XTEP Eye-Catching "Gold Medal Strategy" For Development

< p > the National Games have always been the elite sports battlefields guided by the "gold medal strategy". The most eye-catching performance of the National Games is not the XTEP. Besides the exclusive marketing resources of the sole partner of the twelfth sports games, 14 sports delegations including the PLA, Liaoning, Beijing, Jiangsu and Zhejiang are signed.

Whether in the arena, on TV screen or on the website of all major websites, the X logo, which represents "all the best players", is everywhere.

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China's < a href= "http://www.91se91.com/news/index_c.asp" > sports goods < /a > industry slows down in the P > 2013. When facing major adjustment and shuffling, it seeks to differentiate the brand marketing path, and does something for the mainstream. "Nike is the leader of global sporting goods". It still focuses its efforts on enriching sports experience, relying on community sports to narrow the distance from the vast majority of young people in China, and promoting marketing campaigns such as "coming out" to encourage more teenagers to come out and exercise.

Compared with the Pyramid brand of basketball marketing and the Anta, which is closely related to the Chinese National Olympic Committee's resource marketing national sports brand, the National Games is like a special promotion platform specially tailored for XTEP. "The National Games is the stage of China's highest competitive level. During the three consecutive sponsorship of the National Games, XTEP has achieved rapid development, and has become a listed company, leading into the leading sporting goods group in China, and is committed to building the world's first" a href= "http://www.91se91.com/news/index_c.asp" sports fashion brand "/a.

The essence of the National Games marketing is the inheritance of the Olympic spirit. On the one hand, it represents the highest competitive level in China, and represents the communication between Chinese sports and international sports. On the other hand, it is rooted in the desire of the Chinese people to participate in sports, because the Olympic Games are not only Olympic Games, not only higher, faster and stronger, but also participation, fairness and love for sports.

Ye Qiru, executive vice president of XTEP group, said.

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< p > it is reported that around the National Games, < a href= "http://www.91se91.com/news/index_c.asp" > XTEP < /a >, many plans have been made this year. The most striking thing is its "national whole pportation plan", which is that the total number of gold medals in XTEP sponsored provincial and municipal delegations is more than that of the last National Games. XTEP will donate a national fitness trail for the provinces and cities, and will also inscribe the names of all the winning champions on the trail.

Song Jianhong, vice president of XTEP group, told reporters that the launch of the "national all sports plan" highlights the new interpretation of XTEP's value for the champion of the All Games arena.

From the gold medal to the green road, the sports enthusiasm of the National Games was moved from the athletic field to the public. In this national games, the "love movement" is advocated by everyone.

On the Internet, we specially asked Han Geng to create "X-MAN" sports singles, and take this as a background. Please ask Nicholas Tse, Lunmei Kwai and Han Geng to play all the commercials in CCTV and the national main TV stations. In view of the appeal of sports stars, relying on CCTV 5 sets, before the whole games meeting, in the middle and later stages, through a large number of program cooperation and XTEP elements and spiritual implants, XTEP let more sports stars to speak for themselves -- call on all the people to exercise and show your wonderful! "< /p >

< p > Japan's famous strategist Kenichi Ohmae predicted that the "M society" is now gradually developing in China. The middle class shows obvious Shuangfeng differentiation: the low cost consumers who pursue cost-effective, and the high consumption people who pursue quality.

"As a standard, the sports parity Supermarket represented by Decathlon is satisfied with the low cost consumers, and the sports brands represented by Nike and XTEP choose to go upward.

This trend is also the reshuffle rule of China's sporting goods industry. How to find a way out of this trend is not enough for differences.

Zhang Qing, a senior marketing expert in the sporting goods industry, gives relevant suggestions in light of the industry trend.

"How to adjust and improve the sports marketing strategy, we must define the core value of the brand, understand the change of the consumer demand, and guide the active change of the brand value chain.

For example, the integrated marketing of XTEP's whole operation: combined with the new era task of the National Games, put forward the plan of "all people's whole pportation", combining the unique Olympic glory program of China with the national fitness program, and put forward the cooperative incentive plan from the gold medal to the trail.

Encourage more people to participate in sports, which is a pattern of industry trend guide.

At the executive level, it integrates the huge Sponsorship Resources of the National Games and the 14 delegations, the development of the theme merchandise system to the terminal stores, and the creation of the theme song of X MAN by its spokesmen, singing the exciting movement of everyone's heart.

This is the same as last year's Anta Olympic marketing, which means that these two brands have emerged from the previous brand models.

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< p > probably just as the most popular and exciting match in the National Games is not how many gold medals Sun Yang can win in the swimming pool, but on the 100 meter track, representing China's fastest flying Beijing player Zhang Peimeng and Guangdong player Su Bingtian's China flying man.

Rules, adversaries and competition are the charms of sports.

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