Sports Marketing Underlies &Nbsp; Sports Shoe Companies Enter The Age Of Heroes And Hegemony.

In March 17th, for the domestic sportswear brand, this is an era of hegemony and princes.

After a few years in the early years of the century, the Anta, XTEP, the noble bird, and the 361 degree...

A few of Jinjiang's enterprises are killing market encirclement. They are growing at an extraordinary rate.

At the same time, Nike, Adidas and other foreign strong brands continue to expand their share in the domestic market, and some new brands are eager to try.

They are all playing the role of their own leaders, secretly struggling, in the next few years, a sports brand industry shuffle is inevitable.

Du Meridian: "green" and functional counterparts

Lining, Anta, 361 degree, noble bird and many domestic and second tier sports brands have been moving the hearts of consumers deeply, which has changed the supply-demand relationship over time.

Compared with Nike, the quality of the products of domestic enterprises is not bad, but the price is only half of Nike, and the price performance is very high. More and more consumers recognize the domestic sports brand. Now the most urgent thing is to enhance the image of the domestic sports brand.

At the two sessions this year, the NPC deputies and CPPCC members in the textile field are everywhere in the motion on energy conservation, emission reduction and green and low-carbon. There is no doubt that the low-carbon economy has become the main theme of future industry development.

In fact, the theme of the textile and garment industry in the next five years has been locked in "green".

It is precisely under the call of the concept of low carbon economy that many domestic shoe companies and other domestic shoe companies have taken action, launched a low-carbon development strategy, and changed the way of business operation with the "green" concept, and achieved remarkable results.

It is understood that the "noble bird" in the spirit of "reduce sports injuries, improve the comfort of clothing, promote sports happiness" R & D core, so that the function of shoes richer and more human.

In 2011 spring and summer new products, the marathon ultra light running shoes create unique lightweight technology. The 3D injection molding and ultra-thin hot cutting technology are lightweight, thin, pparent and flexible. When reducing the use of leather materials, the whole surface is lighter. The big bottom uses environmentally-friendly materials, and its weight is only 52g. At the same time, it has a good ability to resist compression deformation and can provide lasting movement stability and energy consumption.

Functional fabrics have always been the focus of sports brand competition. In the field of clothing research and development, you are committed to the research and development of new functional fabrics, such as "ice gauze" fiber, imitation memory fabric, cotton like chemical fiber and so on, to meet more sports function needs.

For example, cotton like chemical fiber, which is mainly used for outdoor products, has the comforts of cotton material, soft touch, good air permeability, strong chemical fiber fabric, and "quick drying" function. When people are outdoors, they always wet their pants. This material can finish drying in a very short time, and can shorten the time more than 50% of normal fabric.

You want more people to join the team that advocates "low carbon and green travel", and convey the green life philosophy and determination in the way of practice.

"With low carbon thinking, we should use science and technology to guide enterprises' pformation and upgrading, and promote sustainable development of the industry. This is the demand for global economic development, and is also the direction for us to continue our efforts in the future."

Lin Tianfu, chairman of expensive bird, said so.

He also stressed that enterprises will use clean, low energy consumption and low pollution as the direction of development, seek solutions with upstream and downstream partners, create maximum value with the least raw material consumption, repay consumers with lower carbon, healthier and more fashionable products, make contributions to building a low-carbon economy and create a green and harmonious environment, and move towards "low carbon era" with "healthy" footsteps.

Ren channel: sports marketing surge

In the middle of 2010, the international brands such as Nike and Adidas were besieged by local sports brands in the middle of 2010. Their sales revenue in the Chinese market declined, while the Li Ning Co also experienced a wave of declining orders and closing stores.

The competitive escalation brought by the expansion of the market and the "ceiling" formed by the marketing upgrading need the sports brand to open a door in the Chinese sports market which is desperate for success.

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Anta, known as the engine of the domestic league, has not stopped the pace of domestic competition.

