Sports Spirit Embedded In Shoes And Clothing Brand Connotation

At the sports marketing (Jinjiang) TV Summit Forum, the participants also discussed the sponsorship of sports events and Olympic marketing.

Yang Shitou, deputy general manager of Ogilvy advertising domestic business group, believes that the most important problems of Jinjiang enterprises in sports marketing are ideas, practices, but no rules.

"Sports events are not just a platform for communication, but the core of sports marketing is to put the passion and spirit of sports into the brand."

Yang Shitou said.

Hu Chengchu, vice president of Li Lang: during the 2004 Athens Olympic Games, Li Lang invested ten million yuan advertising in CCTV, and had more than 40 exposure every day. It can be said that the advertising strategy during the Athens Olympic Games made him a famous player and opened up a lot in the national market.

But now the whole market environment has changed. According to our understanding, even if we invest hundreds of millions of yuan in Beijing Olympic Games, we can not have the original effect.

In the Olympic marketing strategy, Jinjiang enterprises should change "fight hard to win" as "good fight to win".

XTEP sports President Ding Shuibo: the Beijing Olympic Games is a golden opportunity for Jinjiang sports brand. We invested 200 million of the funds in advertising, and won the naming right of CCTV's "courier Express" in one fell swoop. At the same time, we also became a sponsor for the Belarus Olympic Games.

Ding Zhizhong, chairman of Anta sports board, the enterprise should start from the brand development strategy while carrying out sports marketing. At the same time, according to the financial and management ability of the enterprise, once sponsoring sports events, we must invest several times of funds in advertising, only in this way can we achieve a good publicity effect.

Zhou Shaoxiong, chairman of the seven wolves shares: for sports marketing, I think enterprises should pay attention to the fit between brand and sports. Only when sports match with their brand positioning can they consider sponsorship.

Sports marketing can not be too casual, and do not sponsor any projects. Only by changing "shotgun and bird" as a "fixed point blasting", can we continuously strengthen the core value of the brand.

Famous marketing planning expert Li Guangdou: sponsorship of sports events, there must be a plan, two hands to prepare, because sports may win or lose, to do two versions of advertising, to avoid risks.

Generally speaking, large international enterprises have the methods of avoiding risks. First of all, their prediction is very good. Just like the weather forecast, they predict the success of this Olympic Games. Besides, the international brand still pays great attention to winning and losing. Athletes in his eyes are just a prop. They can tell different brand stories without winning or losing. The core value of international brands is not necessarily "I win". After brand infusion of emotional factors, consumers can become "happy and worried" with the athletes' joy and sorrow, and such brands are actually more powerful.

Jin enterprises can pay more attention to the Paralympic Games -- Interview with Yang Shi, vice president of the Olympic group of Ogilvy & Mather advertising group: for many enterprises in Jinjiang, it is too late to talk about the marketing strategy of the Beijing Olympic Games.

What sports marketing resources can Jinjiang enterprises use in the post Olympic era and how should they formulate marketing strategies?

Yang Shitou: the Asian Games held in Guangzhou in 2010 and the world college games held in Shenzhen in 2011. It is a very good marketing resource for Jinjiang enterprises.

Compared with the Olympic Games, the sponsorship threshold of the Asian Games and the World University Games is low, and these sports events also have great influence in Asia. This is indeed a more suitable resource for Jinjiang enterprises, which are mainly oriented to the Asian market.

Besides, I suggest that Jinjiang enterprises pay more attention to Paralympics.

I know that the charitable atmosphere of Jinjiang enterprises is very strong, but their way of charity is very simple. They are mainly donations. I think Jinjiang enterprises can consider doing charity by sponsoring the Paralympic Games. In fact, the Paralympic Games are very shocking. When people are concerned about the quality of life, the Paralympics will tell you more about the quality of life.

Reporter: Jinjiang enterprises engage in sports marketing more than just regard sports events as a medium of communication, and do not properly match sports spirit with brand spirit.

We know that Ogilvy is an international advertising agency. Do you have any good suggestions in this regard?

Yang Shitou: for many sporting goods brands in Jinjiang, sports marketing is not just a question of improving brand awareness.

Influential sports events are indeed good media platforms, but sporting goods brands can not only see this point, but should well put the passion of sports and the spirit of sportsmanship into the brand connotation, so that the whole brand is full of sense of movement.

Compared with the former, it is more complicated. Our Ogilvy has rich experience in brand operation. Now it has begun to cooperate with Jinjiang brands such as 361 degrees and nine herd kings, mainly to help them create brand personality.

Reporter: for the whole sporting goods industry, Jinjiang only has a strong advantage in the brand and manufacture of sports shoes and clothing. Besides, the sports goods industry besides sports shoes and clothing is actually very large. What advantages do you think Jinjiang has in developing sports equipment, sports equipment and other sports related industries?

Yang Shitou: sports shoes and clothing are an important part of the sporting goods industry. Jinjiang has already had a sound industrial foundation in this respect, and has full conditions to extend to sports related industries.

After several years of accumulation, Jinjiang sports brand has strong brand support. With the advantage of brand, Jinjiang enterprises can quickly seize the market of sports equipment and sports equipment.

Under the fierce competition situation of sports shoes and clothing enterprises, sports goods related industries deserve more attention.