Quanzhou Brand Shoe Enterprises: Sports Marketing Is Becoming Rational

The world cup in South Africa is gradually dispersed. The domestic sporting goods industry is striving to tap new marketing resources. The Quanzhou sports brand's summer drama begins to debut. Among them, PEAK will organize the NBA stars to tour in China. There are also reports that Anta will sign two NBA stars in the near future, while XTEP's Premier League Bermingham club will also come to China this summer. Several brands have helped create the focus of this summer.

Sports brand forces dig out the marketing resources of the post World Cup

Last summer, the signing stars of Nike, Adidas, Lining and PEAK arrived in China during the summer vacation. There was a burst of NBA boom in the huge market.

Among them, the most "big shot" is Nike's signing star Kobe, and the largest and most influential player is PEAK's 6 NBA stars.

This year, PEAK's efforts to organize NBA stars to China are increasing. Reporters learned that the number of PEAK stars in China this year is still 6, but there will be more cities to arrange activities.

Hou Lidong, manager of PEAK media and public relations, told reporters that the 6 stars in China this summer will be Ron Artest, Jason Kidd, Sean Battier, Jason Richardson, Carle Landry and Landry.

Karl Landry will come to Quanzhou to interact with fans.

He said, "PEAK Star China trip" will be a basketball feast to Chinese fans every summer. Unlike other brands, PEAK has always presented the team image of PEAK team to consumers.

"The activities we advocate are also in line with the essence of basketball -- team sports."

He said the 6 stars coming to China would play for their respective teams in NBA, but they were members of the PEAK family when they were in China.

2010 "PEAK Star China trip" will have as many as twenty cities.

In addition to the game boots conference and media meeting, the most popular fans will be "city events".

Specific activities include fans Carnival activities, signing activities in various cities, PEAK attitude training camp, charity auction and donation.

Fans Carnival activities allow local youngsters to have close contact with the stars. Organizers invited the city champion team of the 5 to 5 World War to go to the signing site. The young players will be awarded the basketball teaching CD-ROM and books prepared by PEAK stars at the scene. The stars will encourage them and take a group photo.

The PEAK attitude training camp will be the activities that the stars teach technical experience and exercises to local young players in the city where they live.

Hou Lidong believes that this event will attract the attention of the NBA champion Laker star Artest again, and PEAK will focus on creating a series of Artest activities in China.

Last year, Artest and his Lakers mate Vujacic arrived in Quanzhou to interact enthusiastically with fans, and took part in the 9th anniversary activity of the southeast morning post.

Last year, "PEAK NBA Star China Travel".

According to industry sources, Anta will sign one to two NBA players in the near future, one of them is Celtic Garnett.

This makes NBA star and Quanzhou sports brand alliance more powerful.

In June, Anta organized its signing star Scola to visit World Expo, Shanghai, and made no small momentum.

Reporters on the new industry news, contact the relevant personnel of Anta, get "will really sign the new NBA star" answer, but specifically which star, Anta did not disclose.

The company staff said that because the signing will involve global conferences and other activities, it is desirable to retain some information before the date and other details are uncertain.

In recent years, the Chinese market is becoming the most successful NBA international layout and has begun to enter the harvest period of the "BRIC market".

In China, the number of NBA fans has been on the rise in recent years.

After the impact of the global financial turmoil, NBA, a high threshold for Chinese companies, is also opening up a warm embrace, hoping that the sponsors from all sides will go to the rescue market.

For them, China's new market, the voice from Chinese enterprises, makes them look forward to it.

In fact, in recent years, Chinese enterprises have been making a massive invasion of NBA, making NBA a carnival of domestic brands.

According to statistics, a total of 19 enterprises have signed up as NBA Chinese official partners.

Among them, Lenovo, Haier, Mengniu, Lining, western region camel, PEAK, China Mobile, Hong Nai wood, Tsinghua Tongfang, Sohu, NBA sports space-time, slam dunk magazines, etc., foreign enterprises have Amway, Budweiser beer, NOKIA, NOKIA, McDonald's, red bull, DHL and so on.

XTEP takes advantage of the Premier League

This summer, the Quanzhou sports brand brings Chinese fans not only basketball.

On the 21 day of this month, Bermingham football team of the Premier League will participate in two football Invitational matches in China, and behind this China trip, there will be no shortage of support for the XTEP sporting goods Co.

Bermingham's "2010 good China trip" international football invitational tournament will be in July 21st in Beijing National Stadium (Bird's Nest) against Guoan Beijing, July 24th in Shenyang Olympic Center against Liaoning Hongyun team.

It is reported that the ticket revenue and team appearance fees of the two matches will be donated freely to the China charity action of the China Welfare Foundation for the disabled, to support the establishment of community rehabilitation stations and special education schools in the poverty-stricken areas of the West.

At that time, XTEP will have the opportunity to push its brand activities.

Sports marketing is becoming more rational.

And at the end of the summer season, a world championship of 2010 men's basketball fans will be held in the world from August 28th to September 12th. In the 24 teams of the finals, six sponsors will be PEAK, which are from Serbia, Australia, New Zealand, Ivory Coast, Jordan and Lebanon.

At that time, the basketball team sponsorship of the men's Basketball World Championships will reappear in the same sport with Quanzhou.

In addition, in the sixteenth Asian Games, which will be held in Guangzhou, China in from November 12 to 27, 2010, the 361 degree sporting goods Co., Ltd. will take advantage of it as a strategic partner to launch a new round of Asian Games marketing.

After the world cup, Quanzhou sports brands will participate in international competitions.

The industry believes that after the Olympic Games, the sports marketing of Quanzhou sports brand no longer has the phenomenon of swarm flocking into each other. Instead, they are targeted at different times and different events.

This shows that the sports marketing of Quanzhou sports brand is becoming more and more mature. It also shows that in recent years, each brand has gradually found its own brand direction, successfully molded its brand personality, and clearly and rationally put the cost into marketing activities that meet its brand's personality and positioning. It is no longer a mere pursuit of popularity.