初代中國(guó)運(yùn)動(dòng)員的“國(guó)服”，老牌體育品牌梅花的榮耀與夢(mèng)想

紅梅傲雪綻北京，為國(guó)爭(zhēng)光在冬奧。

Meihua blossoms proudly in Beijing and wins glory for the country in the Olympic Winter Games.

從1971年第26屆世界乒乓球錦標(biāo)賽的初出茅廬，到1984年在洛杉磯奧運(yùn)會(huì)再次亮相，梅花這一民族品牌有過(guò)十分輝煌的巔峰時(shí)刻。在上世紀(jì)八十年代以前，梅花體育是以專業(yè)體育運(yùn)動(dòng)服裝為主的運(yùn)動(dòng)品牌，產(chǎn)品品類涵蓋了包括冰球等冬季項(xiàng)目在內(nèi)的幾十個(gè)運(yùn)動(dòng)項(xiàng)目的產(chǎn)品品類，曾在中國(guó)體育運(yùn)動(dòng)服裝行業(yè)占據(jù)龍頭地位。

自84年洛杉磯奧運(yùn)會(huì)后，梅花開始向民用市場(chǎng)進(jìn)軍。1990年到2010年是梅花的一個(gè)低潮期，由于在改革開放的大潮中，不適應(yīng)市場(chǎng)競(jìng)爭(zhēng)，在國(guó)際品牌和國(guó)內(nèi)新生品牌的夾擊下，梅花的發(fā)展遇到了瓶頸期。2015年，梅花在新的運(yùn)營(yíng)體制下，又開始煥發(fā)出新的生命力，重新被市場(chǎng)關(guān)注。

初代中國(guó)運(yùn)動(dòng)員的“國(guó)服”的締造者，對(duì)品牌與運(yùn)動(dòng)，尤其是此次召開的冬奧會(huì)有哪些自己的理解和看法呢？China Textile記者采訪了梅花（天津）體育用品有限公司總經(jīng)理甄如濤。

在中國(guó)潮流圈嶄露頭角

China Textile：梅花的主營(yíng)產(chǎn)品有哪些？發(fā)展如何？

甄如濤：目前梅花的主營(yíng)產(chǎn)品以運(yùn)動(dòng)服裝為主，有運(yùn)動(dòng)服裝裝備、運(yùn)動(dòng)鞋和箱包等配套品類。另外一個(gè)品類是潮流運(yùn)動(dòng)品類，結(jié)合國(guó)潮運(yùn)動(dòng)風(fēng)潮，主要針對(duì)以年輕人群為消費(fèi)主體的市場(chǎng)。從2018年梅花參加上海時(shí)裝周靜態(tài)展開始，梅花品牌逐漸在中國(guó)潮流圈嶄露頭角，并確立了自己的地位，受到了廣大運(yùn)動(dòng)員的喜愛和歡迎。

China Textile：作為一個(gè)家喻戶曉的老品牌，梅花牌經(jīng)歷了不少高潮迭起。在發(fā)展品牌的過(guò)程中，梅花牌遇到的最大困難是什么？

甄如濤：上世紀(jì)90年代后，梅花遇到的挑戰(zhàn)主要來(lái)自外來(lái)品牌和本土新興品牌的夾擊，而且并沒有完全適應(yīng)市場(chǎng)體制的運(yùn)行規(guī)律。2015年，梅花通過(guò)混合所有制改革，盤活了梅花品牌，從2017年到現(xiàn)在，梅花正在逐步恢復(fù)的過(guò)程當(dāng)中。

不斷嘗試讓梅花更燦爛

China Textile：前段時(shí)間網(wǎng)絡(luò)上爆火的“吳京同款”被網(wǎng)友們發(fā)現(xiàn)是老梅花牌運(yùn)動(dòng)服，經(jīng)過(guò)多年的沉寂，梅花品牌再次受到網(wǎng)友熱捧，您有什么感受？

