Sports Brand Is Becoming More And More Active. Who Is Better In XTEP And Reebok?

When sports are integrated into life, people can not get away from sports brands. More and more brands are active in the eyes of consumers. The national brand XTEP and the American fitness brand Reebok also follow the trend and keep pace with the times. Through its brand transformation, XTEP has devoted itself to the field of professional running to create a brand new sports brand. Reebok will give full play to the advantages of the fitness brand, help promote the development of China's fitness field, and enter the market in a more professional manner.

　　 Launch trend: XTEP's seasonal growth in the second half of the year, Reebok's regular online promotion brand, according to the Reebok Internet advertising data monitoring product AdTracker, XTEP and Reebok advertising style is very different. XTEP showed a significant seasonal effect. It did not invest in the off-season in 1 and February, and began to grow slowly in March. The brand continued to exert strength in the second half of the year. In September 2018, the brand increased the input of corporate image promotion. In October, it was appropriately lowered, and the main focus was on the issuance of XTEP sports shoes. New activities such as new products in winter, new Chinese rap endorsements and other activities quickly formed a super high peak. The brand activity was just that time, and laid the foreshadowing for the next electricity Shopping Festival. Reebok adopted the fixed point cut in the Internet advertising. In 2018, 3 and 4 months, the brand new product was launched, the advertising investment index increased sharply, the curve was trapezoidal, and almost all of the energy was used in the building of the corporate image. Also in October 2018, Reebok also rose slightly, and promoted Iqiyi's brand concept of "refining to me" through Iqiyi, and accumulated brand competitiveness.

　 Channel selection: XTEP trusting Tencent PC terminal, Reebok mainly video media based on the Internet advertising data monitoring product AdTracker display, XTEP and Reebok in the three terminal advertising input proportion allocation operation similar, slightly different reflect their respective discretion. XTEP accounts for more than half of PC's investment. Relying on Tencent's big media platform, it has poured a lot of effort into Tencent sports channel and Tencent video. Other media choices also show its diversified characteristics, leaving footprints in more than 10 vertical industries. Reebok's investment in mobile terminals and OTT ports is higher than that of XTEP, while mobile terminals are dominated by video media. OTT only selects Iqiyi's single media to expand its market.

　　 Media selection: Iqiyi has attracted much attention. Reebok has been more balanced in its distribution. XTEP and Reebok are generally similar in terms of the choice of media types, but there are great differences in the allocation of shares. XTEP has invested more than 80% in portal media, and Tencent has the most benefit, of which Tencent video has three full coverage. For vertical video media attention is not high, mainly Iqiyi, PPTV supplemented. IT media are more popular in vertical media. Reebok will put the main force on the vertical video media Iqiyi and Youku, the investment index is not much different. In portal websites, the input of Tencent video is also close to 90%. In other media, Baidu brand area channel has become the brand preferred, higher than micro-blog's input. In vertical media, automotive media and music and audio media are equally divided.

　　 Information flow advertising: Sina micro-blog has become the first choice, Reebok has invested more in the information flow advertising market, Reebok's investment has been greater, focusing on the portal media Sina and Sina media today's headlines. Sina micro-blog's investment is above 60%, Sina News also has a small amount of involvement. XTEP's choice of information streaming media is more, Sina micro-blog is still the first choice, and Tencent news in the portal media is also involved. Information flow two big media today headlines and Baidu also did not fall, investment accounted for a small difference, today's headlines slightly higher. From the trend of information flow advertising, the market share of information flows is relatively concentrated. XTEP has increased substantially since September 2018. It has expanded its influence to match the display advertising (non information flow advertising) and continues to the peak of December. It has promotional activities in Sina micro-blog and today's headlines. Reebok's active period in 2019, after January rise, has increased the investment to the information flow advertisement, in April has soared 3 times, in today's headlines and Sina micro-blog at the same time, today's headline share is slightly higher, mainly used to publicize the new air pump shoes.

Reebok's headlines in today's headlines, advertising, advertising, creativity: XTEP releases heavy drainage, unifying new products, triggering heat. XTEP's recent video advertising campaign focuses on sports running shoes. The new running shoes are the protagonists, featuring close-up lenses from the breathability of special fabric upper to the supporting function of side body texture, and the unique bionic shock mitigation design of sole. The 360 degree highlights the strong function of running shoes, and the brand concept hits the heart. On the occasion of the 51 brand special sale, XTEP acts as the media WiFi partner APP as the promotion window. Many products are displayed in the open screen location on a separate display, with attractive activity prices, advertising drainage effect is remarkable.

XTEP is famous for its great variety, "street dance", which is full of feeling in the fashionable youth. Dancers, props and XTEP shoes are well received. The strength of big coffee is dressed in the brand "national tide theme" war dress. During the program broadcast, the officials were enthusiastic to participate in the discussion of the program topics, and the real time Amway program was launched in the same paragraph. Limited time tickets and welfare activities are more attractive to brands instantly. Han Geng, a brand ambassador, serves as a street dance instructor and puts on a tidal vane.

The advertising creativity of Reebok is different from the inside of the two years. In 2018, the brand concept "refined to me" propaganda was the main force. The star William Chan, a fitness star, was invited as the spokesperson for the Asia Pacific region to share the psychological process of fitness. Late at night, alone in the gym, sweating, persevering, breaking through the ego, facing the setbacks, recalling the teenage dream, and inspiring himself to achieve dazzling stars on stage. Fitness is the exercise of the body as well as the experience of life, which is the brand spirit expressed by Reebok in advertising materials.

In 2019, the brand side mainly publicize the sports shoes series. At the beginning of the new year, the new year special "Jin Sheng Shui Qi" series was launched. The QQ music, QQ browser, cool music boot position were strongly exposed, and the red walls and golden shoes were full of eyeballs. The promotion of retro "Daddy shoes" and classic white shoes is also coming.

In 2019, Reebok launched the InstaPumpFury series of classic inflatable running shoes. Advertising is also a top priority. Big flow Sina micro-blog and today's headlines all over the line, fluorescent green and red tide shoes matching color, is still "dare to be exception" innovator, instant explosion of social media, all walks of life and the media take delight in talking about it.

XTEP and Reebok's Internet advertising show their respective positioning and pursuit in the sporting goods industry. XTEP focuses on creating professional domestic running shoes, advertising focuses on product function design, plus the strong exposure of variety sponsorship, the brand image is more three-dimensional. Reebok sends the fitness gene to China, and advertisements express the brand idea and the insistence on product quality directly. AI will continue to focus on the dynamic and phenomenal hot spots of big coffee, and bring a scientific and interesting industry interpretation based on data.