Fujian Sports Clothing Brand Wrestles The London Olympic Games Marketing War, Leverages The Olympic Games To Get Rid Of Difficulty

4 years ago, with the help of the Beijing Olympic Games,

In the face of the economic crisis, the sales growth has been realized. Facing the London Olympic Games 4 years later, Fujian sports brand hopes to make miracles again with the help of the Olympic Games, so that they can get rid of the current difficulties of high storage and storage.

Including PEAK, Anta, 361 degrees, XTEP, Hongxing Erke are all competing against the upcoming London Olympic Games.

PEAK has announced that during the London Olympics, they will provide sportswear, sports jacket and other sports equipment for New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus.

At today's upcoming conference, PEAK CEO Xu Zhihua will carry out equipment handover with the seven Olympic teams.

In the Olympic marketing campaign, the number of delegations signed by them is second only to the international brands Nike and Adidas, ranking the top of the domestic sports brands.

In view of PEAK's Olympic Games in London, the industry analysis, because the Olympic Games place in London, is an important European city, and PEAK has the intention to enter the European market, therefore attaches great importance to the London Olympic Games.

In fact, the country that PEAK chooses to sponsor will also become the main market of PEAK.

In the face of PEAK's handwriting, Anta, one of the main competitors of PEAK, has also peered at the London Olympic market for a long time.

In fact, 3 years ago, shortly after the end of the Beijing Olympic Games, Anta, through nearly a year of arduous negotiations, became the "strategic partner" of the highest level of the Chinese Olympic Committee.

361 degrees for the CCTV sports report group and three Olympic Games in China to build the Olympic equipment, fully support the Chinese sports Corps in 2012 "London action"; XTEP tailored for the "Olympic boots" for Justin Gatlin, while naming the sponsorship of the Chinese synchronized swimming team; Hongxing Erke sponsored Iran, South Africa and Uzbekistan three Olympic teams.

But Hongxing Erke responsible person believes that no matter how much the marketing of Fujian sports brand to the London Olympics this year, based on the demand for funds, compared with the Beijing Olympics, we have cut many marketing expenses.

"4 years ago, during the Beijing Olympic Games, sales performance rose sharply. This year, domestic sports brand enterprises have been troubled by high storage pressure.

Under the pressure of inventory pressure and the obstruction of channel expansion, everyone hopes to bet on the London Olympic Games to break through the current predicament.

Liu Xiang, deputy director of PEAK public relations, told us all the helplessness.

Local sports brands take advantage of the Olympic Games to get rid of difficulties

According to the reporter, with the 2008 Beijing Olympic Games "express", in the last round of the economic crisis, the local sports brand "turned over" successfully.

Recently, the industry has been disturbed by factors such as inventory pressure and channel expansion.

According to Anta sports released the latest quarter of the order and the first quarter sales performance report shows that the fourth quarter of 2012, the upcoming sale of Anta products, the order amount has a low two digit percentage decline, affected by this, Anta 2012 annual order amount is expected to have a high percentage of the unit percentage decline.

Coincidentally, the four quarter of PEAK, another domestic sports brand listed on the Hong Kong stock market, is also not ideal, with a decrease of 20%-30% compared with the same period last year.

According to PEAK, the decline in orders is related to the company's initiative in controlling inventory.

Wu Minzeng, director of Quanzhou textile and garment industry association, told reporters that local sports brand enterprises have long been aware of the phenomenon of homogenization, inventory backlog and other issues, and all sporting goods enterprises seek solutions from internal and external conditions.

In addition to marketing and adjustment of orders, the most important thing is product innovation and brand differentiation.

However, the research and development cost of the main categories of shoes and shoes, especially shoes, is relatively high, and it is also one of the difficulties faced by enterprises in breaking through the predicament.

Xu Zhihua has no secret of his ambition to grasp the Olympic business opportunities. PEAK hopes to enhance the popularity and market share of the Olympic Games with the help of the global stage.

From 2012 London Olympic Games to the thirty-second Summer Olympic Games in 2020, they will further expand the international market. After two Olympic cycle efforts, they are confident that the international market revenue will be raised to 10 billion yuan in the next 10 years.

At the same time, through the intensive cultivation and meticulous management and information level improvement, to maintain the company's double-digit sustained and stable growth in China.