Quanzhou Shoe Enterprises Enter The Olympic Games After Olympic Games

The Beijing Olympic Games, which lasted for 16 days, have come to a close.

In the passionate Olympic arena, the Quanzhou sports brand represented by Hongxing Erke, XTEP, Anta and PEAK and the international sports brand represented by Adidas, Nike, Reebok and Reebok also staged a hot Olympic marketing war.

In August 9th, Chen Xiexia, a Chinese female weightlifter wearing the logo of Hongxing Erke, won the first gold medal of the Chinese delegation.

Successful bet "first gold" not only accurately convey the brand spirit of Hongxing Erke "TOBENO.1", but also make Hongxing Erke LOGO stand out in the Chinese sports brand and take the lead in the Beijing Olympic champion's podium.

Like Hongxing Erke, Quanzhou sports brands such as XTEP, Anta, PEAK, Kang Tai, mingle, 361 degrees, and Lu You have chosen the curve Olympic strategy. Through sponsorship, they have established partnership with Belarus, Iraq, North Korea, Lithuania, Tajikistan and other national delegations, and China's national badminton team, table tennis team and weightlifting team, so as to achieve the goal of "curve entry into Olympic Games".

"XTEP's advertising campaign during the Olympic Games and its cooperation with the Belarus delegation have achieved good results."

XTEP President Ding Shuibo said.

Wu Rongguang, President of Hongxing Erke, expressed satisfaction with the results achieved by the company's Olympic marketing: "the North Korean delegation sponsored by us also won two gold, one silver, three copper, and the result was better than the last one.

The performance of athletes is consistent with that of Hongxing Erke, and the combination is ideal.

Wu Rongzhao, vice president of Hongxing group, told the media that after the Olympic Games, the audience could see the new ads that Chen Xiexia endorsed.

Looking forward to the post Olympic era, statistical experience from Olympic marketing shows that the budget of sponsoring the Olympic Games and the budget of marketing and communication activities around the Olympic Games should be 2: 8.

For sports marketing, Ye Maozhong, a planner, believes that if you spend 10 million yuan on sponsorship, you will spend 30 million yuan or more on the cost of advertising and public relations.

In this regard, leaders of Quanzhou's private enterprises have a clear understanding.

"In the process of internationalization of local sports brands, the Olympic Games are only a highlight, and the marketing strategy should be continuous and long-term.

The key to making and strengthening local sports brands is how to integrate their own resources effectively. Only by integrating the resources such as sales terminal construction, product development, technological innovation, and balanced development can enterprises have the opportunity to compete in the market competition.

Therefore, the marketing of the post Olympic era is more important than the Olympic Games.

Hongxing Erke President Wu Rongguang said.

Xu Yang, director of Anta brand, believes that enterprises need to take a series of related marketing activities around the Olympic Games, from the angles of public welfare, culture, and hot spots, and use various means such as advertising, promotion and public relations activities to carry out integrated marketing.

The marketing of "Post Olympic era" requires us to do well in every detail and do well in the integration of all points and faces.

It is reported that Anta is now stepping up the construction of the Olympic flagship store in the Olympic year.

XTEP will also implement a large-scale terminal store pformation plan to promote the "Olympic concept store": the original store area will be expanded and pferred to the golden section of the city.

In addition, XTEP took the lead and signed the sole partner and designated sponsor of the Eleventh National Games sports equipment.

Insiders pointed out that the Beijing Olympic Games in Quanzhou sports brand, is a collective strength display and inspection.

To be sure, the marketing mode of "celebrity endorsement + CCTV advertising" has become a history. "Post Olympic era" will give birth to a new set of three-dimensional marketing mode.