NBA Big Star "China Travel" Helps Sports Shoes And Clothing Market

The summer of July 11th is approaching.

Last year, domestic brands signed NBA active stars only.

In recent years, the development of Quanzhou shoe industry is in full swing and rising rapidly.

Not only has it replaced Wenzhou, it has become the leader of the shoe making industry in the whole country. It is also stepping up step by step to enter the international market steadily and steadily.

A few years ago, the footwear industry in Quanzhou was still in its infancy, and the overall level of the industry was relatively low.

In the eyes of the people of Wenzhou, Quanzhou shoe industry is only a "little brother". The brand name of Quanzhou is not changed, and its popularity in the market is low. Most footwear brands are mainly Wenzhou, and few consumers can name one or two Quanzhou brands in the market.

In recent years, in Quanzhou, represented by Jinjiang and Shishi, the shoe industry is developing rapidly, and all kinds of brands are springing up all over the world. Quanzhou's footwear brand has been popular all over the world overnight.

"Anta, 361 degrees, PEAK, Jordan..."

Any ordinary consumer can easily enumerate several shoe brands in Quanzhou.

After the shoe industry in Quanzhou occupied half of the entire domestic market, the idea for Quanzhou shoe companies to think more is how to let Quanzhou shoe industry go abroad and move towards a broad international stage.

Quanzhou's major footwear sports brands competing to join the NBA star "China trip" campaign has given us a very clear answer: inviting NBA stars to endorse, for the NBA stars to tailor exclusive combat boots to fight for the new season of NBA, through the platform of NBA to publicize Quanzhou sports brand, this is undoubtedly a wise move.

As we all know, the international sports brand gangster - Nike's "Hua Dan" is now in the NBA career in the ascendant Kobe Bryant, others such as Durant, Kobe, Wade, Paul, Anthony, Anthony and other NBA superstars have endorsed the Nike brand.

Among the major international sports brands, such as ADIDAS, NIKE, KAPPA, PUMA, etc., an important way to enhance brand value is to invite all kinds of sports stars to speak for their brands.

The final result is self-evident. ADIDAS and NIKE have so far been sitting on the top of the international sports brand.

The practice of Quanzhou sports brand is now bold to learn from the successful experience of international sports brands, and actively take the first step of Quanzhou brand to the world.

The influence of NBA tournaments in the world is beyond the "World Cup". Any other event is incomparable. Using NBA celebrity endorsement can graft the unique sportsmanship and meaning symbols of the stars onto the brand, thus giving the brand new meaning and connotation.

As we often mentioned, we should pmit celebrities' high reputation and high reputation to the brand so as to achieve the purpose of enhancing brand value.

There is no doubt that the pmission mode of "star + brand" has achieved great success in many fields.

However, Quanzhou sports brand must face the risk of dilution of brand value while using NBA stars to endorse brands.

This is also the fatal weakness of the "brand + star" mode: it often appears to be a noisy user, a star image crisis, and multiple endorsements that result in dilution of value.

Moreover, the Quanzhou sports brand can not just hope that the endorsement of several sports stars can bring the Quanzhou sports brand to the world.

For the R & D and design of products, brand marketing, business strategy and marketing channels, there are still too many Quanzhou sports brands to learn from international brands.

There is still a long way to go for Quanzhou brand distance to internationalize.

But we must firmly believe that this day is not far away from us. Quanzhou shoe enterprises will definitely be able to get out of China's international sports brand.