Shoemaking Began To Pave The Way For London Olympic Marketing.

With the opening of the sixteenth Asian Games last week, the sports brand took the opportunity to launch. Asian Games marketing Entered the critical stage. Athletes in the arena are struggling to fight, and the business battle outside the arena is booming. This is the movement after the Beijing Olympic Games. brand In view of another big marketing campaign of the same event, several big shoe companies have invested heavily, and some are still busy in making preparations for future London Olympic Games.

Eat in a bowl and look at the pot.

As a leading enterprise in the Quanzhou sports brand camp, the brand of Beijing Olympic Games two years ago had launched the marketing war by "curve entry into Olympic Games". Anta did not move too much in that year. Instead, it focused on the Chinese delegation in the next four years. Therefore, the Asian Games will be a sporting event held by Anta since its signing as a partner of the Chinese Olympic Committee in 2009.

In the words of Anta related personnel, China is the host country of the Asian Games and the number one gold medal in consecutive Asian Games. Anta The award will be accompanied by the rising of the national anthem and the rise of the national flag. It can be said that "Anta has firmly grasped the advantageous position of competition with the identity of the partner of the Olympic Committee."

"The Guangzhou Asian Games is one of the most valuable competitions in our four years of interest, no less than the London Olympic Games." Ding Shizhong, chairman and CEO of Anta's board of directors, told reporters. He believes that at the Asian Games, Anta will join the Chinese sports delegation on the podium, which will make Anta more closely related to the Chinese Olympic Committee and Chinese sports. Anta's image of the essence of Chinese sports will also be further deepened. This means that with the Asian Games this year's biggest sporting event, Anta will consolidate the brand recognition base nationwide.

For Ding Shizhong, after the first time that China won the gold medal list for the first time in the Olympic Games, the global vision of the Asian Games was focused on the performance of the Chinese delegation to spy on the trend of the 2012 London Olympic Games. Therefore, Anta will not miss this good opportunity and launch a comprehensive marketing offensive before and after the Asian Games.

One of Anta's leading players outside the arena is its signing athlete, 2008 Olympic champion Jin Ziwei. With excellent results and good appearance, the 25 year old Olympic gold medal winner of women's four men and two paddles in Beijing has become the first female standard bearer since China participated in the Asian Games.

On the market side, more than 7000 stores all over the country have been set up before the arrival of the Asian Games. The theme ads of the Asian Games, which are signed by Anta players, such as Wang Hao, tennis golden flower, Zheng Jie and Chinese rowing team, have attracted many passers-by in the shop. The winner of the "Olympic flame" as the theme of the Chinese sports delegation has been placed in the most prominent position in the championship of the.

"You can see that more than 7000 stores in our country have been replaced by the theme layout of the Asian Games." Zheng Jie, vice president of Anta, said: "the whole window shows our theme advertising display, our award dress for China Asian Games delegation, and the larger store has set up a special exhibition area for the Chinese Olympic Committee." Zheng Jie believes that they are using such a way to express the concept of packaging the whole brand with a holistic concept. Only in this way can the image of the shop be greatly improved to attract consumers into the store and see the whole merchandise display.

Before the London Olympics, Anta also had many Asian games such as the Asian Beach Games, the Winter Asian Games and the Winter Olympic Games, but there was no doubt that the Asian Games were the closest to the Olympic Games in terms of scale, influence and service difficulty. "We must accumulate this experience in order to serve the Chinese sports delegation at the more noticeable London Olympic Games, and also to achieve greater success for the enterprises." Zhang Tao, vice president of Anta, said.

Practice two equipment nine Asian players

Since becoming the senior partner of the 2010 Guangzhou Asian Games in 2008, the promotion focus of 361 degrees in recent two years has been put on the marketing of the Asian Games. As a senior partner of the Asian Games, 361 degrees will provide equipment for torch bearers, volunteers, officials and referees in this Asian Games. In addition, the 361 Asian Games also provided equipment for Asian Asian countries, namely, Philippines, Korea, Kampuchea, Maldives, Laos, Indonesia, Malaysia, Burma and Brunei. In order to fully reflect their respective cultural characteristics, 361 degrees combined with national emblem, national flag, totem and other elements, specially designed for them the brand of Asian Games with deep national imprint.

As the senior official partner of the 2010 Asian Games in Guangzhou and the global official sponsor of the Asian Olympic Games Council, 361 degrees designed 3610 limited edition commemorative shirts specially for promoting the Asian road of Guangzhou Asian Games. Along with the footsteps of the "Asian road", these commemorative sweaters were used as the precious souvenirs of Asian Games to the Olympic Committee of the countries to which they came. The 361 degree leveraging "Asian road" campaign, in depth of Asian countries to promote Asian Games and convey friendship, cleverly conveys the idea of "one more love", making the "Asian road" a "road to love".

In addition to increasing marketing efforts outside the field, 361 degrees also did not forget to borrow the special identity of their senior partners in the arena, and achieved a "zero breakthrough" in representing the Chinese sports brand in the brand experience Museum of the Asian Games. It is reported that with Samsung, China Mobile, Guangzhou Automobile Group and more than a dozen Asian Games partners' Brand Experience Hall, the 361 degree brand experience hall is the only sports brand experience Hall of this Asian Games. It is also the first Chinese Sports Brand Experience Hall in the history of Asian Games.

