2009 Ten Excellent Brand Marketing Cases In Quanzhou

Last week, the 2009 Quanzhou ten excellent brand marketing case co sponsored by the Straits Metropolis Daily and the China brand general network launched a positive response to the Quanzhou business community. Among them, the fastest and most enthusiastic response was the sporting goods industry.

To speak of marketing, no one can erase the brilliant achievements of Quanzhou sports Corps.

From 1999, Anta hired Kong Linghui, a spectacular movement to create the brand.

From CBA to NBA, from the Asian Games to the Olympic Games, every major sports event, from TV advertising to event naming, from advertising to athletes' equipment, almost everywhere the brand of Quanzhou can be seen, and classic marketing cases are constantly flashing.

Some people in the industry say that the sports shoes industry in Quanzhou has created a miracle for Chinese private enterprises, and has also created a spectacle of marketing circles both at home and abroad.

The Quanzhou Metropolis Daily's "2009 ten excellent brand marketing cases in Quanzhou" collection has been widely recognized by the sports goods industry in Hong Kong.

Many enterprises have indicated that they will collect the most classic cases of brand development in the near future and take part in the selection.

Innovative VS vision

As we all know, marketing is a very important link in the process of brand growth.

During the growth of Quanzhou sports corps, there are all kinds of excellent marketing cases.

If PEAK first landed in the NBA arena in the domestic sporting goods industry, it smashed $4 million in one fell swoop, hitting its own ads on the market. XTEP launched the brand integrated marketing communication in promoting differentiation.

Adopting a gradual, gradual and in-depth approach, after entertainment, sports, and finally, "entertainment + sports" double sword combination, is confusing and difficult to follow, naturally in the domestic unique personality, distinct personality, so that XTEP brand image by XTEP target consumer recognition.

Hongxing Erke, brand development has experienced some grope, then another way to catch up with the "tennis", from signing the female net to the Shanghai ATP masters competition, all the way, has become the most influential tennis brand in China.

All of these are just a main line of the development of Quanzhou sports brand. On this line, there are also many kinds of marketing events around the same theme, many of which are also classic.

If the ad landed in the NBA arena, PEAK once again spent a lot of money to sign Battier, a rocket star. Now, PEAK has not only become the official partner of NBA China, but also has 7 famous stars from NBA, who have become PEAK's "Star team" by PEAK and set an impressive record of contract scale in the history of NBA development.

However, many people in the industry did not deny the homogenization of Quanzhou's sporting goods industry, such as homogenization of products and homogenization of management. Many new marketing tools have been launched and become the objects of imitation of many brands.

For example, ask the star spokesperson, advertise on CCTV, gather sports marketing of major sports events in China, even last year's Beijing Olympic Games, many sports brands in Quanzhou competed in imitation, signed overseas Olympic delegations, and for a time, all kinds of LOGO appeared in the arena and athletes.

How to "overtake corners"?

Analysis of the industry, for the domestic sports goods ecosystem, 4 years is often seen as a cycle of sports resources cycle.

On the one hand, Olympic Games, world cup, Asian Games and other large sports cycle are 4 years, and more importantly, due to the sports world and the world's attention to the Olympic Games, many sports brands almost focus on sponsoring the Olympic sports resources.

Once the Olympic Games are over, it will mean that many sports resources will return to the origin and be reincarnation again.

In such a "reincarnation", how to carry out innovative marketing is very important.