Sports Brand Shoe Enterprises Hot War "Olympic Year"

The shoe fair may convey the development trend. The Beijing Olympic Games will be composed of ingredients. "If Coca-Cola did not talk about" love "with the world's most eye-catching sports events such as the Olympic Games and the world cup, it would not be possible to have such a brand influence today.

Lu Dawei, vice president of Coca-Cola, also conveys a meaning to the Quanzhou sports brand: the 2008 Beijing Olympic Games is a rare marketing opportunity and communication stage.

This Saturday, the shoe Expo will usher in its tenth year in Quanzhou.

This shoe Fair has attracted much attention because of its "Olympic year". With the theme of "brand Jinjiang and run-up to the Olympics", it reflects the upsurge of business opportunities of many sports brands in Quanzhou in 2008.

In recent years, Quanzhou sports shoes brand, which is good at innovation and devotion to marketing, has made use of various Olympic resources at home and abroad in the past few years.

From signing the sponsorship of the foreign Olympic Committee to signing Olympic teams and players, and then planning various activities by skillfully borrowing various Olympic names.

It can be said that the Quanzhou sports brand has already riveted its strength in the "Olympic year" and launched a fierce competition.

This article launches an in-depth investigation of the Quanzhou sports industry around the Olympic theme, trying to reveal some of the developments that may be pmitted by this shoe fair.

Olympic competition: "curve into Olympic" popular "curve into the Olympic Games" is the spring sports shoes brand since last year often mention the word.

In the case of limited resources of Olympic partners, "curve entry" has become a favorite way for Quanzhou sports brand to catch the Olympic shuttle bus in order to enhance brand value during the Olympic Games.

From the Confederation foreign Olympic Committee to the sponsoring teams, the players who have the potential to win gold have been invested. The spring sports brand has borrowed the Olympic Games Dongfeng with various names, showing the rich imagination and innovative execution ability of the major brands in marketing and promotion methods, and also watching the fierce competition in the Olympic marketing competition.

Since the beginning of last year, the Quanzhou sports brand has taken the following major measures in its efforts to win the Olympic Games.

In November 2006, Hongxing Erke signed a cooperation agreement with the North Korean Olympic Committee in the capital of Pyongyang and the North Korean Olympic Committee. When the 2008 Beijing Olympic Games was announced, the Korean delegation would fight against the "robe of Hongxing Erke" and the prelude to the Quanzhou Olympic Games' brand alliance.

Then, in April of last year, Kang Tai (Fujian) Sports Co., Ltd. signed a contract with the Lithuania Olympic Committee, and displayed the products of the Olympic rings and Lithuania and Kang Tai signs in the 2008 spring and summer new products fair.

In August of that year, PEAK Group signed a contract with the Iraqi Olympic Committee to become a sponsor of the Iraqi Olympic delegation. It will provide all the sports equipment and the full cost of the 2008 Beijing Olympic Games for the Iraqi National Delegation.

In the next month, Lu You (China) Limited held a grand ceremony in Jinjiang to sponsor the signing ceremony of the Tajikistan national team for the 2008 Beijing Olympic Games.

In October of the same year, wild Sports Products Co., Ltd. signed a contract with the Slovenia Olympic Committee to become a strategic partner of the Slovenia Olympic delegation. At that time, the Slovenia Olympic delegation will be equipped with all armed forces in the opening and closing ceremonies.

In 2008, XTEP (China) Co., Ltd. ignited the hot topic again.

In February this year, at the XTEP national marketing conference, XTEP signed a cooperation agreement with the ambassador of Belarus to China, and officially became the exclusive sponsor of the Belarus Olympic team's award equipment.

"Although Tajikistan and Lithuania are not big sports countries, they all have their own strong projects and have the chance to win medals. If they are well used, they can also create a wave of stone waves."

The words of the chief executive may reveal why the Quanzhou sports brand has formed an alliance with the overseas Olympic team.

It is understood that the cost of sponsoring the Olympic Committee of Tajikistan, Korea and other countries is between 2 million and 3 million yuan, and the sponsorship fee for Russia's sports power is only about 7 million yuan.

