• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Domestic Sports Brands Need To "Subtract" For Olympic Marketing.

    2012/8/10 10:36:00 50

    Sports BrandOlympic MarketingLining

    Unlike the Olympic Games, the "marathon" war of Olympic marketing has just entered the midfield.

    In the increasingly fierce competition of Olympic marketing, brand enterprises should make subtraction instead of addition.


    Anta's champion dragon suit wins Chen Ruolin's 10 meters platform again.


    Get together Olympic marketing


    In order to take the initiative in Olympic marketing, Lining, Anta, PEAK, and 361 sports brands have already targeted their respective territories, and have joined the Olympic marketing "commercial war", showing the trend of getting together.


    For example, after the Beijing Olympic Games, Anta actively strives to become a strategic partner of the Chinese Olympic Committee during the period from 2009 to 2012, and has become a sponsor of the Chinese team's award dress. Its sponsorship amount is RMB 600 million yuan.

    Lining and PEAK choose to host Olympic teams at home and abroad: Lining chose to sponsor five fantasy teams for Chinese gymnastics, diving, table tennis, shooting and badminton. PEAK chose to sponsor 7 Olympic delegations such as New Zealand, Lebanon and Iraq. 361 of those who were not to be outdone chose to sponsor North Korea and other national delegations in addition to increasing advertising in CCTV.


    Careful viewers can easily find that there are only two brands in the Chinese gymnastic delegation's "outfit": Anta shoes, Lining socks and Lining boxes.


    In view of the marketing campaign that the domestic sports brands have entered the midfield in the London Olympic Games, Zhang Qing, President of the key sports value research institute, said that this is a means for sports brands to boost market morale, and is also one of the measures for enterprises to reshape the market image and rise again to get out of the market predicament.


    However, behind the bright Olympic Games, the domestic sports brands are faced with challenges such as market downturn, high inventory and declining profits.


    Olympic marketing tragedy


    Despite all kinds of risks, it is not enough to extinguish the enthusiasm of the major sports brands in China to actively participate in sponsoring the Olympic Games.

    Especially under the influence of the 2008 Beijing Olympic Games, the whole industry experienced a period of rapid growth in marketing and production.

    However, after a short period of rapid growth, since the second half of 2010, the problems such as high inventory of sports brands, declining profits, blind marketing and other issues have been highlighted, even known as the "sequela" of the Olympic Games.


    According to the annual report data released by various sports brands, Lining's inventory reached 1 billion 130 million yuan in 2011, almost two times that of 2008; Anta's inventory was 618 million yuan; XTEP's inventory was 671 million yuan.

    While the stock prices were high, some sports brand profits also showed a downward trend. In 2011, Lining's net profit fell 65.2%, and PEAK's net profit fell by 5.4%.


    According to the data provided by Zhu Meng, a management consultant, the inventory situation of the industry has not been well digested so far.

    According to the Anta announcement, 2013 orders for the first quarter will be reduced by 20% to 30%, and Zhu Meng believes that this is mainly due to its consideration of inventory adjustment.

    The inventory problem of other brands has not been fundamentally solved.


    Before 2008, the domestic sports brand has passed the growth period of nearly ten years.

    At that time, the industry generally agreed that the 2008 Olympic Games in Beijing will bring the whole industry to a peak.

    Nowadays, brand building and promotion are becoming more and more important.

    However, few people have foreseen that this opportunity is implying a crisis - the misjudgement of policy makers on market demand.


    Due to the optimistic anticipation of market demand and consumer's enthusiasm, Lining, Anta and other domestic brands have launched new clothing, shoes and souvenirs. After the introduction of new clothing, shoes and souvenirs, the current situation and influence of the decline of European and American economies and the weakening of domestic market demand have gradually become a reality. Even Adidas, the biggest sports brand in the world, is hard to escape.


    To this day, Adidas is still beset with problems such as high inventory, Olympic marketing and so on.

    Today, it faces a more pressing problem: it has no way to overcome the obsession of Nike, Lining and other brand marketing.


