Spring Enterprises Rely On Youth Olympic Brand Marketing To Become Diversified

The focus of global vision is to make the Youth Olympic Games full of popularity and fashion, and let the brand of sports marketing, such as 361 degrees, Anta, PEAK, etc. attract much attention.

Nanjing

The game is being hot and hot, and the brand competition out of the field is particularly eye-catching.

The focus of global vision is to make the Youth Olympic Games full of popularity and fashion, and let the brand of sports marketing, such as 361 degrees, Anta, PEAK, etc. attract much attention.

Industry analysis, with the gradual maturity of local sports brand marketing, brand operators no longer rush to grab all kinds of high-end sports resources, instead of matching the brand development stage according to brand positioning.

It is easy to see the Quanzhou brand from the Nanjing Youth Olympic Games.

Spring enterprises rely on Youth Olympic Games

As a partner of Nanjing Youth Olympic Games,

Integrate excellent design and research teams at home and abroad to create exclusive official uniforms for events.

In this regard, President Ding Wu said: "as a senior partner of this Youth Olympic Games, we spare no effort to help young people harvest healthy lifestyles from sports, so that the Olympic spirit can be deeply spread in the younger generation, and further promote the Olympic spirit and ideas to be pmitted to the whole world."

Anta has also created the "champion dragon suit" for the Chinese Youth Olympic sports delegation, while PEAK has become the partner of the five national teams of New Zealand, Slovenia, Cyprus, Jordan and Lebanon.

"PEAK has been building long-term cooperation with many Olympic delegations, and has made many brilliant achievements with them."

PEAK sports CEO Xu Zhihua said: "at the London Olympic Games, PEAK sponsored seven national delegations to create a record of Chinese sports brand. PEAK partners also broke the Olympic medal record of the national team. The Sochi Winter Olympic Games, the PEAK partners won the gold medal medals double breakthrough.

This Youth Olympic Committee hopes that with the support of PEAK, these five teams can achieve more "PEAK champion law".

Diversification of brand marketing

In terms of licensing,

With many years of experience in sports marketing, it is rational to invest heavily in international competitions.

According to the analysis of the industry, with the localization of the localization of local sporting goods brand, it is more clear that the choice of sponsoring resources is more rational and different.

"All staff, competition volunteers, technical officials at home and abroad, security personnel and city volunteers will unite in the official uniform of the Youth Olympic Games and stick to their respective posts. The total number is expected to exceed 100 thousand."

361 degree related personage said in the media interview, the target group of the company is 18-30 years old, and the Youth Olympic Games competition crowd is the young people, therefore the company does not hesitate to choose the sponsorship.

361 degrees indicated that providing annual sponsorship for all sports events is the main form of publicity at 361 degrees.

Over the years, 361 degrees have successfully supported the Guangzhou 2010 Asian Games, Shenzhen 2011 World University Games, Haiyang 2012 Asian Beach Games and other large comprehensive games.

In addition, Ding Wu revealed that the 361 degree will also support the seventeenth Inchon Asian Games to be opened soon.

Events are becoming more diverse and different people are watching different competitions.

If the company wants to share a slice of the competition, does the target consumer group need to match the style of the event?

In recent two years, the domestic running tide has been rising, and many sponsorship figures can be seen in many running events.

In 2013, the proportion of XTEP footwear revenue increased to 51.8%. XTEP international chief financial officer and company secretaries He Ruibo said, "the market reflects that shoes sell well. We increase the proportion of shoes, and the proportion of corresponding income has also increased.

The choice of running shoes is mainly based on the more long-term consideration of running sports, and with the growth of the category and demand of running shoes, the proportion will continue to increase in the future, no matter when, running shoes will be the first product of the company.

Long term effects of marketing

Taking sports as the carrier and meeting the needs of consumers, sports marketing is regarded by many enterprises as one of the important marketing tactics of international strategy.

Liu Xiang, director of PEAK brand relations, said that diversified marketing is the main strategy of PEAK in recent years. "In addition to asking for celebrity endorsements, it will sponsor some national teams and so on. Through this subtle way, it will enhance consumer's understanding of sports and enhance brand recognition."

In international competitions, the industry is cautious about the promotion of local sporting goods brands. "Marketing is a long-term effect, like boiling water, which requires continuous pay increase to achieve results.

In contrast, the short-term impact is not big, and the performance improvement of enterprises is basically not reflected.

In a sense, enterprises do not grow up because of sports marketing.

Sports marketing is one of the marketing means for enterprises to move from region to globalization.

Chen Fan, a partner of Peking University Management Consulting Group, said: "the marketing of local enterprises in sports events is gradually becoming mature. From the early stage of blindness and the pursuit of popularity, it has become rational. It has begun to attach importance to analyzing the accuracy of target customers and advertising."

Zhu Guohe, chairman of Tianyuan intelligent industry, believes that systematic planning and marketing strategies need to be paid attention to, including early warm-up, mid-term explosion and consolidation in the later stage.

"By interpreting the spirit of sports, we can reach the effect of emotional resonance between consumers and brands."