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Dialysis The Olympic Crisis Of Sports Shoes And Clothing Brands In China

2011/11/5 18:13:00 35

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Domestic Sports Shoes And Clothing Brand Olympic Crisis

The thirtieth session will be held in London in 2012.

Olympic Games

The annual Olympic Games

Marketing

It is about to start. For the sports industry which has long relied on sports marketing, is the Olympic Games an opportunity or a challenge?

Although the "threshold fee" is growing at an alarming rate, but because of the excellent marketing stage of the Olympic Games, many enterprises are still trying to become sponsors of the Olympic Games.

But next year's London Olympics is both a "brand" for the domestic shoe and clothing brand that is currently suffering from the "midlife crisis".

a favorite

"Is also a"

Hot potato

The adjustment period of domestic sports goods ecosystem is 4 years.

Because of the importance of the Chinese people's attention to the Olympic Games, sports resources competition for marketing planning and design is also the basic recurrent unit in 4 years.

But it is not easy for the domestic sports brand to compete with the Olympic Games, because the amount of money that sponsors the Olympic Games is not bad. To measure whether the Olympic year's publicity is a cost-effective business, it needs more careful consideration than the previous Olympic Games.

Industry analysis: London Olympic Games marketing challenges bigger

What are the reasons that hinder China's sports brand from going too far in the Olympic year? Phoenix Online has been linked with Dacheng's fund manager, ran Ling Hao. He said that the industry had not optimistic about the development of sports brand early this year, even though it faced such a good marketing opportunity for London Olympic games, but because of the pressure of inventory pressure and serious homogenization, enterprises could not exert themselves.

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Fall in performance

"In next year's Olympic Games publicity, the proportion of domestic sports brand's capital contribution to its main business revenue is expected to be much less than that of the Beijing Olympic Games, and the effect will not be as good as that in 2008."

Ran Ling Hao said that in 2008, the domestic sports brand was developing at a high speed.

Amount of profit

It's also very rich.

But it also led to hidden dangers in the future.

On the one hand, in recent years, the development of sports apparel industry has been expanding too fast, coupled with the overestimation of the prospects during the Beijing Olympics, resulting in a backlog of large stocks of retailers, which affected the development of Companies in the latter stage. On the other hand, under the domestic inflation environment, consumers have the tendency to reduce the consumption of sporting goods. For example, the top 6 sports companies listed in Hongkong have nearly 5 branches in the country, with obvious oversupply, and the two deviations exacerbate the stock pressure, leading directly to the decline in performance.

The investment in publicity expenses is determined by its main business income. Since this year's performance is not satisfactory, the investment in Olympic promotion will definitely decrease next year.

Although ran Ling Hao is not optimistic about sports brands, and on the 3 day, a number of securities companies also lowered the target price of Anta, but they still maintained the "buy" proposal, proving that the big Brand Company facing the current crisis, the future compression capacity is still relatively optimistic.

In the next Olympic year, the domestic sports brand will also encounter another kind of crisis.

Ran Ling Hao pointed out: "China's local sports brand management is not standardized, the production mode is very similar, the gap between brands is not obvious, these are typical problems, although many enterprises are aware of these problems, but can not find a new marketing mode to solve.

Many middle and low-end brands will soon be phased out. "

Lessons learned: 70% enterprises without post Olympic effect

Olympic marketing is hard to grasp. It is both an opportunity and a challenge. In the past, many cases have proved that many enterprises will be outweighed by the gains and losses.

The 2008 Olympic marketing report released by the China Brand Research Institute shows that many Beijing Olympic sponsors' brand reputation has not been upgraded to the proper level and it is difficult to recover their investment.

Among them, 14 companies such as UPS, Adidas, McDonald's and Samsung have increased their brand reputation by 44.37~23.53%, and their Olympic marketing results are only slightly better than conventional marketing methods.

The effectiveness of the 30 companies is far less than that of conventional marketing.

Air China and Heng Yuan Xiang's brand reputation increased even negative.

After the closing of the Olympic Games, will the effect of the Olympic Games continue? The Chinese Brand Research Institute answered the question with a statistics.

According to statistics, after the official commercialization of the 1984 Olympic Games, up to 2004, less than 30% of the 144 Olympic cooperation partners made profits in the Olympic Games, and the profit process continued for some time as the Olympic Games ended.

But at the end of the Olympic Games or even the end of the Olympic Games, the remaining 70% of the enterprises can not see the benefits brought about by the Olympic marketing, which basically can not enjoy the impact of the post Olympic Games.

Therefore, for the domestic sports brand which is not mature in the whole industry, how to enhance the brand value by the Olympic feast is a difficult challenge.