Analysis Of The Pain Of Brand Sponsorship Marketing Of London Olympic Shoe Enterprises

Huge loss

In August 8th, Anta's shares closed at HK $4.40, the highest price was HK $4.70, and the lowest price was HK $4.37, down 4.56%.

This is the second time that Anta has fallen in three days.

Although Anta's share price in August 6th led to a surge of other sports brands, which rose all the way to HK $4.85, an increase of 17.25%, however, such performance did not last. On the second day, the share price fell again, closing at HK $4.61, or 4.95%.

Other sports brands are similar to Anta.

On the 8 day, Lining [4.480.45%] and XTEP shares fell by 1.38% and 3.98% respectively, according to Wind statistics. In July, a number of mainland sporting goods companies listed in Hongkong declined in varying degrees.

In August 7th, Chinese flying man Liu Xiang quit because of injury.

The Olympic Games, or even the end of their careers, has aroused widespread concern and sadness among businessmen: Liu Xiangtui can not afford to hurt him.

For Liu Xiang's retirement, some people said he was carrying 17 sponsorship billions of sponsorship contracts on the 110 meter hurdle runway.

Even Hongkong media reported that Liu Xiang was kidnapped by merchants.

There is a view analysis that the accident injury will greatly reduce the value of Liu Xiang. In the year before the Beijing Olympic Games, Liu Xiang said that the cost would reach hundreds of millions of yuan.

According to media estimates, Liu Xiang's accidental retirement resulted in a loss of 3 billion yuan to the sponsors.

Doubt about sponsorship effect

Four years of Olympic Games, many brands at home and abroad have really tried their best.

Wang Yong, Secretary General of the brand China industry alliance, joked on his micro-blog, "no brand, no Olympic Games": after Lin Dan won the championship, Li Yongbo threw him a Anta, and he would come to the stage to receive the award.

On the court, Lin Dan wore "Lining"...

Wearing "Heng Yuan Xiang" in the opening ceremony, and then wearing "Anta" into the arena, and then off the "Anta", exposing "Lining" or "Adidas" or "Nike" competition, and then wearing "Anta" came to the stage to receive the award.

The official micro-blog of the joint business network was released at 13 p.m. on August 8th. "China's local sports brand also appeared on the athletes' robe and launched a brand war.

Anta provides Chinese national team award dress, Lining, 31st degree, PEAK and so on.

Anta hit 600 million or beat the water.

In order to expand the brand influence and expand the market, the major sports brands have struggled to sponsor the London Olympic Games.

Lining sponsors China's 5 dream team, Anta provides the Chinese national team award dress, invites Xu Haifeng and other new and old athletes who have great influence in the history of Chinese sports to make new promotional films. 360 degrees provide professional equipment for many national teams such as Chinese bicycles, modern five items, hockey and other Olympic teams. Sun Yang, NBA, new wolf king Kevin Love and other Olympic stars are sponsoring the seven national delegations before the games. While PEAK is a partner of the Olympic Committees of 7 countries such as Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus, at the same time, it provides the match equipment for 3 tennis players such as Belarus athlete Olga Gwatersova.

Hongxing Erke reached a cooperation agreement with the Iran Olympic Committee; Jordan designed Olympic award dress for 3 delegations of Kazakhstan, Turkmenistan and Mongolia.

According to statistics,

The 8 Fujian Quanzhou enterprises, representing the 21 countries and many famous athletes including China, have provided Olympic uniform and court equipment, with the number of signatories ranking among the top brands in the country.

"Domestic sports brand sponsorship of London Olympic Games seems to be bustling, but in

During the period, the effect is far from what they expected. "

Mr. Cheng, a brand director of a garment enterprise in Zhejiang, told reporters that the current situation of domestic sports brands is that they do not sponsor the Olympic Games, fear competitors' sponsorship, surpass themselves in brand influence, and then affect the market. However, if you sponsor the Olympic Games collectively, you will create a brand aesthetic fatigue, and there is no brand separation.