Fujian Shoes And Clothing Enterprises Harvest Olympic Games, Anta Enterprises As The Representative Of Fujian Enterprises To Promote The First Tier Of Domestic Sports Brands.

Beijing yesterday morning, the London Olympic Games officially closed.

Although Fujian is far away from London, private enterprises in Fujian are very close to the London Olympic Games: Chinese sports delegation has been on the podium every time in Anta's "dragon suit"; on the 100 meter flying man, sprinter Gatlin stepped on XTEP's "war boots"; the 100 meter breaststroke champion, the South African Frog King kissed the medals, which was dark green.

From Hongxing Erke...

According to incomplete statistics, during the London Olympic Games, 21 countries' delegations were wearing 8 "Fujian roc" robes to appear on the playing field.

In the short 16 days of the Olympic Games,

361, XTEP, PEAK, Hongxing Erke and other private enterprises in Fujian have made moves, and staged an Olympic brand marketing war without gunpowder.

Experts say that after the London Olympics, the Fujian enterprises represented by Anta will officially enter the first tier of domestic sports brands, and are also at the forefront.

A

Anta plans sponsorship fee in four years 6 hundred million

In London Olympic Games, the most frequent brand of Fujian enterprises is not Anta.

As a sportswear partner of the Chinese Olympic Committee in 2009 -2012, Anta specially created the Olympic award dress "champion dragon suit" for the Chinese delegation. This means that the Chinese team won 88 medals (Note: one behind closed doors), and the champion dragon clothing appeared on the podium for 87 times, becoming the most exposed Chinese sports brand in this Olympic Games.

In addition to the "champion dragon clothing", Anta's "cross linking" cross boundary marketing is also the industry's evaluation of the Olympic Games marketing classic samples.

According to Shi Rui, director of Anta brand marketing center, during the London Olympic Games, Anta also launched a deep cooperation with the Chinese home Committee set up by the Chinese Olympic Committee, holding a number of athletes' media meeting activities, providing an interview and communication platform for media and athletes.

"In doing so, Anta can get the highest resources of Chinese media in London Olympic Games, making the promotion of brand culture a broader and more authoritative platform for discourse."

It is understood that the London Olympic Games, Anta invested 6 hundred million of the sponsorship fee.

Although the amount is high enough to let the industry speak, but Anta's joint International Olympic Committee and the Chinese Olympic Committee carry out comprehensive cooperation, from brand image promotion to all kinds of licensed goods, from terminal image display to electronic commerce. The benefits of these 6 hundred million exchanges are not small: the managers and cashiers of Macdonald Men shops all over the world have become Anta fashion models during the London Olympic Games, and Anta LOGO, which is printed on the Queen's milk box, has entered thousands of households.

In fact, Anta has become the most eye-catching Fujian enterprise in the Olympic Games, and has been planning for four years.

In the first few months before the 2008 Beijing Olympic Games, the Chinese Olympic Committee decided to wrap up all the events from 2009 to 2012 in order to balance the unpopular events and popular events.

"Competition was fierce at that time, and there were 11 domestic and foreign sports brands competing for it. For example, Lining, they had worked together with the Chinese Olympic Committee for a long time, and the odds were great. Foreign sports brands such as Nike and Adidas had a lot of money and could not be underestimated.

Compared with these brands, Anta's advantage is not obvious.

According to the relevant person in charge of Anta.

But Anta founder and CEO Ding Shizhong, after evaluating the tender of the Chinese Olympic Committee, decided to participate in the bidding at all costs and at any cost. He went to Beijing to lobby the Chinese Olympic Committee officials and organize a special team to take the bid.

At the 12 deadline of the deadline for submission of tenders, Ding Shizhong made the highest offer at noon on September 8, 2008.

After submitting the tender, Ding Shizhong seized every opportunity to do the work of the State Sports General Administration and sports officials, showing them the comprehensive strength of Anta.

Subsequently, the Chinese Olympic committee expert group carefully assessed Anta's offer, financial and technical strength, and finally decided to sponsor Anta.

In June 23, 2009, Anta officially became the "2009-2012 year Olympic Sports partner of the Chinese Olympic Committee and the partner of China sports delegation", and launched a new round of marketing campaign in the post Olympic era of Beijing.

"Anta's goal is to focus on the Chinese market and become the first local brand."