It is much lower than the cost of becoming a global sponsor of the Olympic Games, but due to the low media attention, its revenue and dissemination effect will be limited.

Means two signing the relevant Olympic activities to win the Olympic Games, of course, will not only cooperate with overseas Olympic delegations.

In June 16th last year, at the opening ceremony of the "National Olympic digital sports" large-scale cultural activities at Beijing Shougang Sports Center, Fujian sporting goods Co., Ltd. announced the joint hosting of the "Olympic Games" large-scale series of cultural activities with the Beijing Olympic Organizing Committee and the eight central ministries and commissions. It became the strategic partner and designated sports equipment for its 2007 to 2008 year and became the only sports brand authorized to use Beijing 2008 Olympic logo in China.

According to this project, Philharmonic announced the launching of its Olympic movement strategy.

In December 20th of the same year, as the Z14 train from Shanghai to Beijing slowly pulled out of platform 1 of ShangHai Railway Station, the XTEP national youth civilization Olympic train started.

As the sole sponsor of the Olympic train, XTEP has gained the exclusive right of naming the XTEP national youth civilization to promote the Olympic culture tour, and has become a booster for its Olympic image.

Method three aims at the first Olympic gold medal. Last October, mingle (China) Co., Ltd. and China weightlifting team formed "Beijing 2008 Olympic Games strategic partner".

Guo Hui, director of mingle marketing, said that the weightlifting team was chosen because Chinese weightlifting team has always been a gold medal winner in the Olympic Games, and in the 2008 Olympic Games, the Olympic gold medal is likely to be picked up by the Chinese weightlifting team.

In addition to the alliance weightlifting team, it will also bring Chinese trampoline into the bag.

"The Chinese trampoline team, especially the Fujian athletes, already has the strength to win gold at the Beijing Olympic Games.

If the Chinese trampoline team won the Olympic Games, it would be the first gold medal in the history of China's trampoline movement, which is of great significance and will attract more eyeballs.

Guo Hui believes that this mode can achieve the largest input output ratio.

Previously, it also valued the Olympic gold medal. Hongxing Erke signed the Chinese weightlifting women's team in early 2007, sponsoring the Chinese women's weightlifting team's 48 kilogram class project.

It is understood that the Chinese women's weightlifting team, Yang Lian, Wang Mingjuan and many other players have the gold medal strength, Hongxing Erke President Wu Rongzhao believes that "gold has double insurance or even three insurance".

The weightlifting team is likely to win the first gold medal of the Beijing Olympic Games and is concerned by the global media.

Means four to join hands with Olympic partners in November last year, Jordan and Lenovo Group, a leading IT company in China, reached a cross border cooperation in resources integration and promotion.

After the cooperation, promotional items and products promoted by the two sides will side by side the LOGO (logo).

Lenovo, as a partner of International Olympic Committee, the Olympic rings logo under its brand logo has also become a conspicuous symbol, which makes Jordan virtually graft with the Olympic Games.

Last week, wild power also announced that it will cooperate with the 2008 Beijing Olympic Games partner Sohu and the official website of the State Sports General Administration, and become the strategic partner of the official website of the 2008 China team.

Means five, by investing in the Olympic champion image and investing in the Olympic Games with the potential of winning gold, and promoting the brand by the image of the Olympic champion, Anta, who has tasted the sweetness in this respect, has invested the "potential stock" as the focus in Beijing Olympic Games. Last year, it began signing a group of athletes who had potential to win gold, such as Wang Hao, Li Gaobo, Song Hongjuan and so on, which were distributed in table tennis, race walking, weightlifting and fencing.

It is said that the number of gold medals that these events won in the Olympic Games may reach half of the total number of gold medals of the Chinese team.

At present, athletes who will appear in the Olympic Games arena and have the background of Quanzhou sports brand spokesperson include at least the world badminton champion Lin Dan and Zhang Ning, table tennis Olympic champion Zhang Yining, gymnastics world champion Xiao Qin, diving champion Liu Xuan.

