Spring Shoe Companies Beat The Market By 3 Billion.

From 185 million yuan in 2007 to 220 million yuan in 2008, and then to 360 million yuan in 2009, the performance of Quanzhou enterprises has been eye-catching year after year in CCTV's gold resources advertisement bidding meeting.

If the advertising campaign in 2008 is going towards the Olympic Games, what support does Quanzhou's enterprises have in 2009 against the background of the global financial tsunami?

Let Quanzhou enterprises have such a "big hand"?

CCTV 2009 gold resources advertising bidding will soon end, "who is the 2009-2010 live sports live partner"?

XTEP is looking forward to it, and his competitors are looking forward to it.

In 2008, after 110 million yuan at the CCTV tendering and "Quanzhou black horse", XTEP's move this year has become particularly attractive.

Although nearly 40 minutes earlier than usual, CCTV's revenue has not decreased at all, totaling 9 billion 256 million 270 thousand yuan, with a growth rate of 15.29%.

Among them, Quanzhou enterprises contributed 360 million yuan.

The performance is still "eye-catching", and won the "CCTV 2009-2010 sports match live partner" at 156 million yuan, nearly 50 million yuan over last year's more than 1.1 billion yuan; 361 degrees beat 158 million yuan.

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Win the bid "CCTV 2009 sports channel clothing designated supplier".

If linked to this year's global financial crisis, the collective silence of men's clothing seems reasonable, and the "force" of sporting goods companies is unavoidable.

As the main manufacturing base of the national sporting goods, Quanzhou has suffered more or less the cold current under the background of the global financial crisis.

For enterprises, the advertising budget has not been reduced. What kind of trump card does Quanzhou sporting goods hold?

Zhao Feng, a brand manager, has been very busy for a long time. The two ad signing projects, two press conferences, made him tired and happy.

After signing the "Guangzhou 2010 Asian Games senior partner" successfully, 361 degree signed CCTV's "2009 sports channel clothing designated supplier".

"We look forward to the opportunities brought about by the post Olympic era for Chinese national sports brands."

Zhao Feng was on his way to the airport when he received a phone call from reporters.

The 361 degree president, Ding Wu, explained the company's "adverse market punch" at the signing of CCTV news conference. "Grasping the media resources of the Olympic era is a good opportunity to enhance brand value."

I haven't been idle for a while.

After winning the bid in August 2008, "the only designated sports equipment sponsor of the Xiamen International Marathon in 2009-2013 years",

And generously contributed 156 million yuan to "CCTV 2009-2010 sports live broadcast partners".

However, compared with the 361 degree high profile, XTEP maintained its silence on the "eye-catching" performance of CCTV tender.

Nevertheless, we can still see clues from the profit growth achieved by XTEP in 2008.

"Advertising driven marketing performed well in the second half of 2008."

XTEP's brand manager Wei Hai said, "XTEP's investment in brand promotion in 2008 is about two hundred million, and 2009 will continue to increase investment."

On the one hand, the foreign trade market shrinks, and more and more sporting goods companies are turning to the domestic market. In the coming years, the competition in the domestic sporting goods market will become more intense.

On the other hand, people will pay more attention to sports after the 2008 Olympic Games.

It can be predicted that the Chinese sporting goods industry will still show strong momentum of development in the post Olympic era.

Hongxing Erke's relevant person in charge explained in figures.

The most important thing for Quanzhou's brand enterprises is to enhance brand reputation and loyalty and consolidate the market.

Professor Zeng Lu, vice president of School of business administration, Huaqiao University, put forward some suggestions.

Jordan, deputy general manager Ding Shijie, said in a media interview that 2009 is the watershed for the sporting goods industry. This is a new opportunity.

The key problem now is the lack of consumer confidence, not the decline in consumer capacity.

"This is the reverse thinking of enterprises, and dare to fight in the era of risk."

Professor Yang Ying, director of the Philosophy Research Institute of Huaqiao University and professor of doctoral tutor of Quanzhou, like this, evaluate the "adverse market punch" of the enterprises in Hong Kong.

"Quanzhou sports brand still increases its investment in brand promotion when the economy is cold. In fact, it sees opportunities behind risks."

"Reverse, the same input can get more returns."

Prof. Zeng Lu understands the "abnormal" performance of Quanzhou sporting goods companies at the tender meeting.

"However, decisions of any enterprise must be done according to their capabilities.

In the existing circumstances, it is imperative to maintain the integrity of the capital chain.

Now is the opportunity for Chinese enterprises to upgrade, and it is also an opportunity for Chinese enterprises to enter the international market. "

For PEAK chairman Xu Jingnan, who consistently adheres to the international route, the opportunity seems to have arrived.

Brand Manager Zhang Wenlong also agreed.

"Now is a turning point in the development of enterprises. When other companies are reducing their investment in brand promotion, enterprises that are still investing heavily in brand promotion are more likely to consolidate and occupy new markets."

Professor Chen Shouren of Quanzhou Institute of business and information, Prof. Lv Zhenkui, analyzed from the angle of entrepreneur decision making. "Any enterprise decision-making has risks. The decision without risk is not called decision making.

This is like stock speculation. As we all know, stocks buy at a low price and sell at high prices, but in practice they are the opposite. The difference is strategic vision or strategic awareness.

This is confidence, confidence in the market and confidence in the brand. "

Professor Yang stressed the importance of "confidence".

Where does confidence come from?

"Domestic enterprises are still more confident about China's economic development next year, and the real economy of China is still relatively good.

On the other hand, the government is introducing policies and measures to stimulate domestic consumption.

Anta and XTEP's two CEO invariably replied: "brand."

The forum is particularly evident.

"The current situation is that consumer confidence has been affected, but the domestic demand market is broad.

It is also a necessary consumer product, which will not be affected by the economic crisis. "

XTEP CEO Ding Shui Bo so analysis.

The performance of Quanzhou enterprises at the tender meeting also shows that Quanzhou enterprises are full of confidence in China's economy and the Chinese market in 2009, and have full confidence in the development of their own brands in 2009.

CCTV Golden Resources tender in 2008.

Seven wolves contributed 110 million, and this year they have entered the wait-and-see period.

"The enterprises in Quanzhou are going to be rational. Whether it is the enthusiasm of sporting goods enterprises or the coldness of men's clothing, it shows that enterprises are beginning to calm down and seriously ponder the future direction of development, and begin to analyze the current economic situation and the needs of their own strategic development."

Professor Yang Ying is delighted about this.

Professor Zeng Lu conveyed the same view: "Quanzhou enterprises implemented the strategy of advertising ahead of time for a long time to expand their market share by increasing their popularity.

However, advertising is always a way of brand strategy. Enterprises should pay attention to the application of comprehensive and three-dimensional brand strategy in the future.

The huge investment in advertising should take into account the impact on enterprise resource allocation.

"Any industry must be adjusted to a certain stage.

Now for enterprises, the most important thing is to practice "internal strength".

After several years of rapid development, it is time to reexamine the enterprise.