Sports Marketing: Finding The Power To Change The Market For Chinese Brands

Sports marketing in China

At present, it is still in the "initial stage of rapid development".

Mature sports marketing with multinational brands

Operation compared to Chinese brands

Basically, it is in the stage of imitation and reference, and there are still many sticking points.

One is "dwarfism".

Many Chinese brands

Sports marketing

Often do "one-time sale", can not form a system operation, sports competition period, there is no integration of related public relations, advertising, promotion and other means; sports competition is over, sports marketing.

Also lost its stamina.

If a beverage brand "N season" once bought exclusive cctv world cup exclusive live broadcast rights by 31 million, it only made a pure advertisement by the world cup. There was no systematic follow-up action, so people felt sorry for the 31 million "one-time sale".

international brand

Sports marketing

There is a very systematic mode of operation and sports marketing.

The innovation is different every year.

And many Chinese brands.

It still stays in the stage of promotion through sports competitions, among which the two most commonly used strategies are advertising bombing and high draw.

The two is "three blindness".

That is, enterprises do not consider their actual situation, blindly follow suit, blindly imitate and blindly burn money.

Seeing that pnational brands use sports marketing

The world is tickled, but it fails to understand these international brands.

Sports marketing

The underlying reason for success is the result of playing a game of burning money in a muddle.

Real Madrid and China's "dragon horse battle" in 2003, a Chinese clothing brand.

RMB 4 million has become the only designated clothing sponsor brand of Real Madrid China bank.

But the Real Madrid team has been signed by Adidas, a clothing brand.

A lot of media publicity has been done, but Adidas has made a free advertisement in China.

The three is "dislocation".

Sports marketing

Connotation and brand positioning

This is also a Chinese brand.

A quick and quick attitude.

Catch up with sports events, catch stars and sign, ignoring their brand positioning.

Are they aligned with the connotations of these events or stars?

And many Chinese brands.

Sports marketing

Advertising creativity is also thin and poor, and even far fetched.

If a product asks the famous star Ronaldo to do the advertisement, it will be puzzled. What does this bald headed star have to do with our voice?

What brand value does this product reflect?

Sports marketing

It's really a game of burning money. The problem is how to burn money wisely.

In solving these three major problems, I am concerned with Chinese brands.

One suggestion is to explore sports marketing intelligently.

The market is empty.

A down jacket brand is a classic case.

The brand is looking for winter sports, and no other competitor has been involved in this breakthrough, sponsoring or naming Chinese winter sports to provide winter clothing for the winter athletes.

Han Xiaopeng, a Chinese teenager at the Turin Winter Olympics in 2006, made a breakthrough in the gold medal in the men's event wearing the ski suit. The brand ski suit he wore was also preserved by the Olympic Museum in Turin.

As a result, the down jacket brand has successfully established a professional and authoritative brand image in the competitive down garment market.

It has laid down its own advantages.

Mandela once said, "sports have the power to change the world!"

For Chinese brands

In terms of sports marketing

Does it also have the power to change the market?

The answer is yes.