New Directions For Sporting Goods Developers

Looking back in four years, it is another year Olympic Games.

The 2012 London Olympics came.

Shopping malls are like battlefields. The boiling of four years ago made a large number of sporting goods companies, and besieged Adidas, though ADI was the biggest sponsor of the 2008 Olympic Games.

Now, in the past four years, there has been a revival of smoke and smoke, but the figure of the Oriental Sports businessman has been reduced.

What does this London Olympics mean for Chinese sports brands?

"Sponsorship" is not everything.

Calendar year

The right of sponsorship seems to be recognized as the "magic weapon" of the Olympic economy, and the admission ticket of the Olympic sponsors is equivalent to the carp jump in Longmen and into a new world.

The Olympic TOP sponsorship program, which began in 1985, takes 4 years as an operational cycle, including one winter Olympic Games and one summer Olympic Games.

"The world's highest level partner" is a sponsor of International Olympic Committee's reputation.

In addition, it also enjoys the absolute exclusivity of marketing intellectual property rights in the world and the related rights and interests.

Tan Xiaofang, a famous marketing expert, pointed out that successful sports sponsorship experience shows that only after matching marketing funds equivalent to 3-5 times of direct sponsorship, can sports sponsorship achieve the best results.

For Olympic Games, this proportion may be even higher.

However, this statement seems to have been broken in the 2008 Olympic Games.

When Lining dreamt of the opening ceremony of the 2008 Olympic Games, his Kindle of the Olympic flame of Beijing also exploded the sale of Lining sporting goods (1586.80, -2.30, -0.14%) in the big season. "Lining" was a great success.

According to the data analysis of CIC's clothing industry research department in 2009, Li Ning Co Ltd, China's largest sporting goods company, net profit in 2008 was 721 million yuan, while in 2007, the figure was 474 million yuan, and the net profit of the company increased by 52% annually.

While Adidas, the biggest sponsor of the Beijing Olympic Games, failed to get a little more benefit from the Olympics, Adidas Olympic marketing executives were fired.

For a time, Adidas's Olympic marketing strategy has been questioned unprecedentedly, and the industry is in an uproar.

The sponsorship of Olympic Games is not a life-saving straw, let alone a rule behind the sponsorship of Olympic sponsors. Olympic sponsors are allowed to make great plans in the Olympic Games, and can not flaunt themselves as Olympic sponsors in the Olympic host country.

This is one reason why most of the sponsors of this year's London Olympics are British companies.

Multinationals can only decide how much interest the host country can repay, or how many Olympic games they can win.

Therefore, this year's Olympic sports brand is only a sporting goods supplier of Adidas.

Compared with the 2008 Olympic Games in Beijing, how many Chinese sporting goods business opportunities still exist in London? Olympic games seem to be the new "Longmen" for sporting goods this year.

Jumping is a changer; on the contrary, it is sleepy.

However, for this year's London Olympic Games,

Strategic preparations have been made, and they said: "the Olympic Games will still play a stimulating role. The sports industry will face fierce competition this year.

In this environment, timely adjustment, faster inventory clearance and adjustment of store structure is extremely important. "

Every hero plays the edge ball.

Li Ning Co did not perform well last year.

Following the sharp decline in the 3 indicators of operating income, gross profit and net profit in the same period last year, in the first half of 2012, the number of orders for Li Ning Co shoes products decreased by double digits in the year, while the annual decline in clothing products exceeded 20%.

This summer coincides with the Olympic Games. Li Ning Co carp leapt to Longmen and is bound to prepare for this year's London Olympics.

In addition to launching the torch to ignite the Olympic flame of Athens, reproducing the Olympic spirit and playing the Olympic culture card this year, the main energy of the Li Ning Co is to focus on Athletes' equipment.

Sportsman's clothing is the highlight of Lining's marketing, and 2012 has highlighted its craft, the so-called "red scale" series of matches, which is made of ultrasonic laser technology and semi cut dragon scale structure.

This also shows that since Lining entered the US market in 2010, he has been digging deep into the efforts of domestic suppliers.

This time, Chinese athletes are going to London to win more medals, which will bring Lining sportswear to the world, which is much more beneficial than Olympic sponsors.

It also helped Lining achieve their dream of making the cake in the US market bigger in the year 2014 and striving to become one of the five major sports brands in the world in 2018.

In London Olympic Games, compared with the sports brand bigwigs, the competition pressure of other sporting goods providers is greater. This opportunity is caught by the carp leaping over Longmen. Otherwise, the market will be squeezed away and the road will be narrower.

Anta, who is firmly in the "second place" position, has taken the road similar to Lining, which is equipped with the award dress "champion dragon suit" for the Chinese sports delegation.

"Champion dragon suit" looks more dazzling than Lining's sportsmen.

In May 17th, Anta also launched the naming ceremony and the launching ceremony of the Olympic strategy with the theme of "joining the Chinese sports delegation, Dragon King London". Of course, the appearance of former sports stars Xu Haifeng and Guo Jingjing is natural.

The announcement is not only a stunt, but also a sign of the official start of Anta's London Olympic strategy.

Relatively strong Lining and Anta, PEAK's strategy is "small and broad" - subsidized by alternative sports stars.

This year, PEAK has signed 6 Olympic teams, including New Zealand, Slovenia, Algeria, Lebanon, Iraq and Cyprus, to provide them with sports equipment such as award dress and match jacket.

