The New Idea Of Marketing Of "Noble Bird", Holding The Entertainment Program Of Happy Camp.

With the coming of the era of all-around competition in the sporting goods market, the marketing mode of China's sporting goods industry has also changed.

In shaping brand, no matter what marketing strategy, it should not deviate from its established policy and place brand culture on the established basis.

This problem has been recognized a few years ago, and has persisted to this day, and at the same time, using its brand advantage to expand the market, has won the recognition of the vast number of consumers.

Brand spokesperson is very important.

In 2002, you invited Andy Lau, Queen of heaven and Cecilia Cheung as the brand image spokesperson, and quickly settled in the sporting goods market.

In 2010, the all-around brand communication campaign with "sports happiness" as its core was launched.

The spread of the first wave of "who is happier than who is afraid" is the main axis of communication. It stands out from the many demands of the same type of brands at home and abroad that are full of competition and pressure. As the beginning of the article, no matter what marketing strategy, it has not deviated from the brand connotation of "sports happiness".

In 2012, you signed five members of the happy family, He Jiong, Sheenah, Li Weijia, Wu Xin and Du Haitao as spokesmen of the brand as the whole family.

Whether it is the personal style of the five members or their presiding.

"It is strongly related to the happiness of brand connotation movement, and is also more easily accepted by consumers.

Become the main position

According to the Internet data center's survey on the audience behavior of sports events, the proportion of Internet users' satisfaction with the Internet is 65%, and the overall satisfaction (satisfaction and satisfaction) is 92.4%, which is higher than that of traditional TV media.

The early bird realized this. The first time to seize the position of micro-blog, to build up a happy family for the brand, and to gather a lot of brand advocates.

At the same time, the happy family co stars in the advertising TVC blockbuster, showing a healthy and fresh image to show the latest health concept of the bird: just two feet and a pair of shoes can run out of the simplest pleasure.

In addition to broadcasting on TV, the TVC blockbuster is also uploaded to major video sites and community websites, becoming a hot topic for netizens.

The precious birds make full use of the influence of the happy family and become the leader in the entertainment marketing of the Chinese national sports brand.

It explains the idea of "sports happiness", that is, happiness is the essence of sports and the highest level of sports. When you exercise, you will release all the pressure and worries, naturally happy, and you will also share this joy with others unconsciously.

The precious birds hope this happy sportsmanship penetrates into every Chinese life, thus contributing to the realization of the dream of China's sports power.