"What's the difference between Xtep and 361 Degrees, KAPPA, etc.?" A sharp question, to the head of special steps Ding wave. This awkward question reflects the confusion that most people have with domestic sports brands. How to tell the story of the brand profound? How can we impress consumers? Broadly speaking, sports brands also have their own rules. Generally speaking, can be divided into two camps: one is based on professional sports sports brand to provide professional sports equipment, such as Nike, adidas and domestic brands Li Ning, Anta, etc., their marketing to sponsor sports In the other category, fashion sportswear brands are targeted at fashion elements and entertainment stars. International brands such as PUMA, KAPPA, Xtep and 361 Degrees belong to this category. But from the daily marketing, you can still see the intersection. From the product line, the brand positioning fashion sports will of course be in some sports equipment force. For example, special steps will focus on football, tennis; 361 degrees to find the Chinese badminton team's biggest names; KAPPA emphasizes tennis. In fact, the head of each family nor did not consider the issue of precise positioning of the brand. Ding Shuibo also said that it is to see the field of professional sports equipment throughout the red flag, he deliberately chose the blue ocean at the time - entertainment marketing. An interesting detail is: Ding Shuibo selected "X" on the logo, just the opposite of Nike's logo "check mark." Of course, nowadays, the brands that choose entertainment marketing are getting together: You can also see Fan Bingbing wearing KAPPA, Elva Hsiao wearing Anta, Chen Xiaochun wearing Erke and Jang Nara wearing Jay Chou from Delly. Overwhelming RTHK stars may make you feel the earth, but they are strong sales in the second and third tier markets a strong guarantee. The second and third tier cities is exactly what Nike Ady did not think deeply about the new market in China. Perhaps, as Xtep vice president Ye Qi said, in addition to high-priced overseas high-end brands, local advertising is rarely done is their land to leave a local brand reclamation. Now, Xtep has just signed a framework agreement with the day entertainment, in addition to signing the fast women top 5 as the spokesperson, but also will be named soon Fast Girls national tour. In fact, think of the depth of cooperation with the film company's fashion sports brand more than a special step. In February this year, KAPPA and Huayi Brothers signed a strategic alliance and will also conduct extensive cooperation in many fields such as film and television. It seems that the new round of marketing of Chinese local sports brand will start again. Can ask Dingshuibo the biggest difficulties currently encountered, he is still bluntly, the brand positioning, product combination, the management of follow-up with the combination of the three is the hardest. However, Laoding also added: "If the brand is simple, the brand will be worth it?"