Outdoor Brand Test Water Sports Marketing Open Marketing War

The P Twelfth National Games are in full swing.

Outside the stadium, the marketing battle led by brand sponsors has also started. Brand sponsors want to use this event to enhance brand reputation, and the atmosphere inside and outside the stadium is very concerned.

There are still many enterprises in Quanzhou at the National Games. Apart from XTEP being the sole sporting goods partner of this national games, Anta and PEAK have sponsored some delegations. The outdoor brand Tianlun Tian has joined the marketing war.

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< p > part of "old partner" is absent in the new face, < /p >.

< p > XTEP can be regarded as a strong fan of the National Games. It has sponsored the National Games for three consecutive years.

It is understood that this national games, XTEP not only become the only sporting goods partner, for the Twelfth National Games Organizing Committee and the staff to provide all kinds of equipment, also signed the Liaoning, Beijing, Hongkong and other 14 delegations, to provide the competition "a target=" _blank "href=" //www.sjfzxm.com/ > clothing < /a >.

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< p > it is reported that XTEP's investment has set a new record for the sponsorship of the National Games delegation.

In response, ye Qi, executive vice president of XTEP group, said that during the three consecutive sponsorship of the National Games, XTEP has achieved rapid development and has become a listed company and has entered the leading sporting goods company in China.

This is also the reason for its re launch.

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Except for XTEP, Anta, the leading sporting goods in China, sponsored the sports equipment of local delegations such as Sichuan and Shaanxi at the National Games; PEAK sponsored the Inner Mongolia delegation; Jordan also said that it had participated in the National Games marketing, but the specific sponsorship team had not yet known it.

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Less than P, however, at the last National Games, the nine provincial delegations were 361 yuan, but missed the National Games.

In addition, Hongxing Erke, who joined the delegation of the China Communications Sports Association last year, clearly stated that he did not participate in the marketing of the National Games.

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< p > outdoor brand test water sports marketing < /p >

< p > when some sports brands weaken the National Games marketing, an outdoor brand in Quanzhou sees opportunities from the National Games marketing.

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At the opening ceremony, Kang Ba man and Tibet girl appeared in Tianlun Tian outdoor equipment. Tianlun Tian, the only designated equipment sponsor of the Tibet delegation of the National Games, has become the first brand in outdoor industry to take sports marketing mode.

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< p > Xu Tengda, general manager of the company, has always maintained high concern and support for major sports events in China.

"This sponsorship of the National Games Tibet delegation is a good opportunity to further enhance the brand reputation and popularity of Tianlun Tian, and it is also an important opportunity to open the regional market with the influence of the National Games."

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< p > why Lin Tianhuang chose to cooperate with the Tibet delegation, "Tianlun Tian outdoor brand manager," said: "on the one hand, it emphasizes the professionalism of the company in the outdoor area, and on the other hand, it promotes the brand awareness through the mass communication platform of the National Games."

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< p > industry insiders say that the first appearance of outdoor brand in the National Games also indicates the gradual maturity of the domestic outdoor products industry. In the future, there may be more outdoor brands competing for high-end domestic events.

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< p > sports marketing from "broad" to "fine" < /p >.

< p > despite the participation of the new outdoor forces, from the participation of Quanzhou sports brands, compared with the previous National Games marketing competition, this year's National Games have a lot of sense of competition.

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< p > although Anta sponsored sports equipment such as Sichuan and other local delegations, it was revealed that Anta group did not include the National Games in the whole year's key brand communication plan. The Chinese Olympic Committee is the core of Anta's brand communication.

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< p > PEAK stakeholders also said that this year's National Games communication has not been the focus of the whole year. "There is a conflict in time with PEAK's" NBA Star China trip ". PEAK's resources are concentrated in NBA, and will continue to strengthen its sponsorship in this field of basketball.

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< p > "Quanzhou sports brand has changed from broad marketing" sports marketing "to" focusing "and" meticulous "sports marketing. Although the National Games as the highest level event in China has great communication power, based on the overall planning of group sports events sponsorship activities, the company sports marketing will focus on the 2014 Nanjing Youth Olympic Games and the seventeenth South Korea Inchon Asian Games in 2014.

Zhao Feng, director of the 361 degree brand communication center, told reporters.

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< p > "now the brand chooses the resources of events, so it doesn't cast the net casually as before.

With the positioning of brand differentiation becoming more and more clear, the choice of resources is also more rational and different.

Hongxing Erke relevant responsible person.

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