Jinjiang Creates New Landmark For Sports Leisure Shoes Industry

September 19th, in

From Kong Linghui, Jinjiang began to blow up.

Mention the spokesman of Jinjiang sporting goods enterprises, it is inevitable that Kong Linghui can not do without Anta.

In the mid 90s of last century, Jinjiang shoe enterprises also took the overseas enterprises as the foundries.

Anta, founded in 1991, is no exception.

At the beginning of the establishment of Anta, there were as many as 3000 shoe factories registered in Jinjiang, and the degree of competition can be imagined.

How to kill the tight encirclement in 3000 shoe enterprises? Ding Zhizhong is in deep thought.

After communicating with Ye Shuangquan, who became an important planner of Anta, Ding Zhizhong decided to follow the example of foreign countries and hire a sports star to endorse Anta so as to quickly open Anta's brand awareness.

Hiring a celebrity endorser is a very ordinary marketing tool at the moment, but it was absolutely amazing in the 90s of last century.

Ding Zhizhong, on top of the company's objection, signed Kong Linghui with the annual endorsement fee of 800 thousand yuan, and dropped 3 million yuan to launch an advertising bombing at the prime time of CCTV-5.

Surprisingly, in the 2000 Sydney Olympic Games, Kong Linghui won the champion of table tennis singles at one stroke.

For a while, "I choose, I like - Anta" quickly became the buzzword in all the streets and lanes of the whole country, and the ordering companies in the country began to rush to Anta factory. Anta became a famous brand. It became a household name in Jinjiang.

Anta's sales also showed strong growth at the same time that its popularity was greatly improved.

According to the data provided by Anta, from 2001 to 2006, Anta's sales revenue increased from 100 million yuan to 1 billion 250 million yuan.

Anta's success in the field of spokesmen has enlighten other sporting goods companies.

In 2000, 361 degrees began to invite the Chinese national badminton team headed by Li Yongbo as the image spokesman of the Buick brand (the predecessor of the 361 degree); in 2001, he played the role of the "Godfather" figure Cai Zhenhua in the Chinese table tennis circles as the image ambassador; in 2005, Tian Liang, the diving champion, became the endorsement of Shuhua sports.

The "endorsement wind" of sporting goods enterprises in Jinjiang has become increasingly fierce since then.

Sponsoring top events, you sing, I am on the stage.

If the invitation of sports stars is the first choice for Jinjiang sporting goods enterprises, the second move of these enterprises is to sponsor various sports events.

In recent years, XTEP group has invested a lot in entertainment marketing and sports marketing. It has been sponsoring the WCBA, NBL and CX extreme sports elite competitions, and has become the partner of the Chinese amateur basketball open and the Sixth City Games. It has also sponsored the Tenth National Games and has become the top international partner of the Xiamen International Marathon. All these have greatly promoted the upgrading of XTEP's brand image.

XTEP's recent sponsorship of the "2008 National Championship" has also been affirmed by the industry.

"From the degree of popularity of the application, we can be sure that XTEP's sponsorship of the 08 national championship is a good way to promote marketing. The largest range of activities will play a positive role in promoting brand promotion."

Domestic sports brand sponsorship of another 361 degree sports brand has not dropped behind: at the end of 2005, it became the world's top partner and the only designated sports equipment of the Xiamen International Marathon. In 2006, it launched the basketball park with the CCTV five sets, creating the sales of the new category of street ball in China.

Last year, 361 degrees took the A1 World Cup formula car and the National College Basketball Super League and other high-end sports resources.

Compared with other sporting goods companies, Anta sports has focused its attention on the top domestic matches in the choice of sports events.

In addition to sponsoring the CBA Basketball League for three consecutive years, Anta also monopolized the top volleyball competitions in China.

In September 2007, Anta officially became the top sponsor of the 2007-2010 National Volleyball League, Volleyball Grand Prix and volleyball tournament. The six events after the title were "Anta National Men's / women's Volleyball League", "Anta National Men's / women's Volleyball Grand Prix" and "Anta National Men's / women's Volleyball Championship".

At the same time, Anta has become the only designated partner of the six sports equipment.

The industry generally believes that high quality sports events are extremely scarce resources, and Jinjiang sporting goods enterprises frequently sell in various high-end sports resources, in addition to letting people feel the pride of these enterprises, it is also a pressure for many small and medium enterprises to survive.

"Naming sponsors are very exclusive and are very limited to competing brands. The big moves of Jin enterprises will make it difficult for many sports brands to enter the top event in China."

Huang Jinsong, general manager of Fujian cyber sports marketing company, believes that sports marketing resources that can be utilized by small and medium-sized sports brands will be less and less.

Join sports research institutes to ensure product upgrading.

Xi Dalong was an early Jinjiang enterprise with the State Sports General Administration. In April 9, 2007, the sports equipment research and development base of the State Sports General Administration of sports science formally settled in the company, which is the first time that the State Sports General Administration has established a national sports research and development base with domestic enterprises.

