What Did The London Olympic Games Bring To China'S Sports Brand?

2012

Today's official closing ceremony, the 17 day event attracted the attention of billions of people around the world.

The major sports brands in China make full use of this opportunity to expand sales performance and enhance brand awareness.

What opportunities does the London Olympic Games bring to Chinese sports brands facing inventory, channel and other pressures? What are the resistance of local sports brands to take the opportunity to "rally"? How can we break through the brand and make a beautiful turnover? As a brand and network marketing expert who focuses on research and service enterprises, Liu Jack will discuss with the readers about the theme of Olympic marketing of Chinese sports brands.

London opportunities for Olympic marketing

In recent years, China's local sports enterprises have been depressed by the pressure of inventory and the pressure of channel expansion and so on. The speed of opening up shops has slowed down obviously. The traditional marketing means that rely on the continuous opening of shops and increasing profits seem to have come to an end.

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Most of the famous domestic sports brands, such as Anta, PEAK, PEAK and so on, are increasing in absolute amount or stock days. High storage has become an unbearable burden for sports enterprises.

To really get out of the haze of inventory backups, it is imperative to enhance brand value, analyze market trends correctly, expand market share and even make a big cake from the industry as a whole.

After consolidating the local base market, domestic brands have become the trend of the times to reduce operational risks, grasp global market opportunities and internationalize.

In recent years, with the domestic sporting goods market nearly saturated and the overall market growth limited, some domestic sports brands began to try to expand overseas, expand the world market, and take the road of brand internationalization has become the inevitable choice for local sports brands to break through the bottleneck at this stage.

Using the opportunity provided by the Olympic Games to establish partnerships with foreign Olympic delegations is a precious opportunity for every Chinese brand to open up new markets for its own development.

The cooperation between the local sports brand and the foreign Olympic team or the Olympic Committee can not only rapidly enhance the brand's popularity and market share, but also get the local consumers' recognition of the brand.

Whether or not the final solution can really solve the existing problems will push China's sports brand on the road of internationalization.

Unlike the Beijing Olympic Games, the London Olympic Games lack home advantage for local brands.

Although the London Olympic Games is a rare opportunity, there are still some risks for local sports brands to take the opportunity to "reintegrate".

We should see that there are many differences between the London Olympic Games and the Beijing Olympic Games. There are great differences between the host countries in all aspects.

The Olympic marketing can not fully refer to the marketing strategy of the Beijing Olympic Games.

Compared with the past, the attitude of Chinese brands should be more modest and more cautious. This is a strategic game between brave people. It needs the courage and wisdom of enterprises.

Risk of Olympic Games

For Chinese sports brands, they are new in the field of event marketing, such as Olympic marketing.

This is their second collective attack after they tasted the sweetness of the Beijing Olympic Games.

The vast majority of Chinese sports brands have little experience in the marketing of large international events and events, and there is a certain gap in operational capability, communication and marketing level compared with internationally famous sports brands.

International financial activities involve huge financial input, huge investment in manpower, material resources and other resources allocation. If they fail to connect well, they will eventually outweigh the risks. These risks are genuine and genuine.

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It is the game of the brave, but the development of the market indicates that "foolhardy" can no longer achieve success. Only by finding the right direction and following the trend, can the brand take the dominant position in the marketing of the London Olympic Games.

In the past few decades, television has been the most important medium for most people to feel the Olympic Games.

However, this situation seems to be changing quietly.

Although only four years apart, the London Olympic Games are facing a very different era compared with the Beijing Olympic Games. This is a multi screen era of mobile phones, tablets and other terminals. This is an era of Internet video, micro-blog and SNS.

More and more people are enjoying the Olympic Games in real time through the Internet. The Olympic Games and the Olympic Games are attracting more and more attention.

According to the theory of social marketing, with the popularity of social media such as social networking and micro-blog, everyone can become a reporter and disseminator and participant of sports news.

The change of marketing environment makes socialized new media become a sports brand that can not be ignored in Olympic marketing.

Therefore, it is one of the effective ways for Chinese sports brands to break through the London Olympic Games by socialized new media, introducing the trend of social media into Olympic marketing, attracting more public participation in the interaction with brands, and deepening the goodwill of the brand.

The power of socialized new media

As the leading brand of China's sporting goods industry, although Anta had earlier delegate the sponsorship of the Chinese sports delegation to the London Olympic Games, Anta, the creator of the champion dragon clothing, did not ignore the trend of social media.

Anta immediately used the power of social new media to launch a new Anta Olympic promotional film starring many Olympic champions, and expanded the communication effect by using the network platform. At the same time, with the help of micro-blog and other new media forms, it actively launched online interaction with users.

In line with the Olympic Theme Exhibition on the terminal store, Anta uses a series of Olympic theme promotions, roadshows and other activities to achieve the integration of online, offline, and collaborative efforts, and strive to maximize the marketing effect.

In recent years, the rising domestic sports brand 361 degrees also used the social media platform to launch a series of Olympic marketing combinations when the London Olympic Games arrived.

In today's era of everyone from the media, 361 degrees launched the "national press corps" activities, giving every netizen a chance to voice.

Netizens can synchronize with the "all journalists' group through Renren and the four largest portal micro-blog platform, invite hundreds of millions of netizens to comment on competitions and share the wonderful together to witness this year's global sports prosperity.

As long as netizens join Sina micro-blog's "national press corps", they can display a unique logo behind their username and get a press card from the "national press corps".

Netizens who participate in the "press corps of the whole people" can also make a customized newspaper for the whole people, and make newspaper reports of their interest in sports events, and display them with micro-blog.

361 degrees found the combination of brand and Olympic spirit, and integrated the brand spirit of "one more love" into the activity. With a wide social media platform, the brand spirit of 361 degrees was more widely disseminated.

To sum up, the Chinese sports brand collectives are facing the challenge of reversing the stock crisis, enhancing the image and opening up new markets. The upcoming London Olympic Games is undoubtedly an excellent opportunity for a Chinese sports brand that is eager to get out of the predicament, but the risks remain.

In such a brave game of Olympic marketing, "foolhardy" has been unable to achieve success. Facing the very different era and marketing environment four years ago, domestic sports brands need to adapt to the trend of the times to adjust their integrated marketing strategy, and by leveraging social marketing of new media and other marketing tools, it will undoubtedly greatly enhance the probability of brand success in London Olympic marketing breakout.