3100 Degrees To Spend Billions Of Dollars Sponsoring Inchon Asian Games "Single Pick" Event Marketing

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The popularity of big events has become one of the most popular marketing methods in the industry.

At the seventeenth Asian Games, which was opened in Inchon, Korea, the sports brand of China has gained enough attention.

According to reporters, as the only sports brand sponsor of the Asian Games, 360 degrees provided about 12 billion 400 million won clothing and other items.

In addition, it has become a "prestige partner" (PrestigePartner) with a sponsorship of US $15 million (about 15 billion 500 million won).

Translated into Renminbi, the 361 Inchon Asian Games sponsorship has been over 100 million yuan.

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

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.

Over 100 billion yuan in sponsorship

It is understood that Inchon Asian Games to assist the work of personnel and

Over 20 thousand people, all of them wore a sky blue T-shirt with "361" logo.

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

South Korean local media reported that the 31st degree provided a sponsorship for costumes and other items of about 12 billion 400 million won for the Inchon Asian Games.

Yesterday, reporters from the 361 brand communication center general manager Zhao Fengchu learned that, in addition to the sponsorship of clothing, in the Asian Games in Inchon, 361 has also become a sponsor of 15 million dollars (about 15 billion 500 million won) above the "prestige partner", this is the only overseas brand.

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,

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

Zhao Feng told reporters that although the 361 brands haven't really opened the market in South Korea yet, the Inchon Asian Games are cross regional and relatively influential in the whole Asian market, which is one of the reasons for the sponsorship of the 361.

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

In 2010, 361 sponsored the Guangzhou Asian Games; in 2011, it sponsored the Shenzhen world college games; in 2012 it sponsored the Asian Beach Games; in 2014 it was the equipment sponsor of the Nanjing Youth Olympic Committee.

360 degrees become a unique talent.

In the sponsorship brand of Asian sports events, we did not see the figures of other domestic brands such as Anta and Lining, and 361 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 361 does not have a clear international strategy in itself. "The Asian Games itself has limited attention and has a lot of interference in the whole communication environment. For example, Anta is a partner of the Chinese delegation, and the Chinese 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, 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."

Taking sports as the 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, 361 of this feature is not obvious.

However, the industry insiders told reporters that 361, some advertisements around the sponsorship of the Inchon Asian Games have won some praise from the industry. "This is the 361 point to be noted."