Network Becomes The New Battlefield Of Olympic Marketing For Shoes And Clothing Enterprises

In 3 days, the 2008 Beijing Olympic Games will be opened.

The Beijing Olympic Games, which carries the dream of the Chinese nation for a century, is not only a stage for athletes from all over the world to compete for gold and silver, but also an arena for all major enterprises to compete.

Jinjiang is a famous brand city in China. Facing the tempting Olympic cake, Jinjiang brand's "Olympic war" has already taken the lead.

361 degree joint Tencent, Sohu network two authoritative media; the precious birds in the YOUKU network and the KU6 open to solicit the Olympic creative video; PEAK also sponsored the "smile Beijing" 2008 volunteers civilization action. With the help of the Olympic Games Dongfeng, the strong fighter has released a brand new LOGO in advance, and will launch a brand new advertisement at high frequency during the Olympic Games, trying to lead the Chinese jacket to the world through the Olympic Games. XTEP has also added many Olympic elements in the brand advertisement, and will make a high-profile appearance on the opening day of the August 8th Olympic Games.

The online collection of Anta's DIY works in China is also in full swing.

The Internet has become a new battleground for Olympic marketing. The high threshold of Olympic sponsors has blocked the brand of Jinjiang. In the face of the upcoming Beijing Olympic Games, the virtual territory of the Internet has become a new battleground for Jinjiang brand to compete fiercely.

Since August 1st, the precious birds have been collecting Olympic creative videos on YOUKU net and KU6 online, trying to intercept young consumers from the Internet.

What is the creative video?

There are three kinds of birds in the world: one is "no one can be blocked by Olympic strong men" videos, such as the Olympic Liu Xiang edition, the Olympic Yao Ming edition, and so on; two is the classic spoof video, such as the Agam version, the hacker edition, the prison break version, the cat and mouse version, the chicken run version and the Big Slam dash edition, etc. Finally, there are also Street Olympic video, such as street basketball, street football and so on.

During the activity, netizens will upload and upload creative videos of their own creation or re creation, and watch and vote on the interactive platform by netizens. Finally, the winning works will be selected according to popularity. The interactive platform will provide prizes for participants and winners.

It is understood that this is mainly through the re creation of the creative video of the Olympic Games, grafting Olympic links, and engaging with the target audience in interesting cross communication and interaction, attracting widespread attention and expanding brand influence. At the same time, the distinctive creative video interprets the brand connotation from many angles, starting from the brand concept and combining with the Olympic background.

It's like the slogan of the solicitation order: "the spirit of the Olympic Games is unstoppable, and the enthusiasm of the people is unstoppable. In such an irreplaceable historical moment, the spirit of the unstoppable spirit is spreading online. No one can stop you from shooting the angle, your unique creativity, the noble bird provides you with a platform to show your talent".

There are fantastic similarities with the creative video of the noble bird, and XTEP's "live four cartoon" activities.

From August 1st to August 28th, XTEP collected comic works from netizens, which covered Olympic hot topics and interesting events. It allowed to play the super skill of laughter, exaggerated, photographed real photos, added facial expressions and actions, supplemented by narration and cartoon effects, and drew attention through online awards.

During the Olympic Games, you can play graffiti besides playing podcasts and comics. The brand of Jinjiang can really take a lot of trouble in this regard.

Yesterday, when reporters chatted with friends Q, it was discovered that the 361 degree cheering Chinese T-shirt painting competition "painted creativity and cheering China" activities originally started in August 1st, and will be held in August 31st. The two authoritative media of the 361 degree joint Tencent and Sohu network will jointly hold a 361 degree cheering Chinese T-shirt painting competition, and use creative ideas to describe their own way of cheering for China.

You can choose to hand draw, buy products at 361 degree store, get T-shirts and paints, create photos of your work and upload them to the activity website after free creation. You can also log in directly to the activities website, online graffiti, or template DIY, Download T-shirt templates and material creation and upload them to the activity website.

It is known that the theme of Chinese T-shirt painting is "dragon Kingdom, new height" at 361 degrees.

About 361 degree 361 degree R & D center is one of the largest sports shoes R & D centers in China.

361, focusing on innovation in product R & D design, its original core technology is second to none in the industry.

In 2007, we invested tens of millions of yuan in special funds to upgrade domestic R & D centers, set up R & D bases overseas, and build world-class R & D platforms. In order to create world-class products with 361 degrees, top design talents from and around the world.

In 2001, the country launched the "hard ground bull fight" basketball technology.

In 2002, the first nationwide "Apollo" breathable series was introduced.

In 2004, on the eve of the Athens Olympic Games, the "sacred fire badminton" series was the first to be approved by the market.

In 2004, in the 361 degree global industry, the concept of bionics was first put forward. By simulating the characteristics of leopard's suitable running, we developed a sport technology -- "cheetah bionic technology".

