The Long Development Road Of Chinese National Brand

At the opening ceremony of the thirtieth London Olympic Games, we found that many familiar national brands were presented to the whole world with the admission of delegations. China Shoes and clothing brand The group appeared in London and became a beautiful scenic spot in the Olympic arena. The brand of Chinese shoes and clothing has been on the same track with Nike and Adi, the world's top sports brand. Its brand marketing is undoubtedly successful. However, it is necessary to form an advertising strategy conforming to the characteristics of the enterprise, and go further in the brand competition. Finally, the expansion of the Chinese national brand is still long.

At the opening ceremony of the thirtieth London Olympic Games, Croatia, Belarus, Latvia and other delegations wore 361 degree sportswear. The PEAK logo appeared on the chest of athletes from Lebanon, Iraq and Jordan. The delegations of Uzbekistan, South Africa and Iran used the sports uniforms provided by Hongxing Erke. Yi Siling, the first gold medal winner of the Olympic Games, was standing on the Olympic top podium on Anta award dress. China's gymnastics team, shooting team, diving team, table tennis team, badminton team and other "dream teams" are dressed in Lining's war clothes for the Olympic Games.

The 4 year Olympic Games has always been a "battleground" for businesses, especially sports products manufacturers, to display their brands. Facing the excellent business opportunities of these 4 years, their sponsorship of the Olympic Games has the following 3 characteristics: first, the sponsorship is more extensive and diversified. Those who signed up sports stars, such as 361 degrees, signed the Olympic swimming champion Sun Yang, Olympic pole vaulting champion Steve Hooke, and so on; XTEP signed the IAAF Diamond Match "100 meters flying" Justin Gatlin; Anta signed the tennis world champion Jankovic and the Chinese female tennis player Zheng Jie.

The 7 Olympic delegations, such as PEAK and New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus, signed the number of delegations who signed up for the sponsorship and the full range of sports equipment for the participating country delegations. The number of delegations was only the highest in the domestic sports brands after Nike and Adidas. The 361 degree sponsored Olympic Committee of 5 countries such as DPRK, Belarus, Latvia, Croatia and Maldives. Hongxing Erke and Jordan sports also sponsored 3 Olympic delegations. There are sponsorships for a number of key projects, such as Lining's signing of 5 gold medal divisions, including Chinese gymnastics team, shooting team, diving team, table tennis team and badminton team. 361 degrees sponsored 6 Chinese national teams including the national hockey team, the national modern five team and the national cycling team. The two is to extend the scope of sponsorship and seek wider business opportunities.

Anta beat its competitors. Lining And Adidas, a strategic cooperation agreement with the Chinese Olympic Committee, has become the highest level "strategic partner" of the Chinese Olympic Committee (COC). And 361 degrees will join CCTV sports channel, around London 2012 Olympic Games to create 361 degrees "London action" series promotion program, CCTV London Olympic Games report host and complete set of equipment will become 361 degrees brand endorsement. Three, the Olympic investment is more rational and the sponsorship ideas are more mature.

The Olympic brand strategy not only reflects the strategic vision of the enterprise, but also tests the comprehensive strength and investment wisdom of the enterprise. Compared with Lining's signing of 5 Chinese sports "gold medal masters", the 361 tier signing of the 6 second tier Chinese national team obviously has its own input and output considerations and considerations. and Peak It simply gave up signing with the Chinese national team and sponsored 7 Western Asian teams, which largely reflects PEAK's overseas marketing strategy. PEAK products have been selling well in Western Asia in recent years, and vigorously expanding the European market, and sponsorship costs are relatively low.

Through the baptism of the 2008 Beijing Olympic Games, the brand of Chinese shoes and apparel has been on the same track with Nike and Adi, the world's top sports brand. The brand marketing of shoes and clothing enterprises is undoubtedly successful. However, compared with Nike and Adi, Lining and Anta, PEAK, 361 degrees and other "Jinjiang brand" expansion road is still long. It is necessary to form an advertising strategy conforming to the characteristics of the enterprise and go further in the brand competition. Finally, we must get rid of the short-term effect.

The shoes and clothing enterprises represented by "Jinjiang shoe enterprises" basically follow the brand marketing mode of "apply for brand celebrity endorsement - fuzzy technology concept - CCTV advertising development agent", and it is hard to firmly grasp the eyeballs of consumers. After a competition "excitement", the concept of "Jinjiang brand" is left behind for the consumers. We must explore long-term, clear and distinctive brand strategy according to the characteristics of their products and the needs and preferences of the target customers. Two, brand marketing must focus on products and focus on sports. Accurately grasp the product positioning, or even specialize in a sports event, just like basketball and NBA is Nike, football and European major league matches are like ADI, in brand building and promotion focus more on the movement itself. This requires that managers, designers and even ordinary employees must pay attention to the connotation and accumulation of products, and have a deep understanding and unremitting pursuit of sports and its sports culture.