How To Break Through In The Competitive Sports Market Of China?

How to break through in the competitive sports market of China? Conservative adoption of celebrity endorsements and promotional discounts has no longer been able to make itself stand out. The first line of brand names is a cultural strategy. Benefiting from the increasing consumption ability of the ordinary people, China is becoming the largest consumer market of sports equipment in the world. All the first-line brands in the market are spared no effort to improve their influence. When the Beijing Olympic Games were about to ring, they chose the way of "helping China win" in order to impress the Chinese consumers. Lu Hairui, managing director of Shanghai sports marketing company, Terry Rhoads, said that these companies will try their best to tell people that they are partners in China's sporting event, which will be a large-scale battle. The twenty-second China International Sporting Goods Fair, held in Beijing from May 29th to June 1st, is the symbol of this campaign. Exhibitors believe that in the current context, leveraging China's national cohesion and pride will become a great opportunity to promote the rapid development of the brand. Zhang Tao, vice president of Anta Sports Products Limited, stressed: "as a leading sports brand, Anta is going to refuel China's sports industry. As a national enterprise, we need to refuel the whole of China." Anta has been the leader in this field for 7 consecutive years in the Chinese sports shoes market. In this year's sports fair, Anta launched the "1 generation basketball shoes of the United States", which has won the annual bestseller Award for sports footwear products. In order to let their "refueling!" China! " The slogan was echoed throughout the stadium. Anta introduced the super large sky screen for more than 26 meters in the first time to broadcast the corresponding advertising and corporate promotional films. Anta also designed an open booth and a dynamic mirror element, which skillfully integrated the audience and booth. Anta staff said that the design is intended to create a "national sports" sports atmosphere. China is already a sports power, but it is not a big sports country. The Chinese team can often get good results in international competitions, but these honors are made by special athletes training machines in China. "Now, the public's understanding of sports remains at the competitive level." Xu Yang, director of Anta brand management center, said: "we hope to spread the spirit of sports and the joy brought by sports to every city and every corner of China, and thus truly improve the level of Chinese sports." In recent years, the independent brand originated in Fujian has become the main sponsor of sports events organized by the Chinese Basketball Association, the Chinese Volleyball Association and the Chinese Table Tennis Association. At the same time, Anta also made use of its strategic partnership with the Houston rockets to deliver some outstanding young players to Houston's CBA Anta Anta training camp to learn the advanced basketball culture of the United States. In May 29th, 10 players who participated in the 08 year training camp came to the Anta booth to meet with Chinese fans who supported them. These investments not only brought Anta's influence to more than 40 cities in China, but also contributed nearly 600 million people to Anta in 2007. Anta put these huge figures in the design of the stadium, and an audience said he had confidence in Anta's national sports culture. "This approach is very approachable." The international brand Nike has chosen another way to narrow the distance from the audience. The leading brand of this sporting goods set up a costumes show for 22 Chinese national teams. All the costumes were designed by Nike. And 22 professional athletes as models. This idea has made up for the shortcomings of the star sponsored by Nike. Whenever the performance starts, the Nike booth is always full of people. In order to impress the Chinese consumers, Nike will also set the theme of the exhibition as "getting up and moving forward", which is always associated with the National Anthem of China. Nike believes that many people hope to hear this melody continuously at the August Olympic Games awards ceremony. Competitive culture is not the only way for international leaders to please Chinese consumers. In January this year, Nike's old rival Adidas took the Peking opera costumes as the background in Beijing's sports fashion show. The models showed the uniforms designed by Adidas for Olympic staff and volunteers, including T-shirts with auspicious clouds. Mark Colin-Thome, director of Adidas creative center in Shanghai, said that using traditional elements such as auspicious clouds, dragons, fans and bright colors in sportswear and sports shoes has aroused people's traditional awareness and made Chinese young people able to publicize their characteristics. Mark, Prior to this, Adidas has thrown 80 million dollars to sponsor the Beijing Olympic Games. Therefore, the identity and status of Beijing Olympic sponsors will undoubtedly become Adidas's biggest demand for communication. At this event, Adidas did not choose to compete with its traditional rivals on the same stage. It was displayed in the Olympic concept venues alone. In order to emphasize the origin of Beijing Olympic Games, Adidas not only named the theme of the exhibition as "Made For Beijing", but also displayed the exhibition platform of all kinds of match equipment as the main visual human figure of the Beijing Olympic Games in 08 years. These Chinese elements have greatly strengthened the affinity of the whole brand. "Sports industry is essentially a cultural industry." Zhang Tao stressed, "no matter how fierce the competition is and how strong the star is, we have to change the habits of the consumers and integrate into their lifestyle so that they can better accept our products and values."