New And Old "Double Stars", New And Old Sports Marketing

After the advertising crisis, more people tend to agree with William Liu, director of China research at CLSA Asia Pacific market, in a research report: unlike previous Olympic Games, the official sponsors of Beijing Olympic Games may not be the biggest winners, even though they cost millions of dollars for that purpose. Liu Wei,

Therefore, it is not only melancholy for local brands who do not sponsor the Olympic Games. For example, Mengniu, with the help of "NBA" knowledge in city and advertisement, makes many people mistaken for it, rather than Erie as the partner of Beijing Olympic Games. Anta and Lining, the sports equipment providers, are fighting against each other at ordinary times. Besides, they appear to be in a state of mutual appreciation outside the Olympic Games.

However, just like the determination to follow the path of internationalization, the performance of Anta and Lining on the eve of the Olympic Games is just like past sniping and domestic Raiders. A series of advertising and public relations activities have not been omitted from the public perspective.

Especially the rising star Anta, a series of "public relations activities" is indeed a dazzling realm.

Like many famous international sports brands, advertising occupies most of its cost, but one thing can not be ignored. There are too many public relations planning elements in Anta's advertising components. For example, Anta has become the main sponsor of sports events sponsored by China Basketball Association, China Volleyball Association and China Table Tennis Association in recent years.

... Anta is trying to improve its image in the field of basketball shoes.

Basketball shoes are usually one of the most profitable sports shoes products. "Anta has also established close ties with the Houston rockets.

The company has signed Lewis, Scola, Steve Francis and bunky, Wells's three Yao Ming teammates to endorse them to attract Yao Ming and Rocket fans in China. "Anta was publicly listed in July, and the Rockets own 1.8% of the company's shares.

Anta has said it will sponsor a training camp to enable Chinese national team members to train with the Rockets. "

By contrast, Lining's internationalization strategy is getting more and more "like nothing": the way of superstar endorsement (shark O'neal's brand endorsement) is a bit of a failure. In the domestic market, although he has eaten a considerable portion of the market share of Nike and ADI in the attitude of "I am the only one", but the defeated Adidas in Beijing Olympic sponsorship still shows that the way of internationalization of this national brand is long and far away.

However, Lining's high price strategy is more like a battle with a high profile to break away from internal suffering. Which national brand can replace Lining?

The initial positioning of Lining determined that even later competitors would have to spend more than twice the cost of advertising and public relations.

In observing the two sports giants PK, or should also produce the once glorious "old" sports brand: double star.

Last year to Qingdao, in the south of the old district (railway station area), a few hundred meters away, still visible signs of Double Star Store.

But the feeling is quite different from what it used to be - a few years ago, the brand that many could wear to show off is now rather dull.

Even to say, it has gradually reduced to Qingdao's local brand, even in the rapid development of coastal cities such as Qingdao, also become the pronoun of the outdated.

About 100 yuan of travel shoes and thirty or forty T-shirts have shown no advantage.

In other words, the cost of advertising and publicity has already reduced the cost of the double star to almost cheap. In the media, it is hard to see the shadow of double stars.

In terms of crowd positioning, the original double star is more like today's Anta, but in the modern marketing ring, it has obviously fallen far behind, and has begun to be conservative, eat old books and indulge in the status quo.

In Qingdao, the media can occasionally see the propaganda of double stars, but the content and way are similar to its national strategy of 5 years ago. Old advertising and dissemination of creativity make it difficult to mention the impulse and desire to "walk the world with ease".

Who is more desirable?

From which can we draw on more marketing experience or lessons?

From the source, Anta, with both grassroots and rising stars, is more consistent with the "lineage" and growth environment and goals of more Chinese enterprises. How to learn Anta's strategy of advancing with the times is wisdom and courage.

Although China's old double stars are fading away, China's new "double star" has a good way to go.

Zhang Buyang, an international public relations communication consultant in Beijing, has worked full-time in planning and writing, specializing in technology, and widely involved in automobile, IT, sports, heavy industry and other fields.

At present, there are many articles scattered in the national urban media and professional media.

QQ:405465121, MSN:bei_mian@hotmail.com. mobile phone: 13120083909