1 Billion 400 Million Era Of China'S Sports Marketing Era

July 22nd, Guangzhou Asian Games partners

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Is China's sports marketing era coming?

In the round table dialogue of "the marketing way of top sports events", Tang Yan, deputy editor in chief of NetEase website, Dr. Liu Yaocheng, vice president of Yingli group, Liu Yaqun, President of China Sports Management Group, CEO Zhang Qing, Beijing key Road Sports Consulting Co. Ltd., Liu Bing, vice chairman of board of directors of Australia tiger basketball club, Chen Yong, President of DAPAI (China) Co., and Wang Yiming, vice president of Yiyang Anya, participated in the discussion.

Sports events and brands in China

A center is the process that an enterprise regards the rights and interests of an enterprise as an integrated marketing value chain, which turns out to be a brand asset rather than an exposure.

And only by "marketing value chain integration" as the center, can investors, channel providers, producers and consumers participate in the whole process, and surpass language culture and get a high degree of recognition. "This is sports, which can effectively integrate value chain".

The so-called "two basic points" are: first, we must be insightful in sports; we must really dig out the contents of sports touching the hearts of the people; secondly, the creativity of marketing, for example, Yingli's Chinese character in the world cup is a reflection.

The speech of the "new business model of Chinese enterprises" published by the president of the Yangtze River Business School, from the Chinese enterprises themselves, has deeply analyzed a series of problems involved in global competition. Relying on cost and price tactics, it is difficult to find great commercial organizations in China, and the foundation of sports marketing has naturally become weak.

New opportunities for sports marketing opened by Asian Games

What opportunities can Guangzhou Asian Games provide to Chinese enterprises? Or how should Chinese enterprises seize this opportunity? Chen Peiai, a doctoral tutor of Xiamen University, commented on the marketing of local brand sports.

He believes that the four criteria of successful sports marketing include: sports marketing strategy should be consistent with the strategy of enterprise development; sports marketing resources should match with the resources of enterprises; sports marketing resources should be consistent with the brand tonality of enterprises; sports marketing should reflect the maximum value and display the resources of sports marketing.

For more local enterprises, it is more important to understand the direction of "sports marketing turning", how to break through the advertising marketing in the past, and turn to career and corporate responsibility, perhaps through the combination of marketing innovation and new media, which means not only sports events as a means, but also more differentiation.

In this way, we can quickly upgrade our popularity and take the world economic stage by taking advantage of world-class competitions.

In the speech entitled "Youth Sports Marketing", the vice president of Samsung sports global sports and public relations said that sports marketing should take teenagers as the core target group, and "from social life to cultural trend, all young people play a leading role."

They are rapidly changing the existing rules and traditions in a new way.

At present, Samsung Corp is developing important links with young friends in Guangzhou through the sixteenth Asian Games.

They found a deep connection between them. There is an important common value between teenagers and sports, that is, the spirit of courage to challenge. They often see sports stars as idols.

Samsung has begun to use a variety of sports marketing tools and resources, to engage and communicate with young people, including sponsoring the 2008 Beijing Olympic Games as a global partner, organizing the "Samsung Vancouver Winter Olympic Games" selection activities, and so on. "Because we know that we share the same spirit with young people, so with the help of sports events and stars, we can have conversations with them, listen to their voices and create more opportunities for communication."

At the same time, Samsung has taken three main factors into account when formulating the youth sports marketing project. First, whether the activities are consistent with the core values of Samsung; second, whether the activities are based on the full understanding of young people; third, whether there are teenagers' true feelings in activities.

To achieve the above three aspects of consensus, we will identify successful and targeted strategies for youth sports events. These sports marketing strategies also keep Samsung's brand at a young age - no matter what sports competitions are carried out, in this process, we must find the challenges contained in sports events, find out the young factors, and share these factors among the young people.

No doubt, in today's global market, every sport is striving to become a market hegemony. In any place where the public can stay for more than a few seconds, people will still be bombarded by various sports activities on the screen. In the office hall and elevator, shopping center, subway car, taxi rear window and even the mirror in the bar, you can always catch a glimpse of the advertisement of the British football. Many American stars are shooting in Adidas uniforms, and sports advertising and marketing can be seen in all fields. 1 billion 400 million, the Chinese market awaits the holding of more top events, the foresight and investment of enterprises.