Opportunity And Challenge Coexist With Sports Brand To Prepare For London Olympic Games

Adidas, who spent a lot of money in the 2008 Beijing Olympic Games, was hurt by his own mistake even though he earned enough money to shout.

Adidas's second years' stock surge has been driven by too much longing for the demand for Chinese consumers in the Beijing Olympics.

From the perspective of book sales, its performance in the Greater China region in 2008 was brilliant, but the lag of the sales chain delayed the inventory problem until second years.

In 2009, Adidas, who was busy selling discounts, not only did not increase the sales volume of dealers, but also greatly reduced profits. It also highlighted the magnitude of the decline in Adidas's performance in 2009.

It is precisely because of the experience of Adidas that many executives have doubts about the marketing effectiveness of sponsoring the Olympic Games.

In an interview with reporters, some experts said, "the 2008 Olympic Games were overvalued, and most sponsors did not receive the expected results."

In fact, Quanzhou shoe enterprises are not without this calculation.

Although inventory is high and financial pressure is increasing, the position of the Chinese market as the "main battlefield" of sports brand disputes can not be shaken in the short term.

After all, London Olympic Games have limited ability to radiate the Chinese market, so it is a great step to do well in precision marketing.

According to convention, as a non Olympic host country in China, apart from some sports fans who follow their favorite sports, ordinary people's participation in the Olympic Games is mostly concerned with the number of gold medals and winners of the Chinese team.

Wang Zhijian analyzed, "this is still a sports brand occupies the era of sports resources.

Anta wants to seize the commanding height and become the first brand of Chinese sports.

In this round, Anta has already had a trump card.

To enhance the brand and establish the absolute superiority of the industry leader, Anta will not miss the London Olympic Games.

But how to play this card is not only on the playing field.

The most important thing is how to match the brand spirit with the Olympic spirit, find a unique connection point, and ultimately achieve the role of brand enhancement, can not sponsor for sponsorship, and ride for a ride.

For the relatively small sponsorship PEAK, 31st degree, Hongxing Erke, etc., betting on foreign delegations or participating players is also expected.

As a sports brand, there is an atmosphere of Olympic Games on the terminal and integration of Olympic elements into product design.

Opportunities and challenges coexist.

Quanzhou shoe enterprises, which are preparing for the upcoming Olympic Games in London, need to take a reasonable seat and move cautiously.