Let the Olympics witness the gorgeous transformation of local sports brands

The four-year Olympic Games witnessed the brand development process of Quanzhou sporting goods companies. In fact, in addition to the high-end platforms such as the COC, local brands have quietly changed around the commercial opportunities brought by the recent three Olympic Games.

It is reported that from the Sydney Olympic Games in 2000 to the Beijing Olympic Games in 2008, from sporadic sponsorship events to full competition for event resources, Quanzhou’s sports brand spent a full eight years to complete brand awareness and rise to the collective brand. Finally, the establishment of the Quanzhou Corps was completed. During the marketing period, signing the model of foreign Olympic delegations has become an important means for the Quanzhou Legion. Up till now, 15 Olympic delegations have appeared on the London Olympic Games.

Brand awakening

In late May, a dispute over "the whole party members rushed to the London Olympics" once again pushed the "Dream Team" of Chinese table tennis to the public's perspective: For the "Winning Champions", the news of winning has been It is difficult to arouse public interest.

"Actually, many sports brands began to realize the role of the tournament platform, or in 2000 Sydney Olympic Games." Peak Group Chairman Xu Jingnan analysis, one of the important reasons is the popularity of television, so that the spread becomes easier.

That is, at the Sydney Olympics, "the young man" Kong Linghui defeated the famous Waldner, he won the men's singles slam, became famous overnight. His "I choose, I like" slogan, but also through television, newspapers, magazines and other channels, so that the people of the country remember a brand from Jinjiang, Anta. According to official statistics of Anta, sales increased by 35% that year, and the contracted fee in 1999 was 800,000 yuan.

In the interior of the office building, the photo of Chairman and CEO of Anta, Ding Shizhong and Kong Linghui, has been hanging out. At that time, Ding Shizhong just turned 30 and entered the year.

Although the industry generally believes that this “double action” campaign has a considerable degree of contingency, it is considered to be a successful experiment of the “star+advertising” model for sporting goods, just as China’s ping-pong diplomacy opened the way to exchanges with the United States in 1972. In various discussions about the Jinjiang brand, it has been used up to now.

The awakening of the brand brought by the national ball also made the parties feel emotion. "How long does a model last for 10 years and 20 years?" Ding Shizhong sent such a Weibo post after a party on May 5. Many followers commented on it, explaining it as a sporting goods after the rise of Ping Pong. Rivers and lakes swords and shadows.

Eight years of achievement

After the brand consciousness awakened, Quanzhou’s sports brand spent a full eight years before setting up its own legion.

In eight years, it was not all plain sailing. "Unlike Li Ning, Quanzhou's sports brand founders have little to do with professional sports. This has also caused a variety of early spokespersons." Ma Gang, an independent commentator in the shoe and apparel industry, believes that the power of superstars and the players at the time The management system is not as flexible as it is now. Jinjiang shoe-makers with very flexible minds are eyeing entertainment stars and quickly gaining popularity in the market.

Creating a brand, as long as the brand can start, the process is not important. From the current point of view, it is difficult to understand why Xtep and Dehui, who are generally regarded as sporting goods companies, sign entertainment stars Nicholas Tse and Jay Chou, but the effect is quite striking. For example, Xtee launched a "fireworks" Single product, it has set a record of over 1.2 million pairs of sales; for young people now obsessed with Jay Chou, many middle-aged people met 10 years ago.

Between 2000 and 2004, Jinjiang was full of celebrity advertisements, even the exterior walls of a small processing factory, and there were also large-scale inkjets of popular stars. Some people are aware of this irrational blowout and carefully choose to return to the essence of sports, especially at the Athens Olympics in 2004. The rejuvenation of the Chinese women's volleyball team led to the jubilation of the whole nation, allowing astute shoe traders to see the huge space for event sponsorship.

Anta has almost monopolized the top spot of the CBA for the past eight years. Since 2004, it has been the only designated partner for the CBA sports equipment. Prior to this, in 2003, Anta also signed an exclusive contract to sponsor the three-year national men's/women's volleyball league sports equipment; afterwards, in 2005, it exclusively sponsored China’s Ping-Ao’s only designated sports equipment for four seasons.

"After 2004, it was a period of high tide. Many local brands appeared in the arena, which also attracted the attention of giants such as Nike and Adidas for the first time." Ma Gang analysis, a local Chinese sports brand with home advantage, almost monopolized The titles and sponsorships of various events in the country began to hit the capital market. Hongxing Erke landed on the Singapore main board in 2005 and became the first listed company in the industry. However, the sounding of the market horn was ANTA’s listing in Hong Kong in 2007, setting off a wave of listings. The climax, Quanzhou Corps will also surface.

Legion assembly

Anta, Peak, Xtep, 361°, elegant bird, and hi-dragon walked in front. After other brands followed, the established Quanzhou Corps began “recovering lost ground” and showed it to international giants such as Nike, Adidas and Reebok. power.

On May 17th, at the Beijing Body Expo, Anta announced high-profile announcements of the exclusive sponsorship of the Chinese sports delegation Olympic champions. Anta, a sports brand from Jinjiang, Fujian Province, is proud of and proud of this Olympic gold sponsorship. “Named the champion Longfu and preemptively released the Olympic strategy in the sporting goods industry. It is also the desire to pass on behalf of China.” And 'representing the essence of sports' brand image," said Ding Shizhong, chairman of the board of directors of Anta Sports.

In the 2008 Beijing Olympics, Chinese domestic brands with home-court advantage first appeared intensively. However, the Chinese Olympic Committee’s partner was eventually taken away by Adidas. Until 2009, Anta became a chip with 600 million yuan in price. 2009-2012 China Sports Delegation Partners".