Sports Brand Benefiting From Olympic Effects

In the past half a month, Rio Olympic Games ended on the 22 day.

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, Jin Ba, Shu Hua,

Hongxing Erke and other brands shine brightly inside and outside the Olympic Games.

Behind the frequent brush ups of the Olympic Games, not only are the local brands becoming more and more internationalized, but also the necessity for the local brands to walk firmly on the international road.

Obviously, the internationalization of Jinjiang brand enterprises has become more and more stable.

The pace of internationalization will not be terminated by the end of the Olympic Games.

The big guys get their players and the athletes stand on the court.

At the closing ceremony of the Rio Olympic Games, Ding Ning, who won two gold medals in table tennis, served as the bearer of the Chinese Olympic delegation.

The same thing that attracted the audience's attention is her body's "brush face" printed with Anta LOGO's clothes.

In the past half a month, as the official award dress of the Chinese Olympic delegation, Anta's "champion dragon wear" has been accompanied by the glory moment that Chinese athletes once won the medal at the stage. Anta's brand exposure has also been strengthened.

This is not the first time that Anta has appeared in the Olympic Games. Since Anta became a partner of the Chinese Olympic Committee in 2009, it has joined the Chinese sports delegation to compete in 30 international competitions such as the Vancouver Winter Olympic Games, the London Olympic Games and the Sochi Winter Olympic Games. It has provided a complete set of award equipment, demonstrated the spirit and style of Chinese sports to the whole world, and together with the Olympic athletes of China, created a brilliant chapter of China's Olympic Games.

In addition, Anta also provided Rio Olympic equipment for gymnastics, trampoline, weightlifting, wrestling, judo, boxing, taekwondo, rowing, canoeing, water polo and other ten national teams. On these grounds, Anta's shining sign is also visible.

Large scale sports events are the best stage for international brands to display their strength. They are also important moments for sports brands to establish their own professional and leadership positions.

So is the Jinjiang brand.

Then, who can get the highest attention in the Olympic Games this world's top event?

In order to make the brand get better exposure, apart from Anta, 361 degrees, PEAK and other local brands early on the "abacus" hit the Rio Olympic Committee, national sports delegations.

As the official partner of the Olympic Games, the 361 degree is "grabbing" the resources that the industry envied from the international giant Adidas.

The official uniform of Rio Olympic Games and Paralympic Games is exclusively supplied by 361 degrees this year.

361 degree introduction, taking into account 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 makes detailed design for different functional requirements.

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

Unlike the 361 chance to compete for the first chance to show up, PEAK has adopted a propaganda strategy of "spreading the net widely".

In the 12 delegations signed by PEAK, 8 gold, 19 silver and 15 bronze medals were awarded 42 medals. 42 times on the podium of the Rio Olympic Games, the Chinese elements were undoubtedly given more opportunities on the Olympic stage, highlighting the strong influence of Chinese sports brands in the world.

Through Olympic marketing, PEAK has made considerable progress in brand building.

Liu Xiang, director of PEAK sports brand center, said: "in 2008 Beijing Olympic Games, we only sponsored a delegation from Iraq. By 2012, the number of PEAK sponsored Olympic teams has reached 7. Members of these delegations are often asked in the Olympic Village," what brands are your clothes? "

This year's Rio Olympic Games, our sponsorship of the number of teams reached 12, is the world's sponsorship of the Olympic delegation more than 3 of the sports brand, ranking first in China.

In the four hours of the opening ceremony of the Rio Olympic Games, 9 of the delegations appeared in PEAK costumes, making PEAK the most frequent sport brand.

In view of the PEAK's human sea tactics, there are market people to evaluate, and the "dew" of PEAK is basically covered by the whole course.

Years of grinding and sword internationalization road is getting more and more stable

Frequent "brush face" in international major events highlights the ambition of local brands: go abroad and move towards the international market.

The implementation of this strategy relies on the all-round development of products and channels.

