Quanzhou Sports Shoes Enterprises Are Pushing Forward To The Scale Of Wan Shop

January 19th, 2010, the sporting goods industry in Quanzhou is bustling with excitement.

Launching World Cup marketing

Last February, at the Winter Olympics held in Vancouver, Canada, the Quanzhou sports brand fired the first shot in the marketing campaign.

With the cooperation of the Chinese Olympic Committee, Anta has firmly occupied the advantage of sponsoring the tournament.

Before the Chinese Winter Olympic Games took place, Anta, the Chinese Olympic Committee's portable hand, held the "moment for China" in Beijing.

In addition to Anta, the 361 degree of the city appeared on the Olympic Winter Games by sponsoring the Chinese women's curling team.

After the warm-up of the Winter Olympics, last year's World Cup in South Africa and the Asian Games in Guangzhou became the main marketing battleground of Quanzhou sports brand.

First of all, a high-profile involvement in the world cup in South Africa is wild Sports Limited.

After more than a year of negotiations with Asian operators of FIFA (FIFA), wild power finally became the operator of the 2010 World Cup official tournament product store in China.

Del Hui, who is also the main fashion sport route, is also making a high-profile appearance in the world cup.

In the world cup gold advertising resources on the invitation to tender, del Hui won the golden time with a price of nearly 30 million yuan.

Del Hui said that compared with the Beijing Olympic Games, most brands did not have big moves during the world cup, which is the best opportunity for del Hui to show himself.

During the world cup, another popular sports brand XTEP was added to advertising.

As early as the year before last, XTEP had been able to graft the advertising resources during the world cup in advance.

At the beginning of last year, after XTEP sponsored the Premier League Bermingham club, soccer has become another fashion sport for XTEP to "play".

During the world cup, XTEP launched a special theme of "not dancing your world," I love "X" football "advertising", released during the world cup.

In addition, in response to this world cup, XTEP has created a special theme music video, and specially invited the famous Taiwan band "power train" to take part in the shooting.

Sponsorship of Guangzhou Asian Games

The Guangzhou Asian Games is Anta's most important sport event since it signed a partnership with the Chinese Olympic Committee in 2009.

In the words of Anta related personnel, China is the host country of the Asian Games and the number one gold medal in consecutive Asian Games. The Anta's award dress has been accompanied by the rising of the national anthem and the rise of the national flag. It can be said that "Anta has firmly grasped the advantageous position of competition with the identity of the partner of the Olympic Committee."

Another feature of the Guangzhou Asian Games is 361 degrees.

Since the successful signing of the 2010 Guangzhou Asian Games senior partner in 2008, the promotion of the 361 degree has been put on the marketing of the Asian Games.

As a senior partner of the Asian Games, it provides equipment for torchbearers, volunteers, officials and referees at the 361 Asian Games in Guangzhou.

In addition, 361 degrees also provided Asian pport equipment for nine Asian countries, namely, Philippines, North Korea, Kampuchea, Maldives, Laos, Indonesia, Malaysia, Burma and Brunei.

In addition to increasing marketing efforts outside the field, the 361 degree did not forget to borrow the special identity of their senior partners in the arena. The brand of the Chinese sports brand in the Asian Games brand experience hall achieved a "zero breakthrough".

It is also the first Chinese Sports Brand Experience Hall in the history of Asian Games.

PEAK, who has been playing basketball for the first time, took the opportunity to implement its "western region strategy" during the Asian Games.

At the Asian Games in Guangzhou, PEAK joined hands with six national sports delegations, including the delegation of the Olympic Games of Iraq, the delegation of the Lebanese Olympic Committee, the delegation of Tajikistan Olympic Games, the delegation of the Palestinian National Olympic Games, the Iran National Basketball Association and the Kyrgyzstan National Football Association.

In response, Xu Jingnan, chairman of PEAK, said in an interview with reporters that the six countries came from the "western regions" of Central Asia and the Middle East, which is another layout of PEAK's overseas marketing development.

