Shoe Timberland brand strategy of professional basketball players

Chinese shoes network, October 18, when all brands with great fanfare to the all-round development of various fields at the same time, to focus on professional basketball shoes Timberland, we can not help asking: Timberland Why specifically do basketball shoes?In a competitive market, Timberland is how the rise in market segmentation?Features positioning is how Timberland become the leader of the street basketball?In an interview with the Timberland Sporting Goods Co., Ltd., chairman Cai Jinhui, we have witnessed the rise of a brand legendary. Timberland strong advocate for street basketball culture, derived from the corporate brand of "basketball players" strategic positioning.From the earliest choose the sport of basketball, and later developed into professional basketball, based on the professional quality and now focus on street basketball.Why is this evolution?What is the connection with the changes in the pattern of consumer environment as well as the brand? Cai Jinhui: We have been focused on professional basketball, and continue to deepen.First as a "basketball players", the requirements of the product must be professional, followed by basketball's preferences must be "professional", In other words, the basketball players not only to love basketball, but also know how to basketball.We have to do is constantly basketball culture, basketball go deeper, wider direction do most professional basketball shoes for basketball players.Due to an overall increase in the level of social life, whether it is on or for the protection of the body from the appearance of style, fashion, etc., and now more and more consumers prefer professional, I believe that after five years, each consumer It will be equipped with a set of professional shoes are suitable for all kinds of sports.Our goal is not only for exercise professionals has excellent professional sports shoes, and to make more amateur sports people to have Timberland professional sports equipment. Timberland chose to walk the path of differentiated competition in the road, to be broken down in the macro market grasp on the market, to find out our strengths, our specialty, and embark on a specific Timberland features. Timberland products has unparalleled advantages, basketball equipment to provide the most professional basketball players? Cai Jinhui: Timberland product structure, 1/4 doing street basketball, 3/4 to do professional basketball.Began making shoes, from 93 years and 96 years as Fila, And1, Prince, and other well-known international brand OEM.15 years in the shoe-making process, learned a lot of things, especially foreign advanced technology research and development, standardization of production, process monitoring, team management, these Timberland product quality to provide a strong guarantee.In addition, by virtue of the international leader in the innovation and development capabilities, the the Timberland Group R & D center is the title of the footwear industry in Fujian Province, the first provincial-level technology center has developed a "palm kinetic energy", "Heaven shield" three technology patents and nine appearance design patent, and won a number of national honorary title of "National Inspection-free products, free export inspection, Chinese famous brand, well-known trademark".It can be said, has been a leader in China basketball shoes, Timberland. In our opinion, based on the advantages of Timberland professional basketball, brand positioning prefer street basketball players.Street basketball and professional basketball is contradictory? Cai Jinhui: In our impression, street basketball is playing tricks, but useless, but the street basketball tricks basketball are two completely different concepts.Acrobatic street basketball dribble, pass and dunk imaginative integration with strong Hip-Hop music, while the emphasis on style, freedom and creativity, but also need to have a strong arm, waist power, jumping ability, perfect movements with, these are professional basketball must possess the following qualities.Only on Earth, including a complete 720 ° turn around dunk in the air Mr.720 street ball go past the Sky "tour activities in this year's Timberland.Mr. 720 is recognized as the world's the dunk strongest, he's far higher than the level of the the boring NBA dunk contest champion.This is the power of street ball and charm. Street basketball and professional basketball does not contradict the professional basketball can get the best display and use of technology in street basketball.Challenges Basketball limits, show, street basketball is still no basketball skills and performances pursuit.Fuller interpretation of a new generation of young people to an open, free creative spirit.Stimulate the basketball culture, but also through the culture and community of street ball culture so that more people gather together to join the basketball in this family, experience the joy of basketball, the basketball while playing while playing for faster, better popularization.


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