In 2008 Beijing Olympic Games, Chinese manufacturers shined brilliantly. Among the five major players in the Olympic Games, there were Chinese companies, and nearly 40 companies participated in the sponsorship. In the 2012 London Olympic Games sponsorship battle, if there is no Hong Kong from Taiwan and Crystal Rock from Beijing, Chinese companies will almost disappear in the London Olympics sponsors list. This was at the doorstep four years ago, and it was simply not possible for Chinese companies to join the tide of Olympic Games sponsorship. Once the list of sponsors was announced, there were many opinions in the domestic media. Some people think that the wave of sponsorship of local manufacturers in the Beijing Olympic Games was a passionate move by the host. They did not receive the marketing effect they deserved and they were disappointed with the marketing of the Olympic Games. Some people said that Chinese manufacturers are going crazy. The rush to sponsor seats to exit the war in a rational way is a manifestation of collective progress. Some people also say that Chinese companies are annihilated in front of high threshold sponsorship conditions.
Regardless of the overall performance of Chinese brands in the sponsor competitions of the London Olympic Games, regardless of whether the Chinese brands have lost their enthusiasm for the marketing of the London Olympics, as the local sports brand, the four-year Olympic Games are still closely related to the brand fate. Forever is the battleground of the sports brand marketing war. Although there are no Chinese sports brands in the list of sponsors at all levels of the London Olympics, they are not without a thing to do. In fact, the native sports brands led by Li Ning and Anta have already started the Olympic marketing slot battle.
Beijing Brilliant How to copy the 2008 Beijing Olympic Games is the first intimate contact between Chinese local sports brands and the Olympic Games. In the international event held at the front door of this house, the performance of Chinese sports brands is remarkable, and after the Olympic Games, they also ushered in collectively. The heyday of sports brand development.
How much economic boost can the Olympic Games bring to sports brands? How much can you do to enhance your brand image? After the Beijing Olympic Games ended, the sporting goods industry truly saw the tangible benefits that Olympic marketing brought to sports brands.
In 2008, the revenue of Li Ning Company increased by 53.8% year-on-year to RMB 6.69 billion, and the profit attributable to equity holders increased by 52.3% year-on-year to RMB 721 million. Li Ning’s own performance for 2008 was mainly attributed to the Beijing Olympics: “The Beijing Olympic Games is undoubtedly the focus of 2008. The Group successfully seized this historical opportunity once in a century to implement our integrated marketing strategy to enhance the Group’s brand value. Made a great contribution."
The Olympic Games can bring more far-reaching economic benefits to sports brands, and it has a far-reaching impact on the perception and favorability of consumers in China and even the world. It has even more influence on brand image promotion and brand communication. Far-reaching. Although Adidas is the sole sports brand sponsor of the Beijing Olympic Games, Li Ning is the most prominent player and became the biggest winner of the year.
When Li Ning walked in the air with the Olympic flame around the bird's nest and finally lit the main torch tower of the Beijing Olympics, people knew that the word “Li Ning†was already more than just a logo of a sports brand in the minds of the world’s consumers, but represented China. People's sports spirit and even national quality.
After the Beijing Olympics, Li Ning seems to have become a representative of the Chinese people's national self-esteem and cohesiveness. In 2008, the brand's popularity and reputation have risen to a new height. The brand culture has also been achieved with Chinese sportsmanship and national cohesion. sublimation.
In such an international event with unprecedented national cohesion and closeness, if it is carefully operated, the brand can not only increase the popularity and economic benefits, create a classic brand story, and even rewrite the status of a brand's industry.
The bewildering game of the brave was affected by the international financial crisis. The rise in fabric raw materials, the increase in labor costs, and the increase in shop rents plagued the entire garment industry. The Chinese apparel industry was in cold weather overall and sporting goods were not spared. The shadow of massive layoffs, reductions in storerooms, and slower growth have been shrouded in local sports brands. After experiencing a golden period of rapid growth, sports brands collectively entered the cold winter. The Li Ning Company's annual report in 2011 showed that the company achieved operating revenue of 8.92 billion yuan for the full year, a decrease of 500 million yuan over the previous year. In addition, according to the annual reports of companies such as Anta, 361° and Peak, their growth rates have slowed down significantly.
The rapid development in the past decade has accelerated the pace of sports brands without any scruples, and the number of stores has expanded too quickly. For a time, sports brands are rushing to compete in the era of “ten thousand stores,†bringing with them not a new brand operation. Small pressure. “The era of sports brands relying on open stores to achieve sales growth has ended, and this development method is not sustainable. With the increase in the number of stores opened, the marginal efficiency of single brand sports shops has decreased, and the efficiency of single stores has declined. In recent years, the number of sales has increased frequently. Store rents have further reduced the profitability of the brand. In addition, inventory issues that have become so significant that they cannot be ignored have always been thorny problems for sports brands, said Zhang Zhiyong, CEO of Li Ning.
Chinese sports brands are collectively faced with the task of deepening their channels, enhancing their image, and reshaping their brand culture. At this time, they ushered in the Olympic Games in the world of sports. The upcoming Olympic Games in London will be as effective as sporting goods companies that are eager to extricate themselves from difficulties. Regardless of which company will not take it lightly and measures are appropriate, performance is expected to rebound. If the performance is better, it is not impossible for the entire industry to take a turn for the better.
The London Olympics marketing slot battle has already been drawn, and Li Ning, Anta, 361°, Peak, and Hong Keer are almost all of China's first and second line sports brands. Some choose the frontal battlefield to show their determination, and some have their own way to hope for success. For Chinese sports brands, they are better than international big names or newbies in event marketing. This time, they were the second collective attack after they tasted the sweetness in the Beijing Olympics.
