Sports Brand Restarts To Break Through The Olympic Games

The London 2012 Olympic Games opened on the 28 th. The 17 day event is expected to attract the attention of billions of people around the world.

There is no doubt that Olympic marketing has become more and more important.

An important means to enhance self worth.

Therefore, the major sports brands in China are also complacent and ready to make full use of this opportunity to expand their sales performance and enhance their brand awareness.

2012 what opportunities will the London Olympic Games bring to China's sports brands that are facing pressure from inventory, channel and other aspects? What are the resistance of local sports brands to take the opportunity to "reintegrate"? How can we break through the brand and make a beautiful comeback?

Olympic marketing provides a good opportunity for the development of Chinese sports brands.

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.

Most famous domestic sports brands including Lining, Anta, PEAK, PEAK and so on are increasing in both the absolute amount of stock and the number of stocks. High inventory has become an unbearable burden for sports enterprises.

To really get out

The most urgent thing to do is to enhance brand value, correctly analyze market trends, expand market share and even make a big cake from the industry as a whole.

Olympic marketing is an opportunity for domestic sports brands to break through the marketing predicament, effectively leveraging the London Olympic year or promoting the whole industry's consumption desire and reversing the stock crisis of sports enterprises.

Chinese sports brands compete for the London Olympics, giving industry enterprises the chance to set up their brand image worldwide. For Chinese sports brands, this is an excellent opportunity to show up internationally, and it will also drive the domestic market.

Not only that, it can also change the image of China's sports brand, so that people can no longer stop the impression of Chinese brands only on Shanzhai and low quality, and strive to show the excellent quality and price advantage of Chinese brands to the international market.

According to the theory of market place in the "three dimensional marketing theory - the road to build a strong brand with low cost", I believe that domestic brands have become the trend of the world to reduce the risks of operation and to internationalize global market opportunities.

In recent years, with the domestic sporting goods market becoming saturated and the overall market growth limited, some domestic sports brands have begun 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 develop 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.

The risk of Chinese sports brand in London Olympic Games

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. Besides, the influence of the 1 billion 300 million Chinese patriotic feelings on the successful Olympic marketing of the local sports brands is removed from the Beijing Olympic Games' local operations. This Olympic marketing can not fully refer to the Beijing Olympic Games.

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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.

At the same time, for Chinese sports brands, they are also newcomers in the event marketing field like 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 operation of major international events and events. Compared with the internationally famous sports brands, there is a certain gap in operational capability, communication and marketing level. The financial input of international marketing activities is huge, and manpower, material resources and other resources allocation need to be invested greatly. If there is no convergence, the risks will be lost.

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Adapting to the trend of the times and socialized new media will help to break through effectively.

Although London Olympic marketing is a game for 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 London Olympic Games marketing competition.

In the past few decades, television has been the most important medium for the overwhelming majority of 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 socialized marketing theory, which is based on the author's original course "network marketing actual combat -- how to make a strategic breakthrough through Internet marketing", with the popularity of social media such as social networking, micro-blog and so on, everyone can become news reporter and information disseminator and participant.

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 the state-owned sports brand to break through the London Olympic Games by socialized new media, introducing the social media trend into the Olympic marketing, attracting more public participation in the interaction with the brand, and deepening the goodwill of the brand.

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 display on the terminal store, a series of Olympic theme promotions, roadshows and other activities have been integrated and coordinated in line, online and offline, so as 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 the application of the all journalists' group through Renren and the four major portals micro-blog platform, invite hundreds of millions of netizens to comment on the venue and share the wonderful London together to witness the global prosperity of this year.

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.

The netizens who participate in the national press corps can also make a customized newspaper for the whole people, and make newspaper reports of their own interest events, and use micro-blog to show them.

361 degrees found the combination of brand and Olympic spirit, ingeniously integrated the brand spirit of "one more love" into activities, and made use of a broad social media platform to make the brand spirit of 361 degrees more widely spread.

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 various marketing methods such as socialized new media, it will undoubtedly greatly enhance the probability of brand success in London Olympic marketing breakout.