July 27th, sunny Sunday.

The sultry weather can not stop the rush steps on the Wangfujing walking streets. Although the flagship stores of the major sports brands do not imagine the flow of people, the relaxed atmosphere gives customers more choice.

There is no clamor for sale and Hawking, but it makes people feel the atmosphere of the Olympic Games.

Integration of Olympic themes into brand awareness

Walking into the flagship store of every sports brand, consumers can see sportswear or sports shoes related to the Olympic Games.

Nike and Adidas's flagship stores have placed Olympic clothing in a prominent position.

As the sponsor of the Olympic Games, Adidas is closely combining the highlights of the projects with clothing and sports shoes.

According to the field observation, Adidas's Olympic apparel and sports shoes and domestic sports brand T-shirts have won more attention. Based on the expanding local consumer groups, ingeniously incorporating Olympic themes into brand recognition will undoubtedly achieve great success in brand building.

The space of experience and purchase

It is understood that although the sports brand has played a "experience Olympic" brand, but because of the differences in its sales channel construction, the main functions of the flagship store on the pedestrian street still have subtle differences.

Nike's main sales channel in China's second tier cities is Nike Factory, which has formed a recognition among young people. Flagship stores are mainly places to experience brands, and Nike Factory is mainly a good place for "Amoy" goods. Experience and purchase are basically completed in two different spaces.

The advantage of functional centralization to consumers is that it is like picking up a catalogue first, selecting according to their personal preferences, then choosing a large list to go on the spot for targeted comparison, and finally picking out satisfactory merchandise.

Adidas's flagship stores and stores are still the main selling channels, but the brand center built in Sanlitun in early July seems to reveal a message even though the space between experience and purchase has become a trend, but all kinds of traditional functions of flagship store are still retained, and the new variety of experience services will be reflected in the brand center.

The channel construction of a famous sports brand in China has always been "self employed", so its flagship stores have relatively few personal consumers, and there are relatively large numbers of agents and group buying customers.

What kind of function should the flagship store undertake, and whether it is appropriate to become a collector of marketing management remains to be further tested.

The price of new products will not rise.

The price is concerned by the consumers.

At the scene, Nike's victory goddess satchel, Adidas's Olympic costume and sports shoes, and some sports brand T-shirts that are related to the Olympic Games host cities are sold well.

The price of the two major international sports brands is basically unchanged from the price of new spring products in 2008, while the price of new products in a domestic sports brand has risen by about 15%.

Some people say that this is the domestic brand "in line with international standards", like other domestic sports brands, the prices of new products in summer have risen slightly.

But experts believe that this is just a representation, behind which implies a deep contest.

The appreciation of the RMB has brought more profits to the international brand without price increase. When the initial price is determined after repeated market research, no price increases without any other important factors will only bring about a new round of fluctuations in supply and demand.

The main problem facing domestic sports brands which are mainly domestic sales is the "survival". If we do not raise prices in the context of general price increases, it will be difficult to face the enormous pressure brought by the increase of production costs.

Only by "surviving" can we take a place in the new round of market shuffling.