The Circular Movement Of Brand Upgrading Of China'S Sports Industry

The earth's surface structure can give us enlightenment: the surface structure is composed of two parts: land and sea.

Land accounts for 30% of the surface and 70% of the oceans.

These 70% oceans are the widest and richest resources in the world. In fact, all the oceans are integrated around the world. If we can make the concept of ocean today, then the whole earth will be enriched together and the whole resources will be integrated together.

If we do the brand operation with the same concept, we can integrate the resources of each other's enterprises and make the brand operation of each other achieve the overall linkage so as to make each other stronger and longer. China's sports brand has also entered the new era of resource sharing and brand upgrading under the globalized trend of resource integration. Therefore, a competition for resources and integration has come to life. This article will take the sports brand as the starting point, take the marine integration as the concept, and take the four aspects of science and technology, sports, entertainment and network as fans to interpret the circle movement of the upgrading of China's sports industry brand, and integrate technology resources to forge the core competitiveness of the brand. Comrade Xiaoping said that science and technology is the first productive force.

This tells us the importance of technology.

Local sports brands are aware of the importance of science and technology in the glare of international brand technology, and begin to search for all kinds of available technology resources. With the help of external professional institutions, even with various scientific research institutions, they integrate resources, rebuild their professional image, and come out in the old era of image endorsement, and achieve a new round of brand leapfrogging.

Brand spanning is a good planning for product strength, and it is difficult to have a brand without product strength.

In the era of products deciding everything, the professionalism of products will last for a long time.

In order to maintain the professionalism and leadership of products, technological innovation is needed as support.

The R & D of innovative technology requires a lot of financial and material resources and manpower.

Brand preservation and growth must rely on product strength.

To enhance product strength, in a direct sense, is to create brand competitiveness.

Because the development of the whole industry needs the pressure of competition, the integration of science and technology resources is irreversible.

Wang Junyu, a brand management expert, believes that there are four ways to integrate science and technology resources: first, to cooperate with domestic or international professional institutions; the two is to purchase technology and technology; three, to establish technical institutions or systems with the help of the external brain; and four, to integrate professionals in science and technology.

In the two years from 2004 to 2005, Li Ning Co established a cooperative alliance with research institutes, research institutes and design firms to realize the sharing and symbiosis of resources. In September 5, 2006, it released the latest research and development core technology platform, namely, "Li Ninggong".

In 2005, Anta set up the first sports science laboratory, which has more than 50 researchers. At the same time, it has co operated with the Biomechanics Research Institute of Beijing Sport University and China leather and shoemaking Institute, with the help of their research achievements and experience in the field of human sports science and shoemaking, in order to rapidly enhance the R & D capability of Anta laboratories.

At the beginning of 2006, Hongxing Erke established a cooperative relationship with the affiliated Institute of the Chinese Academy of Sciences. The Chinese Academy of Sciences will provide Hongxing Erke professional antibacterial materials for shoes and footwear products, providing technical support and guarantee for the antibacterial properties and quality of Hongxing Erke sneakers, and is responsible for the whole process supervision and technical service of the antibacterial function of Hongxing Erke shoes.

In March 2006, the R & D center of the footwear industry jointly developed a new technology with famous track and field experts, becoming the focus of attention of experts in sports shoes manufacturing industry.

In addition, the technology of "nanotechnology" and the "cheetah bionic" technology, etc., were born with professional agencies or by professional agencies.

Technology is the currency of twenty-first Century.

It is the golden key to brand appreciation, and the brand's external strength.

In the age of science and technology, although this road is full of thorns and frustrations, we must look ahead and forge the core competitiveness of the brand.

"No technological innovation means beating," and we dare not forget it.

Integrating sports resources to speed up sports for brand internationalization is a global culture, a scarce resource and a attention economy. It is also an engine to boost brand internationalization.

Sponsorship of sports events is the most important part of sports resources.

For example, the Olympic Games, the world cup, the European Cup and other far-reaching international competitions, seek resources cooperation, enhance brand awareness and freshness, and its communication effect is "known to all".

The sponsorship of international brands such as Nike and other international brands is a pass for them to enter the world.

The opening of the Chinese market is also a part of the world.

In other words, localization is also globalization.

The local brand is careless, so as not to lose Mai City.

08 in the Olympic Games in China, we should cherish good business opportunities and not become a difficult place to go beyond.

At the same time, we should also take a broad view of the world and become a member of international brands.

How to integrate sports resources? Mr. Wang Junyu thinks there are three ways: first, sponsorship of sports events; secondly, the authorization of events or professional sports organizations; thirdly, to organize or guide sports popularization activities.

[next] "from sports, for sports" is the working principle of Li Ning Co, the first local sports brand.

Lining has always been in the forefront of sports sponsorship. Since the start of business in 1990, he has had a deep connection with sports.

From the Olympic torch relay, Lining began to kiss the Olympic Games for the first time.

In 1992, Barcelona, Atlanta 1996, 1996 Paralympic Games, 2000 Sydney, 2004 Athens and so on, Lining was the sponsor packaging equipment of the Chinese delegation winning equipment. In the Olympic Games, "Chun Cheng everywhere flew Li Ninghua".

In terms of Olympic complex, other brands are less involved. Anta has only done promotional activities related to the 04 Athens Olympic Games cheer group.

Lining is also the initiator of the international complex of sports resources.

In 2000, Li Ning Co became a sponsor of the French national gymnastic team. In 2002, Li Ning Co signed the Spanish women's basketball team at the World Women Basketball Championships, and later won the Spanish team. The media quoted the story of Lining's defeat of Nike.

