Guangzhou Asian Games "Field" War &Nbsp; "Off Court" Shoe Enterprises Also War

October 27th, distance from Guangzhou

Land sea air multidimensional

If you want to become a partner of the Asian Games, how much will the company pay? Earlier, media reports said that the sponsorship fee of Guangzhou Automobile Group reached 600 million yuan, and Samsung Electronics and 361 degree sponsorship fees were as high as 200 million yuan. Although TCL did not disclose the specific amount, it was expected to exceed 80 million yuan.

In addition, partners also provide "cash equivalents" such as services and real objects, which are worth more than the amount of sponsorship.

It is understood that, since signing the Guangzhou Asian Games senior partner, Quan Yang 361 degrees continuously integrated international resources, creating 42 professional sports equipment for the Asian Games, and joined the Subcommittee to provide the high quality and high cultural value added equipment for the torch bearers, volunteers, officials and referees of the Asian Games.

Not only that, the 361 degree has become the official sponsor of the 7 Chinese teams of China's five modern national teams, China's national cycling teams, and the official partners of 8 Asian countries' Olympic committees such as Malaysia and Philippines.

According to Zhao Feng, director of the sports market center of 361 (China) Co., Ltd., as one of the senior partners of the Asian Games, 361 degrees are constructed by using multi dimensional synchronous construction of land, sea and air, which has already accounted for the Asian Games marketing opportunity to a certain extent.

During the Asian Games, the sales network of 361 degrees in 31 provinces and regions of the country, including more than 5900 authorized stores, will create a unique theme space image of Asian Games on the terminal image, so as to meet consumers' shopping needs and experience.

Since June this year, the company has also concentrated on the large-scale interactive activities of the Asian Games spirit in Sina, Tencent, SOHU, NetEase, mop and other well-known websites to preheat consumers' participation in next year's Asian Games.

On the 500 day of the Asian Games, the "Princess of the broad Princess", which was loaded with more than 20 Asian countries, slowly sailed into Hongkong for the 2010 Asian Games in Guangzhou. 361 degrees used the maritime Silk Road to publicize its own brand in the 45 countries and regions visited, and brought more fame to itself.

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R & D to enhance brand image

On the 18 day, jointly sponsored by the Anta Sports Products Limited and the Chinese Olympic Committee, "this moment is China" - the handover ceremony for the Chinese sports delegation of the sixteenth Asian Games was held in Beijing.

As the strategic cooperation partner of the Chinese Olympic Committee in 2008~2012, the new Asian Games award equipment provided by Anta for China sports delegation has 30 categories, including the award dress, the award shoe, the round neck short T, the pull rod box and so on.

It is understood that the award winning equipment of the Chinese team of the Asian Games has fully demonstrated the professional design standards and scientific and technological strength of Chinese enterprises. For example, the award winning coat has highlighted the stereoscopic feeling of the Olympic flame through the laser heat fitting technology, and has embellished the spirit of the fire with the gold ornament. The whole element pattern has been fully presented through the back side bronzing process, plus the technology of moving the seal on the front side of the facade to form a perfect match of different elements, different angles and positions.

On the award winning shoes, Anta's unique palm elastic adhesive and TPU protection device are used to make the sports performance better.

Anta is also a strategic partner of China's water sports team.

Zheng Jie, executive vice president of Anta, said that water sports have long been known as "water aristocrats". They have higher requirements on the professional performance, technology content and material quality of sports equipment, so the previous water sports team has been using a full set of imported equipment. This cooperation with Anta is the first localization of the equipment for the water sports team, which fully confirms Anta's strength in designing and manufacturing sports equipment.

Find a match point to fight ambush.

Reporters learned from the industry in Quanzhou that many sports brands have been prepared for the Asian Games to be pure spectators, or they are still looking for the meeting point of the successful intervention of enterprises, hoping to play a skillful ambush.

Insiders say that in sports marketing, obtaining sponsorship rights is only the beginning. After receiving the rights and interests, enterprises will invest in matching advertising budgets to spread advertisements and disseminate brand image.

CCTV, the only right broadcaster in the mainland, has become the preferred platform for many Asian Games marketing.

Among the dozen industries already signed by the Guangzhou Asian Games, Wang Laoji, Samsung, TCL, GAC TOYOTA, 361 degrees and so on are the representatives of various industry customers and CCTV to launch the Asian Games marketing cooperation. Wei Jizhong, senior president of Beijing Olympic Organizing Committee, President of the Beijing Olympic Economic Research Association, said that the marketing of the Asian Games is definitely not feasible.

In today's such a

In the era of "information explosion", there are more and more media, the audience of unit media is decreasing, and the ratio of input to output of advertising is too low. On the other hand, simply putting the logo of Asian Games and the logo of their own enterprises together to advertise may create an illusion of "sponsorship of Asian Games and prices of products".

"As an enterprise, the Asian Games marketing strategy is to link Asian Games spirit, brand connotation and consumer demand, and seek market opportunities.

As an enterprise that aims to enhance brand value through the Asian Games in Guangzhou, its brand concept must be consistent with the theme of the Asian Games of "passion and harmony" in Asia, "said Sun ran, a master of communication science and a senior consultant at Tsinghua University.

At the same time, "Asian Games marketing is the process of brand recognition, and the product sales of enterprises is a long-term process. Sponsorship rewards need to go through a long period.

Therefore, enterprises should take the Asian Games marketing as a stage or strategy, and plan and advance them into the whole marketing strategy system and steps in order to succeed.

According to introducing, Samsung's experience in sports marketing is worth learning from.

As a long-term sponsor of the Olympic Games and the Asian Games and other top international events, Samsung is the most rewarding enterprise from sports marketing, and is also regarded as the benchmark of sports marketing.

After years of sponsoring the Olympic Games and other major sports events, Samsung has formed a complete set of marketing system.

Moreover, after each Olympic Games or the Asian Games, Samsung will spend a lot of manpower, material and financial resources to evaluate the impact of Samsung brand trust, and adjust the marketing strategy through a comprehensive evaluation model.