When The London Olympics Come, What Is The Black Horse Of Sports Shoes?

In the fierce competition market, all trades and professions compete for a market of egg custard. Enterprises are willing to make use of all resources to expand their competitive ability.

As far as sports brands are concerned, sports competitions are the most popular and most unpopular marketing methods in many competitive strategies, especially in every four years.

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The 2008 Beijing Olympic Games has brought many sweetness to many sports brand enterprises. The rise of Chinese culture is an opportunity for brand promotion. Many domestic brand enterprises increase investment in product development and advertising during the Olympic Games, and take the Olympic Games for marketing and promotion.

It is reported that Fujian is the gathering place of many domestic brands, and in the period of Beijing Olympic Games, Quanzhou enterprises are the precedents of Olympic marketing; Jinjiang Philharmonic group reclaimed the big series of cultural activities with the Beijing Olympic Organizing Committee, and was authorized to use the 2008 Olympic logo of Beijing; Hongxing was the first to join the Korean Olympic Committee, and the PEAK company signed the contract with the Iraqi Olympic Committee to become the sponsor of the Iraqi Olympic delegation;

Also expressed intention to hand in the Russian Olympic Committee, the 2008 Olympic marketing.

Indeed, it is very important for many sports brand enterprises to do well in the Olympic marketing war. The Olympic Games is a major trend of the internationalization of national brands.

Strategically, sports brand is a combination of its own products and sports teams worldwide. It is also a way to enhance brand awareness.

The annual report shows that

In 2008, operating income increased by 54.80% year-on-year, gross profit grew by 84.90% over the same period, Lining's operating income increased by 53.80% in 2008, gross profit increased by 54.60%, and the sales volume of 316 2008~2009 increased by 161.70%, and gross margin rose 8.2 percentage points to 34.60%.

The Beijing Olympic Games did bring many business opportunities to the enterprises, but it has become a thing of the past.

At the moment, the London Olympic Games are approaching. The major sports companies have made enough preparations, showing great interest in this big cake, and want to get a good taste from it.

According to foreign news media,

Ready to use the Olympic Games to further expand sales performance.

Puma is the world's third largest sporting goods manufacturer after Nike and Adidas. Its global sales in 2011 surged 11% over the same period last year, the first time it exceeded 3 billion euros, and its profit increased 14% to 230 million euros compared with the same period last year.

In the face of the upcoming London 2012 Olympic Games, Puma is even more complacent. It is prepared to make full use of the Olympic Games to further expand sales performance, sales growth rate to reach the high single digit, and the company's profit margin will strive to reach the median number.

Apart from Puma, brand Anta also had "premeditated", which is not slower than security.

In July 26, 2011, the countdown to the London Olympic Games was 1st anniversary. The Anta Sports Products Limited presented a grand tribute to the Chinese athletes at the Anta flagship store in Beijing -- Anta's reprinted plum blossom award dress.

It is understood that the signing of the Chinese Olympic delegation and the sponsorship of the 4 year 600 million yuan price, as the strategic cooperation partner of the Chinese Olympic Committee from 2009 to 2012, Anta will participate in the promotion of Orin PEAK sports in China in addition to the 10 International Olympic competitions for the Chinese sports delegation. It involves many fields such as excellent athletes, coaches training, Olympic education, environmental protection and so on.

According to Anta's public earnings report, the Olympic advertising and publicity rates rose 0.6 percentage points to 12.6% and increased to 14% in 2012.

As a result, Anta's determination to fully display the brand value and image of London Olympic Games is clear.

At the same time, other sports brands in China are also looking for opportunities of relative differentiation.

After all, high quality resources are scarce, and many enterprises will never give up their opportunities.

Apart from the traditional marketing mode, some brands focus their attention on the Internet.

With the rapid development of all kinds of network channels, brands are more likely to turn to the development of network channels, or sell products with the help of the third party e-commerce platform, or choose to create relevant network channels independently.

According to Ye Shuang, marketing director of XTEP (China) Limited and Disney Sports Department, "we used to basically work on TV commercials, but the actual consumer groups have been slowly turning to the Internet and e-commerce. The Olympic Games are marketing events and the key to success of many enterprises".

It is very important to make deep experience and communication with consumers on the Internet.

While London sporting goods war is considered to be the node of every brand to fight online marketing, it is also the key factor of the success or failure of the major sports brands.

For this year's London Olympic Games, the way of cooperation is divided into three categories: one is official sponsorship, the other is parasitic marketing, and the other is through cooperation with TV media or network media.

The three types of marketing have their own advantages. They provide opportunities for brand exposure.

However, in order to achieve the real communication effect and marketing effect, sports marketing needs to invest some integrated marketing genes to activate the whole marketing chain from internal to external, from employees to customers.

Every step needs to be handled with caution.

As one of China's most influential international footwear industries, sports marketing practice in recent years is commendable. There is no doubt that this year's London Olympic Games are

The key component of the development strategy is the key to the success or failure of the enterprise. What dark horse will be born in this Olympic Games?