Who Will Win The Competition For Clothing Enterprises At The Closing Of The Olympic Games

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The Olympic Games, as a sports event participated by all countries in the world, has become the focus of people's eyes because of the level of the event and the star effect of the athletes, which has caused extensive media coverage, and thus attracted the attention of all sectors of society. It is a great opportunity to show the brand to the world, reaching a breadth that enterprises cannot reach simply through advertising, The reachable range is unmatched by other activities.

Now, the London Olympic Games are still in full swing, you can remember China Clothing brand What are they?

Off court competition

In 2008, Li Ning lit a flying fire at the opening ceremony of the Beijing Olympic Games, and his share price rose by 80% in just over a year. More importantly, flying to the ignition has made people all over the world remember the Chinese brand "Li Ning" behind Li Ning, a former sportsman and now a businessman, which is a huge invisible asset of the "Li Ning" brand that cannot be bought with money.

It is reported that after the 2008 Beijing Olympic Games, the operating revenues of Li Ning, Anta, Tebu and China Trends all increased significantly year on year. At that time, the revenue of Tebu surged 174.3% year on year; By the first half of 2009, the highest year-on-year growth in turnover of the above four enterprises was China Trends, which was 33.5%; In the first half of 2010, Anta had the highest year-on-year growth in turnover of 22.6%.

For the Olympic Games held in London this year, Li Ning has successfully won the sponsorship of five dream teams in the Chinese Olympic delegation, including gymnastics, diving, table tennis, shooting and badminton. These five sports teams are also the hot spots for the Chinese delegation to win the championship in previous Olympic Games.

Li Ning's slogan for the London Olympics was "Dragon Shines in London". Li Ning hopes to rebuild the brand image to recover the declining market through the London Olympic Games. For this reason, Chairman Li Ning "went out again" to pass the torch in Athens, Greece.

In recent years, Anta, a famous sports brand in China, has been making great strides forward. Since its establishment, Anta has expanded more than 2000 stores in just a few years, with a high density of distribution points. It is reported that in 1999, Anta's sales increased by 35%, with strong market response. According to Anta's 2011 annual report, Anta realized a net profit of 1.73 billion yuan, up 11.5% year on year, and its turnover rose 20.2% year on year to 8.904 billion yuan.

For the rapid development of Anta, some experts in the industry believe that the biggest secret of its success is to pioneer sports marketing. In addition to the employment of Kong Linghui in 1999, in 2004, they signed the contract of "CBA's only designated sports equipment" for 7 years at an annual price of 25 million yuan when their annual sales were only 310 million yuan.

How can Anta be indifferent to the Olympic Games, the top international event held every four years? As soon as the 2008 Beijing Olympic Games ended, Anta aimed at 2012. In 2009, after a long negotiation, Anta defeated its competitors Li Ning and Adidas, and finally reached a strategic cooperation agreement with the Chinese Olympic Committee (COC), becoming the partner of the Chinese Olympic Committee in sports clothing from 2009 to 2012. According to the agreement, the Chinese Olympic Committee will package the Olympic cycle from 2009 to 2012, and Anta Sports is authorized to sponsor Chinese sports delegations to participate in 11 major international events, including the 2010 Vancouver Winter Olympics, the 2010 Guangzhou Asian Games and the 2012 London Olympics, to provide championship equipment.

In the 2011 semi annual report, Anta announced that "the rate of advertising and publicity expenses for the mid-term Olympics will rise by 0.6 percentage points to 12.6%, and will further rise to 14% next year". Calculated by the turnover of 8.9 billion yuan in 2011, this sports marketing expense will exceed 1.2 billion yuan.

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The 30th China International Sporting Goods held in May this year exposition On the theme of "more love, just in London", 361 ° made an appearance with a full range of Olympic equipment. In addition to sponsoring Chinese Olympic teams such as the hockey team, the modern pentathlon team, the cycling team and the multinational Olympic committees, 361 ° also sponsored Chinese swimmer Sun Yang, the new NBA wolf king Kevin Love, and the Olympic pole vault champion Steve Hooker.

This time, 361 ° is going to snicker. As a bet in advance, Sun Yang won the gold medal in the men's 400m freestyle final in the early morning of July 29, Beijing time. As the sponsor of Sun Yang's London Olympic equipment, 361 ° is in the limelight. It is reported that on August 2, in the Hong Kong stock market, after the opening of 361 °, it rose sharply, rising 5.26%. Later, Sun Yang successfully won the gold medal in the men's 1500m freestyle final.

In addition to sponsorship, at the beginning of this year, 361 ° cooperated with CCTV Sports Channel to create London Action, making it a high-quality all media marketing activity for the London Olympic Games. The program content covers information, special programs, forum placement, special programs during the Olympic Games, etc.

In addition to the brands mentioned above, other domestic brands are not afraid to lose any chance to relate to the Olympic Games. For example, PEAK successfully signed contracts with 7 Olympic Committees this time, including Iraq, New Zealand, Algeria and Neiya; Jordan will design the award-winning uniforms for the three teams of Kazakhstan, Turkmenistan and Mongolia for the 2012 London Olympic Games.

