Chinese Sports Brands Compete To Bet On Who Wins And Who Loses.

Anta has become the highest level "strategic partner" of the COC.

At the end of the Beijing Olympics, Anta aimed at the 2012 London Olympic Games.

In 2009, after the long negotiations after the Beijing Olympic Games, Anta defeated the rival Lining and Adidas, and finally reached a strategic cooperation agreement with the Chinese Olympic Committee, becoming the Olympic sports of the Chinese Olympic Committee in 2009~2012.

Partners.

Lining, who competed with Anta for "strategic partnership" to lose by a narrow margin, announced that he would support more than 600 athletes across five continents and provide them with professional sports equipment. At the same time, they signed 5 gold medals, including the Chinese gymnastics team, shooting team, diving team, table tennis team and badminton team. China's "dream team" provided equipment support.

PEAK has set their sights on foreign countries. They signed contracts with 7 new Olympic delegations in New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus. The number of delegations signed ranks only behind the international brands Nike and Adidas.

The first.

At the London Olympic Games, PEAK will provide 7 Olympic teams with sports equipment such as award dress and match jacket.

361 degrees in addition to the traditional sponsorship of the national hockey team, the national modern five teams, the national cycling team and other 6 Chinese national teams and the signing of sports stars, it also sponsored the Olympic Committee of the DPRK, Belarus, Latvia, Croatia and Maldives, and 361 degrees also provided a full set of reporting equipment for the CCTV Olympic Games reporting group.

Smaller sports brands, such as Hongxing Erke, announced the provision of uniforms for 3 countries, namely Uzbekistan, South Africa and Iran.

Jordan sports said he sponsored the 3 National Olympic Committees of Mongolia, Kazakhstan and Turkmenistan.

All sports companies, including Li Ning Co, refused to disclose the specific amount of sponsorship for the Olympic Games on the grounds of "agreement".

Lai Shixian, the executive director and chief operating officer of Anta, as the "strategic partner of the Chinese Olympic Committee", is only willing to disclose that "the two sides' cooperation covers a wide range of interests, length of life and sponsorship, which are unprecedented in the Olympic history of China."

The Chinese Olympic Committee said that the cost of sponsorship provided by Anta has exceeded the cost of "Olympic top sponsors".

However, most market analysts pointed out that the sponsorship level of Anta sports was at least 600 million yuan.

According to the public earnings report released by Anta sports, the advertising and publicity rates in the mid 2011 have risen to 12.6%, and will rise to 14% in 2012. According to the 2011 turnover of 8 billion 900 million yuan, the sports marketing expenses, including the Olympic Games, have exceeded 1 billion 200 million yuan.

PEAK has sponsored only one Iraqi team in 2008, but this year, it sponsored 7 teams to reckon, and they have increased their investment by 7-10 times.

Break through

Local sports brand growth slowed down, homogenization competition intensified, China's local sports companies, this Olympic Games as a "turning around" opportunities.

In the past 2011, several major sports brands in China were suffering from backlog.

Lining's annual report shows that in 2011, their inventory reached 1 billion 130 million yuan, almost two times that of 2008.

The stock of other major sports brands is also huge. Anta stock is 618 million yuan, XTEP inventory is 671 million yuan, XTEP stock is 451 million yuan, PEAK stock is 421 million yuan.

"4 years ago, during the Beijing Olympic Games, sales performance rose sharply. This year, domestic sports brand enterprises have been troubled by high storage pressure.

Under the pressure of inventory pressure and the obstruction of channel expansion, everyone hopes to bet on the London Olympic Games to break through the current predicament.

Liu Xiang, deputy director of PEAK public relations, said.

Anta has become the official partner of the Chinese Olympic Committee. It has been outspoken that it has spent more than 6 hundred million. Many industries are not optimistic about the return of this investment.

But Anta said it was worth it, because in their view, the core value of the official identity of the Chinese Olympic Committee is to enhance the brand height, which is very valuable for Anta's brand relocation, which is what Anta needs most now.

"Naming champion dragon clothing" and launching the Olympic strategy in the sporting goods industry are also hoping to convey the brand image of "representing China" and "representing the essence of sports."

Ding Shizhong, chairman of Anta sports board, said.

Lining hopes to restore Lining's brand image and restore the declining market through the London Olympic Games.

