361 Degree Asian Games Marketing: Knocking On The International Market With 600 Million Yuan

On January 10th, the Guangzhou Asian Games and Asian Paralympic Games have fallen.

The Asian Games have been abandoned, and the number of the "complete medal list" has been fixed.

Different from the past, Guangzhou Asian Games has become the distribution center of Chinese brands.

In addition to occupying the top spot of the Asian Games gold medal list, the top 15 brands ranked more than 1/3 of China's sports brands.

It is not hard to believe that Feng Shuyong, the head coach of the Chinese track and field team, estimated that the number of Chinese sportswear in the Asian Games may exceed half.

On a professional sports portals in China, the "gold medal list of brand Asian Games" is full of novelty.

This Asia's highest level comprehensive sports event has once again become a platform for brand marketing competition.

At this Asian Games, Chinese brands have brilliant ideas.

600 million, what is to be paid? What is the most interesting issue for the industry?

Take the international big event sponsorship route 361.

In recent years, with the wide attention of sports events, Nike, Adidas and other international giants have also achieved good marketing results through sponsorship events.

And the Asian Games held at home is undoubtedly the best opportunity for local brands. After the Asian Games, China has no major international sporting events in ten years, and 361 has seized this good opportunity.

Just like the major events we are familiar with, in the Asian Games and the Asian Paralympic Games, we can see that the 361 degree billboards and many international brands have appeared in the billboard fencing of each stadium, and occupy quite a waking up. Ahref= "http:// brand.cnxz.cn/kenol/" target= "_blank" > Kangnai is also very clear. It is also known that the 61 degree billboards are frequently appearing in the audience.

In fact, the 361 Asian Games marketing started before the competition.

At the early stage of the Asian Games, the 361 men attacked all levels and all aspects of the press conference, the Asian Games Strategic conference, the TVC, the torch relay and the "Asian road".

The remarkable torch relay is undoubtedly the best time to highlight the brand value, and the torch hand has become the spokesman for the 361 person.

Zhang Lin and other famous athletes, Alan Tam and other big stars, Wang Shi and other entrepreneurs and people from all walks of life wear 361 - brand clothing to convey the torch's pictures and news reports.

With the torch relay in the 21 cities above the prefecture level in Guangdong Province, the 361 Asian Games torch and the Asian Games torch had a whirlwind of the Asian Games.

The identity of the senior partner of the Asian Games also seems to open up a gateway to the world for 361.

361, Asian Games marketing: "green sheep" has the best communication effect.

361 of the Asian Games marketing, the most widely spread is undoubtedly up to 590 thousand of the Asian Games volunteers.

The smile of Asian Games volunteers is the best card of the Asian Games.

From the street to the stadium, they became a moving landscape in the whole city during the Asian Games.

361, the green and white Asian Games clothing for volunteers is also named "green sheep and goat".

This dress has also been praised by volunteers.

It is generally believed that this dress is "very spiritual" and "can reflect the spirit of volunteers".

Zhu Ailin is a senior student at Guangdong University of Technology. At this Asian Games, she served as a volunteer for the Guangzhou cricket stadium to receive Chinese and foreign journalists.

For the 361 Asian Games equipment provided by Zhu Ailin, the equipment is very comprehensive, from all kinds of jackets, trousers, short sleeves and long sleeves to T-shirts. Besides, there are also hats, waist bags, water cups, even socks and shoes.

She thought the quality of the clothes was very good, and she gave them to her mother.

Hats, cups and purses are also very practical and are intended for future travel.

She said she would put this suit together and collect it with the memory of Asian Games later.

Lin Haining is a social volunteer in Tianhe District.

During the Asian Games, he and other volunteers wore 361 dresses to the streets to serve the Asian Games.

As for the clothes to wear for volunteering every day, Lin Haining says that he is very comfortable and eye-catching, and can feel the spirit of volunteers very much.

He said that the clothes will continue to wear later, because it is very meaningful.

He thought the sport suit of 361 pairs was very good and the comfort degree was relatively high.

For 361, volunteer equipment sponsorship is undoubtedly a successful marketing.

This Asian Games has made the whole Asia and China remember the "green sheep and sheep" of Guangzhou. Their warm service and sincere smile are the best interpretation and propaganda of the slogan "Asia more than one love" put forward by 361.

The technical content of sportswear is highlighted by professional standards.

While providing high quality and high cultural value added equipment for the torch bearers, volunteers, officials and referees of this Asian Games, the 361 also highlights its professionalism as a sports brand.

361, the 7 Chinese national team has provided professional sports equipment. For this reason, 361, integrating the internal product development team to join the KDU team of the top designer of the sportswear field in the United States, focusing on the functionality of the clothes, so as to help athletes play a better competitive level.

The Chinese women's handball team has won the first Asian Games gold medal in the history of handball, wearing 361 matches, and achieved a historic breakthrough in Chinese handball.

It is understood that at this Asian Games, the Chinese handball team's match equipment is all developed by 361 degree professional research and development.

It has all-round flexibility.

Ding Yijian, a scientific coach of the Chinese handball team, told reporters that handball is a highly confrontational sport. It requires high flexibility, explosive power and endurance. Therefore, handball matches should be worn with special hand tennis shoes.

He told reporters that the usual training team members wore 361 degrees, he thought that the 361 degree sponsored equipment was good enough to help them win the championship.

It is learnt that, apart from building seven Asian teams for China's 361 national teams, 361 degrees also provided 42 professional competition equipment for the Asian Games. These equipments have reached the international leading level in many aspects such as warmth, ventilation, thermal insulation, sweating, reducing wind resistance and reducing friction.

