For consumers, the mere mention of "Wong Lo Kat" will immediately think of herbal tea and afraid to get angry; mention of "Nike" will immediately think of sports shoes. And vice versa, as we talked about herbal teas, sports shoes, you will immediately think "Wong Lo Kat" and "Nike" come to mind.

   Why is this? Answer lies in the "positioning" word.

   First, what is the positioning of marketing?

   Positioning (Positioning) is a concept in the 1970s the United States two marketing experts Ai • Rees (ALRise) and Jack • Trout (JackTrout) proposed. Location marketing is by finding different customer needs, reasonable position, and continue to meet its process.

   The substance is re-positioning of marketing segmentation and positioning to consumers, markets, products, prices and advertising appeals. Now the market has been unrivaled in the world can not find a product, for each type, and each category has a wide range of products. Your product to stand out, you have to try to shape the differences, let him have a different position, so as to form a segmentation and similar products, it is easy to attract the attention of consumers. "Wong Lo Kat" is to use a "fear of angry, drink Wong Lo Kat" let themselves in the tea market in different, stand out.

   According to incomplete statistics, China's sporting goods manufacturing enterprise engaged in a certain size has tens of thousands of "Made in China" accounted for 65% of the world's sporting goods market share. And the birth of the "Li Ning", "Anta", "Olympic", "special step", "Del benefits" and other well-known brands. Even so, most of China's sports brands have a certain type of sports can not be equated (a reference to "Double Happiness" think of table tennis and ping pong equipment), such as "Li Ning" brand products actually represent his sneakers? sportswear? dedicated gymnastics equipment? Or other? difficult to say. The main reason for the formation of such a market situation is the corporate brand and the product is not accurate, clear positioning.

   So, how to locate sports marketing?

   Second, sporting goods targeted marketing programs

   1, product positioning: What kind of products produced?

   Product positioning is a product positioning in the minds of consumers, so that consumers have similar needs, will be reminiscent of such trademarks. Product positioning it must create product differentiation and competitive products segment produces and presents its own unique selling point that USP, the unique selling point must be of similar products not available or no initiative. Expression must be unique selling point is clear, incisive, and must not use "high quality", "technological leadership" so ambiguous expression.

   The face of sports shoes in the field of brutal competition, "special steps" independence secluded paths which the product positioning in the avant-garde, fashion, casual sports shoes, not only with the "Nike" as the representative of a professional sports shoes were obviously separated, and also and "Double Star" had a distinct segment represented by casual sports shoes. "General feeling" of this unique selling proposition is consistent with the age of 13 -25 year-olds who appetite.

   Yun Yun glasses in this category, while other brands from the material to make a fuss, "European wild" positioning itself as 100% UV sport glasses.

   Products enterprises to participate in market competition, "weapon", product positioning should be fully integrated regional market demographic, economic conditions, consumer habits, buying characteristics, etc., through detailed market research, meticulous product segments or positioning. Product positioning methods are functional (Adidas's "chip smart sneakers"), image type and brand type (such as Li Ning, Nike) and so on, but either way positioning, we need to find their own unique selling point and value proposition, unique products only, only "outstanding" in order to get better profits and expand the space.

   2, the consumer orientation: Product whom?

   Sporting Goods, unlike milk, rice kind of mass consumer goods, everyone needs, he needs for the consumer to make an accurate positioning. Positioning in the professional athletes, or the general public? Sold to the general public in your college or business elite?

   For a sports brand, its target market there are four main blocks. First, high-end equipment for professional athletes market; Second, the general public market; three are eager to sport and the actual movement of the soul craving little comfort to communities and collections market; four groups of non-transfer sportswear market. "Li Ning" in the beginning of the market position in the general mass market, "Nike" and "Adidas" is targeted at professional athletes equipped with high-end market. Consumer location is different consumers seeking to purchase the differences based on consumer psychology and buying motives. Factor in consumer purchasing motivations and psychological needs are the following: 1, the value of consumer psychology, that is, through a product or service to meet their reputation, status and other psychological needs; 2, consumer habits psychology of being able to meet customers' daily behavior, spending habits; 3, the identity of the consumer psychology, that reveal the identity or location of psychology; 4, emotional consumer psychology, psychological motivations that influence customer emotions orientation. Whether manufacturers or merchants, and only for the psychological needs of consumers and purchase motivations, accurate positioning, "match up" marketing model can succeed.