PEAK will continue to exert its efforts to leverage overseas competition resources and cooperation to pry the overseas market.

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On the stage in World Expo

Ascended the World Expo stage, not only let the Quanzhou sports brand image be concentrated exposure and promotion, individual brand is also in World Expo during the clever promotion of product sales.

During the period of World Expo, Shanghai, the spring shoe Corps gathered XTEP, 361 degrees, Baofeng, Tutu children's shoes and other brands, involving sports shoes, slippers to children's shoes and other fields.

As a representative of sports brand, XTEP and 361 degrees were presented as partners of volunteers in the park and outside the park during the period of World Expo.

The Baofeng slippers from Quanzhou is also a good harvest of brand image and product sales.

The company's product "Baoren" slippers are presented at the Expo Park in the capacity of "Shanghai World Expo licensed retailer" and "Shanghai World Expo licensed manufacturer".

According to the briefing, Baofeng slippers as a franchised retailer appeared in the first month of World Expo opening a record of 100 thousand yuan per store daily sale.

When Quanzhou scholars talk about the benefits of the Expo economy, it is believed that the long duration of World Expo and the large number of visitors are among the best in history. During this period, people in the whole country and even the whole world will know Quanzhou's products and let more people know Quanzhou.

For Quanzhou enterprises, stationing in World Expo, Shanghai, shows the overall strength, product technology and corporate culture of the whole world. It not only promotes the popularity and reputation of the brand and products, but also brings the enterprises and brands to the audiences of various countries and the media of various countries, bringing unlimited business opportunities to the enterprises.

Dig deep NBA basketball resources

Special sports events are another focus of major sports brands.

In terms of basketball, PEAK and Anta did not move much in 2010.

In early August of last year, Anta announced the signing of NBA's four rebounding champion Kevin Garnett.

During the summer vacation, PEAK and Anta took advantage of their respective NBA signing activities in China, setting off a climax of NBA marketing.

PEAK had successfully organized its star team Wu Lai Hua's activities the previous year, which caused great repercussions.

Thanks to the strength of 12 signposted players at hand, PEAK launched the 6 star lineup led by NBA champion Artest last year to launch a larger and more content event in China.

The first "PEAKTEAM" star made a 10 day trip to China, which took 20 cities across the river.

Its activities include charitable donations, on-site signing, basketball training camps, and basketball park unveiling in many cities.

After signing the Rockets' three stars in the previous year, Anta has also been keen on NBA.

As early as early June of last year, Anta launched its momentum with its signing star Scola to Shanghai's World Expo.

Garnett, who later signed the contract, was also on the 8 day of the summer tour with Anta to launch a basketball trip to China.

Intervention in special sports events

Tennis became a new competition for several brands last year.

In September 2010, PEAK, which has been committed to the main basketball market, announced that it became the official partner of the international women's professional WTA network in the Asia Pacific region. At the same time, PEAK also signed Olga Gwatersova, the WTA star from Belarus.

During the period of cooperation, PEAK has obtained the franchise rights of producing, marketing and promoting the WTA PEAK joint brand series clothing, and has developed a series of high-end products for the players, including clothing, footwear and related accessories.

There are also Hongxing Erke and Anta.

Hongxing Erke is the earliest and largest brand of Quanzhou sports brand in the tennis market at present.

Last year, Hongxing Erke signed new German star Philip Przysnel and Spanish tennis star Robledo respectively.

Putz Snell and his partner Maer won the men's double in last year's Wimbledon tennis tournament.

Hongxing Erke also became the first Chinese sports brand to appear in the Grand Slam final.

Hongxing Erke signed a new signing of Belgium last year, Vic Meyer, who also performed well in international competitions this year.

In terms of sponsorship, Hongxing Erke also sponsored the Madrid Open tennis tournament and the Abu Dhabi World Tennis Championships this year after the 2009 ATP1000 masters competition in Shanghai.

Since the signing of the Serbia player and Elena Jankovic, a Chinese girl, the year before last, Anta has increased its tennis marketing efforts last year.

