Hundreds Of Millions Of Yuan Sponsorship Asian Games, 361 Degree Competition Marketing Can Get What We Want?

The sponsorship of international events is aimed at internationalization and overseas markets.

In September 2, 2018, the Asian Games in Jakarta came to a close.

In the closing ceremony "Hangzhou 8 minutes" performance, Sun Yang appeared in the 361 degree bright yellow dress to cheer for his hometown Hangzhou. This is the finale performance of the Chinese sports brand in this Asian Games.

This is already

The third sponsorship of the Asian Games.

In the 16 day race, from staff uniform, competition venue to Asian Sports Village, 361 degrees became the most exposed trademark in Jakarta.

The sports brand, which is keen on competition marketing, once again brushes the sense of presence on the international sports stage.

Three days after the end of the Asian Games, in September 5th, the director of the 361 degree brand center concluded in an interview with the interface news that the marketing effectiveness of the event basically reached the expected goal of internationalization, youth and specialization.

The sponsorship of international competitions such as the Asian Games is an important part of the 361 degree internationalization strategy, and is promoting its brand awareness.

However, judging from its performance,

Revenue was not effective. In the first half of 2018, international income accounted for only 1.5% of the total turnover, still at a low level.

How to pform the sale of competitive marketing into the sales volume of overseas market is a matter of 361 degree thinking.

361 degree has been keen on sponsoring international competitions.

The 2010 Asian Games in Guangzhou, the first international event sponsored by the brand, has become a senior partner of this Asian sports event since 361.

In addition, the Rio Olympic Games in 2016, the Shenzhen Universiade in 2011, and the Nanjing Youth Olympic Games in 2014 are the same as their positions.

With the cooperation of the third Asian Games, the brand logo of 361 degrees is seen everywhere in Jakarta - the uniforms of the torchbearers, volunteers and staff are all provided by 361 degrees, and the giant billboards with the brand logo are placed in the prominent position in the big competition venues.

At the opening ceremony, Wang Lian Xiang, the Indonesian badminton player, wore 361 degrees.

Ignite the flame of the Asian Games.

The brand also invited Chinese stars from all walks of life to be the torchbearers, so as to promote the attention of young audiences to the Asian Games.

During the competition, the 361 degree Asian Games Commercials were broadcast in the CCTV5 cycle, and the brands even provided costumes for CCTV reporters to increase the exposure before the cameras.

Huge billboards in competition venues

Despite the considerable visibility, sponsorship of international events has to pay a high price. Only three Asian Games sponsorship, the cost of sponsorship at 361 degrees has reached hundreds of millions of yuan.

While investing heavily, the Asian Games is one of the top events in the world, but there is still a certain gap between the world cup and the Olympic Games.

Only in some individual events, Sun Yang, Su Bingtian and other star players in the game, the attention is higher.

For the "cost performance" of the investment, the 361 degree group president, Ding Wu, said in an interview with the twenty-first Century economic report that although the market has some pressure, it will insist on internationalization to enhance the brand's popularity and reputation.

"The 361 degree sponsorship of the Asian Games is quite clear. The overall return is quite substantial. We will continue to guide young people to participate.

There were Yao Ming, Liu Xiang, and now Sun Yang, who can still attract young audiences to participate, "said Ding Wu.

According to the idea of 361 degree, this investment's significance is to sponsor the Asian Games to radiate China, Asia and even more extensive international market, and the effect can last for several years.

But it is clear that the return on brand income remains to be considered.

Whether it is sponsorship competition or marketing mode, can be combined with the retail level, is the most critical link.

On the eve of the opening of the Jakarta Asian Games, they announced that the physical stores and online shops of the Indonesian sun department store will be the exclusive distribution channel for the 361 degree in the Indonesian market.

As the largest department store in Indonesia, sun department store has 155 stores in 74 cities in China.

In August this year, 361 degree products have landed in 15 stores, and will enter all 155 stores in June 2019.

Since 2019, sun department stores has opened 361 stores in 10 major cities in Indonesia every year.

361, we hope to enter the Indonesian market and expand its market share in Southeast Asia on the occasion of the Asian Games in Jakarta.

361 degree opportunity to enter the Indonesian market

In fact, most of the internationalization of local sports brands in the past tended to be in Southeast Asia, avoiding a lot of European and American markets with strong international brands. At the same time, local brands had more cost-effective products targeting low-end markets, especially for potential emerging markets.

At present, the shelf price of the 361 degree entry to Indonesia is less than a month, and the sales situation is unknown.

