Rio Olympic Games Focus On Global Quanzhou Enterprises Taking Advantage Of Olympic Achievements

The Rio Olympic Games will be unveiled in August 5th this year. This is the four year sports event with a global focus. Quanzhou's sports brands do not want to miss out. They have launched the Olympic strategy in an attempt to boost their performance by taking advantage of the Olympic Games.

In addition to Anta's sponsorship of the Chinese delegation's award dress, the other brands such as PEAK also sponsor other countries' delegations and athletes in the Rio Olympic Games.

By CCTV, the enterprises are different.

In March 29th this year, CCTV held the Olympic advertising resource briefing in Xiamen, mainly promoting the second batch of Olympic products of CCTV, mostly for packaged products.

The event invited the representatives of Quanzhou brand such as Li Lang, Hongxing Erke, Qipai, Anta, Jin Ba, pan pan and Dali yuan.

It is reported that CCTV launched the product price is not bad.

Reporters looked at the gold advertising resources launched during the Olympic Games, and found that the hard and broad price of a 15 second opening and closing ceremony was as high as 4 million 900 thousand yuan, with an average of 320 thousand per second.

The exclusive naming price of the "Rio Rio" is also 126 million yuan.

However, some enterprises are still eager to try. It is understood that the cooperation scheme between China, Anta and PEAK has been discussed during the Olympic Games.

Among them, Anta will use CCTV to create "popular professional" during the Olympic Games.

"Brand positioning, use the card of the Chinese Olympic Committee's partners, or continue to highlight the elements of its sponsorship" dragon clothing ".

According to the analysis of the industry, the positive energy image, high exposure and humanity of the Olympic Games are great opportunities for brand recognition, recognition and association. The brand exposure in the Olympic Games for a long time will help to cultivate consumers' trust and loyalty.

Ding Shizhong, chairman of Anta's board of directors, has said that all marketing is a process of brand precipitation rather than overnight.

The Olympic Games are known as the crown jewels of large sporting events, with almost no eye absorption.

Take the 2012 London Olympic Games as an example, 220 countries in the world have been televised, at least 3 billion 600 million people have watched the Olympic Games on television. Meanwhile, 190 websites of regular sports events have been rebroadcast, and 2 billion 400 million have been watched through the Internet.

Nevertheless, the enthusiasm of most springs enterprises is still not high. Pan Hongyuan, Secretary General of the footwear industry association of Fujian Province, said that the scale of this year's publicity and investment is expected to be on the same level as that of the previous Olympic Games. On the one hand, because of the economic downturn, the brand's investment in marketing is more rational. On the other hand, the promotion of Olympic marketing to sales is not obvious.

Nike, Adidas, Andemar and other major sports equipment brands and companies in the past ten years of quarterly earnings analysis, in the 2004, 2008 and 2012 Olympic year, these brands are indeed higher than other years, but the advantage is not big.

Statistics show that the average annual sales increase of sports brand is 10.6%.

Fashion sponsorship is the mainstream

As a partner of the Chinese Olympic Committee, Anta's sponsorship of the Chinese sports delegation will be seen again at the Rio Olympic Games.

According to the relevant staff of Anta brand department, Anta will continue the dragon's elements this year, reflecting the spirit of the Chinese nation's self-improvement and bravery. Although the dragon clothing has not yet been officially released, it is foreseeable that the Chinese sports delegation won the gold medal and the Anta brand will be exposed in the glory stage of the highest podium.

In addition, Anta's gymnastics team, boxing Taekwondo team, water sports management center will also wear Anta sports equipment, competing for the honor of the country.

It is reported that the equipment of these national teams will be unveiled for the first time at the Fuzhou sports Expo this month.

In the 2015 annual performance report, 360 degrees indicated that 2016 is a sports year. As the official partner of Rio Olympic Games in 2016, the Olympic strategy has been fully launched.

It is reported that in 2014, 31st degree signed sponsorship agreement with the Olympic Organizing Committee in 2016 and became the official sponsor of the 2016 Summer Olympic Games and Paralympic Games.

According to the agreement, the 31st degree will provide all torch bearers, volunteers, technicians and other administrative personnel.

Shoes and accessories have been granted relevant marketing rights.

On the 31st level, the sponsorship of the 2016 Rio De Janeiro Olympic Games will further expand its brand awareness and become a part of its brand promotion activities when it enters the Latin American and US market.

In recent years, 360 degrees continued to sponsor sports brands for international comprehensive games, including the 2010 Asian Games in Guangzhou, the Nanjing Youth Olympic Games in 2014 and the Inchon Asian Games in 2014.

Through a series of sponsorship activities, 331 degree has a certain reputation abroad, and is also one of the important strategic layout of the overseas market.

360 degrees also indicated that the 31st degree Olympic Games in the Rio Olympics will continue to contribute to the overall strength of the overseas market.

PEAK also hopes for the Olympic Games. PEAK will realize the brand exposure through sponsoring sports delegations, national teams and athletes, so as to achieve a strong publicity.

Liu Xiang, director of PEAK brand management center, said that the Olympic Games will include athletes from more than 10 countries including New Zealand, Ukraine and Cyprus. They will appear in PEAK sponsored costumes. PEAK sponsored NBA star Howard will also appear in the American basketball dream team wearing the PEAK boots, and the Serbia national basketball team sponsored by the PEAK is also a popular team in the Olympic basketball games, which will further enhance the popularity of PEAK.

Olympic marketing in spring and Autumn

Anta Sports

In 1999, Anta launched the "professional athletes endorsement + CCTV advertising".

Then, in the 2000 Sydney Olympic Games, with the widespread spread of the excitement of kissing the national flag and shaking arms after Kong Linghui won the title, Anta became red.

In the same year, Anta's sales exceeded 300 million yuan, 6 times that of 1997.

In 2009, Anta stood out from the strong rivals such as Adidas and Lining, and formally signed a cooperation agreement with the Chinese Olympic Committee at the National Olympic Sports Center, becoming a costumes partner of the Olympic Committee, sponsoring the Chinese sports delegation to receive the award of "dragon clothing".

331 Sports

The Olympic Games marketing was famous for winning the first battle in the 2012 London Olympic Games in Sun Yang.

Before the Olympic Games, Sun Yang signed a contract at a low price of 31:00. At the Olympics, Sun Yang was famous. He won two gold medals in the 400 meter freestyle and the 1500 meter freestyle. When micro-blog fans rose to tens of millions of times, the brand also gained a lot of exposure.