After The London Olympics: The Way For Chinese Sports Brands To Walk

At the London Olympic Games, China

The figure can be seen everywhere.

Anta became the official sponsor of the Chinese sports delegation. Hongxing Erke, PEAK and 31st degree chose another country.

However, what should we do after eye catching?

London Olympic Games are in full swing, and Chinese sports brand can be seen everywhere.

It is understood that in the London Olympic Games, the Chinese sports brand can list a long list: the official sponsor of the Chinese sports delegation sponsors the delegations of South Africa, Iran and Uzbekistan for Anta, Hongxing Erke, PEAK is in cooperation with Algeria and other countries, and the 360 degree partner is the DPRK delegation.

With the sponsorship of the Olympic Games, the path of choosing these brands is not the same.

Anta, who became a partner of the Chinese sports delegation from 2009 to 2012 at the price of 600 million yuan, launched the Olympic strategy from "champion dragon clothing to China dragon flying" early.

Now, "

"With the Chinese delegation's struggle to win the silver, it has been seen in the eyes of people.

Hongxing Erke, PEAK, and 360 degree brands choose to go abroad and choose another way to choose foreign delegations who have gold medal strength in some sports events.

With the full development of the Olympic Games, these brands are expected to attract the attention of the global audience with the help of the sponsorship delegation.

"Packing" sponsorship of national delegations is a common way of sports sponsorship. Selecting strong sports teams or athletes for sponsorship is also an effective means to win eye and win attention.

Lining, the most experienced athlete with the most abundant Olympic sports resources and the most abundant sports resource, focuses on China's top gold winning teams, such as the Chinese table tennis team, gymnastics team, badminton team, diving team and shooting team.

Sports brand sponsorship of the Olympic Games is logical and natural.

Enhancing the brand and stimulating growth through the Olympic platform is the real driving force behind sponsorship.

But the fact is that there is no investment in return, sponsorship is valuable, but return is a variable.

In the highly concentrated stage of the Olympic Games, attracting attention and increasing the opportunity of exposure is an excellent opportunity for the spread of the brand. It is also a good start for the domestic sports brand to expand the international market. What is the problem to do after attracting the eyeballs?

It is understood that at present, most of China's sports brand market is in the country, and there are widespread pressure on order decline, stock increase and profit decline.

How to use effective marketing and service means to turn the high-profile Olympic sponsorship into the sales force of the domestic market and promote the growth of the domestic market is the primary issue for domestic brands to consider.

Moreover, the Olympic Games will eventually be called off. How to combine short-term market stimulation with long-term growth will also test the wisdom of the manufacturers.

According to a survey, 80% of Olympic sponsors did not achieve the desired results, mainly because the follow-up technology, promotion and service work failed to follow up effectively, and they could not strike while the iron was hot.

In the final analysis, the competition of enterprises is not in a hurry.

Only by improving the competitiveness of products can we attract a loyal number of consumers through effective

Only by setting up a good image can we become the king of the market.