1
Many people scoff at positioning theory and think Trout is a liar.
Positioning theory is not a lifesaver, but localization theory itself is right.
Especially when consumer goods are oversupplied, overcapacity is overcapacity, and the fight is broken.
When the supply exceeds the demand, there is no need to position at all, and there are people who pay for how to sell.
When I was a child, domestic sneakers and clothing did not need to engage in any positioning at all, and sports shoes were all classified in the minds of consumers:
"Travel shoes".
At that time, you didn't need to look for any consumption scenarios, nor did you allow you to find any scenes.
But now, if you still do this, you are looking for death.
Consumers can't remember so many brands, you can only label yourself, through the label to occupy the consumer's mind.
Remind them that I do this particularly well and especially professionally.
In this field, I am the only one.
Buy me, that's right.
Positioning is labeling.
Sneaker brands should not only be labeled, but also labeled enough to be subdivided.
If you want to label yourself as a professional sport, you have to link your brand with a certain sport, connect it together, create a bond, and let consumers think of you when they do this sport.
Adi relied on football, Nike started by running and basketball, Reebok started with rugby, and even the rising star Under Armour also expanded into the basketball field after relying on fitness, and lululemen from yoga was a model of vertical positioning.
The essence of consumer goods is to play a game of limited resources.
Limited labeling, limited positioning, limited consumer impressions.
In order to occupy the minds of consumers.
To put it bluntly, it is the card slot.
Occupy yourself, so that your peers have no way to go.
2
Sneakers and apparel need to find a matching sport, but at first not all sports are touched.
Suitable sports categories should consider three elements and indicators: [market], [lifestyle], and [competitive difficulty].
Whether the movement is forced or not, it must be a sport with a high penetration rate or is increasing.
Too niche, for example, you have to make squash shoes.
The vertical class is hanging enough, but the ceiling is also too low, and there are too few people to hit, and there is no audience.
You are a consumer product, not a luxury, you still have to go quantitative, friend.
This movement is to be associated with a certain lifestyle.
Associated with a certain lifestyle, users will be loyal enough, stickiness will be strengthened, users will take the initiative to participate in repurchase, even when free tap water.
The reason why skiing is popular is because it represents a way of life.
Skating well means that you "dare", "resist setbacks", "be willing to challenge", and are willing to risk wrestling to pursue a kind of uncertain pleasure.
Skiing itself is very risky and the benefits are high.
Behind the coolness of many people is the increasing number of visits to orthopedic hospitals.
I didn't even get up and rolled straight down the slopes and into the hospital.
But I still feel cool.
Being willing to pay the price of matching it for the sake of the coolness of the pursuit of immediacy is a kind of "cool" and "fun".
It's a solo sport that doesn't need to rely on others to cooperate with you.
In the workplace and people to line for a long time, by the PUA numb, will like this feeling that they can control everything.
Step on the snowboard and my world is under my feet.
Accelerate, accelerate, accelerate.
A friend who is addicted to skiing told me that when he skis, he completely melts into a white, the wind whistles in his ears, and this "half-flying" experience makes the "self" rapidly amplified.
Skiing can bring excitement and adrenaline rush to your ordinary and boring life.
The "upper limit" of competitive difficulty in this sport is higher.
Or take running as an example, how simple running is, right, but the 100-meter sprint race is the most valuable gold in human competitive competition, which can be called the crown jewel in competitive sports.
It's easy to get started, but it's hard to get started.
Skiing is harder than running because it's still an extreme sport.
Running only pursues speed, and skiing also pursues bells and whistles.
Skiing can show off, and the fancy whistle is very ornamental.
If you compare sports to a problem, skiing is definitely a mathematical Olympiad level of difficulty.
Adventurous, exciting, refreshing, elegant.
Competitive sports with high difficulty require high equipment.
A little carelessness, the face hit the ground.
I helped the orthopedic hospital contribute KPIs again.
A sport with strong competitiveness and great difficulty can reflect the necessity and professionalism of sports shoes and clothing.
The harder it is, the more it can be embodied.
Seeing your logo in this competitive and hellishly difficult game, you know that your product is not inferior.
3
Skiing is a sport that matches these three elements: a large enough market, a popular lifestyle, and a competitive difficulty.
