Sports Brand Marketing Enters The New Media Era

< p > by the decline of performance, the advertising expenses of Anta, XTEP, PEAK and trend declined in the first half of 2012.

Among them, Anta advertising accounted for 10.4% of sales revenue, a 2.2% decline in the same period, and the trend of advertising costs dropped more than 100 million yuan to 90 million yuan.

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< p > however, the overall advertising cost of sports brand has not been significantly reduced. The 6 major brands such as Anta, Lining, XTEP, PEAK and so on had invested 7 billion 130 million yuan in the first half of 2012, which is also higher than the 7 billion 50 million yuan in the same period in 2011.

In addition, many new sports brands have increased advertising input and promoted overall advertising costs.

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< p > according to Lining's semi annual report in 2012, Lining's advertising expenses decreased by 2.9 percentage points to 13%, but Lining's advertising expenses in 2012 were still not released.

With the sponsorship of London Olympic Games and other events and the sponsorship of the Chinese men's Basketball League (CBA) in the second half of 2012, the advertising and marketing promotion in 2012 will increase.

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< p > < < a href= > http://www.91se91.com/news/index_f.asp > > Lining < /a > the CBA sponsorship with high concern was signed in June 2012. The agreement covers five seasons from 2012/2013 to 2016/2017. According to media reports, the total sponsorship amount may be as high as 2 billion yuan, while in the first half of 2012, the advertising expenses invested by Lining were only 504 million yuan.

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The advertising cost of < p > 31 degrees is also advancing rapidly.

In the first half of 2012, its sales and distribution costs increased by 73.2% to 478 million yuan, mainly due to the increase in advertising and publicity expenses from 6.8% to 13.5%, to 661 million yuan.

Its 2012 advertising expenses are mainly used for the Haiyang 2012 Asian Beach Games, the Nanjing 2014 Youth Olympic Games and the sponsorship of star athletes.

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< p > in addition, the 31st degree has been signed with Sun Yang, the gold medal winner of the London Olympic freestyle gold medal in recent years, plus the spokesperson of NBA player KevinLove and pole vaulting gold medal player SteveHooke. In the short and medium term, the advertising cost will not be reduced.

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< p > < strong > was an important springboard < /strong > < /p >.

< p > sports marketing of Chinese sports brands should also start with Lining, the gymnastic prince.

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The gymnastics career of < p > 16 years has won 106 gold medals and won 14 World Championships. In 1984 Losangeles Olympic Games, he took three gold, two silver and one bronze at one stroke.

This is the pcript of Lining, the gymnast prince.

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There was an enterprise in China at P that time. It was "Jianlibao".

In 1984, Jianlibao, who was just founded, won the fame of "China's magic water" by sponsoring the Chinese delegation of the Losangeles Olympic Games.

After having tasted the sweetness, Jianlibao carried out continuous large-scale investment in sports marketing in the following time.

Jianlibao founder Li Jingwei also became attached to Lining.

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After P, Li Jingwei held a special farewell party for Lining.

Later, Lining became a special assistant to Li Jingwei and became the general manager of "Jianlibao campaign" a target= "_blank" href= "http://www.91se91.com/ > clothing < /a > Company.

The company is the predecessor of Lining's sportswear.

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< p > Lining's brand marketing inherited the gene of Jianlibao's sports marketing. Once it was launched, it sponsored the Eleventh Beijing Asian Games in 1990. It quickly launched fame and opened the market.

After that, Lining continued to sponsor important international and domestic events such as the Olympic Games and the Asian Games, sponsoring sports organizations such as the Olympic Committee and men's basketball teams.

These marketing, let Lining brand for a long time to occupy the local sports brand "one brother" status.

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< p > Anta also relies on sports marketing.

In 1999, Ding Zhizhong took the lead in the board of directors, signing Kong Linghui's endorsement at the price of 800 thousand yuan a year.

Subsequently, Anta's "I choose, I like" advertisement began to broadcast on CCTV sports channel.

In 2000, Kong Linghui won the Olympic Games in Sydney, which led Anta to become famous overnight.

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In the next two years, Anta, while improving its channels and expanding its product line, strongly sponsored sports matches including CBA, and gained a lot of brand exposure. P

Ten years later, in 2011, Anta's performance surpassed Lining.

At the same time, Anta used its success to explore a set of "Jinjiang model" for the sports industry's latecomers.

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< p > if Anta had spent a lot of money to win Kong Linghui's endorsement and a hint of gambling and gambling, the success of Anta's move would dispel the last worries of the latecomers.

Anta signed Kong Linghui, East Asia < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothes, Meck Heng Qiang, and King Lake respectively signed Ma Lin, Fu Mingxia, Wang Nan and others.

