Tokyo Wins Olympic Games, Sports Products Industry Implements Olympic Marketing

< p > at the moment when the global economy is slowing down, Quanzhou sporting goods industry is busy cleaning up inventory, integrating resources and enhancing brand.

Tokyo, Japan, succeeded in bidding for the Olympic Games this month, becoming the venue for the 2020 Summer Olympic Games. The sporting goods manufacturers who are struggling to catch up have realized that Brazil's Rio De Janeiro Olympic Games is approaching in 2016, and the new curtain of sporting goods brand competition has opened.

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< p > precisely around the four year Olympic Games, the sporting goods industry is spiralling upward.

In recent two months, sporting goods brands have held new orders for spring and summer next year, and brands like Anta, Lining and XTEP have agreed that stocks have been controlled to normal limits.

PEAK chairman Xu Jingnan did not want to wait and see, he led PEAK brand has opened the international journey.

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< p > of course, a href= "http://www.91se91.com/news/index_c.asp" > sports goods industry < /a > is an exciting way to start the Olympic cycle.

It is not hard to predict that the global sporting goods brands will start a new game in the war of product innovation, marketing innovation and brand upgrading in the next three years.

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< p > < strong > quietly start the Olympic cycle < /strong > /p >

Unlike P Olympic Games, the Olympic cycle of sporting goods industry is more like a brand "marathon".

With the recent success of Tokyo's bid for Olympic Games, the sporting goods competition has entered a new chapter, /p.

Unlike P Olympic Games, the Olympic cycle of sporting goods industry is more like a brand "marathon".

With the recent closing of Tokyo's bid for Olympic Games, the sporting goods competition has ushered in a new chapter.

"Just entered the new round of battlefields."

In the industry's view, every Olympic Games is not only a feast for sports fans, but also a booster of some a href= "http://www.91se91.com/news/index_c.asp" sports brand /a.

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< p > < strong > Enterprise Olympic Plan < /strong > /p >

< p > "our marketing plan for the 2016 Olympic year has not yet come out, but we will continue to consider the continuation of the past plan, and make some individual local modifications under this policy."

Liu Xiang, director of PEAK brand relations, told reporters that diversified marketing is the main strategy of PEAK in recent years. "In addition to asking for celebrity endorsements, it will continue to sponsor some national teams, etc., through this subtle way to enhance consumer understanding of sports and enhance brand recognition."

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< p > "PEAK will focus on the layout of basketball events and become an exclusive sponsor on the NBA field, forming a differentiated marketing category with basketball as the center, tennis and track and field as auxiliary projects."

Liu Xiang said.

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"P > P > a href=" http://www.91se91.com/news/index_c.asp "http://www.91se91.com/news/index_c.asp" > Olympic marketing < /a > intervention mode, one is to win the sponsorship of the Chinese Olympic Committee, Anta has been for two consecutive sessions; the other is to sponsor other national Olympic committees, and at present, the Olympic Committee of more than 20 countries has accepted the brand of the Quanzhou sports brand and confirmed the brand.

Olympic marketing for most domestic enterprises, first of all, we need to find opportunities for differentiation.

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< p > Zhu Guohe, chairman of Tianyuan intelligent industry, concluded that we need to pay attention to the systematic planning of Olympic marketing strategy, including the pre heating, the mid-term explosion and the consolidation stage in the early stage of the Olympic Games.

At the same time, he cited the case of cross-border marketing in 2012 London Olympic Games, and said that we should try more innovative marketing.

"London Olympic Games, integrated marketing is a bright spot, the sporting goods industry around the Olympic Games generated tremendous business opportunities, attracted the attention of other industries.

Using this business opportunity, Anta combined with Procter & Gamble, McDonald's, Hilton Hotel and Erie to create cross-border marketing of "Olympic brand alliance", breaking the boundaries of countries, industries and media channels, and achieved good results. This is worth learning from in the future.

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< p > compared with the international brand, Chinese sporting goods brand is still a "beginner" in the field of Olympic marketing, and there is a clear gap in operational capability, communication and marketing level.

When local enterprises are still seeking to closely associate the brand with athletes and champions, and instilling their respective Championship attributes in the most straightforward form of advertising, foreign giants have long been using the interpretation of sports spirit to influence consumers' emotional resonance to the brand.

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< p > in the Olympic Games on the promotion of local sporting goods brand, the industry is cautious, "marketing is a long-term effect, just like boiling water, requires continuous pay increase to achieve results.

In contrast, the short-term impact is not big, and the performance improvement of enterprises is basically not reflected.

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< p > anyway, for the Chinese sporting goods brand, which has already been on the market of Olympic marketing, if we want to achieve greater results, or at least not let the initial investment go to the drain, the major enterprises still need to follow up later.

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< p > < strong > internationalization process < /strong > < /p >

< p > opening two international and domestic markets is a key issue for Chinese sporting goods enterprises to start the Olympic cycle.

In recent two years, Lining, one of the most embarrassed Chinese sports brands in the domestic market, has begun to expand overseas. Lining has launched online sales in the United States.

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"P" is unique. PEAK has not only set up branches and R & D companies in the United States, but also has franchised stores. Some foreign branches and offices have been established.

In mid July of this year, Anta opened its flagship store in Dubai, the United Arab Emirates, which is the first attempt at chain mode in the Middle East.

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< p > with the successful opening of Anta's first Middle East flagship store, Quanzhou sports brand has launched a new round of internationalization process.

This time, brand output replaced product output, and from China to Southeast Asia, from Europe and America to the Middle East market, the global expansion journey was fully opened.

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< p > Ding Hui, the industry insider, said that in combination with the current development of the sports footwear industry in China, the brand will play a certain role through the opportunity of the Olympic Games. "The Chinese sports brand will take the Olympic Games in the way of sponsoring the foreign Olympic team. The more profound significance lies in the brand internationalization strategy. The marriage of local sports brands and the foreign Olympic Committee can not only rapidly improve the brand's popularity and market share, but its semi public welfare sponsorship can get the local consumers' recognition of the brand."

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< p > Ding Hui also believes that there is no international marketing channel. The most advanced technology products in the world can only become a half sponsors by investing huge amounts of money, so that Chinese enterprises can not fully share the fruits of victory in the Olympic Games, and can not make Chinese enterprises achieve brand internationalization.

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< p > Zhu Guohe said: "Olympic marketing needs to continue, but short-lived marketing strategy can no longer adapt to the development of the times, but also depends on the strength of the brand itself.

For Olympic marketing, any brand has its own understanding, many in order to improve visibility, and strive to internationalize the journey, but not all enterprises have such resources and strength.

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< p > internationalization is a great planning and system. In this long journey, there are still many things to do in Quanzhou enterprises including Anta, XTEP, PEAK and 361 degrees.

Pan Hongyuan, Secretary General of Fujian footwear industry association, also said that Quanzhou's local sports brands are relatively cautious in their internationalization.

"On the one hand, there is still room for the domestic market. At the same time, there is not enough understanding of the foreign market. In the past two years, due to the pressure of inventory, the development space of the sports sector is small, and more and more people are starting to look abroad, but they also try to focus on it."

He said that the way of local brand internationalization is not to focus solely on the output of products, and pay attention to the influence of brands.

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< p > "the success of internationalization depends on the localization of success, localization of talents, localization of research and design, localization of marketing mode, etc., so that the brand can better take root and grow, so as to integrate global resources to serve global consumers and create global brands."

Analysis of the industry.

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