Shoe Capital Jinjiang: Publicity Value Opens The Way For Sports Marketing

Anta, 361 degrees, XTEP, del Hui, PEAK, Jordan, Hongxing Erke, Golden Lake...

When they appear on the major media one by one, many Chinese may be hard pressed to believe that these familiar sports brands come from the same city, Jinjiang, Fujian.

Jinjiang has become an important sporting goods manufacturing base in China. Sports products cover sports shoes, sportswear, sports equipment, and so on. It has 37 well-known Chinese trademarks, famous brand products and export brand names, with an annual output value of 27 billion 905 million 200 thousand yuan, and has established about 100000 sales outlets covering one or two levels of the country's market.

A small county-level city has more than 3000 sporting goods enterprises of different sizes. Their investment in sports marketing almost supports the half of China's sports industry.

For the relevant media, Jinjiang enterprises are definitely a huge customer base. According to statistics, from 2000 to 2001, the total advertising cost of Jinjiang shoe advertisements in CCTV is more than 200 million yuan per year.

The huge advertising fees invested by Jinjiang enterprises every year on CCTV sports channel have made many media and sports professionals call CCTV5 Jinjiang Taiwan.

With the development of sports marketing of Jinjiang enterprises, they saw the strong function of propaganda soft power, and all kinds of commercial investment appeared explosive growth, from celebrity endorsement, naming sponsorship to sports equipment sponsorship and venue advertising, and many sports events were supported by Jinjiang enterprises.

It can be said that Jinjiang can become a gathering place for China's local sports brand and make a great contribution to the development of China's sports industry. It is inseparable from the input of Jinjiang sporting goods enterprises in marketing.

Some media have concluded that the main mode of brand building of Jinjiang sporting goods enterprises is: sports stars endorsement + event sponsorship + high altitude advertising.

With the development of sports marketing, the core problem of this "Jinjiang mode" has appeared. Therefore, some famous sports brands began to use public relations as a means of communication, such as employing public relations companies to do a lot of news dissemination.

In 2007, Anta made great efforts in the new media on the theme of Olympic Games.

Besides, a lot of professional print media, such as "Sports Weekly" and so on, are also valued.

In 2006, 361 degree collaboration with Tencent network, the interactive network communication attempt, the use of Tencent's rich media resources - from sports channel naming to the client and QQ.COM advertising, and then to the game platform interaction, combined with offline wonderful events - Entertainment basketball, attracted countless young people's attention to the 361 degree brand, and raised the exposure rate of 361 degree brand in the target customers in all directions.

This is a sports brand new media communication case praised by the industry.

Since then, the new media, especially the Internet media, has become a booster of the advanced and innovative marketing. This has been seen in the process of visiting the sports goods enterprises in the western media.

At present, the national sports industry base of Jinjiang has become the third national sports industry base after Shenzhen and Chengdu, and the "Jinjiang national sports city" has been approved by the State Administration of industry and commerce.

Jinjiang will commission specialized agencies to plan the brand publicity and promotion plan of "Sports City". With the help of sports Expo, Shoe Expo and information center of the State Sports General Administration, we will strive to make the brand of sports city.