After the signing of the table tennis star, Buick shoes simply wrapped up the Chinese badminton team.

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< p > when XTEP eyes on sports stars, we aim at movie stars.

In 2001, XTEP signed the popular Hongkong movie star Nicholas Tse at a price of 5 million yuan.

Immediately after that, mingle signed Ekin Cheng, Hongxing Erke signed Jordan Chan, and del Hui signed Jay Chou.

The battlefield of celebrity endorsement spread to the film and television circles.

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< p > in addition, after Anta, dozens of Jinjiang shoe brands such as PEAK, 31st degree, XTEP, Xi De long, and so on have appeared in CCTV and major TV channels.

They often spend hundreds of millions of dollars annually in the cost of advertising on CCTV and satellite TV.

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< p > from the final result, these high input media bombing propaganda really plays an irreplaceable role in promoting brand development.

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< p > < strong > began to make "smart" < /strong > /p >

In 2012 and 2008, almost all the Chinese second tier sports brands appeared in the London Olympic Games, but not every brand was linked to the Chinese delegation. P

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< p > Anta has made the first move and won the only partner of the Olympic Committee in one fell swoop, providing an exclusive cake for the Chinese national team.

Lining insisted on "gold medal team strategy" unchanged, as always, support table tennis, diving and so on five gold medal "dream team".

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< p > however, unlike in the past, apart from the two giants of Lining and Anta, other sports brands coincide with each other in the battle for the Olympic Games. They did not focus their eyes on the star athletes and champion sports teams that were attracting attention. Instead, they were "some" players and "cool" sports teams.

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Yan Runzhe P defeated Wu Jingbiao, China's champion in the men's 56 kilogram class, on the morning of July 30th.

While watching Wu Jingbiao crying and apologizing, he was surprised to find that Yan Runzhe was wearing a 360 degree brand match suit in China.

Besides the DPRK, the 31st degree brand also sponsors sports teams from Belarus and Croatia. Among them, Yan Runzhe beat Wu Jingbiao to win gold as an unforgettable scene.

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< p > PEAK sports also placed the Olympic sponsorship plan of the company on the Foreign Legion. They chose the Olympic delegation of 7 countries in Iraq, New Zealand, Slovenia, Algeria, Lebanon, Jordan and Cyprus as sponsors.

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After the P Olympic Games, it was found that local brands including Lining, PEAK, 31st degree, Hongxing Erke, XTEP and so on, at least sponsored a foreign athlete or a foreign Olympic delegation.

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< p > analysts believe that sponsoring the Chinese Olympic delegation is indeed expensive, not only scarce resources, but also the competition of strong brands in the same industry in China.

This is why many local second-line sports brands have chosen more foreign delegations as sponsors than Lining and Anta.

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< p > "it is worth mentioning that sponsors must take risks into account before signing a contract, and prepare a plan at the same time.

Bad grades or accidents do not mean that they can not be plotted.

Wu Jian, a senior brand marketing expert, told reporters that Nike responded quickly to Liu Xiang's two Olympic retirement event and made good brand promotion with the event of retirement.

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< p > he thinks that when Liu Xiang's feet are strong enough to step on the hurdles and turn over and fall down, he will exclaim not only Chinese audiences but also a large number of sponsors.

However, on the day of Liu Xiang's defeat, Nike signed a new ad with Nike's content. It points to a series of inspirational themes such as "who dares to fall, dare to be" after the defeat, and effectively disseminated it in a wide range with the characteristics of new media such as micro-blog.

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< p > with Nike's successful marketing case, the new media with relatively low marketing cost has also become the battleground of the local sports brand's "clever marketing".

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< p > Lining, one of the greatest basketball centers in the history of NBA, when O'neal retired, he changed Lining's official micro-blog into O'neal's background. All the background words closely combined O'neal's retirement and "let everything change" slogan.

Its "affectionate" micro-blog, which was released by Guan Wei, touched fans and was quickly turned crazy by fans. It achieved a good audience's two communication effect.

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< p > recently, the video website, music website, has announced an exclusive strategic alliance with the brand of "3A" brand. The brand will invest 100 million yuan to LETV in the next 4 years, so as to spread the brand e-commerce market and develop the brand marketing channel.

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< p > Music Liu Hong COO said that the music network will support "Shang" brand marketing through the "full marketing" mode.

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< p > according to his introduction, LETV will use the resources of movie and TV drama storehouse, through the PC terminal, the mobile terminal, the music as the TV cloud video super clean machine and so on, the whole terminal will carry out the "full screen" marketing support for the "Shang" brand.

In addition, the music network will support all brand publicity and activities during the cooperation period, including LETV, client, homemade columns, homemade dramas and later development projects and advertising resources.

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