Shoe And Clothing Enterprises, Who Are The Winners Of Olympic Marketing?
Olympic marketing has always been a big gamble.
The Chinese sports delegation, starting from the 2000 Sydney Olympic Games, surpassed Germany in the gold medal list and medal list. In 2004, the number of gold medals in the Athens Olympic Games surpassed Russia in the second place, and directed the United States.
However, in the fierce competition of sports goods, Chinese brands have not yet surpassed foreign brands in the local market.
Li Ning Co has been pressed by Adidas for 1 billion 300 million years as Adidas sponsor of the Beijing Olympic Games for 3 years. Recently, it has finally struck the lead and ignited the Olympic torch's effect.
And in competing for bet gold medals, more intense fighting began.
Adidas 1 billion 300 million "overturned" Lining, three years ago, Adidas in Germany, with a sponsorship fee of 1 billion 300 million yuan, overwhelmed the Li Ning Co, which has sponsored the Chinese sports delegation to participate in the four Olympic Games, and became a sponsor of the Beijing Olympic Games.
This means that the Chinese athletes who won the medals of the Beijing Olympic Games will stand on the podium under the gaze of the world, wearing the German brand award dress.
In fact, Adidas has paid about $100 million in cash and sponsorship for partner rights.
The company will provide clothing for athletes, volunteers and technical officials, and will sponsor interactive online games with several Chinese athletes.
The problem facing Adidas is that although it has become the official clothing partner of this Olympic Games, Nike has more spokesmen for top athletes.
Nike is taking another route. Its core is still sponsoring a specific athlete. If these athletes win the game, Nike will get a bigger return.
At present, there are about 20 thousand to 2.5 enterprises in China engaged in the production of sports goods and equipment, and the developed Chinese manufacturing industry is also producing for international famous brands.
The World Sporting Goods Federation released data last year that "made in China" accounts for more than 65% of the global market.
A Harvard Business School study in 2006 estimated that Nike, Adidas and Lining three brands accounted for 16% of the mainland's sporting goods market share, while about 20 other international brand contracts accounted for 10%, while Anta and other domestic brands accounted for only 10% of the total.
Among them, Nike's stores in mainland China expand by nearly 500 new stores every year, and plan to increase from 2500 to 3400 in 2008.
Adidas will also increase from 2800 to 4000, and will further expand to 5000 by 2010.
Its acquisition of Reebok is also expanding at the rate of 200 to 250 new stores a year.
Japanese brands favor China's sporting goods market. Japanese sporting goods manufacturers are opening up and expanding stores in the mainland with huge market potential in order to enhance their popularity and strive for Chinese consumers.
By the end of 2006, the Japanese Mizuno Corporation (once sponsored the Chinese volleyball team) signed a sponsorship contract with the Chinese table tennis team.
In June last year, the company invited four Chinese famous men, including men and women singles, ranked first in the world, including Wang Liqin and Zhang Yining, to visit the company headquarters in Osaka, and tailored their respective sports shoes according to their technical characteristics.
According to Mizuno Corporation's projections, the sporting goods market in mainland China will reach 300 billion yen in 2008, close to five times in 2003.
More importantly, the Chinese sporting goods market will continue to grow at a rate of 20% to 25% every year after the Beijing Olympic Games.
Other Japanese brands, such as Desanto, also signed all sponsorship contracts with the Chinese swimming team to the 13 Swimming Championships of the Beijing Olympic Games in 2006 to publicize the Arena of its swimsuit brand.
The sponsorship contract between Zett and the Chinese baseball team was extended from 2006 to 2012.
Enze and Anta were not the Olympic Games Anta's Oriental sporting goods company (2020) founded by Mr. Enze in 2001. From the beginning, they took the middle and low grade route, locking the target group of more than 400 million primary and middle school students in China, and rapidly expanding into the second largest domestic brands after the market share of Lining.
