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Quanzhou Sports Brand Prepares For The London Olympic Games &Nbsp; Avoids The Frontal Confrontation As Far As Possible.

2011/9/3 13:35:00 37

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Quanzhou Sports Brand Prepares For London Olympic Games

It will open at 20:12 on July 27, 2012.

London

The Olympic Games are now entering the annual countdown.

Athletes in various countries are actively preparing for the games, and a sports marketing war without gunpowder has also begun.

Although compared with Adidas, Nike and other international sporting goods companies, Quanzhou enterprises do not yet have the ability to become exclusive sponsors or first-line sponsors of the London Olympic Games. However, in the face of the Olympic Games' excellent carrier to shape brand influence, many Quanzhou enterprises will focus on sponsoring competition projects and teams, and enter in the form of "curve".

Sponsoring teams

"Since the group is a partner for the London Olympic Games next year, the cost of advertising and publicity in the mid term Olympic Games has increased 0.6 percentage points to 12.6%, and is expected to rise to 14% next year."

In the semi annual report published by Anta not long ago, we found that Anta's marketing for Olympic Games has already started.

It is understood that as a partner of the Chinese Olympic Committee, Anta will continue to serve at the 2012 London Olympic Games.

China

The sports delegation provides the award equipment.

In the 2010 Asian Games and the just concluded Universiade, the 361 degree eye-catching performance also regarded London Olympics as an important marketing opportunity.

"We will continue to build Olympic equipment for 5 national teams, such as China National Bicycle fleet, China National Modern five teams, China National Triathlon teams, China National Hockey team, China national handball team and other national teams, and will also seek cooperation with the other national Olympic committees."

361 degree responsible person revealed.

Another sports brand PEAK will provide New Zealand's delegation with a wide range of professional equipment.

And Hongxing Erke, Jordan and other sports brand also has "action".

Hongxing Erke has recently reached an agreement with the Iran Olympic Committee. In addition, negotiations with the Olympic Committee of South Africa and Uzbekistan are underway. Jordan will design the award dress for the 2012 London Olympic Games for the three delegations of Kazakhstan, Turkmenistan and Mongolia.

In addition to sports brand, casual leather shoes brand design has become a designated supplier of leather products of the Chinese Olympic Committee. During the London Olympic Games, it will provide Chinese Olympic athletes and staff with casual leather shoes in the spare time of the opening ceremony and outside the competition.

Pay attention to the integration of marketing resources

Reporters found that "integration of resources" and other words were

enterprise

I mentioned it frequently.

In fact, in recent years, through the baptism of international competitions such as the Beijing Olympic Games, the Winter Olympics, the world cup, the Asian Games and the Universiade, many Quanzhou enterprises began to realize that in addition to directly sponsoring competitions, the integration of various marketing resources is the "magic weapon" for enterprises.

Anta cooperated with the Chinese Olympic Committee to establish a "Chinese home".

Every day, athletes who win gold on that day can receive media interviews here. The "Chinese home" and the winning equipment are virtually superimposed.

"During the London Olympics, with the sponsorship of events, Anta will also launch a series of brand promotion activities online to deepen people's understanding of brand connotation."

Anta responsible person said.

As a senior partner of the Guangzhou Asian Games, the 361 degree is also.

Resources

The master of integration.

During the Asian Games, it not only created 42 professional sports equipment, but also joined hands with the organizing committee to provide a series of equipment for the torch bearers, volunteers, officials and referees of the Asian Games.

During the Asian Games, more than 5900 shops authorized by 361 degrees were also authorized to create a unique theme space image of the Asian Games in the terminal image so as to meet consumers' shopping needs and experience.

"These integrated marketing experience will be better applied to the marketing of London Olympics."

361 degree related people said.

Try to avoid confrontation.

Generally speaking, there are only ten enterprises that can become top Olympic sponsor in the world. The first sponsors of this London Olympic Games are BMW, Panasonic, McDonald's, Adidas, Coca-Cola, BP, British power grid, British Airways and so on.

Therefore, the industry believes that Quanzhou enterprises should try to avoid and international cooperation when choosing cooperation resources.

brand

Positive confrontation, and through the appropriate channels and channels, to achieve the same marketing results as the top sponsors.

In this regard, PEAK is undoubtedly a model of "spending money and doing big things". During the 2008 Beijing Olympic Games, when other brands were looking at the strong teams in Europe and America or the strong teams in China, PEAK was sponsoring Iraq, Cyprus and Lebanon. This helped PEAK quickly open the Middle East market.

"Sports marketing pursuit is a targeted regional dissemination effect, and should be coordinated with international promotion plan."

Xu Jingnan, chairman of PEAK, said that the same principle will be followed when choosing the sponsors of the London Olympic Games.

In addition, in choosing sponsorship projects, the industry pointed out that enterprises can avoid the choice of popular projects to reduce sponsorship costs, because if some unpopular projects are well handled, they can also bring unexpected gains to enterprises.

For example, at the 2008 Beijing Olympic Games, Lining sponsored more than 10 national teams, including trampoline.

Before choosing the project, Lining boldly predicted that China's chances of winning the title were very high based on the development of the national trampoline team in recent two years.

Sure enough, trampoline projects win the championship, but also contributed to the value added of Lining brand.