Jinjiang Sports Brand Goes Out Of Personalized Multi Level "New Marketing"

　　今年年初，以时尚为主要特色的特步高调宣布，正式与英超球队伯明翰结盟，合作推出包括球衣在内的专业足球用品，开始了以英超联赛为依托的全新体育营销之路。

Prior to that, Anta also released news that it spent a lot of money to acquire Fila trademark and business in China, and a high-end marketing is quietly starting to enter the Chinese high-end sporting goods market with the help of international brands.

In the past year, the leading leaders of Jinjiang sporting goods enterprises have added a great deal of writing to the field of Jinjiang sports marketing with their leadership style and spirit.

At the same time, a large number of small and medium-sized brands have also displayed their own marketing skills, not only to promote the "Happy Sports" new marketing strategy, but also to launch the entertainment alliance strategy of starlings, and to promote street style sports.

As a result, in the territory of sports marketing in Jinjiang, there is no longer only simple repetition of "advertising + stars", more international marketing of big brands, more personalized and multi-level marketing of small and medium-sized brands, these "new marketing" is drawing a new blueprint for Jinjiang sports marketing.

Internationalization of new marketing

The pace of internationalization of Chinese sporting goods brands has become more frequent and firm in the past year, especially in Jinjiang, the world famous sports shoe industry base. This phenomenon is more prominent, and many new marketing methods are beginning to emerge.

After experiencing the purely external manufacturing process of foreign brands, some leading brands of Jinjiang sports began to plan blueprints for acquiring overseas brands. Some began to try to graft international advantageous resources, but all of them came to the same goal. They all aimed at diversifying the domestic marketing channels and boosting the international growth of brands. Anta and XTEP took the lead in establishing the models in these two aspects.

   　　 收购国际品牌拉开高端营销战幕

Although the impact of the financial crisis has slowed down the pace of internationalization, it has also provided opportunities for the internationalization of enterprises.

Anta's acquisition of the trademark and business of the international brand Fiat China has seized this opportunity and started a high-end marketing tour.

The Anta Sports Products Limited announced in August last year that it would acquire the trademark rights and business of sports brand Fiat at a price not exceeding HK $600 million.

At that time, Zhang Tao, vice president of Anta, said that Anta's acquisition of Fiji was mainly aimed at achieving complementary advantages.

Fei Le mainly takes the high-end brand line, has obvious advantages in the international brand effect and technology research and development, while Anta's main advantages are in supply chain management and terminal sales.

Anta's acquisition of Felix can enhance its competitiveness and enter the high-end sporting goods market in China.

It is revealed that Anta will have a strong brand recognition and brand influence in the high-end fashion sports market such as tennis and golf with its help of its strong brand loyalty and management ability in the mass market. It will also carry out marketing in brand management and channel interoperability.

At the same time, Fiat has strong research and development advantages in tennis, golf and other professional sports. Anta has the first sports science laboratory in China. With the development of technology, Anta's products have moved from the domestic CBA to the international NBA. The two sides will have broad cooperation in the field of R & D.

With the rapid development of China's economy and the continuous improvement of national income level, healthy leisure sports have become a fashion, and the demand for high-end sports goods is growing rapidly.

The acquisition of Anta will help improve its position in the fast-growing high-end sports and fashion market and complement Anta's own brand in the domestic market.

  　　进军世界足球 确立体育营销新方向

In the afternoon of January 18th this year, XTEP in Hefei, Anhui, launched the 2010 "football year" the first shot of the domestic football marketing campaign - signing the Premier League team Bermingham, creating the first marriage between the Chinese sports brand and the world top football league.

This is XTEP after entertainment marketing, and opened up a leading position in the marketing position.

With the help of this marriage, XTEP will cooperate with Bermingham club to develop exclusive BCFC-XTEP series brand products of exclusive football, and set up its exclusive image store in large areas nationwide, and will open stores in the international market.

In the next five years, China's brand advertising will not only appear in the Premier League, but also the top Chinese robe and boots will be officially landed in the world class football league.

Every year, a Chinese player will join Bermingham to play the game. Chinese fans can see the Premier League and Bermingham matches on CCTV sports channel. They will also have the chance to have intimate contact with Bermingham club during the break season.

Ding Shuibo, President of XTEP, revealed that XTEP has already identified the direction of brand development in the future. From 2010, XTEP will establish the brand tone of "sports as the core and fashion as the epitaxial packaging".