In 2008 Beijing Olympic Games, Lining as the last torch torch, ignited the Olympic torch, which also made the "Lining" brand the biggest winner. Li Ning Co's financial report showed that its annual turnover was 6 billion 690 million yuan, an increase of 53.8% compared with 2007, and a gross margin of 48.1%. In 2009, Li Ning Co sold more than Adidas in the Chinese market.

But since 2010, Lining has begun to slide, and this year is down 65% compared with the same period last year, which led to the more than 10 year old Lining's re emergence and a huge adjustment to the top management team.

"Li Ning Co expects to take the opportunity of 2012 London Olympic Games to further enhance public awareness of Lining's brand and achieve long-term, stable and healthy development."

In reply to our correspondent's mail, Li Ning Co said that in order to increase their influence, their chairman, Lining, "once again came out of the mountain", personally launched the torch relay in Athens, Greece. In order to match the Olympic propaganda, they released the "red scale" series of competition suits, and selected five dragon goddesics, namely, good flying, lucky, happy, full of life, and spirituality, respectively named the Chinese gymnastics team, the Chinese shooting team, the Chinese diving team, the Chinese table tennis team and the Chinese badminton team.

The Li Ning Co said that the five teams have been Lining's sponsor for many years and the traditional gold medals. In the 2008 Beijing Olympic Games, the 5 teams won 51 gold medals. The Olympic Games were always broadcast live. This is extremely advantageous from the point of view of communication.

In addition, they also sponsor more than 600 athletes from five continents, which will increase Lining's brand recognition.

PEAK, which has always been internationalized, has placed its Olympic breakthroughs on overseas markets.

PEAK's performance last year was not ideal.

Net profit fell 5.4%, to 780 million yuan, and inventories also rose 25.73%. The turnover days of inventory increased to 49 days from 38 days in the previous year.

According to its earnings report, the order volume of PEAK orders in the fourth quarter of 2012 (calculated at wholesale prices) fell by 20% to 30% over the same period.

The average wholesale price of footwear and clothing is zero growth.

In this case, PEAK said they would control the domestic hyperbole and expand their stores to overseas markets.

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Chinese brands bet on Olympic Games

In an interview with PEAK CEO Xu Zhihua, he made no secret of his ambition, saying that PEAK hopes to enhance its popularity and market share with the help of the global stage of the Olympic Games.

At the launch of its Olympic strategic plan, PEAK shouted the "three hundred target" of enterprise development, that is, in 5 years, PEAK trademark was registered in 100 countries, PEAK products entered 100 countries and regions, and PEAK products overseas sales revenue reached 10 billion yuan in 10 years.

Gamble

From the perspective of Brand Company, choosing sports stars to do endorsements is a bet game.

If the sports stars selected by Brand Company can win gold in the Olympic Games, it will be good news for the company from the exposure rate and brand awareness.

However, none of the companies that are lucky enough to sign up may win the gold medal.

Therefore, how to choose the spokesperson for sports stars is a test for the domestic sports brand.

According to our reporter, every Brand Company has specialized sports marketing team responsible for the screening and service of sports resources.

But unlike foreign companies who have different habits of training from green athletes, domestic sports Brand Company are more interested in famous athletes and newcomers with some reputation.

Li Ning Co said they are now signing up famous athletes and potential rookie.

For example, they signed Jamaica Asafa Powell, Powell Isinbaeva (Yelena Isinbaeva), javelin Prince Andreas Tohilderson (Andreas Thorkildsen) and new world championship champion Christian Taylor (Christian Taylor), this time, they will provide them with Special Olympics.

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"How to select athletes, we have professional teams to assess and have a set of evaluation criteria."

Li Ning Co told reporters, but the standard of the screening system involves business secrets, but it reveals that when the athletes are signed, the Olympic cycle is an evaluation standard for them.

Besides, athletes' achievements and influence are also a standard for their assessment.

This year's London Olympic Games, PEAK did not sign any Chinese national team and athletes, but sponsored 7 Western Asian teams.

"Sponsoring the West Asian sports team, which is determined by the market, PEAK products have always been selling well in Western Asia, and the cost of sponsoring these teams is relatively low. Internationalization has always been our route, but the influence is not enough and the voice is not loud enough."

PEAK's CEO Xu Zhihua also told reporters that because of the limited conditions, local brands could not afford to start training from green athletes like overseas, so most of PEAK chose famous athletes and athletes with success.

If it is more early, the return of athletes will be greater after fame, but on the other hand, the risk will be higher.

Those who have been overexploited are not within their scope of consideration.