Brand New Marketing Brought By "Marathon"

In the past 2014, whether in the warm Brazil world cup or in the Inchon Asian Games, the Quanzhou sports brand has done its best to play a positive role in promoting and influencing the brand. This year, there are no such global attention as Olympic Games, Asian Games, world cup and so on.

In the past 2014, whether in the warm Brazil world cup or in the "Korean wave" surging Inchon Asian Games The brand of Quanzhou sports has done its best to play a positive role in promoting and influencing the brand.

This year, there are no such major events as the Olympic Games, the Asian Games and the world cup. For sports brand, it is no doubt a marketing off-season, also known as the "sports year".

But for sports brand enterprises in Quanzhou, even the "sports year" can also be a marketing major. Marathon, basketball and other single events are also good assistants for brand enhancement, XTEP. Peak 361 and so on actively participate in these competitions, turn people's attention to the event to the favor of the brand. At the same time, Quanzhou's sports brand has not put eggs in a basket, or actively explore new marketing mode, in line with the established goal of orderly development.

　　 "Marathon fever" continues to heat up

In recent years, the marathon race has been booming in China. According to the relevant data released by the China Marathon annual meeting, there were only 22 national marathon events in 2011. Subsequently, the data was refreshed every year. In 2014, the number of participants exceeded 900 thousand, and the total number of participants in the whole and half marathon projects exceeded 260 thousand, which was 60 thousand times higher than that in 2013, reaching a record high of 51. The data reflect the vigorous development of the marathon in China, and such a huge market potential has become the major brand marketing position.

In January 3rd, the Xiamen International Marathon race opened in 2015. As the top partner of the competition, XTEP launched a series of activities focusing on "driving ahead, I am faster than me", encouraging runners to run out of personal best results and achieve self spancendence. Through providing professional running equipment experience and racing track "XTEP beauty refueling group" and a series of services to help runners achieve their personal goals, XTEP special race and special run groups have become a beautiful scenic spot in the Xiamen marathon competition, attracting a lot of popularity. As one of the core projects, XTEP has always attached great importance to running sports. Therefore, the marathon exercise has a positive effect on XTEP's brand marketing. Up to now, XTEP has successively cooperated with 19 marathon events, including the Xiamen International Marathon. "In the future, XTEP will also offer more professional and comfortable products to friends who love running, and integrate marketing into brands, events, public relations, media and terminals to make more people fall in love with running. To serve the runners with heart, to be the leader of Chinese running. " XTEP relevant responsible person said in an interview with reporters.

There are also concerns about marathon marketing, including PEAK. Three hundred and sixty-one And other brands, PEAK combined with the spirit of the vertical marathon running up and climbing constantly, the 2014 Guangzhou vertical marathon series as the PEAK spirit to convey the challenge and to show itself in persistent pursuit. As a partner of the Golden Gate marathon for 7 consecutive years, 361 has continued to contribute to the promotion of cross-strait folk sports and cultural exchanges to enter the island market layout.

It is noteworthy that, at the 2014 annual meeting of the Chinese marathon, in 2015, the China Athletic Association proposed to encourage the diversification of the main body of competitions and events to provide more and more rich choices for the masses. This means that in the future, some financial enterprises, public welfare organizations and civil society associations will have the chance to join hands with the sports department and have the possibility of holding a marathon. And brand competition in this field will become increasingly fierce. This is both an opportunity and a challenge for Quanzhou sports brand.

　　 Focus on single event marketing

In 2015, although there was no noise from the top international competitions such as the Olympic Games, the Asian Games and the world cup, there were still many exciting individual events to be expected, including the Asian cup of football, the world cup of women, the Asian Championships of basketball, the world championship of women's Volleyball and the world cup. In addition, there are all kinds of individual tournaments, including track and field, swimming and so on. These exciting individual events will be the front line for all major brands to strive for marketing in addition to the attention of sports fans.

"In 2015, although there were no sporting events such as the Olympic Games and the world cup, XTEP was still an important sports year. In 2015, our running spokesman, Justin, Gatlin, the world sprinter, will take part in the Beijing World Athletics Championships. XTEP's relevant person in charge said in an interview: "this world championships is a competition at our doorstep, and also an important battle for Gatlin. We will make corresponding integrated marketing with matches."

On the basketball side, as the new NBA official market partner and NBA authorized company, after launching a series of exclusive NBA boots, Anta put the 2015 2015 NBA all Ming key products on the competition between New York Nicks and Broolyn nets. Not only is the NBA all star weekend's exciting event and the Chinese traditional new year as the design theme, it has created many styles and styles of ALL STAR. At the same time, combined with the 2015 NBA all star election campaign, WeChat, micro-blog and other public platforms launched the "one day, one vote to send my star all stars" interaction. Around the signing of the four members of the NBA, the "priceless" team launched a new round of marketing offensive.

There are also PEAK in basketball. The twenty-eighth Asian men's Basketball Championship will be held in China in 2015, and this year's Asian Championships will only win the Olympic Games in Rio 2016. Therefore, the host position is very important for the Chinese men's basketball team which has no absolute strength in Asia, and this competition is bound to win high attention. As a global official partner of FIBA, PEAK will firmly grasp this opportunity and launch a series of marketing.

　　 Brand marketing is becoming more diversified.

In recent years, with the continuous development and maturity of sports brand in Quanzhou, brand marketing also presents increasingly diversified characteristics. In the past, the rugged marketing way of throwing money at a sporting event has ceased to exist. With the increasingly obvious positioning of brand differentiation, the choice of brands in the competition resources is more rational, mostly from the strategic perspective of brand overall marketing.

Last year, when PEAK ended its partnership with NBA China, PEAK launched a new marketing strategy of "star strategy". By signing more NBA star players, it strengthened the interaction of consumers with the star effect. At the same time, it joined hands with the star sports agencies to accelerate the international market distribution. In addition, it continued to increase investment in product development, and created the "star products" of star players' professional requirements to show the internationalization and specialization of products for consumers. The star strategy of "star players + star competition + star products" makes PEAK's sports marketing more diversified and characteristic.

Besides, sports brand marketing is not only limited to sports marketing, but also targeted entertainment marketing has become the choice of many sports brands. In addition to the 250 million yuan continues to be the title of 2015 Hunan satellite TV "day to day" program, at the beginning of the year, XTEP signed the "National Men's God" Li Yifeng, "the most beautiful face" Korean artist Lin Zhenna, the Chinese and Korean men's idol group UNIQ endorsement XTEP sports life series, for XTEP's entertainment endorsement camp constantly injected fresh blood.

In addition to XTEP, other local brands are also working on their brand characteristics in entertainment marketing. Anta's FILA brand signed the Korean actor Lee Min Ho as spokesperson last year. The 31st degree group deputy card "Shang" invites Taiwan's new generation strength singer Jam Hsiao. PEAK hired famous actor Li Jiahang and international artist SMIRNOVA ANZELIKA as "SMIRNOVA's love" public welfare brand ambassador to jointly promote sports public welfare undertakings.

Because of the increasingly diversified marketing methods, "sports year" has become a weakening concept in the marketing of local sporting goods brands. The enthusiasm of brand marketing will be affected by the "small year" in the slightest.