Sports brand Bao Ma Shi calls Li Ning to create "China's first high-end"

In recent years, the name “Bao Mashi” has often appeared in the eyes of people concerned about sports. The name of BMW Mashi can often be seen in the names of sponsors of national and even international professional competitions, various public welfare sports and other activities. .

As a new arm of the Chinese sporting goods market, Bao Ma Shi reflects the completely different from other sports product brands appearing in the product positioning and marketing strategy. This is known as the "China's first high-end" sports and leisure brand, the brand awareness of "mutually independent" and do not hesitate to spend heavily attracted the attention of the industry, and has even cited the vigilance of some well-known multinational brands.

Recently, the reporter interviewed Bao Jinshi Sports Products Co., Ltd. Marketing Director Xu Jin on the marketing strategy of Bao Ma Shi.

Bao Ma Shi positioning high-end

Professional image to enhance the brand

Reporter (hereinafter referred to as "Record"): In recent years, the sporting goods market such as sports shoes has become hotter and hotter, and various kinds of sports and leisure products such as sport shoes have been broadcast on the sports tables at the central and local levels. We have noticed that even though it was a brand that appeared in the market during the same period, the difference between the propaganda methods and other sports products was obvious. What kind of consideration is your company based on?

Xu Jin (hereinafter referred to as “Xu”): The key is that the market positioning of BMW and other brands is different. I think that the current domestic sporting goods market has reached a stage of doing market segmentation.

Most of the imported sports brands are positioned in high-end, and they mainly carry out brand image promotion. As far as local brands are concerned, the current market vigorously promotes branding. In addition to Li Ning’s middle-to-high-end routes, Anta’s attack on mid-range, and Walter’s professional route, other brands with a certain brand awareness are mostly manufacturers in Jinjiang, Fujian Province. It is generally a mid-to-low leisure route. Most of their propaganda strategies adopt celebrity endorsements and advertisement bombing modes. This enables ordinary consumers to quickly recognize their brands and is also highly sought after by many young people who are easily affected by celebrities.

The positioning of BMW Group is in the middle-grade and the target consumer group is 18 to 26 years old. Through sponsoring competitions and clubs, the company appeared in front of this group of consumers with a professional, medium-to-high-end image. It is a target consumer group that directly faces BMW Group. Second, this brand marketing approach similar to international big brands also enhances BMW. Shi entire brand value and positioning.

As far as BMWS is concerned, it also serves casual and professional products and promotes professional sports on the list. Facts have proved that the strategy of BMW Group is correct. According to the current development speed, the company can realize profit next year.

Li Ning to promote the brand

To do the first high-end domestic

Reporter: You mentioned that BMW's position is mid-to-high grade, and it is the first high-end in the country. Please analyze the status of the current overall market level. Why does Baomaoshi aim to be the first high-end in China?

Xu: Taking basketball shoes as an example, the real high-end products in the domestic market are still international brands such as Nike and Adidas, with a price of more than 1,000 yuan. At present, Li Ning, the occupier of the domestic high-end market, actually positions medium-to-high grades, which are about 800 yuan each.

In fact, BMW has tried to take a casual style in the beginning, but it quickly found that this market is not good. The middle and high-end market is just Li Ning's outshoneness and its development is not comprehensive. As a result, BMW Group shifted its focus from leisure to leisure and professional, and attacked high-end markets, competing with Li Ning.

Using Li Ning as an opponent is a way of self-motivation by BMW. It is also a realistic goal for progress. The company expects to compete with Li Ning in the market in 2009, and if there is no way to overcome it by 2010, it will be even more difficult to defeat it later.

BMW Group has done a lot of preparations for this, such as digging up a group of R&D personnel from some well-known companies, and planning to fully roll out our 2,000 sales terminals, build new factories, increase brand promotion, etc. before 2007. . The company is confident that as a new company, it will be less burdensome and will rise faster.

Reporter: What specific brand promotion plans will the company have in the near future?

Xu Jin: At the end of August, the first supermarket model store of BMW Group will be opened in Dongguan Expo Plaza with a business area of ​​3,000 square meters, including 2,000 to 3,000 varieties of goods.

At the same time, it will continue to promote its brand marketing strategy through sporting events. The company has been using CBA as the main promotion platform. Now Baomaoshi Hongyuan has won the return and will start before the next CBA season in November. The company will plan to use table tennis as a promotion method. The Baoma Shi table tennis club is currently out of the 2005 Table Tennis Super League. Qin Zhiyi, Zhang Chao, Ling Weichao, Huang Shee, and Boer in the club are all famous strength players. I believe there will be good ones. Play, this past season will also greatly enhance the brand awareness of BMW Group.

Wonderful speech

● Using Li Ning as an opponent is a way of self-motivation by BMW. It is also a realistic goal for progress.

● BMW Group has hired a group of R&D personnel from some well-known companies. It plans to roll out 2,000 sales terminals before 2007, build new factories, and increase brand promotion efforts.