While focusing on the professionalism of the equipment, 361 degrees also incorporated the concept of "Green Asian Games" into product design, and incorporated the development of environmental friendly green fabrics and tailoring processes into the plan.

The effect of communication is not enough for the foreign champion to wear 361 degrees.

As a Chinese national brand, the 361 degree has become the official sponsor of other nine countries in Asia under the guidance of "passion and harmony," and has promoted the friendly exchanges between China and Asian countries.

The 361 degree sponsorship list includes Philippines, North Korea, Kampuchea, Maldives, Laos, Indonesia, Malaysia, Burma and Brunei.

Burma rattan team members are wearing 361 degree equipment to win the gold medal in the double event of rattan ball.

The 361 degree sports equipment designed for Asian countries fully embodies the cultural characteristics of all countries. 361 degrees combined with the national emblem, national flag, totem and other elements, specially designed the works with deep national imprinting for them.

Take the Asian Games equipment in Laos as an example: creative culture comes from the elements of rice in the national emblem of Laos. It symbolizes the industrious, plain and loving attitude of Laos, and shows the enthusiasm of athletes in the arena.

361 degree, through the artistic modification of Rice Panicles, the popular wave points are combined with streamlined lines, and the image dynamic jump gives people a satisfying visual effect.

In addition, modern and gradual pop elements are added to show the athletes' mental outlook.

But for athletes, they may be more focused on games.

When a reporter asked whether the swimsuit worn by the Burma women team was "madeinchina" after winning the rattan ball, the champion smiled and shrugged her shoulders and answered, "I don't know. This is not what I bought."

It can be seen that although the design in the early 361 years is very attentively designed, foreign athletes do not even know what brand it is because of the lack of publicity. Though promoting cultural exchanges, it may be of little significance in terms of their marketing.

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There is no product experience museum marketing is not in place.

As a report and disseminator of the Asian Games, the Asian Games journalists also received a gift from 361 degrees: reporter bag.

But journalists are always fastidious. Xu Tao, Nanfang Daily Asian Games reporter, evaluated the package as "very earthy, but very practical."

It may be a bit unfair to say that this bag of soil is just an ordinary black schoolbag, but it is practical and strong enough, and the interior bag design is very reasonable, especially the design of the computer interlayer is very intimate. It is very suitable for every reporter who runs around with a pile of computers, data, interviews and records. So the utilization of this schoolbag is very high.

What is a fly in the ointment is that as a senior partner of the Asian Games, the reporter did not see any 361 degree Experience Hall in the main media center, nor even saw the billboard.

The volunteers of the media center's main service desk told reporters that a few days ago someone wanted to buy shoes with a pair of 361 degrees, but the result was not found.

In fact, the media as a publicity channel for the brand is a resource that needs to be vigorously striving for.

At this point, 361 degree seems to be somewhat insufficiently understood and invested too little. If the Asian Games are going on both in sponsorship and media advertising, such as opening the experience centre in the media center, organizing some thematic activities during the Asian Games, inviting the media to participate, and at the same time, putting some soft text ads in the media to match the events, perhaps it will get twice the result with half the effort.

There is still a long way to cultivate brand loyalty.

In order to understand the marketing effect of 361 degree, the reporter specially visited one hundred young people in Guangzhou on the main battlefield of the Asian Games.

More than 90% of the young people who were on the streets in Guangzhou said that they had increased their awareness of the 361 brands through the Asian Games. They knew and entered about 40% of the stores, while only 361 of the 361 products actually bought.

It can be seen that the emphasis on strong publicity is of great help to enhancing brand awareness, but it does not necessarily enhance consumer loyalty to the brand.

Nike, an international sports brand, worked hard for many years to establish brand loyalty in the hearts of young people and become an integral part of youth culture and a status symbol.

So far, in the United States, up to 70% of teenagers dream of having a pair of Nike shoes, and consumers around the world feel very proud to wear Dai Nike.

361 degrees, it is still a long way to build brand loyalty and realize the dream of internationalization of national brands.

361 degree to the Asian Games audience's letter

Dear Asian Games audience:

When you saw this letter, we just made a very difficult decision. Before the end of the Asian Games in Guangzhou, we decided to mark 361 degrees in all Asian Games and competitions. We knew that it would cause some inconvenience for you to watch the Asian Games. We sincerely apologize to you.

In the past eight years, 361 degrees has been fortunate enough to accompany you to grow. We look forward to continuing our journey with you in the coming days.

361 degree card:

Company name: 361 degree International Limited company headquarters: Fujian Quanzhou was founded in 2003: main business: manufacturing and trading sporting goods in China, including footwear, clothing and accessories, etc. slogan: one more love for president and executive director: Ding Wu listing time: at the end of July 2009, listed on the Hongkong stock exchange, code 01361.

Listed on the market, the value of the family of 361 yuan has risen to 4 billion yuan.

Sponsorship events:

Xiamen International Marathon, Chinese College Basketball Super League, National Diving Championships, Jinmen marathon, Zheng Kai International Marathon, China Table Tennis Club Super League, Guangzhou 2010 Asian Games

361 degree sports sponsorship is incomplete:

In 2004, the advertising of the Athens Olympic Games was RMB 40 million yuan; in 2005, it officially signed the CCTV sports channel "entertainment basketball" for three years, and accumulated more than 60 million yuan RMB. In 2005, it became a sponsor of the Xiamen International Marathon and invested 24 million yuan in the three consecutive years. In 2006, it spent 125 million yuan to become the only partner of sporting goods that was broadcast live from 2007 to 2008 in the CCTV. In 2008, it cost 150 million yuan to become a designated supplier of CCTV sports channel clothing, and became a senior partner of Guangzhou Asian Games, accumulatively invested more than 600 million yuan in the Asian Games.