Sports Shoes Enterprise Sports Marketing Competition Cultural Strategy

At various meetings held recently in Europe, the European footwear industry has put forward proposals for EU to extend anti-dumping measures in the industry.

If this proposal is adopted, the export of Chinese shoes with negative growth will suffer a greater blow.

Thus, in the context of the sharp decline in exports, sports shoes brands have been "fighting" in the domestic market, of which the first line brand is a cultural strategy, so as to stand out in the competitive Chinese sporting goods market.

At the time of the opening of the Beijing Olympic Games, sports shoes manufacturers, such as Anta, Nike and Adidas, which are known for their sports marketing, have cooperated their sports concept propaganda into cultural strategy. Without exception, they have chosen to help Chinese consumers by "helping China win".

Anta and Lining: technology innovation brand

In order to let their "refueling!"

China! "

The slogan has been heard throughout the country. Since June this year, Anta has released the latest "refueling" in Beijing, Guangdong and other 12 provinces and cities, as well as the main channel of CCTV.

China!

TV advertisement.

Zhang Tao, vice president of Anta Sports Products Limited, said that in the current context, leveraging China's national cohesion and pride will become a great opportunity to promote the rapid development of the brand.

"Sports industry is essentially a cultural industry."

Zhang Tao said, "no matter how intense the competition is and how popular the stars are, we have to change the habits of the consumers and integrate into their lifestyle so that they can better accept our products and values."

He said: "as a sports brand, Anta is going to cheer for China's sports industry, and as a national enterprise, we need to refuel the whole of China."

Xu Yang, the brand director of Anta, said that the message delivered by Anta in the latest TV commercials is: in the face of disaster, Chinese people do not need to sympathize, do not need to recall the disaster, but need more encouragement.

Every great nation must go through many hardships. Only by defeating these difficulties can China achieve a real turning point in the international community.

Unlike Anta's "forge ahead culture", another leading brand in China, Lining, recently played a major role in technology licensing.

In May 22nd, the Li Ning Co was certified by the Beijing State Sports Goods Quality Certification Center and became the first sporting goods organization in China to get sports wear products certification.

As a sponsor of China's shooting, diving, gymnastics and other national team matches, Li Ning Co has also implemented the technology culture to the athletes' equipment.

With the sense of future and the elements of the era, the new equipment contains the blessing of athletes, highlighting and simultaneously targeting a large number of top technologies in different sports.

A few days ago, Li Ning Co brought the world's largest fiber, polymer and intermediates, the company's new fashion, emphasizing the leading technology of fabric.

Nike and Adidas: "Chinese elements" to help

Facing the attack of its own brand, the international brand Nike has chosen another way to narrow the distance from the audience.

At the China sports fair, Nike set up a costumes show for 22 pairs of Chinese national teams and 22 professional athletes as models.

This idea has made up for the shortcomings of the star sponsored by Nike. Whenever the performance starts, the Nike booth is always full of people.

In order to impress the Chinese consumers, Nike will also set the theme of the exhibition as "getting up and moving forward", which is reminiscent of the spiritual connotation of the Chinese national anthem.

Competitive culture is not the only way for international leaders to please Chinese consumers.

In January this year, Nike's old rival Adidas took the Peking opera costumes as the background in Beijing's sports fashion show.

The models showed the uniforms designed by Adidas for Olympic staff and volunteers, including T-shirts with auspicious clouds.

Mark Colin, the director of Adidas creative center in Shanghai, said that the use of auspicious clouds, dragons, fans and bright colors in sports clothes and sports shoes aroused people's traditional consciousness and made Chinese young people able to publicize their characteristics.

Prior to this, Adidas has thrown 80 million dollars to sponsor the Beijing Olympic Games.

Therefore, the identity and status of Beijing Olympic sponsors will undoubtedly become Adidas's biggest demand for communication.

In order to emphasize the origin of the Olympic Games with Beijing, Adidas combines various designs of the products with the human visual pattern of the 2008 Beijing Olympic Games. These Chinese elements have greatly strengthened the affinity of the whole brand.

Post Olympic Era: will sports marketing still be hot?

While the Chinese marketing community is crazy about sports marketing, Lenovo has said that after the 2008 Beijing Olympic Games, it will withdraw from the Olympic TOP sponsorship program.

Lenovo's position seems to remind people of the direction of China's sports marketing after the Olympic Games.

Experts pointed out that in recent years, Chinese enterprises are keen on sports marketing, to a large extent, to see the "Samsung miracle".

Through sponsoring the Olympic Games, Samsung has completely completed the pformation of "Korean brand" to "international brand".

Indeed, the successful sports marketing strategy will have a great pull on the upgrade of brand image, which is also an important reason for Anta, Adidas, Nike and other sports brands to devote their full investment to the publicity of their sports marketing culture.

However, in the view of brand researchers, there are many factors that affect brand growth, and marketing factors are only one of many factors.

A sports event is definitely not the only way to enhance brand image.

In fact, even those who seem to be successful in sports marketing are backed up by advanced technology and management systems.

Dong Mingzhu, general manager of GREE, is very clear about the relationship between brand and marketing.

She said: management and technological progress can promote enterprise development more than pure marketing.

In fact, even though we are regarded as a sports marketing model, the Samsung is also because of the great progress of core technology development, which really established the position of Samsung in the global enterprise structure.

Looking at the growth history of Samsung enterprises, the contribution of sports marketing is less than 30%.

What Samsung is most interested in is not the Olympics, but more than $5 billion in research and development and more advanced research personnel than in Seoul.

Samsung CEO Yin Zhonglong's favorite saying is: "for Samsung, nothing is more important than core technology development."

"Compared with international brands, our real difference is not brand, but technology and products."

Liu Buchen, an expert in journalism and communication, said that it is far from enough to make a contribution to the Olympic brand building if it wants to join the ranks of international brands.

In peacetime, we must have a consistent brand strategy and combine marketing, technology, management and products effectively. I am afraid that the sports shoe manufacturers in the domestic market need to consider things as soon as possible.