In September 12, 2006, the Li Ning Co and the Sultan national track and field team signed the contract. The two sides will join hands to the 2008 Olympic Games.

This is the first national track and field team signed by Lining brand, and is another advance of Lining's brand specialization and internationalization.

In the Fujian sports brand, the first group to take the sports route is PEAK group. In 80s, PEAK brand became known all over the country.

At that time, PEAK was the sponsor of sports equipment for the 81st team of the best basketball team in the country.

PEAK recalling its own road of success, wakeup in 2004, continued to take the sports course and relied on the road to come, increased its efforts in sports marketing, and concentrated on the field of basketball sports to establish the dream of international brand and basketball empire.

From the Uzbekistan, the European basketball all star game, the European basketball top league, and even in 2005, sponsored the NBA Houston rockets home, landed in the altar of world basketball, and entered the basketball first-line market in the United States.

PEAK brand, if the capital chain is healthy, has the advantage of backwardness.

Hongxing Erke also supported the 2006-2008 year international women's tennis series with heavy gold, but her behavior was to listen to symphony with bare arms.

Anta has quantified the details and focused on its effectiveness in domestic competitions, and has systematically packaged CBA and CUBA leagues.

Today, the sponsorship of street skateboarding challenge is good, but the attention is not enough enough to establish an organic connection between the brand and the sport.

After investing in sports for the first time, CCTV launched an interactive entertainment basketball program, and then sponsored the Xiamen International Marathon for three consecutive years, but it lingered on the edge of mainstream professional events.

Sports events are linked to the scarce resources of the world.

Integrating international resources is a must for every brand.

China has no national boundaries and is part of internationalization.

The internationalization of Chinese sports brand must be on the road of sports events, because sponsorship is the way to achieve internationalization.

Actively cooperate with both hands to embrace globalized sports resources! Integrate entertainment resources: fashion interpretation, brand new vitality, entertainment era is coming! She is more attractive and colorful in the garden of resource integration. Information explosion and fierce competition have become the characteristics of the new economic society. People's attention to material factors is gradually decreasing, non-material or human factors are increasing rapidly; people are interested in which brands can provide them with more added value, or what can be more pleasing to them.

When life gets more and more intense and work gets busy, people are eager for leisure relaxation and entertainment for a while.

As a sports brand's target consumers, entertainment has another meaning: fashion, fashion and cool.

These are always the themes of their lives.

Futurist John Nash said, "do you want to sell things? Engage in training, management and motivation? First, you must make others happy.

In today's changeable world, entertainment is considered an essential factor in daily life. "

What businesses need to do is to integrate the spirit and elements of entertainment, so that consumers can feel good associations and associations with products or services in the experience of entertainment, thereby infecting consumers, integrating consumer lifestyles into entertainment experiences and establishing relationships.

There are many ways to integrate entertainment resources. For example, we should have an insight into the psychology of consumer entertainment, pay attention to the trend of social fashion, focus events and new phenomena, integrate entertainment resources such as movies, television, music, sports and so on, identify the good grafting of entertainment carriers and brand value proposition, or seek cooperation with entertainment media.

The entertainment marketing of del Hui brand caters to the consumer psychology of young consumers.

In the central five sets, the central three sets, Hunan satellite TV, Southeast satellite TV, light media sports news and entertainment column for high-frequency focus.

Its brand awareness, brand purchase frequency and brand reputation continue to rise, and thus gradually grasp the market initiative.

XTEP itself is a fashion line, the goal is to become the "fashion sports first brand", the fashion elements into product design, and work together to create online games to meet consumers' spiritual aspirations for fashion and personality.

But the elements of entertainment are changeable.

Once we have not grasped the freshness and preferences of entertainment, the risk is enormous.

At the same time, the execution of entertainment activities is also very important.

Therefore, we must pay attention to the brand that integrates entertainment resources.

Integrating the network resources, the brand communication magic network in the new economic era makes the world without borders.

In freedom, relaxation and leisure, freedom, hatred, dissatisfaction and hatred are released. The Internet is an indispensable element of life for young people.

More like them, a close friend is inseparable.

According to the China Internet Information Center (CNNIC), by the end of April this year, the number of Internet users in China has exceeded 100 million, reaching 100 million 200 thousand.

At present, the number of Internet users in China is second only to the United States.

Therefore, network, especially the sports channel of portals, has increasingly become the competitive place of sports brand.

In sports shoes and other industries, the growth rate of high-end brand consumers' network contacts is higher than that of low and medium end brand consumers.

All these phenomena show that consumers are more active in the Internet media and are more and more fond of and trusted in it.

The advantages of the Internet media lie in the breadth, depth and interaction of the communication.

The sports channels of major portals in China are almost allied to sports brands: Sina and Nike, Adidas and YAHOO, Lining and NetEase, Sohu and Anta, Tencent and 360 degrees.

In a short time, the sports marketing brand is launched.

At present, XTEP follows the cooperation mode between Coca-Cola and 9 cities, and has joined hands with the world's largest online game operator, Shanda, to become its sole partner in the field of sports brand.

This shows that the emerging network resources in the fierce sports brand competition has become a battleground.

Network resources are deep. We must dig out the potential of the market with diligently, and at the same time, we should practice regularly as a lesson.

In the Internet era, Internet marketing is the brand communication magic of the new economic age. Conclusion first, let's do a game with "scoring more and better".

The rule of the game is that two people face to face, the right hand to pull each other's hands, to see who can pull multiple hands to their side; the more times you pull to yourself, the higher the score.

In the process of game, we find two situations: one is that two people cooperate with each other, and each score is very high.