Last year, Jankovic won the twelfth championship of his career in the Paris WTA Open Championship, which helped Anta get the best of it.

The tennis player signed by Anta is also our Chinese athlete Zheng Jie.

Marathon project has also been favored by Quanzhou sports brand in recent years.

361 degrees sponsored the Golden Gate marathon in 2010 and the Zhengkai international marathon competition in China. Anta sponsored the twenty-fourth olympic day long run in 9 cities in China.

In addition, PEAK sponsored the bicycle "marathon" road cycling race.

You choose your own unique sponsorship to sponsor eight training teams, match suits and award suits of the National Center for ball games.

As early as in November 2006, the "noble bird" formally allied with the China Sports Administration's small ball sports management center and became the equipment sponsor of the eight China national sports team.

In 2010, you became the most popular sports brand in Guangzhou during the Asian Games.

The pellets include golf, bowling, rugby, billiards, squash, rattan, cricket and toss.

In addition to throwing the ball, the other 7 are Asian Games.

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New goal of Wan Dian

According to public information, with the excellent performance in the Winter Olympics, World Expo, world cup, Asian Games and special events, last year, several major shoe enterprises in Quanzhou increased by over 20%, and the number of terminals of several sports brands broke through the "7000 shops" in 2010.

According to the analysis of the industry, thanks to the great potential of the two or three line market, after breaking through the "7000 shop" gateway, the number of stores in the strength business will continue to grow.

"We are always facing the most extensive population in China.

We have a large base and a wide range of people, which means that we need more stores to serve our customers.

A sports brand related person said.

Another shoe company official said that its company has increased by more than 20% per annum in recent years, and the scale of the single store is increasing at the speed of 800 to 1000 per year, and the scale of the shop will soon be expected.

Bold innovation of small and medium brands

The emergence of small and medium-sized brands has become another bright spot in 2010.

The bold innovation of these brands in marketing mode, channel, positioning and so on, once again let people see the relentless entrepreneurial passion of Quanzhou shoe enterprises.

The bold innovation of channel brand and its business mode of brand building (Fujian) Shoes Co., Ltd. is especially concerned.

In addition to the noisy sports shoes market, the company found another brand of vulcanized footwear, which is still fresh.

Shi Chunming, deputy general manager of Jian Tai Company, believes that we must follow the principle of high platform diving and achieve rapid development through good market, good technology and good platform.

In response, he proposed the idea of "non sports line".

In addition to heading for the new blue sea of vulcanized shoes, bolda has also made bold innovations in its business model. Its "jeans + vulcanized shoes" cross-border cooperation mode provides a new brand with the possibility of rapid rise in the expansion of channels.

The idea of Bao Da is to form an alliance with jeans, shoes do not grab pants, trousers do not grab shoes.

Through the infiltration of each other's channels, not only can it bring about the fission of the terminal network, accelerate the penetration of the network, but also can pfer the "jeans + vulcanized shoes" to the fashionable lifestyle.

Differentiated marketing, from the product innovation to win the game, and the Wan Tai Sheng group, the company developed a new shoe "garden shoes."

It is understood that "garden shoes", also known as "cave shoes", has been popular in Europe and America in recent years.

In 2007, President Bush caught up with the trend of summer sandals. His feet match this kind of "cave shoes".

As a result, the ten EVA production lines were introduced last year, and the production line will be devoted to the production of new brand "Te WA" garden shoes.

As well as "garden shoes", which is also unfamiliar to domestic consumers, there is a new "swing shoe" launched by Chia Tai (China) Sporting Goods Co., Ltd. last year.

This so-called "rocking shoes" is hard to say clearly which kind of shoes it is. In fact, it is a product with a combination of new technologies and new concepts with fitness and body functions as well as entertainment effects.

Chia Tai is relying on its unique and distinctive product as a sharp knife product to drive the Chia Tai brand from the positioning of the original sports shoes to the concept of new fashion life.