Rio Olympic Countdown, See How Sports Brand Marketing Olympic Games

Brazil Rio De Janeiro local time on May 12th at 10 a.m., 2016 Rio Olympic Games and Paralympic Games official uniform officially released, the Olympic Games and Paralympic Games official uniform issued by 361 degrees exclusive supply.

Not long ago, Anta was also in the thirty-fourth China International.

The Rio Olympics equipment was released on the theme of "let's break".

Meanwhile, PEAK also held a strategic signing ceremony with the Palestinian Olympic Committee at Quanzhou headquarters. At that time, PEAK's Olympic Corps increased to 10, becoming the third largest brand in the world to support the Olympic Games.

In less than 100 days from the Olympic Games in Rio in 2016, Quanzhou's major sports brands have taken a big move in the Olympic field.

As we all know, the Olympic Games have unlimited business opportunities. As the largest sports event in human history, the Olympic Games has attracted worldwide attention.

How to make use of the Olympic Games, sail with the wind, integrate resources, build gold brand, surpass competitors, and break through the market, is a golden opportunity for Quanzhou sports brand, and will also face greater challenges.

Sports brand "Nuggets" Rio Olympic Games

Peter Yuberrose, a business wizards, creatively combines the Olympic Games with commerce and makes the 1984 Losangeles Olympic Games the "first profitable Olympic Games". Since then, the Olympic economy has become the focus of attention among businessmen.

"The Olympic Games have become a battleground for all enterprises to compete for international resources. Quanzhou sporting goods enterprises are no exception.

In April 22nd, the thirty-fourth China International Sporting Goods Fair opened at the Fuzhou Strait International Convention and Exhibition Center. As a partner of the Chinese Olympic Committee, the Anta Sports Products Limited released the theme of the 2016 Rio Olympic Games "let's break", and the Olympic sports equipment of 10 national teams, including National Gymnastics, trampoline, weightlifting, wrestling, judo, boxing, taekwondo, rowing, canoeing, water polo and so on.

Zheng Jie, President of Anta Sports Products Limited, said that 2016 was the eighth year of cooperation between Anta and the Chinese Olympic Committee. The encouragement of these eight years also made Anta grow into the leading brand of sporting goods in China.

The so-called "Olympic marketing" is a matter of course for Anta.

In 2009, Anta established a cooperative relationship with the Chinese Olympic Committee (COC).

And the most important thing is that Anta builds the champion dragon suit for the Chinese Olympic Legion.

For the first time, Anta provided the champion dragon clothing for the Chinese Legion at the 2010 Winter Olympics in Vancouver, and then provided dragon clothing for the Chinese Legion at the 2012 London Olympics and the 2014 Sochi Winter Olympics. This year, Anta once again provided the champion dragon suit for the Chinese legion of the Rio Olympic Games.

"Anta champion dragon clothing can be said to be deeply rooted in the hearts of the people. Apart from the award dress, cross border marketing, instant marketing, authorized merchandise cooperation and other marketing methods are indispensable parts of Anta's Olympic marketing."

Insiders said.

There is no coincidence.

Since the 2008 Beijing Olympic Games, PEAK has launched the Olympic development plan, sponsoring the Iraqi Olympic team to stand out in the Olympic Games.

Since then, PEAK Olympic strategy has been escalating. In the London Olympic Games, PEAK sponsored seven national Olympic teams. PEAK's team won 8 gold medals, 3 silver medals and 8 bronze medals.

In 2016, the Olympic Games in Rio, PEAK had a bigger goal.

In April 10, 2016, PEAK formally held a strategic signing ceremony with the Palestinian Olympic Committee at Quanzhou headquarters. This also marked the increase of the PEAK Olympic corps to 10, namely, New Zealand in Oceania, Slovenia, Ukraine and Cyprus in Europe, Jordan, Lebanon, Jordan, Palestine, Nigeria, Egypt and Algeria in Africa and other 10 countries or regions, and exceeded the 7 delegations sponsored by the last London Olympic Committee.

Xu Jingnan, chairman of PEAK sports, said that the number of Olympic delegations signed by PEAK has exceeded that of other Chinese sports brands, and is also the third largest brand in the world to support the Olympic Games.

"2016 is the Olympic year, and PEAK's strategy for the Olympic Games has been opened. In the near future, PEAK sports will bring surprises to everyone in the Olympic marketing."

Xu Jingnan said that as one of China's leading sports brands, PEAK has always made international brands the most important goal.

This year coincides with the Olympic year, and the cooperation with the Palestinian Olympic Committee is an important part of PEAK's implementation of the "Olympic development strategy" and the promotion of PEAK's brand and market internationalization strategy.

No one can easily miss the opportunity of "Olympic marketing".

The official uniform of the Rio Olympic Games and Paralympic Games, which is provided by 361 degrees, includes professional sports equipment and formal clothing for technical officials, medical personnel, event service personnel and other staff members.

It is reported that before the three Olympic Games, the official sponsor of the sports equipment category of the organizing committee has been Adidas.