Xu Jingnan, chairman of PEAK, told reporters that the Olympic Games coincided with the opening up of the international development strategy of local sports brands and eager to open up the international market space when compared with the previous two Olympic Games, which 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".

Local brands are seen everywhere in Rio Olympic Games, and sports giants who support PEAK go abroad. Behind the Rio Olympic Games, they are reflected in their efforts in product innovation and research and development over the years.

Anta can become a partner of the Chinese Olympic Committee all year round, and it will benefit from its continuous breakthroughs in research creation, product innovation, technological innovation and so on.

"Over the years, Anta has provided high-tech sports equipment for Chinese sports delegations and Chinese athletes, and has helped athletes achieve good results in the field through scientific and technological innovation."

Zheng Jie, President of Anta brand, said.

Take the Sochi Winter Olympic short track speed skating suit as an example. At that time, Anta used special high-tech fabrics, which not only made the athletes comfortable and warm keeping, but also effectively reduced the wind resistance in skating, and enhanced the wrapping and safety protection functions to prevent the skates from splitting when they slipped.

"We aim at the characteristics of short track speed skaters prone to fall, and use bulletproof materials and synthetic fibers in the joints of wrist, ankles, knees and blood vessels, so as to ensure the safety of athletes."

Anta responsible person.

All along, mastering the most advanced technology in the industry and producing high-tech products is the key to Anta's constant development.

As early as in 2005, Anta set up tens of millions of yuan to set up a sports science laboratory in China, dedicated to sports mechanics research and product development, and Anta became the first independent sports laboratory in the domestic sports brand.

Anta's investment in scientific research is also very high every year. In 2014 alone, it invested nearly 2 hundred million of its investment, ranking first in the industry.

Huge input and talent reserve have injected vitality into Anta's technological innovation, and technology products have become an increasingly important source of profits for Anta.

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Ding Shizhong, chairman and CEO of Anta's board of directors, once said: "the sporting goods industry is still facing the impact of product homogenization and fierce competition in the short term. There is uncertainty, but we have mastered and possessed a large number of core technologies, which will be the core assets of Anta's continuous development."

For PEAK, the upgrading of specialized products is synchronized with the "star strategy".

In recent years, PEAK has made many moves in the research and development of running products, and has launched 34 professional and grassroots running activities in the past year.

In order to cooperate with frequent running events and sponsorship activities, PEAK has made rapid progress in product changes. In 2015, it launched 1.1 new products: arrow feather, Skywalker, S-PAD, Yue run three generation, rhythm five running shoes, which fully covered the different needs from professional athletes to light users, and became the fastest growing category of PEAK in 2015.

Overseas layout means global market

"Before and after 2012, the domestic sports brand entered a" cold winter ", faced with various difficulties such as inventory clearing, Guan Dianchao, declining orders, and so on. But through the Olympic marketing, PEAK and its later series such as NBA Star China business and charity activities slowly went out of the valley.

For example, after the London Olympic Games sponsored seven national delegations, PEAK's number of international distributors increased by 25%, reaching nearly 90 countries and regions.

Liu Xiang, director of PEAK sports brand center, said in an interview.

Liu Xiang also revealed, "in 2013, PEAK's operating income was 2 billion 613 million yuan. In 2014, PEAK's business income was 2 billion 840 million yuan. In 2015, PEAK's business revenue increased again, reaching RMB 3 billion 110 million yuan. As of 2016, through the order meeting, through our efforts in Olympic marketing, we are confident that the company's revenue will have a big improvement."

In addition to the effect of Olympic sponsorship, PEAK has been committed to international marketing in recent years.

In 2015, PEAK continued to strategically develop overseas markets. By the end of 2015, in addition to 11 NBA players, PEAK also sponsored three NBA teams from Houston rockets, Miami heat and Sanantonio spurs, and also signed sponsorship agreements with 8 basketball associations in Germany, Australia and Serbia.

According to the data provided by FIBA, through sponsoring the five intercontinental basketball tournaments, such as FIBA European Championships, Asian Championships, non Championships, American Championships and Oceania Championships, PEAK has accumulated more than 600 hours of exposure in the arena and media, and converted to media value of over 81 million euros, about 600 million yuan.

