Antapek'S 361 Degree Fujian Enterprises Have Gained A Lot In The London Olympic Games

At the beginning of the year, the Jinjiang Shoes Expo has been riveted to the marketing of the Olympic Games

Wearing "Hengyuanxiang" on his body and the sailboat shoes of Xiamen Cile Industry on his feet, he appeared at the opening ceremony of the London Olympic Games, put on "Anta" to enter the stadium, and then took off "Anta" to reveal "Li Ning" or Fujian enterprises clothing After the competition, they finally put on Anta to accept the award. This is the brand change brought by Chinese athletes at this Olympic Games. In the past, athletes wore more foreign brands.

The reporter learned that under the background of the global economic downturn, the footwear and clothing giants appeared less frequently at the Olympic Games, giving Fujian enterprises more opportunities to appear. However, this is not all of the Olympic marketing, and its highlights have just begun. Next, Fujian enterprises will face greater investment in promotion.

　　 [Survey] Fujian enterprises gained a lot when they appeared in the Olympic Games

According to incomplete statistics, during the London Olympic Games, delegations from 21 countries appeared at the Olympic Games wearing the "battle robes" made by 8 Fujian enterprises and received high attention.

It is reported that on China's sports platform, the Chinese Olympic Committee has always been a place of great competition for sports brands. Its partners used to be mainly Nike Adidas Foreign brands.

This year, only a few Chinese athletes such as Liu Xiang wear foreign brands such as Nike or Adidas. The change of the market took place in 2009. Anta defeated its competitors Li Ning and Adidas and became the "partner of the Chinese sports delegation in 2009-2012" with the huge price of 600 million chips. In addition, PEAK has also increased its sponsorship of one national team from four years ago to seven, and the amount spent should be more than 10 times.

Therefore, among the sponsors of this year's Olympic Games, Li Ning, the national brand of Chinese sporting goods that once stood out, has gone into the crowd. However, this time Li Ning still sponsored the uniforms of five elite sports teams, including gymnastics, shooting, table tennis, diving and badminton. The appearance frequency of the uniforms is even higher than that of the award uniforms provided by Anta, What's more, it often appears on the sports ground that Anta is the sportsman's coat, but Li Ning is wearing it inside. This is not only the case in Anta. Although Sun Yang was signed by 361 degree, the 361 degree logo did not appear on Sun Yang's clothes during the Olympic Games.

In addition, after the London Olympic Games, the "2013-2016 Chinese sports delegation partners" will re bid. It is still unknown whether Fujian enterprises can achieve their wishes tomorrow.

　　 [Analysis] The end of the Olympic Games has just begun

After the Olympic Games, Fujian enterprises have shown their report cards to compare how many gold medals their sponsors have won. Fujian enterprises participating in the sponsorship all said that their Olympic marketing was successful.

The relevant person in charge of Hongxingerke said that although the London Olympic Games came to an end, the marketing war between the major brands has not yet ended, and the brands will take advantage of the Olympic heat to carry out a new round of marketing.

The reporter noticed that the post Olympic marketing has just begun. From this Wednesday to yesterday, Fujian enterprises have advertised for the Olympic transcripts.

According to industry estimates, for sponsorship of an event or platform, the late promotion cost is the major expenditure, and the ratio between the two is about 1:3 or 1:4. Among them, Anta became the "partner of the Chinese sports delegation from 2009 to 2012", with a sponsorship fee of 600 million yuan. According to the industry forecast, 600 million yuan is just a sponsorship fee, not including related publicity expenses. According to the financial report, Anta's advertising and publicity expenses will account for 14% of the total turnover this year, which means that the sports marketing expenses including the Olympic Games will exceed 1 billion yuan this year.

Moreover, sponsoring the London Olympic Games is widely interpreted by the industry as a self breakthrough of the industry this year. "Four years ago, during the Beijing Olympic Games, sales performance rose sharply, but this year domestic sports brand enterprises have been plagued by high inventory pressure. Under heavy inventory pressure and channel expansion difficulties, everyone wants to bet on the London Olympic Games to break through the current dilemma." Liu Xiang, deputy director of public relations of Peak, said the collective helplessness.

However, the relevant responsible person of Hongxingerke believes that, "After the enthusiastic investment in the 2008 Beijing Olympic Games, Chinese audiences and Chinese enterprises have a more rational attitude towards the London Olympic Games. Due to the lack of home advantage and the sharp decline in revenue, many brands will invest less in the London Olympic Games this year than in the Beijing Olympic Games four years ago." It is expected that Fujian enterprises will not be so generous after the Games.

　　 [Extension] How to get the first chance to "grab" the Olympic champion

In addition, with the end of the Olympic Games, enterprises began to look for cooperation opportunities with Olympic champions Sun Yang It is the most eye-catching, but according to the industry analysis, the endorsement fee of Sun Yang now reaches at least 10 million yuan. It is even more difficult to find Sun Yang to sign a contract. Chen Zhangwang, a professor at the School of Management of Fuzhou University, believes that, rather than paying a lot of money to sign a contract, the enterprises that have not signed a contract might as well tap the potential newcomers of the next Rio de Janeiro Olympic Games in Brazil.

As for the tips, the industry said: "If an enterprise has never sponsored any sports team, it will be very difficult to sign up athletes. First, the enterprise cannot win the trust of athletes, sports teams and even sports authorities; second, if the competitor is a long-term sponsor, the cooperation opportunities will be even more slim; finally, the cost of cooperation will be sky high."

An insider of a sponsor of the Chinese Olympic Committee said that sponsoring the Chinese Olympic Committee is actually sponsoring the Chinese Olympic Corps, so that we can get close contact with the Olympic champions. In addition, through contact with various sports teams, the official partners and sponsors will know which athletes have the strength to win the championship at the first time, and can take the lead in judging the commercial value of athletes after winning the championship.

　　 Success stories

Spreading the Net 361 Times "Betting" Sun Yang

In the marketing of the Olympic Games, nothing was happier than the businessmen who signed with Sun Yang before the Games. Before the Olympic Games, in addition to endorsing 361 times, Sun Yang also endorsed Yili and Coca Cola.

361 degrees would not disclose the signing price. It is rumoured that the price is seven figures (i.e. one million yuan), but the three enterprises' "first move" is obviously cost-effective.

In the view of the industry, 361D was able to sign Sun Yang before the Olympic Games, and also adopted the strategy of "spreading the net and making efforts through multiple channels". However, a person in charge of 361D said, "Everyone thinks we are betting on success, but in fact we are prepared." 361D saw Sun Yang's potential as early as during the 2010 National Games. "The signing of Sun Yang has a lot to do with our focus on the construction of the brokerage team."

In the view of enterprises, the risk of sports stars' endorsement is even higher than that of entertainment stars, because every athlete may make a sudden mistake. Therefore, many enterprises will diversify their investment, choose multiple image spokesmen, balance risks, and usually sponsor as many sports teams as possible, so as to ensure full investigation of possible target athletes, and maintain long-term cooperation with sports teams.

Chen Zhangwang believes that, compared with the blind competition and even the selection of spokesmen based on feelings in the past, Fujian enterprises are becoming more and more rational. Fujian enterprises such as Anta, Tebu and 361Du have also established special brokerage teams. Of course, the strength of Fujian enterprises in selecting spokesmen is still far from that of international brands.