Anta, 361 Degrees And Other Fujian Sports Brand "21 Country Contract"

On the London Olympic Games, the Fujian sports brand can list a long list: the official sponsor of the Chinese sports delegation sponsors the delegation from South Africa, Iran and Uzbekistan for Anta, Hongxing Erke, PEAK is in cooperation with Algeria and other countries, with 361 degrees in addition to sponsoring many Olympic delegations such as DPRK and Belarus, there is another way to become the exclusive sponsor of CCTV sports coverage.

The four year Olympic Games are in full swing.

As a global sporting event, athletes from all over the world compete for honor in the arena. China's local sports brands, especially Fujian, represented by "Anta", "361 degree" and "XTEP", are represented.

They also appeared on the athletes' robes and set off a brand war.

4 years ago, with the help of the Beijing Olympic Games, Fujian sports

Brand contrarian has achieved the growth of sales performance in the economic crisis.

Facing the current industry downturn and high storage and overburden, Fujian sports brand hopes to win an Olympic marketing battle with the help of the London Olympic Games, so as to create a brand image and seize the market opportunities in the crisis.

For this reason, 8 Fujian Quanzhou enterprises represented by Anta have provided Olympic uniform and stadium equipment for 21 countries and many famous athletes including China. The number of signatory countries ranks first among all brands in China.

"The Olympic Games is the top display platform of sports marketing. It has a good promotion effect on our brand image and reputation.

Anta is building the award equipment for Chinese Olympic athletes. It is the pride of Anta and the glory of Jinjiang brand.

Ding Shizhong, chairman of the Anta Sports Products Limited's board of directors, said in an interview with our correspondent that Chinese athletes, dressed in Anta's "champion dragon suit", represent China's image on the world's highest level sports event, not only the affirmation of Anta's strength, but also the continuous improvement of the Chinese brand's influence.

Anta attacked the "Chinese Legion" and grabbed the biggest piece of the Olympic cake.

The rest of the Fujian sports brand is "Eight Immortals crossing the sea". Seven Olympic athletes, including New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus, appear in Lun don's Stadium in the sports equipment provided by PEAK, such as the award dress and the match jacket. When the US sprinter Justin Gatlin reaches the finishing line of the 100 meter race with a score of third, the XTEP boots on his feet are also remarkable.

Another well-known sports brand 361 degrees, in addition to the CCTV sports report group clothing exclusive sponsor, the signing of the Korean delegation and swimming star Sun Yang's frequent exposure, to win the 361 degree brand.

When the 21 year old Sun Yang stood on the Olympic top podium for the two time, he was most happy except for himself. Zhao Feng, the director of the 361 degree sports market center, signed a cooperation agreement before the game.

"In our exclusive store and on the official website, the" Sun Yang champion T-shirt "with Sun Yang's image and signature has been sought after by consumers. The price of each item is 79 yuan, and the market is only 3 days. Sales volume is increasing rapidly.

In 2012, China's sports brand was facing a dilemma of development.

Official data show that the annual growth rate of China's sporting goods industry dropped from 30% in 2008 to 20% in 2010, and then dropped to 13% in 2011.

In the situation of the international brands such as Adidas and Nike, and how the international market is sluggish, how to seize the opportunity in such a dangerous situation? Anta, 361 degrees, XTEP, Hongxing Erke, PEAK and other sports brand enterprises in Fujian have realized the homogenization phenomenon and stock backlog problems, and have sought solutions from inside and outside conditions.

In addition to product innovation and brand differentiation, characteristic marketing, brand image building and market predominance have become the goals pursued by many sports brands.

"Olympic marketing is not a simple exposure, brand is a kind of precipitation, a big marketing is a precipitation process."

Ding Shizhong, chairman of Anta's board of directors, said that enterprises should have greater development and compete with international famous brands on the same stage. Establishing brand image is crucial.

"Sports is the most barrier free language in the world!" Zhao Feng, director of the 361 degree sports market center, said that we have fully engaged in international large-scale sporting events from the Asian Games in Guangzhou. In a few years, we have reached a cooperation agreement with a number of national sports teams and athletes. We use this way to enhance the awareness of the 361 brands in the world. "Through the marketing of large sports events, we have established sales channels in the Middle East Iran, Southeast Asia's Malaysia and other countries, and have some popularity in the local market. This has established a brand and seized the opportunity for us in the fierce market competition."

Equipped with 2008 Beijing Olympic "express", many Fujian sports brands in the last round of the economic crisis, "turning over" success.

And 4 years later, the marketing campaign of London Olympic Games will start from the development of grass roots and homogenization. The long term Fujian sports brand will be pushed onto the stage of differentiation and international competition.

For them, the four year Olympic Games are undoubtedly brand names.

It is a good time to seize the opportunity of the market.

According to the reporter, with the London Olympic Games entering the climax stage, many Fujian sports stocks appear collective blowout.

On the 6 day, Anta sports listed in Hongkong jumped more than 17%, and PEAK's sports, XTEP international and so on also rose by more than 5%.