From Entertainment To Sports XTEP Step By Step Casting Brand

How to build a strong brand?

How to become a strong brand?

It's a question that every business decision-maker thinks day and night.

From the perspective of brand marketing, the status quo of international famous brands running around the world and wantonly shouting tells us that the traditional marketing era of "wine pilgrim" has gone forever.

The consequences of "being unknown to a boudoir" can only be engulfed by the tide of the market.

Therefore, more and more enterprises in China realize that there should be good marketing strategies.

Only by actively establishing emotional appeals, product appeals and brand appeals with consumers can they become the protagonists in the market.

This includes XTEP based on the marketing model of sports and entertainment.

In 2001, XTEP began to enter the domestic market of China. In just three years, it achieved amazing results at very fast speed. In 2003, sales revenue was 600 million yuan, and sales revenue in 2004 reached 800 million yuan. XTEP management was more confident that it would achieve 1 billion yuan in 2005 sales.

Recently, XTEP has been playing the sports marketing war by the ten games.

Not only did sales increase sharply, but also huge intangible returns were obtained, including brand gold content, brand awareness, market share, business opportunities in Beijing Olympic Games and so on.

Today, XTEP has developed into a strong brand of sports products in China, creating the leading brand of China's casting industry.

It is easy to find out the brand positioning of XTEP's products in recent years.

First of all, XTEP uses a high price of 4 million 500 thousand yuan a year to launch Nicholas Tse, the artist and the image ambassador.

Subsequently, there were several feats of Nicholas Tse's loyal fans who were mad at XTEP sports shoes all over the country.

At the same time, in the depth of cooperation with the spokesperson, XTEP also set up a special team to work closely with the emperor to carry out tracking and promotion.

Every time Nicholas Tse visited the mainland, there was a sign of XTEP signing.

Over the past three years, more than 20 major cities in the country have launched a massive promotional campaign to make XTEP's brand image recognized by XTEP's target consumers.

Undoubtedly, as the core leader of the "X generation", Nicholas Tse's rebel, personality and fashion temperament make XTEP's brand image of "avant-garde, fashion, individuality, leisure and freedom" deeply rooted in the hearts of the people.

After Nicholas Tse's success, the TWINS singing combination of youth, vigor and vitality, BOY's Z portfolio with special influence for customers under 18 years of age has become the spokesperson of XTEP brand.

At the same time, Nicholas Tse, TWINS and BOY 'Z's mainland marketing activities have also become XTEP's fixed PR promotion resources.

This multi star three-dimensional endorsement way enables the "X generation" camp members to expand continuously, the influence of different stars drives individual needs of different target markets, and ultimately leads XTEP's personality, fashion and unique brand image into the hearts of the target consumers.

In fact, XTEP is the first sporting goods brand to adopt entertainment marketing in China, and has always been positioning itself in the fashion sports brand.

And brand spokesperson is just one of its entertainment marketing performance.

In order to meet their target consumers - 13-25 years of age - the preferences of young people, XTEP products are bold in color or design, and launch their own thematic concept products every quarter.

Such as: wind fire, cold blooded passion, blade, holy fire, pioneer, 04 fun.

The integration of fashion elements into product design not only caters to the customer's desire for fashion and personality pursuit, but also extends the brand connotation of XTEP's "fashion campaign".

At the same time, XTEP also collaborate with many entertainment and fashion media including Hunan TV's "happy camp", "entertainment unlimited", "Golden Eagle Star", "Oriental entertainment satellite", "light star" and light media.

Today, XTEP has used entertainment marketing to attack the sporting goods market, and the practice of "entertainment", "Sports" and "fashion" has been deeply rooted in the hearts of the people. It has achieved the goal of the collective marketing of consumers, and has established the core values and brand belonging of the "X generation".

Returning to sports, competing for the ten sports meeting, of course, for an enterprise, brand positioning is the baseline that must be considered when formulating a brand marketing plan.

Only when the brand positioning and development strategy are highly consistent, marketing activities can form the greatest resultant force with the brand, which is the basic survival rule of the brand.

"Building China's first fashion sports brand" has always been the development goal of XTEP.

However, after analysis, XTEP believes that although XTEP has been committed to sponsoring extreme sports, three national basketball matches, three regional basketball matches and national street dance competitions for many years, XTEP's image is still in fashion, while its sports image is somewhat vague.

Therefore, XTEP decided to seize every opportunity to establish a strong brand image of its sporting goods industry.

The high-end event marketing has always been a sharp weapon for enterprises to expand the market and promote brand image.

2008 is an opportunity for China and China's sports industry, as well as a great opportunity for the business community to get enormous opportunities.

As the ten Olympic Games of Beijing Olympic training ground, it is undoubtedly a passionate and happy sports event. It is the best platform for the whole nation to enjoy sports, enjoy sports and enjoy enthusiasm.

The pursuit of XTEP's "non general feeling" brand concept is also a desire to make people enjoy sports. This is undoubtedly a spiritual common ground with the ten sports meet.

Therefore, the ten sports meet will not be easily let off by XTEP, which is highly commercially sensitive and familiar with sports marketing.

As a result, when XTEP has not made any preparations for international brands such as Nike, Adidas and many domestic brands, only half a month has passed the whole process of negotiation and signing with Superman's boldness. In October 2004, it invested 16 million 200 thousand yuan in huge sum with the ten games to become the League under the city. It became the first and only partner in the sporting goods industry to sponsor the ten sports meeting.

Not only won the "ten games special products" title, the ten games badminton tournament single event naming rights, but also for the games Fujian delegation, the Xinjiang delegation, the PLA delegation, Jiangsu delegation and so on to provide exclusive award equipment.

With the combination of the two "sword", the first brand of fashion movement was followed. XTEP then used the exclusive ten movement resources and its usual way of entertainment marketing to raise a storm on China's land.

In the early days of the ten sports meet, XTEP invested 50 million yuan to launch a large-scale promotional campaign of "ten rounds of XTEP and XTEP" in the XTEP ten sports meeting store across the country.

Finally, 500 lucky people were selected to form a cheer group to participate in the opening ceremony of the ten sports meet, and had the opportunity to meet closely with the image of XTEP, the emperor Nicholas Tse, in Nanjing.

XTEP's sports and entertainment marketing strategy has once again brought a great shock to China's sporting goods industry.

The scenery at the ten sports meeting is so limitless that people feel the "non general feeling". According to the survey statistics, the athletes from the PLA, Fujian, Ningxia, Jiangsu and Xinjiang, who receive the award from the athletes' prize taking equipment, are up to XX times, and won the champion XX times. XTEP has undoubtedly become the biggest attraction of the ten games' winning stage of the XX.

Besides, from the referee, volunteers, athletes to the members of the support group, XTEP products are almost everywhere in the arena.

In parallel, sales of XTEP products in various stores are also good.

During the ten games, sales of XX, XX and other shopping malls in Nanjing reached XX, up by X percentage points over the same period last year.

Compared with Lining, Anta and other brands, sales volume was also higher than XX and XX respectively.

In fact, in addition to the tangible returns, XTEP has gained a steady stream of intangible returns, such as brand image building, Jiangsu's market share and visibility, and Beijing 2008 Olympic Games business opportunities.

Undoubtedly, XTEP is the biggest winner of the ten games.

The success of XTEP's ten way marketing proves again that sports and sports itself are cross border fashions.

Ten marketing promotes XTEP's "fashion, personality" brand image and brand personality.

There is no doubt that XTEP has left many competitors behind, from a single fashion sports brand to a fashionable sports brand, and the brand value has been rationally restored and sublimated.