Looking Back At The London Olympic Games Lining Anta Sports Brand Competition

Although the London Olympic Games have been closed, the pace of Olympic marketing is far from being stopped.

Looking back at the London Olympic Games, the two major sports brands in China

Anta staged a different "Ang Lee battle".

Encirclement and suppression of "Ai" and "Ang Lee" are friends.

Without financial resources, we should carefully choose the sponsors.

Nike is a bit unlucky. Liu Xiang never fails to give up and is optimistic about Li Na, but it does not bring the due return to Nike. Li Na went out early and Liu Xiang retired because of injury.

However, the 7 Chinese sports teams sponsored by Nike, basketball, tennis, wrestling, archery and beach volleyball were completely annihilated. Only 5 gold medals and 1 gold medals in track and field (men's race walking) were gained.

Nike is worse off than ADI.

Adidas invested 100 million pounds to become an official sponsor of the Olympic Games and continues to spend money in the Olympic Games.

However, according to some European media surveys, more people believe that Nike is the official sponsor of the London Olympic Games, not ADI.

ADI is ADI, who seems to be a bit of a disdain for Nike's abandoning the Olympic Organizing Committee to go straight to the Olympic stars.

As a first class partner of the London Olympic Games, ADI, in addition to providing equipment for all British athletes, is also the official partner of the other 10 National Olympic committees, including Australia, France and Germany, which provide 25 products for all 26 Olympic sports items.

As for the sponsorship of the Chinese team, ADI, as always, supports the Chinese men's and women's soccer teams and the Chinese men's and women's volleyball teams, and still gains zero points, but is lucky to win 2 gold medals and 1 gold medals in boxing.

Although no Adidas and Nike are in the thick of their money, Lining and Anta are careful and careful in considering the prospect of winning teams and athletes. In the championship team, they do not give "Ai Ai" any chance at the same time. At the same time, they do not blindly compete with "Ai" for a high-risk team and athletes, showing a good sense of "China Alliance".

Snatching user "Ang Lee" is the enemy.

Friends and enemies.

2012,

The "champion dragon suit" is a powerful counterattack to suppress Lining's strategic mistakes.

Lining, the gymnast prince, has regain his power to win the throne of the first Chinese sports brand.

Last night, the excellent performance of the Spanish men's basketball team won the applause for the whole team, and also won the face for the royal family members who watched the war. At the same time, it won the opportunity for the sponsor Lining to take frequent appearances.

If Spain can defeat the ten team of the American dream, it will be a match for Lining's slogan.

Although 361 degrees after the Guangzhou Asian Games strong rise, although 361 degrees become the Olympic Games CCTV sports news agency exclusive sponsorship clothing, although 361 degrees by virtue of the young Sun Yang outstanding play a lot, but in the domestic sports brand, Lining and Anta are still well deserved McDonald's, KFC.

In the 08 Olympic Games in Beijing, Lining flew alone, as if yesterday.

It is also the "flying", Lining and Nike, ADI formed a tripartite confrontation situation, it is precisely that "fly", Lining completely left Anta behind.

Anta has been waiting for the opportunity to fight back. London Olympics is a good time to fight and fight.

Because Lining has just experienced an "earthquake". Zhang Zhiyong's abdication and Lining's comeback also mean the complete failure of the post-90s strategy.

This is a good news for Anta, the deadly enemy.

Last year, there was little difference in the turnover between Anta and Lining, but the net profit index Anta was significantly ahead (1 billion 730 million yuan), more than 4 times that of Lining.

After 08 years of hot consumption of the Beijing Olympic Games, the main domestic players

The growth rate has declined to varying degrees, and even negative growth occurred last year, which is still very serious in the first half of this year.

Therefore, we have been betting on the London Olympics.

Anta has invested heavily in becoming a partner of the Chinese Olympic Committee and has won the sponsorship of the award dress.

Apart from providing "champion dragon suit", Anta also provided all Chinese costumes except formal ceremonial dress and competition suit, including sports coats, sports short T-shirts, sports pants, sports shoes, etc.

With the theme of "glory moment", the rolling advertisement of "champion dragon clothing" is continuously broadcast in CCTV-5.

As a partner of the former Chinese Olympic Committee, Lining was also not to be outdone. Apart from providing Olympic equipment support for the five gold medal teams of the Chinese table tennis team, gymnastics team, badminton team, diving team and shooting team, Lining also chose to sign some famous world athletes, including Jamaica flying Asafa Powell, pole vaulting queen Elena Isinbayeva, and some of the world's top sports teams, such as Spain's men's basketball team.

According to statistics, the 5 teams sponsored by Lining won 21 gold medals, accounting for 55% of the total gold medal of the Chinese team.

At the Olympic Games, more than 600 athletes from all over the world composed "Lining Olympic Legion". They entered the competition in Lining's clothing or went to the podium.

As a result, athletes wearing Anta entry and taking off their coats to show Lining's competition suits are everywhere.

Anta interpreted "dragon's successor" in the dragon year with the title of "champion dragon clothing", locking the "glory moment" to win the championship, while Lining tied the gold medal sports team frequently.

The brand war of London Olympic marketing is different from each other.

Lining, the gymnastic Prince of nearly half a year, can pull the torn Li Ning Co back to the market state and fighting level of 08 years. How will "Li Anzhi Contention" be interpreted in the eyes of ADI and Nike?