It is difficult for sports brands to fight "Olympic Marketing Campaign"

With the help of the 2008 Beijing Olympic Games, in the last round of financial crisis, Chinese sports enterprises successfully turned over. However, there seems to be some overdrafts. The annual growth rate of 30% to 50% of sporting goods has become a thing of the past. In recent years, these sports companies have also suffered pressure from inventories, channel expansion and resistance. The practice of relying on uninterrupted stores to increase profits seems to have come to an end, and the pace of shop opening by major sporting goods companies has slowed significantly.

As a result, many clothing companies took advantage of the 2012 Olympics and collectively bet on the London Olympics to break through the current difficulties. "Go! Go to London and come to a beautiful stand" to become the wish of a Chinese sports company.

We should see that due to the time difference and other relationships, there are some differences between the London Olympics and the Beijing Olympic Games. Although these domestic sports brands will participate in the London Olympic Games, they certainly cannot compare with the four years ago. Therefore, many domestic sports brands have basically adopted the "curve to save the country" approach to sponsor the delegations of the way in the London Olympic Games.

On the other hand, although the IOC did not disclose the specific TOP sponsor’s specific price, many industry sources stated that the TOP sponsorship threshold for the 2008 Beijing Olympic Games is approximately US$60 million, and the TOP sponsors of the London Olympic Games have the lowest sponsorship fees. It rose to 80 million US dollars.

Olympic marketing, poison? Antidote? Can Chinese enterprises turn over again beautifully?

Peak: The number of contracted delegations among domestic sports brands

At the 30th day of the countdown to the London Olympics, the presidents and senior representatives of the Olympic Committees from seven countries including New Zealand gathered in Beijing to attend the “Conference of World Champions Peak sponsored by the Olympic delegation of seven countries to the equipment handover and olympic Olympic Games strategy announcement” to help the brand new. Olympic development plan. “We will use the influence of the seven countries in various regions to increase the visibility and influence of the Peak brand in the local market.” Peak CEO Xu Zhihua said.

At the press conference on June 27th, Peak CEO Xu Zhihua handed over the Olympic equipment of Olympic dreams to representatives of the Olympic committees of seven countries including New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan, and Cyprus. It is reported that at the London Olympics, all the officials and athletes of the London Olympic delegations in these seven countries will wear PEEK's appearance clothes, awards, and other professional equipment to appear on the arena of the London Olympics.

It is reported that Peak’s strong Olympic team lineup includes four continents in Europe, Asia, Africa and Oceania. At the same time, it sponsors Olympic delegations from seven countries. The number of signing delegations is among the highest in the country, creating a history of Peak and breaking China. The sports brand sponsored the Olympic delegation's records and formed a strong “battle map”.

Peak is known as the "Championship Partner," and the NBA championship Miami Heat this season is Peak's official strategic partner. Peak-contracted NBA stars have won championships for four consecutive years.

Calling: Peak sponsors the inside of seven countries to expand the European market

In this Olympic marketing campaign, Peak was second only to Nike and Adidas in the number of its contracted delegations, ranking first among domestic sports brands. Peak put forward the "three hundred" overseas market development goal, that is, Peak trademarks will be registered in more than 100 countries in five years for global coverage; Peak products will enter more than 100 countries and regions; and strive to achieve overseas sales of 10 billion in the next 10 years. Yuan Renminbi. In order to achieve the "three hundred" grand development goals, Peak has formulated a detailed Olympic development plan. Peak has explored a new path for Chinese brands to reach the global market, providing a reference for China to build an international sports brand.

In response to Peak's generous efforts at the London Olympics, industry insiders analyzed that since the Olympic Games was held in London, it was an important city in Europe, and Peak had long been interested in entering the European market. Therefore, it paid special attention to the current London Olympics. In fact, the countries that Peak chose to sponsor will also become the main market for Peak. Peak's ambition is very large. It is reported that from the 2012 London Olympic Games to the 32nd Summer Olympics in 2020, they will further expand the international market. After two Olympic cycle efforts, the international market revenue will be raised to 10 billion yuan in the next 10 years. .

