Sports Brands Consider Doing A Good Job In "Post Olympic Marketing"

With the end of the London Olympic Games, Anta, Special Walk, 361 °, Peak and other Quanzhou Sports brand The "appearance effect" of. The sponsorship costs invested by enterprises cannot be earned back from the market immediately. Therefore, the industry is thinking about how to do a good job in "post Olympic marketing", establish a long-term mechanism in terms of brand promotion with the help of the quadrennial Olympic Games, and improve the input-output ratio of sponsors.

　　 Topic I Transform marketing achievements to improve terminal consumption power

On the closing day of the London Olympic Games, the Quanzhou brand Adiwang launched the brand's micro film, with the concept of happiness, positive, never giving up, and pursuing dreams, and continued to combine the enterprise with the Olympic spirit to form its own mainstream value. In addition, in the period just after the Olympic Games, the Internet terminal launched a series of new promotional measures to make use of the remaining heat of the Olympic Games.

Liu Feng, the brand director of Adiwang, told the author that although the delegations from Syria, Lesotho, Cote d'Ivoire and other countries sponsored by the enterprise did not achieve very good results in the number of medals, the enterprise itself did not value the results of the awards. "Our new brand advocates" new heroism ", advocating the happiness of participation, not judging heroes by victory or defeat." Liu Feng said that after the Olympic Games, the company plans to invite representatives of several sponsored national teams to come to China, or to the embassies of their countries to donate funds, which is the "new hero care fund" set up by the enterprise.

"This is to promote Adiwang's brand image, and also enrich the connotation of corporate culture and form its own cultural accumulation." Liu Feng said that after sponsoring the Olympic delegation, the most important thing is to transform the Olympic effect into consumption power and promote the healthy growth of enterprises. "The national delegation we sponsor has the right to use the image for two years. To make better use of the two years, enterprises need to show their wisdom."

After visiting the stores of Anta, PEAK, 361 ° and other brands, we found that there are still posters about the Olympic Games in the eye-catching positions of the stores. After the Olympic Games, the major brands have also made achievements in the media of the sponsored national delegation and athletes. This 361 degree "bet on treasure" not only mobilized netizens on the Internet to cheer for Sun Yang, but also specially designed and launched "Sun Yang Champion T-shirt", celebrating Sun Yang's history in 50 stores in 10 cities across the country.

"The Olympic effect should always be implemented to the end consumption, so how to realize the grafting of the Olympic marketing results and the end is a good question for enterprises to consider," said an insider.

　 Topic 2: Do a good job in questionnaire survey to find out the new needs of the public

"Don't think that the" Champion Dragon Clothes "is just a set of clothes, which contains the efforts of Anta Scientific Laboratory and various partners." Ding Shizhong, chairman of Anta Sports Board, said in an interview with the author that the fabric of the "Champion Dragon Clothes" also has many functions such as cold resistance, wind resistance, rain resistance, breathability, and biodegradability, Laser technology is also used in pattern design, which has a high technological content.

"Olympic sponsorship is not about the direct benefits brought by competitive medals, but about the benefits of this behavior on the technological improvement of enterprises." Ding Shizhong said that for the Quanzhou brand that sponsored the London Olympic Games, it is the biggest gain that it can make breakthroughs in "science and technology", so that the technical level of the entire sporting goods industry in Quanzhou can be improved.

Zhao Feng, 361 ° brand director, said: "In view of the follow-up effect of the Olympic Games, we will do a questionnaire survey, segment the market and launch core products suitable for the public." He told the author that product research and development is the key to the formation of core competitiveness of enterprises, and enterprises hope to find the entry point of new product research and development from the emerging new consumer groups with the help of the London Olympic Games. "Badminton, basketball and running will be our focus," he said.

For PEAK, in the "post Olympic era", the improvement of products is crucial. When Xu Zhida, Deputy General Manager of PEAK Group, was in London, he repeatedly consulted the Olympic delegations sponsored by PEAK Group, such as New Zealand, Slovenia and Algeria, and listened to the feedback of these partners on their sports equipment. "The Olympic Games is not only a stage to show brands, but also a training ground. We should not only show ourselves in the Olympic Games, but also make PEAK complete a leap through the Olympic Games!" he said. {page_break}

　 Topic 3 Research on cross industry marketing by forming brand alliance 。 　　

"Enterprises can't expect too much from the benefits of sponsoring the Olympic Games." Ding Shizhong said without hesitation that the current industry's prospects are not optimistic, and the inventory pressure and performance decline expectations make enterprises walk on thin ice. "Anta's next strategy is still to sell more than 90% of its products in China and continue to sponsor large-scale events. Olympic marketing needs more precipitation, continuity, and long-term persistence. Only in this way can consumers' attitudes towards brands change from rejection to acceptance to recognition."

To Ding Shizhong's satisfaction, Anta "won the championship clothing ”As an opportunity, we tried cross-border marketing, and formed the "Olympic Brand Alliance" with Procter&Gamble, the IOC partner, McDonald's, Hilton Hotel, and Yili, the IOC partner. For example, P&G posted a discussion post on its official microblog with the theme of "Chinese delegation champion receiving the award clothing", and Anta was responsible for providing prizes. Off line, Wal Mart Olympic Experience Center of 380 P&G companies placed models of the "Chinese delegation champion's winning costume" for consumers to take photos during the Olympic Games. At McDonald's, store managers and cashiers will wear Anta uniform during the Olympic Games; McDonald's will also send Anta clothes in the lottery of "Daily Champion Activity"; McDonald's Olympic TV ads, online ads, and newspaper clips will all add information about Anta's award-winning clothes.