In Ding Shizhong's view, the Olympic Games are the top display platform of sports marketing. The Chinese delegation sponsoring the Olympic Games is undoubtedly of great help in promoting the popularity, reputation and core value of Anta brand. At the same time, the whole enterprise has been optimized and promoted in R & D, design, procurement, production and brand promotion.

Anta's four year plan is actually aimed at the London Olympics.

In the past four years, Anta has not only provided the award equipment for the ten major international comprehensive games for the Chinese sports delegation, but also deeply participated in the promotion of the Olympic movement in China, involving many fields such as the training of outstanding athletes, coaches, Olympic education, and so on.

According to the industry forecast, 600 million yuan is only sponsorship fee, excluding the relevant publicity expenses, Anta's Olympic publicity cycle actually started in 2009, and the whole Olympic publicity is down, Anta is expected to spend about 1 billion.

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B

In the 2008 Beijing Olympic Games, PEAK only sponsored an Iraqi team. But this year, the Olympic Games in London, PEAK exceeded the Beijing Olympic Games 10 times the amount, "record breaking" sponsorship of Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus 7 Olympic delegations, at the same time for Belarus athletes such as Olga Gwatersova 3 tennis players to provide competition equipment.

According to Liu Xiang, deputy director of Public Relations Department of PEAK brand management center, PEAK, which has been paying attention to "overseas marketing", has sold its products in sponsoring countries by 35 times before the Olympic Games.

In this Olympic Games, PEAK's Olympic marketing strategy has more humane care.

According to Liu Xiang, in July 26th, PEAK organized a team of 6 people to go to London. The deputy general manager of PEAK group, Xu Zhida, led the delegation to the Olympic Village in London to ask the feedback of the feedback from the delegations of various delegations to PEAK, mainly to understand whether the design and function of the clothing and shoes meet their needs, and to listen to their opinions and suggestions on the equipment of PEAK, so as to improve the design, development and production in the future.

"At that time, the whole delegation of Iraq forgot to put the national logo on the coat, and we flew the ironing equipment from the mainland."

"In fact, sponsoring the Iraqi Olympic team's Beijing Olympic equipment is by accident.

At that time, the Iraqi delegation was particularly difficult, and there was no sponsor. PEAK offered sponsorship to local distributors. The main purpose was to help them overcome the shortage of sports funds.

Liu Xiang said.

Liu Xiang also said that during the Olympic Games, Dana, the Iraqi 100 meter athlete, had not obtained the qualification to enter the Olympic Games before.

Because of the negligence of the delegation, the PEAK team met her in the Olympic village before she realized the situation. After 2 days of design and production of the sports equipment, he flew to Quanzhou from London and rushed to London 2 days before she went to the game.

In Liu Xiang's view, the influence of the gold medal is weakening. The key is to combine the spirit of sports, the spirit of Olympic Games with the connotation of their own brands, rather than to say that a brand signing athlete wins the championship.

Brand should be closely related to the spirit of upward movement, so that sports marketing can go a long way.

"At the next Olympic Games, PEAK has signed contracts with the 7 countries.

In addition, during our stay in London, our team contacted more delegations.

At present, dealers in Europe and Africa have accumulated 12 regions to negotiate with us.

Liu Xiang said.

C

XTEP "bet big" to bet on the US sprinter

In the London Olympic Games, XTEP took the strategy of "beating big."

"Compared with other sports brands, at this Olympic Games, XTEP's budget for Olympic marketing is still relatively small."

According to Zhao Xianglin, director of marketing activities at XTEP, "we mainly focus on running this sport. If athletes wear XTEP's running shoes to participate in the competition and win medals, it will help the company to gain professional recognition in the field of running."

In the Olympic Games, Gatlin, the sprinters of the United States, won the attention of the XTEP when he scored the third mark on the finishing line of the 100 meter race.

As an American sprinter, Justin Gatlin is also a veteran of the Olympic Games: the 2004 Athens Olympic Games won the 100 meters champion; the Beijing Olympic Games in 2008 was absent because of some external factors; on the eve of the Olympic Games, Gatlin's performance in various events steadily increased.

According to Zhao Xianglin, before the Olympic Games, some foreign brands are also negotiating with Gatlin. XTEP is negotiating with other sides through various channels overseas, while Gatlin is also interested in developing the Chinese market. The two sides finally signed the contract in April this year.

"Unlike the cost of external projections, the company signed long-term cooperation with Gatlin, so the cost includes only basic and annual fees, and the bonus is linked to his performance."