Anta: Alliance with the Official NOC Partner

On June 26th, at the foot of Juyongguan Great Wall, the Chinese sports delegation with the title of “Champion Longfu and Longzheng London” received an award service. Anta announced that it is partnering with IOC Procter & Gamble, McDonald's, and Chinese Olympic Committee partner Hilton. The hotel and Yili jointly created the "Olympic Brand Alliance" and launched the Olympic strategy of cross-border marketing.

According to the representatives from the cooperation, the link of this "Olympic Brand" alliance is the "Dragon Champion" taken by the Chinese sports delegation. The Chinese sports delegation is the only team on this land in China that can represent the Olympics. Therefore, the “Champion Longfu” has become the only visual symbol that can represent China and represents the Chinese sports delegation. It is also the cornerstone of this cross-border marketing. The five IOC partners were closely linked with the Chinese Olympic Committee partners. The Olympic marketing strategy of the five companies will be based on the “Champion Longfu”.

For Anta, the creator of Champion Dragonwear, it will also launch a series of Olympic marketing campaigns around the “Champion Longfu” and launch a brand new Anta Olympic promotional film starring many Olympic champions. In addition, Anta will display the theme of the Olympic Games in terminal stores, and organize a series of Olympic-themed promotions, road shows and other activities, as well as the use of new media such as Weibo to actively interact with users.

Calling: Anta started the "cross-border" advancement of Olympic sports marketing for Chinese sports brands

Anta is undoubtedly the first-line sports brand in China and an ambitious expansionist. After successively defeating Li Ning in multiple operating metrics at a cost lower than the number one competitor for several consecutive years, the company has become increasingly overbearing. Anta has made frequent moves in recent years: First, it has introduced a lot of "airborne troops." The number of newly opened stores and single stores in the channels has also been steadily increasing. It is also the number one player who signed with Australia's Jankovic and China Women's Net. Anta's determination to enhance the brand is unmatched. Anta's boss, Ding Zhizhong, has also released many rhetoric: to be the first brand of Chinese sports goods.

In fact, just three years ago, shortly after the Beijing Olympics, Anta passed the difficult negotiations for nearly a year and became the highest level "strategic partner" of the Chinese Olympic Committee. Early on, the Chinese sports delegation received the prize at the London Olympics. The sponsorship right of the service is in the bag. As the leading brand of China's sporting goods industry, Anta has joined forces with such brands as Procter & Gamble, McDonald's, Hilton Hotels, and Erie to open up a precedent for cross-border marketing of Chinese national sports brands. This is also a rare official cooperation of the Olympic Committee. Cooperation between partners.

Li Ning: The earliest corporate star in the history of Olympic marketing

The data shows that in 2008 alone, Li Ning’s revenue increased by 53.8% year-on-year. In the year, the company spent a total of 1.171 billion yuan on advertising and marketing, which was significantly higher than the previous year’s 696 million yuan.

Li Ning himself commented on the performance in 2008: “The Beijing Olympic Games is undoubtedly the focus of 2008. The Group successfully seized this historic opportunity to implement our integrated marketing strategy and made significant contributions to enhancing the Group’s brand value.” With the approaching of the London Olympic Games, for this Olympic Games far away from the Chinese mainland, the Chinese sporting goods companies represented by Li Ning Company are also striving to find marketing opportunities.

In May of this year, Li Ning launched a series of sports products aimed at mass consumers under the name “Thanks to Heroes.” Li Ning said that at the London Olympics, Li Ning will continue to support five “dream teams” such as Chinese gymnastics, diving, shooting, table tennis, and badminton. In June this year, Li Ning officially released five “gold medal dreams”. "The team" provided sports equipment. Li Ning’s newly announced "Warships" for the London Olympics National Team was named "Red Scales" and inspired by the 8,000-year-old Longscale tiles of Liaoning Chahai. This series of competitions uses INVISA's latest “Shaping Technology” fabric, which combines the functional advantages of free stretch and comfort required for sportswear. It is light, breathable and free to move.

Calling: Li Ning bets on the unique brand equity of the sports industry Olympic Games

Benefiting from the marketing and offensive of the 2008 Beijing Olympics, Li Ning Company showed a good upward trend. Sales in China exceeded Adidas for the first time. But since then, Li Ning has begun a huge strategic transformation. These transformations included the deployment of multiple brands and the expansion of outdoor, table tennis, badminton and sports fashion. Badminton was also identified as the core category of Li Ning.

