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Brand Shoe Enterprises "Longmen" Jump To Launch The Olympic Gambling Momentum

2008/8/1 0:00:00 144

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With the approaching of the 2008 Beijing Olympic Games, the enthusiasm of the whole people for sports has never been higher, and the sports industry is speeding up. Sports are becoming a popular way of leisure. This undoubtedly means a great opportunity for every sports brand. Some insiders believe that the Beijing Olympic Games will become a "dragon gate" for sports brands. If the leap succeeds, the enterprise will fly in the sky and achieve leapfrog growth; On the contrary, it is hard to escape the fate of the things in the pool. The reporter recently visited the sports consumer goods market and found that the marketing strategies of the first, second and third tier sports brands are very different. As for who can laugh to the end, we can only wait and see.

Sponsor top brands of events to launch Olympic gambling

Sports sponsorship has always been the most powerful marketing method for sports brands. However, due to the high cost, the sponsorship right of important events that can attract millions of eyes has always been firmly held by the international first-line brands with great wealth.

After paying a huge amount of sponsorship fees, Adidas defeated its competitors and became a partner of the Beijing Olympic Games. At present, Adidas' series of Olympic themed ads - "2008 Together, No Impossible" featuring Hu Jia, Zheng Zhi, Sui Feifei and Chinese women's volleyball team, not only appeared on TV stations, but also covered the subway in Beijing, Shanghai and other cities. One of the advertisements described the scene of Chinese manpower supporting local athletes, which left a deep impression on many people.

On July 5, Adidas opened the world's first brand center store in the prime area of Sanlitun Bar Street in Beijing. This 3300 square meter space is said to be the largest Adidas store in the world, including all the new products of Adidas and its clover and Y-3 brands, among which the most eye-catching is undoubtedly the sports shoes designed by Adidas specifically for the Beijing Olympic Games - "Made for Beijing", which makes every Chinese excited. Obviously, this German company, which has been lagging behind Nike in China, hopes to end its role as a catcher in 2008 and find the feeling of being the first.

Compared with Adidas, Nike is not an official partner of the Beijing Olympic Games, but it is also indispensable in the Olympic Games. In fact, Nike not only included Liu Xiang, Yi Jianlian and other top candidates for the Olympic Games, but also sponsored 22 Chinese sports teams in 28 sports. This means that at that time, the members of these sports teams will wear Nike sportswear to participate in the game. It seems that as the Olympic curtain is about to open, the competition between these two top international sports brands will become increasingly fierce.

Create a new path, participate in and share the Olympic feast

There is only one official sponsor of the Olympic Games in China's sporting goods industry, but there are countless sports brands active in the Olympic marketing arena. After Adidas won the exclusive sponsorship right, many powerful companies chose to "save the country with curves" to realize their close contact with the Olympic Games.

On May 22, Li Ning Company won the certification issued by the Beijing National Sports Century Sporting Goods Quality Certification Center, becoming the first sporting goods organization in China to obtain the certification of sportswear products. This undoubtedly made Li Ning more confident in sponsoring the uniforms used by Chinese national teams in shooting, diving, gymnastics and other competitions. In addition to sponsoring four Chinese national sports teams, Li Ning also sponsored two Olympic delegations, Sweden and Spain, as well as Sudan's national track and field team and Argentina's national basketball team. At that time, these foreign athletes will appear in the Olympic Games wearing Li Ning brand sportswear and award-winning uniforms.

Like Li Ning, Hung Sing Erk's Olympic marketing bet is on the performance of the Korean national team and whether the Chinese women's weightlifting team will win the first gold medal of the Olympic Games. Kangta signed a contract with the Lithuanian Olympic Committee to become its partner. PEAK Group has become the sponsor of the Iraqi Olympic delegation, and will provide all sports equipment and the entire cost of participating in the Beijing Olympic Games for the Iraqi Olympic delegation. Outsiders sponsored the Tajik national team for the Beijing Olympic Games. We signed a cooperation agreement with the Belarusian ambassador to China, officially becoming the exclusive sponsor of the Belarusian Olympic delegation's award-winning equipment. It can be imagined that when many foreign athletes appeared on the field wearing Chinese sports brand clothing, people felt the rise and strength of Chinese sports brands.

The outdoor brand Osoka shows the professional performance of its products by sponsoring all equipment such as down jackets and tents for the Olympic torch relay on Mount Everest. Yuan Ying, the media director of the company, told reporters: "The professionalism of equipment that can be used in the harsh environment of more than 8000 meters on Mount Everest has naturally been verified."

Olympic marketing after avoiding sharp bets

Although the Olympic Games is regarded as the best stage to display sports brands, in order to avoid their own promotion activities being overwhelmed by the current numerous Olympic marketing, many enterprises are also planning to launch "post Olympic marketing" - that is, large-scale brand promotion investment will be carried out after the Olympic Games to maximize the effect.

Recently, Cai Jianlei, general manager of Saiqi Sports Goods Co., Ltd., said that his planning for the Olympic Games will put more resources and energy into the post Olympic period. "We are going to find another Olympic champion to speak for us after the Beijing Olympic Games." Cai Jianlei believes that it will be more accurate, more effective and more useful to find a spokesperson after the Olympic Games.

Jinlaike also tends to strike after the fact. Yao Hui, its marketing director, said that Jinlaike would not follow the current rush of everyone to squeeze the Olympic Express, but would focus on attacking after the Olympic Games. He believes that the Olympic Games have brought great opportunities to the sporting goods industry, but at the same time, it has also attracted unprecedented fierce competition, which is not only from domestic peers, but also from international brands. When local brands choose to participate in the competition at this time, they have to invest more capital than usual, and the effect is not necessarily obvious.

The relevant personnel of Delhui Sports Goods Co., Ltd. also expressed similar views. He believes that the Olympic Games is global for the domestic market. In addition to the competition of domestic brands, international brands in various industries have also invested heavily in this period of time. The investment of enterprises at this time is not large enough and the highlights are not distinctive enough. Finally, it is inevitable that they will be overwhelmed by the huge wave of brand promotion, and the effect will not be achieved after spending a lot of money.

In this regard, marketing experts gave affirmation. After all, the Olympic Games are short-lived and the market is long-term. Enterprises need Olympic marketing and rational consideration based on cost. Moreover, Olympic marketing does not have to be held before or during the Olympic Games. As long as we do a good job in Olympic issues and planning, we can also do Olympic marketing after the Olympic Games.