It also belongs to a "graceful" [extreme] duality of sports.
If it can be tied to [skiing], there is a lot of room for brand positioning.
Take a step to the left, you can continue to expand all the [elegant sports] sports categories, such as tennis, golf, consumers know that you will not feel abrupt when you make these sneakers and clothes, but feel logical.
One step to the right, you can also expand all the sports categories of [extreme sports], such as rock climbing, outdoors, and surfing. Because of the dangers inherent in extreme sports, the requirements for brands are extremely high.
It's not that you can do it if you want to, you at least have to make sure that you don't have an accident with your equipment.
You have done skiing, so everyone will believe in the shoes and clothing of other extreme sports.
If you want to bind to [skiing], you have to be stylish enough, because of the requirements of "elegant sports", you have to be professional enough, because of the requirements of "extreme sports".
Come to think of it, the italian brand FILA that meets the conditions is the Italian brand.
In fact, it did.
The secret to fila being tied to skiing is two words: "long" and "early".
Skiing is an elegant sport, so the brand also has to give the impression of elegance.
And a necessary intrinsic element of elegance is "longevity".
No matter how good the young brand is, it does not deserve the adjective of "elegance", and can only be called "tide".
In 1911, FILA was born in BIELLA (Biella) at the foot of the Italian Alps.
Century-old brand, genuine.
The brand is less than a hundred years old, and the mention of the word "elegant" is often underwhelming, and others do not believe it.
And it's an Italian brand.
Switching to an American brand, you will feel that the temperament is a little too ostentatious.
Switching to a German brand, you'll feel a little bit serious.
Switch to a Turkish brand, and you'll feel cumin again.
Switch to a French brand and you'll involuntarily raise your hands.
Only Italian brands say that they are "fashionable" and say that they are "elegant", everyone will believe it.
And it is also a shoe and clothing brand in Biella, Italy. More than 90% of the world's high-end suit fabrics are produced in this region.
Just as Bordeaux has the pricing power to price wine, Biella has also taken control of the pricing power of high-end fabrics.
It sounds convincing, and it does have a taste of elegance.
Brands want to tell stories, that is, to tell a full set, to make people sure and make people believe.
The second word is "early".
They are quick
FILA's start with snow sports began as early as the 1970s.
In 1978, world-famous mountaineer Reinhold Messner wore FILA gear to complete the legend of the first anaerobic ascent of Mount Everest.
With FILA's equipment, X can be installed.
The Italian "emperor of mountaineering" never planted a flag on the top of the mountain except for anaerobic ascent, nor did he leave anything on the mountain.
True masters, indeed elegant.
In 1981, FILA launched the SNOW TIME ski sportswear and officially entered the field of ski sports.
At the 1984 Winter Olympics in Sarajevo, Phil Mahre and Steve Mahre, twin brothers, wore FILA jerseys and won both the first and second places in the slalom steeplechase.
Become a legend in the history of skiing.
At the 1992-1998 Winter Olympics, FILA helped Italian alpine skier Deborah Kompanioni compete in the arena and won consecutive gold medals in the super slalom. She also became the world's first skier to win a gold medal in three consecutive Winter Olympics.
Throughout her career, she underwent four surgeries on her knee alone.
Even so, she keeps setting new records.
Constantly challenging yourself is elegance.
At the 2006 Olympic Games in Turin, FILA helped the Italian team win seven gold medals as the official supplier of the Italian ski team.
If you do it early, you will be the first to get recognition in the professional small circle.
Word of mouth, accumulation of word of mouth and feedback, continuous improvement.
Do it early, and a consensus will be formed. When your father was born, he already made this thing, then you will think that it is professional.
In fact, FILA is not just about skiing, it's all about graceful sports.
Back in 1975, FILA signed tennis player Bjør Berg as the brand spokesperson and tailored his own suit. Since then, Bjö has won six consecutive French Open titles and five Wimbledon titles, and the FILA classic striped tennis shirt he wears has become a holy relic in the tennis world.
Until now, four of the top seven in the women's tennis world rankings are FILA-signed athletes.
When you think about skiing, when you think about tennis, when you think about equestrianism, you can think of it.
