Olympic Year Sports Brand Heavy Attack

Alex enhances European publicity

Asics, the famous Japanese sports shoes brand, has accelerated its pace of development in the wake of the London Olympics.

The company has lagged behind Adidas and Nike, and has invested little in sponsoring athletes to promote brand promotion.

According to reports, the company's sales in the fiscal year ended March were about 3 billion 3 million dollars, while Nike and Adidas were 20 billion 96 million and 15 billion 82 million dollars respectively.

But in the first 9 months of last September, Alex was in Europe.

"The brand logo of our brand is as famous as our running shoes, but not everyone knows it is Ai Shi's shoes," said European director of Alex.

But this may change: in this year's Olympic year, Alex has launched a large-scale television marketing campaign across Europe.

In fact, Alex has been involved in the Olympic Games since the 60s of last century.

Alstel Cameron, chief executive of Alex, said: "the Japanese are especially good at producing the best products, but Japanese companies may not be able to do well in building sales and distribution networks or marketing.

So the company will launch an advertising campaign this year.

According to the analysis report released by market research company, after the launching of a TV advertising campaign in March last year, the brand recognition in the Spanish market increased by more than 7%.

In October last year, Alex has launched the second round of TV advertising marketing, but its results have not yet been traced.

However, in view of the severe economic situation in Spain, the Japanese company has been doing very well recently.

"In 2011, we achieved a growth rate of about 13% in the European market," said Cameron.

This shows that the advertising strategy we are implementing is working.

For 2012, we are looking at

Alex's advertising strategy aims to emphasize the credibility of the company as a serious sports footwear manufacturer rather than trying to enter the serious sports market and the wider lifestyle market at the same time.

Ai Shi's slogan "for sports" will be targeted by enthusiastic sports fans, rather than leisure sports products users.

"These people spend 3 times more on sports equipment than anyone else," Cameron said.

Puma wants to expand sales through Olympic Games

According to reports, Germany Puma, the third largest sporting goods manufacturer after Nike and Adidas, in 2011, surged 11% in the world's sales year-on-year, breaking the 3 billion mark for the first time.

The company's profit grew by 14% over the previous year, reaching 230 million euros.

Sales of shoes, knitwear and souvenirs are on the rise.

The most robust markets include Brazil, China, India, South Korea, Mexico and Russia.

In 2012, the company was prepared to make full use of the Olympic and European Cup soccer opportunities to further expand its sales performance. The sales growth rate was striving to reach the high digit growth rate, and the profit margin was striving to reach the median digit growth rate, and by 2015, the sales volume reached 4 billion euro yuan.

Recently, Nike group (Nike) launched a series of new footwear and socks before the London Olympic Games and the European Football Championship. The company expects these two events to ignite popular enthusiasm for Nike's latest products.

Many of its products include NikeFlyknit sports shoes, NikeHyperElite basketball clothes and a new generation of NIKELunarlon sports shoes.

Although the sporting goods manufacturer has been constantly innovating, its president, Charlie Danson, told the media that the Olympic year has brought a huge gathering ground and a huge stage to give them the opportunity to really expand what they are doing.

According to Danson, in some cases, according to the design team,

The launch and innovation of new products have helped Nike maintain a high degree of social concern, because customers are always cautious about spending.

Nike is in the middle of a sports shoes and socks cycle. It has promoted their overall sales for two consecutive years. Some analysts say that the typical cycle is 3 to 5 years.

The latest round of innovation is very important because in the next few years, these technologies can be used more widely in the company's product mix.

Danson said, for example, the Flywire and moon Foam Technology launched by the company during the 2008 Beijing Olympic Games now account for 60% of Nike's products.

Mark Parker, chief executive of Nike, said: "we believe that the technology we are releasing now is likely to change the performance of athletes.

Nike has been committed to providing the best innovative products for athletes at different levels. Today we have done it and adopted a very shocking way.

NikeFlyknit vamp innovation explains the definition of sports shoes: lightweight and almost seamless, like the second layer of skin of the foot.

And the shoe surface is made of single and single layer material precision, and it can reduce waste to the greatest extent. It is a great change to the design and manufacture of sports shoes. "

Danson said: "our idea is to pass on the value of athletes to consumers.

In the eyes of consumers, excellent athletes have the same needs - they want the best, and they want to improve their performance.

Although economic uncertainty has put pressure on Nike's global consumer base, Nike has maintained steady growth in footwear and apparel in most countries that Nike sells.

The reason for Nike's success is that it develops a wide variety of products and services based on different markets, price points or consumer demographic data.

Adidas and Nike compete on the awards stage.

At this year's London Olympics, athletes are not only competing, but also behind their sponsors.

The British athletes signed an agreement with Adidas, the sponsor of the British Olympic Committee, that they would wear Adidas's clothing and sports shoes in the process of heading to the Olympic Village and the awarding ceremony. During the competition, they could wear any brand equipment.

For those who signed contracts with Adidas rival Nike, their brokers said they had to go barefoot at the awards ceremony so as not to violate any party's treaty.

However, Nike did not retreat. A spokesman for the company said: "from our point of view, the contract we signed with the players is binding.

We are negotiating this issue with the British Olympic Association.

Such problems may also affect other Olympic teams with similar situations.

Nike is a sponsor of the Olympic Committee of Russia, China, the United States and Germany. Puma is a sponsor of the Jamaica Olympic Committee, while Adidas sponsors the Olympic Committee of Australia and Britain.