China's Sports Brand Presents A Flourishing Situation On The Road Of Internationalization.

September 13th, men's Basketball World Championships fierce battle is in full swing, although the Chinese men's basketball team was eliminated early, but Chinese elements are still shining in the Turkey Arena - and Chinese sports brand. Peak The signing of the Serbia team has reached the top four. Bermingham, who is already in the Premier League, has started the new season with XTEP shirt. In the Spanish League, Li Ning Co has become Malaga's Jersey. Sponsor ; Hung Xing er Ke became one of the West Coast giants' Real Madrid and Barcelona's sponsor. Plus Anta, 361 degrees And other sports brands are also expanding overseas. China's sports brand is on the road of internationalization.

PEAK specializes in basketball.

In fact, there are as many as 6 teams signed with PEAK at this world championships: Australia, New Zealand, Slovenia, Ivory Coast, Iran and Serbia. The Lining brand also signed a contract with Spain and Argentina. 1/3 of the 24 teams in the world championships wore Chinese brands. This is a phenomenon that has never happened before.

Taking 6 teams in one breath, PEAK has a big appetite. And his unique vision also made the money out. After winning the world champion Spain, PEAK, wearing a PEAK shirt, has made a huge advertising effect on PEAK brand.

In fact, as early as 2006, PEAK successfully signed the Houston rockets home, becoming the first Chinese sports brand to enter the NBA arena. Before that, through sponsoring the Uzbekistan basketball team and the Greek basketball team, PEAK became a strategic sponsor of the FIBA in 2005.

In the domestic sports brand, PEAK is the first to jump out of the homogenization circle to brand internationalization. Because domestic sports brands adopt the mode of "star endorsement on CCTV", consumers seem to be at a loss to get out of the world. Sponsoring top international competitions has become PEAK's favorite brush. Facts have proved that this will also become a shortcut for Chinese sports brand to internationalize, and even a necessary road.

XTEP is in the Premier League.

In the new season's Premier League, Bermingham is most concerned about Chinese fans. With the arrival of Yang Jiacheng, the wealthy Chinese businessman, in January, China's sports brand XTEP signed a record sponsorship contract with Bermingham in January. The contract began in 2010 for a period of five years, with a total sponsorship fee of HK $90 million, and a sports dress of about HK $10 million. In addition, XTEP and Bermingham will jointly develop exclusive "BCFC-XTEP" series of sports products and set up exclusive "BCFC-XTEP" brand image shops, open stores in the international market, and arrange for Chinese mainland players Fu Yingchao to play football. As a result, XTEP has become the first Chinese sporting goods sponsor to enter the Premier League of the world's top football league.

It is an indisputable fact that sports marketing has become a powerful tool for brand promotion. Unlike many sports brands in China, such as gymnastics, badminton, table tennis and other Chinese competitive sports, and even athletics and basketball events, XTEP became the first Chinese brand to eat crab. And this special initiative will undoubtedly lay a solid foundation for XTEP to enter the international market and open XTEP brand stores worldwide.

Chinese wind blows overseas

As the most extensive and most popular sports, basketball and football are undoubtedly the main direction of Chinese sports brand. And on the road of internationalization, Chinese enterprises are playing a big show with more flowering and comprehensive attack.

In addition to basketball, PEAK also signed the Iraqi Olympic Committee and became the designated sportswear of the Iraqi national football team, and signed the Australia Basketball Association as the equipment sponsor of the Australian National Men's basketball team and signed the Belarus tennis star Olga G Wouter Sowa. PEAK's "NBA Star China trip" and "NBA basketball Caravan" activities have been gaining attention at home and abroad for several years.

In addition, Hongxing Erke has sponsored the North Korean football team, signed Tennis Masters and landed on NBA in addition to entering the Spanish League. XTEP also sponsored the Xiamen International Marathon, the Olympic Games and the extreme sports. In 2008, the 361 Asian Games signed the Asian Games in Guangzhou. In 2009, it became the global official sponsor of the Asian Olympic Games Council. Anta signed the NBA "wolf king" Garnett; China's trend acquired the famous Japanese sports clothing enterprise in 2008. In sponsoring the Norway Olympic Committee and signing the Norway ski Federation in Phenix2009, it is also a classic on the internationalization of Chinese sports brand.

The road of internationalization is still long.

At the 1990 Asian Games in Beijing, Lining appeared as an international sporting event for the first time in China. Since then, Lining has broken the monopoly of Adidas and Nike on the Chinese market and has become a leader in the Chinese sports brand. But with the rise of sports brands such as Anta, PEAK, 361 degrees, China Trends and XTEP, it has just gone all the way to blossom.

After 20 years of rapid development, the number of sports brands in China obviously has the strength to challenge the international top brands. But in terms of details and brand image, there is still a big gap between Chinese brands and their brands. It took sixty or seventy years for Adidas to have a prominent position. Nike also became the leader of the industry after nearly forty years. For example: in the early logo design of Nike, besides the classic logo, there is also the word "NIKE". But until today, Nike's advertisement has only seen the LOGO logo without the name of the company. But when consumers see this sign, they know that this is Nike. There is no need for a single phrase. It has become a cultural icon deeply in people's minds.

Therefore, for Chinese brands, the road to internationalization is still long. First of all, huge cultural differences between China and the west block their progress. If you want others to accept your product first, you must first accept your corporate culture. In recent years, Chinese products have been repeatedly anti-dumping. Li Xiangru, a professor at Capital Institute of Physical Education, once said that if a sports brand wants to go to the world, it must "focus on national culture and maintain broad mind". Only with the cultural output, let the culture of the brand be embodied in the product, and let the layout of the international vision be fully integrated with the local culture, the strength of the brand will be deeply rooted in the hearts of the people.

Secondly, internationalization is by no means simple to sell products abroad, nor is it limited to the number of stores that have been opened. On the basis of quality assurance, whether the ownership of independent property rights and the accumulation of time have the cultural connotation of brand is also crucial. In addition, internationalization must have international R & D strength, internationalized talents, international marketing resources and international sales channels.

Though the road ahead is long, I will still search for it. Anta is planning to enter the overseas market by signing Garnett's machine. PEAK is also preparing to set up an American branch and R & D design center in Losangeles, us. All this indicates that China's local sports brands are stepping up their efforts to catch up with the pace of transnational brands, and the road to internationalization will be wider and wider. {page_break}

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Leading enterprises gather in Fujian

China is a large sporting goods producer, with 65% of the world's market output, and its main brands are gathered in Fujian.

After the reform and opening up, Fujian Quanzhou and Jinjiang gradually became the focus of sports shoes production and processing. Jinjiang, the famous sports shoes production base in China, is under the jurisdiction of Quanzhou. It first exported to the world famous brand by OEM OEM. In the late 90s of last century, Fujian, Xiamen, Putian and Shishi appeared Jordan, Voight and other brands.

The above sports brand grew rapidly in Fujian. For example, in the 2008 China 500 most valuable brand list published by the world brand laboratory, 33 brands were selected in Fujian Province, and 16 in Quanzhou. Among them, 4 sporting goods brands, including XTEP, Hongxing Erke, 361 degrees and naibu, and Jinjiang's "Erhui" and "Golden Lake" also entered the list. The brands mentioned above are all well-known sports brands in China. From the side, the brand of domestic sports is mainly concentrated in Fujian province.