Sustained and strong brand exposure has attracted a large number of international distributors to come forward to discuss cooperation matters.

In 2015, PEAK has opened PEAK stores and counters in more than 90 countries and regions, and has increased more than 10 distributors in 2014.

"Our goal is to establish distribution channels in all countries and regions around the world so that PEAK brands can be found everywhere in the world."

PEAK chairman Xu Jingnan said.

Up to now, PEAK has registered trademark in more than 180 countries around the world.

The continuous expansion of the distributor network has made PEAK's overseas sales steadily improve.

In 2015, PEAK group's international sales volume reached RMB 670 million yuan, accounting for 21.6% of the total turnover. It was the highest proportion of Chinese sports brands in overseas markets.

In fact, apart from PEAK, in recent years, many local brands have also been making efforts in overseas markets.

Following the signing of the Rio official partners, the 361 degree established a wholly owned subsidiary in the United States, Brazil and Taiwan, China, and set up several sales outlets in the Middle East, South America, Southeast Asia and other countries and regions to lay down offline channels and store stores, so that Rio Olympic hotspots will quickly boost sales of physical products and open up international market sales space.

According to the first half performance report released in August 16th, 361 degrees, as of June 30th this year, 361 degrees has 908, 180 and 52 outlets in Brazil, the United States and Europe respectively.

"As the first Chinese sports brand sponsoring such a large-scale World Games, becoming the official partner of the Olympic Games is conducive to the group's overseas popularity, expanding its brand awareness in overseas markets, and establishing a quality brand image, pushing the brand value to a peak."

The 361 degree indicated that the sales growth of 361 degree overseas business in the first half of this year has more than doubled to 45 million 200 thousand yuan, accounting for about 1.7% of the group's total turnover.

In the next 3 to 5 years, 361 degrees will vigorously promote the rapid development of overseas business.

It is reported that the main product of 361 degree in the international market is running shoes, and overseas business has also led to higher sales of footwear.

At present, 361 degrees has introduced the international version of products to dozens of stores in the northern Guangzhou and other tier cities, hoping to cater for the needs of domestic consumption upgrading with differentiated products.

Leading enterprises Olympic gold absorption

During the Rio Olympic Games, they also had their share price in addition to the medal list.

Although on the eve of the Rio Olympic Games, Ding Shizhong, chairman and CEO of Anta's board of directors, said in an interview with CNBC. "During the Olympic Games, the exposure rate of brands can immediately improve sales. This is a misunderstanding. Olympic marketing is a great contribution to the long-term development of brands and the recognition of consumers, which is a long-term benefit."

But during the Olympic Games, Anta's stock price rose, Anta still tasted the sweetness of "big investment and big return".

It is reported that in recent years, Anta's turnover has reached a record high, operating income reached 8 billion 920 million in 2014, and 11 billion 120 million in 2015, an increase of 24% over the same period last year.

The recent share price also benefited from the Olympic Games, from HK $14 in July (the same below) to nearly HK $20 last weekend.

During the Rio Olympic Games, Anta sports shares rose to HK $21, and its market value exceeded 50 billion, which was nearly 10 billion higher than the market value before the opening of the Olympic Games (August 3rd).

This reflects the capital market's recognition of Anta's marketing during the Olympic Games and the promotion of Olympic marketing for Anta brand.

Coincidentally, the stock price of 361 degrees reached the highest level in nearly three months during the Olympic Games.

The semi annual report released in August 16th showed that the sales of 361 degrees in Brazil increased by more than 500 in the first half of this year, benefiting from the Olympic Games effect, from more than 300 at the end of December 2015 to 908 at the end of June.

Perhaps it is from the sports gene of Lining, a sports veteran, who focuses on the choice of sponsorship and his vision is accurate.

Its share price rose on the eve of the Olympic Games, rising from HK $3 in June to HK $5.