In fact, Li Ning's fame is the use of the successful sponsorship of the Beijing Asian Games in the 1990s to become a well-known sporting goods company in China. In fact, to some extent, Li Ning also relied on the Beijing Olympic Games to achieve a major breakthrough. At the opening ceremony of the Beijing Olympics, Chairman Li Ning torched the main torch of the Beijing Olympic Games with a torch, greatly enhancing Li Ning's brand value and popularity. This shows that this is a unique brand equity of the Li Ning brand that distinguishes it from other brands. In addition, China lacks a well-known professional sports event. At the same time, China’s participation in sports is not high enough. This has largely constrained the consumption and promotion of sports goods in China. This is a question that should be considered by the Chinese sporting goods companies during the Olympic marketing.

361°: Across the Industry to Create an Exclusive “London Show”

In 2012, China International Sporting Goods Expo was held in Beijing China International Exhibition Center. 361° took full series of Olympic equipment to debut. In the exhibition area with an area of ​​more than 600 square meters, 361° showcased four series of Olympic equipment and competed with the Chinese sports to face the Olympics.

As one of the leading sports brands in China, 361° has created an exclusive London show for this time. In addition to the sponsored six China National Teams, multinational Olympic Committees, world swimming superstar Sun Yang, NBA new Garnett Kevin Love, and Olympic vault champion Steve Hook, they also provided CCTV Olympics reporting groups. A full set of reporting equipment, together with the CCTV Olympics Mission Team, the witness of the Olympic Games event and the main channel of the event coverage, has been working hard to create the "London Action." To this end, CCTV Sports Channel launched the “London Action” series together with 361° at the beginning of the new year, and interpreted London for the national audience through various forms and perspectives.

Looking at the scene of the exhibition, the 361° exhibition is quite unique, not only with the theme of “more love, it is in London”, but also to display the Olympic equipment of the CCTV Olympic Games, multinational Olympic Committees, and Chinese Olympic teams, and the exclusive use of celebrities. equipment. We will continue to write corporate responsibilities with the entire people and welcome the Olympics. We will jointly welcome the development with the Expo and reflect its unremitting pursuit of becoming a professional sports brand that occupies the world.

Calling: 361° continuous force international professional sports competitions in reasonable condition

How to turn people's curiosity into brand identity? The 361° approach is unique. When many companies are keen to hire huge stars as brand spokespersons and advertise in various media, 361° likes to join hands in major sports events. Their idea is that the new brand has just been launched. What is needed is to quickly increase brand exposure and increase company awareness.

In recent years, 361° can be described as a continuous movement. From sponsoring the Asian Games to supporting the Universiade, many other types of events have been interspersed such as the Chongqing Marathon and the Big League. It is also reasonable to support the sponsorship of these events. Because 361°, as a sports manufacturer, is large enough in business scale, it is necessary to answer whether it is strong enough and whether it can compete with the giants in the international community. In the promotion of brand and product professional image work hard. Of course, in addition to back-end technology research and design, this effort also needs to seize the opportunity to win people's attention through major competitions.

Ding Wu, the president of 361°, who has always been known for his firmness in the industry, naturally understands how to weigh the merits of this exercise and drinking. Continuously making international professional competitive events is naturally reasonable.

Xtep: Running runners "rush to" London

Recently, Xtep launched the “FunRoute” running club in Beijing's 798 Art District. The two series of “Fashion Run” and “Science and Technology Run” products launched at the same time are also on the market. At the event, Xtep's two endorsements, star Kwong Lun Mei and the "100-meter sprinter" Gatlin who has just won the IAAF Diamonds Yuyung Championship, showed off the "fashion run" and "specially designed for them" by Xtep. Technology runs "products.

Xtet Gatlin, the spokesperson for the "Science and Technology Running", praised the "shoveling" running shoes he was wearing. He said that the structural support based on ergonomic principles and the integration of “shock-relief” technology have strengthened its stability, provided maximum protection for professional runners, and at the same time the diamond facets added to the upper design. Cutting the stripe makes this running shoes full range of children.

