Check The Olympic Marketing Of Quanzhou Brand "Played" In Those Years.

It will be officially opened in Beijing on August 6th. As a major sporting event of global concern, the marketing war between enterprises is also on the verge of attack. The upstream and downstream manufacturers have arrived at the time of the sword.

Over the years, Quanzhou enterprises have launched a series of related marketing activities in addition to sponsoring fees for the Olympic Games. From various angles such as public welfare, culture and hot spots, they have used advertisements, promotions, activities and other means to strive for a brand communication climax in a certain time and space, creating a sensational effect.

In this paper, the Olympic Games

To analyze the Olympic marketing track of Chuanhui enterprise.

The Quanzhou brand sponsorship of the Olympic Games can be traced back to the 2000 Sydney Olympic Games.

That year, Kong Linghui harvested the table tennis men's single grand slam. His "I choose, I like", let the whole nation remember "Anta".

It is reported that at the end of 1999, when Anta signed Kong Linghui, Kong Linghui won the gold medal of the Sydney Olympic table tennis men's singles. Anta also won the fruits of the victory in this big gamble. "This is a huge push for Anta."

Zheng Jie, President of Anta, once admitted that Kong Linghui's success has benefited Anta greatly, which has also become the first huge success case Anta made on the star effect.

With the influence of Kong Linghui, Anta gradually completed the accumulation of brand, and betting on sports stars also made Anta take the first step in the success of Olympic marketing.

Betting on sports stars is still 361 degrees. In 2012 London Olympic Games, Sun Yang broke the fate of Chinese man swimming for 28 years and won the Olympic gold medal in the 400 meter freestyle swimming.

Before that, the success of signing Sun Yang's 361 degree is also a bet success.

"Through long-term observation, we feel that Sun Yang's performance is stable, and at the same time, he has more than ordinary love for swimming and is consistent with our idea of" one more love ".

The 361 degree responsible person said that various reasons contributed to the cooperation between the two sides.

"We are anticipating the success of Sun Yang in London.

Before the Olympic Games, we printed a number of T-shirts that Sun Yang won, and we can buy this commemorative T-shirt in our terminal stores.

The relevant responsible person said.

In fact, XTEP also sponsored Justin Gatlin, a sprinter, at the London Olympic Games to create a "Olympic war boots" for him. The war boots scattered the Chinese elements and reorganized them, and found the fun of running as a declaration of action, which was printed on the London Olympic Games.

"Sponsoring sports stars to conduct Olympic marketing is one of the strategies that many businesses have been using for many years to achieve their" star effect ".

The promotion and dissemination of the marketing strategy is simple, direct and effective, of course, the related cost input is relatively high, and the risk is also great. The sporting goods brand will bet on the Olympic champion before the competition. Once the athlete wins the gold medal, the advertising value and marketing effect will be greatly reduced.

Xu Hanqiang, a senior marketing expert, said.

Interpretation of the Olympic Games, Olympic champion because of its strong social influence and profound cultural connotation of the Olympic Games, has become the media carrier of sporting goods brand marketing.

Olympic champion marketing is also a major event of burning money. The key to success and marketing depends on which athlete the sporting goods brand chooses.

Taking 361 degrees, for example, in the London Olympic Games, 361 degrees before the signing of the Sun Yang, sun Yang Duojin wearing a swimming hat on the intuitive 361 degrees logo, for 361 degrees brought the most direct publicity, 361 degrees through the Olympic champion "Sun Yang" successful marketing, brand awareness rose.

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Olympic champion marketing is a traditional means of Olympic marketing for sporting goods enterprises. It is also a classic means. The success of Olympic champion marketing can rapidly enhance the reputation of sporting goods brand, and the marketing effect is very significant.

However, if the bet fails, the losses will be greater. In order to reduce the marketing risk of Olympic champions, sporting goods enterprises can adopt the method of "not putting eggs in one basket".

For example, in London Olympic Games, Lining adopted a decentralized way of "betting" to sponsor individual athletes and individual sports teams, and sponsored 5 Chinese dream teams, including diving and badminton.

Betting sports stars to enhance brand reputation

In 2009, Anta established a cooperative relationship with the Chinese Olympic Committee (COC).

And the most important thing is that Anta builds the champion dragon suit for the Chinese Olympic Legion.

For the first time, Anta provided the champion dragon clothing for the Chinese Legion at the 2010 Winter Olympics in Vancouver, and then provided dragon clothing for the Chinese Legion at the 2012 London Olympics and the 2014 Sochi Winter Olympics. This year, Anta once again provided the champion dragon suit for the Chinese legion of the Rio Olympic Games.

The core element of "champion dragon clothing" is the traditional Chinese concept of "dragon". The official in charge of Anta said that he hoped to export the essence of Chinese dragon culture to the world through the "champion dragon clothing" worn by Chinese sports delegation, and show the charm of Chinese traditional culture.

Unlike Anta, PEAK puts the focus of Olympic marketing on foreign delegations.

From the 2008 Beijing Olympic Games, the sponsorship of the Iraqi delegation began to sponsor 7 National Olympic teams to the London Olympic Games in 2012, and then to PEAK's signing of the 10 delegations to the Olympic Games in 2016. PEAK's Olympic marketing strategy is becoming more and more mature.

Xu Jingnan, chairman of PEAK sports, said that the number of Olympic delegations signed by PEAK has exceeded that of other Chinese sports brands, and is also the third largest brand in the world to support the Olympic Games.

"2016 is the Olympic year, and PEAK's strategy for the Olympic Games has been opened. In the near future, PEAK sports will bring surprises to everyone in the Olympic marketing."

Xu Jingnan said that as one of China's leading sports brands, PEAK has always made international brands the most important goal.

This year coincides with the Olympic year, and the cooperation with the Palestinian Olympic Committee is an important part of PEAK's implementation of the "Olympic development strategy" and the promotion of PEAK's brand and market internationalization strategy.

In fact, the market has been extended to overseas enterprises very early, and it knows how to use the Olympic Games to expand its brand's international influence and drive overseas sales.

"The sponsorship of these overseas resources is not only to invest in brand level, but also to promote overseas market through effective use."

PEAK sports CEO Xu Zhihua introduced.

In addition to deepening its application, PEAK will also pay more attention to the quality of Olympic marketing resources.

In the past, due to the limited influence of our brand, it was difficult to sign a sports power.

Now, with the expansion of our overseas market, the brand and products have gained more and more recognition. PEAK will also increasingly close to the sports power, so that both brands and sales will have a bumper harvest.

"Europe is the second largest continent after Asia. The demand for sporting goods is huge every year.

Deepening the development of the European market will contribute to PEAK's strategic goal of internationalization. Under the impetus of the European market, PEAK will open the global market in an all-round way.

Xu Zhihua said.

It is one of the regular marketing strategies to support the national sports delegation.

By sponsoring the national sports delegation, enterprises can not only enhance the exposure of brands in the major media, but also enhance the image of the brand internationalization.

For this reason, enterprises can be mobile based.

The cartoons of the "representative personages or teams" in the sponsored national sports delegation are then combed into the scenes and interactive games, so that consumers can participate in and interact with each other, changing the unitary brand communication into two-way interactive interaction, realizing the collision between the brand and the consumers, and enhancing the brand stickiness and reputation.

Of course, we should pay attention to the relevant work such as authorization.