Sports Shoes Brand 2008 Beijing Olympic Gold Tour

Olympic marketing has always been a big gamble.

The Chinese sports delegation, starting from the 2000 Sydney Olympic Games, surpassed Germany in the gold medal list and medal list. In 2004, the number of gold medals in the Athens Olympic Games surpassed Russia in the second place, and directed the United States.

However, in the fierce competition of sports goods, Chinese brands have not yet surpassed foreign brands in the local market.

Li Ning Co has been pressed by Adidas for 1 billion 300 million years as Adidas sponsor of the Beijing Olympic Games for 3 years. Recently, it has finally struck the lead and ignited the Olympic torch's effect.

And in competing for bet gold medals, more intense fighting began.

　　阿迪達(dá)斯13億“蓋倒”李寧

Three years ago, the German Adidas, with a sponsorship fee of 1 billion 300 million yuan, overwhelmed the Li Ning Co that had sponsored the Chinese sports delegation to participate in the four Olympic Games and became a sponsor of the Beijing Olympic Games.

This means that the Chinese athletes who won the medals of the Beijing Olympic Games will stand on the podium under the gaze of the world, wearing the German brand award dress.

In fact, Adidas has paid about $100 million in cash and sponsorship for partner rights.

The company will provide clothing for athletes, volunteers and technical officials, and will sponsor interactive online games with several Chinese athletes.

The problem facing Adidas is that although it has become the official clothing partner of this Olympic Games, Nike has more spokesmen for top athletes.

Nike is taking another route. Its core is still sponsoring a specific athlete. If these athletes win the game, Nike will get a bigger return.

At present, there are about 20 thousand to 2.5 enterprises in China engaged in the production of sports goods and equipment, and the developed Chinese manufacturing industry is also producing for international famous brands.

The World Sporting Goods Federation released data last year that "made in China" accounts for more than 65% of the global market.

A Harvard Business School study in 2006 estimated that Nike, Adidas and Lining three brands accounted for 16% of mainland China's sporting goods market share, while about 20 other international brand contracts accounted for 10%, while Anta and other domestic brands accounted for only 10% of the total.

Among them, Nike's stores in mainland China expand by nearly 500 new stores every year, and plan to increase from 2500 to 3400 in 2008.

Adidas will also increase from 2800 to 4000, and will further expand to 5000 by 2010.

Its acquisition of Reebok is also expanding at the rate of 200 to 250 new stores a year.

　　日本品牌青睞中國體育用品市場

Due to the saturation of the domestic sales market, the Japanese sporting goods manufacturers are opening up and expanding their stores in the mainland with huge market potential to enhance their popularity and strive for Chinese consumers.

At the end of 2006, the Japanese Mizuno Corporation (once sponsored the Chinese volleyball team) signed a sponsorship contract with the Chinese table tennis team.

In June last year, the company invited four Chinese famous men, including men and women singles, ranked first in the world, including Wang Liqin and Zhang Yining, to visit the company headquarters in Osaka, and tailored their respective sports shoes according to their technical characteristics.

According to Mizuno Corporation's projections, the sporting goods market in mainland China will reach 300 billion yen in 2008, close to five times in 2003.

More importantly, the Chinese sporting goods market will continue to grow at a rate of 20% to 25% every year after the Beijing Olympic Games.

Other Japanese brands, such as Desanto, also signed all sponsorship contracts with the Chinese swimming team to the 13 Swimming Championships of the Beijing Olympic Games in 2006 to publicize the Arena of its swimsuit brand.

The sponsorship contract between Zett and the Chinese baseball team was extended from 2006 to 2012.

　　特步和安踏未受到奧運(yùn)的恩澤

The Anta Oriental sporting goods company (2020), founded in 2001, has taken the middle and low grade route from the beginning, targeting the more than 400 million primary and secondary school students in China as the target consumer group, and rapidly expanded to be the second largest domestic brand after Lining's market share.

However, China's local sports brand XTEP International (1368) and Anta obviously did not suffer from the "Olympic effect". In August 11th, Enze closed down 20.8% and 3.3% respectively.

Experts pointed out that although the middle and low grade market can occupy a certain market space, the way of joining the chain can not build an advantage in terms of innovation and competition.

At the same time, middle and low grade brands generally lack obvious product characteristics and market segmentation, so it is easy to catch up with many new brands.

Nike and Adidas are both technological leaders of world sports products.

For example, Nike's "flying Jordan" basketball shoes mainly display the air technology comprehensively, while Adidas has more than 700 products of the international patent.

On the contrary, the technological innovation strength of China's domestic brands is weak, and the R & D of most enterprises is in an imitative stage.

In addition, domestic brands rely mainly on endorsements of movie stars, but advertising content is often too exaggerated, and stereotyped, and lack of connection with sports, can not highlight the brand image.

Official support for Li Ning Co's rapid rise

Lining is China's first domestic sports brand, founded and named by gymnastic Prince Lining, who won 106 gold medals in Chinese and foreign competitions in 1980s.

Through Lining's status and personal connections in China's sports circles, he has sponsored Chinese sports delegations to participate in large international games and competitions many times, thus establishing the authority that other domestic brands can't afford.

In fact, the rapid rise of the Li Ning Co also implies the official support of the Chinese government to some extent.

It can be said that without official support, it is very difficult for Li Ning Co to grow so fast and smoothly into China's first sports brand.

"From the 1990 Asian Games in Beijing, the Chinese sports delegation, including the next four Olympic Games, was playing in the" Lining "sports uniform, thus laying the status of China's first sports brand.

The General Administration of sport of China has compensated him for material reasons.

Singapore's Lianhe Zaobao reporter Li Qihong said that from Lining's venture to the Olympic torch bearer, it shows its official influence behind.

"There is no greater glory than the lighting of the Olympic flame at the opening ceremony of the Beijing Olympic Games. This is the highest affirmation of the Chinese government's dedication to Lining."