How Did The Brand Rebuilding In The First Half Of 2019 End In 361?

In June 30, 2009, 361 degrees was successfully listed on the Hongkong stock exchange's main board. It has been ten years now.

Listing 10th anniversary, but 361 degrees is slightly quiet, and with Anta, Lining, XTEP three domestic sports. brand Fade away.

In 2018, 361 degrees were faced with all kinds of crackdowns, such as persistent downturn in performance, difficulties in brand spanformation, and shrinking share prices, making brands struggling in the highly competitive sports market and gradually losing their original brand status.

In the growing gap with the other three brands, 361 degrees realized that brand spanformation needed new positioning and development before it could have the chance to change the declining trend. Then, in the first half of 2019, the time has come to an end. What changes have been made in 361?

Boxer and M23 team in boxing Market

Compared with Anta and Lining's vigorous development of the basketball market, 361 degrees took another road of movement -- the boxing market was overweight, and the promotion of resources was vigorously promoted in the first half of 2019.

In January 27, 2019, with the news of Xu's success in winning the championship in the WBA championship, the first time of 361 degrees was announced that Xu became the spokesman of the new brand image, and also brought the outbreak of commercial value for himself.

In fact, 361 degrees before Xu can fully understand and contact him, and before the game for Xu Can provided open training and competition equipment, Xu Can is confident of winning the boxing champion.

Zheng Yexin, general manager of the 361 degree brand business management center, has publicly told the media that Xu Can's personal experience and the story behind him are important factors for moving the brand to choose him. In addition, Xu's young, healthy, sunny image and professional performance further stimulate young people's passion for sports and have a certain influence on the brand.

Xu Can's own storyline undoubtedly coincides with the story of attracting consumers at the end of 361 in 2018, and is also a brilliant point of 361 degree toward brand spanformation. At the end of 2018, Zhu Minjie, 361 senior vice president and chief marketing officer, said in a media interview that nowadays young people like emotions, like stories of people, and communicate with consumers through stories, so that brands can be attractive enough.

In March 28th, 361 degrees signed with the M23 team of boxing, officially announced that the brand became M23's official dream sponsor. This is the continuation of the boxing market after announcing the new world champion Xu Can became the brand spokesperson.

Boxing, as a fighting sport, is being loved by more and more young consumers, and boxing houses are becoming more and more, which contains huge market potential and commercial value. The 361 degree boxing market will not only win favor among boxers and urban middle class, but also help build internationalization and youth. Trend The brand image will enhance the brand's influence in the market.

Brand upgrade new products

Competition in the domestic sporting goods industry is gradually fierce, while young people pay more attention to the development of domestic brands, but they also pay more attention to the quality of products and no longer pay attention to their prices. Therefore, if the brand wants to regain consumers, it must start from the product itself and create high-quality new products.

In April 15th, 361 degree official micro-blog announced the launch of a series of basketball shoes with the theme of "traditional Chinese culture", "the construction of cages". This series of shoes and joint craftsmen Liao Wenxing used traditional techniques to interpret Chinese traditional culture. fashion The unique and innovative design shows the progress of Chinese sports brand in terms of design capability. At 361 degrees, the series is priced at more than 300 yuan to open the mid market.

In June 18th, the brand remodeling conference held at 361 degrees in Hongkong mentioned that brand remodeling products occupy an important level. In the next 361 degrees, the concept of "providing consumers with the right products" will be carried out in the end to create a functional, concise design and world-class quality to meet consumers' entry requirements.

In this regard, some netizens said, 361 brands have been solidified, it is very difficult to have new impact; in recent years, 361 degrees really fell behind with Lining and Anta, and timely adjustment and deployment, remodeling brand road is very long. Put quality up, as long as the product is good, some people will pay the bill.

From the consumer level, product quality is the most critical part. As long as the quality is high, it gives its bright design and characteristics, and consumers are naturally willing to pay the bill.

epilogue

361 degrees has been dominated by three tier cities below the market, with 65% of the stores below three lines, so there is a certain degree of difficulty in the middle and high-end market. For the "brand remodeling plan", 361 degrees have been vigorously promoted, but its "local flavor" image is always there.

Anta and Lining can successfully change from the "soil flavor" image to the high-end positioning. Ultimately, the product is a link. In fact, a good product is the last word. In addition, if 361 degrees did not come up with substantive measures in technological R & D, channel spanformation and brand positioning, it would be difficult to base itself on the market by shouting.