From past experience, Ding Wu is optimistic that he is optimistic about 361 degrees to further Indonesia and even the entire Southeast Asian market.

"What I feel most deeply about sponsorship is our participation in the Brazil Olympic Games and the rapid growth of the entire Brazil market," said Ding Wu. "Now Indonesians know 361 degrees. Sun department stores have 155 shopping malls in Indonesia.

On the whole, sponsorship is helpful to brand promotion and market layout.

During the sponsorship of the Asian Games in Guangzhou, the Guangdong market also increased rapidly.

During the Rio Olympic Games in 2016, 361 degrees was used as an official support to help brands enter the South American market.

According to the financial report, the number of stores in Brazil reached 1017 at the end of 2016, an increase of more than 100% over the previous year.

In those days, its overseas sales grew by more than 80.54% to 80 million 700 thousand yuan.

The person in charge of the brand said that after the Guangzhou Asian Games in 2010, the sales in Guangdong area rapidly developed and became the best selling area in the Chinese market, which provided confidence for the brand to develop the international market through the competition.

With the brand trademark in Jakarta Asian Games harvest explosive, monopoly exposure, heavy investment of 361 degrees is naturally a lot of attention.

It's not surprising that 361 degrees gained a lot of sales before and after the Asian Games.

But after that, how to improve the layout of the channel, launch products suitable for the market, and strengthen the follow-up marketing investment are the long-term and continuous actions that determine the future return rate of the 361 Asian Games investment.

It should be noted that the consumption potential has not been fully developed in the Southeast Asian market, and has always been a very important area for Chinese brands.

Especially in the Indonesian market, Lining is undoubtedly a strong competitor.

Since Southeast Asia is an overseas market with high popularity of badminton, and badminton has always been the focus of Lining's business. Therefore, the promotion of badminton in Southeast Asia has become the main direction of Lining's internationalization strategy.

Especially in Indonesia, badminton is a national sport. Local people have an extremely strong badminton complex, making it a key area.

At the Asian Games, Wang Lian Xiang ignited the main torch of the Asian Games. Three of the 8 Asian flag guards of the Asian Olympic Council flag were Indonesian badminton stars.

In addition, at the noisy home of the devil, as the sponsor of the Indonesian badminton team, Lining's trademark won the title with the Indonesian men's singles and men's doubles.

Among them, the handsome male single champion Jonathan, has been regarded as Indonesia's national male god, sports icon, Lining logo on its body in the local attention has been very high.

As more and more brands focus on the Southeast Asian market, 361 degrees is not easy to break through in a competitive environment.

In 2014, 361 degrees officially entered the overseas market. The company insiders once said in a news interview: "361, it is the Arabia number, which is the common language in the world. Therefore, in the brand symbol, we can guarantee that in the process of globalization, there is no resistance to brand identification."

However, in the past two years, although the 361 degree international competition marketing and overseas market expansion continued, but this is not clearly reflected in sales.

According to the company's financial report, in fiscal year 2016, 361 of overseas sales accounted for 1.6% of the total.

In the 2017 fiscal year, the proportion rose to 1.7%.

The latest results show that, in the first half of 2018, international income fell by 30.2% to 45 million 500 thousand yuan in the first half of 2018, accounting for only 1.5% of the total turnover.

Zhang Qingceng, the founder of sports consulting firm, points out that the difficulty of channel internationalization and brand internationalization is very large. "To achieve the internationalization of channels, the sales of overseas markets should be at least 20%."

Despite the continuous expansion of overseas markets for many years, the current proportion of 361 degrees is less than 2%, and its international business share is still at a low level.

By contrast, the 361 degree domestic market has maintained steady growth, benefiting from the increase in electricity providers and children's clothing business. In the first half of the year, its revenue grew by 7.8% to 3 billion 17 million yuan, and net profit rose 5.3% to 335 million yuan.

In the face of a slightly dull international process, Ding Wu told the twenty-first Century economic report that developing overseas markets needed time to invest. The main investment of 361 degrees for overseas markets was basically over by 2018.

"361 degrees is still in the stage of consumer acceptance," said Ding Wu. "According to the current strategic judgment, the overseas market revenue can reach a balance in 2019, and began to generate profits in 2020. From the perspective of growth, the overseas market basically has a double growth every year."

As of the end of June 2018, 361 degrees covering more than 20 countries and regions, in Brazil, the United States, Europe and Taiwan have 1316, 986, 518 and 68 sales outlets.

Two years later, the test results will come. The local brand expects to produce a satisfactory overseas response.