Anta has sponsored the sports equipment of the National Men's and women's Volleyball League in three consecutive years from 2004 to 2006, and spent 60 million yuan at 2004, sponsoring the Chinese basketball professional league tournament for three consecutive years, becoming the only designated partner of sports equipment in the CBA professional league.

In January 2006, Anta renewed its contract with CBA for 7 years. The cooperation between the two sides extended to 2012 and further deepened the connection between Anta and CBA.

From 2005 to 2008, Anta was the only designated partner of the sports equipment of the Chinese Table Tennis Club Super League.

In addition, Anta has sponsored 8 national competitions such as CX national extreme elite tournament for a long time. In a long period of time, Anta has been praised as the "domestic league engine". However, in recent years, Anta's sponsorship of domestic events has begun to face challenges from competitors from the same city.

In October 2007, XTEP signed a contract with the Organizing Committee of the National Games and became the first partner and designated sponsor of sports equipment signed with the Organizing Committee of the Eleventh National Games.

Previously, it was the only designated sponsor of the Tenth National Games equipment.

At this national games, XTEP also signed agreements with the Hunan sports delegation, the PLA sports delegation, the Shandong sports delegation and the Jiangsu sports delegation.

After XTEP's sponsorship of the National Games, there is "361 degree" signing senior partner of the 2010 Asian Games in Guangzhou, which is also of great concern.

Last year, 361 yuan was officially invested as a senior partner of the Guangzhou Asian Games (sports apparel).

From the National Games to the Asian Games, 361 degree seems to constantly promote the upgrading of sponsorship scale of domestic sports brands.

In June of 2009, Anta announced a cooperation agreement with the Chinese Olympic Committee. Anta became the partner of the Chinese Olympic Committee from 2009 to 2012. It also pushed the sponsorship of sports brand to the peak of history.

Sports marketing is the marketing of other industries with the aid of sports activities.

Compared with straightforward advertisements, sports sponsorship is natural and easy to accept.

Sports sponsorship is actually a kind of "soft" advertisement, but because advertising does not appear alone, commercial and utilitarian are not as obvious as "hard" advertisements.

Sports sponsorship communication targets are wide and targeted.

There are thousands of spectators and countless media audiences at major competitions.

Even if some local events, as long as the organization is good, the audience will be very enthusiastic, so it is very conducive to effective communication between enterprises and target objects, achieve twice the result with half the effort.

With the name of "black horse of domestic sports brand", the "noble bird" has begun to rethink its positioning and strengthen the professional sports route.

"The essence of sports is happiness, which is extended from professional athletics, so that the need for sport happiness can be shared by everyone."

In this regard, Zhang Yonghong, director of brand management center, said.

In 2011, the noble bird signed a contract with the Guangzhou Asian Games men's 100 meter champion and Lao Yi, a new Asian flying talent, to endorse the brand image.

In this regard, Zhang Yonghong pointed out that, from the perspective of sports marketing, track and field is a very big topic. If there are more powerful sports brands, they will make full use of track and field projects for brand promotion. At present, the resources of track and field events are relatively large brands in the world. However, the domestic track and field before Liu Xiang is always relatively small, and the attention of domestic enterprises is relatively small.

Track and field is not the first contact of the great bird. Actually, in 2005, it began to enter the field of professional sports, and formally signed up to become the IAAF's strategic partner and the only designated sports equipment manufacturer and sponsor.

This time, once again involved in track and field and Lao Yi cooperation, it is mainly the image of Lao Yi and the connotation of the brand, which fully embodies the organic integration of sports spirit of happiness and professional sports.

The increasing importance of sports brand in sports marketing in China represents the further maturity of the concept of Chinese brand promotion. The "enclosure movement" of this marketing resource also shows the strength of several brands in recent years.

In the next few years, the competition of brands in the competition resources will continue to maintain the advantages and disadvantages of each other.