Relying on the scientific and technological strength of the State General Administration of sports, the company has launched the "nationwide foot type data measurement" work. After the completion of the national foot data measurement activity, Xi long will be able to provide real shoes for every consumer. Consumers can measure their feet before choosing shoes, and choose shoes that are really suitable for their feet according to their feet.

Now, he has built a more than 4000 square meter sports research laboratory, and the enterprise's innovation ability has been greatly enhanced. With the words of Lin Shui pan of the chairman of the company, the cooperation with the Institute has made Jinjiang truly realize the pformation from "made in Jinjiang" to "created in the city".

As a matter of fact, Quanzhou shoe industry is not the first to cooperate with universities or scientific research institutions.

As early as in 2005, Anta set up the first sports science laboratory in China, which has more than 50 researchers. At the same time, it co operated with Beijing Sport University's Biomechanics Lab and China leather and shoemaking Institute, and developed Anta core technology.

XTEP, started by foundry, has also attached great importance to R & D in recent years.

XTEP and Shanghai Shanghai Zheng Nano Technology Co., Ltd. jointly developed and developed the nano silver antibacterial sports shoes with the leading international technology. Its antibacterial rate reached 99.9%, reaching the leading level of international and domestic antibacterial standards. At present, the unit output has exceeded 1 million pairs.

In early 2006, Hongxing Erke, another shoe manufacturer in Quanzhou, established a cooperative relationship with the affiliated research institute of the Chinese Academy of Sciences, which mainly provided antibacterial materials for shoes and footwear products, and was responsible for the whole process supervision and technical service of the antibacterial function of Hongxing Erke sneakers.

In addition, the "nanotechnology" and the 361 degree "cheetah bionics" technology, etc., were born with professional agencies or by professional agencies.

There is no doubt that technology is the booster of brand value increase and the buffer for brands to resist external forces.

"In the age of science and technology, no technological innovation means passive beating, and the brand will lose its long term competitiveness."

Liu Yihua, director of Quanzhou Productivity Promotion Center, said.

[perspective]:

Brand promotion of Jinjiang enterprises from Anta and XTEP

-- "Jinjiang element" in CCTV channel.

In November 18th, CCTV's fifteenth gold resources advertising bid was announced in 2009.

The total amount of advertisement bidding is 9 billion 256 million 270 thousand yuan, and the bidding part is 8 billion 201 million 200 thousand yuan, an increase of about 15.4% over the same period.

In Jinjiang's enterprises, XTEP won the bid with 156 million yuan, "CCTV's 2009-2010 year live sports match live partner".

According to industry sources, in addition to bidding, Anta, Jordan and other enterprises signed the "subscription subscription" project respectively.

Among them, Jordan won the "basketball match partners" project at a price of about 50000000 yuan.

In November 28th, 361 degrees re invested huge sums of money to stand out from many famous sports brands at home and abroad, winning one of the most precious gold resources of CCTV-5, and signing a designated supplier for CCTV sports channel 2009.

The above data is only a small part of the cooperation between Jinjiang enterprises and CCTV.

Since 1999, when Anta signed Kong Linghui to open the Jinjiang sports brand "star + CCTV" brand building movement, the cooperation between Jinjiang enterprises and CCTV has been closer year by year.

People in the industry have joked that Jinjiang enterprises send 10 Audi to CCTV every day, though not accurate statistics, but the proportion of Jinjiang enterprises in CCTV advertising is obvious.

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In the upcoming Olympic year, Jinjiang enterprises are playing a big role in CCTV.

According to statistics, CCTV 2008 gold resources advertising bidding total reached 8 billion 28 million 610 thousand yuan, an increase of about 18% over the same period.

In 2008, the "first mark" was the "star of today" in the theme of the Olympic champion. Finally, the Red Bull won the naming right by 158 million 900 thousand yuan.

In addition, the Olympic advertising projects involved in the tender include 4 exclusive entries of the Olympic Games, a set of ads in the 2008 Olympic Games, exclusive naming of the "courier", and live advertisements of the 2008 Olympic Games.

The above 5 Olympic advertising projects cost a total of 825 million 700 thousand yuan.

In addition to "star of today", the exclusive title of "field express" was eventually awarded by XTEP with 46 million yuan mark; "My Olympic" exclusive sale of 86 million 880 thousand yuan, the standard owner is BBK; and the successful Olympic Games in 2008, the successful advertising companies were 3, and the 2008 Olympic Games final live placement patch advertising winning enterprises were 4, the highest bid reached 90 million 90 thousand yuan, with an average price of more than 76 million yuan.

In the bidding, the footwear enterprises in Fujian Province won the bid amount of about 430 million yuan, accounting for more than half of the total clothing bid.

Among them, two local enterprises in Jinjiang, such as Jin Ba and XTEP, successfully won the bid in the Olympic Games Bidding and launched a new round of marketing in the Olympic Games.

