Review Of China'S Sports Shoe Enterprises, New Features Of London Olympic Marketing And New Media'S Popularity

with

Lining, PEAK and so on represented a group of industry leading brands to enter the Olympic Games with high flying tone, while the two or three line brands were low-key and calm, and even chose the "curve" to enter the Olympic Games. Some three or four line brands chose to leave.

In 2008 Beijing Olympic Games, AOKANG, a supplier of leather goods, did not directly sponsor the London Olympics.

Move cautiously and invest less.

Four years ago, the Beijing Olympic Games made a beautiful turn over the local sporting goods brand, which successfully passed the financial crisis in 2008. After four years of London Olympic Games, they also hoped to use this platform to turn the adverse situation again.

And in the industry view, although the big move frequently, but after all, can not cover up the current industry inventory is high, the financial difficulties.

Hongxing Erke responsible person believes that no matter how much the marketing of Fujian sports brand to London Olympic Games this year, based on the pressure of funds, compared with the Beijing Olympics, we have cut many marketing expenses.

"4 years ago, during the Beijing Olympic Games, sales performance rose sharply. This year, domestic sports brand enterprises have been troubled by high storage pressure.

Under the pressure of inventory pressure and the obstruction of channel expansion, everyone hopes to bet on the London Olympic Games to break through the current predicament.

Liu Xiang, deputy director of PEAK public relations, told everyone in the media that he had no choice.

XTEP president

It is said that due to the time difference and other factors, the London Olympic Games can not be compared with the Beijing Olympic Games. Moreover, four years ago, China's sports market was just "excited", and even had some "overdraft".

"XTEP will also invest, but the intensity must not be compared with that of four years ago."

In fact, compared with 2008, nearly four years of operating costs skyrocketed, and the actual input of many enterprises is declining.

In the face of huge business opportunities, the main reason for "calmness" is to consider whether returns can be directly proportional to huge investments.

Through contacts in 2008, many enterprises have found Olympic delegations from different countries to sponsor.

Relatively speaking, for domestic enterprises attacking the domestic demand market, the cost ratio of this investment is even higher.

Three or four line sports brand "missing"

Compared with the bustling scene of the Beijing Olympic Games, the Quanzhou sports brand that participated in the London Olympics marketing is much less.

For example, four years ago, the brand appeared on the list of national delegations or sports teams and sponsors, as well as Kang Tai, Lu You, wild power, famous music and Philharmonic.

According to the analysis of the industry, some small and medium-sized shoe enterprises have entered the bottleneck stage. Tremendous pressure has made enterprises more conservative in advertising.

Other brands look down on this year's London Olympic Games, and think that the actual marketing effect is hardly comparable to that of the Beijing Olympic Games four years ago.

In addition, due to the 8 hour difference between London and Beijing, the industry expects that the 2012 London Olympic Games will be significantly lower than the 2008 Olympic Games in Beijing.

The Chinese audience has changed their viewing habits of sports events, and their interest in gold medals is no longer so great. Especially the middle class pays more attention to the spirit of sports itself, which has posed great challenges to the marketing planning of enterprises.

{page_break}

AOKANG did not sponsor

"We will not continue to sponsor the London Olympic Games."

The AOKANG leather shoes, which had continued to sponsor the London Olympic Games after the 2008 Beijing Olympics, announced the news in July 2009.

In the 2008 Beijing Olympic Games, AOKANG leather shoes used to be a supplier of leather products.

The bigger background is that in 2009, London was under the influence of the global financial crisis, and the economic pressure was enormous. The London Olympic Organizing Committee was also trying to extend its olive branch to Chinese enterprises.

In the reasons why AOKANG shoes do not continue to sponsor, the goal of Olympic Games and the unsatisfactory measurement of ROI are in the main position.

Affected by the financial crisis, the demand for overseas markets has been reduced, such as AOKANG's retreat from the London Olympics to get through the international market.

From the rate of return on investment, AOKANG also repeated examples. AOKANG Group invested 300 million yuan for Beijing Olympic marketing, according to AOKANG's leather shoes 400 yuan a pair of average price to calculate, this investment is equivalent to the sale of 750 thousand pairs of leather shoes.

Hot new media

Once the Olympic Games "battlefields" are in television, newspapers, magazines, but now, the rapid development of new media has changed the customary viewing habits to some extent, causing many shoe enterprises to turn to the advertising channels of new media such as the Internet.

"4 years ago, when the Beijing Olympic Games, the online video was not so popular, the domestic micro-blog didn't appear at all, and the Kaixin network was just established soon. So, if Chinese enterprises want to learn from the experience of the new media during the Olympic Games, there is almost no such thing.

I believe that in the month before and after the London Olympics, micro-blog will become a very important communication channel. Micro-blog's forwarding and hot discussion will be unprecedented and richer and more lively than video. "

Before the Olympics, Zheng Xianglin, the president of the Great China region, had reminded many enterprises to do a good job in the new media.

In fact, the sports brand as the head of Olympic marketing really sees this point.

Taking PEAK as an example, PEAK's Olympic strategic focus this year is to strengthen the cooperation with top sports teams in the aspect of Olympic communication itself, presenting PEAK brand to the audience through their performance on the pitch.

In addition, the new media can enable consumers to understand the match situation and their favorite athletes in all directions, so the new media is also an important partner this year.

Because most of the young people's access to information is mostly from instant, fast and interactive networks.

Therefore, in the Olympic media purchase, in addition to the traditional TV input, PEAK has increased its investment in the Internet and micro-blog, mobile Internet and other new media.