I wonder if you understand the warrior brand strategy analysis? Do you know the strategic analysis of Warriors brand? I have arranged some contents for you below. Let's take a look at them together.

? Warrior brand strategy analysis: SWOT market analysis

* * * Advantages

1. Warrior is an old brand with a history of more than 80 years and has an unparalleled reputation in China.

2. A wide range of potential consumer groups, the high loyalty of the older generation to the Warrior brand, and the pursuit of retro fashion products by the new generation have promoted the resurgence of domestic products.

3. Backed by Warrior Group, with sufficient funds.

4. The brand culture of "people-oriented, advocating sports and promoting health" conforms to the life pursuit of modern people.

5. The product has high cost performance and strong price competitiveness, which is in line with the actual consumption power of most consumers.

* * * Two * * *: Disadvantages:

1. The brand image is aging and the brand assets are increasingly insufficient.

2. Imperfect operation mode, etc. , leading to the brand can not establish a complete professional image in the footwear market.

3. Less technology research and development, slow style update and conservative management mode.

4. Low price elasticity and single product structure.

5. The comparison psychology of consumers drives them to buy foreign brands.

* * * Three * * opportunities:

1. China's sporting goods consumption market is vast and has great potential.

* * * Four * * * threats:

1. International famous brands occupy a large number of domestic market shares, and their strong strength has caused a huge impact on domestic enterprises. Li Ning, Anta and other domestic first-line brands have a high market share in the domestic sports shoes market, strong scientific research ability and perfect management system. The competitive advantage of low-end brands in price.

2. Trade fairs around the world attract the attention of the whole world, and the elements of China face the world, which provides an opportunity and stage for the development of enterprises in China.

3. The world market and the domestic market are increasingly integrated, and the internationalization of the domestic market enables any fashion to be "synchronized", and the "* * *" psychology of foreigners reacts on domestic brands.

The resurgence of domestic products revived the trend of domestic products.

? Warrior brand strategy analysis: product positioning

Playing the characteristics of sports brands, playing the characteristics of professional sports products, and taking a relatively high-end development route are the hopes of the Warriors brand to "blue ocean", reflecting the brand characteristics and value.

On the premise that the market is constantly changing, we must first reposition the brand according to the changes in consumer demand; Secondly, with the help of brand "insertion", a new brand thinking that can quickly surpass competitors can be obtained; Finally, through brand "promotion", the brand value will be continuously improved, and then the core competitiveness of the brand will be maintained. Improve product grade, fashion retro trend, national brand, reflect young people's sense of social responsibility and realize brand modernization. It focuses on the student market, so it should combine the fashion elements of young people's fashion trends.

China is stepping into an aging society, but in terms of brand building and marketing trends, China has entered a younger era. With the change of consumption concept, it is reasonable for consumers to pursue styles and famous brands. In the past, Warrior targeted the low-end market. If it wants to develop into the middle and high-end market, it must make a choice among the existing customer groups. Young students' strong acceptance, social responsibility, modernization and pursuit of fashion are in line with the brand concept of Huili products.

Analysis of Warrior Brand Strategy: Marketing Strategy

* * * Target market strategy

Pull back shoes, a classic product of China with a history of more than 80 years, have stood at the forefront of European and American fashion after years of silence and with the overseas retro trend in 2008. Back to the domestic market, pull back shoes are gradually combined with China youth culture and are loved by more and more Chinese rock youth. At the major rock music festivals in China, it has become a unique fashion landscape for young people to wear pull-back shoes. Because of this, in the market positioning, it is mainly aimed at young people, especially the young artists who pursue fashion and love music, and further makes it a fashion trend and is accepted by more people, thus changing the public's view on the tradition of pull-back shoes. On the other hand, give full play to the existing advantages, further strengthen the cultural connection between the brand and rock music, establish brand culture, such as promoting the brand's rock concept, sponsoring rock performances, and appropriately adding some rock elements on the basis of maintaining the classic style in shoe design. Through these marketing strategies, the brand's influence in the target market and the public's loyalty to the brand will be further expanded.