However, this Olympic marketing can not fully refer to the marketing strategy of the Beijing Olympics. London and China have a time difference of 8 hours. The host country has great differences in all aspects. Compared with before, Chinese brands are more humble and more cautious. Although the London Olympic Games may not necessarily be the life-saving straw for local sports brands, this once-in-a-year high-stakes game still arouses strong interest. This is A strategy game between brave players is more courageous and intelligent.
Regardless of the overall performance of Chinese brands in the sponsor competitions of the London Olympic Games, regardless of whether the Chinese brands have lost their enthusiasm for the marketing of the London Olympics, as the local sports brand, the four-year Olympic Games are still closely related to the brand fate. Forever is the battleground of the sports brand marketing war. Although there are no Chinese sports brands in the list of sponsors at all levels of the London Olympics, they are not without a thing to do. In fact, the native sports brands led by Li Ning and Anta have already started the Olympic marketing slot battle.
Beijing Brilliant How to copy the 2008 Beijing Olympic Games is the first intimate contact between Chinese local sports brands and the Olympic Games. In the international event held at the front door of this house, the performance of Chinese sports brands is remarkable, and after the Olympic Games, they also ushered in collectively. The heyday of sports brand development.
How much economic boost can the Olympic Games bring to sports brands? How much can you do to enhance your brand image? After the Beijing Olympic Games ended, the sporting goods industry truly saw the tangible benefits that Olympic marketing brought to sports brands.
In 2008, the revenue of Li Ning Company increased by 53.8% year-on-year to RMB 6.69 billion, and the profit attributable to equity holders increased by 52.3% year-on-year to RMB 721 million. Li Ning’s own performance for 2008 was mainly attributed to the Beijing Olympics: “The Beijing Olympic Games is undoubtedly the focus of 2008. The Group successfully seized this historical opportunity once in a century to implement our integrated marketing strategy to enhance the Group’s brand value. Made a great contribution."
The Olympic Games can bring more far-reaching economic benefits to sports brands, and it has a far-reaching impact on the perception and favorability of consumers in China and even the world. It has even more influence on brand image promotion and brand communication. Far-reaching. Although Adidas is the sole sports brand sponsor of the Beijing Olympic Games, Li Ning is the most prominent player and became the biggest winner of the year.
When Li Ning walked in the air with the Olympic flame around the bird's nest and finally lit the main torch tower of the Beijing Olympics, people knew that the word “Li Ning†was already more than just a logo of a sports brand in the minds of the world’s consumers, but represented China. People's sports spirit and even national quality.
After the Beijing Olympics, Li Ning seems to have become a representative of the Chinese people's national self-esteem and cohesiveness. In 2008, the brand's popularity and reputation have risen to a new height. The brand culture has also been achieved with Chinese sportsmanship and national cohesion. sublimation.
In such an international event with unprecedented national cohesion and closeness, if it is carefully operated, the brand can not only increase the popularity and economic benefits, create a classic brand story, and even rewrite the status of a brand's industry.
The bewildering game of the brave was affected by the international financial crisis. The rise in fabric raw materials, the increase in labor costs, and the increase in shop rents plagued the entire garment industry. The Chinese apparel industry was in cold weather overall and sporting goods were not spared. The shadow of massive layoffs, reductions in storerooms, and slower growth have been shrouded in local sports brands. After experiencing a golden period of rapid growth, sports brands collectively entered the cold winter. The Li Ning Company's annual report in 2011 showed that the company achieved operating revenue of 8.92 billion yuan for the full year, a decrease of 500 million yuan over the previous year. In addition, according to the annual reports of companies such as Anta, 361° and Peak, their growth rates have slowed down significantly.
The rapid development in the past decade has accelerated the pace of sports brands without any scruples, and the number of stores has expanded too quickly. For a time, sports brands are rushing to compete in the era of “ten thousand stores,†bringing with them not a new brand operation. Small pressure. “The era of sports brands relying on open stores to achieve sales growth has ended, and this development method is not sustainable. With the increase in the number of stores opened, the marginal efficiency of single brand sports shops has decreased, and the efficiency of single stores has declined. In recent years, the number of sales has increased frequently. Store rents have further reduced the profitability of the brand. In addition, inventory issues that have become so significant that they cannot be ignored have always been thorny problems for sports brands, said Zhang Zhiyong, CEO of Li Ning.
Chinese sports brands are collectively faced with the task of deepening their channels, enhancing their image, and reshaping their brand culture. At this time, they ushered in the Olympic Games in the world of sports. The upcoming Olympic Games in London will be as effective as sporting goods companies that are eager to extricate themselves from difficulties. Regardless of which company will not take it lightly and measures are appropriate, performance is expected to rebound. If the performance is better, it is not impossible for the entire industry to take a turn for the better.
The London Olympics marketing slot battle has already been drawn, and Li Ning, Anta, 361°, Peak, and Hong Keer are almost all of China's first and second line sports brands. Some choose the frontal battlefield to show their determination, and some have their own way to hope for success. For Chinese sports brands, they are better than international big names or newbies in event marketing. This time, they were the second collective attack after they tasted the sweetness in the Beijing Olympics.
However, this Olympic marketing can not fully refer to the marketing strategy of the Beijing Olympics. London and China have a time difference of 8 hours. The host country has great differences in all aspects. Compared with before, Chinese brands are more humble and more cautious. Although the London Olympic Games may not necessarily be the life-saving straw for local sports brands, this once-in-a-year high-stakes game still arouses strong interest. This is A strategy game between brave players is more courageous and intelligent.
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