On December 1st, it is well-known that the most popular sport in China is the Asian Games.

Famous brand: how long will it take to endorse sponsorship?

According to the relevant investigation report, in the past November, the major brand operators have made use of the Asian Games Dongfeng, respectively for their respective consumer groups, carried out various activities, according to the analysis of the experts, the major sports brands still routinely routinely take the Asian Games propaganda platform.

Front-line brands such as Nike, Adidas and Lining have appeared in the Asian Games stage as sponsors. What we see is the ubiquitous Logo label marketing. Indeed, the big stars are self signed, and the national team is a long-term support, so we must make good use of it at this time.

But the rules of the Asian Games do have too many restrictions. Even if they spend more money, the space left for the brand is too small. Look at Liu Xiang's red flag at the moment of winning the championship, Nike must be very depressed at this time; when watching the audience cheer for the athletes, they ignore the value of the sponsors, because the sensible Chinese consumers understand that this is just a commercial game.

"Small brands": a new way of people to people line

Here, I want to mention new hundred Lun, many people will be surprised, why do we need to quote quotes on "small brands"? Indeed, if they speak their English names, no one will think of it as a small brand anymore.

New Balance, the top four brand in the global market for running sports goods, is indeed a successor in the Chinese market and a "small brand".

But why didn't everyone connect New Balance with the high-end brands in the United States? Indeed, when new China came to China, it did not sign big endorsements, and did not invest huge advertising. Instead, it opened up a new route to the people.

From organizing running clubs in various cities to organizing the national running competitions, and organizing the beauty troupe to cheer for China in this Asian Games, it is very close to let people feel that he is around.

Indeed, sports are not a show, a performance, the most important thing is the participation of the whole people.

American presidents Reagan, Bush, Clinton, Obama and Apple Corp President Jobs all wear the same NB shoes to run. In fact, the president of the United States is poor, so the NB brand has the root to follow the people's road.

In this Asian Games, the NB Beauty Group has attracted wide attention and has begun to show that this road can be done.

Indeed, different brands have their own positioning, have their own strategies, consumers also have their own good, but now the world of goods, everyone is looking at a lot of money, a lot of money is no longer useful, it is not playing emotional cards, walk the pragmatic route, the money used in the use of the place, this is called wool out of sheep.