Children's Sports Shoes Enterprises: Sports Marketing Should Identify Suitable Positioning

Sports marketing has always been a popular marketing method for adult sports brands. However, when more and more adult brands succeed in sports marketing, Children's shoes The company also stepped out of the traditional marketing propaganda mode of "cartoon channel + local TV + TV program naming", displaying the "soft power" to the market in a multi pronged way, playing the movement of sponsoring young sports events.

　 Marketing battle outside the stadium.

The four year Olympic Games and all kinds of sports events in the post Olympic cycle have become the focus of all kinds of sports brand competition. Although we can not get the core resources of the Olympic Games, the children's shoes enterprises still start marketing war outside the stadium.

It is understood that in this year's London The Olympic summer vacation has sponsored the 2012 National Junior track and Field Championships and the 2012 National Junior Table Tennis Championships.

"Sports marketing for children's shoes has sprouted in the past two years." Chen Shuqing, general manager of creative industries in Liuhe, told reporters. It is understood that in 2009, Yong Gao's children's shoes were named to sponsor the first juvenile sports model competition in China. After that, Yong Gao also named the National Junior Table tennis tournament, the 2010 Chinese youth sports model competition, and the 2011 Chinese children's sports model competition.

In order to establish a leading position in the field of professional youth sports equipment, POOVE successfully became the strategic partner of the 2009 National Youth Volleyball Tournament in March 2009, and became the only designated sponsor of the 2009 China youth sports meet in July.

　 Advantageous resources lean towards big brands

"From the present point of view, the adult sports brand, which is keen on sports marketing, has almost emptied the dominant sports resources in China." Chen Shuqing said. It is understood that, in addition to Anta as a partner of the Chinese Olympic Committee, Lining signed a memorandum of understanding with CBA, China's Super League has been signed by Nike to 2019, and has won the exclusive naming sponsor from 2010 to 2015 in China's (National) men's / women's Volleyball League, Grand Prix and championship six. At the same time, China has carried out deep cooperation with the Chinese table tennis center, and XTEP has taken almost all the marathon projects in 361.

"In recent years, with the attention of adult sports brand to children's market, competition for resources has gradually infiltrated into the field of youth competition." Chen Shuqing personally felt this threat. Beginning in 2011, Chen Shuqing found that it is more difficult to get the resources of top youth sports events in China. The most typical case is the Youth Olympic Games in 2014 in Nanjing.

"I began to pay attention in the second half of 2011. I wanted to win the advertising agency of the Youth Olympic Games with 20 million yuan." However, at the beginning of this year, when Chen Shuqing contacted the Organizing Committee of the Youth Olympic Games again, he found that all the resources of the tournament had been monopolized by 361 degrees. "That is to say, other brands, whether they are children's wear or adult wear, have no chance to sponsor."

"Future, along with Children's wear With the intensification of market competition, the advantageous resources will be intensified to some powerful brands, which will also bring a test to the sports marketing of children's shoes brand. The dog dog Business Center Deputy General Luo Zheng Ming said.

　　 Sports resources should not be blindly pursued.

However, for some children's shoes enterprises, which are located in the professional sports equipment for young people, sports marketing seems to be a threshold which can not go around. How to find suitable resources for adults sports brand is very important. "Children's shoes brand can not compete blindly, but should pay attention to" match each other ". On the one hand, the investment of sponsorship should be within the scope of the enterprise's support. On the other hand, the resources should be consistent with the brand positioning of the enterprises. Chen Shuqing said.

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According to the introduction, the positioning of WTS/kids brand is based on the basketball game series. In the search for cooperative resources, it takes basketball sponsorship as the core, and finally sponsors the China Youth Basketball Championship. "Enterprises in sports marketing, identify the right position, in order to make every investment to produce the greatest benefit." Lin Weisheng, general manager of Wan Tai Sheng shoes and Garments Co., Ltd.

"The brand of children's shoes has begun to attach importance to sports marketing. This is a good starting point, but sports marketing is not only limited to one point, but needs to integrate resources, have clear strategies, and persist for a long time. According to the analysis of the industry, enterprises can attract more consumers after the brand is disseminating through competitions. At this time, only the product, channel and service of the enterprise are consistent with the image of the brand, so consumers will truly recognize this brand.