甄如濤：我們特別開心，梅花產(chǎn)品能夠受到那么多網(wǎng)友的喜歡。這款運(yùn)動(dòng)服，目前我們還在生產(chǎn)，并在一些方面進(jìn)行了提升和改良，銷售依然比較火爆。近些年國(guó)潮熱持續(xù)升溫，對(duì)我們民族品牌幫助很大。今后，我們還會(huì)繼續(xù)按照公司既有的發(fā)展策略和方向，保證產(chǎn)品品質(zhì)以及品牌的風(fēng)格和調(diào)性。

China Textile：擅長(zhǎng)復(fù)古運(yùn)動(dòng)風(fēng)的梅花，最近有哪些新動(dòng)作？

甄如濤：梅花可以說(shuō)是中國(guó)國(guó)潮鼻祖，早在上世紀(jì)八十年代，梅花的產(chǎn)品設(shè)計(jì)就開始與設(shè)計(jì)潮流接軌，我們很多以前的設(shè)計(jì)，放在現(xiàn)在來(lái)看依舊是很時(shí)尚的。當(dāng)然我們不能一味的吃老本，我們也通過(guò)各種嘗試讓梅花開放的更燦爛。除了自主設(shè)計(jì)開發(fā)外，我們還和許多品牌進(jìn)行了跨界聯(lián)名合作，其中不乏小眾品牌和新銳設(shè)計(jì)師品牌，我們想讓梅花能和當(dāng)代年輕人產(chǎn)生共情。我們希望能夠呈現(xiàn)出中國(guó)潮流自己的文化基因。例如，目前大多數(shù)國(guó)潮品牌還是以中國(guó)傳統(tǒng)文化符號(hào)來(lái)進(jìn)行表達(dá)，而我們想把中國(guó)現(xiàn)代的一些流行元素，特別是上世紀(jì)六十到九十年代的流行元素進(jìn)行總結(jié)，做出一些提煉和創(chuàng)新，應(yīng)用到自己的產(chǎn)品設(shè)計(jì)當(dāng)中，這樣就更有意思了。

China Textile：您認(rèn)為國(guó)產(chǎn)品牌應(yīng)該如何打造自身品牌特色？

甄如濤：我認(rèn)為品牌的塑造是一個(gè)周期比較長(zhǎng)的投入過(guò)程，在品牌建立階段要與目標(biāo)消費(fèi)群體建立聯(lián)系，產(chǎn)生共情，并提供相應(yīng)產(chǎn)品價(jià)值和附加值，這些不僅僅體現(xiàn)在廣告的投放上，更重要的是通過(guò)新興推廣手段，與消費(fèi)群體實(shí)現(xiàn)聯(lián)接，建立起共同的價(jià)值觀。我們要做的事情還有很多，但最關(guān)鍵的是要精準(zhǔn)把握目標(biāo)客戶人群定位。

“紅梅傲雪綻北京，為國(guó)爭(zhēng)光在冬奧?！边@句話包含著梅花對(duì)2022年冬奧會(huì)的祝愿，也寄托了梅花再次騰飛的希冀。作為最早為中國(guó)奧運(yùn)健兒們提供運(yùn)動(dòng)服裝的品牌，梅花在不斷完善自身品牌的同時(shí)，又具有一分難得的清醒。運(yùn)動(dòng)基因刻至骨髓的梅花，甄如濤對(duì)此有著既深刻又形象的認(rèn)識(shí)，“運(yùn)動(dòng)精神的精髓就是不斷的自我超越和突破，對(duì)于運(yùn)動(dòng)品牌來(lái)講，老品牌不能總是老樣子，這就像運(yùn)動(dòng)員在做力量訓(xùn)練一樣，只有肌肉不斷的撕裂再愈合，才能從中獲得新的力量?！?/p>

From its debut at the 26th World Table Tennis Championships in 1971 to its appearance at the Los Angeles Olympic Games in 1984， Meihua， a national brand， has had its glorious peak moments. Meihua was a sports brand mainly specializing in professional sports apparel before the 1980s， and its products covered dozens of sports categories including ice hockey and other winter sports， once occupying the leading position in sports apparel in China.

