Elaborate On The Story Of 361 Degree Growth Of Sports Shoes Enterprises

Pulse China Sports Marketing

From a family business to a listed company, it grew from a workshop to a headquarters with 6000 employees and a national terminal. Exclusive shop 6500 large enterprises with annual sales of over 4 billion yuan have grown from a few famous names to a famous line of Chinese national sportswear. brand 。 361 degrees It took less than 7 years for International Limited.

What is the legend of Chinese enterprises?

"We won first in the successful sports marketing strategy, followed by speed and execution," said Ding Wu, President and executive director of the company. To put it plainly, it is to give the brand a good name first, and then let the whole nation know her as soon as possible. "

361 degrees, the name is a bit mysterious.

Jinjiang, Fujian, is known as the "brand city of China". 361 degrees, Anta and XTEP are familiar with these famous sports brands in China. In 2003, there were more than 3000 enterprises producing sports shoes and sportswear in Jinjiang. Everyone wanted to be strong and big enough to become China's first line brand, and the competition was fierce.

At that time, Ding Wu was a professional manager in the production and sale of sports shoes. When he was in the best business, he could sell 12 million pairs, and exported to Europe and the United States. With the vigorous development of the domestic market, Ding Wu feels strongly that enterprises must forge new brands if they want to be bigger and bigger.

The decision of brand management has been decided. What is the name of it? A consensus has been formed by the company's decision-makers that they hope that the new brand can quickly open the market and develop towards internationalization. This must be a name that the whole world can understand, identify and firmly remember. Arabia figures are the common language of every nation in the world. They are easy to understand and easy to remember. Finally, the name of the new company and the new brand is set to: 361 degrees.

Ding Wu said, "360 degrees" in 361 degrees represents a circle, a full stop, the past achievements are attributed to this circle, and the "1 degree" in 361 degrees symbolizes the new brand starting from "1" and creating new brilliance. The 361 degree logo color is bright orange, hoping to be recognized by young people with the color of youth and joy.

Before 361 degrees, it is mainly about selling products, not about brand building. In 2003, the freshman's 361 degree bright orange color started the real brand marketing.

Join major sporting events

A new way of marketing

361 degrees? This is a strange name. What does she do? When 361 degrees begin to enter people's eyes, everyone has a curiosity. Is curiosity not an attraction?

How to turn people's curiosity into brand identity? The 361 degree approach is different. When many companies are keen to hire celebrities as brand spokesmen and advertise in the media, the 361 degree likes to join major sporting events. Their idea is that when the new brand is launched, it needs to rapidly increase brand exposure and increase company visibility. "Sports resources are not like ordinary advertising endorsements, only a few seconds. There are many matches in a competition, and a game can be played for several hours. Sponsoring sports events with high broadcasting rates will help to increase brand exposure and enhance the credibility of the brand. 361 degree Brand Management Center Deputy Director Zhao Feng said.

In 2005, an agent of 361 degrees in Nanjing provided information: several large shopping malls in Nanjing were trying to attract customers' eyeballs, and invited teenagers to play street basketball at the front of the mall. It happened that news from Beijing: CCTV sports channel is preparing for the national basketball competition. This is a good opportunity for young basketball fans! 361 degree urgent action. At the end of the year, 361 degrees officially signed "entertainment basketball", 3 years invested 27 million yuan in cash, together with CCTV5 to create a popular street basketball tournament. In March 15, 2006, the "CCTV5-361 degree entertainment basketball national competition" was launched in Nanjing, followed by a roadshow in several cities across the country. The competition lasted for more than half a year, and 12 TV stations in the country participated in the CCTV5. It played a strong influence on basketball enthusiasts and directly led to product sales. In that year, the sales of new orders in the 361 spring and autumn season showed a blowout trend, and the sales volume of 2/3 was achieved in 3 months.

Since then, 361 degrees have successively sponsored a series of events such as China Table Tennis Super League, Xiamen International Marathon, Chinese University Basketball Super League (CUBS) and so on.

In 2008, 361 yuan invested 350 million yuan, signed the Guangzhou 2010 Asian Games sports clothing senior partner, became China's first sponsorship of the Inter Continental games sporting goods brand. In 2009, the 361 degree signing of the Asian Olympic Council was awarded the global Olympic sponsorship of the Asian Olympic Council. It is the only enterprise in the sporting goods field to win this award.

"Becoming the senior partner of the 2010 Guangzhou Asian Games, there will be no doubt that the brand image of 361 degrees will be raised and the core competitiveness of enterprises will be enhanced. 361 degrees will go to the international stage through the Asian Games. " Ding Wu told reporters. {page_break}

TV network can not be less

Media resources need diversification

It is an extraordinary thing for entrepreneurs to seize the fleeting business opportunities at ordinary times.

The son of Ding Wu likes to play games with QQ. One night, a day after day, Ding Wu came home to see his teenage son playing with the game. Even his father walked into the room.

"Son, what are you playing? So fascinated?"

"You don't understand this? What a cliche! This is the latest game on QQ. My classmates and I like to play."

Ding Wu took an interest in watching him for an hour behind his son. Suddenly, he saw the bright spot: since children are so fond of playing games, why not cooperate with the website? Just look for Tencent net! So, 361 degrees has become the first brand in China's sporting goods industry to get involved in network marketing.

