Interview With Marketing Director Yu Jinjie, Sporting Goods Co., Ltd.

Yu Jinjie, director of marketing

"When sports enter life, we need to keep pace with the times in the definition of brand, always pursue innovation, be an advocate or leader of lifestyle, and the integration of fashion elements is a necessary breakthrough point."

Yu Jinjie, director of marketing, said that after years of grasping the development trend of the industry and integrating the market resources, the wolf brand has been repositioned in the pursuit of innovation and relaxed and interesting lifestyle, with confidence, vitality, health and fashion as the label to create a personalized trend sports brand.

And through the understanding of the current trend culture and the mining of brand characteristics, we can extract four brilliant points of "shining sports, shining fashion, self glory and health" in brand advocating "the world sparkles with you".

In 2011, the brand of the trend sports brand will create a personalized era of "glory".

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From Zhang Jie to the "quick men's star group", the wolf's eyes sparkle.

Following the signing of the pop singer Zhang Jie in 2007, the wolf brand has recently joined hands with the large singer singers "Happy Men's voice" and formally signed the first three strong Li Wei, Liu Xin and Wu Yi spokesmen for the brand. At the same time, Ai Mengmeng and Yang Lei, two of the top ten super girls in the past 06 years, were taken to their ranks.

So far, the star brand spokesperson of the wolf brand has reached 6.

This is not only a new attack on the wolf brand after Zhang Jie, but also a high profile upgrade of the wolf brand's new image.

In view of the tremendous influence of brand spokesperson on enterprises, in recent years, footwear companies are increasingly keen to hire brand image spokesmen, hoping to enhance the market competitiveness of enterprises with the power of brand spokesperson, and directly graft the strength and influence of brand spokesmen to enterprises.

As a popular entertainment program, "happy male voice" has become the most entertaining and entertaining entertainment for the young generation in China.

And the "fast man" three strong: Li Wei, Liu Xin, Wu Yi three people are more undeniably become the hottest entertainment star this year, signing them no doubt will bring great influence to the wolf.

"Li Wei, Liu Xin and Wu Yi are three people who have been tested and challenged through the elimination of competitions. They have chosen all the way to go through the final stages of the competition, and the spirit of their aggressive and enterprising spirit and the shape of their fashionable personalities coincide with the lifestyle and brand positioning advocated by the wolf."

Yu Jinjie, director of marketing, said that the group's signing of the top three men and two super girls reflected the keen sense of the wolf's fashion and entertainment and its persistence and firm belief in the fashion movement. At the same time, it will provide a broader extension and upgrading space for the entertainment marketing of the wolf brand.

"Yao" fashion is also "shining" campaign, and the wolf has launched the four "shining" points.

"Never stop demanding for the sake of sports, and do not give up the desire for sports for the sake of the tide!"

"As a personalized trend sports brand, we are actively advocating a dynamic and healthy life philosophy, dedicated to bringing new brand experience to young people between 15 and 35 years old."

Yu Jinjie, director of marketing, said that the wolf brand has been working hard in the field of fashion sports. This time, through the understanding of the current trend culture and the mining of brand characteristics, the four new ideas and products differentiation of "shining sports, shining fashion, self glory and health" have been reproduced, and the trend of location of the wolf brand has been summed up more clearly.

And how to understand these four "Yao" points? Yu director explained: "Yao sports" explains the healthy movement property of the wolf brand, and shows sports passion through the performance elements such as street basketball, skateboard and hip hop tennis. "Yao fashion" shows the mix and relaxation style of the wolf brand "Sports and life" and "life and fashion". "Shining self" interprets the fashion style released by the wolf's advocate of relaxed, interesting and self created lifestyle. "Yao health" requires us to pay attention to the health attributes of low carbon and environmental protection in product development, and bring healthy lifestyles to consumers.

Compared with the previous ones, "Yao self" and "Yao health" are the biggest differences.

Yu director said that this is mainly determined by the location of the consumer group of the wolf brand.

"The group of consumers who are faced with wolf is mainly after 80 and 90. This group pursues individuality and fashion, and pays more attention to healthy and comfortable life style."

In the era of entertainment supremacy, the wolf brand, a marketing mode with entertainment as its core value, is precisely adapting to the trend of the times.

Whether the expansion of the image spokesperson from Zhang Jie to the "fast men Star Group" or the repositioning of the brand from the fashion movement to the personalized trend movement has laid the foundation for the new wolf brand to create a distinctive brand differentiation image, I believe that in the near future, we will usher in a new "shining" era of the wolf.