Recently, the reporter was busy shuttling in the spring and summer of 2010 held by the enterprises in the spring and summer orders will be in advance to enjoy the spring and summer next year, the trend of the same time, so that reporters feel "flash" is that many sporting goods business orders, it seems A bit "enchanting."
Why do you feel this way? Reporters savor and contrast found that the original business or devaluation of the proportion of women's products in the "mischief."
Slender number, the more representative, the ANTA first introduced for women's indoor sports women's products, there are 361 ° "sea log" women's sports products. This makes us feel clearly, Jinjiang sports brand is accelerating into the female market segments.
However, the face of many international brands have launched the women's series, into the female market segments at the same time, Jinjiang sports brand how to make its own characteristics, to attract the favor of fashion women? It is still worth studying and discussing new topics.
Women's market gradually "warming up"
With the increasingly saturated domestic sporting goods market, the major sports brands have adopted the market segment strategy, hoping to tap the depth of market segments to further enhance the brand's market penetration and share, so an unprecedented "Women's Series War "Staged.
Since Adidas first launched the women's series "Me Myself", this year, Nike Women's series "transformation", Li Ning Women's Series "Inner Shine" swept over the sky swept over, Jinjiang local brands also to be outdone, have begun testing the sex market segments Action, of which Anta, 361 °, Erke Er and other women's series most prominent.
In the spring and summer 2010 ordering fair, Anta specially launched this quarter for women in indoor sports, such as yoga, indoor aerobics, dance and other functional product line.
"In the early days, Anta did not realize the difference between men's and women's demand for sports products and did not design products that match the operational characteristics of women." According to Wang Youcheng, executive vice-director of Anta Shoes Commodity Management Center, "In the future, The popularity of sports, let us see the market potential of women's sports products, this will also increase the design and development of women's sports products.
The 361 ° orders just concluded last week, the reporter also saw the 2010 spring and summer "sea log" named women's life sports series.
"With the gradual improvement of women's concept of healthy lifestyle, will further stimulate the great potential of the women's sports market." Jinjiang, a well-known female marketing director to give the female market segments such evaluation. She said that although many brands launched some highly targeted series of women's indoor sports, but from the moment, this part of the consumer groups are still relatively small. However, this will be the future trend of development, relative to the professional men's sports, lightweight sports are more popular with women, this part of the sports equipment will also be necessary to customize.
Cao Fanghua believes that unlike the male passionate elements such as "fighting, surpassing and winning", women have their own demands for exercise. However, the psychological motivation of their exercise is more of a more active and healthy life through exercise Attitude and lifestyle, so that more self-identity and social recognition of "female charm." Therefore, the major sports brand is precisely based on the psychological differences of women's sports motivation in men's insight, the sportswear market as an important market to operate.
Women's series "fashion" call the shots
Whether it is the "Inner Shine" series of Li Ning's women or the "Me Myself" of Adidas women, Nike's women are "transformed," and on them, it is easy to see that the women's sports series created by major brands are all stylish elements. And women's sports are inseparable from the pursuit of fashion always put in the first place.
This is also reflected in the new Jinjiang sports brand women's products reflected most vividly, in a sense, a separate shape of the women's sports series is the perfect combination of sports and fashion.
The reporter saw, "sea log" named women's life sports series, starting from the product color to create, is the 361 ° woman series industry recognized a major feature.
"In recent two years the popular horizontal stripes are used in the women's cotton T-shirt, although the horizontal stripes give the feeling of professional golf, but the quarter of the women's clothing design, we are more inclined to create a woman's casual fashion, to meet more Many women's consumer groups are pursuing sports lifestyle as a way of life, and at the same time, they are more concerned with the influx of sportsmanship, "said Chang Shuo, Director of 361 ° Commodity Planning Center.
"This is also our original intention of launching the 'diary of the logbook', incorporating the popular background of horizontal stripes and not deliberately emphasizing professional sports. It may differ from the international first-line brands or the domestic Li-Ning and Anta's efforts in building professional sports demands and sensations. Chang Shuo said, "We will break through the product color matching, the main use of some popular functional fabrics, but more emphasis on the international fashion color to meet the women's product-color-sensitive needs."
Anta has the same purpose as the ANTA, the order meeting, according to the latest market trends to adjust the product mix, Anta further increase the proportion of women's products, introduced for women in indoor sports, such as yoga, indoor Aerobic exercise, dance and other functional products, tennis products and will be included in the future development of ANTA one of the key, with a professional image to promote fashion is its characteristics.
Tennis is a highly professional fashion sports, signed Elena Jankovic and Zheng Jie tennis Shuangjiao, its purpose is obvious, on the one hand to deepen the shape of Anta in the women's sports market professional image, the other Aspects of the use of the sport's fashion led ANTA women's sports market penetration.
Women's series need the core technology
Speaking of women's sports products, the industry agreed that fashion is certainly the greatest appeal of the characteristics of women's sports, but the core of professional sports to create still can not be missing.
"This is not a piece of fabric can do it!" Chang Shuo focus on the focus, "For the women's sports series, but also needs the core technology to support the core values ​​of the brand as a whole, so that women are attracted by the performance of their products, which A little bit of performance in the international brand was particularly evident, for the core consumer groups in the first-tier cities, the introduction of professional core technology. "
In fact, ADIDAS women's series to maintain the brand's performance has always been the highest standard requirements, "Me Myself" adilibria series, emphasizing the soft and elegant elastic material with a slightly loose, suitable for stretching the body drape cut, especially suitable While practicing yoga or stretching exercises; and Clima365 equipped with temperature and humidity control technology cloth, the benefits are worn in the hot summer, can fully promote the sweat absorption, full regulation of body temperature.
Wang Youcheng also agrees with this concept. This year, ANT recently introduced the technology of jelly glue, which is to apply the concept of "professional + fitness + fashion" to product development.
"Since 2008, when we started to involve in the development of this technology, we are just beginning to try small-scale production this year. According to the feedback after the market launch in July, this technology is still welcomed by consumers. Next, Gradually applied to the development of women's tennis series. "Wang You Cheng said.
Nevertheless, how to embody the professionalism of women's fitness products in the development and application of these core technologies, the local sports brands still have a long way to go.
Reporter observed the marketing of the female color
Since more and more sports brands will be independent of the series of women's sports goods, as an independent market to operate. So, the marketing tool is not matched with a unique woman characteristics?
After all, whether it is NIKE, ADIDAS or Anta, brand characteristics are still relatively tough, we should try to use clever marketing approach to seize the attention of female consumer groups, the creative spirit of the female series of creative communication and brand personality movement associated.
To make marketing more feminine, I think the first thing we should do is to start with an insight into femininity and psychology. To do marketing communication to women, we should only fully understand the femininity of the female consumer.
Anta use of tennis in this campaign features a series of marketing promotion, it happens to cater to women's consumer psychology, to meet their hearts for the pursuit of fashion sports and petty bourgeois life longing, but also to local sports brands to establish a follow-up template.
With the further segmentation of the female market by these sports brands, the dance, the aerobic workout, the free kick and so on, it is necessary to excavate the significance of the movement for this group based on the life styles and values ​​of different females groups. As a result, Based on the group's psychological insight, we can develop products that meet their needs and conduct brand marketing communication that matches their psychological motivation.