At the opening ceremony, the men's uniforms of the host British sports delegation were made by a company; Dayang Chuangshi of Dalian produced entrance gowns for the American delegation. On the same day of the opening ceremony, Yiwen, a domestic men's wear enterprise, presented a fashion show with the theme of "Harmony" to the people of the world.

What is the marketing of the Olympic Games

There are many marketing methods, but why do brands love the Olympics so much? Some insiders believe that the Olympic Games is a good opportunity to enhance brand influence. If we can maximize this marketing opportunity and closely link our own brand with the Olympic spirit, it will make consumers have a positive impression on the brand, and play a finishing touch or even unexpected effect on brand promotion. There is a classic theory in the sports industry based on the gold medal winning point: sports brands attach importance to the moment when athletes win major victories. This focus moment is the best time for sports brands to get their gold medal and expose themselves. Linking their brand image to victory at all times is equal to injecting fresh blood into the brand at all times.

Industry insiders believe that enterprises promote themselves by taking advantage of major events or events at home and abroad to attract public attention, and high-end sports events are just a publicity platform that can highly attract people's attention.

On the day of the opening ceremony in London, in the Lancaster Palace, Britain's first commercial official residence, the Yiwen Group, invited by the Chinese government, presented to the world a fashion feast with the theme of "harmony", which was amazing. However, this is not a simple show. In the opinion of Xia Hua, president of Yiwen Group, it also represents the transformation and upgrading from "Made in China" to "Created in China", and is a sign of the mature development of Chinese brands.

Experts said that only when Chinese brands truly approach their own culture and present the aesthetic feeling accepted by the world can they win respect and acclaim. In this sense, Yiwen's fashion show on the day of the opening ceremony is not only to promote his own personal brand, but also to show Chinese brands to the world; It is not just to display products, but to promote Chinese culture. For example, the fashion show was directed by Wang Chaoge, director of the opening ceremony of the 2008 China Olympic Games. The team brought melting water from the snow mountain at the source of the Himalayan Yarlung Zangbo River, soil from Zhoukoudian in Beijing, one of the birthplaces of human civilization, and wheat specially planted in Zhoukoudian into the layout of the fashion show. In terms of costume design, the designer adopts the rounded outline of traditional Chinese costumes at the shoulder and other positions, pursuing the implication of "round outside and square inside" of traditional Chinese culture. The clothing patterns are selected from traditional Chinese landscapes and flower and bird paintings, which are reflected in details.

With the help of the London Olympics, the footprints of Chinese brands should be left on the land of European sports power. This Yiwen fashion show in London can be seen as a case of the brand exporting Chinese cultural values.

For Chinese sports brands that have various relationships with various events, they should focus on brand culture stories and brand core spirit, "to dig out things that are really valuable and beneficial to consumers", and as a sports brand, they should consider how to implement the essence of Chinese culture. "Hard power and soft power are equally important. Although enterprises are rich in funds and have many stores, soft power is not enough. The cultural value of sports brand output should be advocating a positive attitude towards life and a healthy outlook on life, as well as the spirit of struggle and hard work. Clothes should not be just clothes, but should have a spirit in it." Experts believe.

Zhang Tao, Vice President of Anta Sports Goods Co., Ltd., said in an interview with our reporter earlier that from the perspective of driving the forward development of the entire industry, Anta has persistently emphasized that the influence of the sports goods industry of the entire industry can be enhanced through brand driving and the demonstration of sports spirit. "Anta has been working hard to become a partner of BOCOG, popularize the Olympic spirit among Chinese people, and demonstrate the spirit of Chinese sports on behalf of Chinese sports worldwide."

Experts told reporters that in combination with the current development of the domestic footwear and clothing industry, brands can use the opportunity of the Olympic Games to promote in two ways:

First, the domestic sporting goods market has reached saturation, and there is little room for market growth. Expanding the world market and taking the road of brand internationalization has become an inevitable choice for local sports brands. The more profound significance of Chinese sports brands' winning the Olympic Games by sponsoring foreign Olympic teams lies in the brand's internationalization strategy. The marriage of local sports brands with foreign Olympic committees can not only rapidly improve the brand's popularity and market share in the local market, but also can gain local consumers' recognition of the brand through semi public sponsorship.

Second, this year, the inventory crisis in the footwear and clothing industry is serious. To really get out of the haze of inventory backlog and improve sales, the top priority is to improve brand value, correctly analyze market trends, and further expand the domestic market share. Olympic marketing is an opportunity for domestic shoe brands to break through the marketing dilemma.

At the same time, it is believed that without international marketing channels, the most advanced technology products in the world can only become one and a half sponsors with huge investment, which will not allow Chinese enterprises to fully share the fruits of the victory of the Olympic Games, let alone enable Chinese enterprises to achieve brand internationalization.

Experts believe that when using the Olympic Games as a major event to promote their own brands, they should focus on how to combine products with the Olympic Games ingeniously, how to maximize the use of this platform to promote and drive terminal sales. These major events have a time limit, and generally achieve a sensational effect in a short time. As a participating brand, it is necessary to grasp this timeliness feature, combine its product positioning with the advantages of such activities as the Olympic Games, to properly set off the style of the product, have a clear vision, have a harmonious relationship, and maximize the publicity effect in a short time. At the same time, brand publicity should play a role in real sales, and will use sports events to promote products and improve the terminal market Sales industry Achievements.