Throughout history, Fuji film, Sony VCR and Seiko watch gained great fame at the Tokyo Olympic Games; After the Seoul Olympic Games, Samsung Electronics and Hyundai began to take off, which can be called one Olympic marketing model after another. "The Olympic Games can undoubtedly enhance the popularity of Chinese brands worldwide, but the significance of Olympic marketing is not limited to one point, but systematic. It needs to integrate resources, have a clear strategy, and also need to adhere to it for a long time." Ding Shizhong believes.

"Sports is the most accessible" common language "in the world, and time is more important than vitality." Zhao Feng believes that in the past few years, 361 ° has reached cooperation agreements with sports teams and athletes from many countries, which has greatly improved the popularity of 361 ° brand in the world by being a sponsor of international events.

Topic 4 Develop international market and contact overseas dealers

At the beginning of this year, the inventory data released by the listed sporting goods enterprises has predicted that the industry has entered a "cold winter". The inventory of some large-scale brand enterprises is calculated in 100 million yuan. The recent interim report data shows that the decline in performance and order reduction are inevitable trends in the sporting goods industry. Li Ning recently issued a profit warning that it is expected that the net profit of the first half of this year and the whole year will decline significantly year on year, and the sales revenue may show a negative growth compared with the same period last year. However, Anta, which has now become the leader in domestic sports goods, also saw a double-digit decline in the order amount in the first quarter of next year.

Whether the "Olympic style" can drive away the high inventory in the sporting goods industry is still unknown, but Quanzhou enterprises have gained some achievements by actively seizing this sponsorship platform to expand the market. It is reported that within 16 days of the Olympic Games, 7000 direct contracts, 75000 business investment opportunities and 8 billion dollar business opportunities have been brought.

PEAK sponsored the Olympic Committees of seven countries, including Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus. During the Olympic Games, Liu Xiang, the deputy director of the company's public relations department, was surprised to find that the sales in these seven countries had increased by three to five times after obtaining the overseas market sales performance! What made him even more excited was that during his stay in London, overseas dealers had already come to him to negotiate agency matters. "After the Olympic Games, PEAK will accelerate the channel layout and marketing promotion for the seven countries and their surrounding markets sponsored this time," said the person in charge.

Similarly, through the marketing of large-scale sports events, 361 ° has established sales channels in Iran in the Middle East, Malaysia in Southeast Asia and other countries, and has a certain popularity in the region.

"Sporting goods enterprises are definitely not for the Olympic Games, the key is how to make the market continue to expand in the later period." Professor Yang Shuqing, director of the marketing department of the School of Business Administration of Huaqiao University, believes that in the post Olympic era, enterprise marketing can be carried out in three stages. "In the first stage, consumers' memory can be deepened through some Olympic images related to the company to deepen their brand awareness, and market penetration can be achieved through signing contracts and interaction with athletes; in the second stage, brand reputation can be improved, sales can be expanded, and the relative competitive advantage of the brand can be established by improving corporate culture and brand appeal; in the third stage, the company can The company's development strategy has made a breakthrough, forming brand belief among consumers, such as expanding the popularity, attention and participation of the project through the penetration of contracted athletes and sports events, so that consumers' recognition of the brand and culture will transition to their belief in values, and then realize the global monopoly of the brand. " She said. {page_break}

　 Topic 5: Think about long-term strategy and put it into years later

"Anta has enjoyed the cooperation with the Olympic Committee, and will continue the cooperation with the Chinese Olympic Committee in the future." Ding Shizhong recently revealed that although the cost of becoming a partner of the Chinese Olympic Committee this time is the largest in history, it may not be uneconomical. Anta does not rule out the possibility of continuing to strive for cooperation opportunities.

In fact, for sporting goods brands, the sponsorship of top events has entered the "100 million yuan era". Whether it is internationally known basketball, football or domestic high-end league, "100 million" has become a common threshold. Under the high threshold, how to calculate the input-output ratio, every enterprise has a profound calculation.

"If the athletes sponsored in the Olympic competition achieve good results and stand on the podium, it will be an opportunity for domestic clothing brands to increase their exposure, and it is also another important measure to promote the brand to the world." The relevant person in charge of Hongxingerke's brand public relations department said that this year's selection of cooperation with the South African Olympic Committee, Hongxingerke has gained great brand exposure, "but not only in this Olympic Games".

It is reported that after successfully hosting the World Cup, South Africa has officially proposed to bid for the 2020 or 2024 Summer Olympics. The relevant person in charge of Hongxingerke said that if South Africa can successfully host the Olympic Games, with the friendly cooperation relationship established during the London Olympic Games, Hongxingerke hopes to have more in-depth cooperation in a number of years, "believing that the internationalization of Chinese clothing brands is just around the corner".

"The Olympic Games is the top display platform for sports marketing, which has a very good role in improving the brand image and reputation of enterprises." Zhao Feng said, "Whether before or after the Olympic Games, the brand has always been internationalized 361° Focus of efforts. "

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