Quanzhou Sporting Goods Specializes In Speeding Up Industry Reshuffle.

According to the analysis of the industry, with the development of sporting goods industry, the high-end sports resources will be heading into the leading industry, and the competition pattern of the industry will also become clearer.

Return to sports from entertainment

In September 11th, Ding Shizhong, chief executive of Anta sports, created a historical moment of Chinese brands, winning the gold medal national team resources from the international sports giant Nike, lifting the management center of the wrestling movement.

At this point, Anta has five national sports resources, 24 national teams, including winter, water, boxing, taekwondo, gymnastics and wrestling.

"Become"

The sports brand of China is the ambition of Anta.

As early as August 5th, Anta launched strategic cooperation with the gymnastics management center of the State Sports General Administration, providing professional sports clothes, training clothes and living equipment for the national sports teams such as gymnastics, rhythmic gymnastics and trampoline under the center, and competing for many major competitions at home and abroad, such as the youth Olympic Games, world championships, Asian Games and Olympic Games.

"Sports brand has different emphasis on the development direction, and the characteristics of differentiation are more obvious.

Anta's market share in the past has been in the first place in the market, making efforts in the brand, and strive to represent the image of China.

Sports marketing expert Zhang Qing said.

The signing of the contract softens the continuity of Anta's brand strategy on behalf of Chinese sports.

Zhang Tao, vice president of Anta Sports Products Limited, said in an interview: "weightlifting, wrestling and judo are symbols of Chinese strength. They have always been the pioneers of the Chinese sports delegation competing for gold and silver."

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In Beijing and London, the Olympic Games were awarded 12 gold and 5 gold respectively.

Anta hopes to compete with the wrestling national team for more glory on the next international stage.

In the eyes of many people in the industry, Anta's strategy is to establish the relationship between brand and 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 in recent years are engaged in research and development of basic and frontier projects, increasing investment in research and development every year, and having a certain professional height 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, the signing of overseas delegations or overseas sports stars by spring enterprises has gradually become the norm, and the sponsorship strategy of sports brand is returning to sports from entertainment.

They specialize in speeding up the industry reshuffle.

In fact, as early as in 1991, PEAK, which focused on the field of basketball shoes, began a sports marketing tour, sponsoring the domestic basketball force "Bayi" team and winning the "Bayi" team in the same year. In 1993, PEAK registered trademarks in 68 countries around the world.

Today, PEAK regards the US NBA as a window to show its professionalism. Besides sports marketing, it also actively promotes the exchange of basketball culture between China and foreign countries.

In addition to facilitated a number of signing stars to participate in various activities in China, more actively promote the development of China's youth basketball.

Contacts provide opportunities for communication.

The continuous promotion of PEAK, Anta and foreign high-end event resources is also exerting a subtle influence on domestic counterparts.

361, XTEP is also actively striving for resources for sports events.

Zhang Qing said: "in recent years, PEAK has focused on the concept of NBA international competition, and let it rise from the third group of Chinese sporting goods enterprises to the second group."

In recent two years, the domestic running tide has risen, and XTEP has sponsored 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, "no matter when, running shoes will be the first product of the company".

Analysts believe that 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?

"XTEP's marathon, which is a concentrated effort, has become a popular sport for all people because of its low threshold and healthy sports.

It coincides with XTEP's young consumer groups who like fashion loving sports.

"PEAK thrives on basketball. People's preference for a sport can boost a brand.

If you stick to your beliefs, you will be able to build a hundred years' brand. PEAK will always stick to the basketball line.

If there are oligarchs in the industry in the future, it must be differentiated according to the specialty attributes of product categories.

Earlier, PEAK founder Xu Jingnan said in an interview with the media.

In the industry view, with Anta and other giants further speed up the scramble for high-end sports resources, the competition of high-end sports resources will become more and more intense, and this fierce competition will mainly be carried out among several major tycoons.