Olympic Games 361 Degree Anger Brush Sense Of Existence, Opening Ceremony + Closing Ceremony 360 Degrees Without Dead Angle To Seize The Opportunity.

Looking back at the Olympic Games that have just ended,

It can be said that the brush has enough sense of existence.

The 361 degree big hand has become the only sports brand to win the official partner of the Olympic Games. In the opening ceremony of the Olympic Games, it can be said that "360 degrees without dead angle" is a good example. Besides providing clothing, shoes and accessories for all the torch bearers, volunteers, technicians and other staff members of the Olympic Games, it also provides the opening and closing ceremonies for the Greek and South African delegations.

Recently, 361 degrees released the unaudited performance report in the first half of 2016. The report showed that turnover increased by 15.7% to 2 billion 555 million 500 thousand yuan in the first half of the year, and gross profit increased by 16.2% to RMB 1 billion 59 million yuan.

Qian Jianyu, director of the electricity supplier's direct operation, told the online journalist of the electricity supplier that the marketing strategy of the Olympic Games was divided into two stages, namely, the dissemination of star resources before the Olympic Games and the marketing of products during the Olympic Games.

It is not hard to see that spend 361 yuan on the Olympic Games to use this prosperous era to expand its influence in the internal and external markets. But simply throwing money can reverse the stereotype of consumers on their three or four line products. What actions have been taken to achieve the brand positioning breakthrough of 361 degrees?

However, whether it is to get the sponsorship of the Olympic Games, or to rub the hot spot to play the edge ball, to seize the Olympic hot spot for the brand is nothing more than the establishment of brand image and the pformation of sales.

While feeling the Olympic spirit, we can also see the strategic layout of the brand and grasp the trend of the sports industry.

Sense of presence at home and abroad plates into sales volume.

The domestic sports market is greatly influenced by the Olympic Games.

According to the report on China sports consumption background and profile released by the first financial data center, the growth of China's sporting goods consumption in 2014 to 2015 after a steady growth in a period of time, compared with the whole GDP, increased by two digits.

In the half year performance report of 361 degrees, the advertising cost increased significantly, and the spokesperson had a layout in basketball, football and swimming.

Cai Minduan, chief financial officer, said in the interim results conference that advertising fees accounted for 12.2% of revenue in the first half of the year, and that the future will remain at 12%~14% level.

According to the person in charge, in the domestic marketing section, the Olympic Games 361 degrees are divided into two stages, the first stage is from May 3rd, the pre competition marketing focuses on sports.

On the theme of "emotional love and love for sponsorship", we use emotional marketing to communicate with consumers through emotional communication with CCTV1 and CCTV5, micro-blog and other media channels through Sun Yang's 1 minute thank you video.

The second stage is the product marketing during the Olympic Games, while Tmall platform plays a marketing role on the one hand.

In mid August, with the Olympic opportunity, the flow of Tmall platform super sports meeting broke out. After a period of time, the brand had accumulated heat on topics related to the Olympic Games and began to be tested in sales.

Including Adidas, Nike, Lululemon, Under Amour, Lining, Anta, 361 degrees, and other international and domestic sports big names appear in the venue.

It is understood that the world's top 4 running shoes brand except Brooks, Tmall stores.

The person in charge said that during the Olympic Games, the online business platform, such as Tmall, launched a series of "gold" products around the beginning of July. With the theme of "love is gold", Sun Yang and Ning TSE Tao's gold colored gold shoes on Tmall will pform their influence into sales force.

Appearing on the Olympic stage is also a marketing opportunity on the world stage.

As one of the sponsors of the 2016 Rio De Janeiro Olympic and Paralympic Games, the report shows that sales growth of 361 degree overseas business has increased more than doubled to 45 million 200 thousand yuan, accounting for about 1.7% of the total turnover of the group.

It has 361 degrees in the Middle East, South America and Southeast Asia. The target overseas market includes the Olympic host country Brazil and the United States and Europe, and plans to make international business as an important source of contribution to the group turnover in the next three to five years.

According to the results of the report, the group has established a wholly owned subsidiary in Brazil and the United States to sell 361 degree products to the country's multi brand sporting goods terminal retailer. As of June 30, 2016, it has 908 sales outlets in Brazil.

In the Middle East, South America and Southeast Asia, 361 degree products are sold through local distributors.

Domestic online funds to grab a second line

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In any case, domestic is the main battlefield. For the layout of international business lines, it is in line with the trend of globalization and broadening the market. Its main role is to return to the brand's influence in China.

The person in charge told reporters that as early as last year, 361 degrees in the United States, Brazil has the corresponding branch, has developed the specialized running shoes for the international market, some domestic professional runner has the cognition to the commodity.

