Competition Of Sports Brand Olympic Marketing Strategy

Olympic Games is a feast for the sports industry.

Every sports brand wants to taste delicious food in its banquet, and actively prepare for it.

In this feast, all sports brands show their magic power and fully display their strength, hoping to improve the brand reputation.

    李寧：隱性的“非奧運營銷”

In July 13, 2001, Beijing won the right to host the 2008 Olympic Games, and the whole nation was delighted and inspired by Li Ningren.

Li Ning Co has won the title of "China Olympic Committee strategic partnership" and has become the highest level sponsor of the Chinese Olympic Committee, and has caught the "early bus" of the 2008 Beijing Olympic economy in time.

However, when bidding for Beijing Olympic sponsor, Li Ning Co lost the right to sponsor the Chinese sports delegation because of the bid price losing Adidas, including the award dress.

However, Lining did not give up the Olympic Games as a business opportunity.

Lining signed a 3 year contract with CCTV sports channel, requiring all reporters, guests and hosts to wear Lining logo.

In June 3rd, the Beijing Olympic Organizing Committee held a press conference on the proposal to prevent the Olympic Games' Covert market advertising behavior. After a week's meeting, Lining LOGO will disappear from the CCTV Olympic Channel. Not only that, but in June 10th, special guests will not be required to wear Lining LOGO.

Although Lining's marketing plan for costumes on the Olympic Channel failed.

As a non Olympic sponsor, Lining leveraged to choose the team that supports China's gold medal in the hope of attracting the greatest and most attractive people: diving, gymnastics, shooting, table tennis, and the Olympic team of Sweden and Spain, and the costumes of Sultan national track and field team and Argentina national basketball team, and has signed an agreement with CCTV sports channel. All the players on the channel must wear Lining tags.

However, all this is not a climax.

When Lining himself became the last torch bearer of the Olympic Games, the Olympic sponsorship business rules over the years have been reversed by Lining when the Olympic torch is lit by the bird's nest after a long run of anti gravity.

Its own significance, far-reaching impression, and world image are no match for any Olympic sponsor.

Lining's personal wealth soared 30 million dollars in August 11th.

    安踏：決不打奧運擦邊球

In August 8, 2007, a surging rock music "wewillrockyou" sounded in CCTV5, announcing the first shot of Anta in the Olympic marketing war, which is also the first Olympic advertisement produced by the non Olympic sponsors' sports brand.

The Manifesto of Anta advertising series takes the lead in CCTV1, CCTV2, CCTV3, CCTV8, Hunan satellite TV, Anhui satellite TV, Shanghai Dongfang TV and other TV media. Meanwhile, Sina, Sohu, NetEase and other major portals have also been put together.

Overnight, it announced that the Anta Olympic strategy was officially launched.

Around Anta's manifesto, Anta launched its "All Star conjecture" campaign on its brand website and gained high attention.

This huge advertising campaign has created many of the first Chinese Advertising History: the largest investment, the longest filming time, the largest number of shooting locations, the most sports resources used and the longest time to put in.

Xu Yang, director of Anta brand, said Anta's Olympic strategy is a systematic and planning project, not only for the 15 day Olympic Games, but Anta will never play the edge ball of the Olympics.

The focus of the whole series of advertising plans will be on the packaging of athletes after the games, so that athletes can get the story of their success through their own efforts to become the brand story of Anta.

It is revealed that during the whole Olympic Games, Anta's advertising investment will reach up to 100 million yuan.

In addition to a large number of advertising, from CBA to NBA, from basketball to volleyball, Anta sponsored sports events are also full blossom, sports marketing is at the forefront of domestic counterparts. Ding Zhizhong said that in choosing sponsorship events, Anta should reflect the different stages and concepts of development. Anta is considering how to upgrade comprehensively, so as many as possible to participate in sports events, so that sports brands can be promoted in all directions.

In this year's Olympic Games, Anta is the sole supplier of Lithuania Olympic sports equipment.

    鴻星爾克：爭奪奧運第一金

In April 2007, Hongxing Erke signed a formal contract with the women's weightlifting team.

In fact, Hongxing Erke is actually a sponsor of the Chinese women's 48 kilogram class, not a sponsor of the whole women's weightlifting team.

Hongxing Erke is to "bet" the first gold medal.