According to Zhao Xianglin, after signing the contract, there was a small episode: signing Gatlin was only 3 months away from the Olympic Games, and the time for the company to design specialized running shoes for Gatlin was very urgent.

XTEP organized a special team to design and work hard. Finally, Gatlin wore XTEP's "Olympic boots" to prepare for the third 100 mark race.

"Sports brand in Fujian has always had serious problems of homogenization. If we want to emphasize encirclement, we must take our own characteristics."

According to Zhao Xianglin, from 2009, XTEP began to focus on the "running" project.

Over the years, XTEP has sponsored a number of major sporting events, such as sponsoring 9 marathons, athletics and other events.

Zhao Xianglin said frankly, "fashion leisure sports combined with professional sports, walking on two legs."

XTEP's Olympic marketing strategy can be regarded as an important manifestation of professional sports.

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D

361 sign the entire Zhejiang swimming team.

In this Olympic Games, apart from Anta, the 361 most notable ones are Sun Yang, who made a great success in betting before the game, which made 361 praise the brokers' eyes.

361, there are many tricks in the Olympic marketing strategy: fully equipping the CCTV Olympic Games reporting group, providing professional equipment for many national teams such as Chinese bicycles, modern five items, hockey and so on. As the official sponsor of the Olympic delegation of Belarus, Latvia, Croatia, DPRK, Maldives, Kuwait, Comoros and other countries, the signing of Sun Yang, NBA new wolf king Kevin Lok Fu, Olympic pole vaulting champion Steve Hook and Jamaica track and field team have won many opportunities for the 361 brands.

In particular, the 21 year old Sun Yang won the world's 400 meter freestyle and broke the world record in the 1500 meter freestyle, which brought the biggest publicity effect to the brand.

With the "champion effect", 361 of its shares listed in Hongkong rose by 5% in early trading in August 2nd.

Speaking of this, Zhao Fengxi, director of the 361 sports market center, smiled.

"In our franchised store and on the official website, the Sun Yang champion T-shirt printed with Sun Yang's image and signature has been sought after by the majority of consumers, priced at 79 yuan per unit, and sales are increasing rapidly."

"Signing Sun Yang has a lot to do with our attention to the building of a brokerage team."

According to Zhao Feng, 361 of the brokerage team was established in 2009 with three or four members.

The main task is to lock events and athletes for a long time, then sponsor events and keep in touch with teams and athletes.

How to select influential tournaments and the choice of time points for signing contracts test the eyes of the brokerage team.

At the 2010 National Games in Shandong, 361 of the brokerage team began to approach Sun Yang.

Zhao Feng said frankly that Sun Yang, as a young player after 90, has a very good personal image and numerous media topics and frequent exposure. His swimming activities and his achievements are all his own advantages. But choosing Sun Yang, 361 is not only concerned about these aspects, but more importantly, Sun Yang's contribution to China's swimming.

"At that time, some brands were negotiating with Sun Yang, but obviously, Sun Yang was more inclined to 361, and the brokerage team of the two sides had a very active interaction."

Zhao Feng said that the whole process is actually a process of mutual selection between the two sides.

Zhao Feng said that 361 of the market positioning has been very clear, that is, focus on the development of professional sports.

Over the years, through sponsoring volleyball league matches, Table Tennis Super League, become senior partners of the Asian Games, to provide them with sports equipment, and continuously enhance the technological content of the company's products.

On the eve of the 2011 sponsored World University Games, 361 officially signed Sun Yang.

"Before signing up to consult Sun Yang's parents, their vision is also an important factor contributing to the cooperation between the two sides."

It has been revealed that in the entire signing process, there were also some episodes: at that time, the 361 were planning to sign Sun Yang, but later, after negotiating with the Zhejiang delegation, they signed the entire Zhejiang swimming team and added weight to Sun Yang's signing smoothly afterwards.

E

Other enterprises in Fujian also showed great powers.

In addition to the above Fujian enterprises, other Fujian enterprises are also "Eight Immortals crossing the sea" in London Olympic Games.

Although many private enterprises in Fujian do not get the most core resources of "Olympic marketing", they are also displaying their own unique marketing show in London Olympic Games with accurate positioning and careful planning.

