"We are positioning fashion and leisure", "our company is walking on leisure fashion lines", "sports leisure" or "leisure sports".

A brand is lonely, the two brands are harmonious, N brands are tragedies. Nowadays, the phenomenon that N brands compete in the same field is so common that many enterprises themselves do not know how to locate themselves. "In fact, some enterprises are also very embarrassed, and it is hard to have a good idea. As a result, looking at the market, their positioning is actually" Shanzhai ".

Fei Lin (China) Co., Ltd. is responsible for the planning of the manager Lin said that the enterprise positioning itself is like building a website, it is hard to think of a good name, the result of Baidu, the same, similar, cottage website hundreds of thousands.

Nevertheless, in today's increasingly fierce homogenization competition, precise positioning is every household.

"It is becoming more and more difficult to locate accurately now."

For example, sporting director, sporting director, a sporting goods manufacturer in Beijing, has made an accurate positioning of the brand in the sporting goods world, the trend of kappa in the mainland.

When Nike and Adidas occupy the traditional sporting goods market and Anta led the "Jinjiang Department" coming back to the top, kappa is consistently consistent, persisting in the fashion movement, and throwing away the marketing model of the existing "sports star endorser + CCTV advertising". "We can say that kappa China's positioning and marketing is second to none in China."

In addition to kappa, XTEP, one of the "Jinjiang Department" lines, is almost the same as kappa. Similarly, when Anta, 361 degree or PEAK play sports stars, XTEP plays "entertainment marketing" and insists on 10 years, although XTEP now relies on sponsorship of Bermingham to enter the pure competitive sports field, but the entertainment quality does not change.

"For Shishi many shoe and clothing enterprises, the biggest drawback in positioning is not persevering."

In the industry, Mr. Fang said that enterprises that are really bigger and stronger will rarely change their location in three or four years, but changing positions in Shishi is very common.

On the one hand, it is difficult for enterprises to encounter difficulties in the course of development. It is hoped that the so-called "upgrading" will be more suitable for market positioning. On the other hand, it will follow the trend and see who sells well and the market influence will be large enough to copy who is positioned.

"Shishi shoes and clothing enterprises must find their own precise positioning, once determined not to be shaken."

Mr. Fang believes that if you want to locate and make a brand, you must stick to it. "In the increasingly fierce market competition and less and less cake in the edible market, there is not much chance to change the positioning of Shishi enterprises."

In the eyes of Mr. Fang, Wirancis's women's trousers, Kaishi and CABBEEN Shishi brands have found their precise positioning.