Chinese Sports Brand: Exploring The Development Direction Of The Brand

Value driven Olympic marketing is the value torture that every sponsor must face.

Thanks to the effective pull of the 2008 Beijing Olympic Games, the domestic sporting goods industry has experienced a period of rapid growth in marketing and production.

However, since the second half of 2010, sports brands have been growing for a short time.

The problem of profit decline and blind marketing has been gradually highlighted.

Facing the marketing environment which is quite different from four years ago, the Olympic marketing strategy of the domestic sports brand is undergoing a severe test.

Despite the constant questioning, brand and network marketing expert Lejk pointed out that in the face of domestic

With the increasingly saturated market and limited market growth, enterprises have become the trend of the world to grasp global market opportunities and internationalize in the breakout of brand value and market share.

In the attempt to expand overseas, it is an excellent opportunity for Chinese brands to open up new markets with the help of Olympic business opportunities.

In this year's London Olympic Games, Anta will win the sponsorship of the Chinese sports delegation's award dress.

During the 17 day Olympic Games, Chinese athletes 38 times wore the title of "champion dragon suit" to win the championship podium.

Anta relies on "champion dragon clothing" to fully display the comprehensive strength of enterprise design, production and logistics.

As a sports brand, Anta's

The strategy is closely related to sports events.

In 1999, Kong Linghui, the prince of the table tennis association, joined hands with Anta to create a traditional classic mode of "spokesperson + CCTV advertisement". In 2004, he leveraged CBA to develop rapidly; in 2008, he became a partner of the Chinese Olympic Committee.

Ding Shizhong, the chairman of Anta's board of directors, said that he was satisfied with the sponsorship effect.

"When China's first gold winner Yi Siling came to the podium on the" champion dragon suit ", the happiness and pride that I had never seen in the 9 billion yuan of business sales.

Ding Shizhong believes that the realization of the rights and interests of the award recipients and the successful implementation of the "genuine" cross border integrated marketing of Olympic Games made by Anta and the partners of International Olympic Committee and the Chinese Olympic Committee directly enhance the consumer's awareness of Anta brand.

According to the latest research results, Anta's brand recognition rate ranks the highest in 74% of the cooperative brands of the Chinese Olympic Committee.

The "Olympic advertising effect tracking research group" of Xiamen University found that 47.5% of the consumers noticed the Anta brand through CCTV advertising before the Olympic Games.

At the same time, after the Olympic Games, the utilization rate and loyalty of Anta brand increased by about 10% compared with that before the Olympic Games. These are the strong evidence of Anta Olympic marketing effect.

Market analysts have warned that the Olympic marketing strategy of domestic sporting goods companies may benefit the company's product sales and brand image in the short term, and will enhance performance in a short time.

But the long-term development of the company depends on the competition of the strength, relying on the resources of the company's business philosophy and so on.

Enterprises should focus on the main direction, highlight the advantages of differentiation, and expand the brand promotion, in product development, category management, channel strategy and user experience, and so on.

In the post Olympic era, facing the cyclical adjustment of the industry, Ding Shizhong pointed out that although Anta has got the core Sponsorship Resources at the London Olympic Games, an enterprise must truly become bigger and stronger and can never expect to sponsor the one or two Olympic Games.

Business is more like a long-distance race. "In the course of business development, sustainable growth is the most important thing."

Ding Shizhong said that Anta will take the healthy degree of enterprise development as its goal and continue to explore the direction of brand development through a series of innovative marketing strategies and meticulous management.