China Sports Brand Gathered In Shenzhen Universiade

In every major international sports event, there is a "brand war" in addition to the athletes struggling bravely and the news media competing with each other. In this special competition that can not be seen in smoke, the international brand Always in the lead position. But in the new Olympic cycle, more and more domestic brands appear in people's eyes and are gradually accepted and accepted by people.

In recent years, especially after the Beijing Olympic Games in 2008, the sportswear and footwear industry is no longer the international sports brand dominating the world. We see more and more domestic sports trademarks, such as Lining, Anta, Kappa, PEAK, 361 degrees... More and more domestic sports brands are active in the public view. From sponsoring popular sports events to inviting famous athletes from home and abroad to speak, the strong rise of domestic sports brands is changing the pattern of foreign brands monopolizing the market, which is most vividly reflected in the Universiade in Shenzhen. In this college sports meeting, the international brand is still in existence, but the Chinese national brand is overwhelming. The Chinese brand represented by 361 degrees has almost sponsored the clothing of most countries, and the Universiade has sounded the assembly number of China's sports brand.

The rapid rise of Chinese brands has led to this. market It seems that it is gradually becoming more and more prosperous. At the Shenzhen World University Summer Games, this trend has reached a peak: according to incomplete statistics, in a total of 152 countries and regions, the number of Chinese brands sponsored by various forms reached 32, accounting for more than 20%. So many Chinese brands occupy the place in the Universiade. They hope to use this platform to start their own brand reputation and extend their feelers to a wider world. However, it is an indisputable fact that the story of "winning the first World War" by a successful marketing campaign in the past will hardly happen. The eyeball effect can not make Chinese brands have more room for development.

　 Domestic brand "win" Universiade

According to incomplete statistics, the number of delegations sponsored by Chinese brands reached 32, accounting for more than 20% of the total. Chinese brands played a beautiful breakout in the Universiade in Shenzhen. They broke through the monopoly of European and American brands in one fell swoop and became a different scenery in the Universiade.

　　 The threshold is inversely proportional to the exposure rate.

When 361 degrees, Jordan sports, XTEP, PEAK, Lu You, Mei Ke, Adi Wang, Bing Jie appear on the athletes' clothes and shoes of various countries, Chinese brands undoubtedly become a visual focus of this Universiade. The threshold is relatively low, good start, but the exposure rate is relatively high, can cause strong eyeball effect, is the biggest intention of Chinese brands to the Universiade.

Zhao Feng, director of the 361 degree sports marketing center, told reporters a comparative figure. Under the premise that the brand sponsorship of the Asian Games and the form and content of the Universiade are not too large, the cost of sponsorship, the cost of equipment provided and the cost of marketing are about 600 million yuan, while the latter is 150 million to 200 million yuan. "Relatively speaking, the threshold for entering the Universiade is lower."

The threshold is relatively low, but it can cause a lot of attention, which makes many Chinese brands hope to get a share in the Universiade. Huang Tao, deputy general manager of Jordan sports Limited by Share Ltd, believes that those international first-line brands are more focused on how to enhance the brand's goodwill so as to better form the concept of the first mention rate of leading brands in the minds of consumers, while most domestic brands need to do more articles on knowledge. "The Universiade meets the needs of many Chinese brands, including us."

The following table is sponsored by Chinese brand.

Brand countries

361 degrees 16 Bulgaria, Belarus, Sweden, Czech, Holland, Mongolia, Poland, Singapore, Serbia, Germany, Italy, Philippines, Jamaica, Lithuania, Switzerland, Belgium

Jordan 2 China Russia

PEAK 3 Uruguay, Serbia, Africa

XTEP 3 USA, UK, Korea

Merck 3 Slovenia, Ireland, Kenya

Adi Wang 3 Norway, Hungary, Panama

Lu You 1 Spain

Shanghai ice dress 1 North Korea

　 More stepping stones for world events

The main purpose of the Chinese brand sponsorship Universiade is not to earn much money, but rather to become a "brick for more world events". Zhao Feng said, "the stage of Chinese brand is a world event, but you can't enter the market without knowing your brand name or knowing it."

As a "small Olympic Games", the Universiade is an opportunity for Chinese brands to gradually realize their internationalization strategy. A more obvious example is that the XTEP brand sponsors the US and British delegations. This is not possible in the Olympic Games and World Championships, but the elite line has become a reality in this Universiade. Ezi, vice president of XTEP China Limited, told reporters that it was the right time to do the right thing at the right time. "In fact, it is not impossible to sponsor some high level sports teams in the Olympic Games and World Championships. The Universiade is just an attempt, and we should continue to follow this road. " {page_break}

　　 The story of "First World War" is hard to happen again.

At the 2001 Beijing World University Games, the Li Ning Co sponsored the Russian delegation exclusively. This is the first national brand sponsoring the whole foreign delegation in the history of Chinese sports. In recent events of the Universiade, the names of Chinese brands are more and more. They also want to get more fame and reputation in the world with this platform, and even become famous in the first World War.

Yi Jiandong, a famous Chinese sports scholar, holds that under the condition of relatively stable distribution of international first-class brand market, most Chinese brands want to enter the ranks of first-class brands. It is still more difficult. However, with the help of the Universiade, the ladder of Chinese brands to the international high-end platform can be exposed to other countries' sports organizations and athletes on the premise of low cost, which has accumulated some experience for them to realize the internationalization strategy in the future. But if we want to quickly claim the reputation of our own brand through a competition, it is basically impossible for China's sports market to be relatively crowded and the competition brand is still increasing. Yi Jiandong believes that relying on the exposure rate and eyeball effect is difficult for Chinese brands to get more room for development. "Chinese brands should work hard in the following three aspects: core technology, intrinsic attributes and main direction of attack, but at present, Chinese brands are relatively weak in these three aspects."

　 Take advantage of the Universiade promotion period

Buy sports clothes quickly.

Some time ago, Lining, Anta, 361 degrees and other domestic sports brands in the fourth quarter of 2011 orders will end, the major brands have been released after the meeting, will start from the fourth quarter of the new round of price increases, footwear products rose between 7%-10%, clothing prices will also rise by about 17%.

Recently, reporters visited several sports brand stores in Baoan, Shenzhen, and found that many stores still sell promotional messages such as "welcome to the Universiade, big sale", "buy one get one free" and "clearance 70 percent off". In the new sports cycle of the Universiade, the Universiade will surely lead to a new round of hot selling of sportswear. Therefore, even if the major domestic sports brands are faced with the dilemma of declining profits, in the Shenzhen market, with the easterly movement of the Universiade, the domestic mobile brands will continue to maintain a discount sales promotion in order to seize the market.

But how long will this "price cut" last? It may be hard to say after the "Universiade fever". After all, in the wake of the domestic sporting goods industry, the fact that China's sports shoes and sportswear manufacturers will face a severe future will not be able to conceal the fact that profits are falling. Manufacturers are also trying to make a profit with all kinds of games, but now they are in trouble because of the excessive expansion of their retail and wholesale business, which makes the sales of domestic sports brands in future have variable.

Reporters learned that in Baoan, Shenzhen, most of the domestic sports brand store salesperson said that at least not yet received the price adjustment notice, but almost invariably believe that this year's price must be higher than the same period last year, a well-known sports brand salesperson told reporters, "this year everything has increased prices, clothing is no exception! You see, (she pointed to a pair of black running shoes), this is the new model in August, 50 yuan more than the previous group of similar running shoes." She also "reminded" reporters, "take advantage of the discount to buy it quickly, or immediately increase the price."