Sporting Goods Industry Aims At Emerging Sub Projects

< p > recently, Zou Shiming href= "//www.sjfzxm.com/news/index_f.asp" > Anta < /a > formally signed the two Olympic boxing champion, Zou Shiming, aiming at the new project.

This has aroused widespread concern in the industry.

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< p > and according to the 361 degree responsible person, 361 degrees in 2014 will also be involved in some new sports events.

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< p > Anta, 361 degrees and other sporting goods are constantly infiltrating into new sports events. Its purpose is to strengthen the brand status of comprehensive training through a more differentiated sports marketing strategy.

For them, planning their own huge sports marketing system will become the next step to solve the problem.

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< center > < img width= "400" height= "381" alt= "" src= "http://img2.china-ef.com/news/2013/201304160156365.jpg" / "< /center >

< p >, on the other hand, for < a href= "//www.sjfzxm.com/news/index_c.asp" > small and medium sports goods brand < /a >, the scarce sports resources have been divulge. Now even some sports resources are also consumed by big names.

This also means that the sporting goods resources of small and medium-sized sporting goods brands will be less and less.

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< p > industry leaders aim at new subdivision projects < /p >

< p > in fact, Anta has never been short of star players or lack of projects.

But this time, they chose Zou Shiming and took aim at boxing.

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< p > Anta's heavy attack in boxing market has brought the focus of sports marketing again.

Compared to some popular sports such as basketball, soccer and running, boxing is a fair door. However, this kind of marketing has injected different factors into Anta brand. It has enriched the brand image and has gone out of brand differentiation.

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< p > of course, Anta is not the first to make such a new way. As early as 2009, 361 degrees had made a big fuss about the curling project which was rarely known and sponsored the Chinese women curling team.

"At the beginning, we considered that curling was very popular in Europe and America, and a large number of curling enthusiasts emerged in China.

Moreover, the Chinese women's curling team is also a new world strong team. It has risen rapidly in just a few years, especially in the 2009 curling World Championships.

Zhao Feng, deputy director of sports marketing center of 361 degree (China) Limited, said the pformation of Chinese women's curling has created a curling boom in China.

Although curling can not be well known to all people in China, the 361 degree has also been able to sell its own brand by integrating its own sports resources and supporting the curling sports such as curling.

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< p > it is understood that the 361 degree is very optimistic about the minority curling movement. In March 1, 2011, the signing ceremony was held at 361 degrees, and officially became the official partner of the World Curling Federation and the Swedish curling team.

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< p > Zhao Feng revealed that in the future, the 361 degree will consider sponsoring some popular sports events and refining the sports products differentiation market.

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< p > traditional sports resources will be scarce. < /p >

< p > when sporting goods are concerned about and involved in sports events, for small and medium-sized sports brands, the future will have more scarce sports resources.

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< p > for the small and medium-sized sporting goods brands, unpopular sports projects were originally their important reputation.

Famous music is a typical case.

As China weightlifting team finally won 8 gold and 1 silver in the Beijing Olympic Games, mingle also gained a lot of money and popularity.

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< p > "although the whole world economy is facing a severe test in 2008, the same is true in the domestic market, but the sales of famous music" go against the market ", and the brand and sales volume have been greatly improved, which is inseparable from the excellent performance of the Chinese weightlifting team.

The famous music brand responsible person recalled the scene of that year.

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< p > but now sports goods chiefs accelerate the nuggets of new sports resources, and even the sports events are not neglected. So what are the sports marketing resources left for small and medium-sized sporting goods brands? < /p >

< p > "only now," a href= "//www.sjfzxm.com/news/index_s.asp", the first line brand "/a" will choose to do these sports marketing, perhaps it is forced to do it.

This is also a strategy to strengthen the brand.

For the two or three line sports brand, we should choose a marketing mode that is more suitable for ourselves, and we should not follow suit blindly.

In addition to sports marketing, there are many different ways of marketing to choose from.

Chen Songbai, planning manager of Fujian quality sports products Co., Ltd.

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< p > however, although the traditional sports resources are more scarce in the industry, it does not mean that the resources of the sports industry will also be scarce.

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< p > "sports industry has many subdivision industries, for example, there are specialized projects, leisure projects, entertainment projects and so on. The resources of these projects have not been completely seized.

In the future, many sporting goods brands will go to small, leisure and entertainment items.

Brand marketing expert Guo Hanyao thinks.

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< p > it is worth mentioning that when the sporting goods industry develops to a certain extent, the competition among industries is essentially the pursuit of brand differentiation.

Each brand has different marketing modes, sports resources are also very rich, the key lies in the reasonable analysis and grasp the resources that we need, cater to the market demand, and strive to provide customers with the most cost-effective products.

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< p > financial eyes < /p >

< p > traditional resources scarce age marketing should find out the characteristic point < /p >

< p > brand communication by means of sports events is a magic weapon for enterprise marketing. However, it is not for every enterprise that how to catch some sports events that have not been found to be worth spreading.

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< p > Guo Hanyao said he was very optimistic about Anta's "eye recognition gold". Although boxing is a small sport in China, it is very difficult for Asians to win world class Championships in China, whether in China or in Asia.

Now, Anta's signing of Zou Shiming is a bit like gambling with Kong Linghui.

Once, the strong fighter also signed a sponsorship of boxing matches, which had a good effect on their brand marketing.

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< p > "with the improvement of the living standard of the Chinese people, sports competitions of some smaller projects are getting more and more attention. Especially in some small sports competitions with high coefficient of difficulty for Chinese people, it is very concerned if they can win world-class Championships.

For example, Liu Xiang won the Olympic champion in the 110 meter hurdle.

Guo Hanyao said.

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< p > in addition to ingenious choice of sports resources, many sports brand enterprises need more innovation in marketing means.

In the past, the sports marketing of extensive and large coverage of "Olympic style" is now out of date, and those short-term, following and irrational marketing methods have not played any role, and the cost to enterprises is only increased.

When sports marketing becomes a matter for every enterprise to run, sports brand must remind itself that sports marketing must make its own characteristics.

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< p > of course, with the subdivision of sporting goods industry, more and more small and medium-sized brands will choose leisure or entertainment projects to expand brand awareness. For example, BOSCH bird sponsorship of Parkour sports, alligator has been selected as a national audition fighter, etc. These are the 42 strategies of marketing strategy.

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< p > industry recommendations, especially for many sports brands, especially small and medium-sized brands, often can only be sold in a certain place or city. The marketing activities in such a limited area should fully integrate the local characteristics of the marketing area, explore the connotation of regional culture and culture, mobilize the greatest enthusiasm of participants, and allow limited investment to be fully applied to the region and city, rather than magnifying too much, so as not to waste resources.

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