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How To Continue The Brand Value Of Major Shoe Companies After The Olympic Games?

2008/8/27 9:49:00 6

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Footwear Enterprise Brand Value Olympic Marketing

The Olympic flame slowly extinguished, indicating that the post Olympic era has arrived.

After the Olympic Games, the spirit and culture of sports will not end.

The Olympics is not a sprint, but a long-distance race. The marketing activities of an enterprise should go through a longer time span.

How to integrate the brand demands of Olympic Games and the brand communication after the Olympic Games will be the focus of enterprises' wrestling in the post Olympic era.

品牌價值如何延續

For different enterprises, the meaning of the Olympic Games is different.

Such as Anta, XTEP, 31st degree and so on the domestic first line sports brand, they aspire to be able to borrow the Olympic stage, and Nike, Adidas and other high, to show the strength of national brands, and further establish their own market position.

In the face of fierce competition, the baptism of the Olympic Games will definitely eliminate more mixed brands.

Therefore, for more two or three line brands, they are concerned about survival.

In order to play a good role in Olympic marketing, before the Olympic Games, some local sporting goods enterprises in Quanzhou have reinterpreted the connotation of the brand in order to be unique in the market of homogenization and compete with the Olympic spirit of "higher, faster and stronger".

For example, Anta's "never stop" spirit focuses on the grassroots sports spirit and actively communicates with these consumers.

Hongxing Erke, with the slogan of "To Be No.1", set off a "China, No.1" craze in the Beijing Olympic Games, and the Chinese team finally locked the gold medal number one position.

360 degrees began to fight the national brand, shouting "China, be brave to be yourself!"

The slogan, which fully fits the expectations of the Chinese people for the Olympic Games, has also played a very good communication effect.

The idea of "I can play" advocated by PEAK is also an embodiment of the value and enterprising spirit of sports.

Compared with Anta, 360 and other more professional sports brand, XTEP will position itself in the combination of fashion and sports.

Jolin, Nicholas Tse and other entertainment stars joined XTEP's attitude towards fashion.

In the post Olympic era, brands can no longer be as big as before and during the Olympic Games. Many brands need to return to the brand system.

And how the brand of local sports brands will continue to carry out and carry forward brand value in the future brand communication will be the key to whether enterprises can continue to maintain a stable market.

On the other hand, enterprises have invested a lot during the Olympic Games. If we want to play the biggest role, we can not abandon the sustainable development of the post Olympic market, for example, expand the number of terminal channels, enhance the brand image and product quality. This is also a systematic process.

賽事資源爭奪

From the present point of view, finding more valuable sports resources as marketing carriers will be the focus of brand competition in the post Olympic era.

In this regard, Quanzhou enterprises have already taken a step forward and seized many high-end high-quality resources, for example, Anta has the sponsorship of CBA, volleyball and ping-pong Super League. The 31st degree is the TOP partner of the national badminton team. At the same time, it also builds up the 361 degree CUBS (Chinese University Basketball Super League) with the Chinese Basketball Association and the general association. Hongxing Erke focuses on the Chinese tennis team, PEAK is the official partner of NBA China.

At the end of May this year, the post Olympic era has become a hot topic of discussion at the Beijing Expo.

The organizers fully excavated and mobilized the systematic resources of the Chinese Olympic Committee and the State Sports General Administration, including the relatively mature local resources and top events, including the Chinese Olympic Committee, the National Games, the Chinese Super League, CBA, ping pong, the figure skating Grand Prix, and local sports events, as well as sports marketing resources with excellent development prospects such as intelligence games, outdoor, water, hand tennis clubs and softball events.

The contents include sports competition copyright, sports star advertising rights, exclusive logo use rights, trademark rights and the use of emblem souvenirs, sports sponsorship, television broadcasting rights, naming rights and so on.

Its intention is to make adequate preparations for sports marketing in post Olympic Games.

For many brands, sports marketing is not just a matter of improving brand awareness. The influential sports events are indeed good media platforms, but the brand can not only see this point, but should well put the passion of sports and the spirit of sportsmanship into the brand connotation, so that the whole brand is full of vitality.

However, there are also people in the industry who believe that after the Olympic Games, sports sponsorship can not be too arbitrary, and everything will be patronage. Only by changing "shotgun and bird" as a "fixed point blasting" can we continuously strengthen the core value of the brand.

The industry insider, for example, is rich in sports resources held by a sports brand in Quanzhou. However, it does not integrate well. It takes one finger to get out, rather than a punch.

Not only did they get poor results, they also gave people a very messy feeling.

體育明星爭奪

Since Kong Linghui's endorsement of Anta, with the words "I choose, I like", we have pioneered the endorsement of local sports brands. In the past ten years, many sports brands in Quanzhou have never stopped working with sports stars.

As early as sports marketing professionals have said, "only champion effect, no runner up effect."

Many people in the industry also remember that when Liu Xiang won the gold medal at the 2004 Olympic Games in Athens, the price rose from hundreds of thousands of millions to tens of millions and tens of millions of stories.

