Olympic Games: The Battleground Of Sports Brand Marketing War

The 2008 Beijing Olympic Games Chinese manufacturers shine brilliantly, and Chinese enterprises are seen in the 5 TIER partners of the Olympic Games. Nearly 40 enterprises are sponsoring. And in the 2012 London Olympic Games sponsorship battle, if there is no crystal from Taiwan and from Beijing, Chinese enterprises will be in the competition. London The list of sponsors of Olympic Games is almost gone. This is no match for the momentum that Chinese companies have invested in the Olympic Games at home four years ago. Once the sponsor list has been announced, the domestic media have different opinions. Some people believe that the wave of sponsorship of local manufacturers in the Beijing Olympic Games is a warm gesture for the host. They have not received the marketing results they deserve and are disappointed in the Olympic marketing. Some say that Chinese manufacturers from the mad sponsorship seats to the rational withdrawal from the war situation are a manifestation of collective progress. Others say that Chinese enterprises are completely destroyed under the high threshold sponsorship conditions.

Regardless of the overall performance of Chinese brands in the contention of London Olympic sponsors, whether the Chinese brand has lost its enthusiasm for the London Olympics marketing, as the local sports brand, the four year Olympic Games are still closely related to the brand fate, and the Olympic Games will always be the battleground of sports brand marketing war. Although there are no Chinese sports brands in the list of sponsors at the London Olympic Games, they have nothing to do. In fact, the local sports brands headed by the two giants of Lining and Anta have already launched the Olympic marketing competition.

How to replicate Beijing's splendor

2008 the Beijing Olympic Games is the first close contact between China's local sports brands and the Olympic Games. In this international event held at this gate, the performance of China's sports brand is commendable. After the Olympic Games, it also ushered in the golden age of sports brand development.

How much economic boost can the Olympic Games bring to the sports brand and how much it can enhance the brand image? After the Beijing Olympic Games, the sporting goods industry really saw the practical benefits of Olympic marketing to the sports brand.

In 2008, Li Ning Co revenue increased 53.8% to 6 billion 690 million yuan, and the profit of equity holders increased 52.3% to 721 million yuan over the same period last year. Lining himself attributed the performance in 2008 to the Beijing Olympic Games: "the Beijing Olympic Games is undoubtedly the focus of 2008. The group has successfully grasped this 100 year old historical opportunity and implemented our integrated marketing strategy, which has made great contributions to enhancing the brand value of the group.

The Olympic Games can not only bring sports brand to more than economic efficiency, but also have a profound impact on the awareness and goodwill of consumers in China and even in the world. It has a far-reaching influence on the promotion of brand image and the spread of brand culture. Although Adidas is the only sponsor of sports brand in Beijing Olympic Games, Lining is the biggest winner of the year.

When Lining carried the Olympic flame around the bird's nest and walked in the air, and finally lit the main torch tower of the Beijing Olympic Games, people knew that the two words of "Lining" were not only a sports brand's Logo in the hearts of the world consumers, but the spirit of movement and even the national quality of the Chinese people.

{page_break}

After the Beijing Olympic Games, Lining seemed to be the representative of Chinese national pride and cohesion. In the end of 2008, the popularity and reputation of the brand rose to a new height, and the brand culture was also sublimated with the Chinese sports spirit and national cohesion.

In such an international competition with unprecedented cohesion, the brand can not only enhance its popularity and economic efficiency, but also create a classic brand story and even rewrite a brand's industry status.

A confusing brave game

Suffer international financial crisis The impact of the fabric, raw materials, human resources costs, shops rents and other issues have plagued the entire garment industry, the Chinese clothing industry as a whole has been cold, sporting goods have not been spared. The shadow of large-scale layoffs, shrinking stores and slowing growth has been hanging over the local sports brand. After experiencing the golden period of rapid growth, the sports brand has entered the cold winter. In 2011, Li Ning Co annual report showed that the company achieved operating income of 8 billion 929 million yuan, a decrease of 500 million yuan compared with the previous year. In addition, according to the annual reports of Anta, 361 degree, PEAK and other companies, its growth rate has slowed down significantly.

The rapid development in the past ten years has accelerated the pace of sports brand scrupulously, and the number of stores has expanded too fast. Wan Dian Era "To the late brand operation has brought no small pressure. "The era that sports brands rely on opening stores to gain sales growth has ended. This development mode is not sustainable. The marginal efficiency of single brand sports shops decreases with the number of shops opening, and the efficiency of single stores decreases accordingly. In recent years, the frequent rise of shop rents has further reduced the profit margins of the brand. In addition, the increasingly significant inventory problem that can not be ignored has always been a thorny problem for sports brands. Li Ning Co CEO Zhang Zhiyong said.

Chinese sports brand collectives face the heavy task of deepening the channels, upgrading their image and reshaping the brand culture. At that time, they ushered in a global sporting event. The upcoming London Olympic Games will play an important role in the sporting goods enterprises eager to get out of the predicament. No matter which enterprise will not take lightly, the performance is expected to rebound if the measures are right. If the performance is better, it will not be impossible for the industry to turn around.

The London Olympic Games marketing campaign has been at a stretch, Lining, Anta, 361 degree, PEAK, Hongxing Erke. Almost all the second tier sports brands in China are pouring out. Some of them choose a positive battlefield. For Chinese sports brands, they are also newcomers in event marketing than big international ones. This is their second collective attack after they tasted the sweetness of the Beijing Olympic Games.

However, this Olympic marketing can not fully refer to the marketing strategy of the Beijing Olympic Games. London has 8 hours of difference with China, and the host country has great differences in all aspects. Compared with the past, the Chinese brand's attitude is more modest and more cautious. Although the London Olympic Games may not become the life-saving straw of the local sports brand, but this four years' big gamble still aroused their strong interest. This is a strategic game among the brave, with courage and wisdom.