Jinjiang Sports Shoes Enterprises Attack Olympic Concept

With the approaching of the 2008 Beijing Olympic Games, the Olympic flavor of Jinjiang sporting goods advertisements is becoming more and more strong.

Reporters recently walked on the streets of Jinjiang, found that Anta, XTEP, gold lake, 361 degrees, CBA, Hongxing Erke, and so on, and many other local sports brand outdoor advertising has "upgraded version" - "I believe that waves can push forward waves", "let sports be different", "confident China", "China is brave to do its own", "rising China strength", "refreshing 08, TO BE NO.1", "no one can stop" and so on.

Advertising slogans are like brand windows. We can see the brand marketing strategy of Jinjiang sports brand during the Olympic year through the change of advertising slogans.

In the interview, reporters found that most consumers gave positive comments on these "upgraded versions" of advertisements. They generally believed that these new advertisements were permeated with the passion of sports and coincided with the theme of the 2008 Beijing Olympic Games. After reading it, they could better understand the spirit of struggle that these brands passed, thus resonating.

However, some people are worried that Jinjiang's individual brand advertising has not taken full account of its brand positioning when upgrading its advertising. It has jumped too much compared with the previous advertising style. Therefore, it may cause a lot of advertising campaigns to drain, and can not effectively accumulate brand equity.

In addition, some people believe that these brands follow the Olympic Games' brand blindly, which may lead to the homogenization of the whole regional sports brand in Jinjiang.

The evolution of Jinjiang's sporting goods slogan is familiar with the development of footwear industry in Jinjiang. There are mainly two schools of shoes in Jinjiang.

One is to take the professional sports route, with Anta, 361 degree and golden lake as the outstanding representatives; the other is to take the entertainment and leisure route, and take XTEP, del Hui and Hongxing Erke as the outstanding representatives.

In 1999, Anta pioneered the endorsement of Jinjiang's corporate stars, hired Kong Linghui to endorse, and played "I choose my favorite" advertisement.

With the success of Kong Linghui in 2000 Sydney Olympic Games, Anta quickly spread across the river.

However, in 2007, Anta gave up the phrase "I choose I like", which is familiar to people, and vigorously promoted the brand new idea, "never stop..."

Unlike Anta, the 361 degree professional sports line also takes the lead in badminton from the start stage of the brand, and the Chinese badminton team of Li Yongbo is wrapped up in one fell swoop, while Golden Lake focuses on Chinese table tennis women Wang Nan and Zhang Yining.

It is understood that the first slogan of 361 degrees is "wake up your mind, leopard, 361 degree movement armed", and later changed to "brave to be yourself". From the beginning of 2008, 361 degrees on the original basis called out the slogan "China is brave to be herself".

And the slogan of golden lake is from the original "never stop" to the later "believe in yourself" and then to the present "self-confidence China" as the founder of the entertainment and leisure route. XTEP started a new path from the beginning of the brand creation, invited entertainment stars Nicholas Tse and TWINS to speak, and put the "non ordinary feeling!"

As a brand proposition.

It is this slightly treason value that has been sought after by young people, and XTEP has become synonymous with alternative, avant-garde and fashion.

However, when XTEP interpreted the "non ordinary feeling" thoroughly, XTEP announced the abandonment of its slogan "non general feeling" at the beginning of this year, instead of "let sports be different".

"After all, XTEP is a sports brand, first of all, we must have the sense of movement."

According to Wei Hai, manager of XTEP planning department, from the perspective of 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, and shows clearly the brand's market positioning, which directly reflects the brand's appeal and attitude towards sports.

What is worth noting is that the first of the same entertainment and leisure routes of del Hui and Hongxing Erke, later in the brand positioning has a 180 degree change, which can be seen from its advertising language.

It is understood that the earliest slogan of "del Hui" was "my personality", which was plated by Jay Chou, a little girl in Taiwan, and later changed into a "star sports equipment". Now, the brand new slogan ON THE WAY (on the road) is launched; and the first spokesperson of Hongxing Erke is the movie star Jordan Chan and Jang Na Ra. At that time, the slogan was "Frank self, Hongxing Erke". In early 2007, Hongxing Erke's slogan was changed to "TO BE NO.1", but this year it was upgraded to "refreshing 08, TO BE NO.1".

The change of advertising slogans should be beneficial to the accumulation of brand assets. The change of advertising slogans in Jinjiang sports brands has its positive side. However, it is also undeniable that some enterprises have blind obedience and arbitrariness.

It is understood that many shoes and clothing brands, which have always been positioned for fashion and leisure, have changed 180 times in the advertising style this year. In order to play the Olympic concept, Ye Maozhong, a well-known marketing planning expert, warned that this kind of advertisement without continuity is likely to cause the advertising cost to be thrown before the water, and at the same time may cause consumers' confusion about the brand, thus losing the loyal consumers who had accumulated before.

During the interview, a number of marketing experts in China said that although the Olympic Games provided a golden opportunity for the development of the domestic sporting goods industry, the advertising strategy should also be systematically planned according to the positioning of the brand itself and the stage of its development. It should not only embody the Olympic spirit, but also maintain its brand personality, so as to truly create an advertising slogan that can cause consumers to highly resonate.

"In Chinese, the key words related to sports spirit are nothing more than breakthrough, pcendence, self-confidence, courage and strength. If we simply put together, the sporting goods brand in Jinjiang is likely to cause serious homogenization of brand spirit, thus making consumers cry out slogans at a loss."

