Shoe Enterprise Brand CBA High Profile Attack Pilot New Marketing Mode

After completing the initial coverage of the national market, CBA brand operator Kuo Hui (China) Co., Ltd. has been intensive cultivation of key markets. At the third Basketball Culture Festival in Baoding, China, held in Baoding, Hebei last month, CBA launched a series of marketing activities again. This is the second activity that CBA has made in Hebei in a short time. In May this year, CBA held a strategic development conference in Hebei to carry out strategic deployment of the Hebei market.

Breach Hebei Market

In CBA's view, the Hebei market has become a target for its recent attack. It is reported that the Hebei market is a market with great potential for development, and also a strategic market for CBA brand development. Hebei sits near the North China Center and is one of the core pivot of the Central Plains market. The two wings have two big sales provinces of Shandong and Shanxi. Lin Jinzhang, vice president of Guo Hui (China) Co., Ltd. believes that the rise of Hebei market is related to the development of CBA's entire central Plains market, and even the development of the whole North District market.

Mr. Lin Jin Zhang said that the strategic importance of Hebei's market construction and development is significant. In 2010, CBA headquarters devoted special emphasis to the construction of Hebei's market management entities and brand building. It will make the Hebei market a model market under the new competition pattern of CBA, and promote the further rise of the Hebei market and realize the strategic layout of the Central Plains market. According to the market characteristics of Hebei region, CBA will take Shijiazhuang, Tangshan, Baoding and Handan as the first tier cities of CBA brand promotion.

The holding of the Hebei fair was the start of CBA's precise attack on key regional markets in 2010. As early as last year, CBA established its brand strategy plan for 3 years. According to this strategic timetable, this year, Guo Hui will take Market operation The construction of the main body is the focus of the work, with 80% of the channel resources devoted to the construction of the strategic market, with emphasis on shaping the two core competencies of "commodity management and operation" and "single store management".

According to this strategic layout, apart from the Hebei market, Guo Hui will also select other key markets for layout. It is reported that the Shaanxi market may be the next important layout of Guo Hui. In August this year, the CBA ordering conference will be held in Xi'an.

Launch a pilot project New marketing Pattern

The Baoding Cultural Festival is also a pilot of CBA's new marketing model. According to Lin Jinzhang, this year, CBA put forward a new marketing strategy for integration of events and terminals. This marketing strategy will be practiced in the Hebei market.

It is reported that the integration from event to terminal consists of three main contents: brand, product and activity. This year, CBA subdivided the product into four parts: player equipment, team equipment, competition concept equipment and peripheral equipment, and displayed it at the terminal according to the team, progress, or product development for players. And in terms of brand, it will mainly convey the brand spirit of CBA according to the contents of the competition and the combination of material props in the terminal.

In terms of activities, CBA began to preheat the games through a variety of publicity methods a month before the games. It is reported that the initiation of the detonation in the terminal will last for a week or so, mainly around the form of competition to analyze the outcome and let the consumers participate in the winning or losing contest. The winner can get a large discount or other prizes to publicize, highlight the unique perspective and brand culture of CBA in the field of basketball, "challenge the new heights", and promote sales activities with the theme. After the competition, the main points of the review are the news hotspots, tidbits and selection activities, which will enlarge the effect and create a lasting effect.

According to Lin Jinzhang, vice president of Guo Hui (China) Limited, in order to ensure the effective implementation of this brand strategy, Guo Hui headquarters set up a professional team of "sports marketing", and launched a brand supervision training program to train special marketing talents for regional operation centers.