Jordan's sports designed the award dress for the 3 nations delegation; the sailing shoes worn by the Chinese sports delegation at the opening ceremony were from the Fujian brand playing; the adidas sponsored by Syria and other war-torn national delegations, set up the world's first "fourth care funds" during the Olympic Games, and announced the opening of 1000 jobs to the retired athletes during the Olympic Games. Del Hui took the Olympic theme micro film "running out of the sky" with the sports version of the founding of the Republic, and the seven wolves went to London to attend the London Fashion week. During the Olympic Games, they pushed the characteristic products of the "British style". Hongxing Erke "long line fishing for big fish" sponsored South Africa delegation, optimistic about South Africa's strong strength in swimming, athletics and other projects, and is planning to bid for the 2020 or 2024 Olympic Games, with the help of the London Olympic Games.

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Expert interpretation

Olympic marketing is the process of brand accumulation.

In the marketing war of 2012 London Olympic Games, the long run Fujian sports brand embarked on a stage of differentiation and internationalization.

For Fujian sports brand in the Olympic Games inside and outside the variety of "marketing show", Fuzhou University marketing and brand management institute director and associate professor Xiao Yang, frankly speaking, through the London Olympic Games, it can be said that represented by Anta Fujian enterprises officially entered the first tier of domestic sports brand, but also in the forefront.

For example, Anta has won the sponsorship of the Chinese delegation's "champion dragon clothing" and the close cooperation with the International Olympic Committee and the Chinese Olympic Committee, which in fact reflects the economic strength of Fujian's private enterprises from a certain aspect, and an important embodiment of the enterprises paying more attention to brand input.

However, Zhang Qing, the founder of sports consulting firm, is the key to providing training and consultation for many sports brands.

He believes that Anta's concept of "champion dragon clothing" is very creative, and its brand exposure rate is very high. However, its concept of "never stop" is still hard to win.

On the one hand, it is not enough to communicate with consumers. On the other hand, we are not doing enough in this field with new media.

Zhang Qingju gave an example: Nike is good at making full use of the new media resources, creating the concept of "great not only sportsmen" and advocating universal participation; the establishment of "JUSTDOIT" micro-blog, instantly announces competition events, encourages athletes, and athletes Li Na and micro-blog interact with each other. Through athletes' bridge, it is easier to convey the spirit of sports to consumers' hearts.

There are even a lot of Nike bodies on micro-blog.

"These are Fujian sports brands to enhance follow-up."

Zhang Qing said frankly.

In fact, Ding Shizhong, chairman of Anta's board of directors, said in an interview that Olympic marketing is not a simple exposure, but a brand precipitation. A big marketing is a precipitating process, and it is a systematic and long-term strategy of the enterprise.

The most commendable way of "Olympic marketing" by Fujian enterprises is the 361 "betting" Sun Yang. In Xiao Yang's view, this shows that after years of precipitation and development, Fujian sports brand has already developed a set of increasingly mature operation techniques in signing up potential sports stars in advance, so that it can sign potential athletes ahead of time, win the opportunity for enterprises, and save many business costs for enterprises at the same time.

Fan Jie, partner and vice president of management consulting for 361 marketing research, said: "the 361 brokerage team operation has sponsored many sports events in recent years, and the project operation is slowly and skillfully. But before the Olympic Games this year, we can sign such valuable athletes as Sun Yang. We do not exclude lucky elements, but we can not erase the hard work of the behind the brokerage team."

Of course, this is also the result of heavy pressure. According to the industry forecast, 361 of the Olympic Games, marketing expenses will account for 10% to 15% of the total sales this year.

However, Zhang Qing also admitted that at present, there are three ways to select high-quality sports resources for Fujian sports brands.

At the beginning, sports and athletes were chosen as sports fans' managers' preference.

Later, the delegation's agent came to the house for sponsorship.

Now we have established a special brokerage team such as Anta, XTEP and 361.

However, the technological content of sports brand in selecting high-quality sports resources is not high enough to be improved.

There are all the leading enterprises in Fujian Province, and there are also Fujian enterprises who are absent from sponsoring Olympic products.

In the marketing of this Olympic Games, another famous brand bird in Fujian launched the "happy running perfect route" campaign before the Olympic Games. The propaganda during the Olympic Games was mainly supported by the new media, and there was no other sponsorship.

"The sponsorship team or the athlete is a huge expenditure. If the budget is small, it will not be considered for what marketing results can be achieved, and it will also be faced with the risk of misreading the strength of the company and forming a counter effect," the relevant official said.

In response, Zhang Qing said, "for businesses, avoid marketing as a gamble.

The most fundamental thing is to consider the company's financial and business development and other factors.