Ye Maozhong, a well-known domestic planner, cautioned that the strategic upgrading of Jinjiang sporting goods brands must not simply find a few key words and make up an empty slogan.

"The refinement of advertising language should fully study the positioning of its own brand. Only by fully studying the needs of the target consumers' spiritual needs, can they design the brand values that are recognized by their real spiritual needs before they can be recognized by the market."

Ye Maozhong said.

From "I choose I like" to "never stop..."

The upgrading of Anta advertising is recognized by the industry as a classic case of the growth of national brands.

Although only a few words change, but these words background is the whole Anta brand upgrade system engineering.

As for the change of Anta's advertising strategy, Ding Zhizhong, chairman of Anta Sports Bureau, gave such an explanation: "Kong Linghui's sentence" I choose I like "called Anta's popularity. But with the rapid development of Anta, we found that the connotation of" I choose I like "is rather empty in market research, and there is no thing that resonates with consumers.

Around 2005, Anta invited AT corney, a consultancy, to jointly identify strategic plans for the next 5 years, including market positioning, core values and development goals.

After the investigation, the two sides' analysis of Anta's market position is that Anta's dominance is in the control of the low and middle end market. About this market, about 500 million Chinese consumers can't afford Anta, but with the increase of their income, they will become Anta's target customers.

Subsequently, JW Wei redefined the brand positioning for Anta, and put forward the slogan "never stop".

The expression of "never stop" is limited to two kinds: first, ordinary people achieve breakthroughs through efforts; the two is from success to failure and then to success.

Since the beginning of 2007, all the advertisements of Anta have been centered on the core value of "never stop".

"I believe that waves can push forward waves.

Anta never stops... "

"I believe that Jedi is the place to kill.

Anta never stops... "

"I believe where to fall and where to climb up!

Anta never stops... "

"I believe, step by step!

Anta never stops... "

Looking at the Anta 2008 Olympic advertising campaign series, we can find that although Anta's current celebrity spokesmen include the Chinese women's volleyball, table tennis, fencing, race walking, NBA rockets and other sports areas, it has become a celebrity endorsement.

However, we find that although these stars have different advertising versions and different appeals, Anta uses these "never stopping" brand spirits to string up these advertisements and form an organic whole. Therefore, there is a unified voice in brand communication, which effectively conveys Anta's brand spirit to consumers.

Like Anta, the 361 degree advertising upgrade takes full account of brand equity.

From "brave to be yourself" to "China's courage to be yourself", the new advertisement of 361 degrees has not only cut into the Olympic theme well, but also fully maintained its continuity. With the words of Bi Xiaojun, a senior partner of Shanghai Hui Hui marketing consultant, it is "on the basis of effective inheritance, it has greatly improved and fastened the theme of the Olympic Games."

Sports brand can use the Olympic Games rich sports spirit, Jinjiang sports brands are numerous, but sports brands like Nike and Adidas are rare.

"2008 Beijing Olympic Games will surely arouse the enthusiasm of the whole nation to focus on sports and participate in sports. At this time, if Jinjiang sporting goods enterprises can systematically plan their brand positioning, advertising appeals and sports marketing, they will quickly cultivate these brand's motion genes and enhance their brand connotation."

Ye Maozhong said.

As we all know, Jinjiang was the first to start with sports shoes. With the establishment of the monopoly system of Jinjiang sports shoes manufacturers in the late twentieth Century, sportswear and accessories became the most direct extension area of Jinjiang sports shoes manufacturers.

In recent years, with the rise of enterprises such as Anta, XTEP and 361 degrees, the sporting goods industry in Jinjiang is beginning to show itself. At the end of 2007, the successful establishment of the national sports industry base is a good example.

With the development of sports industry in Jinjiang, the marketing method of "star + advertising" has been unable to meet the development demand of sports brand.

It is in such a market environment that sports marketing has become a new choice for the brand of Jinjiang sports.

Since 2002, Anta has started sponsoring the professional sports league in China, and has become a sponsor of CBA, China Table Tennis League and China Volleyball League.

With the aid of sports marketing, the brand of Anta has been exposed to high frequency, and the motion genes of Anta brand have been accumulating.

Marketing experts believe that as the industry with the highest relevance to sports, sports industry has a unique advantage in sports marketing.

"We can see Nike, Adidas and other brands in the world's top basketball and football league. It is the wonderful moments of Beckham, Ronaldo, O'neal and other stars on the playground, which let consumers have brand worship for Nike and Adidas."

He Mu, a famous marketing expert in China, said that sports marketing gave Nike's brand the spirit of sports. Now Nike is no longer simply selling products, it is selling a sports spirit.

"Nike's JUST DO IT" and Adidas's Impossible Is Nothing (no impossible) have become the values of many young people. They are the consumers of Nike and Adidas under the call of this kind of values.

"Sports, especially high level sports events, are platforms for brand communication. By participating in sports events, corporate brands can be exposed to a certain degree, thereby enhancing their popularity."

He Mu said that although more and more sports brands in Jinjiang began to try sports marketing, they only saw the communication function of sports events, and did not effectively link the sports spirit with their brand spirit.

Ho Mu believes that in fact, another great commercial value of sports is not yet fully understood.

"Sports are the common language of the world. Under the banner of sports spirit, people of different skin colors and nationalities can well integrate."

He said that sports are full of passion and vigor. If a brand can successfully join the sports spirit on itself in 2008 when people are concerned about the Olympic Games, the brand will feel better and its appeal will be stronger and stronger.