Although the Olympic Games sponsored by PEAK are small countries, they are the countries attracting frequent attention in the international community.

In terms of the number of sponsoring national teams, the number of delegations signed by PEAK is only inferior to that of international brands Nike and Adidas, forming a map of sporting goods covering four continents.

Of particular concern is that the support of Algeria countries such as Arabia, Lebanon and Iraq, which attracts the attention of the Middle East, is bound to win the favor of Arabia countries for Chinese sports brands and will open the Arabia sporting goods market.

In addition, the delegations of these sponsored countries actually have great strength in many projects.

Algeria has an obvious advantage in track and field events. Cyprus hopes to cash in on the sailing events. Slovenia has the world's top level in rowing, canoeing, track and field and shooting.

This means that once the "star country" team wins the award, PEAK's equipment, including the award dress, will emerge on the London Olympic stage.

Unlike PEAK, which stares at the "star country", XTEP, who plays the fashion game without exception, has chosen the stylistic star to help. Its spokesman, the US sprinter Justin Gatlin, has appeared with Taiwan film star Lunmei Kwai, and launched a running club with the theme of "Fun Route" in the 798 Art District of Beijing.

At the same time, XTEP's "fun show" is also embedded in its fashion theme - "fashion run" and "technology run", the two major products will be launched simultaneously.

Gatlin said at the scene that he will wear "XTEP boots" and the elite.

As early as in January 6th, in January 6th, the CCTV sports press group, the producer of the London action series for the London Olympic Games, signed a contract with the 361 degree (China) Limited company to reach a cooperation.

361 degrees wisely chose CCTV to master the London Olympic Games' right to speak, and made exclusive Olympic equipment for CCTV sports reports and three Chinese Olympic teams.

As above, the way of cooperation between enterprises and the Olympic Games has been divided into three main categories: one is official sponsorship, the other is parasitic marketing, and the other is through cooperation with television media or network media.

Lining's implicit marketing strategy mentioned above has grabbed Adidas's Olympic Games, which is parasitic marketing.

From the commercial development strategy of this year's London Olympic sports brand, the Chinese sporting goods brand is still more inclined to the other two categories: the way of official sponsorship and support for media cooperation, but this sponsorship is not a sponsor of London Olympic Games, but a sponsor of the national sports delegation or a supplier of equipment. However, there is no other brand trend in cooperation with the media except 361 degrees.

In addition, signing a contract with a stylistic star and playing a theme series is also a way. Although this is the old way to lose teeth, it can be regarded as a good way of Olympic business operation.

However, for such a world-class world-class event of the Olympic Games, these development strategies seem rather thin.

It is still superficial for the sports goods dealers to excavate the "soft power" of the Olympic Games, but to really recognize their distribution methods and mobilize the Olympic Games of all the people, it seems to be a blank spot to break through the Olympic Games from the distribution mode and service.

The outside world is wonderful.

Some time ago, Nike and Adidas supported Michael Jordan together.

(micro-blog) lawsuits, making the wind and fire, full of wind and rain, the purpose of this hype is to clear up "obstacles", spread propaganda, and enter the plot of the two or three line city.

Now it seems that Adidas has begun its so-called "2015 way" strategy, which has lost the market share of the Beijing Olympic Games through the London Olympics and has moved to the three or four tier city.

For example, NEO is the low-end brand of Adidas entering the three or four line market. Now it has set up nearly 900 sales outlets in the three or four line market.

Foreign brands' rush to the three or four tier cities seems to alarm the domestic sporting goods business.

London Olympics "Longmen" is a ridge.

Looking at the sporting goods market in China, apart from Nike and Adidas, which have occupied a large number of cities in China's first tier cities, China's local brands have formed a "super and strong" situation in the past few years: Despite the tight inventory of Lining last year, Li Ningtou's position is difficult to shake up, becoming a sports brand's "big cell phone"; second of its position is occupied by Anta's 36 day product turnover time and sales volume, but it has more than 8200 stores with Lining's share of 8.7% of the market, and plans to add 500 new ones in 2012, which is hard to compare; the remaining third position is taken by small and medium-sized brands such as 361 degrees, XTEP and PEAK.

For example, PEAK's investment in this year's Olympic Games has not been reduced. Instead, it will increase or decrease. The investment of capital and manpower will be greater than that of the Beijing Olympic Games. PEAK boss Xu Zhihua (micro-blog) said: "the Olympic Games is the best opportunity for communication between sports brands and consumers. We will assist delegations from seven or eight countries so that the world can hear more Chinese voices."

He explained the reasons for the increase. "The Olympic Games is the best opportunity for sports brands to communicate with consumers.

Indeed, London Olympics is an opportunity to improve the ranking and expand brand awareness.

In particular, the use of new media, cooperation with e-commerce sites to carry out online clearance, improve product turnover speed, but also contribute to the sale of new products; increase interaction with sports enthusiasts and the general public, the "Olympic Games" spirit of the Olympic Games and brand distribution links; seize small and medium-sized brands with market strength of the three or four line cities, even urban and rural areas and rural areas, more factory shops and discount stores.

We must know that the key to the reshuffle of China's sporting goods market is to seize the hearts of consumers again.

It is not impossible for sports brands to rush out of a dark horse this year.

"So now it's an opportunity for the two or three line brand to change its own ranking. Maybe it will jump out of another Anta."

Anta CEO Zheng Zhiping said so.

"Carp" leaps to Longmen and leaps to "dragon". On the contrary, it is "fish".