Cold Thinking About Sports Shoes Enterprises Keen On Sports Marketing

If Lining's sponsorship of the Chinese delegation to the Beijing Asian Games in 1990 is regarded as the beginning of China's local sports brand sports marketing, then the successful hosting of the Beijing Olympic Games in 18 years will undoubtedly be a milestone in this journey.

This inscription carries the exploration and efforts made by the local sports brand over the past 18 years. This monument also indicates that in the next two years, three years or even five years, the sports marketing of the local sports brand will undergo substantial changes.

Under the catalysis of the Olympic Games, a series of reactions have taken place in Chinese commercial society. One of the reactions is the evolution of the sports industry itself. Apart from the rise of a number of local competitions, some top international competitions have also been introduced into China, attracting much national attention.

From 2009 to 2012, the major sports events such as Universiade, National Games, Asian Games, Winter Olympics, NBA China, F1 Formula Grand Prix, China Open tennis and domestic football, blue, volleyball and table tennis tournaments came forth at an early stage.

In the aftermath of the evolution of sports industry, the potential of China's sports business has been excavated unprecedentedly. Enterprises have ushered in more opportunities and space for sports marketing. Whether event marketing or hot marketing, whether sports sponsorship or champion interaction, sports marketing will be more diversified.

Some analysts have pointed out that after the Olympic Games, the sports industry will differentiate into four new industrial models: competitive experience sports, commercial sports, entertainment sports, tourism and sports industry.

Competitive sports are no longer just fighting for honor, the commercial sports market will be greatly subdivided, and constantly produce and hatch a number of sports that are enough for more people to participate in the experience. At the same time, entertainment will also become an indispensable element of the sports industry.

In the process of industrial upgrading, the problem is inevitable.

Similarly, in the "Post Olympic era", which has been rapidly promoted by China's sports industry, the development of sports marketing is also accompanied by many problems and problems.

In such a more diversified and universal sports industry environment, sports marketing in the past extensive and "all in one" has been out of date; those short-term, follow the wind, irrational marketing methods have little or no effect today, but they have brought heavy cost burden to the enterprises.

{page_break}

Obviously, in this era, "turning point" is a problem that all local sports brands must face up to.

One of the changes is the pformation of the concept of corporate sports marketing, followed by the promotion of sports marketing practices.

When sports marketing is becoming more and more popular, there are some problems that can not be avoided in the local sports brands on the value chain of China's sporting goods market: do we grasp and make full use of these opportunities? Do we need to adjust our business models and brand strategies? Where are the sports marketing strategies to follow? What new attempts and efforts can we make besides the past marketing forms?

Li Jinkuan, the brand center of XTEP (China) Co., Ltd., taking XTEP's own changes as an example, tells the basic common points of the current local sports brands dealing with sports marketing: "during the 2008 Olympic Games, XTEP sponsored the Belarus delegation to try to save the country by curves. Now who still remember this? After the baptism of the Olympic Games, now everyone has a significant improvement in the marketing theme and direction. Unlike before, as long as there are stars and resources, whether the timing is right or not, they will immediately inform consumers."

There are a number of notable changes in the attitude and concepts of local sports brands in sports marketing: first, sports marketing rights and interests have many "side points", and sports sponsorship rights can not cover all proceeds, so there are many ways to gain the right of sports marketing rights; two, sports marketing should be organically combined with product marketing of enterprises, and sports marketing can not only be the "leading edge" of product marketing; three, enterprises can also seek various ways to participate in the organizational activities of sports events; sports events are not only the activities of the Organizing Committee; four, the use of multimedia can stimulate enterprises' sports marketing to achieve more effective results, maximize the interests of products and brands, and do not purse purely media exposure. Face

On the one hand, specific strategies for sports marketing, on the one hand, local sports brands should be prepared ahead of time, carefully choose the type and level of competitions according to their own strength and needs; on the other hand, explore new combinations of sports and brands, pay more attention to the consistency of the target customers, their needs and events; besides, enterprises should pay more attention to the promotion after sponsorship, and at the same time pursue more ways to promote product sales, communication channels and audience platforms.

In short, China's sports marketing will usher in a great turning point. This will be a pformation process from extensive to subdivision, from large coverage to small areas, from short-term to systematic, and from rational improvement to wind direction. No one can defy this trend.

Those who did not systematically and rationally assess the design and delivery of sports marketing will be buried under this trend.