Study On Deerway Brand Strategic Transformation

With the development of national economy and the raise of income level, the enthusiasm of sports participation is getting higher and higher, the demand for consumer spending of sports apparel in China market is become bigger and bigger which greatly promote the rapid development of domestic sport goods industry. And the development of domestic sport goods industry is been greatly promoted after the successful held of the Beijing Olympic Games in2008and the Guangzhou Asian Games in2010.But in recent years, the domestic market is been occupied after some international fashion brands like ZARA and H&M jammed into China and the market competition is been badly intensified with the extending promotion of some international brands like Adidas and Nike. High cost, huge inventory and low discount become a problem of sports industry and which brought tremendous challenges to domestic brands as Lining. Anta, Xtep and Deerway.The international brands are trying to occupy the core-market of domestic brands. They layouted sports market by comprehensive markings such as signing international famous stars, investing lots of ad, organising all kinds of grand-activities and permeating into the second, third and fourth line cities. For domestic brands such as Deerway, their capacities of management are been tested by the following ways:how to consolidate the power of influence in advantage market, how to increase consumers’ brand loyalty by high price ratio productions and how to build differential brand image in fierce market competition.Domestic brands must increase investment in brand building, increase brand management capabilities and to establish a clear brand strategy in the face of rapidly changing market environment and to deal with the impact of international brands.So research in the perspective of the whole industry on enterprise brand strategy formulation and implementation is essential to enhance the competitiveness of enterprises via brand strategy adjustment.In this paper, we study the Domestic brand-Deerway. We analysis pros and cons of strategies of the whole process of brand building including strategy in the product positioning, spokesperson selection and media delivery. And we make a comprehensive comparison of brand strategy with its Competing brand in order to work out a DEERWAY brand strategy reorientation. We conduct research on the specific measures of Deerway’s brand management using theories of brand strategy, brand management and marketing management, base on the real statistics of Deerway brands and comparison of its main competitor-Xtep brand to discover brand strategy problems and deficiencies of Deerway. And at last we propose several suggestions on strategic transformation of Deerway Brand: Deerway should have a clear brand positioning in the brand communication--"life sports brand" and strengthen this positioning in integrated marketing. In the meantime Deerway should let the product image and brand positioning complement each other during product design and development to improve the degree of fashion and leisure of its brand Additionally Deerway should make full use of long-term accumulation of brand equity, take advantage of the entertainment communications platform to communicate with consumers.Only when the product strategy, channel strategy, consumer communication strategy, media strategy, spokesperson strategy have an overall upgrade. It may be able to achieve the transformation of Deerway brand strategy and win the fierce market competition.