The Internet Has Become A New Battleground For Sports Goods Companies To "Go Underground".

Fight for new battleground

Reporter: the Guangzhou Asian Games has not yet been opened. A marketing war with no smoke and relatively fierce competition has been launched in the "off-site". In sports goods industry, there is a large number of new trends of network digital marketing.

Zhao Feng: after the Olympic Games,

At present, the "361 degree love home games" network activity is in full swing. This activity takes the Asian Games as the main line, and connects the sports resources of China's diving stars series, the Chinese University Basketball League matches and so on, which are currently 361 degrees.

Liang Jiesheng: no matter Olympic marketing or Asian Games marketing, many people think that "no money can't afford to play."

Although most sporting goods brand enterprises do not have the strong Asian Games advantage as Anta and 361 degree, but through some network resources integration, they can also share the Asian Games business opportunities.

For example,

Looking at the world

Or to pave the way for East Asia.

Reporter: Anta has joined hands with the Chinese Olympic Committee and signed a senior partner of the Guangzhou Asian Games at 361 degrees. All of them are looking for an excellent marketing opportunity to appear on the international stage.

But insiders believe that for Anta, 361 degrees and other Asian Games to help the international arena, its main goal is to point to the East Asian market.

Zhang Tao: together with the Chinese Olympic Committee, let Anta carry out the above mission with a higher platform and stronger support power, and will help Anta become a leader in China's sporting goods industry.

On the one hand, Anta's cooperation with the Chinese Olympic Committee helps Anta to devote itself to the popularization and popularization of mass sports; on the other hand, it also makes the masses more emotional and spiritual ties with the Chinese sports delegation representing the highest competitive level of the country.

The exclusive strategic partnership with the Chinese Olympic Committee not only marks an important milestone in Anta's brand development, but also helps to further consolidate Anta's leading position in the industry.

In the long run, this cooperation will help Anta's sustained growth and enhance its brand value.

Affected by this cooperation, Anta's operating income in 2009 exceeded 5 billion 800 million yuan, an increase of 27% over 2008.

I believe that the cooperation between Anta and the Chinese Olympic Committee will create a new era of deep cooperation and strong cooperation between China's Olympic cause and national sporting goods brand.

Zhao Feng: we are the first sponsorship of such events, without experience, but we are hoping to gain relevant experience through sponsoring the Asian Games and continue to sponsor international large-scale events in the future.

361. We believe that sponsoring the Asian Games will enhance our brand. We have also put the marketing vision on the East Asian market.

Following our visit by the Organizing Committee in the Middle East, we found that Lining's store had been opened locally.

In recent years, some domestic brands have begun to try to extend their tentacles overseas, but for 361 degrees, there are still a lot of homework to do before launching.

The domestic brand marketing of sporting goods has developed to another level: from product to brand, and then to culture, only with cultural fit can we truly grasp the psychology of overseas consumers.

Studying overseas culture, researching new markets and studying the psychology of different consumers are the main points of preparations before the 361 degree expansion abroad.

Cao Fanghua: 361 degrees became the partner of the 2010 Guangzhou Asian Games, and Anta became the partner of the Chinese Olympic Committee.

This is a competition for top sports marketing resources, and professional sports brand can further enhance brand image by integrating high-end sports resources.

The acquisition of sports resources is only the beginning. The marketing cost of Coca-Cola's specific investment is 3 to 5 times the sponsorship fee.

Therefore, we must promote the relationship between Sponsorship brand and sponsorship resources through large-scale marketing communication, so as to effectively enhance the brand's market identity through sponsoring resources.

Therefore, we can see that 361 degree, Anta and other enterprises obtain marketing communication through a large number of network marketing, on the one hand, because the main consumer groups of these brands have been concentrated in the network users, on the other hand, they must effectively enlarge their sponsorship marketing effect through network marketing.

Through the network marketing and target group communication, achieve the maximum value of sponsorship resources.