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The Pformation From "Buick" To "361 Degrees"

2012/2/14 10:46:00 86

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361 degrees

The name is a bit mysterious.

At the beginning of the establishment of the brand, how to rapidly expand its popularity, while other sports brands focused on the "star + advertising" mode, the 361 degree was another way to find the Internet channel.

Since 2004, it has started strategic cooperation with Tencent from 361 degrees, from single advertising to implantable network marketing, and then to experience interactive marketing.

When people open QQ to chat with their friends, they will pop up the 361 degree advertising interface. Playing the game of landlords suddenly finds their identity turned into a "361 degree businessman". The virtual image can be changed to 361 degree sports equipment.

Starting from Tencent, the marketing network was extended to Sina, Sohu, NetEase, campus, mop and other network platforms by 361 degrees.

"In China, 70% of sports goods market consumption is concentrated on young consumer groups, which is the core group to seize at 361 degrees."

By combining the strategy of "high-altitude bombing" with "sports marketing + strong media" and the "interactive ground interception" of network interactive marketing, the brand loyalty has been rapidly cultivated and upgraded at 361 degree, and has also gone out of an alternative marketing channel.

Joint efforts to enhance R & D capability

Only by matching high quality R & D platform for high-end sports resources can we truly realize science and technology.

From the 2010 Asian Games in Guangzhou, the 2011 Universiade in Shenzhen to the China Super League, such as the Chinese Volleyball League, the Chinese Table Tennis Super League, the Chinese Super League and the Chongqing marathon, in order to provide athletes with professional and excellent sports equipment, the 361 degree enhancement of scientific research institutions has been upgraded.

In September 2010, the 361 degree joint Asian Olympic Council set up an Asian footwear R & D center in Guangzhou, including the high-end sports products laboratory and Ergonomics Laboratory, thus establishing a global footwear research and development system. In April 2011, Beijing Institute Of Fashion Technology jointly established the clothing science and technology function research center.

In order to ensure

Shoes and clothing

The two platforms are ahead of foreign brands in terms of innovation capability, and 361 degrees integrate 500 professionals from global design, research and ergonomics, as well as senior professional coaches and athletes, to better meet the needs of professional athletes and consumers at different levels.

Extending industrial chain to control quality

Product quality is always the basis of brand survival, no matter how accurate it is.

brand

Positioning is still a huge distribution network, which requires strong support from high-quality products.

In order to strictly control the quality of products, 361 degrees did not follow Nike's "dumbbell pattern" - both production and sales, but extended to the upstream and downstream of the industrial chain, in order to better control the quality of each link.

It is reported that, as the symbol of Jinjiang Industrial Park, the 361 degree (magnetic stove) Industrial Park was launched at the beginning of this year, with an area of about 860 mu.

According to the plan, the 361 degree (magnetic stove) Industrial Park will be built into a 361 degree upstream and downstream supporting industrial base and 361 degree children's clothing product design and research and Development Office Center, production and sales center, storage and logistics center, exhibition and Exhibition base, staff quarters and so on.

361 degrees (magnetic stove) Industrial Park will have a huge impact on 361 degree to build a more perfect industrial chain.

As a leading professional sports brand in China, it has grown from a family business to a listed company. It has grown from a workshop factory to a headquarters with 6000 employees, nearly 7500 national terminal stores, and a large annual sales of over 6 billion yuan.

361 degrees (China) Co., Ltd. has only been used for 8 years.