It is reported that at present, the R & D team is based on Taiwan and operates independently, and the production is contracted out to Vietnam's local factories due to tariff reasons.

This part of the international fund has been sold in Tmall stores since last year. A small part of this year began to shop online.

Among them, 3 international running shoes have been awarded in the international footwear evaluation section. Next, the 10K professional marathon running shoes will be launched.

Dedicated products on the 361 degree line include customized products for the electricity supplier. The design and quality are usually basic, but they are more attractive in pricing, and there are intelligent products at the same time.

According to the financial report, the products on the 361 degree line include the dedicated contributions on cable and the unsalable stock at the retail terminal as distributors. At present, the sales contribution of the two categories to the electricity supplier is maintained at 50 :50.

The group's overall direction for the online future is the hope that products can dominate.

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According to the analysis of the industry, the share of the main business of 361 degrees has sunk to the three or four line market in the past two years. According to the results, as of the end of June, there are 6853 stores under the 361 degree group line, about 80% of which are independent street shops, and 72% of the stores are located in cities with three lines or less.

From this high-profile sponsorship of the Olympic Games, we can see that 361 degree is seeking a breakthrough in brand positioning.

Qian Jianyu responded, "361 degree is really relatively small in the first tier cities. To increase the share of the existing market and even the second tier cities, on the one hand, it relies on advertising marketing, and one is to pry open the door with product innovation, although it is relatively difficult, but we must adhere to the product as the core."

This part of the online contribution is often charged with the "payment function", so the 361 degree line is also part of the overseas goods entering the domestic market.

It is understood that the 361 degree internal R & D team is divided into two domestic and international lines, the international standard international brand of running shoes, the unit price is 500~1000 yuan, and overseas goods have a specialized supply chain.

The innovation of new technology, shoe type and color will often be released as the online special contribution. The data will be collected in the first quarter through data monitoring. According to the results of online payment, the sales performance will be good or the new technology will be pushed back to the first place, and the supply chain will support timely tracking.

More investment than signing stars is the cost of design and development.

Adidas develops a running shoe for 5~10 years, and a big technological change takes 2~3 years of marketing to get into growth.

Running is different from basketball and football in terms of athletics and antagonism.

Tmall sports outdoor director Di An said that the running category is more about the technology and comfort of products, with more scenes and wider coverage.

So running shoes are most important for the design and development of Brand Company.

Pay attention to brand narration besides products

Looking back at the national concerns of the Olympic Games, it should be traced back to the 2008 Beijing Olympic Games, which is the time when the first wave of national sports consumption began to rise.

However, due to the high expectations of businessmen and the financial crisis, the business mode of the futures business is that the sports industry has experienced the pain of excessive inventory, low unit production and closing stores. In the next three years, inventory, price adjustment and channel sinking have become the main movements of all sports brands.

With the support of the national industrial policy and the promotion of consumer health awareness, the outdoor industry began to recover in 2013, and the national financial support to vigorously revitalize the 5 trillion yuan "assists" of the 2025 sports industry planning plan makes the whole industry get out of the haze and usher in the spring.

In the tide of sports, running equipment is the biggest sport category among 2012~2015 because of the lowest entry threshold. During the period, Tmall platform running category kept 100% growth, and running shoes accounted for half of sports shoes.

But from 2013 to 2014, the homogenization of price war once made the domestic running shoes market plunge into vicious competition.

Specialization and differentiation are the major trends in the sports market.

Tmall sports outdoor director Di An told reporters that the whole sports market is based on sports professionals and professional sports enthusiasts as the core, spread to sports and leisure to sports enthusiasts.

In this circle logic, representing the highest level of sports events in the sports industry has become a battleground for professional benchmarking soldiers.

Products must be the core of brand competitiveness.

In the face of the current situation of the domestic main market sinking to the three or four line, the 361 degree strategy is to invest high-end new technologies in international products, and introduce products that can be accepted by the domestic market on the basis of online payment.

But on the other hand, Tmall sports outdoor director Di An said when evaluating the domestic brand, in the past, domestic brands mainly focused on their performance price ratio. Later, they also had more investment in product independent research and development and design, but the products were lack of storytelling.

"The main problem is that we can't integrate marketing, design and development into consumers' acceptance," he said.

"There is already a story in product development and design, and we can talk about star resources."

Another well-known domestic sports brand, Lining, had been heavily signing Wade for 10 years, and co founded a series of products, "Wade's way", to add chips to the brand's narrative power.

Through marketing to reach the loyal audience of the brand.

Therefore, although domestic brands have done a lot of action in product technology in recent years, there has been no breakthroughs in consumer communication and interaction, without forming their own brand story and spirit.

This is a gap between domestic brands and international brands.