Where did the brand speedo come from? How's it going? Introduce it! thank you

Speed ratio

Speedo, an international swimwear brand, welcomes the Olympic Games with great momentum.

With the continuous development of the retail market of sporting goods, the tactics of operators to attract consumers are endless. Speedo, an international swimsuit brand, took advantage of the Beijing Olympic Games to launch the fourth-generation shark skin "LZR Racing Car", a high-tech product. Since its global sale in London, this product has caused an uproar in the world swimming industry. LZR is taken from the pronunciation of English laser, which literally means "laser racing".

At present, Speedo's products are divided into four categories: competition swimsuits which are helpful for dehydration, such as Race Winning series of shark suits, special series for water training of super-durable swimsuits, introductory series for children's swimsuits and fashionable leisure series of beach pants.

Professional product positioning

Speedo launches more than 1000 new products around the world every year. Li Huixin revealed that since the brand was introduced to Hong Kong six years ago, it has kept close contact with the headquarters and launched about 300 flagship products every year in line with the global promotion strategy. "The product price positioning is divided into two levels: leisure swimwear, focusing on sand (grain) beach pants this year, and the price is 9 ~ 9; As for professional competition swimsuits, the price is 9 ~ 000. "

Generally speaking, June to August is the peak season for swimsuit sales, and Speedo will launch new swimsuits early every February and March. She pointed out that Speedo has an advantage over other competitors in brand positioning: as the company has been producing professional swimsuits, its core customers are mostly professional swimmers and members of swimming clubs. And swimming training is endless throughout the year. Therefore, the sales of general swimsuit brands are generally affected by seasonality, but Speedo can maintain stable sales throughout the year.

Public relations activities are aimed at users.

Speedo swimsuit design is not fancy. In order to keep fresh, high-tech products are launched every year, which also cultivates customers' loyalty to the brand. Li Huixin said: "In advertising promotion, because we want to match the brand image and pass the high-tech selling points of our products directly to the target customers, we will shift the focus of promotion from media and outdoor advertising to public relations activities."

In March this year, Speedo cooperated with professional organizations such as the Hong Kong Swimming Association and the Olympic Committee to promote activities. Previously, in order to cooperate with the promotion of the "2004 Athens Olympic Games", the model showed the second generation shark costume at the spring and summer swimsuit exhibition held in Hong Kong. Only four countries in the world can introduce shark swimwear exhibitions. Li Huixin pointed out that Hong Kong's high-end professional swimsuit 1 generation shark swimsuit market share is small, but this year 1 1 will make persistent efforts to launch the second generation of this high-end professional swimsuit to enter the consumer market. "Excluding sales considerations and creating momentum for the brand is also an important factor in building the brand."

Strengthen in-store marketing

Because customers face the store directly, in-store marketing is also very important. In April this year, Giga Sport store held a publicity campaign of "trade-in goggles" to provide customers with shopping discounts directly. "Due to the brand effect, along with goggles, swimming caps and other related products, it has also increased its market share. This is because customers think Speedo is a professional international brand and will naturally buy related products. "

Every year, the company not only prints brochures and posters of new products and puts them in the store for customers to obtain, but also uses the swimsuit rack in the store to print product information. "Therefore, through the training of sales staff, we also directly interact with customers, pass on product information, understand customer needs, and thus promote suitable products."

As for the sales forecast of Speedo swimsuit this year, there are three factors that make Li Huixin think there will be optimistic growth: "First, this year is the Olympic year, Speedo has been sponsoring swimming events, which can once again enhance its international reputation; Secondly, after Hong Kong experienced SARS last year, more people paid attention to health, which made outdoor sports popular and helped to increase the sales of swimsuit products. Finally, our children's swimsuit series accounts for about 10% of the total sales. Some parents encourage their children to learn to swim during the summer vacation, which will help promote the consumer groups of children's clothing and swimsuits. "

Magic swimsuit sets a record

Speedo's 1 generation shark swimsuit became a great invention at the Sydney Olympic Games four years ago. According to statistics, more than 80% of the swimming medal winners wore Speedo swimsuits that year, and 13 out of 15 set a swimming world record. According to The Wall Street Journal, the production of high-tech swimsuits was originally made only for professional swimmers. However, after the introduction of the consumer market, although the price is three times higher than that of leisure swimsuits, the market response is better than expected, and the annual sales growth remains at 65,438+05% ~ 20%. The newly developed second-generation shark swimsuit, whose selling point is that it can reduce the resistance of water flow by 4%, claims to be the fastest swimsuit in the world and will also become the focus of the market.

Functional data of the fourth generation shark skin swimsuit

1. The overall function is improved compared with the second generation shark skin 10%.

2. The overall function is 5% higher than that of the 3rd generation.

3. 4% faster than the third generation shark skin when starting to turn.

Speedo history

1928 At Macray Knitting Factory in Sydney, Australia, an employee wore speede in a slogan competition.

Your speedo slogan won, and the speedo brand was born.

1929 Due to the popularity of speedo brand, Macray Knitting Factory was renamed speedo Knitting Factory.

1930/40, speedo introduced the competitive swimming style, and the world's top players handed down speedo competitive swimming swimsuits.

1956 Melbourne Olympic Games-Eight gold medals came from swimmers wearing speedo swimsuits.

1957 speedo has developed nylon/spandex fabric under constant innovation and invention.

Speedo was introduced to Britain in 1964.

197 1 year, speedo began to produce speedo's first nylon/spandex swimsuit in Britain and Nottingham.

Pentland Group formally acquired the ownership of speedo brand on 199 1.

1992 Barcelona Olympic Games-Speedo created the first sportswear in the history of 2000.

1996 Atlanta Olympic Games-Speedo introduced Aquablade racing suit, which was broken by swimmers wearing Aquablade.

3/4 of the world record.

In the 2000 Sydney Olympic Games-Speedo launched FastSkin), 83% and 83% of swimming awards were awarded to swimmers wearing shark suits.

The player won and broke the world record of 13/ 15.

Speedo 75th Anniversary Celebration in 2003

2004 Athens Olympic Games-Speedo introduced the second generation shark suit (FastSkin FS2), and the fabric reduced the water resistance compared with the general swimsuit fabric.

As high as 30%, five of the eight world records wear speedo, and 16 of the 22 Olympic records wear Speedo.

In February 2008, the fourth generation of shark skin "LZR Racing Car" was released to the whole world in London, which caused an uproar in the world swimming community. LZR is taken from the pronunciation of English laser, which literally means "laser racing".

Speedo is a long-term partner and sponsor of FINA.

Speedo sponsored four of the top five swimming teams in the world.