初代中國運動員的“國服”，老牌體育品牌梅花的榮耀與夢想

紅梅傲雪綻北京，為國爭光在冬奧。

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

從1971年第26屆世界乒乓球錦標賽的初出茅廬，到1984年在洛杉磯奧運會再次亮相，梅花這一民族品牌有過十分輝煌的巔峰時刻。在上世紀八十年代以前，梅花體育是以專業體育運動服裝為主的運動品牌，產品品類涵蓋了包括冰球等冬季項目在內的幾十個運動項目的產品品類，曾在中國體育運動服裝行業占據龍頭地位。

自84年洛杉磯奧運會后，梅花開始向民用市場進軍。1990年到2010年是梅花的一個低潮期，由于在改革開放的大潮中，不適應市場競爭，在國際品牌和國內新生品牌的夾擊下，梅花的發展遇到了瓶頸期。2015年，梅花在新的運營體制下，又開始煥發出新的生命力，重新被市場關注。

初代中國運動員的“國服”的締造者，對品牌與運動，尤其是此次召開的冬奧會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理甄如濤。

在中國潮流圈嶄露頭角

China Textile：梅花的主營產品有哪些？發展如何？

甄如濤：目前梅花的主營產品以運動服裝為主，有運動服裝裝備、運動鞋和箱包等配套品類。另外一個品類是潮流運動品類，結合國潮運動風潮，主要針對以年輕人群為消費主體的市場。從2018年梅花參加上海時裝周靜態展開始，梅花品牌逐漸在中國潮流圈嶄露頭角，并確立了自己的地位，受到了廣大運動員的喜愛和歡迎。

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

甄如濤：上世紀90年代后，梅花遇到的挑戰主要來自外來品牌和本土新興品牌的夾擊，而且并沒有完全適應市場體制的運行規律。2015年，梅花通過混合所有制改革，盤活了梅花品牌，從2017年到現在，梅花正在逐步恢復的過程當中。

不斷嘗試讓梅花更燦爛

China Textile：前段時間網絡上爆火的“吳京同款”被網友們發現是老梅花牌運動服，經過多年的沉寂，梅花品牌再次受到網友熱捧，您有什么感受？

甄如濤：我們特別開心，梅花產品能夠受到那么多網友的喜歡。這款運動服，目前我們還在生產，并在一些方面進行了提升和改良，銷售依然比較火爆。近些年國潮熱持續升溫，對我們民族品牌幫助很大。今后，我們還會繼續按照公司既有的發展策略和方向，保證產品品質以及品牌的風格和調性。

China Textile：擅長復古運動風的梅花，最近有哪些新動作？

甄如濤：梅花可以說是中國國潮鼻祖，早在上世紀八十年代，梅花的產品設計就開始與設計潮流接軌，我們很多以前的設計，放在現在來看依舊是很時尚的。當然我們不能一味的吃老本，我們也通過各種嘗試讓梅花開放的更燦爛。除了自主設計開發外，我們還和許多品牌進行了跨界聯名合作，其中不乏小眾品牌和新銳設計師品牌，我們想讓梅花能和當代年輕人產生共情。我們希望能夠呈現出中國潮流自己的文化基因。例如，目前大多數國潮品牌還是以中國傳統文化符號來進行表達，而我們想把中國現代的一些流行元素，特別是上世紀六十到九十年代的流行元素進行總結，做出一些提煉和創新，應用到自己的產品設計當中，這樣就更有意思了。

China Textile：您認為國產品牌應該如何打造自身品牌特色？

甄如濤：我認為品牌的塑造是一個周期比較長的投入過程，在品牌建立階段要與目標消費群體建立聯系，產生共情，并提供相應產品價值和附加值，這些不僅僅體現在廣告的投放上，更重要的是通過新興推廣手段，與消費群體實現聯接，建立起共同的價值觀。我們要做的事情還有很多，但最關鍵的是要精準把握目標客戶人群定位。

“紅梅傲雪綻北京，為國爭光在冬奧?！边@句話包含著梅花對2022年冬奧會的祝愿，也寄托了梅花再次騰飛的希冀。作為最早為中國奧運健兒們提供運動服裝的品牌，梅花在不斷完善自身品牌的同時，又具有一分難得的清醒。運動基因刻至骨髓的梅花，甄如濤對此有著既深刻又形象的認識，“運動精神的精髓就是不斷的自我超越和突破，對于運動品牌來講，老品牌不能總是老樣子，這就像運動員在做力量訓練一樣，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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