Rio Olympic Games, 361 degrees instead of Adidas, has become an official support for the Olympic Games.

361 degrees this time, we hope to bring the idea of "more love" to Rio, and the 361 degree president, Ding Wu, said: "Rio Olympic Committee's recognition and choice for us makes us put forward higher requirements for ourselves.

361 degree has been committed to promoting the development of world sports.

We hope to take this opportunity to make Brazil and the world's sports fans know China.

And brand. "

Achieve product and brand "dual output"

China's Tai Chi Kung Fu stresses "borrowing strength and making efforts", and the advertisement of Olympic marketing is also showing the unique charm of enterprises or products with the help of Olympic stars or activities.

Some people have pointed out that enterprises should analyze whether the product and brand strategy can be easily combined with the Olympic Games from the perspective of brand, and whether they can use the Olympic Games to develop their own brands.

Tom Schaub, executive vice president of VISA international organization, stressed that the Olympic Games are global and the best and top events in the world. From the perspective of corporate brand, products are also preferably global, or enterprises have clear plans for development rather than blind investment.

361 degrees, this exclusive supply of Rio Olympic Games and Paralympic Games official uniform, then on the product of sufficient efforts.

It is reported that the official uniform is divided into four categories: green, yellow, blue and red, and the design elements come from the official logo of the Rio Olympic Games.

The official logo, inspired by Rio's rich terrain, depicts the most popular representatives of the city, including the statue of Christ, sugar bakery, hunchback mountain, and so on, showing the passion and vitality of Brazil.

Considering that all kinds of people will face such problems as sun exposure, rain and heavy exercise, the official uniform emphasizes the comfort, versatile and durability of the design, and designs ingenious details for different functional requirements.

Carlos Nuzman, chairman of Rio Olympic Organizing Committee, evaluated the official uniform and said: "the design of the official uniform will bring the strong passion and the enthusiasm of the people of Brazil to the world very directly."

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As a matter of fact, it became the official partner of Rio Olympic Games and Paralympic Games in 2016, and it was directly confronted with the strictest inspection from the Rio organizing committee in terms of product quality and supply system 361 degrees.

Before signing the contract with 361 degrees, Rio organising a year's evaluation of the 361 degree production and sustainable development standards, and finally won the award.

How to make products effective dissemination, relevance and originality is very important.

In this regard, Anta has made a close combination of the uniqueness of its products and the relevance of the Olympics.

Since Anta established a cooperative relationship with the Chinese Olympic Committee, the Champion Award dress has become an important force for Anta in the Olympic arena, and has also become an important part of Anta's Olympic marketing.

Anta also conducted cross-border marketing through licensed merchandise.

Through the promotion of core products such as online award dress, we will promote the sales of final award clothing products.

At the London Olympics in 2012, Anta joined hands with several brands to display the Olympic champion's award dress in the 20 Hilton Hotel lobby, and the 380 Olympic Procter & Gamble center of Procter & Gamble in China, the first time to show the winner of the Chinese delegation's award dress. Consumers can take photos and take part in Procter & Gamble's designated products raffle and dragon clothing.

This series of activities has improved the relevance between Anta and the Olympic Committee, and promoted the brand image of Anta.

PEAK CEO Xu Zhihua also said that PEAK's Olympic strategy upgrading is not only limited to signing more national teams, but also through top-level sports resources, integrating high-quality global platform, and adopting three-dimensional marketing mode, so that marketing resources can be more directly sold for sale.

PEAK has basically sold its products to the 10 Olympic Games in the Rio Olympics.

"Through so many years of internationalization, PEAK has explored its own way of operation. What we need to do now is brand and product's dual output."

Xu Jingnan said that in international competitions, Chinese enterprises still have much room to dig.

Insiders pointed out that sporting goods companies must see whether they have the ability to integrate Olympic sponsorship into daily business operations, make full use of and play the role of Olympic sponsorship in the long run. "Some enterprises who are willing to become Olympic sponsors must not become Olympic sponsors because they simply want to be Olympic sponsors. The key is to see whether they can develop their brands and businesses from the perspective of their own business."

Let the essence of the brand blend deeply with the Olympic spirit.

In fact, the Olympic marketing of enterprises, besides marketing products, is a spirit of marketing. Enterprises should consider the characteristics of the target audience and audience before carrying out the dissemination and promotion. At the same time, whether the connotation of the enterprise brand or the spirit of the Olympic spirit and the spirit of physical education can be successfully butted.

In May 3rd, sun Yang Weibo said, "some words have to say, in May 5th evening, please give me 1 minutes."

The media and fans have aroused speculation and concern.

In May 5th, the answer was announced. Sun Yang, on the occasion of the Rio Olympics, spent 1 minutes in television thanked the coaches, teachers, friends and leaders, and thanked those who had not publicly thanked before.

"2016, I will go to Brazil, and I hope you will continue to use your passion to support every love!" Sun Yang encouraged himself with such words.

