The Indissoluble Bond Between Sports Brand And Sports In Jinjiang

September 19th, in

From Kong Linghui, Jinjiang began to speak "endorsement wind".

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.

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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.

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[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.