Why Do Nike And Other Foreign Brands Monopolize World Championships? Why Do Chinese Sports Brands Collectively Fail To Speak?

With the national record of 9 seconds and 99, it became the first Chinese to break into the world 100 meters final of the world championships.

In the world championships, collective aphasia comes from the exclusive cooperation of official partners. More importantly, the lack of track and field mass participation in China, and the track and field market that is still in its initial stage is not a cost-effective business for sports brands.

Foreign brands monopolize

2015 the Beijing IAAF World Championships (hereinafter referred to as "track and field world championships") is the largest international sports event held in China since 2008. The track and field world championships are one of the three major events in the world cup and Olympic Games. It is also a market for all sporting goods to compete and appear.

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A brand of Puma and other brands, but did not see the Chinese sports brand, in fact, Chinese sports brand has never entered this battlefield.

As an official sponsor of the international Athletics Federation, Adidas has a unique exclusive advantage. Gao Jiali, managing director of Adidas group Greater China, said: "I am very glad to see people's enthusiasm for the IAAF World Championships.

We are concerned about the development of Chinese sports and are committed to helping the runners of all levels get the best performance.

This cooperation with the track and field world championships confirms our industry leadership and commitment to sports.

Before the start of the track and Field Championships, Nike and the American track and Field Association renewed a 23 year long contract worth 500 million dollars. The contract states that Nike will continue to be the exclusive supplier and sponsor of the track and field association and sportsmen and footwear.

Even though Puma, which was repeatedly sold out, also followed Boulter's first rush to the finish line, in 2010, Puma continued to sign Boulter with the highest sponsorship agreement in the history of track and field.

Lack of basic market

During the world cup, even if domestic sports brands can not become sponsors or partners, they will also try to hit the ball to carry out marketing propaganda, but the track and field world championships are difficult to see even a few moves.

In CEO, Zhang Qing, a key sports Consultancy Co., Ltd., in Europe, athletics is the mother of sports. They worship the muscles and strength of the body, while Chinese traditional culture is totally different. After the founding of new China, the national strength is limited, and concentrated resources are focused on table tennis, badminton, diving and other advantageous projects. Limited track and field sports, track and field has not yet become a high public participation project, and the attention is relatively low.

"Sports goods providers care about the degree of concern. If a sport has a low degree of concern, they will have little willingness to invest."

Zhang Qing believes that some running, jumping and throwing sports events require high technical requirements for shoes, which is also a threshold.

Besides, track and field events involve equipment besides shoes and clothing, and the sales channels of equipment are mainly gymnasium, school and other units, and personal consumption is not much.

It is worth noting that for the world athletics championships with international audiences, the global market is oriented, while the vast majority of the target consumer groups of domestic sports brands are in the country. If a lot of money is invested, a part of the brand communication opportunities are wasted.

This is one of the reasons why there are many international brands and few domestic brands in the world championships.

It's hard to change in a short time.

Although the market for track and field is not popular in China, some enterprises have already begun to explore.

PEAK has been a partner of the IAAF World Track and field challenge (Beijing Railway Station) for two consecutive years, providing equipment for staff and some contestants. In early 2015, PEAK also served as the official partner of the European indoor Athletics Championships, providing professional athletes, professional staff, and professional equipment for training and living.

Liu Xiang, deputy director of PEAK sports brand center, said that track and field are relatively small in the country and are at a climbing stage, unlike public events such as marathons.

At the same time, the domestic track and field sports products are relatively few. As a professional sports brand, PEAK's current track and field actions are only reserves, and the specific market maturity is uncertain.

Liu Xiang believes that the emergence of such superstars like Su Bingtian will bring a breakthrough to the promotion of track and field sports.

Zhang Qingye agrees with this saying that "Su Bingtian, Zhang Peimeng and Li Jinzhe, who have breakthrough achievements and handsome sports stars, should play a certain role in leading the masses to participate in track and field sports. At the same time, we should popularize the two parts of the track and field sports that need sports and education in the basic education stage."

However, Zhang Qing believes that athletics can not be expected to become a popular sport in a short time.