The common divisor extracted from these movements is: [elegance].
4
The other side of elegance is professionalism.
The Winter Olympics is one of the top arenas for skiing and the top stage for professional sneakers and PK.
On January 4th, on the occasion of the 30-day countdown to the Winter Olympics, FILA released the Winter Olympics theme TVC, together with China's "Ice and Snow Three Heroes" Xu Mengtao, Jia Zongyang and Kong Fanyu, to cooperate with the release of the freestyle ski national team competition robes.
The competition uniform focuses on FILA ATHLETICS SKI professional products, the new products from the technical fabrics, design highlights and professional performance are remarkable, fashion and professional emphasis, showing FILA's exploration of elegant sports style.
The three "Ice and Snow Three Heroes" in TVC are members of the Chinese freestyle skiing aerial skills national team at the Winter Olympics. This is also the 8th year that FILA has helped the Chinese freestyle skiing aerial skills national team.
Freestyle skiing aerial skills are the gold medal competition of the Chinese national team, and it is also a skiing event that is very in line with "elegance". An example is that the members of the national team were all born to practice gymnastics.
This project requires snowboarding to complete a snowflip.
Elegant sports in elegant sports.
Known as the "first sister of aerial skills", Xu Mengtao is currently ranked no. 1 in the world, and she wore a FILA ski suit to win the 2021-22 freestyle skiing aerial skills World Cup in Canada, which is also the 27th World Cup title of her career (excluding teams).
Jia Zongyang, a silver medalist at the last Winter Olympics, wore a FILA ski suit and finished second in the men's final of the World Cup in Lucca, Finland, in the 2021-22 season.
Dressed in a FILA ski suit, Kong Fanyu won the first final and the second final runner-up in the women's group of the 2021-22 FILA World Cup in Lucca, Finland.
The reason why skiing can be regarded as a representative of "elegant sports" is because it is dazzling and highly ornamental. It compares not just speed, not just strength, but a combination of agile body shape, athletic movements, and instantaneous explosiveness.
Skiing is more elegant than elegance.
The movements are elegant, and the spiritual core is equally elegant.
Ordinary people will be afraid even if they ride a roller coaster, but freestyle ski aerial skill athletes need to wear skis to complete the snow top flip and stay in the air for a full 1 minute. Even a slight distortion can cause you to lose your balance in the air and get injured.
Injuries, failures, and fears are commonplace.
Never accepting defeat is elegant, and it is also elegant not to give up in the face of pressure.
Constantly tempering their own skills is elegant, and being able to bravely overcome the demons to break through themselves is also elegant.
Elegance on the outside, but also on the inside.
5
The most popular [skiing] sport in the FILA card slot ice and snow sports, disassembling the most obvious attributes of skiing: [elegance] and [professionalism].
And that in itself is what FILA excels at.
Born in Italy, FILA itself is design aesthetics is more fashionable, its product shape is more elegant, coupled with its century-old brand precipitation, it also injects elegance on the inside. At the same time, it has won the favor of many top professional athletes by relying on professional and excellent product efficacy, supporting them to create good results.
Two seemingly contradictory features are unified and integrated on FILA.
Pinched, matched.
Many sneaker and apparel brands now convey a brand image and slogan is actually quite similar, whether it is "never stop", "want to do it", "everything is possible", in fact, it is a meaning: [rush].
FILA tells everyone that while punching, you can also maintain elegance.
This is also consistent with FILA's marketing style for so many years. When other brands are pleasing and catering to young consumer groups, decorating the brand façade with "cool" and "tide", only FILA has always been like an elegant aristocrat, insisting on polishing products, enriching details, adhering to the main position of its own "elegant sports aesthetics", and deepening its "elegant" brand tone.
Does a hundred years of perseverance make sense?
make sense.
Skiing was originally a relatively high-end aristocratic sport, but now it has become a very popular national sport.
When the plate becomes larger, when the market becomes larger, FILA has become synonymous with skiing, and has successfully occupied the minds of consumers and put the label to death.
After all, the essence of consumer goods is a game of limited resources.
You gain, others will lose.
In limited labeling and positioning, whoever occupies the consumer's mind first is bound to be more likely to succeed.
That's just the way it is.