361 Degrees Inchon Asian Games Monologues Spend Billions Of Accused Is Not High Degree Of Concern.

The industry believes that in the current sports sponsorship resources are not many circumstances, the Inchon Asian Games is a relatively good choice of 361 degrees.

But because the competition itself is not very concerned, and relying on sports marketing to boost the brand takes a long time to achieve results, the follow-up return remains to be seen.

Sponsorship invested over 100 million yuan /

It is understood that the Inchon Asian Games to assist the work of the number of volunteers and volunteers, more than 20 thousand people, they are wearing a "361 degree" trademark of the sky blue T-shirt.

According to the worker's daily, although Nike, Adidas or some Korean sports brands had contacts with the Inchon Asian Games, "361 degree is the only company that meets the requirements".

Local media reported that 361 degrees provided sponsorship for costumes and other items of about 12 billion 400 million won for the Inchon Asian Games.

Zhao Fengchu, general manager of the 361 degree brand communication center, learned that in addition to the sponsorship of clothing, 361 degrees also became a prestigious partner in sponsoring 15 million dollars (about 15 billion 500 million won) at the Asian Games in Inchon. This is the only overseas brand of this class.

After the Busan Asian Games in 2002, after 12 years in the international comprehensive competition held in South Korea, the Chinese sports brand finally won the championship.

However, 361 degrees also paid a certain price, converted into RMB, the 361 degree Inchon Asian Games sponsorship has been over 100 million yuan.

Zhao Feng told reporters that although the current 361 degree brand in South Korea has not really opened the market, but the Inchon Asian Games are cross regional, and the influence in the Asian market is relatively large, which is one of the reasons for the 361 degree sponsorship.

In fact, as a local sports brand with more than 7800 stores in China, the 361 degree enthusiasm has been very high in sponsoring domestic and international major events.

In 2010, 361 degree sponsored the Guangzhou Asian Games; in 2011, sponsored the Shenzhen World University Games; 2012 sponsored the Asian Beach Games; 2014 was the equipment sponsor of Nanjing Youth Olympic Committee.

361 degrees to be one of the best.

In this Asian sports event.

In the brand, we didn't see the figures of other domestic brands such as Anta and Lining (4.47, -0.03, -0.67%, and real time quotes), and 361 degrees became the Chinese brand with the sole responsibility for this competition.

However, in the view of the industry, such intercontinental competitions are difficult to compete with international competitions.

Previously, local brands were absent from the London Olympic Games and had lost an important marketing opportunity for local brands.

Zhang Qing, the founder of the key sports Consulting Co. Ltd., told reporters that the 361 degree itself did not have a clear internationalization strategy. "The Asian Games itself has limited attention and has a lot of interference in the whole communication environment, such as Anta as a partner of the Chinese delegation, and the Chinese people are concerned about more Chinese events, so it is estimated that the rate of return on investment will not be as good as expected."

According to the insiders, for the 361 degree, on the one hand, the sponsorship of the Asian Games is an extension of the overall strategy of sponsoring some comprehensive sports activities; on the other hand, it is related to the current resource situation.

"At present, there are not many high-quality sports resources in China, and there are not many choices left for 361 degrees."

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As a carrier and meeting the needs of consumers, sports marketing is regarded by many enterprises as one of the important marketing tactics of international strategy.

In view of the promotion of brand performance by competition, marketing is a long-term effect in the industry. It is necessary to continuously increase the chips to achieve results.

"Sports marketing is not a direct result of immediate investment, and it needs a longer cycle."

Zhang Qing told reporters that at present, China's sports consumption market is undergoing some fundamental changes -- from ornamental to participatory.

"From the perspective of viewing, consumers will pay more attention to professional sports, and from the perspective of participation, running tides are rising."

In his opinion, the sports brand must have its own "base area" in a certain sports area under the premise of getting a certain degree of exposure, but at present, the feature of 361 degrees is not obvious.

However, the industry told reporters that 361 degrees around the Inchon Asian Games sponsorship of some advertising, won some praise in the industry, "this is 361 degrees of commendable place."