How Does The Quanzhou Sports Brand Look At The Current Olympic Marketing?

The Olympic Games in Rio Brazil are approaching.

The four annual event has always been a sports enterprise in Quanzhou.

A feast for marketing.

What are the movements of Quanzhou's many sports brands around the Rio Olympics? How do they view the current Olympic marketing?

The wrestling of leading enterprises

Olympic marketing, leading the first.

Reporters noted that similar to previous Olympic Games, in this year's Olympic brand marketing of Quanzhou sports brand, Anta and 31st degree and other leading enterprises played the role of pioneers and leaders.

As a costumes partner of the Chinese Olympic Committee, Anta sponsored the Chinese sports delegation to receive the "dragon clothing" at the Rio Olympic Games, as well as the 10 Rio Olympic competition equipment such as gymnastics, trampoline, weightlifting, wrestling, judo, boxing, taekwondo, rowing, canoeing, water polo and other fields.

As the official partner of Rio Olympic Games this year, the Olympic Rio Olympic costumes were released in mid March.

In addition, all staff, technical officials, volunteers, medical staff, Rio city volunteers and so on will be dressed in 31st degree costumes.

And another brand of Quanzhou sports.

It follows the tradition of sponsoring other teams and athletes.

It is reported that all the Olympic equipment of all Zimbabwe team members will be provided by PEAK. Besides, 10 Olympic Games costumes in Ukraine, New Zealand and Cyprus will also be sponsored by them.

Fitness equipment enterprise Jinjiang Shuhua sports, the latest fitness equipment into the Rio Olympic Games "China home", for all Chinese athletes to provide fitness equipment.

"The four year's largest sports event in the world can't be avoided for Quanzhou's sports brand."

Ding Shuibo, President of the Quanzhou footwear industry association, believes that Quanzhou sports shoes and clothing enterprises have entered the stage of "big shuffle" at the moment. The final result of this shuffle is bound to be "the leftover is king".

Therefore, in the brand marketing of sports brand enterprises around the competition of competition resources, it is inevitable that the flames of war will rise again.

According to statistics, the Rio Olympic Games, sponsored by the Quanzhou sports brand of 12 national teams, the sponsorship of sports areas also amounted to 33, two data have achieved all previous Olympic Games new high.

Rationality behind differentiation

However, this year, Quanzhou small and medium-sized sports brand enterprises treat the Rio Olympic Games obviously quiet many.

First of all, it reflects the relative cooling of direct participation in competitions.

It is understood that both the Beijing Olympic Games and the London Olympic Games, a large number of small and medium-sized sports brands in Quanzhou have rushed to the location of the competition to develop direct marketing, blowing up the array of marketing whirlwind.

Jiang Xizong, vice president of the Quanzhou General Chamber of Commerce, told reporters that from the known situation, before the Rio Olympics, Quanzhou's small and medium-sized sports brands remained basically quiet.

This may be due to the past experience. In the past two Olympic marketing, a large number of small and medium-sized sports enterprises in Quanzhou have invested heavily, but since then, many enterprises have not achieved the expected returns.

The relatively low profile of SMEs is also related to their current situation.

The head of a small and medium-sized sports shoes and garment enterprise in Jinjiang told reporters that compared with the previous two Olympic Games, a large number of small and medium-sized sports brand enterprises in Jinjiang are in a more difficult situation. "Because of the tight capital chain, many SMEs are unable to carry out Olympic brand marketing."

Not only small and medium-sized enterprises, many Quanzhou sports brand leading enterprises in this Olympic marketing also from "virtual" to "real", will devote a large part of energy into the field of physical sales.

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For example, after winning the signing of Rio official partners, they set up a wholly owned subsidiary in the United States, Brazil and Taiwan, China, and set up a number of sales outlets in the Middle East, South America, Southeast Asia and other countries and regions to lay down offline channels and store stores.

There is also PEAK doing the same thing.

After identifying Olympic cooperation with 10 countries, PEAK immediately opened 28 offices or stores in these countries and quickly launched the physical sales to sell the products.

Speaking of Rio Olympic brand marketing, Xu Jingnan, vice chairman of the Quanzhou footwear industry association and PEAK chairman, told reporters that the Olympic Games coincided with the international development strategy of Quanzhou sports brand and eager to open up the international market space when compared with the previous two Olympic Games focused on domestic sales.

Therefore, we have pferred the past pure brand virtual marketing and promotion to the field of physical sales, with a view to realizing the rational development goal of "taking the virtual with the real".