Sports Brand Competition Starts In Olympic Games

What is the geometry of the sponsors?

The Olympic sponsors seem to be the "meat and potatoes" of many sports brand enterprises, and the Olympic ticket sponsor's ticket is equivalent to the carp leaping Longmen and entering a new world.

The Olympic TOP sponsorship program, which began in 1985, takes 4 years as an operational cycle, which includes a winter.

And a 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.

In 2008, Lining's Olympic torch exploded Lining.

The sales of gold big Li, that year, Lining is a great success.

And the biggest sponsor of the Olympic Games.

But not a little bit of sweetness, so Adidas Olympic marketing executives were fired.

Suddenly, the Olympic sponsor's marketing strategy was challenged by the industry.

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Therefore, the sponsorship of the Olympic Games is not a straw.

This year's London Olympics is about to start.

It is reported that Li Ning Co has made strategic preparations, 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. "

Compared with the 2008 Olympic Games in Beijing, what are the business opportunities of China's sporting goods industry in London?

Heroes display their skills.

Lining, as China's sporting goods industry "boss", performance in recent two years is not ideal.

After 3 indicators, such as revenue, Maori and net profit in 2011, the year of 2012, the order amount of Li Ning Co shoes products dropped by double digits in the first half of 2012, while the annual decline of clothing products was more than 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.

It is reported that this year's London Olympic Games, Li Ning Co chief executive will use torch to ignite the Olympic flame of Athens, reappear the Olympic spirit, and play the Olympic culture card. This time, the main focus is 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.

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.

PEAK, as a well-known brand enterprise, can not afford to seize resources.

The strategy of PEAK is "small and broad", which is sponsored by sports stars from other countries.

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.

For the Olympic games such a world-class national large-scale event, China's major sports brand "competition" has begun.

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