If we win the championship, Hongxing Erke's brand awareness will also rise.

"We hope to use this news point to increase our brand awareness.

You know, 1 billion 300 million Chinese are looking forward to this gold medal. "

Wu Rongzhao, vice president of Hongxing Erke group, admitted.

In August 9, 2008, Chen Xiexia won the 48 kilogram weight of women's weightlifting. On the same night, 3600 stores in Hongxing Erke played the slogan of "raising the Chinese strength".

Wu Rongzhao pointed out that, due to the status of non Olympic sponsor, the company can not use Chen Xiexia's image in the open media for the time being.

But after the Olympics, Chen Xiexia will be the focus of the company's packaging, and related business activities will be launched.

In addition, Hongxing Erke also sponsored the DPRK delegation. "With the success of the DPRK team, our exposure rate is not low."

Despite Wu Rongzhao's recognition that hongstar was less exposed than Lining on the field, he was quite satisfied with the group's performance.

The Olympic Games are only a few days. "We must fight a protracted war instead of sticking to the 2008 victory or defeat."

We focus on the long-term development of China's sporting goods market. "

Wu Rongzhao said that at present, Hongxing Erke's plan is to increase the number of stores nationwide from 3600 to 3800~4000 by the end of the year.

After the Olympic Games, Hongxing Erke's sports marketing is continuing. "We must continue to sponsor football and tennis matches."

Similarly, Lining will not stop the Olympics.

It is clear that the battle between Hongxing Erke and Lining will continue.

At the same time, the time of confrontation between Chinese sporting goods companies and international giants such as Adidas and Nike is getting closer and closer.

    特步 ：植于娛樂 差異化營銷

In the Olympic marketing of this 100 meter race, Ding Shuibo hopes to attract attention by differential marketing. "In the footwear brand, we are the last to enter the brand, and those who arrive late must always work harder and make more contributions."

Unlike other sports brands that emphasize the professionalism of sports, Ding Shuibo believes that XTEP emphasizes entertainment and life. "Our target customers are college students and middle school students. They have their own entertainment icons, so we invite such entertainment stars instead of athletes to engage in activities and issue limited edition products."

This XTEP's Olympic blockbuster invited 4 Hongkong entertainment stars to shoot.

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

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

XTEP is known as the XTEP Olympic train. It is a high-end train in China. It runs from Beijing to Shanghai.

The naming campaign was successful with the Central Committee of the Communist Youth League of China, the Beijing Olympic Organizing Committee of China and the three major institutions of the Ministry of Railways of China.

In November 2007 --2008, December, through the "XTEP Z13/14 Olympic Games train", we spread the spirit of the modern Olympic Games, the Olympic spirit and the concept of the Beijing Olympic Games to every corner of the Shenzhou territory, so that more Chinese people can understand the Olympic Games and participate in the Olympic Games, and jointly create a strong atmosphere to welcome the 2008 Olympic Games in Beijing.

At the same time, when XTEP's logo, Beijing standard, Wuhuan and Fuwa are running on the land of XTEP, XTEP also shows people the same style: doing something different.

Advertisements for the movement of Olympic trains have the advantage that other outdoor advertisements can not match.

It is the wish and pride of XTEP to make sports different and let the Olympic Games be different.

XTEP also signed a contract with CCTV to invest heavily in the CCTV Olympic final set advertising and exclusive title "courier" column, becoming the largest advertiser of domestic sporting goods companies during the Beijing Olympic finals.

Sponsoring the Belarus Olympic delegation.

XTEP chose to work with the European delegation of Belarus to wear and use XTEP's sports equipment in all public venues during the Beijing Olympics.

Although Belarus's performance is medium, there is still a competitive strength in rhythmic gymnastics, table tennis and other ornamental events. The beautiful shadows of its athletes will make the audience unforgettable.

These measures reflect the fact that XTEP, as a brand of Chinese national sporting goods, has always supported the development of China's sports industry and deeply participated in the deep cooperation of sports events with practical actions and strong national consciousness. It also shows that XTEP is determined to support the 08 Beijing Olympic Games together.

"With the Olympic marketing, terminal construction will be an important guarantee for sales."

XTEP has launched the "big store plan" to expand the existing store store area, pform its image, and plan to pfer some of its stores to the golden section.

At present, the 1600 square meter Olympic concept shop has been available.