   The product positioning in the avant-garde, fashion, casual sports shoes "special step", no fashion elite in the target consumer choice, but do not select the general population, but positioned in adolescents between the ages of 13-25. Because the psychological needs of young people aged 13-25 is the pursuit of rebellious personality, avant-garde and stylish. To make "special steps" in order to make their products and the positioning of the target consumer group has a bridge, "special steps" in consideration of an annual 4.5 million yuan and the Hong Kong Emperor's Nicholas signed on as the Xtep brand spokesperson and ambassador. Because, in the young generation Nicholas has extraordinary appeal, is the age group of 13-25 kids run wild idol, whether in its own screen, or in life are very rebellious, personalized, stylish image characteristics.

   3, price positioning: How much to sell?

   Price is a key factor in the market, but it is not the decisive factor, but not the price positioning the cheaper the better, such as "Nike" seven-eight hundred ten pairs sold better than one hundred of the domestic sports shoes. Positioning the price depends on the brand's strategic positioning and future direction of the product and market development, for example, Anta sports shoes price positioning in the 200-400 yuan, the price of Nike shoes positioned 600-1000 yuan.

   Anta reason why the price positioning in the 200-400 yuan, because Anta product positioning is to serve the mass market, the target consumer groups in the main monthly income of 2,000 yuan or so above the family. Therefore, such a customer base positioning determines the price of the product only ANTA positioning in the target market can afford the price, but the Nike brand is a premium brand and product positioning, target consumers are professional athletes and high-end consumer groups.

   "Li Ning" price positioning is 30% to 40% lower than the international brands, 50% higher than Anta, Double Star and other domestic brands. This implies that the "Li Ning" Compared with domestic brands ahead of its quality and technology, to create "I have fine." Compared with the world's top brands of similar products by price advantage to seize the market, to create "honest people I have."

   In short, the price depends on the purchasing power of the product positioning brand positioning and target consumer groups.

   4, market positioning: the main piece of the market?

   Market positioning, determine the direction of product development, market positioning is accurate or not, related to the success or failure of product promotion. Good product, must have a good market position, either biased, are likely to lead to a global lose.

   When Li Ning, Anta, special steps such as sports brand diversification, market positioning Peak is doing a professional basketball equipment, to build China's first brand of basketball, and to blaze a new trail.

Pick Why is this positioning? Because since 1989 the Olympic birth, should be after ten years of accumulation, the market has been very professional and Olympic basketball recognition. The reason why the market positioning of the Olympic basketball professional sports equipment, it is because the movement potential of the Chinese market investigation found that basketball is now China's largest sport, more than football.

   Of course, sporting goods market position in addition to considering the target consumer groups, we should also consider the spending power consumption characteristics, distribution channels, communication methods. Reasonable market positioning, product on the market is to promote the success of the "cornerstone" and also products on the market can have it both ways, and ensure invincible.

   5, ad targeting: How to tell the consumer?

   Advertising is the art of persuasion. When a product good product positioning, consumer positioning, market positioning, after the price positioning is necessary to think what kind of form and style to the demands of consumers. Targeting first consumer product positioning and consistent with that to whom? Second, say what you want to be consistent and product positioning. Finally, how to say that what kind of expressions and artistic style to convey products to target consumers selling point.

   We know that "special steps" target consumers are young people between the ages of 13-25, and its product positioning is avant-garde, fashion, leisure. Therefore, special steps ad targeting is taking the entertainment + sport routes, with youthful entertainer as product spokesperson to appeal products target consumer group; advertising slogan "general feeling" is a direct expression of the avant-garde, personality, fashion product positioning and brand image.

   Whether fortitude healthy "God of War" Liu Yudong coupled with straightforward images and rhetoric without modification advertisements: I do not know how much the pitch I ran back and forth, do not know my shoes and the ground has occurred many times friction, but I know I'm very comfortable and wearable shoes; still NBA players Shane Battier uttered "Icanplay", Pick of the ad targeting to the audience is always professional basketball equipment image.

   Product positioning is good advertising similar products segment, into the minds of consumers reached an important means and forms. Of course, the ad targeting is not static, it need to change the brand positioning is changed. For example, "Anta" The initial ad position is "I chose my favorite", with the "Anta" product upgrade, now ad targeting becomes a "Anta never stop." "Li Ning" In the ten years of development history, its ad targeting from the first "China's new generation of hope" to "the wonderful for yourself" to "I exercise my existence", "sharing the beauty of sport in the world," "excellent , from the character "until today," everything is possible "has gone through eight changes.

   In short, the identical product homogeneity serious, "flooding", the market operation modes are also "stereotyped", "similar" Today, companies as long as their products, consumers, marketing, and advertising to make scientific and reasonable price position, formation and similar products segment, not afraid of no market, will be able to come to the fore, the brutal competition in the market and remain undefeated, even those that are no longer popular products.