However, China's local sports brand XTEP International (1368) and Anta obviously did not suffer from the "Olympic effect". In August 11th, Enze closed down 20.8% and 3.3% respectively.
Expert analysis indicates that although the middle and low grade market can occupy a certain market space, the way of joining the chain can not build an advantage in terms of innovation and competition.
At the same time, middle and low grade brands generally lack obvious product characteristics and market segmentation, so it is easy to catch up with many new brands.
Nike and Adidas are both technological leaders of world sports products.
For example, Nike's "flying Jordan" basketball shoes mainly display the air technology comprehensively, while Adidas has more than 700 products of the international patent.
On the contrary, the technological innovation strength of China's domestic brands is weak, and the R & D of most enterprises is in an imitative stage.
In addition, domestic brands rely mainly on endorsements of movie stars, but advertising content is often too exaggerated, and stereotyped, and lack of connection with sports, can not highlight the brand image.
Official support for the rapid rise of Li Ning Co, Lining is China's first domestic sports brand, founded and named by "gymnastic Prince" Lining, who won 106 gold medals in Chinese and foreign competitions in 1980s.
Through Lining's status and personal connections in China's sports circles, he has sponsored Chinese sports delegations to participate in large international games and competitions many times, thus establishing the authority that other domestic brands can't afford.
In fact, the rapid rise of Li Ning Co partly implies the official support of the Chinese government.
It can be said that without official support, it is very difficult for Li Ning Co to grow so fast and smoothly into China's first sports brand.
"From the 1990 Asian Games in Beijing, the Chinese sports delegation, including the next four Olympic Games, was playing in the" Lining "sports uniform, thus laying the status of China's first sports brand.
The General Administration of sport of China has compensated him for material reasons.
Singapore's Lianhe Zaobao reporter Li Qihong said that from Lining's venture to the Olympic torch bearer, it shows its official influence behind.
"There is no greater glory than the lighting of the Olympic flame at the opening ceremony of the Beijing Olympic Games. This is the highest affirmation of the Chinese government's dedication to Lining."
Lining, who failed to win the sponsorship of the Chinese Olympic delegation, quickly signed a contract with CCTV, China, which sponsors all the anchors and journalist costumes of the Beijing Olympic Games, and the four most promising national teams to sponsor Chinese table tennis, shooting, diving and gymnastics to consolidate the high visibility in front of the domestic TV audience.
Lining has tried to open up overseas markets. Li Ning Co has also been sponsoring foreign teams and sports stars in recent years, trying to go abroad to open up overseas markets.
Sponsored by the last Olympic Games, the French national gymnastics team has sponsored the Vietnam national football team, the Argentina national basketball team, the Sultan national track and field team, and the Swedish and Spanish sports delegations participating in the Beijing Olympic Games.
Li Ning Co also signed a contract with the US NBA star center "shark" O'neal as the Advertising Spokesperson of Lining basketball shoes.
However, Li Ning Co has also gone through some detours.
For example, in the early days, the company entered the Chinese market with medium priced sportswear and shoes and socks, and was quickly supported by domestic consumers. Later, it extended to tie and suit trousers, which made the brand image once vague.
At the same time, in order to meet the needs of the mass market, Li Ning Co also hired actress Qu Ying to represent fashion casual clothes, which changed the brand image of bodybuilding, strength, pcendence and success, becoming feminine and fashionable.
Hung Xing Erke bet on the first Olympic gold medal to win the battle against the gold medallist.
In particular, the competition for "first gold" is most intense.
On the first day of the Beijing Olympic Games, the women's 10 meter air rifle and the women's weightlifting 48 kilogram class competition were held in the morning, and several Chinese players were expected to win gold.
Behind the athletes are a group of more nervous people -- the sponsors of the shooting team and the weightlifting team.
They sniffed the great interest that came from the first gold medal and focused their attention on the shooting team or weightlifting team, which is expected to win the first prize.
