Why Sports Brands Are Selling Coffee
Following Li Ning's launch of "Ning Coffee", another well-known sports brand, Xtep, is also actively applying for the "Special Coffee" trademark.
It is no longer new for companies to make coffee across borders. Central enterprises such as PetroChina and China Post have already laid out the coffee track.
Many people think that the coffee track is already crowded enough, why should sports brands come to join in the fun?
If it is said that the core advantage of companies such as PetroChina and China Post in the layout of coffee business lies in the huge network scale of post offices and gas stations, then sports brands such as Li Ning and Xtep may be testing the coffee business because "the drunkard's intention is not in alcohol", but in coffee The main consumer group behind it - young people.
The survey shows that at present, domestic coffee lovers are mainly urban middle-income groups aged 20 to 40. Coffee consumption has gradually become a cultural symbol of the younger generation, showing a trend of daily and rigid demand.
From this point of view, sports brands are not simply doing a side business in the coffee business. It is likely that they hope to establish connections with young people through the social attributes of coffee, break consumers’ stereotypes about brands, and explore new paths for brand rejuvenation.
Sports brands sell not just coffee, but service.
In recent years, in response to the impact of e-commerce, offline stores have come up with various strategies to improve their service quality and optimize customers' purchasing experience.
Nowadays, the shopping needs of young people are not only "buy, buy, buy", but also attach great importance to consumption scenarios.
Sports brands sell coffee in offline stores, which can meet the extended needs of young consumers for shopping and enhance the shopping experience.
Therefore, expanding the coffee business can be seen as an innovative attempt by sports brands to enhance the consumer experience of retail terminals.
Selling coffee is also a useful exploration of sports brand traffic operation strategies.
Since the debut of "Ning Coffee", many young people have used Li Ning's offline stores as a check-in place for Internet celebrities, and it has become fashionable to post a cup of "Ning Coffee" on social platforms.
As an effective marketing tool, coffee enhances the topicality, dissemination and attention of the brand.
As "Generation Z" has become the main consumer force, more and more brands are constantly exploring on the road to rejuvenation.
In recent years, domestic sports brands have shown a younger trend, and the password is to capture the consumer psychology of young people.
However, we must also see that although the aroma of coffee can attract young people, it is the products that really make them stop.
In fact, young people are more willing to pay for the professionalism of sports brands.
Sports brands should further increase investment in research and development of cutting-edge materials and professional technologies.
In recent years, domestic sports brands such as Li Ning, Anta, and Xtep have made breakthroughs in the development of new products and the establishment of innovative platforms. However, compared with internationally renowned sports brands, there is still a big gap.
For domestic sports brands to enter the high-end market, they must focus on professionalism, functionality and reliability, and continuously improve their product competitiveness.
Sporting goods should strengthen the capture of fashion trends.
In those days, the reason why Nike and Adidas were able to swept the world was not only because of their excellent quality, but also because their design concepts were trendy and more in line with the aesthetics of young people.
In the past few years, domestic sports brands have seized the national trend and combined product design with traditional culture, and there have also been explosive models.
However, if the brand wants to have lasting vitality, it needs more connotation support. It needs to strengthen market research and research, and constantly introduce new products, so that products can not only show oriental aesthetics, but also actively absorb the essence of world trends. Only by being so open and inclusive can they capture the hearts of young people.
As a sports brand, those who do not pay attention to sports that young people like will probably be abandoned by consumers sooner or later.
Nowadays, niche sports such as skateboarding, skiing, and frisbee are favored by young groups. Many of the equipment markets for these new projects are mostly occupied by small manufacturers. The reason is that the product line layout of well-known brands is generally two years ahead of schedule, which may not keep up with the latest market trends. trend.
Catching up with market trends is not necessarily busy selling coffee. Focusing on the needs of sporting goods, adapting to the fast-changing market with efficient and flexible development strategies, domestic sports brands can gain continuous favor from young people.