Explore The Marketing Secrets Of Domestic Sports Apparel Brand

2010 is the strategic year of China's sports brand, and it is also a bumper year for Chinese sports brand. Domestic sports brand Big brother Lining put the focus of 2010 on the post-90s market, expanding the core while expanding the overseas market. Consumer groups 。 But Anta is making steady progress and integrating product placement marketing very well. This is a dark horse this year. Most of the energy has been used in the new field of network marketing, and the use of its stone can attack the jade concept, greatly reducing the distance between the domestic and the first tier brands. The 361 degree is to imitate the top sports brand development mode, put a lot of manpower and material resources into advertising, television, sponsorship, greatly increased the brand. Exposure rate 。

360 degrees - massive investment

2010 is a year of brand leap of 361 degrees, and 361 degrees successfully extended the strategic partnership with CCTV sports channel. If we often watch sports news viewers will find that the host's interior scenes and costumes will all find 361 degree LOGO, which provides a good platform for the 361 degree national sports brands to grasp the media resources of the Olympic era and enhance the brand value. With solid media support, plus 361 degree entertainment basketball, 361 degree CUBS Super League and other gold sports resources, through the international brand operation mode, 361 degrees in the post Olympic and Post Asian Games era, we will have great achievements and achieve the comprehensive upgrading of the brand.

Noble bird - unique way

Through several years of efforts, the great bird has become a dark horse and a shining star in the Chinese sports brand. Different from the domestic brands, the birds and birds focus on the Internet. Whether it's the Internet drama or the word-of-mouth spread of the Internet, the black horse of the famous bird has been known by more and more people. The precious bird is to seize the characteristics of the weak communication between the former two networks, so as to take advantage of their own strengths to avoid their own weaknesses and to enter the market place, thus stabilizing the brand status. Through the Internet drama "inborn sports Mania" and the newly discovered "silly detective" this year, through the popularity of the Internet drama, we put the brand of noble bird into the network drama. This kind of implantable marketing has made considerable success. Besides, the birds also sponsored 8 Asian Games small teams in the Asian games, which greatly promoted the influence of the brand. At the same time, it is also a good way to enter the first-line brand.

Lining - double sword combination of internal and external markets

As the biggest and most mature brand in China, Lining occupies a large share in Chinese sports brands. After the 2008 Olympic Games and the Asian Games in 2010, Lining focused on the development direction of brand internationalization and started to create the post-90s market. Lining has developed his own franchisee in 9 European countries, Spain, Greece and France. At the same time, Lining products have been sold in over 30 countries and regions. In the Olympic Games, the Spanish men's basketball team and the French gymnastic team are all wearing the Lining brand sportswear. In addition, aiming at the special post-90s market, Lining set up the core advertisement in the main advertising places such as stations and subway, which increased the influence of the brand and set up the positioning of the core crowd, so that the brand of Lining can be deeply rooted in the hearts of the people from inside to outside. Lining brand industry analyst also pointed out: in the next three years, the retail price difference between Lining and Nike and Adidas should be reduced from the current 30-35% to 15-20%.

Anta, the second brother of Chinese sports brand, follows closely behind Lining. Anta has accumulated more than 10 years of experience in sports marketing. From sponsoring CBA, national volleyball league matches, Ping Pong Chao, extreme sports, to strategic cooperation with NBA rockets, and then to signing online tennis star Jankovic, every marketing activity of Anta has been rewarded with great rewards. Anta has expanded its brand from domestic to global, and has made the brand global through athletes wearing Anta. The Chinese Olympic delegation will wear Anta during the 11 events including the 2010 Vancouver Winter Olympics, the Guangzhou Asian Games in 2010 and the London Olympics in 2012. Anta brand will soon enter the global sports fans' vision with the television relay and network relay.

With the increasing development of the Internet, the new media era has arrived. The online and offline marketing mode has become increasingly mature. I believe this is also the only way to enter the international first-line brand.