Chianda and Bago shoes each have their own advantages. Both Bage and Qianda chose to strengthen single product categories.

Bago: sneakers + sports denim

Bago was founded in 1986. In the same year, it independently developed China’s first pair of sneakers, which has been 27 years ago. But in fact, this star brother, who is now known as the "sneaker family", did not only focus on sneakers at the beginning.

At that time, the international sneaker trend was becoming more and more influential, and a new generation of domestic consumers born in the 80s and 90s who pursued individuality and independence was about to arrive. Bago gradually realized that sneakers would become the mainstream wear of the younger generation of consumer groups. , and then he shifted his focus to sneakers.

After several years of market experience, the product series of Bage sneakers has been continuously enriched. In 2008, it launched three series: street fashion, cool fashion and leisure time. In recent years, it has even grandly launched a series of sneakers designed by its endorsement stars. In 2010, sneakers "Liu Qian I Generation" and "Liu Qian II Generation" designed by Liu Qian, one of the fashion star endorsement groups of Bago, were grandly launched. In 2011, "Liu Qian III" sneakers were launched. In the same year, the "Dance King Sneakers I" and "Dance King II" designed by Nam Hyun-joon, another star of the Myna Fashion Star Endorsement Group, were also launched.

If there are only shoes, the category will be too single and difficult to meet the requirements of terminal display. To this end, in early 2007, Bago cooperated with South Korea's SIOR clothing design company to launch "sports denim" in due course. "Sports denim" has become a partner of sneakers, which can not only continue Bage's brand style, but also enrich product categories. Different from popular denim, Bage's "sports denim" combines sporty design and tailoring, and uses sporty colors, retro lines and embroidery collage to highlight fashionable personality, complementing sneakers.

Qianda: Uncovering the connotation given by culture

Later than Bago, in 2003, Qianda, which valued the market potential of sneakers, also began to develop and produce sneakers. But in the early days, the promotion of Qianda sneakers encountered huge resistance, the most direct rejection from dealers across the country. The reasons given by dealers are very direct and sufficient - there are no sneakers on the market and the market situation cannot be controlled.

Faced with difficulties, we found another way, re-examined, and finally came to the conclusion that there is no prospect of selling sneakers just as a kind of shoe. What consumers need is the street culture, trendy heritage and uniqueness carried in sneakers. personality. Later, Qianda used this as a point of appeal to promote its products. After several quarters of market testing, dealers reversed their attitude and actively took delivery of goods.

In 2004, Qianda officially switched sneakers to the main production line. Since then, Qianda's sneakers pattern has initially taken shape. In 2005, Chianda signed the popular star JJ Lin and took advantage of the opportunity to launch the exclusive "Jiangnan" series and the "Creation Brand" series rich in oriental culture. In addition, Qianda also integrates Western trends with Eastern classics, giving the brand richer connotations. Later, some cultural elements with Chinese flavor also appeared on Qianda skateboard culture shoes one after another, such as "Misty Rain Jiangnan", "Splendid Jiangnan", "Longyao World", "Star Dream Romance"...

< p>In 2007, Qianda sneakers topped the sales list of similar products in the national market. In the same year, it decided to enrich its product structure, invest in the production of skateboard accessories, and focus on the field of trendy clothing. In 2008, with the popularity of casual clothing, matching casual shoes and sneakers became more popular in the market. Qianda, who has sensed future fashion trends, is also striving towards the goal of "China's No. 1 brand of sneakers".

2. Promote trendy culture and aim at entertainment marketing

The street culture and trendy heritage contained in sneakers make entertainment marketing undoubtedly the most suitable marketing promotion method. Bago and Chianda also chose to use entertainment marketing for brand promotion.

Bago: Continuing the personalized route and playing with entertainment marketing

In terms of marketing and promotion, Bago continues the brand’s personalized route, enables entertainment marketing, and gradually gets closer to consumers. Psychological distance.

In July 2008, Bago signed a strategic partnership with SOCOOL magazine. SOCOOL is a magazine that provides fashion information for fashion enthusiasts around the world. It is popular among young readers. Its readers are very consistent with the target consumer group of Bago. Later, Bage cooperated with online TV PPS to place large-scale advertisements on the live broadcast columns of "Variety Entertainment" and "Sports World", and also named the live broadcast column of "Hunan Satellite TV", which increased its popularity on the online platform. In the same year, Bage also cooperated with the Internet video website Youku and won a large number of audience resources.

In 2009, Hunan Satellite TV's new media Golden Eagle Network attracted much attention as the live broadcast area of ??"Happy Girls". Bago reached a friendly cooperative relationship with it and became the "2009 Happy Girls Network Strategic Partner".

In 2010, Bago’s biggest investment in entertainment marketing was to launch a star group. At the same time, he signed magician Liu Qian, Asian dance king Nam Xianjun, and Hunan Satellite TV’s popular host Sun Xiaoxiao to perform trendy entertainment concepts. . As Bage said, Liu Qian is used to increase popularity, Nam Xianjun is used to express the trendy style, and Sun Xiaojie is used to convey entertainment concepts. After signing the contract, Bago took advantage of the situation and launched a series of sneakers designed by Liu Qian and Nan Xianjun.

For Bago, entertainment marketing is easier to gain recognition from consumers, and the resources chosen by Bago are close to its route and consumer audience. In addition to the above initiatives, Bago also sponsored the Xiamen White Dolphin Beach Music Festival.

Qianda: A pioneer in entertainment marketing

Although it is not as frequent as Bago, Qianda has also worked hard in entertainment marketing. In 2005, Qianda signed JJ Lin as its brand spokesperson, becoming a pioneer in entertainment marketing and interpreting Qianda's brand personality with the help of the youthful and fashionable image of the spokesperson.

Skate shoes are always indispensable with graffiti and other trendy elements. In 2008, Qianda teamed up with "SIZE" magazine to hold the "China Goes Shang" skateboard shoe graffiti competition. The one-month competition allowed for effective interaction with consumers. In 2010, Qianda collaborated with the popular online game "Martial Arts" to hold a Chinese classic martial arts culture-themed graffiti contest, moving offline graffiti online and carrying the trendy event to the end.

While promoting in print media and online, Qianda also extended its promotion channels to television, which has the widest audience. From 2010 to 2011, Qianda continuously sponsored the large-scale domestic competitive program "Anhui Satellite TV Boys and Girls Rush Forward". The program was innovative and interesting, and was deeply loved by young audiences, which helped broaden Qianda's radiation coverage and influence. .

In September 2011, Qianda launched the second generation of celebrity endorsements. The spokespersons were "Fast Guys and Fast Girls" Wei Chen and Su Miaoling. As stars from Hunan Satellite TV's well-known talent show, they are more concerned by the younger generation, and these young consumers have gradually grown into the main force in the consumption of trendy products. This is more conducive for Qianda's brand to get closer to young consumer groups. .

In fact, Bago and Chianda are also involved in sports marketing. Ruqi Anda has reached a strategic cooperation with the top international roller skating World Cup China competition "2008 China Suzhou Roller Skating World Cup Taihu Marathon". Starling was the title sponsor of the 10th National Extreme Sports Competition in 2009. But no matter what, brands with trend factors are more closely related to entertainment marketing.

(China Shoe Network - the most authoritative and professional shoe industry information center,)