The Emerging Sports Skate Shoes Brand

Hackers look at the advertising of these domestic sports Skate Shoes, there is a clear impression, ads in all the stars were not like ordinary people, or suspended by wire flying in the bamboo forest, or like turn maneuvers, like the roof of the high-rise buildings between the flash Rulvpingdi, or crack shot, or make a variety of difficult moves do not meet basic geophysical law, the sum of those stars who wear the brand sports shoes are as cents enlightenment, became unaware of Perhaps the original intention of the enterprise is to create a visual impact, and poor impact but this will only give a feeling of false and even absurd, again greatly reduced the goodwill of consumers for the product. Many stars does not pay attention to their own image to maintain, and often we turn on the TV, the station is a star in the calcium, that Taiwan, he wore a suit to sell you; will obviously said, only a certain brand of shampoo, instant vowed to hold another brand of shampoo, announced, point of it! Contrast to well-known foreign products often do not advocate the use of the star strategy. Like Procter & Gamble, Kodak, KFC, McDonald's so rarely used endorser way of advertising, because the star itself, the dissemination of results; on the same brand sports shoes, for example, is not often that such international brands like Nike, Adidas star strategy, but often ordinary people, ordinary athletes, as the protagonist. For example: in 1998, Nike launched a whole new attitude of introspection sports advertising campaign - Nike marketing vice president Bob. Wood said: goal. Such as their slogan: 1.Somewhere there's a nice, sunny placewhich the warm breezes and the Shady 's rock palms, where all the second place guystrain (some scenic, sunny, warm breeze, the shade of the palm. known guy in there to exercise - I) 2.If your teeth still chatter it'sfear. (if you have teeth chattering, it is the fear - I) It is through this ordinary people to overcome difficult to meet the challenges of the maverick attitude, so that Nike has always led the sports brand of the latest trends without falling behind, behind the others, others, and picked up the pace, after all, only a supporting role in the market competition. Traditional domestic brand Li Ning, for example, from the early star strategy to the strategy of ordinary people in his latest the protagonist of the master, but also advertising, this advertising strategy is more close to, and better able to arouse the consumers' sense of identity, to pray for better dissemination of results. Myth: endorser selection, improper use, lack of correlation with the product. It can be seen from the table, the endorser more than 80 percent of the domestic sports shoes ad with movie stars, singers, and we know, spokesman for the selection of the products, the most critical point is spokesperson and product with a certain degree of correlation, which The correlation may be professional, may also be the product positioning, on the corporate philosophy. Hire like Nike Jordan, Tiger Woods and other sports stars as a product spokesperson has played a very good appeal, it can be said to make effective use of a star of great personal charm. On the contrary, if the spokesperson and the product itself unrelated, even contrasts too much, it will greatly weaken the degree of advertising memory, people tend to remember the star, and forget what brand, or treat it as the advertising of other products So, good steel should be used wisely, the advertising would take place, businesses waste a lot of money brought in a well known singers, actors, the results of product sales is not the slightest progress, which ducks and drakes Myth: the positioning of the stars deviation. In fact, China's advertising industry or the business world, a common problem, no matter what, no matter what orientation, no matter what the market, all star strategy, and who is well-known, asked who.
