More Than 100 Billion Yuan Gold Nuggets Asian Games Sports Giant Whether Fame And Gain?

5 years in Guangzhou, 200 million advertising targets have aroused heated debate in the industry. Coincidentally, on the opening of the 19 Asian Games in Inchon, the camera focused on the Korean star Li Ying who slowly lit the torch. He fell in love with Lee Young-Ae's "361 degree" words. Audience In front of. This is the domestic sporting goods brand 361 degrees first appeared as a senior partner in large-scale sports events outside China, and 361 yuan crazy hit more than 100 million yuan.

The gold medal sponsorship of international sporting events is a springboard for brands to accumulate brand reputation in the international market and to exploit the international market. However, a question that has to be considered is: how to calculate the input and output after huge investment?

　 Sponsorship should not take a single shot, but it will not be seen in the short run.

As a senior partner, 361 degrees gained the right to design, develop and provide staff, technical officials for this event. Volunteer And the torchbearer uniforms, in addition to 361 degrees, integrated the Chinese national swimming team, the Chinese national cycling team competition suit and the Chinese Macao team's outfit.

But are these interests compatible with the input of billions of dollars? In the media communication conference recently, Zhao Feng, general manager of the 361 degree brand communication center, frankly, the sporting goods brand is sponsoring large international events, and the input output in the short term will be very difficult to balance. Like Coca-Cola is a partner of many Olympic Games, its continuous investment needs to pay a high price. "But if you want to be an orderly and sustainable brand, and continue to cooperate with large sports events, you can really enhance the overall competitiveness of the brand in the long run." Zhao Feng Points out.

This point, 361 degrees, has gained the sweetness of sponsoring the Guangzhou Asian Games 4 years ago. Zhao Feng revealed that after the Asian Games, the survey data of the third parties showed that before the Asian Games in Guangzhou, 361 degrees of brand awareness was 10 people, 7 people knew 361 degrees, but after sponsoring the Asian Games, the brand awareness increased to 10 people, 9.3 people were aware.

This is also the main reason for directly touching 361 degrees after the Asian Games in Guangzhou, which decided to sponsor the Inchon Asian Games again.

Although input-output is difficult to balance in the short term, how to maximize the sponsorship effect is a pretty good accounting for the brand. "The most important thing is whether the enterprises can identify these sports events and brand ideas in common, so that the effect of sponsorship can be superimposed and qualitatively changed." Zhao Feng thinks.

In fact, in this sponsorship, 361 degrees do have some "creative" ideas. "You broke the Asian record in the last Asian Games. It's amazing! But that record has been broken by me! This year, in Inchon, we will win the game." This is the new advertisement of Sun Yang, the famous Chinese swimmer, released at 361 degrees. Sun Yang is talking about the original speech of Park Tai Hwan, a famous Korean swimmer.

Although consumers have different opinions about advertising, some people think Sun Yang is too arrogant. Some people think that competitive sports require self-confidence and hegemony. But Sun Yang's personality expression really fits the aspirations of many 361 degree core consumer groups. Zhao Feng points out that this controversial advertisement has attracted 361 young people's attention.

　 Talent bottleneck behind internationalization

Although Zhao Feng frankly, the sponsorship of the Inchon Asian Games was finalized after sponsoring the Guangzhou Asian Games in 2010, when there was not much consideration about accelerating internationalization.

But now, 361 degrees has quietly launched the international market. The pace of internationalization of domestic sporting goods brands is accelerating.

Reporters from 361 degrees this year's China Daily reported that in the first half of this year, its turnover increased by 4.6% to 2 billion 90 million yuan. Among them, the overseas market achieved 21 million 793 thousand yuan sales, accounting for 1.1% of the total turnover. 361 degrees has been sold in a number of Middle East, South America and Southeast Asian countries. As of June 30, 2014, 39 stores have been opened.

From the proportion of total turnover, PEAK is the highest proportion of sporting goods brands in China. Reporters from PEAK's semi annual report, although the first half of this year, PEAK's overall sales fell 10% to 2 billion 613 million yuan over the same period. But its overseas market sales grew against the trend, up from 388 million yuan in the same period last year to 532 million 600 thousand yuan, accounting for 20.4% of the total revenue.

However, such overseas market sales performance still has a very big gap with the international brands such as Nike and Adidas in the international market.

Internationalization is still a subject for domestic sporting goods enterprises to study. "For different countries and regions, from design, research and development must be based on the aesthetics of the land. "Zhao Feng thinks.

There are obvious differences between the domestic market and the international market in the expansion mode. Compared with domestic sporting goods brands in the domestic market, mostly in the form of exclusive stores, Zhao Feng pointed out that the overseas market mode should be more diversified. "Shop opening is just one of the models. After all, sporting goods in overseas markets will appear in stores and other channels, and products will be subdivided into running shoes areas and basketball products areas." Zhao Feng believes that the domestic sporting goods brand should explore the international market, and the mode of cooperation should be diversified, so as to adapt to the core form of national channels.

Behind these problems, Zhao Feng believes that the key difficulty lies in talents. "To find people who understand the local culture and business environment." In view of this, the 361 degree attitude in overseas market expansion is also very cautious. "We are making reserving of talent, doing research on the local business environment and exploring how to dock with its commercial channels." Zhao Feng revealed that in 2015, 361 degrees overseas will enter a substantial growth period, and 361 degrees will increase investment and speed up the pace of expansion.

According to its semi annual report, 361 degrees has been exploring the possibility of expanding business to Brazil and the United States.

　 Peak

In the first half of this year, PEAK's overall sales fell 10% to 2 billion 613 million yuan over the same period. But its overseas market sales grew against the trend, up from 388 million yuan in the same period last year to 532 million 600 thousand yuan, accounting for 20.4% of the total revenue.

　 361 degrees

In the first half of this year, its turnover increased by 4.6% to 2 billion 90 million yuan. Among them, the overseas market achieved 21 million 793 thousand yuan sales, accounting for 1.1% of the total turnover. 361 degrees has been sold in a number of Middle East, South America and Southeast Asian countries. As of June 30, 2014, 39 stores have been opened.