The Asian Games Will Be Closed With Passion &Nbsp; Let'S See The Characteristic Marketing Of Enterprises.

What's the difference between this year's Asian Games? The way of marketing is different.

360 degrees: huge sums of money for sponsorship

As a sponsor of the Asian Games, the brand LOGO is everywhere. The appearance of journalists is frequent.

The hat of a senior partner of the 2010 Asian Games in Guangzhou made the 31st degree a success in the Asian Games.

However, the arrival of this sponsorship has naturally invested a lot of money.

In December 2nd, the marketing strategy of Asian Games was released in Guangzhou.

Xia Youqun, chief operating officer of 31st degree, said that he spent 350 million yuan to become a senior partner of the 2010 Asian Games in Guangzhou, and the related marketing expenses associated with the Asian Games are expected to be between 200 million and 300 million yuan, which means that its investment in the Asian Games will be about 600 million yuan.

In the Guangzhou Asian Games, all sports teams and athletes sponsored by the national brand of 31st degree have achieved good results. Among them, the five modern Chinese teams and the cyclists are especially outstanding. The modern five teams have won 3 gold in all 4 gold; the Chinese cycling team is also crazy about 7 gold; the 361 degree sponsored Chinese women's handball team has first enjoyed the taste of the Asian Games champion.

At the Asian Games, the brand of the Chinese national movement, apart from sponsoring several Chinese teams, also sponsored the 9 Asian countries such as Malaysia, Indonesia, DPRK, Philippines and Kampuchea.

Asia's more than 31st degree advertising slogan has also become a familiar phrase.

Anta: catching the point of raising the national flag

As a provider of award equipment, Anta undoubtedly makes people feel closer to the champion.

At every award ceremony, we can always see the shape of Anta equipment.

At the sixteenth Asian Games, as a partner of the Chinese Olympic Committee, Anta's special award dress for Chinese athletes has been presented with the national anthem and the rise of the national flag again and again in front of the audience around the world.

It can be said that Anta has firmly grasped the favorable position of the Asian Games marketing competition by virtue of its relationship with the partners of the Olympic Committee.

As Ding Shizhong, President of Anta company, said, "the Guangzhou Asian Games is one of the most valuable competitions in our four years of cooperation, no less than the London Olympics."

He believes that at the Asian Games, Anta and the Chinese sports delegation mounted the podium together, which made Anta more closely related to the Chinese Olympic Committee and Chinese sports. Anta's image representing the essence of Chinese sports will also be further deepened.

This means that with the Asian Games this year's largest sporting event, Anta has further solidify the brand recognition base nationwide.

The Anta advertisement in the sports broadcast is also one of the marketing components of this Asian Games.

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Lining: details marketing is more colorful

Lining marketing is more detailed and athletes are interviewed.

The gymnastic team knew that the white T-shirt changed in time after winning, and the gesture taken by the athlete when he received the award, had done the detail marketing for the shoe and clothing brand Lining.

And this is the freshest way of marketing at the Asian Games, and the cost will be much less than the previous two.

"Though we lost the Uber Cup, just like Lining made this dress for us, we have always believed that we are NO.1."

After winning the team championship in China badminton women team, a member pointed to a domestic brand clothing he wore.

In order to take care of the official sponsor of the Asian Games, CCTV's live shot has been blocking the brand logo of the players' clothes with microphones, but it can not stop the players from thanking the sponsors two times in a row.

Scenes like this are appearing more and more in front of the audience. Sports brand advertising has been planted in the athletic field, and even in the interview of athletes, it has become an obvious "scenic line" of this Asian Games.

After the men's team won the championship, the players stood on the stage to receive the award in Anta's award dress, but after a few minutes, the players who appeared in the news hall were all changed to Lining's clothes.

During the conference, Li Yongbo, the coach of the badminton team, mentioned Lining repeatedly: "just like Lining's slogan," everything is possible.

Oh, forget Lining's current slogan is not this.

As we all know, Lining is China's badminton team's clothing sponsor, but the main sponsor of the Asian Games and the sponsors of the award dress are Fujian's brand.

Lining did not directly sponsor the Asian Games.

But Li Ning Co did not want to miss the chance to show their face at the Asian Games, so the badminton team they sponsored became the best platform to publicize the Lining brand.

If the team gets the money from the sponsors, they have to advertise for the sponsors, so we can see that the badminton team we mentioned before tried to advertise the Lining brand.

Apart from publicizing these brands on the athletic field, some famous athletes will also publicize their sponsorship brands through their own micro-blog, which is due diligence.

The ending is unpredictable and wonderful, which is Lining's hot advertisement during the Asian Games.

Analysis of sports marketing commonalities of shoes and clothing enterprises:

Advertising investment is a common choice.

No matter at other locations, shoes and clothing enterprises adopt the same marketing method, which is consistent in advertising investment.

First of all, it is necessary to have its own blockbuster advertisements and a loud slogan.

The competition for TV resources has reached a consensus.

Secondly, more shoe and clothing enterprises choose detailed marketing.

Anta let some athletes wear their own costumes to come to the stage to receive the prize, which is to seize the important details of the sports competition award ceremony.

And Lining's details are more in place. Gymnasts' practice and internal language are Lining's weapons.

Third, these marketing are busy athletes.

I don't know how many clothes the athletes need to change on the same day to meet the marketing requirements of the shoe and clothing enterprises. When they wear a match, they will wear a set of awards, and they may change to other clothes when they attend the press conference.