Traditional Sports Shoes And Clothing Brand Strength To Speed Up The Promotion Of Sports Industry

All along, traditional sports

Brand is the core pillar of China's sports industry. The Jinjiang sports brand represented by XTEP and noble bird has extended its tentacles to the downstream industry chain of sports events. Its original intention is to speed up the overall layout of the sports culture industry chain upstream and downstream.

In this regard, people in the industry believe that the future competition of sports brand must focus on the competition of sports resources. Whoever can master the right of possession of high-end sports events will have the right to speak in their exclusive sports competitions.

XTEP International Holdings Limited joined hands with Chi Mei to enter the sporting event industry. It was like a blockbuster that shocked the industry.

Prior to this, the company also plans to establish a sports industry fund with tiger tiger (Shanghai) Culture Communication Co., Ltd. (referred to as "tiger sports"). The curve will intervene in all kinds of competitions under the tiger line.

Sports brand focus on sports events in the future

People in the industry say Sports

The future competition must focus on the competition of sports resources. Whoever can master the right of possession of high-end sports events will have the right to speak in their exclusive sports competitions.

"In the past, for sports marketing, XTEP had to spend money on these running events resources, and then put into the corresponding marketing expenses, and now with Chi Mei joining hands, XTEP will also enjoy the bonus behind the event running if it is also invested in running events resources, so why not?" a well-known sports marketing expert said.

A researcher who is familiar with the "bird of honor" has made a clear statement in the interview with relevant media: Tiger sports mainly runs small basketball games, and also participates in many other business competitions. This is the main reason why the company is good at watching the company.

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According to the researchers, the company is pforming the sports industry group, which is keen on events such as sporting events.

For example, the Xiamen marathon race has a profit of several million. If we do several marathons every year, the profit can reach tens of millions of yuan.

In fact, China's sports industry is still dominated by sportswear, footwear and equipment. The listed companies, including Anta, XTEP, Costa cola, PEAK and so on, have formed an industrial cluster. In the future, there will be relatively large investment opportunities in competitions, sports new media, mobile Internet and other fields.

"One thing must be clear: sports operation is the core of sports industry, and sports media is the key to speed up the industrialization of sports.

Among them, sports content resources are the basis of sports operation. Therefore, sports operation and sports media are the key to mining and cultivating brand value of sports events.

Hou Lidong thinks.

Strong and strong join hands in the sports industry chain upstream and downstream

XTEP international and Chi Mei Group signed a memorandum of strategic cooperation. The two sides will set up a joint venture to carry out deep cooperation in the operation of the event, brand promotion, the market development of innovative sports equipment and the layout of the industrial chain.

This also marks the two companies that take the lead in the integration and operation of sports events and sports equipment, and further perfect their respective advantages and jointly complete the overall layout of the upstream and downstream sports culture industry chain.

It is understood that the strategic level cooperation with XTEP is an important step in the development of the new sporting goods consumer market by Chi Mei Group. It is an important part of the two sides in the overall strategic layout of "sports +".

This is an attempt by XTEP to achieve the closed loop business mode in the field of sporting goods marketing.

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It is said that XTEP international has expanded the scope of its sports business through this cooperation. In the future, it will provide seamless one-stop industrial management of products and services, and strengthen XTEP international.

At the same time, it also puts forward sports +, product +,

Integrating into the "3+" change strategy, XTEP international will strongly return to sports in the future, expand the scope of sports business, upgrade its products in a comprehensive way, and become a strategic partner with the Internet platform, and establish a O2O platform to open up online and offline businesses.

As early as the beginning of the year, in order to promote the layout of the sports industry and speed up the development of the epitaxy, the noble bird intends to sign the strategic cooperation framework agreement with tiger tiger sports and build a strategic partnership with Tiger Park Sports. The two sides plan to establish a sports industry fund. The target size is 2 billion yuan, which is set up in two phases. The first phase is 1 billion yuan. At the same time, the company will invest 1 billion yuan into the industrial fund in the next three years, the first phase of which will be invested 500 million yuan.

The announcement indicates that the sports industry fund to be set up will focus on investing in emerging industries and growth firms in China's sports industry, and actively investing in sports industry to make use of new technologies.

The teams and companies around and serving sports consumption will build a new sports environment in China under the new technological environment.

The fund will focus on O2O sports operations, sports training and personal fitness services, intelligent equipment, sports network media and community platforms and other segments.

The company also takes this opportunity to give full play to the role of the capital market and to implement multi category and multi brand combination strategies through investment, acquisition and many other ways, to find a mature and profitable mode of M & a target, to integrate excellent sports industry targets with clear profit patterns, to connect online and offline O2O, and to promote the realization of the goal of sports industrialization group, which is based on the manufacturing of sporting goods and clothing, and coordinated development of various sports industry forms.

In fact, both XTEP and the powerful birds will greatly enhance the control of the development of their own online platforms and offline terminal marketing activities.

"In the future, these sports brands will build sports and media products including professional sports events, interactive marketing campaigns and other platforms, and multi terminal sports media products. Eventually, users will be imported online to form a heavy vertical sports industry ecosystem. Through sports and products interactive pformation, sports products, creative products, tourism products and even intelligent equipment will be sold to form a vertical industrial chain of O2O."

Sports industry veteran Hou Lidong said.