Have You Studied The "Sports Experts"?

Having eaten with people from the State Sports General Administration, they asked me very curiously why a large scale listed clothing company in Fujian, China, could not produce their entry clothing and award equipment, even the design draft was very unprofessional.

I answered him at that time: interlacing is like a mountain pass. I told him a story: a foreign fashion media colleague was interviewed when he interviewed Nike. A spokeswoman for Nike said to him, "you should know that Nike is not a fashion brand. We are a sports product, and our product is technology." After making such a statement, the spokeswoman turned and disappeared.

You have to admit that fashion clothing brands and Sports goods Brands sometimes speak in completely different two contexts. That's why when we go to a press conference on sporting goods brands, you will find that they can pay huge sums of money to invite international sports stars to ignore the entertainment stars. They can spend a lot of money on sponsoring sports events. Even with the friends of the State General Administration of sports, they are: package agreements, but they do not care about some fashion beauty competitions. They can also invest huge sums of money in building a technology research and development center, even though most of their customers are walking on the city's asphalt road instead of running on all kinds of sports venues.

What is more interesting is that such news conferences often invite two sports camps and fashion journalists. These two camps often have two opposite styles: sports journalists mostly wear sportswear and clothing, carry "long guns and short guns" and greet each other warmly, while fashion reporters are mostly dressed in fashion and expressionless. They are not arrogant, but do not know how to use these brands to explain the high technology of sports shoes again and again.

Due to the State Sports General Administration, a sports utility street has been formed near the Longtan Lake in Beijing, where the office buildings are also hidden. There are no fashion magazines on their desks, but there are all kinds of sports newspapers and magazines everywhere. A Chinese sponsor of international sporting events Faucet clothing When entrepreneurs come here to learn, he really wants to know what the entry dress, award dress and all kinds of professional matches are all about.

Here they know the professional status of Nike in the basketball field, ADI's leading position in football field, and various leading brands in the field of badminton, tennis, track and field, swimming and so on. There are different core technologies in different fields. Besides technical content, sports shoes and sports equipment are the most profitable. Clothing has relatively little contribution to a sporting goods brand, and some brands even lose money in the field of clothing. Of course, there is also a cross between the competitive field of sporting goods brands, such as Nike's fierce competition with Adidas in the soccer World Cup, and the growth rate of the Lining brand is even more astonishing. They have shown the trend of kings from gymnastics to table tennis to badminton. Now the world sporting goods industry is competing for the runway and competition, and finally the dispute between the city and the street.

Of course, it's easier for Chinese fashion tycoons to understand the legend of Nike's hook and Adidas's three bars, these two. Foreign brands It seems that at the beginning of the founding, we knew the basic symbols of Chinese primary schools. For the hook, your performance was always excellent. The three bar is the highest class of the pupils. Now these two brands are already producing children's clothing. This is really a terrible thing. {page_break}

In contrast, Lining's logo - fox tail is somewhat cunning. Another example is Nike's slogan: Anything is possible. People in sports know Adidas's slogan is: Impossible is Nothing. These two similar advertising slogans have given Lining a long time. Fortunately, Lining is finally determined to change her mind: Make the change, I don't know whether Li Ningxin's advertising slogan can bring about a change in the world's sporting goods except for advocating a way of life. Because in many foreign sports personages, Lining's logo is more like a sickle. This sign is undoubtedly very Chinese characteristic. They think the sickle will represent China's first voice in the world sporting goods field.