New Bai Lun: Professionalism'S Gradual Deduction

In order to cater for the brutal competition in the international market, new Bai Lun also quietly moved the product factory to mainland China. However, unlike Adidas and Nike in mainland China, there is no "sale right" in the Chinese manufacturing industry. The whole production process and product flow are completely controlled by the professionals of new Bai Lun sent to China. This measure, on the one hand, reduces the production cost of the new product and enhances the market competitiveness of the company. On the other hand, the sales price of the product also has a larger profit margin.

At the same time, it has also reduced the spread of fake and shoddy products to the mainland market.

However, from a professional point of view, the new brun still has a hard nut to crack, which limits its brand development. That is, new brun does not sign sports stars as the spokesperson of the image. On this point, new brun is lagging far behind competitors such as Adidas, Nike, Reebok and Puma.

Why doesn't new superstar sign a superstar as the image spokesman? The answer seems to be unclear. The same strategy, though new, is strong and unyielding in the US market, but in a new sports market such as China, the lack of a star's wallet can make new hundred Lun have no market influence.

Because from the perspective of market consumers, the same pair is worth 800 yuan (6.2640, 0.0015, 0.02%).

Chinese sports fans will obviously choose famous brand products Nike and Adi, because no one knows where the new brun is sacred.

But through the practice of recent seven or eight years, new brun actually has a clear market positioning. They do not blindly participate in the vicious competition of other sports brands in China's sports market, but concentrate their firepower on a specific area of a market.

In the past two years, new brun has stepped up its investment in brand marketing in China, and has made breakthroughs in resources, creativity and communication channels.

According to the statistics of new Bai Lun, Chinese people will contact 500 advertisements every day.

New Bai Lun tries to pass a series of new

To provide more cognitions to Chinese customers about brands, the choice of new brun is microfilm, which naturally integrates brand information into storylines, triggering emotional resonance among viewers.

In September 2013,

Several micro films have been launched in the Chinese market.

They did not take the traditional advertising routines of sports brand, and there were neither professional athletes nor competition venues in the new advertising film.

In the advertisements named "girl Sherlock", "sad cuisine", "ingenuity" and "New Street doctrine", they appear to have nothing to do with sports except for the occasional close-up of new hundred Lun sneakers.

Taking "sad food" as an example, in a 18 minute short video, it tells how the owner of a restaurant used food to help those who were injured by love hurt their feelings.

This moving short film has gained 4 million hits from each video platform since its release, and is completely pmitted by the viewer by WeChat.

Although each advertisement does not have a clear brand orientation, they may have moved the customers who want to move.

In addition to video advertising, new Bai Lun has also done a lot of offline promotion. The most successful thing is to bring the "The Color Run" popular overseas "color running" activities into China.

Compared with the current trend, new Bai Lun believes that jogging in China is the opportunity. If you search for jogging in Baidu micro-blog index, the maximum number of searches per day in 2011 is 496 times, and in 2014 it has jumped to 1330 times, nearly 3 times that of the former.

Since the "The Color Run" event was held, the venue was full, and even there was a difficult situation.

As the chief sponsor, new brun introduced the unique 5 kilometer running activity to China. In such a novel and interesting way, the brand has been integrated into people's life and let every ordinary person feel the charm of jogging close to each other. This is something Chinese sports brand has never done before.

Comment: all along, the channel is the winner of the international brand competition.

Whether in the early years, Reebok in the United States, or Puma in the first ten years of this century in Europe, the main reason for the dim light in the Chinese market is the improper channel strategy.

The new collimation camp model is very valuable. After all, as a niche brand, it is not exactly like the first tier brand in terms of channel development.

If we only consider the short-term gains and throw away the "sheep strategy", the result will inevitably be a long-term injury to the brand, and it is difficult to turn over.

After all, the wave of the sports shoes market is not always possible.