Practice three take the opportunity to implement the "western region strategy"

On the evening of 7 November 10, 2010, the sixteenth Asian Games soccer group A group competition launched second rounds of competition, China's Olympic games against Kyrgyzstan team, in the first loss of the ball, the Chinese team, with 4 minutes to make up the last time, played a kill ball to achieve "2 to 1" reversal. In addition to the impressive scenes of fans, the PEAK logo from Kyrgyzstan players is also noticeable. This logo is no stranger to Chinese fans who have long been concerned about NBA and other international basketball matches. However, in the Asian Games, PEAK's appearance on the football uniform does not mean turning from basketball to soccer. This is only one of the sponsorship ways of PEAK to six Western athletes.

Kyrgyzstan is one of the five Central Asian countries. Because of the lack of belligerent record with the Chinese men's soccer team before, it may be a bit mysterious for most Chinese fans. On the same day, they came to China with PEAK, a Chinese sports brand, which made the Chinese audience a bit more cordial and attracted more attention. For PEAK, who has always been concerned about professional basketball, this action has caused different conjectures in the industry.

It is understood that this time the Asian Games in Guangzhou, PEAK and six national sports delegations closely joined, including the Iraqi Olympic delegation, the Lebanese Olympic delegation, the Tajikistan Olympic delegation, the Palestinian National Olympic delegation, as well as the Iran National Basketball Association, Kyrgyzstan National Football Association.

For the Asian Games marketing campaign, a team of six delegations has been sent. Xu Zhihua, PEAK CEO, said: "with the high attention of the Asian Games, combined with the positioning characteristics of PEAK brand, we have continued a series of practices such as high effective investment, constantly improved matching, unified planning, etc., in order to strengthen the professional attributes of the brand, and also lay a foundation for PEAK to develop into an international professional sports brand."

Xu Jingnan, chairman of PEAK, recently told reporters that the six countries came from the "western region" of Central Asia and the Middle East, which is another layout of PEAK's overseas marketing development. "There are already many PEAK stores in the Middle East. We are expanding our agency in the Middle East, West Asia and other overseas areas, and the demand in the local market is very conducive to the development of sports brand. PEAK will continue to make efforts to leverage overseas competition resources and cooperation to pry the overseas market. " He said. {page_break}

Practice four sponsoring small ball events

Different from the above brands in sponsoring domestic and foreign national teams, another sports brand from Quanzhou has chosen its own way to sponsor eight training teams, match suits and award suits of the national pellet center.

It is understood that as early as in November 2006, the precious birds were formally allied with the China Sports Administration's small ball sports management center, becoming the eight Chinese national sports team's equipment sponsor. The company provides professional equipment and sponsors eight Chinese national teams to participate in the Doha Asian Games. Nowadays, the great bird has become the most popular sports brand for the Chinese national team during the Guangzhou Asian Games. The pellet items include golf, bowling, rugby, billiards, squash, rattan, cricket and throwing. Apart from throwing the ball, the other seven are all Asian Games.

In addition to arranging 28 Beijing Olympic events, the Asian Games has also set up 14 competitive events with Asian characteristics and mass basis. Among them, the cricket project was first introduced to the Asian Games, and the rattan ball in Southeast Asia has added the regional charm to the Asian Games, which will further promote the popularity and development of the ball sports. Lin Tianfu, chairman of the great bird bird, said: "the Asian Games convey a concept of participation. We should put the national sports in the center of the sports arena. After all, the Asian Games are a joyous gathering, not only for athletes from all countries to participate in the competition, but also the participants can feel the joy of sports and feel the passion of the Guangzhou Asian Games.

As the exclusive sponsor of the China national small ball sports team, this bird showed the new Asian Games special equipment to the public. There are more than 30 categories, including race clothes, T-shirt, T-shirt, sweater suit, short cotton jersey, drawbar bag and so on. In addition, you also produced a brand new advertisement. In the video you can see the costumes and strong sense of attack of the Asian Games sponsored by your bird. The content of the event is injected into the "spark" sparks of sports, such as golf, billiards, bowling and other sports.

Experts' opinions should match the overall strategy of enterprises.

The Asian Games is a sports feast in Asia. It is undoubtedly a huge business opportunity for every sports brand. No matter it is domestic or international brands, it has already prepared for the war ahead of time, delineating the official resources of the Asian Games Organizing Committee, the national delegations and the professional teams, so as to seize the opportunity. During the Asian Games, the industry experts pointed out the power of the effective operation of the event: with the help of the Asian Games' influence in the whole Asia region, the delegation of the enterprise signed the motion through the scene and TV pictures to win the popularity of the brand in the whole Asia, at the same time, it will also promote the development process of Chinese brand overseas market.

For all kinds of marketing techniques that are currently in full swing, experts warn: "sports marketing is the most taboo to follow blindly, and do not sponsor hot events without a purpose or direction. Whether or not it is compatible with enterprise strategy is the key." (