Shoe Enterprises Enter The Sports Market &Nbsp; Impatient To Eat Hot Tofu.

Since 2008, the national voice of "developing China's sports industry, moving from a sports power to a sports power" has been increasing. The state government departments and the various sectors of the society have also increased the concern and devotion of China's sports industry. Liu Fumin, director of the economic division of the State Sports General Administration, said: "the Chinese sports industry has moved to the fast lane."

Relevant statistics show that in 2009, sporting goods in China

The benefit of sports marketing

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 the brand strong (successful) promotion, stimulating 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 basically achieves these goals through these three aspects: spot communication, media communication, and competition.

Taking CUBA as an example, there are almost more than 700 college basketball teams, more than 10000 athletes, coaches and referees each year in the more than 2500 wonderful competitions in the whole year.

This data is only the number that sponsors can directly influence through 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, compared with other honors, the * * sponsors, the * * Olympic Committee official partners...

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. Enterprises have the opportunity to make a name for themselves and increase sales with the help of sponsorship opportunities. However, they may also pay high sponsorship costs, but with little effect, they are burying burdens and hidden dangers for the development of enterprises.

For sports marketing, the author prefers to identify it as a risky investment behavior.

Sports competition marketing should first pay attention to mentality, and the two sides should be a friendly cooperative relationship, not just a simple paction. Secondly, if some matters or principles are grasped, sports marketing can become one of the important pulling forces for the rapid development of enterprises.

Existing problems

Local enterprises have a mentality of quick success and instant benefit in sports marketing.

Many Chinese brands who have tried sports marketing are thinking about the same problem: international brands are doing sports marketing, local brands are also doing, why are the results different? Why can Adidas become an indissoluble link with the Olympic Games?

Very simple, because the former has more than 80 years of Olympic sponsorship history.

Xie Xudong, director of marketing department of the World Plaza, believes that some marketing can produce sustained and long-term effects, mainly through marketing propaganda and interactive planning for consumers, producing fresh products and constantly interacting with consumer groups, forming a trend.

{page_break}

"At present, the sponsorship of sports events by domestic brands is generally in a chaotic situation of blindly following the trend and confusion."

Zhang Fasong said that this ignorant sponsorship will bring about two kinds of results: one is to bump into a mistake, and to get lucky enough to find a project that matches the brand image. Therefore, it persists and slowly accumulates experience. Two, after sponsoring a competition, it finds that it has not achieved the desired effect, so abandoning the original project and turning to other projects.

For enterprises eager for quick success and instant benefit, sports marketing is regarded as a short and fast marketing method.

Many enterprises only regard the top event such as the world cup and Olympic Games as a "hype opportunity". When the news value of the event disappears, the influence of the brand will vanish, and such failure cases can be found everywhere.

Sports

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.

During the 1996 Atlanta Olympic Games, a total of 36 enterprises took part in the sponsorship of the Chinese delegation. But in the Sydney Olympic Games, 35 sponsors stopped participating, leaving only one 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.

"Enterprises should not regard sports marketing as merely an advertising and promotional means, it should be a continuous marketing."

Anta official said that after obtaining sports event resources, enterprises should continue to upgrade their product quality, enhance their brand image and truly "be worthy of the name".

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."

Brand strength needs to be accumulated over a long period of time, and sustained and stable pmission can take root in consumption.

"Shooting a gun and changing a gun" is not good for enterprises to establish and disseminate brand image, but in the hope of a famous investment sponsorship, I would like to recommend a "no impulsiveness".