Why Do Many Brands Increase Their Layout In The Field Of Running?

With the popularity of national fitness and the support of national policies,

It is ushering in a new outlet.

In January 5th, the winter rain was still unable to keep up the tens of thousands of healthy horse racing men on the Xiamen marathon track, and equally enthusiastic were all kinds of capital that pursued the riches outside the stadium.

At the second China Marathon Expo theme summit held at the same time, many of them shared the future opportunities of sports investment in sports, culture, culture, innovation and investment.

Build a running ecosystem

After the growth of blowout in 2016, the Chinese marathon ran into a new era in 2017.

Over the past year, more than 800 marathons and related road running events have been held in more than 800 people throughout the country. The rapid growth of marathon races has also greatly promoted the consumption of sporting goods.

Sporting goods manufacturing enterprises constitute the core part of the marathon industrial chain, and many brands have increased their layout in the field of running.

In 2017, XTEP (China) Limited sponsored 40 running events, including 29 marathon events, the largest Chinese brand sponsoring marathon events.

At the summit of the marathon industry,

Ding Shuibo, chairman of the board of directors, believes that with the rapid development of China's social economy and the popularization of national fitness, there will be more and more four or five line cities running marathons, which will attract more people to participate in the marathon.

"XTEP layout runs."

Starting in 2007, running for 11 consecutive years, running and running, thinking that XTEP has become our unique label.

According to the world clothing and shoe net, the interest rate of running events has reached 59% among sports users.

"From 2016 to 2017, through the data of the wearing rate of marathon runner XTEP products, XTEP's professional sports image has been widely accepted by target consumers."

Ding Shuibo said that under the trend of Marathon marketization, XTEP will continue to make efforts in many aspects such as professional equipment, multiple events and close runner's services in the market segment of running, and build and improve the running ecosystem from four major fields: competition, product, service and social interaction, so as to provide better service and experience to meet the growing needs of people's life.

The Quanzhou sports brand running on the marathon track also has Anta and 360 degrees.

Last August, 2017 Fuxian Lake International Half Marathon, Anta as the top partner of the event, provided 10 thousand entries and leader suits for participants and volunteers.

Since 2008, the 31st degree has been keen on sponsoring marathon events. It only sponsored the Tengchong International Marathon, the Dongguan International Marathon and the sixteenth Asian Marathon Championship in November 2017 alone.

Dig deeper into the 5 trillion tier market

"At present, the marathon race has formed a benign development mode of government guidance, social participation and market operation, and has established a new mechanism of diversification of investment entities, diversification of financing methods and market-oriented operation mode. The marathon's popularity has strongly stimulated the development of sports goods, software, training, media, intermediaries and other related industries."

Ye Guoxing, deputy general manager of Xiamen venture capital, said that with the continuous improvement of the strategic position of "healthy China", the market reform dividend and the growth of residents' consumption ability, the scale of the sports industry's 5 trillion market is worth digging.

According to the Xiamen International Marathon organizers, the direct economic benefit brought by the event to Xiamen in 2015 was 207 million yuan, with an indirect economic benefit of 255 million yuan.

According to the Northeast Securities Research Report, the economic scale of the domestic marathon will reach 50 billion yuan by 2025. The scale of the marathon derivative economy is currently 100 billion yuan, and will exceed 400 billion yuan in 2025, which will exceed the average growth rate of the sports industry.

"The sports industry is an important part of the big cultural industry, attracting people with similar characteristics and selling sensory pleasure and spiritual enjoyment with unique content or experience," said Li Weidong, executive general manager of the canopy culture capital fund.

For the sponsors, the 42.195 km marathon track is a "marketing corridor".

From the start to the collision, from the supply station to the rest area, there are places where participants and spectators compete in each place.

Sun Qiyang, President of Qianhai Zhixing capital, believes that excellent sports content should have 4 characteristics: appreciation, loyalty, cultural attribute and mass foundation.

Liu Yulong, vice president of the "one hundred million person sports social platform", discusses how Internet sports can build profit models from the perspective of industry.

Zhang Han, vice president of Chi Mei sports, said that sports industry investment should be people-oriented, pay more attention to the demands of participants, pay attention to the rigid needs behind sports, pay attention to sports and social networking, pay attention to fitness training, pay attention to sports media and so on.

"Assuming that a brand spends 20 million yuan to support the marathon of many cities in China, it will be able to achieve the annual coverage of China's marketing sites -- from all kinds of advertising, public relations, media, exhibition and other communication, to the huge participation force and the friends behind the circle of radiation, is the same quotation of other marketing behavior can not be achieved."

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