The women's 10 meter air rifle competition starts at 8:30 a.m., and after 1.5 hours, the women's weightlifting 48 kilogram class competition will also officially start.
Behind the shooting team is Lining, SKYWORTH, Wuliangye, Huarun coatings, nine foods and good eyesight six big companies, they bet the shooting team may be the identity of "beauty shooter" Tully's stability, may also be optimistic about fame and strength of Zhao Yinghui's explosive force.
But the "double insurance" arranged by the firing team is not entirely reassuring, and is worried about shooting the "easy to be interfered" malady. Nike and Hongxing Erke are the two major businesses to turn to China weightlifting team.
Chen Xiexia, the woman who played the final of the 48 kilogram final, was the only woman to win the gold medal of the weightlifting ace in Athens.
Lining, SKYWORTH and other six big manufacturers have taken the lead in choosing the first popular shooting team, and Nike, Hongxing Erke, who is famous for their keen sense of smell, is gambling on a "in case".
Wu Rongzhao, vice president of Hongxing Erke group, said: "we hope to use this news point to increase our brand awareness.
You know, 1 billion 300 million Chinese are waiting for this gold medal. "
To this end, Hongxing Erke will be 17% of the annual sales amount in the first gold.
Last year, Hongxing's sales were 2 billion yuan, and the sales performance of this year is expected to be over 2 billion 600 million yuan.
According to this calculation, Hongxing Erke's 2008 Olympic marketing budget is nearly 400 million yuan.
In the domestic sports brand market, Hongxing Erke has been in the front line, but compared with Lining, Anta, XTEP and so on slightly insufficient, the huge "Olympic service" has obvious overturn for Hongxing Erke.
For Beijing Olympic Games, Nike is ready.
Charlie Danson, President of Nike brand global, said: "this is an excellent opportunity for Nike brand promotion."
As the largest local sporting goods manufacturer in China, the 2008 Olympic marketing is more unusual for Lining. He signed the sponsorship agreement for shooting, diving, table tennis and gymnastics four big Chinese dream teams, and the first gold is undoubtedly the most valuable bet.
According to the Harvard Business School Survey, Nike and Lining are now eating 21% and 17% of the Chinese market, and they are fighting each other in the first tier to the three tier cities.
A "gambling weightlifting", a "gambling shot", in the struggle for "first gold", Nike and Lining are "irreconcilable".
Behind the competition of "first gold", SKYWORTH, a household appliance giant, also riveted its strength. With its investment in the national flying saucer shooting team, two sponsorship projects made SKYWORTH spend hundreds of millions of dollars.
In fact, the 2008 Olympic Games is an excellent opportunity for the development of flat-panel televisions. According to the industry's forecast, this year's flat-panel TV market is expected to jump from 8 million to 15 million.
Hosting the Olympic champion is the main battlefield after the games. The Olympic Games is an awesome "money making machine".
For enterprises, Olympic marketing has always been a big gamble.
Take Coca Cola Co as an example. In 1992, Coca-Cola spent $33 million to become an Olympic TOP sponsor. Only 12% of the audience recognized their sponsor status, and 5% even thought Pepsi Cola was the official sponsor.
Of course, if successful, the result will be quite substantial.
Samsung's earnings growth rate has been growing rapidly during the sponsorship of the Olympic Games, thanks to Olympic marketing.
In 1988, the Seoul Olympic Games increased revenue by 27%; in 2000, the Sydney Olympic Games increased its revenue by 36%; in 2004, Samsung sponsored the Athens Olympic Games, and the revenue increased 26%.
For the enterprises who gamble for Olympic marketing, the Beijing Olympic Games will inspire a great battle in Asia.
According to past experience, when Chinese athletes achieve good results in the Olympic Games, especially those who win gold medals, there will be many enterprises scrambling to provide huge sponsorship fees for their individuals and their institutions and teams.
For smart enterprises, this is also a good opportunity to publicize brands.
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