London Olympic Games Become China'S Sporting Goods Industry Out Of The Mire Of Footsteps

In 2008, the Beijing Olympic Games had made Adidas, Lining and Anta sporting goods enterprises thrive. However, due to over optimistic expectations, Adidas and other enterprises were trapped in the "Besieged City" problem.

However, for all sporting goods companies in China and abroad, the four year Olympic Games will still be a great opportunity to achieve substantial growth in performance and enhance brand reputation. Olympic marketing is in place and may even rewrite the position of an enterprise in the industry.

In the history of the Olympic Games, it has held three sessions in the Asian continent. In the Tokyo Olympic Games, Fuji film, SONY VCR and Seiko watches became famous. After the Seoul Olympic Games, Samsung Electronics and Hyundai Motor began to take off, which is another Olympic marketing model.

And the world

Michael Payne, a master, however, underestimated the performance of Chinese brands in the Beijing Olympics.

Among them, those who are creative, level, and truly able to leave a little in the history of Olympic marketing are few.

However, as an important sports event, 2 months before the opening of the London Olympic Games, the major sporting goods companies began a new round of Olympic marketing war.

However, for the London Olympic Games far away from the National Olympic Games, how can Chinese sporting goods enterprises achieve their leveraging?

Olympic effect

Although the Beijing Olympic Games in 2008, Adidas is a formal official partner. Among the 28 major events, more than 3000 athletes who wore or used Adidas products took part in 27 of them, becoming one of the most prominent sports brands of Beijing Olympic Games, and directly promoted Adidas's performance in the Chinese market, an increase of 20% over the same period last year.

However, Lining has become the focus of world attention in Beijing Olympic Games.

The outstanding performance of China's gymnastics and table tennis team sponsored by Li Ning Co has also made Lining brand more popular in China.

An industry insider once said to the first financial daily that although Adidas was the only sponsor of sports brand in Beijing Olympic Games, Lining was the biggest winner of the year.

In 2008, Li Ning Co revenue increased by 53.8% to 6 billion 690 million yuan over the same period, and the profits of equity holders increased by 52.3% to 721 million yuan over the same period last year.

Lining himself commented on the performance in 2008: "Beijing Olympic Games is undoubtedly the focus of 2008.

The group has successfully grasped this 100 year old historical opportunity and implemented our integrated marketing strategy, which has made great contributions to enhancing the brand value of the group.

After the Beijing Olympic Games, Li Ning Co continued to run smoothly, but Adidas suffered a lot of inventory problems. In the first half of 2009, the company's latest financial report showed that in the past six months, its net profit fell by 95% over the same period last year.

By 2010, according to the sales volume of Adidas Greater China, 1 billion euros, or about 9 billion 100 million yuan, Lining earned 9 billion 480 million yuan in 2010, and surpassed Adidas in one move to become the second in the sporting goods market in China, second only to Nike.

Although Lining and Adidas did not take the lead in the Olympic Games, 02020.HK, another giant of the local sports brand, also made a lot of money in 2008.

According to the financial report, in 2008, Anta's turnover reached 4 billion 630 million yuan, an increase of 55% over the same period last year, and its operating profit increased by 94.2% over the same period last year, reaching 931 million yuan, or even far more than that of Lining.

Winning geometry?

In 2011, after a period of rapid growth of 30% over the past few years, China

Ushered in a comprehensive adjustment period.

Anta sports, China Trends and other enterprises have announced the decline in performance bulletin, and Li Ning Co's 2011 performance report shows that due to the impact of pformation pains and inventory growth, Lining's sales in 2011 dropped by 5.8% to 8 billion 929 million yuan, while net profit dropped by 65.16% to 386 million yuan.

Anta's latest performance shows that the order volume of products coming to market in the fourth quarter of 2012 will decline by two percentage points, which is affected by the fact that Anta's total annual purchase volume in 2012 is expected to fall by a high percentage.

The industry is pessimistic, it is expected that the whole sports goods industry will not be able to get out of the recession until 2013.

The upcoming London Olympic Games will play an important role in the sporting goods enterprises eager to get out of the predicament. No matter which enterprise will not take it lightly, if the measures are right, the performance is expected to rebound. If the performance is better, it will not be impossible for the whole industry to turn around.

The snatching of Olympic resources has shown a trend of tension.

In May this year, the Li Ning Co launched a series of sports products for mass consumers under the name of "salute to heroes", including the main products of the 1992 Lining Olympic Games award winning shoes, including the Lining hardware theme series T-shirt. These special products are collocated with the creative icon of five gold medal dream teams, such as Chinese gymnastics, diving, shooting, table tennis, badminton and so on.

Li Ning Co said that at the London Olympic Games, Li Ning Co will continue to support five gold medal dream teams such as gymnastics, diving, shooting, table tennis, badminton and so on. In June this year, it will officially release its moving equipment for the five gold medal dream teams. This shows that this is the unique brand asset of Lining brand from other brands, and is also the core work of Lining in 2012 for the London Olympic Games.

And its headquarters in Germany.

The London Olympic Games are more convenient than ever.

Adidas announced that it will install about 100 Adidas "adiZone" in all parts of the UK.

These "adiZone" are multi-purpose outdoor sports facilities, including basketball, soccer, dance and rock climbing areas, as well as fixed fitness equipment.

"AdiZone" is free for people to use, seven days a week, 24 hours a day and open all day.

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In addition, Adidas also provides equipment for all the athletes of the London Olympic host team, and is also the official partner of the other 10 National Olympic committees, including Australia, Cuba, France, Ethiopia and Germany.

"In general, we provide products for 25 of the 26 sports in the Olympic Games," Adidas said.

We expect many of our athletes and sports teams to perform well in the medals competition.

Adidas is optimistic: "our goal in 2015 is to set up a store in 1400 two or three - line cities in China, so we can see that we are doing well to achieve the goal.

Of course, there will be challenges in 2012, but we believe that the strength of Adidas will continue to grow. "

In order to compete for the most eyeball effect, the devotion to Olympic marketing has become a bargaining chip for major sporting goods companies.

In 2008, Li Ning Co spent 1 billion 171 million yuan on advertising and marketing, much more than 696 million yuan in the previous year.

Anta sports beat Adidas and Lining to become the exclusive sponsors of sports costumes of the Chinese Olympic Committee, and let Anta sports pay about 600 million yuan for this purpose.

However, it is worth noting that, whether Li Ning Co or Anta, in addition to the intensity of market promotion, a large number of new stores are another main driving force for growth.

In 2008, the number of Lining's brand stores reached 6245, a net increase of 1012. In the same year, the number of Anta stores increased by 951 to 5667.

In 2012, Lining, Anta and other brands had no signs of bottoming out. If the number of stores did not increase significantly, their performance was rebounded or reversed, there were still many doubts.

In addition, the industry also said that the mistakes made by Adidas in the Beijing Olympic Games were also a warning to the domestic sporting goods enterprises. Remember that they should not rush to gain instant benefits and expand blindly in order to achieve the reverse of their performance as soon as possible, so that they will only "lift their own stones to their feet".