Jinjiang Outdoor Road Exploration Featured Event Marketing

A few days ago, the Mount Huangshan International Triathlon Intercontinental Cup ended in Tianlun Tian cup.

According to the introduction, on the day of the competition, athletes from home and abroad clothes The logo of Tianlun Tianshan peak is particularly prominent. From the 5 live broadcast of CCTV to the late dissemination of various videos and portals such as potatoes and Youku, Tianlun has earned enough attention.

In fact, apart from Tianlun Tian, several outdoor brands in Jinjiang also took a look at the special events: Sheng lion's brand, American lion lion, and gold coin, and signed the first China International camping competition to take the lead in grabbing the most powerful marketing resources. With the name of Jinjiang outdoor outfit, lad outdoor group's brand, St. Valentine, is a step forward in sports marketing, and has participated in sponsoring domestic university students to climb snow mountain activities for four consecutive years.

Whether the outdoor game marketing can bring an effective communication effect to the outdoor brand of Jinjiang and enhance the brand awareness is still to be proved. On the other hand, the shortage and immaturity of outdoor sports events resources also restrict the process of outdoor brand marketing to some extent. In bundling brand and event resources and cultivating excellent sports resources, Jinjiang outdoor products brand is a long way to go.

match Marketing Outdoor brand

High degree of agreement

"In fact, outdoor sports events and outdoor activities. Sports products Having close ties, cooperation with all kinds of outdoor sports events is the best brand publicity channel for such products. The lions have been trying to find opportunities to cooperate with other international competitions to promote the brand. Xu Rongsheng, general manager of Sheng lion sporting goods Co., Ltd., said straight to the point.

Xu Tengda, general manager of Tian Lun Tian outdoor products company, thinks that the outdoor products of Tianlun Tian are also consistent with the keynote of the International Triathlon World Cup. Swimming from water to bicycle and outdoor cross-country race, whether athletes or spectators, are inevitably overlapped with consumers of Tian Lun Tian brand. Therefore, we are seeking Tianlun Tian to achieve brand upgrading from the aspect of sports marketing. Cooperation with Mount Huangshan is also a natural match.

Compared with the sponsorship of extreme, expeditionary and competitive outdoor sports activities, San fried said it would be more pragmatic to invest resources in the outdoor mountaineering events of university groups, not only to solve the problems faced by the current domestic outdoor development, but also to match the outdoor positioning of Saint Lai brand.

It has been revealed that every summer vacation is the most active time for outdoor activities and outdoor development of major outdoor associations in Colleges and universities. Outdoor clubs in Colleges and universities are also starting to contact with outdoor brands through various means to seek sponsorship. This summer, San Fred also locked four famous schools early. Tsinghua University mountaineering team climbed the II peak of queer mountain, the Fengyun community of China Agricultural University climbed the top of Sichuan peak, Beihang University and Nanjing University of Science and Technology climbed the Qinghai jade Mount Everest - sponsoring its mountaineering activities.

Quality outdoor sports resources

Very scarce

Although many outdoor brands in Jinjiang have begun to try the marketing of sports events, however, the lack of uniqueness and authoritative national large-scale outdoor events, to a large extent, have restricted the effectiveness of this marketing mode.

Xu Tengda told reporters that Tian Lun Tian has been looking for a large and influential outdoor event to brand the title.

If there is an outdoor brand event broadcast by CCTV, the outdoor brand of Jinjiang will surely swarm. There are also some well-known outdoor professional events in the industry, such as Chongqing Wulong outdoor mountain cross-country race, but the impact is limited, which means that the audience is relatively narrow, which is contrary to the outdoor positioning of Jinjiang brand.

In the eyes of the industry, outdoor brands are closely related to sports events and the development of domestic outdoor markets. Abroad, mountaineering, skiing, sailing have become the symbol of outdoor sports, but in China, outdoor sports are just beginning. The concept of outdoor promotion is not popular. How to combine some events to promote the rapid development of outdoor products industry is also a must for Jinjiang outdoor products brands.

The reason why sporting goods brands can quickly promote brand awareness by means of event marketing is because they have a group of mature events with high personal concern, participation and interest, which are the marketing carriers. In this way, the value of communication between brands and events will be twice as good as that of sports events. However, from the perspective of outdoor brands, the domestic outdoor quality events are still blank. Lad outdoor group camel brand always helps Chen Guiyuan think. {page_break}

Start from the region

Work together to create featured competition

It is understood that the international triathlon competition is a comprehensive sports event that completes three sports such as swimming, cycling and running. It is an official event of the Olympic Games. It has become one of the most attractive and commercial ten sports in the world today. Among them, swimming, bicycles and running are similar to Tianlun Tian promotion products.

Xu Tengda said that regardless of sponsoring any event, after considering the brand positioning and product promotion series, we can start from the region and create a brand competition with its own brand characteristics in the joint area. For example, Tianlun Tian's products running series and stream tracing series are synchronized with the triathlon sports events. This also provides a theoretical basis for Tianlun to consider sponsoring the Chengdu Railway Station and Guangzhou Railway Station of the China International Triathlon match.

"And what we are going to do next is to pass on the idea of Tianlun outdoor brand through the HuangShan Railway Station, Guangzhou Railway Station, and so on, and finally connect a unique concept of their own brand. In this regard, Xu explained that Tengda has repeatedly sponsored Mount Huangshan events, mainly because Mount Huangshan is actively building brand sports events, promoting the deep integration of sports and tourism, and accelerating the construction of modern international tourist areas with pleasant scenery, livable areas and suitable environment. Therefore, Tian Lun Tian hopes that after many times of cooperation with Mount Huangshan, there will be a deep interaction between bundles and promotion of events and brands.

XTEP's "running" marathon event is a successful example for outdoor products practitioners in Jinjiang.

Xu Rongsheng said that different scenes and different characteristics of the marathon fully integrated the concept of "running and loving XTEP". As running is a very popular event involving mass participation, with the gradual extension of the regional marathon across the country, XTEP has implemented the tandem operation of various urban areas, forming a nationwide large-scale running event, and its event resources are carved with a thick brand of XTEP brand.

"We can also do outdoor brands. For example, the Xinjiang international camping competition, which is now being done by the US lions, can also be promoted in the Quanzhou region. We build a camping base in Qingyuan mountain. Through the concept of regional outdoor sports promotion and product promotion, our consumers can feel the differentiated brand concept and usher in the double harvest of events and brand development in the process of participation," he added.

It is the common choice of many outdoor products brands in Jinjiang to promote the brand awareness quickly by using special events.