Sports marketing should find proper positioning

Sports marketing has always been an enthusiastic marketing method for adult sports brands. However, when more and more adult brands succeed with the help of sports marketing, the children's shoes companies have also used the cartoon channel + local TV + TV program title. The traditional marketing and publicity model emerged, multi-pronged display of the "soft power" to the market, played the sponsorship of young sports events.

Outside the stadium, the Olympic Games that started the four-year marketing competition, and all kinds of large and small sports events in the post-Olympic cycle, have become the focus of competition for various sports brands. Although they cannot obtain the core resources of the Olympic Games, the children's footwear enterprises still Outside the stadium started the marketing battle.

It is understood that in this year's London Summer Olympic Games, Bunker Children's Shoes has sponsored the 2012 National Juvenile Athletics Championships and the 2012 National Juvenile Table Tennis Championships.

"Sports marketing of children's shoes has begun to sprout in the past two years." Chen Shuqing, general manager of Liuhe Children's Creative Industry, told reporters. It is understood that in 2009, Yonggao's children's shoes sponsored the first domestic juvenile sports model contest; after that, Yonggao also named the national juvenile table tennis competition, the 2010 China Junior Sports Model Contest, 2011. China Children's Sports Model Competition and other events.

In order to lay a leading position in the professional youth sports equipment field, Qi Bohui successfully became a strategic partner of the “2009 National Youth Volleyball Championship” in March 2009, and in July became the only designated sponsor of the “2009 China-Russia Youth Games”. Business.

Advantageous resources to tilt to the big brands "From the current point of view, enthusiastic sports events marketing adult sports brand almost all the advantages of domestic sports resources." Chen Shuqing said. It is understood that in addition to ANTA as a partner of the Chinese Olympic Committee, Li Ning and CBA have signed a memorandum of cooperation. Among the domestic competitions, the Super League has been signed by Nike until 2019, and 361° won the 2010-2015 China (nationwide). The exclusive title sponsors for the six men's/women's volleyball leagues, grand prix and championships, and in-depth cooperation with the China Table Tennis Center, Xtep has taken almost all marathon events.

"In recent years, with the emphasis placed on the children's market by adult sports brands, the struggle for resources has begun to slowly infiltrate into the field of youth competitions." Chen Shuqing personally felt this kind of **. Since 2011, Chen Shuqing has found that the difficulty of getting the top domestic youth competition resources is increasing. The most typical case is for Nanjing 2014 Youth Olympic Games.

“I started to pay attention in the second half of 2011 and originally wanted to win the advertising agency rights of the Youth Olympic Games for 20 million yuan.” However, at the beginning of this year, when Chen Shuqing contacted the organizing committee of the Youth Olympic Games once again, he discovered all the events. Resources have been monopolized by 361°, "that is to say, other brands, whether children's or adults, have no chance to want to sponsor."

"In the future, with the intensification of competition in the children's clothing market, advantageous resources will intensify the concentration of some powerful big brands, which has also brought the test of the sports marketing of children's shoes brands." Luo Zhengming, deputy chief of the dog operating center, said.

However, for some children's shoes enterprises that are positioned in professional youth sports equipment, sports marketing seems to be a threshold that cannot bypass the past. How to find suitable resources under the pressure of adult sports brands? It is very important. "Children's shoes brands can not seek out the competition resources, but must pay attention to 'door to door'. On the one hand, sponsorship investment should be within the scope of the enterprise, on the other hand, resources should be consistent with the company's brand positioning." Chen Shuqing said.

Sports marketing has always been an enthusiastic marketing method for adult sports brands. However, when more and more adult brands succeed with the help of sports marketing, the children's shoes companies have also used the cartoon channel + local TV + TV program title. The traditional marketing and publicity model emerged, multi-pronged display of the "soft power" to the market, played the sponsorship of young sports events.