* * * Second * * Market Positioning Strategy

Today, some consumers' nostalgia for "warrior" shoes is based on the nostalgia for that era. Compared with the callback 30 years ago, the market has changed more now. First, under the market economy, all kinds of similar products at home and abroad are constantly innovating, and the shortage of goods has turned into a moderate surplus, and the market competition has become increasingly fierce; Second, people's consumption concept has changed. Consumers pursue styles, famous brands and trends. Faced with a wide range of goods, they have a wider range of choices and put forward higher requirements for goods. As an enterprise, only by constantly meeting the changing needs of consumers can we find our own position in the market. Any brand with "historical burden" is facing the problem of repositioning.

Facing the new market situation, pull back shoes must give full play to their three advantages of low price, long history and young trend, and reposition the market while maintaining the classic. The market of pull-back shoes is first positioned as a low-end footwear brand, mainly aimed at students and youth groups. On the one hand, give full play to the price advantage, locate low-income consumers in small and medium-sized towns, on the other hand, use its trend to locate college students and fashion-seeking white-collar workers. And consumers who mainly live in large and medium-sized cities and advocate new trends and international fashion trends.

* * * Three * * marketing mix strategies

1 products and services

As an old-fashioned footwear product, Warrior's flagship product is still a classic style of sneakers. In the process of Huili's product design, we should first retain and continue this cultural concept and give it new vitality with some modern designs. Using simple retro products is bound to effectively occupy the position in consumers' minds. Pull back's pure white track and field shoes, martial arts shoes, tennis shoes and sports shoes just fit this image.

Pull back shoes are now endowed with more fashion connotations, so on the basis of retaining classic styles, the design of new products should also reflect the cultural tradition of the brand. The design of power shoes must cater to the fashion vision of these young people. On the basis of retaining the traditional style and logo, some changes are made in the appearance of shoes, and some series of themed products are specially made.

For the quality of products, consumers should be given higher quality with the increase of prices, thus changing the image of pull-back shoes.

As for the extension of products, we can explore the existing retro products, discover the inherent fashion elements, and use these fashion elements to design other distinctive products.

be distributed

The form of specialty stores built by domestic second-and third-line sports brands obviously gives people a low-end image. Not only in the display of the store, but also in the location of the store. It can't be compared with domestic brands such as Nike, Adidas, Kappa, Converse and even Li Ning and Anta, and the store construction cost and store management will also cause great difficulties to Huili. So, is there any way to solve the above problems while enhancing the brand image? First, we should make full use of online media, such as selling through online franchise stores. Second, while the brand is growing, it is also an inevitable choice to gradually and selectively open some Huili stores in various places. In addition, selling on some special occasions is also a good choice. For example, it would be a good idea to sell these retro shoes in a fashion shop.

price

The prices of converse's ordinary canvas shoes are basically above 200 yuan. In view of the sales situation of pull-back shoes abroad and the international influence caused by the China agitation, pull-back shoes can also be set at a relatively high price. However, the low price of Huili is also a big advantage. Moreover, the positioning of the product itself is oriented to the low-end market and youth groups, so the price should remain relatively low.

Warrior brand introduction

Warrior Footwear was founded in 1927 with a history of 80 years. The trademark "Warrior" was registered in 1935 and was recognized as a famous trademark in Shanghai on 1997. 1999 is a well-known trademark in China. "Warrior" footwear products have successively won the National Quality Silver Award, the Ministry of Chemical Industry and the Shanghai Quality Product Award, won the title of Shanghai famous brand products and the Shanghai export inspection-free certificate for several years, and won the 2 1 Spain International Quality Award. The enterprise has passed the ISO900 1:2000: 2000 quality management system certification. With the development of national industry, the brand of "Warrior" is also advancing step by step. "Huili" takes "self-improvement and enterprising spirit" as its brand essence since its birth.