赛力扬Selead
让青春精彩飞扬
项目背景：
业绩报表“跳水”，零售网点缩减，实体店里打折，2008年北京奥运会后，国产运动品牌以另一种发展态势进入媒体和公众视野。六大国产运动品牌相继发布的2012年度业绩报告显示，除中国动向微有盈利外，李宁 、安踏、匹克、特步、361度等品牌业绩均不同程度下滑。有分析称，中国体育品牌将面临严峻考验。面对前所未有的局面，国产运动品牌上演大规模关店潮。匹克零售网点净减少1323家，相当于平均每天关3家，李宁网点净减少1821家，相当于平均每天关4家店。
这种情况下，先知为新的运动休闲品牌开拓出了另外一条路线，“轻运动”户外运动理念，让赛力扬在整体市场低迷的情况下依然保持了强劲的发展。
Background of the project:
Performance report "diving", retail outlets, reduction, entity shop discount, the 2008 Beijing Olympics, domestic sports brand to enter the media and the public view in another development trend. Six domestic sports brands have released 2012 annual performance report shows, in addition to Chinese Trend Micro profit, Lining, Anta, Peak, Xtep, 361 degrees brand performance are different degrees of decline. The analysis says, China sports brand will face a severe test.
In this case, the Wewin for the new sports and leisure brands to open up another line, "light" outdoor sports idea, let the match jade in the overall market downturn is still maintained a strong development.
面临挑战：
进行分销网络整合,包括减缓开新店、关闭效率不佳的分店等,是行业整合的第一步,接下来就是品牌的整合。中小型品牌可能会变成收购的目标,上市公司一般而言拥有较好的财务能力,如果在综效、产品结构或是地域上有互补性,他们会考虑收购那些较小的网络或品牌。 随着行业发展,是大鱼吃小鱼,长远发展一定是这样的。不过,预期三年之内可能还看不到较大的品牌整并。
作为新兴的运动休闲品牌，如何为赛力扬提供有效的品牌支撑，是先知团队在进行设计和策略制定时面临的最大挑战。
Facing the challenge:
Distribution network integration, including slow Hsintien, closed the efficiency of branch, is the first step in industry consolidation, next is the brand integration. Small and medium-sized brands could become a takeover target, listing Corporation generally have good financial capacity,the expected three years may also see a larger brand integration.
As a new sports and leisure brand, how to provide effective support for the race brand name, is the biggest challenge facing the Wewin team in design and strategy making process.
解决方案：
根据品牌产品的特点，先知命名团队为其制定了“让青春精彩飞扬”的形象定位，并通过这个定位延展出了品牌的中文名“赛力扬”，“赛力扬”这个名字给人的第一感觉就是充满了青春活力，符合产品定位青少年市场的定位。
根据目标消费人群和产品定位，我们为其设计的网站采用了绚丽多彩的设计方式，从颜色的绚丽上体现青少年梦想的炫丽和生活的多姿多彩，与品牌标语形成了完美统一。
通过我们队赛力扬的全案设计，准确、形象的为赛力扬打造出了青春飞扬的品牌形象，让赛力扬在市场上的发展一日千里。至今赛力扬已经在全国拥有300多加专卖店，在市场上形成了一股新的运动势力。
The solution:
According to the characteristics of the brand product, the Wewin named the team developed a "image positioning let youth wonderful flying" for it, and through the positioning extension out of the Chinese "game jade" brand, "the name game jade" give the first feeling is full of youth and vigor, the youth market positioning to meet the product positioning.
According to the target consumer groups and product positioning, we adopt the design method for the design of the website blew, from the color gorgeous embodies the Teen Dream dazzle beautiful and colorful life, formed a perfect unity and brand slogans.
Through the case design of our team Liyang, accurate, image of the game jade to create a youthful brand image, let the match jade development a thousand li a day on the market. So far the game jade has been in the country has more than 300 plus stores, in the market has formed a new sports power.