Fully applied to the development and production of sports shoes, the X leopard series is launched to form a unique brand style product group.

In 2005, the new generation of "cheetah bionic technology" was born, which deeply mimic the body function of leopard, and developed "leopard" ventilation holes, "leopard force" MD midsole, "leopard" rubber outsole and other shoe materials, and applied to the "leopard II" series product group.

In 2006, we launched a revolutionary breathable fabric, the cheetah air window, to simulate the principle of skin penetration and rapid heat dissipation in the rapid running of cheetahs. It can effectively enhance the comfort of the professional Far East athletes in the sport of large volume sports, and greatly enhance the professional image of the 361 degree product.

361. The world's first innovative magnetic levitation technology of the "strong magnetic repulsion" patent for sports shoes was used to improve the damping effect of sports shoes by using the principle of same-sex mutual exclusion. From 2006 to 2007, two consecutive marathon runner shoes were first designed for the Xiamen International Marathon.

361, we must adhere to the strategic thinking of synchronizing research and development with the world, and constantly accumulate original core technologies.

The 361 degree innovation of science and technology has greatly promoted the livelihood of the brand.

Integrating the development of enterprises into the national sports industry is the symbol of breaking the industry's core technical barriers again.

Public relations activities become a new highlight. In addition to network interaction, the Olympic public relations activities under the line have also become a new choice for Jinjiang brand. Through public relations activities, allowing more people to participate in the Olympic Games and feel the Olympic atmosphere is indeed an unacceptable choice.

It is understood that on the opening day of the August 8th Olympic Games, mingle will organize senior middle managers and distributors nationwide to Beijing to cheer for the Olympic Games.

"We are the sponsors of China weightlifting team. We and Chinese weightlifting athletes are like a family. The Olympic Games are held at our doorstep. We hope to give them more support. We need to cheer up with the cheer and enthusiasm."

Guo Hui, director of marketing of mingle company.

Coincidentally, PEAK boss Xu Zhihua will take the agents at home and abroad to the scene to watch the match.

In addition, PEAK also sponsored the "smile Beijing" 2008 volunteer civilization action, when the Olympic Games outside the 40 thousand volunteers will wear PEAK clothes to welcome eight guests, often think of that scene, Xu Zhihua is smiling.

At the same time, 240 outstanding middle school students from eight counties and cities will be moved again, because they will have the opportunity to rush to Beijing to watch the Olympic Games. All this is due to the "2008CBA campaign equipment Haixi student Olympic Games watching campaign" launched by Guo Hui (China) Limited.

Guo Hui hopes to sponsor the Olympic Games, so that the vast majority of Haixi outstanding students will be integrated into the CBA professional sports equipment and enter the Olympic Games with a large lineup. They will devote themselves to pursuing the Olympic Games of "higher, faster and stronger", and cheer for the Chinese team together, and hope that the "2008CBA sports equipment and the Haixi Olympic Games watching team" will become a beautiful scenic spot on the Olympic Games.

Perhaps, this beautiful scenery line moved not only the 240 middle school students, but also more audiences.

According to industry analysis, this kind of interactive activities that seem to have a certain distance from the Olympic hotspots can often arouse emotional resonance and establish brand image in the minds of consumers, so as to achieve the effect of brand communication.

The national characteristics become the new force and the humanities Olympics is one of the three characteristics of the Beijing Olympic Games. It is said that only the national is the world. For Jinjiang enterprises, it is worth pondering over how to push their brands to the world with the help of national characteristics.

Positioning in the national sports brand Anta, this Olympic Games will adhere to the national characteristics in advertising, activities and promotions.

It is understood that during the Olympic Games, Anta will play a high frequency "refueling", China!

"Advertisement" and "DIY China" is also being collected online.

It's like a campaign slogan: "a strong Chinese heart and a deep love for China is a common aspiration: come China, let's get together!"

Even if you can't go to the scene, you can still cheer for China! "

Such activities can often arouse the broad masses of the people's national feelings, and easily arouse resonance.

Like Anta, Qipai is the ultimate interpretation of the national characteristics to the extreme.

In the high-profile "Beijing 2008 Olympic Games awards ceremony costumes and the main award elements conference", in the 16 ceremonial dress ceremoniously announced, the only men's dress - Olympic flag raising clothing was stunning.

Wu Xuekai, the chief designer of the seven card design responsible for the design of the flag raising clothing, cleverly embroidered the blue and white porcelain patterns on behalf of Chinese traditional elements in the Chinese collar, showing the essence of Chinese national fashion while embody traditional Chinese culture.

By participating in the Olympic Games, the "seven card" Chinese collar has become the focus of the world's attention. It also makes the world better understand the seven cards.

Perhaps this is exactly what I saw. In August 3rd, Qipai group joined the China Fashion Designers Association and held the second "Qipai Chinese collar Cup Fashion China Invitational invitational tournament" in Beijing, known as the "cultural and artistic palace" 798D_PARK.