The Quanzhou brands or enterprises related to these athletes are 361 degrees, gold lake, del Hui and gang Deng respectively.

Tool six launched event marketing last year, and 361 degrees announced an alliance with an innovative and well known national fitness program.

The theme of the project is "fitness for all and Olympic counterparts". It combines interest and athletics into one, and has gone through thousands of sea trials in more than 40 cities across the north and south, and has entered 600 communities in 100 cities across the country.

In November of the same year, Nanan Po Hui shoes and Garments Co., Ltd. launched the POOVE 2008 youth cheer group. It will collect 500 young people from all over the country to form a "2008 youth cheer group" to cheer for the Beijing Olympic Games.

Expert analysis emphasized the interaction and communication with consumers in the event, highlighted the theme of "focusing on participation" under the Olympic background, so that consumers could naturally link the brand with the Olympic Games and display positive corporate image through the spirit or idea involved in the Olympic Games.

Competition disputes: almost monopolize the main events of the domestic market, while the Quanzhou sports brand also attaches importance to the integration of various sports resources at home and abroad.

The business community believes that before and after the Olympic Games in Beijing, people's enthusiasm for sports has been unprecedentedly high.

Some brands, while adding Olympic Games this year, are also accelerating the expansion of domestic competition resources.

According to incomplete statistics, up to now, Quanzhou sports brand has almost monopolized the main sports resources in China.

Anta is a leader in this field.

As the only designated partner of the Chinese men's Basketball League (CBA) designated equipment and the sports equipment of the Chinese Table Tennis Club Super League, in August of last year, it signed six volleyball competitions, including the Chinese men's 7 women's Volleyball League, the Chinese men's 7 women's volleyball tournament, the Chinese men's 7 women's Volleyball Grand Prix, and so on.

XTEP has also made great investments in entertainment marketing and sports marketing. It has become the sole partner and designated sponsor of the sports equipment of the sixth session of the National Games, including the National Women's Basketball League A (WC BA), the Chinese amateur basketball open (NBL), the CX extreme sports elite competition and the Xi'an City Wall International Marathon. It has been the sole partner of the tenth national sports meet and the first sports equipment signed by the Organizing Committee of the eleven national games.

Last year, PEAK joined hands in the Qinghai Lake international road cycling race to become the only designated sports equipment for the sixth round lake competition.

This year, in addition to its sponsorship of the Stankovic cup intercontinental basketball championship in China, it also joined the 2008 China Beach Volleyball Championships, and signed a long-term strategic partnership with the Wuxi Jobon football team of the Chinese Football League A, 361 degrees this year as the world's top partner of the Xiamen International Marathon. It also formed the 2007-2008 season China University Basketball Super League (Super League).

Hongxing Erke has become the only official costume designated by the 2007 China Tennis Grand Prix. It has joined the ITTF Professional Tour Finals of the Qatar Open, signed the Snooker Open, landed in the NBA and Spanish League a league.

In August last year, Jordan became the exclusive sponsor of the eighth Universiade Sports equipment and later became the partner of the Eleventh National Winter Games.

In addition, the Quanzhou sports brand has also increased investment in domestic sports resources when stepping up its efforts to boost Olympic brands.

Some professional sports brands have crossed the original good track to enter other fields, and intend to take the lead in the professional field as the overall advantage.

Terminal competition: before the "big shop plan" pushed forward the Olympic year, Quanzhou sports brands increased the intensity of the terminal construction, and various Olympic Games themed "big store plans" came out one after another.

In February this year, XTEP held a more than 3000 person marketing conference in Beijing.

The conference revealed that in 2008, there will be thousands of brand-new "Olympic stores", including 20 "Olympic giant stores" specially designed for this year's Olympic Games.

It is understood that XTEP's "Olympic giant shop" will be mainly concentrated in the capital city's main pedestrian street, with an area of more than 1000 square meters.

Ding Shuibo, President of XTEP, introduced the situation of the Beijing Olympic Games in August. It has embarked on the implementation of a large-scale terminal store renovation plan.