2008: Sports Brand'S Olympic Marketing "100 Meter Run"

Over the years, the Olympic ceremony has always been the world of foreign brands, and the arrival of the 2008 Beijing Olympic Games has brought a good opportunity for the development of the national sports brand.

With the pace of the 08 Olympic Games approaching, the marketing campaign of the major domestic sports brands also quietly started.

Among these sports brands, Quanzhou entrepreneurs, who account for most of the sports market in the country, have done enough to sign up for sponsoring foreign Olympic committees, Olympic teams, pushing Olympic brand advertising and Olympic public welfare activities.

In the Shanghai Si Ji Hotel room, Ding Shuibo, President of XTEP, chatted about the Olympic topic.

The self proclaimed "Ding" from the Persian Gulf, surnamed "Aladdin", and the founder of the XTEP generation, who speaks Mandarin in Fujian dialect, can not find the characteristics of distant desert nationalities. However, the indomitable spirit of struggle is revealed from time to time.

In the summer of 1987, Ding Shuibo, who was only 17 years old, started a business with two sworn brothers and raised 1500 yuan to start the Sanxing shoe making craft factory.

Today, XTEP has 2 shoe factories, 1 sole factories, and embroidery, high-frequency, printing, composite, mold and other supporting factories, with more than 4000 employees, making it the third most popular sports brand in China.

But the construction of brand is quite different from the improvement of production capacity and technology.

Ding Shuibo naturally knows where the gap between the two is.

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.

"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 stores to the lot.

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

In the fierce competition of sports brand, Ding Wu took the 361 door from Ding Jiantong.

As the two generation successor of the enterprise, 361? How to take a more solid step in brand building has become the primary problem faced by Ding Wu.

His answer has been very clear: he has repeatedly sponsored a huge amount of sponsorship of national sports events. Since 2006, he has been the world's top partner and the only designated sports equipment for Xiamen International Marathon for 3 years in a row. Since 2006, he has joined hands with CCTV-5 to create "361 entertainment basketball" for 3 years in a row, becoming the strategic partner of China's national team of formula racing World Cup.

Through these activities, the name of 361 has been recognized by more and more people, and sports marketing has also made Ding Wu see hope.

In 2008, 361? How will this opportunity be grasped?

"I want to fly higher and fly higher..."

One song "fly higher" has gone all around, and has sung the dream of 361 years of 08 years.

361, Wang Feng, the author of the "higher flight" and the domestic front-line music producer, set up a new group of Olympic TVC (TV commercials) to launch the CCTV, thus opening the prelude to its 08 Olympic communication strategy.

In order to let the Chinese people feel the breath of the Olympic Games, 361? Has signed the world badminton champion Lin Dan and Zhang Ning as endorsements.

To win 2008, Ding Wu believes that the Olympic Games are an opportunity for the whole sports industry. Winning is a way to go all out. "After many years of accumulation, we hope that all brands will have an outbreak in 08 and have a larger positive boost to the industry.

In 2008, in fact, the national brand is a kind of accumulating force in the face of the Olympic competition and the trend of international competition in the post Olympic era.

In order to perfect the pursuit of 3 billion public attention to professional sports and the Olympic spirit of self challenge and self exercise, 361?

And around this concept, 361? Make full use of its own superior resources, carry out a unified and effective integration and dissemination of its Olympic strategy, and pform the national badminton team, the world's top champion team, into the professional sports equipment field of national brand 361, showing the great potential of national sports brand to the world.

For the first time in the Olympic Games held in China, which gold medal attracts the most attention?

Nature is the first gold!

This is the first gold medal of the 08 Olympic Games and the focus of attention of the global media.

Such a huge degree of attention and such a high exposure rate directly determine the rich commercial value of this gold medal.

Lining and Hongxing Erke think of this. The most promising Olympic gold medal winning Chinese shooting team and the women's 48 kilogram weightlifting team become the best choice for the two companies to bet on.

According to the schedule, the Olympic shooting competition will be held between 8:30 a.m. and 3:30 p.m., and weightlifting will start at 10 and end at 12 noon.

So Lining and Hongxing Erke compete for the first gold medal each half.

"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 star group, who has the status of "returnees" in Quanzhou, said frankly.

As a two generation head of returnees and enterprises, Wu Rongzhao pushed the company to go public. Although he had been arguing with his father for 1 months, he finally went to Singapore in 2005 to become the first publicly listed company in the world. Now, he has combined with Lining, Anta, XTEP and other brands to occupy the middle market of sports goods in China.

In order to compete for the first gold medal in China's Olympic Games, Hongxing Erke has laid down ambush.

In early 2007, Hongxing Erke, a new star in the small and medium shoe industry, quickly signed the China weightlifting women's team and gave full support to China weightlifting team's women's 48 kilogram class project.

It is understood that the Chinese women's weightlifting team, Yang Lian, Wang Mingjuan and many other players have the strength to win gold.

According to Wu Rongzhao, it is "double insurance or even three insurance".

According to the announcement, Hongxing Erke's sales volume was 1 billion 410 million yuan in 2006. Although no specific figures were released, Wu Rongzhao affirmed the industry average of over 32% growth in 2007.

He has also decided that the marketing cost of the Olympic year will account for 17% of annual sales.