XTEP Brand Manager Wei Hai: Why Did XTEP Choose Belarus?

In February 25th, XTEP (China) Co., Ltd. held the XTEP 2008 marketing conference in Beijing. At this meeting, XTEP announced that it will be the equipment sponsor of Belarus Beijing Olympic Games.

It is understood that this is the sixth Jinjiang signing of the Olympic delegation.

Previously, Hongxing Erke, PEAK, Lu You, Kang Tai, and wild force respectively signed their respective Olympic delegations.

With XTEP joining hands with Belarus, the Olympic marketing of Jin enterprises has once again become the focus of attention.

So what is XTEP's motive for signing Belarus?

What is the value in marketing?

How did XTEP avoid the dispute over the advertising propaganda before Lithuania signed the contract?

A week after XTEP signed a contract in Belarus, this newspaper interviewed the manager of XTEP brand, Wei Hai.

Can you please talk about the details of signing the contract with Belarus?

Wei Hai: this cooperation with Belarus is mainly to sponsor Belarus's award equipment during the Beijing Olympic Games.

During the Beijing Olympic Games, once Belarus players get the cards, they will be awarded the awards in XTEP design and XTEP LOGO costumes.

Reporter: Why did you choose Belarus?

Wei Hai: here are two points.

First, the Beijing Olympic Games is a local Olympic Games and a centennial event. As an enterprise, it has the responsibility to participate in it. I call it the local consciousness of enterprises.

Second, sponsorship opportunities like China and the United States basically belong to Adidas and Nike.

According to their own strength, choosing Belarus is the best choice.

At the Athens Olympic Games, Belarus won 15 medals, including two gold medals, ranking eighteenth in the medal tally and twenty-sixth in the gold medal tally.

We know that the number of people attending the Beijing Olympic Games in Belarus is in the middle and upper level, and they have the ability to win in weightlifting, canoeing, track and field. These items are the focus of the Chinese audience.

Low profile publicity and confidence: reporter not long ago, after the signing of the contract with Lithuania, Beijing Olympic Organizing Committee identified it as a non Olympic sponsor cross-border marketing. How do you view this issue?

Wei Hai: at present, we have not seen such a situation in XTEP.

Besides, we did not advertise Belarus in the media, nor did we invite Belarus sports stars to advertise for us.

We have no plans to publicize it at the terminal store, but dealers know it and feel excited.

Reporter: now, there are six overseas Olympic teams sponsored by Jinjiang enterprises, and the marketing mode is also discussed.

Some say that the Olympic Games sixteen days, many enterprises concentrate on propaganda, the audience inevitably knows fatigue, the effect is very small; some say, brand propaganda is tied up in athletic performance, is walking tightrope.

What do you think of this marketing mode?

Wei Hai: it is normal to argue. The Olympic Games are only sixteen days. From propaganda value, it must be the golden age.

We look at the advertisements during the Olympics. There are more than 200 TOP sponsors, sponsors, CCTV partners and advertising brands in CCTV. The group is still very small.

For loyal consumers of brand, if we can see that the XTEP brand can debut in the stadium during the Olympic Games, it will greatly enhance their recognition of XTEP, that is, our brand is excellent.

For potential consumers, the Olympic Games can give them a sense of sanction to enhance their brand's positive cognition.

Reporter: including XTEP signing Belarus, Jinjiang has six companies sponsoring foreign Olympic delegation. Last year this year, Anta, PEAK and Hongxing Erke extended their sponsorship tentacles to NBA.

Do you think Jinjiang enterprises occupy resources in the world before the Olympic Games, or do they really need to push the brand to the world?

Wei Hai: This is a big trend.

Because brands are constantly upgrading and internationalizing.

Even without Olympic Games, the internationalization of brands must go.

With the Olympic Games, we can take advantage of this opportunity to infiltrate the international market. These two are strong complementary relations.