After the Los Angeles 1984 Olympic Games， Meihua began to enter the civilian market. Meihua has experienced highs and lows in its 70 years of development. The period from 1990 to 2010 was a low period for Meihua. Due to the inability to adapt to market competition in the tide of reform and opening up， coupled with the impact of international brands and new domestic brands， the development of Meihua encountered a bottleneck period. However， from 2015 to now， Meihua has glowed with new vitality and held the market’s attention again.

China Textile： What are the main products of Meihua？ How is it going？

Zhen Rutao： The main products of Meihua at present are mainly sports apparel， including sports shoes， bags and other supporting categories. The other category is the trend sports category， combined with Guochao sports， which is mainly for the young people as the main consumer market. Since Meihua participated in the static exhibition of Shanghai Fashion Week in 2018， the brand has gradually emerged in the Chinese fashion circle and established its own position， which is loved and welcomed by the athletes.

China Textile： As a well-known old brand， Meihua brand has experienced many moments of glory. In the process of developing the brand， what is the biggest difficulty Meihua has encountered？

Zhen Rutao： Meihua encountered challenges mainly from foreign brands and local emerging brands after the 1990s， and did not fully adapt to the operation rules of the market system. Meihua revitalized its brand through mixed-ownership reform in 2015. Meihua is in the process of gradual recovery from 2017 to now.

China Textile： The Wu Jing’s same style sportswear that was internet meme a while ago was found to be the old Meihua brand sportswear. What’s your opinion on this？ Is this kind of sportswear still in production？

Zhen Rutao： We are so happy to be liked by so many netizens. We are still producing this sportswear， and we have improved it in some aspects. It is quite popular. In recent years， Guochao continues to rise， which helps our national brands a lot. However， we will continue to follow our existing development strategy and direction to ensure product quality and brand style.

China textile： Meihua is good at retro sports style design， what are the new moves recently？

Zhen Rutao： Meihua can be said to be Guochao originator， as early as the 1980s， the product design of Meihua is in line with design circles， many of previous designs are still very fashionable today. Of course， we also try to make Meihua bloom more splendidly. In addition to independent design and development， we have also carried out crossover joint cooperation with many brands， some of which are niche brands and emerging designer brands. We want to create empathy between Meihua and contemporary young people. We hope to present the cultural gene of Chinese trend. For example， most of the current Guochao brands are still expressed in traditional Chinese culture symbols， and we want to make some choices and innovations from modern Chinese fashion elements， especially from the 1960s to the 1990s， and it would be more interesting to be used in the design of the product.

China Textile： How do you think domestic brands should create their own brand characteristics？

Zhen Rutao： I think the brand shaping process is a cycle longer， it is necessary to establish contact with target consumer groups， generate empathy， and provide corresponding product value and value-added in the stage of establishing a brand. These are not only reflected in the advertising， more importantly， connect with consumer groups through the emerging promotion means， and finally establish common values. We still have a lot of things to do， but the most crucial thing is to accurately grasp the positioning of the target customer group， it’s the same whether it’s a domestic brand or a foreign brand.

“Meihua blossoms proudly in Beijing and wins glory for the country in the Olympic Winter Games.”This sentence contains Meihua’s wishes for the Beijing 2022 Olympic Winter Games and hopes Meihua brand to soar again. As the earliest brand to provide sportswear for Chinese Olympic athletes， Meihua is constantly improving its own brand at the same time， but also keeps sober-minded. Speaking of the revival of the old brand， Meihua has a deep and vivid understanding. “The essence of sportsmanship is continuous self-transcendence and breakthrough. For sports brands， old brands should not always look the same， they should be like athletes doing strength training， only by constant practice can they continue to increase their strength.”

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