At that time, most of the similar brands were keen on TV marketing, and 361 degrees could not be avoided. A large number of advertisements were launched in the Hunan Super Girls program. "At that time, when 361 degrees had just been established, we first needed to mix up with the whole nation. When this goal is achieved, we quit, because we are a professional sporting goods manufacturer and can't always turn around in the entertainment industry. Zhao Feng said.

361 degrees began with Tencent network continuation so far strategic cooperation, from single advertising to implantable network marketing, and then to experience interactive marketing. When people open QQ to chat with their friends, they will pop up the 361 degree advertising interface; playing the game of landlords, suddenly find their identity turned into a "361 degree businessman"; when they see the other players' virtual image, a handsome 361 degree sportswear dress, they will be unable to resist the "shopping mall" to choose 361 degrees sports equipment.

Cooperation with CCTV indicates that the 361 degree marketing platform and taste have risen to a new height. In November 2006, in the tendering of "CCTV 2007-2008 sports match live cooperation partners", the famous international brand winning bid was defeated at 361 degrees, breaking the situation that international giants monopolized the top media resources during the sensitive period before the Olympic Games, and achieved a breakthrough in the national brand against international brands. In 2008, 361 degrees signing became the CCTV sports channel host and the clothing supplier designated for the reporters, marking the beginning of a highly integrated sports marketing mode. 361 degrees started with CCTV to fully display the appearance of brand internationalization and product specialization.

From "courage" to "love"

The brand image is not only promoted.

In a competitive sporting goods industry, a good brand slogan is of great significance for improving brand appeal. At different stages of development, the brand slogan of 361 degrees is constantly changing and improving.

Before 2008, the brand slogan of 361 degrees was: "be brave to be yourself", highlighting a "dare" word, emphasizing the publicity of personality, meeting the psychological needs of youngsters and winning the hearts of the majority of young people. In 2008, the slogan of 361 degrees in Beijing Olympic Games became "China, brave to be ourselves", chanting the voice of the Chinese people, calling out the pride of the Chinese people. That summer, viewers waiting in front of the TV can hear 361 degrees of brand slogan every day: "China, be brave enough to be yourself". This brand that sounds a little special has made a deep impression on everyone.

In 2009, when 361 degrees became a senior partner of the 2010 Guangzhou Asian Games, it launched the new slogan of "Asia more than one love". In this regard, Ding Wu explained that China's sports are rising rapidly, and are on the way from a sports power to a sports power. 361, as a first-line brand in China's sporting goods industry, what kind of brand attitude should be adopted to communicate with Asian people and people all over the world? If we emphasize several gold medals at the Guangzhou Asian Games, it will be of little significance. We must have the mentality of a big country, appeal to everyone to love sports, enjoy sports and enjoy the beautiful life brought by the Asian Games to mankind. This is the essence of sports. This is the connotation of "Asia, more love". The so-called "one more love" is everyone's sincere and simple love for sports. No matter it is work, study, life, or the people and things around them, it will be successful if there is more "one time" love.

The 361 degree brand slogan change is not only a brand image, but also an enterprise's mindset and values.

Speed and execution {page_break}

The story behind the legend

The rapid rise of 361 degrees, the success of brand marketing, and the support of all these are 361 degrees of decision making speed and strong executive power, which is a unique corporate culture.

In June 2008, the Chinese Table Tennis Super League asked for a new name sponsor. Ding Wu was informed of the information and immediately decided that he must win the competition resources. The time limit is only one week from the deadline for submitting the project collection. The staff of the 361 degree brand management center made an urgent action day and night, and promptly submitted the project solicitation book. Generous sponsorship quota, imaginative marketing idea and powerful product development ability have made the 361 degree stand out and successfully won the title of Table Tennis Super League.

In the next two months, the 361 degree executive team will complete the design, development and marketing of the clothing, sports shoes and accessories for the ping pong Super League, and even the organizers of the Table Tennis Super League feel that it is impossible to finish so much work in such a short time. But 361 degrees really did.

"For me, the hardest part is deciding whether to do a project or not, once you decide to do it. I believe the executive team at 361 degrees will be able to do so, as long as we meet the requirements and the necessary time. Ding Wu said, "what I am proud of is that 361 degrees have been established for 7 years, and what we want to do has been achieved without failure."

This is the result of strict system. The 361 degree rule is "result oriented", without asking the process, one thing is determined to be done, the decision is made by someone, the condition and time is put forward by someone, the management is fully authorized, without interference, until the project is completed. A sentence with 361 degrees of emphasis is: "100 points of creativity do not have strong executive power, which is equivalent to zero; if 50 points of creativity are executed well, it may be one hundred points".

Executive power comes from corporate culture. It can be seen from the unique time culture of 361 degrees. Ding Wu is very punctual. "He is determined not to be late or to be late." The 5000 person's order will be 361 degrees, and no one will be late. Once a major customer would be late for 5 minutes, the staff at 361 degree did not let him enter the conference hall.

That sounds a bit excessive. But the 361 degree goal is to become a respected global sports brand. Therefore, we should respect ourselves, respect others and let others respect ourselves.