Then, 361 degrees to take advantage of the situation, again released a new TVC, with a new perspective to explain "love with sponsorship love".

From the actual effect, 361 degrees changed the way of domestic brands to hit the media heavily, and made a reshaping of the image of the topic character Sun Yang. With the help of the nationwide discussion on the social network, the social media communication of traditional TVC was completed, and a unique road was achieved at 361 degrees.

This road is more close to the people, faster and more diverse, and more consistent with the characteristics of the era of social marketing.

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"Let's break the" Anta Rio Olympic Games equipment conference, Zheng Jie said that 2016 was the eighth year of cooperation between Anta and the Chinese Olympic Committee. The encouragement of these eight years also made Anta grow into a leading brand of sporting goods in China.

Years of cooperation, so that the essence of Anta's brand and the Olympic spirit of deep integration, Anta issued the "let's break" slogan, is a new generation of Chinese athletes expectations, but also Anta's own brand products to break the limit, and constantly subvert the higher requirements of innovation.

It was noted that at the opening ceremony of the 2008 Beijing Olympic Games, the Iraqi delegation immediately attracted the attention of the whole world when it entered the bird nest in PEAK sports clothes.

The reason why PEAK favours the Iraqi team is very simple. Xu Zhihua said that the indomitable spirit of Iraqi players who never fear difficulties, never say die and never give up is compatible with PEAK's I CAN PLAY slogan.

"What PEAK sees is the opportunity of brand promotion, explaining the concept of humanity through unique events, and establishing brand prestige."

Xu Zhihua said.

Admittedly, although the Olympic Games, which is the most watched sports event in the world, has huge business opportunities, Zhang Qing, a sports marketing expert, does not see that this golden signboard can bring rewards to every company involved in marketing.

He believes that many of the enterprises that are currently marketing by the Olympic Games are very mediocre, which is related to the choice of sponsorship targets and the lack of originality in marketing content.

Stones from other hills: specialization and differentiation are absolute advantages.

Michael Porter, the father of the strategy of competition, put forward the "five force model" and the "three strategies" put forward in the structural analysis of the industry, which tells us that competition is to use the means of differentiation to get the strength of the enterprise's continuous development and progress.

In the "Olympic business feast", some enterprises practice and share the core energy of "differentiation".

Taishan Sports Industry Group Co., Ltd., Leling City, Shandong Province, is a typical representative.

In the 2008 Beijing Olympic Games, the Taishan group became a supplier of gymnastics, judo, taekwondo, wrestling, boxing and track and field equipment, as well as Sanda and martial arts suppliers. Hundreds of tens of thousands of products of the company entered the Olympic Games, breaking the monopoly of Olympic equipment supplied by developed countries for more than 100 years, and became the largest equipment supplier in the history of Olympic Games.

"Zero error, zero error, zero complaint", the Taishan group successfully guaranteed the success of the Beijing Olympic Games and was called "national brand and pride of Chinese people" by all sectors of society.

Since the Beijing Olympic Games, the Taishan group has successfully served the major events such as the eleventh and twelve National Games, the Guangzhou Asian Games, the Shenzhen Universiade, the Seventh National City Games and the Tianjin East Asian Games.

In 2014, the Taishan group became the exclusive supplier for the Beijing international track and field challenge, Nanjing Youth Olympic Games, Chelyabinsk Chelyabinsk world Judo Championships, South Korea Inchon Asian Games and Guangxi Nanning World Gymnastics Championships.

In a year, five times become the exclusive supplier of international competitions, which is unique in the history of world sports.

In 2016, the Taishan group will also be the largest supplier of equipment for the Rio Olympic Games.

Why does the Taishan group have such a bottom? The reason why it is revealed is that technological innovation and technological innovation have taken the wings of the Taishan group's differentiated development.

In recent years, the Taishan group has spent more than 100 billion yuan in R & D innovation every year, and has established several research centers with famous universities and research institutes in China, with nearly 1000 R & D technicians.

At the same time, the Taishan group has driven the development of high technology and invested 5 billion yuan to build a high-tech sports industrial park in Taishan. The industrial park has built the most advantageous sports industry demonstration base and the largest high-tech sports industrial park in the country with R & D, production, training, logistics, laboratory testing and sports experience, forming a new industrial cluster.

Today, the brand value reaches 13 billion 300 million yuan, accounting for more than 90% of China's competitive sports equipment market share of the Taishan sports industry group has pformed from the traditional equipment suppliers to the world's top event service providers, is expanding from the competitive advantage to the national fitness field of science and technology.

The experience of Taishan group is worth learning from local enterprises.

In the "Olympic business feast", each enterprise can not have absolute resources and advantages, and specialization and differentiation is undoubtedly a lasting and powerful advantage.

The competition between Olympic market and industry is equally fierce. If local enterprises can rely on a better and higher platform in such fierce competition, they can display their specialization and differentiation advantages of "stunt skills", and use the global resources to push the national brand to the world dance platform and go all the way to internationalization.