Obviously, after the Beijing Olympic Games, those defending champion athletes, the first time to win the gold medal athletes and the sports team are bound to be the focus of public attention and become the favorite of enterprises.

In addition to the foregoing, a group of Olympic champions such as Zhang Yining, Xiao Qin and Yang Wenjun will continue to be the spokesmen of the Quanzhou brand, or there will be more new generation sports stars joining hands with the Quanzhou brand.

For example, because of the cooperation agreement with the Fujian trampoline team, mingle sports has the advantage of signing the trampoline champion He Wenna first, while Hongxing Erke is sponsoring the 48 kg level of the Chinese women's weightlifting team.

It is said that after Chen Xiexia won the first Olympic gold medal for the Chinese team in Beijing, Hongxing Erke has already set her sights on her.

葉茂中：巧選體育明星代言人

From 2004 to 2008, it will be the most brilliant period for sports stars.

In this period, the value of sports stars exceeds the value of entertainment stars.

The Athens Olympic team has won 32 gold medals historically, ranking second in the world.

And the Olympic Games have been achieved in the world at home, and the gold medal has surged to 51.

According to my estimation, this year, the Chinese people's attention to sports will reach the peak. People's feeling of catharsis in Olympic Games and sports must be hearty.

Therefore, enterprises should make good use of this opportunity and grasp this opportunity.

At this Olympic Games, many enterprises have adopted the spokesmen of sports stars. Liu Xiang, Guo Jingjing and other major brands have a high exposure rate. They also heard that after the Olympic gold medal was decided, many people were eyeing Chen Xiexia again.

In regard to the choice of Olympic champions in the later stage, I think there is a choice.

For example, the weak brand should not use the Olympic champion used by a strong brand, because this will reduce the competitiveness of the brand.

For example, Coca-Cola uses Liu Xiang to shoot an advertisement, Liu Xiang will let people remember Coca-Cola, and some vulnerable brands can only remember Liu Xiang herself if they use Liu Xiang to shoot advertisements.

Therefore, it is better for weak brands to choose stars that are not used by strong brands.

Similarly, after choosing a spokesperson, do not change immediately because he has not won the championship or is not performing well, though from a commercial point of view, no brand is willing to find a failed athlete to do the image endorsement.

For example, Liu Xiang will give up Liu Xiang after he retire, which will bring a negative impact on the brand. Consumers will think that the brand is not offensive and humane.

Because the feeling between consumers and stars is the feeling between people. The feeling between consumers and brands is the feeling between people and objects.

The feelings of human beings are always greater than those of human beings.

The goal of the relationship between brand and consumer is to establish long-term emotional connections. Stars play the most vivid role in this emotional connection.

In addition, many enterprises like to bet on some famous athletes before the Olympic Games. Actually, it is a safe choice to advertise for the coach of the Olympic Legion.

After all, coaches are much more likely to succeed than athletes, especially Chinese traditional strengths.

In the past, I almost planted it in Anta's advertisement.

Before the opening of the Athens Olympic Games, I invited Kong Linghui, Wang Hao and Feng Kun to shoot an advertisement for Anta. The advertisement also said "the Olympic Legion and the strength of winning". As a result, neither Kong Linghui nor Wang Hao could win the gold medal. Fortunately, the women's volleyball team in Feng Kun's two place won the championship.

To tell the truth, when I was planning the Olympic Games version of V9, "the battle for Athens and China to win", the spokesman who began to consider was the badminton men's single seed Lin Dan.

But in the dark I had a hunch that I finally chose Li Yongbo, head coach of the Chinese badminton team. As a result, the number one player Lin Dan was out in the first round, but the Chinese badminton team led by Li Yongbo was unfailing.

路長全：敢與贊助商叫板

The huge threshold of Olympic sponsors has blocked many small and medium enterprises, but it has been proved that the Olympic Games are not the exclusive world of several sponsors. The former media revealed that the data reflected this view. It was said that the 12 best performing enterprises in the Olympic performance index were the 5 Olympic Games sponsors, and 4 of them were from Quanzhou.

Enterprises need to understand the concept of Olympic marketing. The spirit advocated by the Olympic Games is shared globally. Whether sponsors or non sponsors, their marketing activities are to achieve the goal of integrating with the Olympic spirit so as to create the recognition and influence of consumers.

Therefore, we must find an element of the Olympic Games, the selling point of our products, and the best combination of consumers' cognition of the three.

For example, Erie has looked for Liu Xiang to advertise. That bright milk can find out Liu Xiang's mother to advertise, let Liu mother tell the consumer, she uses bright milk to train little Liu Xiang.

When Liu Xiang was young, he did not have Illi milk. Erie was only ten years old.

That is to say, the marketing space of non sponsors is quite large, the key is that you can't find it!

Consumers are only interested in their own interests. You must tell him clearly that you are a sponsor and what interests you can give him.

One of the biggest mistakes of sponsors is that he thinks he's just a sponsor.

It's like you have money