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Warrii brand strategic analysis: SWOT market analysis

***一*** Advantages

1. Hui Li is an old brand with a history of more than 80 years. It has an unparalleled reputation in the country.

2. There is a wide range of potential consumer groups. The older generation has high loyalty to the Hui Alai brand, the new generation pursues retro fashion products, and the resurgence of domestic products is promoted.

3. Backed by the Huai Alai Group, the company has sufficient funds.

4. The brand culture of "people-oriented, advocating sports and promoting health" is in line with the pursuit of modern people's lives.

5. The product has a high cost-effectiveness ratio and strong price competitiveness, which is in line with the actual spending power of most consumers.

***II***: Disadvantages:

1. The brand image is aging and brand equity is increasingly insufficient.

2. Imperfect operating models, etc., have resulted in the brand not establishing a complete professional image in the shoe market.

3. There is little technology research and development, slow style updates, and conservative business methods.

4. The price elasticity is small and the product structure is single.

5. Consumers’ comparison mentality drives them to purchase big foreign brands.

***Three*** opportunities:

1. China’s sports product consumer market is vast and has great potential.

***Four*** threats:

1. Internationally renowned brands occupy a large share of the domestic market and have a huge impact on domestic companies with their strong strength. Domestic first-tier brands such as Li Ning and Anta have extremely high shares in the domestic sports shoe market, have strong scientific research capabilities, and have complete management systems. Lower-end brands have a competitive advantage in price.

2. Regional trade fairs attract the attention of the world. Chinese elements are exposed to the world, providing opportunities and stages for the development of Chinese enterprises.

3. The world market and the domestic market are increasingly integrated. The internationalization of the domestic market allows any fashion to be "popular simultaneously", and the "***" mentality of foreigners has a negative impact on domestic brands.

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

Analysis of Hui Alai brand strategy: product positioning

Focusing on the characteristics of sports brands, the characteristics of professional sports products, and taking a relatively mid-to-high-end development route, the Hui Alai brand moves toward the "blue ocean" and embodies the brand Features and value promise.

Under the premise that the market is constantly changing, first of all, the brand must be repositioned according to changes in consumer demand; secondly, with the help of brand "insertion", we can obtain new brand thinking that quickly surpasses competitors; finally, through brand " Upgrade" to continuously enhance the brand value and maintain the brand's core competitiveness. Improve product quality, fashion retro trends, national brands, reflect young people's sense of social responsibility, and realize brand modernization. It focuses on the student market, so it should be combined with the fashionable elements of young people's fashion trends.

China is entering an aging society, but in terms of brand building and marketing trends, China has entered a younger era. With the change in consumption concepts, it is reasonable for consumers to pursue styles and famous brands. In the past, Huali was oriented towards the low-end market. If you want to develop into the mid-to-high-end market, you must make a choice among the existing customer base ***Choose to focus on the market***. Young students' strong receptiveness, sense of social responsibility, modernization, and pursuit of fashion are in line with the brand concept of Hui Alai products.

Analysis of Huili brand strategy: marketing strategy

***-*** target market strategy

A classic domestic product with a history of more than 80 years--- - Pull-back shoes, after being dormant for many years, have stood at the forefront of European and American fashion with the overseas retro trend in 2008. Returning to the domestic market, pull-back shoes are slowly integrating with Chinese youth culture and are loved by more and more Chinese rock youth. At major rock music festivals in China, young people wearing pull-back shoes have become a unique fashion scene.

It is precisely because of this that in terms of market positioning, it is mainly targeted at young people, especially the artistic young people who are pursuing fashion and loving music, and further makes it a fashion trend and is accepted by more people, thus changing the public's perception of Hui Li. Shoes traditional view. In terms of leveraging existing advantages, we will further strengthen the cultural connection between the brand and rock music and establish brand culture, such as promoting the brand's rock concept and sponsoring rock performances. In terms of shoe design, we will add some rock styles appropriately while maintaining the classic style. elements and so on. Through these marketing strategies, the brand's influence in the target market can be further expanded and the public's loyalty to the brand can be further expanded.