The Beijing's Olympic bid is successful, the first Chinese cheap skate shoes, the opportunity for China's sports industry with unprecedented prosperity, this echoes the emerging domestic sports shoes the brand should be conceived of Health. In particular for processing for foreign well-known brand sports shoes previously in the Jinjiang, Fujian and other places more than a dozen private brands, led by emerging force in 2001, invested more than 400 million yuan a year of huge advertising costs, to occupy almost the CCTV sports advertising share of nearly 50% of the channels, so, it was the CCTV sports channel play called However, to say whether the rise of the national sports brand is too early to do? A closer look at the advertising of the brand sports shoes, almost without exception, take the endorser's advertising strategy. Here is an incomplete statistics, the domestic sports shoes brand celebrity advertising: the brand name of the endorser slogan Anta Linghui battle I choose, I like. Del benefits Nicky Jay Buick Chinese badminton team, Andy Lau, Cecilia Cheung, elegant birds, earth wind took Hydergine Long Aaron love the power Xtep Nicholas Tse TWAINS non-general feeling of Hongxing Erke Jordan Chan, Jang Nara outspoken self Vodenka Edison Kang riding Yapeng (Jaycee Chan) a hero, but myself. Pick Liu Yudong infinite possibilities Vought Chinese women's basketball Mingle the F4 America g Fu Mingxia, Stefanie sports all the time Kinglake Wang Nan and quality Marin Wright Lee Hom, SHE crocodile is only Royu Adu OSK Dicky From the above statistics, we can see: China-made sports shoes advertising there is still a big misunderstanding. Myth: The excessive use of the endorser advertising strategy. We can see from the above list, more than 90 percent of the domestic sports shoes brand advertising appeals of star endorsers.
So, when our sports shoes ads vulgar ads, with contains the common human athletic spirit of the outstanding advertising to effectively promote the development of China's sports industry, which is the call of the public, but also the call of the times. An early advertising of Nike athletics shoes to the people left a deep impression: the ad is only using a fixed lens to shoot a scene: a man ran towards the lens from afar, then leap and landed on the lens front. This man is Carl. Lewis (CarlLewis), commercials, spent a full 30 seconds, rendered in slow motion jump, leap, floor, splashes and sand and gravel, covered with the process of the lens. In this process, the Lewis' voice sounded: I can not give up the long jump, but I still believe that a person can not give up easily. Once this belief is your belief, your achievements will be difficult to limit. , the Brazilian national team of Robert. Carlos and two Japanese sumo wrestlers game shot, the result is two seemingly bloated sumo wrestler won by virtue of more exquisite footwork, this ad also aired on ordinary people can become a star through the efforts of the same even overcome the concept of the star. So get the majority of consumers favor. Myth: the product positioning deviation, the concept of fuzzy enterprise. Look at the advertising slogan of the domestic sports shoes: can not be separated from the majority of an From the early days of Li Ning, This too much emphasis on . Moreover, these simple explicit highlight the followed by what to say, this slogan is difficult to be resonating with consumers. Furthermore, product positioning, the positioning of many of the emerging sports shoes brand regarded products in the positioning of such a vague the purpose, but this positioning itself problematic, sports shoes and casual shoes are two different types of products, now put the two properties together impose a product who is bound to interfere with each other, again resulting in information consumption. Currently doing better it seems that only a handful of professional basketball shoes, brand positioning of Come contrast to international brands. Nike's advertising is often the shaping of one set of values. Its founder Knight (PhilKnight,) this passage to illustrate the advertising strategies of the Nike sports shoes: Nike's advertising, the show is combat effectiveness, determination, achievement, fun, and the movement to bring spiritual comfort and feedback. ideology beyond self, accompanied by our physical fitness and body worship. Nike's ad has since become a manifestation of the values, later the by CVC advertising planning slogan - Justdo it, further promoted the aspirations of these values. Each industry has an established image, this image is accumulated from through product advertising in the industry all year round. Detergent have specific image, banks, beer and sports shoes is also true. This does not mean not an industry where all the ads are similar, but that all the ads together, will form a general impression. Then, one day, a brand's advertising to break that pattern, the achievements of the meaning of subversion. Nike sports shoes in the United States and France's Danone, do the above said. Their advertising is novel, powerful, not only deepened the brand image, but also shaken the entire market so that consumers with admiration for these brands. Up to change the view of Frenchman snacks; Nike impression of change of consumers around the world of sports shoes. When these brands to speak up, the whole market has changed. Contrast to the well-known international brands, even if the use of the star of the commercials, always put the star placed in the position of the ordinary people, let us know, celebrities are human beings, not gods, their performance, after a hard struggle to overcome the ordinary after unimaginable difficulties come.
It's written by GoodLandShoes date 2.21.2012