   　　 新营销之“个性化”

Raw material prices, shoemaking, international trade barriers, export to domestic bottlenecks......

Over the past year, for many domestic shoe enterprises, life is not easy.

The scarcity of the high-end sports resources, the relatively weak scale and capital, make the development of the small and medium-sized brands in Jinjiang more difficult. In order to break through the market and grow up against the market, big and medium brands constantly dig deep into the essence of sports, innovate in the mind, and constantly create new ideas in marketing.

Many rising stars such as noble birds, starlings and step by step are also unique in their personalized new marketing.

   　　 “快乐体育”新思维

"Even if you can't run fast, you have to run happily." "even if you can't jump high, you have to dance happily." "I decided to record every movement and be happier than last time."

The happy declaration of the birds and birds is bright.

At the beginning of the new year, the "noble bird" launched the brand strategy trilogy in 2010, and put forward a new brand proposition that "sports make life happier", and launched a happy marketing war.

Starting in March this year, an activity of "happier than anyone who is afraid of" through network interaction and outdoor interaction is on the way. On the major media, the "happy" advertisement is also coming on the stage, attracting people's attention.

The netizens will take pictures of the netizens in front of the National Mall and downtown, so as to spread photos and express their own sports happy ideas on the activity website, and convey the concept of happiness.

Next, you will take "sports, every inch is happy" as the theme, carry out "sports happy, I count" activities on the network interaction, and plan to develop Kaixin application software, with eight dynamic text human modules of different sports types, so that consumers can fill their own sports happy declaration and further spread the happy elements.

Zhang Yongheng, the brand director of "precious bird" (China) Sporting Goods Co., Ltd. revealed that "the differentiation of" noble bird "has jumped out of the" arms race "of the sports brand on the old road, and has come to the new road to run happily.

A happy movement will lead to a great brand of "happy bird sports".

The new trend of entertainment Alliance

Louis Liu, the mysterious "Prince of magic" who has been on fire in the Spring Festival Gala, has now become a consultant for the starlings.

Starling sporting goods Co., Ltd. has officially signed Louis Liu to become a consultant of eight stark tide, and joined hands with Nam Hyun Joon, the anchor of Hunan Street TV, to create an entertainment strategic alliance and open up new trend marketing.

Ding Junxian, general manager of eight star sporting goods Co., Ltd., said: "starling will take advantage of the magic image of Louis Liu magic prince to deepen the shaping of the brand image of the Starling equipment, and further highlight the brand's feeling of changing and changing."

"Raise popularity with Louis Liu!

Use Nam Hyun Joon to show style!

Use Xiao Xiao to convey the concept of entertainment! "

In Ding Junxian's eyes, the three generals who have just been included are all shouldered with different burdens. The starlings should combine the advantages of the three to give full play to this, so that we can better interpret the brand flavor of the changing tide.

It is not hard to see that the way of marketing of mare is changing greatly. It gradually breaks away from traditional propaganda and advertising methods, and gradually attacks double marketing on entertainment marketing and network interactive marketing.

Following the beginning of 2009, the "happy women voice" of the eight starlings has completed the brand upgrade and joined hands with the popular entertainment program to promote the marketing of brand entertainment and marketing.

New position of street culture

In the past year, the new marketing campaign has been frequent. It has not only hired the first rap band CMCB in China as the cultural ambassador of the street culture research center, but also organized a street cultural exhibition to deeply explain the culvert and cultural elements of the Chinese street culture research center, so that street culture can truly integrate into the society and make it resonate with the way of life of consumers.

According to the introduction, the cooperation between the street culture research center and CMCB has launched the theme song that advocates the mainstream culture of Chinese streets. It is expected that the new records will be released before New Year's day next year, and there will even be special record albums later.

Next, we will integrate all kinds of street brand elements into CMCB's national tour concert and record, so as to spread effectively and interact with consumers more deeply.

"We will show the research results of the street culture research center in brand culture and product development, and disseminate it to consumers in the form of exhibitions and papers, and display them at the terminal sales point, promote the progress of Chinese street culture and lead the Chinese street trend."

Liu Longyong, director of brand, said that it will also cooperate with high-end fashion magazines this year, through three-dimensional activities of events and events, and plan to promote the Chinese street culture through CMCB nationwide tour activities.