China'S Shoe Enterprises Sports Marketing War &Nbsp; What Is The Fight?
Five
month
Seven
day
News, with the development of China's sporting goods marketing market and the intensification of industry competition, the competition of sports brand resources by the major sports brands has become increasingly fierce.
As far as the Vancouver Winter Olympic Games are concerned, Nike is a sponsor of China's short track speed skating and Reebok has sponsored the Chinese ice hockey team.
Three hundred and sixty-one
Lining is a sponsor of the Swedish delegation, while Sweden has always been a powerful sport in the Winter Olympic Games.
It can be seen that the strength of the major sports brands in the match field can be described as "spark splashing".
As the saying goes, "no profit can not afford to get up early", sponsoring sports events and competing for sports marketing resources can bring benefits to brands and enterprises.
?
What matters should be noticed in sports marketing?
?
The benefit of sports marketing
Rapidly enhance brand awareness and reputation
The sporting goods industry is not complicated. Although this statement is biased, there is still some truth in it. Brand operators actually focus on brand promotion and end up with expansion and management.
With strong brand
(
Success
)
Promotion, pulling sales, and then drive the overall development of enterprises.
This is often seen in the case of sports marketing in Quanzhou footwear enterprises, and Anta is the typical representative of them.
Sports marketing through these three aspects to achieve the above goals: field communication, media dissemination, the name of the competition.
with
CUBA
For example, almost every year in the country.
Seven hundred
Many college basketball teams, over 10000 athletes, coaches and referees participated in the whole year.
Two thousand and five hundred
Many wonderful games.
This data is only the number of sponsors directly affected by sponsorship of sports events.
;
Secondly, through television, radio, newspaper, network and other media dissemination, sports marketing has a wider range of people, and brand print ads and athletes' brand costumes can become one of the elements of media communication picture.
;
In addition, enterprises can enhance their brand image by naming names, such as naming merchants, partners, designated suppliers, etc. These can be used as promotional materials for brand promotion.
Shaping corporate image and spreading the strength of enterprises
If an enterprise can establish a healthy image of responsibility, caring and public spirited in the hearts of the public, its brand and products will be greatly benefited.
Because of its public welfare, professionalism and sociality, sports events are conducive to establishing a good public image.
Take the National Games as an example, this important event, which carries the spirit of promoting the development of China's sports industry and promoting the national sports spirit, is very obvious.
;
Every four years of the Olympic Games, we advocate higher, faster and stronger fair competition and the Olympic spirit of five continents and solidarity.
The sponsors of these high specification sports events are almost all first-class enterprises at home and abroad.
(
brand
)
Joining the sponsorship partners will be able to join them. In addition, the high cost of sponsorship is, to some extent, the performance of the company.
Although professional league matches are weak in public welfare, they are highly professional and targeted, and enterprises can interact with target consumers through professional leagues.
;
Moreover, brand positioning, image and connotation can be pmitted through professional events, so that consumers can fully associate themselves.
Authoritative brand endorsement, unique competitive advantage
Compared with other honors,
* *
Sponsor
* *
Official partners of the Olympic Committee...
These halos, which have high authority and credibility among consumers, undoubtedly have strong persuasive power to enhance the brand's height and influence.
More importantly, these sports sponsorship generally has "industry exclusivity". Organizers of sports events usually adopt the "industry only" standard to protect the rights and interests of sponsors, and exclusiveness is conducive to the sponsorship brand to gain a unique competitive advantage.
This is also one of the important reasons for the increasing scarcity of competition resources and increasingly fierce competition.
Prudence in sports marketing
It has been said that sports marketing is a double-edged sword for sporting goods enterprises, and enterprises have the opportunity to make significant contributions and increase sales with the help of sponsorship opportunities.
;
But it may also cost a lot of money for sponsorship, but it has little effect, but it burdens burdens and hidden dangers for the development of enterprises.
For sports marketing, the author prefers to identify it as a risky investment behavior.
The marketing of sports events should first be mindset, and the two sides should be friendly and cooperative rather than mere pactions.
;
Secondly, if we grasp some matters or principles, sports marketing can become one of the important pulling forces for the rapid development of enterprises.
Emphasizing spiritual pmission and strengthening the three party connection
Sports marketing is the integration of sports culture embodied in sports activities into the products of enterprises, and the integration of sports culture, brand culture and corporate culture, thus creating a resonance between consumers and enterprises, forming a long-term special preference in the minds of consumers, and becoming a competitive advantage of enterprises.
The close relationship between sports, brands and consumers is the key to the success of sponsors.
Therefore, we should first fully tap the rich connotation and spirit of sponsorship sports events, graft with our brand spirit, and do in-depth communication with consumers.
Peter Franklin, director of Coca Cola Co global Olympic Games, has made some deep remarks about the relationship between the Olympic Games, brands and consumers. "An enterprise should use the Olympic Games as a broad platform in the capacity of sponsors, first of all, it needs to clarify the objectives of the enterprise and find the relevance between the Olympic Games and the brand of the company."
(
Chen Shixin's works
)
When considering sponsoring the Olympic Games, we are thinking about what special things the Olympic Games can bring to consumers, what consumers want, and what is the value of our brand, and whether we can make use of certain special activities to combine these three aspects into the most powerful connection.
Strengthening the relevance of the three parties, the common spiritual connotation and value is the main thread.
Two thousand and seven
year
Twelve
Month,
Two thousand and eight
Sponsor of Beijing Olympic Games
Adidas
Officially released "together"
Two thousand and eight
"No impossible" Olympic advertising video.
