Domestic Shoe Companies Are Always Worth Tens Of Millions Of Sponsorship Of The Asian Games?

November 23rd, when the TV advertisements are being produced, there will be audience switching to the toilet or toilet.

Today, sporting goods manufacturers sponsor sports teams, which is not a new way of marketing, but this time in Guangzhou.

How many people wear Chinese goods? Feng Shuyong estimates more than half.

The first thing that attracted the attention of the journalists was a Mongolia player who participated in the men's 10 meter air rifle individual competition with Zhu Qinan in the shooting field on the second day of the opening match. His coach sat on the chair in the rear to supervise the battle, and the trademark of the Chinese brand "Jordan" on the T-shirt was very striking.

I had two words with the coach, but his English was not very bright, but he was very happy to say that he knew it was a Chinese brand and was beautifully designed.

As the game goes on, more and more Chinese are sponsoring.

Feng Shuyong, head coach of the Chinese track and field team, has noticed this. According to his rough estimation, the number of Chinese sportswear in the Asian Games may exceed half.

8 Southeast Asian countries such as DPRK and Philippines are the sponsors of the Fujian sports brand, with Jordan's package of three delegations from Kazakhstan, Turkmenistan and Mongolia. PEAK signed four countries including Iraq, Lebanon and Palestine, and provided equipment for Iran men's basketball team and Kyrgyzstan men's football team.

The team of these countries is not the leading role of the Asian Games in Guangzhou. In China, only in individual focus wars, such as Kyrgyzstan and China's Olympic team, the Chinese sponsors get the effect of marketing.

Why is it so popular to invite these foreigners to be models?

Why should foreigners be "models"?

"First of all, it's for foreigners."

Hou Lidong, manager of PEAK public relations, explained to the company's "western region strategy" at the Asian Games in Guangzhou.

The sponsors of PEAK choose to follow the overseas promotion route of their products.

Domestic consumers may not know that in Iraq and Iran, PEAK's stores have been rolled out.

Through the international television broadcast signal, the sports product marketing in the Asian Games arena is to advertise the local consumers watching the games.

Judging from the delegations sponsored by various brands, there is a distinct regional character. PEAK's focus is on the Middle East. Jordan is central Asia. 31st degree values Southeast Asia. This kind of "advertising" is pursued by a targeted regional dissemination effect, and the international promotion of products is set up, and the intention of dividing the international territory is obvious.

As to whether the advertising effect is good or not, it depends on the market reaction. They have great confidence in PEAK, who has already tasted the sweetness.

In 2007, they sponsored the equipment of the Iraqi men's football team. "At that time, I didn't expect Iraq to win the Asian Cup, and promoted the market very fast. After that, we sponsored their Olympic equipment."

The overall sponsorship cost of PEAK's involvement in the Asian Games is around 30 million yuan, and the amount of sponsorship for each delegation is a commercial secret. However, Hou Lidong said, "it doesn't cost much money."

In particular, it is not as cheap as a NBA B player to sponsor a single football club.

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More than ten years ago, PEAK sold shoes at the American fair. It sold for only a dozen dollars and no one wanted it. Now it can sell for 60-80 dollars and match with the international first-line brand.

The price of a Artest can be enough to wrap up a whole country's Asian Games team and take over the country's market.

Tens of millions of sponsorship fees are not worth it?

With the popularity of this form of sponsorship, the popularity of Chinese brands is high, and the added value and price of products are high.

In the future, there should be no more competition in the field, but also the quality.

Hou Lidong frankly said that in fact, many domestic sports brands have tasted sweetness in overseas expansion.

In the past 2004-2005 years, CCTV sports channel has been dubbed "Jinjiang channel". The prime time advertisements are almost all kinds of brand sports shoes produced by Jinjiang. However, from the appearance of a large number of overseas legions wearing Chinese brands in Guangzhou Asian Games, a CCTV-5 can't hold "Jinjiang shoes".

The saturated domestic sports market competition is a reference for future international business war.

Lining relies on the long-term package of the Chinese sports delegation to take the first step in the market. After becoming the oldest player in the country, he changed the international brand and preempted the two high-quality resources of Argentina and Spain men's basketball teams.

Now Anta has replaced Lining and the Olympic delegation of China for a long term partnership. PEAK, 360 and other identical brands can only search for space abroad.

The Asian Games is only a beginning. After all, it is limited to Asia. The market of Chinese enterprises is boundless. Obviously, the 2012 London Olympics is the battleground of China's sports brand PK.