Sports Brand Shoes Enterprises 08 Marketing Big PK

With the approaching of the 2008 Beijing Olympic Games, the fitness and sports boom of the whole nation has springing up. At that time, the major sporting goods and sporting goods dealers began to sharpen their teeth and intensify their preparations for the Olympic Games in the coming 08 Olympic Games.

In addition to some world-class sports brands such as Nike and Adidas, the Olympic flag of the major sporting goods brands such as Lining, Anta, XTEP, and Xi Long has also been revealed. The naming, sponsorship and listing are all waiting for the "Olympic" sports cake.

    耐克 

Nike, headquartered in Beaverton, Oregon, is the world's leading sporting goods manufacturer.

The company produces all kinds of sporting goods: clothing, footwear, sports equipment and so on.

In fiscal year 2002, the company's revenue reached a record $4 billion 980 million, an increase of 2% over the 2001 fiscal year.

Nike has proved with its own outstanding achievements the words of its founder Bill Bowerman once said: "as long as you have your body, you are an athlete.

As long as there are athletes in the world, Nike will continue to grow.

"Sports" is the language of Nike.

Nike's Olympic marketing strategy is focused on sponsoring top athletes in the world.

Liu Xiang, the defending champion of the men's 110 meter hurdles, will run on Nike's golden hook trademark.

A spokesman for Nike said, "in Beijing, athletes like Liu Xiang give us a huge opportunity to build momentum and strengthen our brand's influence in the Chinese market".

    阿迪達(dá)斯 

In the world of sporting goods, adidas has always represented a special status symbol, which is called "the three line of victory".

Since its establishment in 1948, adidas has helped countless athletes to achieve good results.

Therefore, Adidas can also be regarded as the best example of people's trust and respect.

In 2008, Adidas became a paradise for Olympic fans.

The Adidas sportswear marked "China", "Beijing 2008" and China India are placed prominently, and the auspicious clouds, dragon and bright traditional colors are used.

A Adidas shopping guide said that these clothes are not many, but they sell well.

Adidas's designer's award dress is also decorated with Olympic and Chinese auspicious clouds.

In order to show Adidas's enthusiasm for Chinese culture, in January this year, at the press conference of Olympic staff and volunteers' clothing, Adidas also changed the T platform to the traditional Beijing opera stage.

Adidas spent about 675 million yuan to become the official an official sponsor of the Beijing Olympic Games. It also extended the Adidas logo to the clothes of 100 thousand volunteers, technical officials and other staff members of the Olympic Games.

Adidas has also sponsored several national Olympic associations, including China and the United Kingdom, as well as individual star athletes, but most of the publicity budget has been used for official sponsorship of the Beijing Olympic Games.

    李寧 

In 1990, Li Ning Co Ltd started in Sanshui, Guangdong.

At the very beginning of its founding, it cooperated with the Chinese Olympic Committee to promote the development of sports in China through sporting goods business, and spared no effort to sponsor various sports events.

Li Ning Co became the first Chinese sporting goods company to sponsor the Chinese sports delegation of the Asian Games. In 1992, Li Ning Co provided the prize winning equipment for the Chinese Olympic delegation and became the first Chinese sporting goods company to sponsor the Olympic Games. In 1993, Li Ning Co moved to Beijing.

Li Ning Co first took the lead in establishing a franchise marketing system in the whole country. In 1998, Li Ning Co first built the first China sports clothing and shoe design and development center in Foshan, Guangdong. In 1999, Li Ning Co joined SAP company to introduce the AFS clothing and footwear industry solution, becoming the first Chinese sporting goods company to implement ERP. In 2004, Li Ning Co was listed on the Hongkong stock exchange motherboard successfully, becoming the first Chinese sporting goods enterprise to be listed overseas; in 2005, it became the official partner of NBA; in 2006, it became ATP's official market partner of China.

The three heroic plans of Lining's 2008 Olympic strategy are "heroic team", "hero gesture" and "hero return". This is obviously an emotional interactive marketing communication based on Chinese heroism. Through the "Olympic hero experience", the emotional communication between the brand and the target group can be realized.

The team, the Swedish Olympic delegation, the Spanish Olympic team, the special Rosa and other sports resources in Ethiopia called the "heroic team" to compete for the Beijing Olympic Games. The unique "heroic gesture" released by Lining was written in the capital letter "L" to represent the initials of Li-Ning. The deep core information was a set of words beginning with the English letter "L": Luck, Love; Li Ning Co will join hands with the Chinese athletes Education Fund and the China Youth Development Foundation to launch the Olympic hero return plan next year, as long as shooting, table tennis, diving and gymnastics four Chinese national team athletes won the gold medal in 2008 Olympic Games. According to the Li Ning Co responsible person: in 2008, Li Ning Co will sponsor 4 Chinese gold medals team, table tennis, gymnastics, diving and shooting, Spain, Argentina 2 World Basketball champions, and Sultan track and field.

    喜得龍 

Xi long in China is engaged in the design, development and wholesale business of brand shoes, clothing and accessories.

In terms of sales revenue, Xi Dalong is one of the largest sports and leisure apparel brands in China.

As of December 31, 2007, he had set up 2519 retail outlets through 22 distributors and sold products through distributors. They operated directly or indirectly through the third parties.

The retail network operated by distributors covers 26 provinces and cities in China.

Since its 6 opening in January 2002, the company has grown rapidly in two or three cities in China, especially in the southwest and Northeast China. According to the Market Research Report, Xi Dalong has become one of the five major sportswear brands in China, and has established a leading position in the market.

Xi Long has invested tens of millions of dollars to become a strategic partner of CCTV Olympic sports channel world column.

In order to meet the Olympic business opportunities, Xi dragon has made enough efforts in brand vision.

Recently, Hu Zhonghui, the brand consultant and Anta brand director, announced the new English name HITERON of XIDELONG, and the original English name will be stopped.

"The new English name of Xi De lung is an abbreviation for Chinese hi tech. The new English name is highly consistent with the high-tech concept that the brand has always been pursuing. This can well create a leading brand of technology brand for Xi long."

    特步 

XTEP (China) Co., Ltd. was founded in 2001. It has two agency brands: Spanish KOLING and Disney. It is a large-scale sporting goods enterprise that develops, produces and sells sports shoes, clothing, bags, hats, balls and socks.

Ding Shuibo, President of the company, pioneered the brand new mode of entertainment stars endorsing sporting goods. It created a fashion, rebel and unique personality for XTEP brand, promoted the implementation of XTEP brand differentiation strategy and led XTEP into a brand new era.

With the continuous expansion of the company's business scale and the vigorous development of the sales market, XTEP's leading position in the industry has been continuously stable. XTEP has become the representative of fashion schools in China's sporting goods.

In Olympic marketing, XTEP has attracted attention by differential marketing. It is different from other sports brands in emphasizing sports professionalism. XTEP emphasizes entertainment and life. XTEP's Olympic blockbuster has invited 4 Hongkong entertainment stars to shoot.

However, before shooting the Olympic Games, XTEP's Olympic marketing has already started.

XTEP signed a cooperation agreement with Belarus's ambassador to China and officially became the exclusive sponsor of the Belarus Olympic team's award equipment.

The title of "XTEP Olympic train" and the exclusive title and winning bid of the "2008 Olympic final live broadcast patch advertisement" were won by XTEP.