Some time ago, many sports brand "up" a collective price increases, leading to a new round of reshuffle began brand. Recently, the major sports brand again in spring and summer of 2012, ordering time, naturally caused widespread concern outside. In early August, I went to Fujian Jinjiang, almost no place off the couch, the major wine shop basic rooms have all been well-known sports brand elegant birds thousands of agents , dealers booked up. I learned from the elegant bird, collective pressure in the price of sports brands, the order will eventually still volume, price double up the situation ended. According to the person in charge of the marketing department, this is mainly due to the brand differentiation and the promotion of popularity. The product comfort and functionality are widely recognized by consumers. The Company continued to exert efforts in supporting the market and channels, and the effective outlets in the national market continued to increase. Agents themselves improve their integration and operational capabilities. Since the beginning of the year, the sports brand industry has been greatly affected by the factors such as the rising cost of raw materials, the shortage of store resources and rising rent, and the prices of major sports brands have all risen. Chen Zongrong, Director of Footwear Development Center interviewed also affirmed the price system will be adjusted, also said that enterprises will try their best to digest the cost of internalization, while through research and development, services and other products to increase value-added to a higher price attract consumers. Although the unit price of the product has risen from the original, the order enthusiasm of distributors and agents remains unchanged. The order quantity has increased by about 4% over the same period of last year, and the total order volume has still increased by more than 30%. The author visited a number of dealers on the spot, the reason why they have so much confidence in the birds, and elegant birds advocate "sports happy" differentiated brand concept, ongoing product optimization, terminal management, strengthen integrated marketing efforts are inseparable of. In recent years, elegant bird constantly optimize the product structure, with "comfortable" inherent and "fashionable" appearance as the core concept of goods, to build elegant bird own unique style. In addition, the honorary bird every year through the selection of "national outstanding dealers" and other measures to motivate the market, in order to enhance brand cohesion, like this selected "Top Ten Dealers" will receive free Korea, Japan double tour. Brand differentiation, the first advocate of "happy sports" by many financial media as the Chinese sports brand "happy first" elegant bird, is gradually occupying the consumer "one pole" position. In the first half of this year, Guinness birds successively filmed more than 20 TVC TV advertisements and online advertisements including Asia's new trapeze labor force, world's snooker masters, and my RUN my happiness. Not only did CCTV, Hunan Satellite TV, Jiangsu Satellite TV Such as the powerful television media to cooperate scientifically and effectively for advertising. Through the strategic cooperation, China has formed strong cooperation with over-active and over-active Internet users in China, which has greatly enhanced the communication between the elegant bird and the target consumer group. According to the gentleman bird chairman Lin Tianfu, at the upcoming London Olympic Games in 2012, Guinness Bird will continue to energetically adopt the tactics of "market support, channel up, retail assault and improvement of store efficiency" to strengthen the regional operation center and vigorously promote terminal construction; Through the strategy of "all the people, all-stars and all over the world", the Company will carry out integrated marketing and continue to promote the spread of the joy of birds and promote the differentiated proposition of "happy sports" and realize the leap-forward development of brands in the increasingly fierce competition of sports brands.