    Olympic marketing needs to be subtractive.


    As a sponsor of the 2008 Beijing Olympic Games and an important international sports brand, Adidas did not gain instant marketing results because of its sponsorship of the Beijing Olympic Games.

    Despite the introduction of various protective measures by the London Organizing Committee, Nike and Lining's marketing are still doing their best.


    Recently, Lin Dan won the London Olympic Games and Chen Yibing lost the gold because of the miscarriage of justice. His rival Nike immediately launched a series of advertisements to "live your greatness".

    The advertisement is popular on the social networking sites, such as micro-blog, which is mainly driven by young people. This undoubtedly proves that Nike is obviously slightly better in Olympic marketing.


    Lining has also launched an advertisement similar to Nike and launched inspirational advertising slogans which are mainly in line with young people.

    However, Lining mainly sponsored the delegation in London Olympic Games, and PEAK and other brands also had similar actions.

    In this way, when brands realize the value of Olympic marketing, they also share similarities and differences in marketing strategies.


    However, there are still people in the industry to remind China that the Chinese brand is so popular.

    Clothing brand

    The main battlefield of the Olympic Games in China is that the London Olympic Games can not attract the attention of the Chinese mainland as the Beijing Olympic Games. Therefore, it is not appropriate to place too high expectations on the London Olympic marketing.


    From the point of view of Olympic marketing, the brands must do subtraction instead of addition.

    Enterprises should lock in the main direction and highlight their differences.

    In addition, we should expand investment beyond brand promotion and channel expansion, such as product development, category management, better combination of wholesale and retail channels and better user experience.

    • Related reading

    Where Will The B2C Electricity Supplier Go In The Future?

    Daily headlines
    |
    2012/8/10 10:02:00
    43

    Anta Anta Bird Sports Public Clothing Company Entered The Cold Winter Hand In Hand

    Daily headlines
    |
    2012/8/9 16:07:00
    144

    Carrying Out The New National Standard For A Week, Xinjiang Urumqi Market "Non A" Children's Wear Is Still On Sale.

    Daily headlines
    |
    2012/8/9 9:48:00
    32

    Van Guest Leads The First Internet Clothing Business Standard

    Daily headlines
    |
    2012/8/9 9:16:00
    34

    Extreme Cold Hits The Textile And Garment Industry Quietly.

    Daily headlines
    |
    2012/8/9 8:45:00
    39
    Read the next article

    Summer Sports Net Wear Shoes, Clean And Smart.

    Tennis shoes are suitable for summer wear, that is, breathable and easy to move, but cleaning them is really a big problem. We may as well learn some cleaning methods.

    主站蜘蛛池模板: japanese日本护士高潮| 亚洲欧洲专线一区| 亚洲xxxxx| 97久久人人超碰国产精品| 精品免费AV一区二区三区| 无遮挡很污很爽很黄的网站 | jizz大全欧美| 日韩中文字幕在线视频| 国产111111在线观看| littlesulaa小苏拉| 精品一区二区三区在线视频观看| 扒开两腿中间缝流白浆在线看| 农村老熟妇乱子伦视频| 一级二级三级毛片| 精品无码久久久久久久动漫| 成人777777| 冲田杏梨AV一区二区三区| 99久久精品这里只有精品| 欧美黑人xxxx性高清版| 国产成人综合洲欧美在线| 中文字幕亚洲电影| 精品国产欧美一区二区| 国产精品黄网站| 亚洲日本国产精华液| 5g996未满十八| 日本高清一本视频| 国产一级一级一级国产片 | 黄色永久免费网站| 日韩三级在线电影| 再深点灬舒服灬太大了岳| 538prom在线| 日日噜噜噜夜夜爽爽狠狠| 啊轻点灬大巴太粗太长视频| 99久久免费精品高清特色大片| 欧美日韩国产片| 国产乱码一区二区三区爽爽爽 | 精品无码av无码专区| 国产精品无码V在线观看| 亚洲av本道一区二区三区四区 | 免费a级毛片无码免费视频| AV无码久久久久不卡网站下载|