With 89 million 440 thousand yuan and second yuan, the company has become one of the winning companies in the Olympic Games.

To this dark sky mark, the vice president of Jin Ba continued to explain that, with the huge advertising of CCTV, the strong fighter began to advance into the first tier cities nationwide.

XTEP is the only domestic sports clothing company that wins the bid. It won the exclusive title of the Olympic final live broadcast patch advertising and the "courier Express" by the high price of 63 million 330 thousand yuan and 46 million yuan respectively.

In addition, the seven year old wolf of the year before last won a 7.5 second advertisement after news broadcast by 17 million 780 thousand yuan.

There was also a dark horse in the clothing bidding enterprise. After the big investment in the sports and leisure operation center, the tiger also offered a big hand in the CCTV advertisement bidding last year, and won the annual title of the selected theatre and starry night theater for 214 million yuan in the past year.

In addition, the tiger also participated in the bidding of the first 15 seconds of the news broadcast with a price of more than 600 yuan.

Coastal sports leisure industry belt

Creating new landmark in Jinjiang

In the plan made by the State General Administration of sports for the national sports industry base in Jinjiang, the proportion of coastal sports and leisure industry belt is very heavy.

It is understood that the coastal sports and leisure industry belt is a concept of industrial park construction. It is located on both sides of the main coastal channel (Jinnan section), facing the sea, covering an area of more than 20 square kilometers. It consists of 1 sports ecological theme parks and fashionable sports and leisure areas, sports industry headquarters and business center areas, noble sports life oriented communities and Binhai sports confluence area 4 functional areas.

From the aerial view, the whole park is like a "Eagle" facing the sea. The fashionable sports leisure area (block 1) and the coastal sports confluence area (block 5) are dynamic, forming two wings of the "Eagle". The central sports ecology theme park (land mass 4), the noble sports Lifestyle Community (plot 3), the sports industry headquarters base and the business center area (block 2) are quiet and elegant, forming the "Eagle" trunk.

Bao Mingxiao, an expert in Physical Education Department of the State Sports General Administration, said that the completion of the whole coastal mobile Leisure Industrial Belt will become a new landmark for the city of Jinjiang, thus attracting the headquarters of famous sports enterprises at home and abroad to settle down in the park and making it the "second residence" of successful personages at home and abroad.

Lenovo's former well-known planner Wang Zhigang proposed to build Jinnan into the new town of Jinjiang. We have reason to expect the beautiful future of the coastal sports and leisure industry belt.

Coastal sports leisure industry belt -- "one park and four districts"

1. fashion sports and leisure area

Area: 5.26 square kilometers

Functional positioning: the dynamic zone -- the carnival of fashion sports

Construction project planning: A: water world, the construction of swimming, diving, surfing, ice rink, SPA, aquatic sports center supplies sales and supporting catering, entertainment facilities as one of the "water world".

B: extreme paradise, U skateboarding, roller skating, BMX BMX, cage soccer, basketball park and hip-hop show facilities.

C: Coldplay zone, set up roller coaster, vertical limit, karting, off-road vehicle racing, electronic sports caravans and other world-class entertainment projects, to create sports and gambling combination of recreational projects.

2. sports industry headquarters and business center area

Covers an area of 1 square kilometers, with the function of sports CBD.

Construction project planning: A: headquarters tribes (buildings), attracting domestic sports and leisure enterprises' headquarters, regional headquarters and R & D centers.

B: the new Jinjiang Sports Center, as the landmark building of the park, is a comprehensive building which integrates functions of events, conferences, exhibitions and commerce.

C: Champion building, five star Traders Hotel.

3. noble sports lifestyle community

Covers an area of 6.36 square kilometers and functions as a noble sports community -- the second residence of successful people.

Construction project planning: A: Olympic Garden (real estate project), consisting of villas, conjoined villas and property hotels, with tennis courts, swimming pools, squash and other sports facilities.

B: yacht club.

C: Hall of fame, selecting successful people from Jinjiang and abroad to enter the hall of fame.

D: high-end private clubhouse, fitness, SPAE, multi-functional entertainment center, composed of small cinema, concert hall, bar.

4. coastal sports confluence

Area: 3.45 square kilometers

Functional location: marine sand Sports Park

Construction project planning: A: beach sports area, beach volleyball, beach soccer, beach badminton, beach shuttlecock, beach camping, beach motor vehicle cross country, central show.

B: marine sports area, such as sailing, windsurfing, diving, marine motorcycles, motorized parachutes and other marine sports.

C: bathing beach.

5. sports ecology theme park

Covers an area of 7.14 square kilometers and functions as a sacred place for leisure -- the theme park of green sports.

Construction project planning: A:18 hole standard golf course (Sports Garden Group).

B: racecourse.

C: Lawn Tennis Center (Wimbledon, China).

D: expanding camps.