Spring Enterprises Dig Gold For High End Sports Event Resources

Here in the world Clothing shoes and hats The editor of www.quanqi.com introduced to you the high-end sports event resources of the company.

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　　 Sporting goods is one of the traditional competitive industries in Quanzhou. The picture shows the brand showing new outdoor products

The advantages of industrial clusters have made Quanzhou's local sports brands famous. With the sports industry becoming a national industrial strategy, sports platform resources have further converged to Quanzhou brands. Recently, Anta has won the gold medal national team resource from the international sports giant Nike - the management center of lifting, throwing and softening sports, and become the strategic partner of the center.

According to industry analysis, with the sports goods With the development of the industry becoming more mature, high-end sports resources will flow to the industry leaders, and the competition pattern of the industry will become increasingly clear.

　 From entertainment to sports

On September 11, Ding Shizhong, CEO of Anta Sports, created a historical moment for the Chinese brand - the management center of lifting, throwing and softening sports, which grabbed gold medal national team resources from the international sports giant Nike. So far, Anta has 24 national teams with five major national sports resources, including winter sports, water sports, boxing and tae, gymnastics, and lifting and falling soft sports.

"To become a sports brand representing Chinese sports" is Anta's ambition. As early as August 5, Anta launched strategic cooperation with the Gymnastics Management Center of the General Administration of Sport of the People's Republic of China to provide professional competition clothes, training clothes and living equipment for the national sports teams, including gymnastics, rhythmic gymnastics and trampoline under the center, and to compete in the Youth Olympic Games, the World Championships, the Asian Games, the Olympic Games and many other major events at home and abroad.

"Sports brands have different priorities in the development direction, and the characteristics of differentiation are obvious. Anta has been in the first position in the market share in the past, and has made efforts in the brand to represent the image of China." Zhang Qing, a sports marketing expert, said.

The signing of the contract for lifting, throwing and softening continues Anta's brand strategy of representing Chinese sports. Zhang Tao, Vice President of Anta Sports Goods Co., Ltd., said in an interview: "Weightlifting, wrestling and judo are symbols of China's strength, and have always been the vanguard projects of the Chinese sports delegation to win gold and silver. They won 12 gold medals and 5 gold medals respectively in the Beijing and London Olympics. Anta hopes to compete for more glory with the national team of lifting, wrestling and Rou in the next international competition stage."

In the eyes of many insiders, Anta's strategy is to establish the relationship between the brand and the national sports image. Pan Hongyuan, Executive Secretary General of Fujian Footwear Industry Association, said that not only Anta, but also several major sports brands in Quanzhou have been carrying out basic and cutting-edge project research and development in recent years, increasing investment in research and development year by year, and having a certain degree of professionalism to meet the demand for sports equipment in professional competitive sports. According to statistics, in 2013 alone, patented technology helped Anta launch more than 6500 new products in footwear, clothing and accessories.

It is reported that since the 2008 Beijing Olympic Games, it has gradually become normal for Spring Enterprises to sign foreign delegations or foreign sports stars, and the sponsorship strategy of sports brands has returned to sports from entertainment.

Each specialized in accelerating industry reshuffle

In fact, as early as 1991, PEAK, which focused on the field of basketball shoes, began its sports marketing journey, sponsored the domestic basketball powerhouse "August 1" team, which won the championship in the same year; In 1993, PEAK has registered its trademark in 68 countries around the world.

Today, PEAK regards the NBA as a window to show its professionalism. In addition to sports event marketing, PEAK also actively promotes the exchange of basketball culture between China and foreign countries. In addition to facilitating a number of signed stars to participate in various activities in China, it also actively promotes the development of Chinese youth basketball career and provides exchange opportunities for bilateral contacts.

The constant promotion of PEAK, Anta and foreign high-end event resources also exerts a subtle influence on domestic peers. 361 ° and Special Step are also actively striving for sports event resources. Zhang Qing believes that "PEAK has highlighted the concept of NBA international events in its development in recent years, making it rise from the third group of Chinese sporting goods enterprises to the second group."

In recent two years, the domestic running tide has sprung up, and many running events have been sponsored by special steps. In 2013, the revenue share of Tebu shoes and shoes increased to 51.8%. He Ruibo, chief financial officer and company secretary of Tebu International, said, "No matter when, running shoes will be the first product of the company".

Analysts believe that the events are becoming more and more diversified, and different people are paying attention to different events. If enterprises want to get a piece of the cake here, they need to study whether the target consumer group matches the style of the event. "Because of its low threshold and healthy way of sports, the marathon race with concentrated effort has become a popular sport for all people. It is in line with the young consumer groups who like fashion and sports."

"PEAK made its fortune by basketball, and people's preference for a sport is enough to prosper a brand. Adhering to faith can build a century old brand, and PEAK will always stick to the basketball line. If there will be oligarchs in the industry in the future, they must be distinguished according to the professional attributes of product categories." Xu Jingnan, the founder of PEAK earlier, said in an interview with the media.

In the view of industry insiders, with the Anta Such giants will further speed up the scramble for high-end sports resources. The competition for high-end sports resources will become increasingly fierce, and this fierce competition will be mainly among several industry giants.