Outside the stadium, the Olympic Games that started the four-year marketing competition, and all kinds of large and small sports events in the post-Olympic cycle, have become the focus of competition for various sports brands. Although they cannot obtain the core resources of the Olympic Games, the children's footwear enterprises still Outside the stadium started the marketing battle.

It is understood that in this year's London Summer Olympic Games, Bunker Children's Shoes has sponsored the 2012 National Juvenile Athletics Championships and the 2012 National Juvenile Table Tennis Championships.

"Sports marketing of children's shoes has begun to sprout in the past two years." Chen Shuqing, general manager of Liuhe Children's Creative Industry, told reporters. It is understood that in 2009, Yonggao's children's shoes sponsored the first domestic juvenile sports model contest; after that, Yonggao also named the national juvenile table tennis competition, the 2010 China Junior Sports Model Contest, 2011. China Children's Sports Model Competition and other events.

In order to lay a leading position in the professional youth sports equipment field, Qi Bohui successfully became a strategic partner of the “2009 National Youth Volleyball Championship” in March 2009, and in July became the only designated sponsor of the “2009 China-Russia Youth Games”. Business.

Advantageous resources to tilt to the big brands "From the current point of view, enthusiastic sports events marketing adult sports brand almost all the advantages of domestic sports resources." Chen Shuqing said. It is understood that in addition to ANTA as a partner of the Chinese Olympic Committee, Li Ning and CBA have signed a memorandum of cooperation. Among the domestic competitions, the Super League has been signed by Nike until 2019, and 361° won the 2010-2015 China (nationwide). The exclusive title sponsors for the six men's/women's volleyball leagues, grand prix and championships, and in-depth cooperation with the China Table Tennis Center, Xtep has taken almost all marathon events.

Filtered advertisements "In recent years, with the emphasis placed on the children's market by adult sports brands, competition for resources has begun to slowly infiltrate into the field of youth competitions." Chen Shuqing personally felt the **. Since 2011, Chen Shuqing has found that the difficulty of getting the top domestic youth competition resources is increasing. The most typical case is for Nanjing 2014 Youth Olympic Games.

“I started to pay attention in the second half of 2011 and originally wanted to win the advertising agency rights of the Youth Olympic Games for 20 million yuan.” However, at the beginning of this year, when Chen Shuqing contacted the organizing committee of the Youth Olympic Games once again, he discovered all the events. Resources have been monopolized by 361°, "that is to say, other brands, whether children's or adults, have no chance to want to sponsor."

"In the future, with the intensification of competition in the children's clothing market, advantageous resources will intensify the concentration of some powerful big brands, which has also brought the test of the sports marketing of children's shoes brands." Luo Zhengming, deputy chief of the dog operating center, said.

However, for some children's shoes enterprises that are positioned in professional youth sports equipment, sports marketing seems to be a threshold that cannot bypass the past. How to find suitable resources under the pressure of adult sports brands? It is very important. "Children's shoes brands can not seek out the competition resources, but must pay attention to 'door to door'. On the one hand, sponsorship investment should be within the scope of the enterprise, on the other hand, resources should be consistent with the company's brand positioning." Chen Shuqing said.

According to reports, the position of Wan Taisheng's wts/kids brand is based on the basketball series. When looking for cooperation resources, it will be sponsored by basketball tournaments. It will eventually sponsor the China Junior Boys' Basketball Classic. "In terms of sports marketing, the company finds the right positioning to make the greatest benefit from each investment." Lin Weisheng, general manager of Wan Taisheng Shoes Co., Ltd. analyzes.

“Children’s shoes brands have begun to attach importance to sports marketing. This is a good starting point, but sports marketing is not limited to one point. It is the need to integrate resources, have clear strategies, and persist for a long time. Fundamentally, it is impossible to support the so-called event marketing.” Analysis of the industry, after the company spread the brand through events, it may attract more consumers. At this time, only the company's products, channels, services, etc. are consistent with the brand's image, consumers will really recognize this brand.