In addition to this “Olympic boots” tailored for Justin Gatlin, Xtep also sponsored the Chinese Synchronized Swimming Team at this London Olympics and partnered with Tencent to create a “fun” London event. . The Xtep Running Club with the theme of “Fun Route” was formally established. Gui Lun Mei and Gatlin became the first and second members of the club. At the same time, the Xtep Running Club's official Weibo has also been on-line and the name of the Xtep Club has been collected from all runners. The event site also showed Xtep’s elaborate Olympic boots for Gatlin. This was the first pair of all brands to launch the 2012 London Olympics.

Calling: Special steps to bring huge amounts of money into the sports field to create exclusive Olympic advertising

Perhaps Xtep himself has also noticed that the fashion movement is not perfect enough. In recent years, more emphasis has been placed on putting more eggs into baskets. At the same time as firm fashion sports strategies, diversified attempts are being made.

In 2005, Xtep entered the field of sports marketing with huge amounts of money and began to break the monopoly of high-end events in international sports brand monopoly. It also launched Xtep’s “Radar” for sports marketing, and spent huge sums of money to purchase advertising rights during the Olympic Games of CCTV. brand. Even though the general direction of fashion and entertainment attributes has not changed, Xtep has at least taken the step of trying to combine the dual-track strategy model of entertainment and sports.

However, even if it is sponsored by the competition, it seems that it is always possible to play a little "entertainment" from it. In 2010, Xtep became the first sponsor of sporting goods to enter the English Premier League as a "funky" event. In other words, Xtep is not targeting the overseas markets of the Premier League and La Liga itself. Instead, it is relying on bindings with the Premier League and La Liga, which are regarded as "trendy" events for domestic fans, in turn stimulating domestic consumers to take special steps to fashion, Trend, cool knowledge. In the long run, using the platform built by the fashion movement to structure resources, use imagination, and do what it can do is the right way.

Hongxing Erke: Valued during the sporting event

At the end of last month, the deputy secretary-general of the Iranian Olympic Committee, officials of the Olympic Council of Asia, and the CEO of the Chinese Taipei Olympic Committee and Wu Rongzhao, the executive vice president of the Hongxing Group, held talks in Quanzhou, Fujian, about their respective events and sports equipment. Afterwards, the Iranian Olympic Committee and representatives of the Chinese Taipei Olympic Committee visited the Hongxing Erke brand showroom, the biomechanics laboratory and the technical research center, and had an in-depth understanding of Hongxing Erke's brand culture and history.

In the past two years, Hongxing Erke has continuously enhanced its brand value through the implementation of its brand strategy. The reporter remembered that at the 2008 Beijing Olympic Games, Hong Keer’s outdoor billboard “Korea Olympic Committee Global Partner” was very eye-catching.

With the approach of the 2012 London Olympics, the Olympic delegations of various countries have begun to warm up for the Olympics, and the global sports boom has resurfaced. It is understood that in this Olympic Games, Hongxing Erke will join hands with three national Olympic committees including Iran.

When talking about the 2012 London Olympics, Wu Rongzhao said: "With the help of the Beijing Olympic Games and Hongke's many years of sponsorship and promotion experience at home and abroad, we have enough confidence to allow Hongxing to increase its exposure in the international market and increase its global influence. ."

Calling: Hongxing Erke thinks that the "birth" method of star + advertising is ineffective

Hongxing Erke and other Quanzhou sports brands have worked tirelessly with several national Olympic committees. The aim is to simply use the word “Olympics” in brand promotion and publicity during the coming Olympic Games to strengthen the major international competitions. Exposure.

In 2008, the Olympic Organizing Committee imposed many strict restrictions on the "Olympic Games" propaganda, but this did not prevent them from propagating in the early Olympic Games. Hongxing Erke is trying to get involved in other sporting events while he is recruiting and digging deep into many tennis events. For example, Chen Xiaxia won the first gold medal in the Beijing Olympics for the Chinese Army. Hongxing Erke also shined as a sponsor of the National Women's Weightlifting Team. After the establishment of a cooperative relationship with the Korean Olympic Committee, the North Korean national football team performed very well.

As consumer behavior becomes increasingly rational, advertisements must open up the purse strings of consumers, and the "birman" method of "star + advertising" has gradually become ineffective. Mr. Wu Rongguang, the president of Hongxing Erke Group, believes that the development of the market indicates that “have no courage” can no longer succeed, and brands must use “intelligence” to win. Hung Erke's new concept of "brand wins" strategy came into being under this background.