***II***Market positioning strategy

Some consumers today are nostalgic for "Hui Li" shoes based on their nostalgia for that era. Compared with the market 30 years ago, there are more changes in the market now. First, under the market economy, various domestic and foreign similar products are constantly being introduced, and goods have changed from scarcity to moderate surplus, and market competition has become increasingly fierce; second, people's consumption concepts have changed, and consumers pursue styles, famous brands, and trends. Faced with a wide variety of products, they have a wider range of choices and have higher requirements for products. As an enterprise, only by constantly meeting the changing needs of consumers can we find our own place in the market. Any brand with "historical baggage" faces the problem of repositioning.

Faced with the new market conditions, Huai Alai shoes must give full play to their three major advantages, namely low price, long history, and youth trends, and reposition themselves in the market while maintaining classics. The market of Huili shoes is first positioned as a mid-to-low-end footwear brand, mainly targeting students and youth groups. On the one hand, it gives full play to its price advantage and targets consumers in small and medium-sized towns, mainly low- and middle-income consumers. On the other hand, it uses Its trendy advantage is aimed at college students and fashion-conscious white-collar workers. As well as consumers who mainly live in large and medium-sized cities and advocate new and international fashion trends.

***Three*** Marketing Mix Strategies

1 Products and Services

As an old-brand footwear product, Huili’s flagship product is still Classic sneakers. In the process of Hui Alai's product design, we must first retain and continue this cultural concept, and give it new vitality with some modern designs. Using simple and retro products will surely effectively occupy the position in the minds of consumers. Jai Alai’s pure white track and field shoes, martial arts shoes, tennis shoes and sports sneakers, etc., just fit this image.

Pull back shoes are now given more fashionable connotations. Therefore, on the basis of retaining the classic styles, the design of new products must also reflect the cultural tradition of the brand. The design of force 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 the shoes and a series of themed products are specially made.

As for the workmanship quality of products, higher quality should be transferred to consumers as the price increases, thereby changing the image of shoddy products.

For product extension, we can conduct in-depth research on existing retro products, discover the inherent fashion elements, and use these fashion elements to design other distinctive products.

Distribution

The format of franchise stores built by China’s second- and third-tier sports brands obviously gives people a low-end image. Not only the furnishings of the store, but also the location where the store is located. There is no way to compare with Nike, Adidas, Kappa, Converse or even domestic brands such as Li Ning and Anta. Moreover, store construction costs and store management will also cause great difficulties for Hui Li. So, is there a way to improve the brand image and solve the above problems at the same time? First, we should make full use of online media, such as selling through online franchise stores. Second, while the brand continues to grow, it is also an inevitable choice to gradually and selectively open some Huaili stores in various places. In addition, it is also a good choice to sell on some special occasions. For example, selling these retro shoes in fashionable famous stores would be a good way.

Price

Converse’s ordinary canvas shoes are basically priced at more than 200 yuan. In view of the sales situation of Jai Alai shoes in foreign countries and the impact of the Chinese trend in the world, Jai Alai can also set a relatively high price.

However, Jai Alai’s low price is also a big plus. Moreover, the product positioning itself is aimed at the mid-to-low-end market and youth groups, so the price should be kept relatively low.

Warrior’s brand introduction

Warrior Shoes was founded in 1927 and has a history of 80 years. The "Huili" trademark was registered in 1935 and was recognized as a famous trademark in Shanghai in 1997; in 1999, it was recognized as a well-known trademark in China. "Huili" footwear products have won the National Quality Silver Award, the Ministry of Chemical Industry and the Shanghai Quality Product Award. They have been awarded the title of Shanghai Famous Brand Product and the Shanghai Export Inspection Exemption Certificate for several consecutive years, and won the 21st Spanish International Quality Award. The company has passed the ISO9001:2000 quality management system certification. "Huili" brand is advancing step by step with the development of national industry. Since its birth, "Hui Li" has regarded "continuous self-improvement, fearlessness of difficulties, and courage to enterprising" as the essence of the brand.