Qizhi Lang, which has long been focusing on casual dresses, will hold a research and development conference to officially announce its entry into the sports goods market. This is the latest Quanzhou industrial and economic news obtained by the Morning Post. Due to Qizhi Lang's leading position in the industry, the industry has made bold analyses. Through years of brand building, a flexible and diversified brand management standard model in Quanzhou has entered the substantive exploration stage. The most comprehensive Crown store! Network helps you find the best sellers and products on Taobao. Please remember our permanent domain www.taoiei.com [http://www.taoiei.com]. Industry insiders analyzed that so far, the annual market sales of China's sports goods have exceeded 158.7 billion yuan and are increasing at an average annual rate of about 30%. How to register on Taobao [http://www.306543.com], with great potential for development. Plus, it coincides with the 2008 Olympic Games, which can be said to be the golden period of the sports goods market. Qizhi Lang's entry into the sports market should also be optimistic about this opportunity.
In terms of specific operations, brands from Quanzhou almost dominate half of the domestic brands. How to compete in different ways has already become a hot topic in the industry. The general manager of Qizhi Lang Sports Goods Company told the Morning Post reporter: "After nearly a year of market trial exploration, the main target market for the Qizhi Lang sports brand is the second and third-tier markets in China."
He revealed that in the past two years, the senior management has been working on preliminary work, continuously examining the market, reserving human resources, studying products, and conducting large-scale communication with channel partners, etc. In addition, the successful integration of basic resources in the previous year's trial operation this year.
Zhou Shaoxiong, president of Qizhi Lang Industrial Co., Ltd., mentioned that Qizhi Lang spent three years sponsoring a series of sports events, aiming to solve the对接problem between Qizhi Lang's brand culture and the sports industry, starting from leisure to enter sports.
Regarding this, Zhou Yingli, the manager of the planning department of Jordan Company, believed that the Qizhi Lang brand is suitable for making sports products. She said that brand extension depends on whether it is related to the original industry and whether the new market is close to the original personality of the brand. Qizhi Lang itself represents the spirit of "wolf" and the personality of movement, with a good brand foundation.
Industry insiders then mentioned that extending from skirts to sports goods is inherently highly relevant. However, brand extension is not necessarily better when more extensive; scientific management is very important. So far, there have been many examples where the extension of a brand deviates too much from the original culture or stretches too far, thereby overextending the original brand assets, such as Lacoste, Playboy, and Pierre Cardin, none of which have done well. "Therefore, how to manage brand extension well is a challenge for Qizhi Lang!"
Regarding the competition triggered by this matter, Huang Zhongfei, the manager of the planning department of Peak Group, analyzed that Qizhi Lang's entry into the sports goods market would not immediately impact existing sports brands like Peak, as the market is vast, with numerous brands. Whether it can perform well in the future remains to be seen.
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