PEAK XTEP Carries Out Sports Marketing Through Olympic Games, Focusing On Resource Matching.

Approaching, the four year sports event will undoubtedly lead to sporting goods.

Sports marketing is hot again.

In fact, as a common marketing method, sports marketing has been widely applied to sports goods brand.

In the local sporting goods market, PEAK focuses on the deep ploughing of the professional sports market, and XTEP is in the fashion sports market.

Although they are different in positioning, there are many commonalities in the implementation of sports marketing.

For sports brand, in the process of sports marketing, the more sports resources are not held, the more important is to choose sports resources suitable for their own brands. At the same time, we should use resources to extend marketing methods so as to get more consumers' attention.

Selection of sports resources

For sports marketing, the choice of sports items is the key point, which is closely related to the brand's own main image cognition.

The combination of appropriate sports and brand will promote the development of brand, but on the contrary, it will become a war of attrition.

Basketball as the core

The connection between PEAK and basketball can be traced back to 1991. PEAK sponsored the Bayi team and won the Bayi team in the same year.

In the future, PEAK has been concentrating on the accumulation of basketball resources.

In 1998, PEAK began to sponsor the national B League.

In 2003, PEAK became a strategic partner of CBA.

In 2004, PEAK became a special sport equipment for Uzbekistan, Greece and other national basketball teams.

In 2005, PEAK became a strategic partner of the Stankovic intercontinental basketball champions.

In December 2007, PEAK became a global partner of the Cyprus Olympic Committee, and this series of sponsorship measures constantly exploited its basketball resources to expand its influence.

From home to abroad, from Serbia to Iraq, from the cup to NBA, PEAK is actively tackling the top international basketball competitions and organizations such as NBA and FIBA.

In March 27th this year, the 2011 Annual consumer goods market statistics released by the China Federation of Commerce and the China National Business Information Center showed that PEAK ranked 19.56% again in the top 2011 basketball shoes market.

This is PEAK's four consecutive year's award.

PEAK's strategy of basketball as the core has further gained market recognition and affirmation.

Of course, basketball as the core project does not mean abandoning the integration of other sports resources.

PEAK also has sports and tennis and soccer events.

In March of this year, PEAK signed two female tennis players with the potential to develop diversified sports.

Locking in running events

Compared with PEAK, which specializes in professional sports, XTEP makes use of entertainment stars to endorse and excavate fashion sports, but it also indicates that XTEP is separated from sports marketing.

In 2004, XTEP became the sole partner of the tenth People's Republic of China games.

In 2006, it became the only partner of sporting goods in the third national sports Congress.

In 2007, it was named the sixth People's Republic of China City Games basketball and badminton match, and became a partner of the six cities.

In 2008, it became the sole partner of sporting goods industry in the Eleventh People's Republic of China games.

Taking a look at XTEP's sports marketing, its sponsorship sports involve basketball, badminton and so on.

In 2010, XTEP put forward the spirit of "running and loving XTEP", putting more attention into running events, and locking running resources.

In recent years, XTEP has been actively sponsoring a number of national and world-class runners to enhance the brand image of XTEP's professional running in the minds of consumers.

In 2011, XTEP fully allocated resources for marathon race to obtain marathon sponsorship in eight cities, including Xiamen International Marathon, Taipei national marathon and Taipei marathon, Zhengkai marathon, Yangzhou marathon, Hangzhou International Marathon, Dalian International Marathon, Tibet half marathon, Xi'an City Wall Marathon.

Extending the way of sports marketing --

In the fierce sports marketing competition, simple sponsorship and star signing have no longer have enough unique charm.

Because after fierce competition, we will find that each brand has some unique sports resources, and no one will lose.

How to excavate and utilize the sports resources of good players has become a good weapon for every big brand to win. {page_break}

PEAK: not just simple duplication

In 2005, the TOYOTA center, which sponsors rockets, became the first step for PEAK to enter NBA.

Since then, PEAK has become indissoluble with NBA and rockets.

Subsequently, PEAK became the official market partner of NBA, and its signing stars were distributed in several teams of NBA alliance.

Since its development, PEAK has 15 NBA stars, including Sean, Battier, Jason Kidd, Carle, Landry, Patrick, Patrick and so on.

