Post Olympic Games Lead Domestic Sports Shoes Business Opportunities
Some enterprises even focus on tracking "potential players" during the Olympic Games. Once they win gold, they sign the contract immediately.
Although the Beijing Olympic Games has ended, for many sports brands, the post Olympic marketing war has just begun. Fortunately, China's own sports brands are also fortunate to participate in the competition with the world's top sports brands. They used the "curve Olympic strategy" to first embark on the competitive arena of the Olympic Games.
Avoid competition at the highest level.
The Olympic Games are the most expensive sponsorship in the world. The entry fee has risen to 440 million yuan. Adidas, Nike and so on, the world's top sports brands, naturally have the capital to enter the game. Some people say that China's own sports brands take part in the Olympic Games and take the "curvilinear Olympic strategy", that is, sponsoring some Olympic sports groups with marginalized sports. Among all these brands, the reporter noted that Hongxing Erke is a company with unique vision.
Mr. Tan, director of Hongxing Erke brand, told reporters that their decision is to avoid competition at the highest level. So they chose the DPRK delegation. In November 2006, Hongxing Erke signed a cooperation agreement with the DPRK on the global cooperation partners of the North Korean Olympic Committee. When the Beijing Olympic Games were announced, the DPRK delegation would wear the "Robe" of Hongxing Erke. Hongxing Erke provided tights and football shoes for the Korean regiment.
At the opening ceremony of the August 8th Olympic Games, when the DPRK delegation wore a bright red jacket in the entrance ceremony, Hongxing Erke also stepped onto the world stage for the first time. Many people think that such a less famous Chinese sportswear brand, such as Hongxing Erke, will be placed on the Korean Olympic delegation. It is expected that the Korean delegation will be able to achieve the same effect as Michael Jordan brought to Nike.
A pledge to the DPRK
In fact, the performance of the DPRK delegation, especially the North Korean women's football team, is quite satisfactory. Before the opening ceremony of the Olympic Games, in the second group of women's group F matches in August 6th, the first North Korean women's football team won a good start in the Hongxing ERK uniform and defeated Nigeria by 1 to 0. Moreover, enumerated in recent years, the performance of the Korean women's football team is commendable. Reporters speculated that the good performance of girls in international competitions in recent years is one of the reasons for Hongxing Erke's sponsorship. In this regard, Mr. Tan declined to comment.
As of the closing of the Olympic Games, the DPRK delegation won 1 gold, 2 silver, 4 bronze medals and 7 medals. Such a good record, Hongxing Erke is also enjoying the joy of the Korean people. The reporter noted that in the official website of Hongxing Erke Olympic Games, the North Korean delegation's battlefield bulletin was updated in real time. The first victory of the Korean women's football team and the Korean delegation won the gold medal, and Hongxing Erke congratulated him on the first occasion.
Domestic brands are not afraid of world giants.
In the Beijing Olympic Games, in addition to Hongxing Erke, in the last men's basketball champion Argentina delegation, people also saw Lining's trademark; in the Lithuania Olympic Games delegation sports equipment, people identified the Anta logo. In addition, Lining also provided support for the Sultan track and field team. PEAK is a partner of the Iraqi National Olympic Committee. Although the Chinese brand takes the curve of the Olympic road, the results are exhilarating. In addition to Hongxing Erke, the winner of another domestic brand is Lining.
At the beginning of the bidding for Beijing Olympic sponsors, the Li Ning Co bid price was 1 billion yuan, but Adidas gave 1 billion 300 million yuan. Adidas has become the official clothing partner of the Beijing Olympic Games. Just as Adidas became an official partner, Nike quietly signed an agreement with 22 sports teams of China's 28 major items. This means that at the Beijing Olympic Games, 22 of the 28 major Chinese teams will wear sportswear and sports shoes with Nike logo and appear frequently on TV.
In addition, Nike has reached nearly 40 contracts with many countries such as the United States, Germany and Russia, including tennis stars Federer and basketball superstar Kobe. Therefore, during the whole Olympic Games, audiences around the world can see such a situation. About 1/3 athletes attending the Beijing Olympic Games are wearing Adidas on the podium, while they are dressed in Nike in the competition.
Although Lining was not an Olympic sponsor at last, he chose to sponsor a number of events, diving, gymnastics, shooting and table tennis, which China hopes to win and attract the most. In addition, Lining also sponsored the Olympic team of Sweden and Spain, and the costumes of Sultan national track and field team and Argentina national basketball team. Lining also signed an agreement with CCTV sports channel. All the producers on the channel must wear Lining tags. According to a recent survey by Sheng three company, 45% of Chinese consumers mistook Lining for Olympic sponsorship.
Some commentators believe that the huge pay for Adidas and Nike is enough to make Li Ning Co laugh. Most importantly, Lining himself lit the Olympic flame at the bird's nest. Such a far-reaching image can not be matched by any sponsor.
Olympic Games after all enterprises started
Compared with Hongxing Erke and Lining, the sponsorship of Lithuania's "Anta", sponsoring Tajikistan's "Lu You" and so on, seems to be low-key. However, low-key low-key, brand executives have not relaxed.
It is understood that during the Olympic Games, the veterans of the famous sports brands visited Beijing. Many CEOs are interested in finding new endorsements in the Beijing arena. Some companies sent teams to Beijing. During the Olympic Games, they focus on those who are expected to win gold medals. Once they win the championship, they will sign exclusive endorsements.
First of all, PEAK is signed. In August 25th, Jason Kidd, the captain of the US basketball team who just led the "dream eight" team to win the Olympic men's basketball medal, signed a contract with PEAK. Next season, he will wear the PEAK boots made in China for the new season of NBA.
Mr. Tan of Hongxing Erke also revealed that a heavyweight football player in international football will become the first football spokesman of Hongxing Erke. This will be the reinvestment of Hongxing Erke following the launch of the high-tech "magic carpet" three-dimensional billboard in the top European competitions this year.
There is also competition between domestic brands
"Unanimous external" is a common strategy for domestic sports brands to participate in the Olympic Games. However, there is also a secret contest between them. Among them, in the fight for the first gold "bet" competition, Hongxing Erke is a lucky winner.
On the first day of the August 9th Olympic Games, shooting and weightlifting are the two most promising events for the Chinese team to win gold. Hongxing Erke took the treasure to the weightlifting team, and Lining put the treasure in the firing team. As a result, Tully, who won the most popular gold medal, failed to win the first gold in the shooting event, but Chen Xiexia of the Chinese weightlifting team.
In April 2007, Hongxing Erke signed a formal endorsement with the Chinese women's weightlifting team. Mr. Tan told the news of the world that in fact, Chen Xiexia, the Chinese women's weightlifting team, has always been the object of the packaging of Hongxing Erke. After this time she did not win the gold medal, Hongxing Erke and Chen Xiexia filmed a new advertisement, which will be broadcast on TV in the near future.
"We hope to use this news point to increase our brand awareness. You know, 1 billion 300 million Chinese are waiting for this gold medal. " Wu Rongzhao, vice president of Hongxing Erke group, is so honest. It is understood that in order to bet on the first gold, Hongxing Erke will be 17% of the annual sales amount in the first gold. Last year, Hongxing Erke's sales volume was 2 billion yuan, and its sales performance is expected to exceed 2 billion 600 million yuan this year. According to this calculation, Hongxing Erke's 2008 Olympic marketing budget is nearly 400 million yuan. Compared with Lining, Anta, XTEP and other domestic sports brands, Hongxing Erke is slightly less than that, but the people concerned said that the huge cost of "Olympic service" has obvious overturn for Hongxing Erke.
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