Sports Shoes War Without Gunpowder

Four years later, the Chinese sports shoes enterprises, once thriving in the spring of the Beijing Olympic Games, once again welcomed the "spring".

Lining successfully grabbed

Anta is not backward at all. It has launched the Anta version of the plum blossom award dress. It has provided the award equipment for 10 International Olympic events that Chinese sports delegation has launched.

When the cake of the Chinese Olympic team was eaten up, some enterprises began to find another way to find a distinctive Foreign Legion to sponsor. They had some origins with China, or had competition with some Chinese projects, or a traditional sports power.

At this London Olympic Games, PEAK will provide multi-directional professional equipment for New Zealand delegation. Hongxing Erke has reached an agreement with the Iran Olympic Committee and is also negotiating with the Olympic Committee of South Africa and Uzbekistan. Jordan will design the award dress for the 2012 London Olympic Games for the three delegations of Kazakhstan, Turkmenistan and Mongolia.

In fact, as early as the 08 Beijing Olympic Games, when the Chinese athletes were dressed in "

Why does such sponsorship attract Chinese companies so much?

Industry analysts pointed out that the amount of investment is not the main reason to attract local enterprises to choose these countries, such as Iraq, North Korea and other countries, the National Olympic Committee, the sponsorship cost is only about several million, and the sponsorship fees of some European countries should also be around tens of millions, compared with the "Adidas" to spend nearly 1 billion of the 2008 Olympic Games sponsors in Beijing.

Such a low investment cost is undoubtedly a great attraction for Chinese sports shoe enterprises. What is more attractive is the uncertainty of sports events. Who can predict that the sports teams in these countries will not rush out of several dark horses? Once they are right, the rate of return of enterprises will be immeasurable.

At the same time, its public opinion gimmick will also enhance brand exposure.

For example, PEAK's sponsorship of the Iraqi team, Iraq has attracted widespread attention as an international hot spot to participate in the Olympic Games. PEAK has leaped into the focus of public opinion with the help of Iraq's heat.

Anta's growth slowed down, and Lining began to lay off.

at home

When the markets of developed countries such as Europe and the United States have been occupied by international first-line sports brands, the huge market potential of the less developed regions such as Asia, Africa and Latin America is attracting the attention of Chinese brands.

Establishing a partnership with foreign Olympic delegations is a precious opportunity for every Chinese brand.

The Chinese brand takes the Olympic Games by sponsoring the foreign Olympic team. The more profound significance lies in the internationalization strategy of the brand. The marriage of the local sports brand and the foreign Olympic Committee can not only improve the popularity and market share of the brand rapidly, but its semi public welfare sponsorship can also get the local consumers' recognition of the brand.

Internationalization is the inevitable choice for Chinese sports shoes to break through the existing bottlenecks.

Whether such an Olympic sponsorship can really solve the existing problems, but after all, exploration continues, experience and lessons are precious. This will encourage Chinese sports shoe enterprises to move forward on the road of internationalization.

Link: Olympic marketing, as the name implies, is to promote the products and brands of enterprises by means of Olympic events.

No matter what methods and means are adopted, profit is the ultimate goal of marketing.

Going abroad to sponsor other national teams is an opportunity for domestic sports brands to break through the marketing predicament, but this can only be regarded as a long-term solution.

To get out of the current backlog, it is imperative to enhance brand value on the basis of promotion.

Correctly analyze the market trend and further expand the domestic market share.

Actively "thin" to greet another midsummer.