At that time, it was the most enthusiastic period for all concerned about the Olympic Games and participating in the Olympic Games.
Adidas
Caters to the atmosphere of the whole nation's passion, through a series of advertising campaigns, market interaction, public relations activities, etc., it builds a platform for everyone to participate in the Olympic Games, shares Olympic passion with consumers, and feels the Olympic spirit.
Adidas
The brand has reached a new height.
Reasonable selection of events and target consumers
Sports marketing must consider the range of corporate brand's radiation and choose matches that match its brand's radiation range and competitive endurance.
Even local brands can consider sponsoring small tournaments that are influential in the locality.
Usually, a competition is held in a region. When selecting a competition, enterprises should evaluate the events and understand the economic benefits brought about by the competition, that is, direct revenue forecasts, indirect value-added gains, and competitive promotion effects.
-
Global brand network
-
At the same time, we should also understand the social benefits of the event, that is, the social influence and charisma of the event, the audience's understanding, familiarity and value evaluation of the event.
For example,
Two thousand and nine
In, the National Games was held in Shandong.
Two
In the first month, we began to focus on bombing.
Two thousand and nine
In, the sales volume of XTEP Shandong doubled, which has a great impetus to the key sales areas in the south of the XTEP company and the next development of the northern market.
In addition to considering the range of radiation, enterprises should also choose their own events from their brand characteristics.
Sports events can be divided into "appreciating driven events" according to their market driving modes, such as Olympic Games and World Cup.
F1
And so on, and "participant driven events", such as marathon marathon, street three basketball match, etc.
The diversity of sports events and the different positioning styles between sports brands decide that enterprises should choose match resources that match their brand image, especially those that focus on market segmentation and professional sports.
PR first, advertising second
Some analysts say that the proportion rule of marketing expenses and publicity expenses is
1:3
It means spending.
One hundred
The cost of sponsorship is more than 10000 yuan.
Three hundred
The promotion cost of 10000 yuan can support the marketing effect.
Of course,
1:3
The proportion is not constant, but it needs to be emphasized that the rights and interests of sponsors need to make every possible use of the media platform and strength to disseminate, such as activities, products, public media, press conferences, seminars, community roadshows, etc., which is called "PR first, advertising second".
Sponsors should be able to publicize and understand the best experiencer, promoter and practitioner of sports spirit and brand spirit.
The ability to remain in the minds of consumers can be regarded as brand value. Sponsorship of sports events is only "sowing", conveying to consumers and giving full recognition to them, that is, "harvest".
Fully participate in sports events, improve products in an all-round way
Unlike sports marketing in other industries, sports products companies sponsor sports events and integrate products and events.
However, when a sporting goods company becomes a designated product supplier of a sports event or a sports team, it is usually only "nominal" and its meaning is limited.
Enterprises should really participate in sports events, constantly upgrade their product quality, and win the recognition and respect of the market and sponsoring units with products.
Here, I still have to mention Anta sponsorship.
CBA
In the league, it is unique in product supply and event participation.
Two thousand and four
year
Ten
Month, Anta becomes
CBA
Professional league sports equipment is the only designated partner, but its equipment has not been recognized by most players.
(
Chen Shixin's works
)
Anta was not discouraged.
Two thousand and five
In, Anta set up the first sports science laboratory in China, and purchased expensive measuring and scanning equipment.
Anta dispatched a professional R & D designer to record athletes' Sports details during competition, and communicate with athletes and coaches in depth, understand their needs, consult professional doctors and maintenance teams, and strive to perfect the professional functions of Anta products in terms of comfort, protection and flexibility.
Maintain the integrity, stability and sustainability of sports marketing.
Why
Adidas
It can form a strong and strong brand stickiness with the Olympic Games.
?
Very simple, because the former already has.
Eighty
Years of Olympic sponsorship.
Sports marketing is not event marketing. It has the characteristics of continuity and indirectness.
However, many sporting goods companies make sports marketing a one-time investment and a one-time risk return.
One thousand nine hundred and ninety-six
During the Atlanta Olympic Games, there were a total of
Thirty-six
Domestic enterprises took part in the sponsorship of the Chinese delegation, but in the Sydney Olympic Games, there were
Thirty-five
The family sponsors stopped participating, leaving only the Lining family.
Continuous sponsorship and long-term brand accumulation have made Lining brand the top of the "China sporting goods first brand" for many years.
For enterprises that are eager for quick success and instant benefits, sports marketing is regarded as a short and fast marketing method as well as promotion. When they can not correctly understand the connotation of sports marketing, sports marketing has little effect on enterprises.
According to Nike's marketing experience for many years, "one-off business activities are like carnivals, which are very busy, but there will be no lasting effects. Sports marketing should take the combination of sports and technology products and sports development as an effective consideration, and then the commercial effect will come naturally, but it is not born at a time point."
For the enterprises that focus on long-term interests, sports marketing is a high level marketing method which is absolutely higher than sales promotion and advertising. Especially when the marketing convergence between product level and market level is becoming more and more serious, the promotion function of sports marketing to enterprises will be diversified, compound and lasting.
Brand strength needs to be accumulated over a long period of time, and sustained and stable pmission can take root in consumption.
"One shot and one shot" is not good for enterprises to establish and disseminate brand image.
;
In the hope of a famous investment sponsorship, I would like to recommend a "no impulsiveness".
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