports, look back at the beginning, the first success of Xtep start to show the exemplary effect of many enterprises in Jinjiang, the past two years, Anta, 361 ° and other professional-known local brands began to increase The proportion of fashion life products, sports life and lifestyle features have become clearer, this move also allow more follow-up personal follow-up.
"Living" market is growing
With the Olympic Games and the accelerating pace of life, people's potential demand for sports and physical health is also growing. This requires people to care for life, focus on life and promote a positive attitude toward life on the basis of emphasis on health. Therefore, the national movement, the national fitness has gradually become a way of life and a popular pursuit.
"In the 1980s, people thought that sport was a patent for professional athletes. In the 1990s, people began to participate in various sports. In the 21st century, the movement began to truly enter ordinary people's life and became a fashion. Today, the movement has been Becoming a way of life more and more. "Pan Chengbin, an advertising agency at Bodhisattva, said that it is wise for Guiai Bird to" chase after love "as a kind of sport under the general trend of sports life.
Nowadays, it is more and more accepted to advocate the life movement separated from the traditional professional sports, such as "now and then everywhere", such as "movement without reason and movement without form" Exercises such as elegant sports, outdoor sports, rural leisure activities, slow sports and even street sports have gradually become new hot topics.
In addition, the scarcity of high-end sports resources has become an indisputable fact, which to some extent, but also contributed to the movement of Jinjiang brand life.
As we all know, to do professional sporting goods brands often require a variety of professional sports resources or stars to create a brand of professional image.In recent years, the international big NIKE, ADIDAS and the domestic Li Ning, Anta and other sports resources competition has tended White-hot point, its high cost more let the growing sporting goods brands far behind. "Shanghai Diantong Culture Communication Project Manager Wang Dianming believes that this also allows survival to develop the sportswear brand had another way, and positive life movement Is another piece of blue ocean, sports life has undoubtedly become a brand new breakthrough in the transformation of the way.
For example, Wang Daming said that if China has a market of 100 million yuan of professional sports brands, it is inevitable that there will be a potential market of 5-6 billion living sports in the next five years. So, who will become the new banner in this area, who will seize this huge market opportunity? Future imagination, it is looking forward to!