A New Round Of Advertising Campaign Opens Up In Quanzhou Shoe Enterprises

Since last year, a series of sports brands in Quanzhou have fully replaced and upgraded advertising slogans.

Although it is only a small change in the brand appeal of the enterprises, the industry generally believes that this has shown the pformation consciousness of Quanzhou sports brand under the background of overall industrial upgrading from another angle.

The 2008 Beijing Olympic Games is not only a 100 year sports event for China, but also a great event of great significance, which is of great significance to sports brand.

On the one hand, the success of sports brand marketing will affect the future brand development of enterprises. On the other hand, Quanzhou sports brand has ushered in a new round of upgrading from the scale of production, market share, brand image and even capital operation. In order to meet this upgrading, enterprise's camp thought and brand positioning are also changing quietly.

The renewal of advertising slogans of many Quanzhou sports brands, no matter the strategic level or the strategic level, is just a clarion call for a larger and higher level brand promotion in the future.

"TobeNO.one" is the name of an Olympic theme song familiar to the public. It is taken as a new slogan by Hongxing Erke, which means the Olympic publicity.

There are 361 degrees to change the slogan in the Olympic year.

From "brave to be" to "China, to be brave to be yourself", although it only added two words on the original basis, the meaning changed but also directed at the Olympic Games.

Recently, XTEP (China) Limited signed entertainment stars Willber Pan and Jolin. It also claimed that its advertising language "no ordinary sense" was no longer used, instead of "let sports be different".

In this regard, XTEP President Ding Shuibo said that it has always stressed the experience of sports and sports are not tired of playing sports attitude, pay attention to fashion experience, emphasize the relaxed and pleasant feelings brought by sports, to distinguish it from other brands.

Wei Hai analysis, manager of XTEP planning department, from XTEP's brand upgrading strategy, after the continuation of the original differentiated brand concept, "let sports be different" emphasizes brand building and understanding in the field of sports, clears the brand's market positioning, and directly expresses the brand's appeal and attitude towards sports.

Since last year, the Quanzhou sports brand, mainly PEAK and Anta, has entered the NBA arena, enhancing the image of the brand internationalization and accelerating the integration of foreign sports resources.

In order to enhance the image of their brand internationalization, both have added English to their original Chinese advertising slogans, indicating that the international era is coming.

Among them, PEAK adds "Icanplay" on the basis of "I can, unlimited possibilities".

Xu Zhihua, general manager of the company, explained that his meaning was similar to "I can, unlimited possibilities", and expressed the spirit of courage and challenge. It is not only reflected in sports, but also reflected in life and work. It encourages people to try and innovate every moment, every place and everything in life.

Anta also completed the English plation and upgrading of branding words early last year.

From the public, "I choose, I like" to "Keepmoving..."

Never stop. "

So far, its brand appeal has changed from an emphasis on a life attitude to a more focus on sportsmanship, and an ellipsis has been added to it.

Xu Yang, the director of Anta brand management center, said: "the ellipsis contains a never-ending implication, which means there is no end to success."

"Ontheway" is the pformation of the brand name from the original Pinyin combination "Deerhui" to the English combination "Deerway". Of course, it also has a Chinese slogan "on the road".

Why do you feel that brand internationalization does not mean that products are going out, and local enterprises are also facing international competition in the Chinese market.

"Today, with the rapid development of global economic integration and informatization, various combinations of brands must cater to the mainstream trend of the times. Our new English brand names and advertising slogans are more international and contemporary."

He said.

However, the adjustment of the enterprises in the Olympic year and the Olympic spirit, whether to let the brand return to the original point after the Beijing Olympics, or let the brand completely change face to face, remains to be seen.

Quanzhou Normal University professor Chen Shouren School of business and information, Professor Lv Zhenkui believes that Quanzhou enterprises advertising slogans can at least explain that Quanzhou enterprises try to help the 2008 Olympic Games to enhance the brand image of enterprises. This shows that Quanzhou enterprises have begun to study how to use Olympic Games to win the golden opportunity.

After clearly defining the market position of the enterprise, the implementation of the advertising strategy and the clear advertisement appeal are the powerful weapons for spreading the enterprise's market positioning, setting up the brand image of the enterprise, and maintaining and enhancing the brand value and brand connotation of the enterprise.

It is hoped that entrepreneurs in Quanzhou will further study the essence of Olympic marketing, not only by means of the Olympic Games, but also by means of the upcoming Peasant Games, which will bring the advertising campaign of the Olympic Games and Peasant Games into the overall brand development strategy plan of the enterprises, maintain the continuity and unity of brand publicity and integrated marketing, and give full play to the limited resources input, further strengthen public relations planning, make public relations planning and advertising propaganda organically cooperate, and jointly maintain and enhance the brand image and brand connotation of enterprises.