Although the signing of more than 10 stars has been considered by the industry to be risky and duplicated, PEAK has declared that this is the performance of deep marketing and rich marketing.

Facts have proved that PEAK's move is not "burning money".

With the help of NBA's international influence, many NBA stars are competing in the PEAK logo's war boots, so that more fans can get to know PEAK through TV broadcasting and speed up PEAK's promotion in the world.

PEAK is actively promoting its brand by relying on its NBA star resources.

Since 2006, PEAK has organized "PEAKTEAM" to promote basketball activities in China every year, and has provided a platform for Chinese fans to interact with NBA stars.

After five or six years of PEAK NBA Star China trip, from the original Battier to today's many players gathered in the lineup.

The tour city also went deep into Chengde, Jiaozuo, Xiangyang, Putian and other two or three tier cities from the first tier cities such as the north, Guangzhou and Shenzhen.

XTEP: sponsorship as a brand to operate

In 2010, on the marathon of Xiamen, XTEP, through more than a month's careful preparation, selected dozens of couples from the various sectors of the community and launched a new theme of love marathon.

It is reported that dozens of pairs of couples wearing the same couple sweaters or wedding dresses ran on the marathon track, becoming a high-profile landscape.

This special event has also given Xiamen marathon a more profound connotation, and at the same time added a different cultural meaning to the Xiamen marathon.

As for sports marketing sponsorship, Ding Shuibo, President of XTEP, said, "we should operate our sponsorship activities as brand".

Brand marketing is no longer simply for sponsorship in exchange for advertising rights, brand should be actively involved in the event, and in advance should have overall planning and activity planning, combined with its own brand concept, enrich the connotation of sports events.

In the course of sponsorship, XTEP has tried more effective ways and carefully planned activities to enable runners to enjoy the joy of sports.

In January 7th this year, during the Xiamen marathon, XTEP invited many famous international stars such as Han Geng, power train, band, Go Chic, Yuksek, Young Guns and so on to offer a feast for rock, punk, pop, electronic dance and metal.

In addition, at the previous Taipei marathon event, XTEP joined the Taipei Blind Association to set up a 100 person massage group to provide massage services for athletes.

From love marathon to "100 people massage group" and then to the music marathon, XTEP, through every effort to guide consumers to "enjoy sports happiness", has also constantly promoted brand promotion.

No audience not marketing.

Sports marketing without audience is meaningless.

As the most important part of sports marketing, audiences are both the starting point and the end point.

All sports marketing activities of brand are based on the target group that they are faced with, and the audience can become consumer purchase, which is also the purpose of brand marketing.

The project chosen by PEAK and XTEP is actually aimed at the audience facing the project.

PEAK targeted the main target audience of the brand in basketball players and basketball enthusiasts at the age of 18-30, and at the age of 14-35, sports fans.

Obviously, the events sponsored by PEAK and the integrated sports resources are all around the target audience.

For a long time, PEAK has insisted on basketball as the core, sponsoring many basketball competitions, including NBA star resources.

These accumulations strengthened PEAK's "basketball equipment" label and deepened consumers' image recognition of PEAK professional basketball brand.

In terms of XTEP's core project, XTEP faces a wide range of young and middle-aged fans who love running.

Among them, XTEP's marathon, which is a concentrated effort, has become a popular sport for all people because of its low threshold and healthy sports.

It coincides with XTEP's young consumer groups who like fashion loving sports.

Brand relies on sports marketing to reach spiritual communication with the audience at the psychological level, and this subjective consciousness usually needs long-term accumulation.

The accumulation of sports resources in PEAK and XTEP for a long time is in fact a kind of subtle influence on the audience.

When accumulated to a certain extent, the audience's recognition of brand image will naturally come into being.

If the audience wants to buy basketball shoes, it will form the idea of "buy PEAK brand, its more professional" in the brain.

The purpose of brand marketing through sports marketing is also completed.

Marketing Masters Rees and Trout once said: "once a concept is formed in people's minds, it is very difficult to change it."

The most useless thing in marketing is to try to change people's ideas.

Therefore, the audience's consumption idea needs the brand's conscious guidance in sports marketing.

From sports resources to sports marketing, there must be a long-term and systematic plan.