Shoe Fair Jinjiang Business Executives, Olympic Marketing

In the face of the reality that Beijing mice can not get into the mainstream sponsors of the Olympic Games in Jinjiang, how can Olympic enterprises sell Olympic Games and seize Olympic business opportunities?

Jinjiang enterprises are keen on sports marketing. What are the conditions for sports marketing and how to grasp risks?

With the approaching of the Beijing Olympic Games, the enthusiasm of domestic brands to sports marketing has been unprecedentedly high, and Olympic marketing has become the hottest topic.

The day before yesterday, the Tenth Sports Fair (Jinjiang) TV Summit Forum, an important supporting activity of the "shoe fair", was answered.

There are only one sponsor of the Olympic Games marketing sports industry in Beijing Olympic Games. Adidas throws 1 billion yuan into its arms, and many domestic sports brands can only be disappointed.

"Why not participate in sponsoring the Olympic Games?"

Ding Zhizhong, chairman of the Anta sports board, often faced such a question, he said, there was a gap in size and strength at that time.

However, Ding Zhizhong revealed that the Olympic Games is a rare opportunity to be held in China. He has done a lot of work in Olympic marketing, and he has shared the Olympic feast with "another way".

He believes that after all, the Olympic Games are only 15 days short, and the communication effect is limited. As an enterprise, we should not only consider those 15 days, but also grasp the Chinese people's passion for the Olympic Games and their understanding of sports and consider how to do it after the Olympic Games. Therefore, Anta regards the Olympic marketing as the foundation for the development of good enterprises.

Ding Shuibo, President of XTEP (China) Limited, said that the Olympic Games is a good opportunity for sporting goods to brand. XTEP has established a cooperative relationship with the Belarus national team, providing the team with a competition suit and making their products and brands debut at the Olympic Games. It is a good way to participate.

Around the Olympic marketing, XTEP plans to invest 200 million yuan to participate in it. "But advertising is only a means, product quality is the backing."

Yang Shitou, an official executive consultant and integrated marketing expert of the Beijing Olympic Organizing Committee, believes that sponsoring the Olympic Games is a matter of cost. It is actually a question of the fit between a brand and the Olympics and the global operation capacity of a brand.

He reminded that the Olympic Games are only a phase cycle. Enterprises should also see the trend and trend of sports, and choose suitable events according to the actual situation of enterprises.

Changing "shotgun and bird" for "fixed point blasting" from CBA to NBA, from basketball to volleyball, Anta sponsored sports events blossom in full bloom, sports marketing is at the forefront of domestic counterparts. Ding Zhizhong said that in choosing sponsorship events, Anta should reflect the different stages and concepts of development. Anta is considering how to upgrade comprehensively, so as many as possible to participate in sports events, so that sports brands can be promoted in all directions.

Zhou Shaoxiong, chairman of the seven wolf company, believes that sports events have become a hot topic of concern. It is a good carrier for brand communication.

However, enterprises should pay attention to the fit between brand and sports, match the stage of enterprise development, the concept of enterprises and the characteristics of products, and change the "shotgun and bird" as the "fixed point blasting", and constantly enhance the core value of the brand.

How should we do "do the mice get married" instead of "making clothes for men"?

How to avoid the risk of sports marketing?

Yang Shitou believes that the main problems of Jinjiang enterprises in sports marketing are ideas and practices, but there are no rules. The core of sports marketing is to put the passion and spirit of sports into the brand.

The application is wonderful.

Li Guangdou, a famous brand strategy expert, said that enterprises should have differences in sports marketing. Each brand has its own personality. With the help of a sports star and a sports event, it should be combined with brand personality, fit the brand planning, and choose the object that the core value matches.

He believes that sports marketing should be like "rat wedding" instead of dressing for people. "Mouse Wedding" is that rats want to marry a cat's daughter to be a wife. They have gimmicks to catch the selling point, while "do the wedding dress for men", and sing and sing for half a day, only to get together.

In terms of operational details, he reminded that because of the uncertainty of the result of the competition, there should be a plan for the advertising production of sports marketing, not only one version, but also to recognize that athletes are only the props of brand communication, but the endorsement of advertisements, not the endorsement of brands, and the success or failure of brands because of the success or failure of athletes.

Zhou Shaoxiong said that enterprises can turn disadvantages into advantages, for example, the seven wolves advocate "men not only show one side", but also show the failure side today.

Zhou Shaoxiong believes that the full display of the characteristics of sports events by skillful means can achieve the effect of the spread of small events. The seven wolves sponsoring the Chinese Real Madrid football club's trip to China is through skillful interaction, grasping the opportunity of Chinese keen football, and achieving the maximization of brand effect.