As To What Athletes Wear, How Do Domestic Sports Brands Break Their Heads?

Before the opening of the Olympic Games, the official killed the mascot leopard in the process of carrying out the Olympic flame, and bored all the athletes to decorate themselves in the Olympic village. N robbery happened in the local area.

The opening ceremony is not viewed by the outside world.

But in the opening ceremony, Brazil's "national treasure" famous model Gisele Bundchen appeared, the first green five ring bloom, the lighting of the circular torch tower symbolizing the sun, and so on, and most of the creative ideas were affirmed.

Of course, more fun is related to the Olympic Games.

Fang Fang.

According to data from Nbc National Broadcasting Company NBC Universal, which owns the broadcasting rights of the US Olympic Games, its Olympic advertising revenue increased from 821 million dollars in 2008 to 1 billion 300 million dollars in London in 2008, and Rio in March 29th has exceeded 1 billion dollars. This figure has reached 4 months earlier than London, and the Olympic Games has already become a big business.

Why did the Olympic Games become the meat and potatoes in the eyes of brands? Data show that in July 28, 2012 ~8 13 Olympic Games in London alone, the number of people who watched the Olympic Games in China reached 1 billion 180 million, and the event every 4 years is facing the world population, covering the aurora of the crowd.

In the Tencent sports report, it is also mentioned that there has been such a saying abroad: if we invest $100 million in normal circumstances, the popularity of the brand can be increased by 1%, and the same amount of money can be used to sponsor the Olympic Games, which will increase the popularity by 3%.

Therefore, the Olympic Games are regarded by almost all enterprises as "golden marketing period" which must not be missed.

Although the Rio Olympics just opened, the brands have already entered the "Olympic time".

As for athletes, what are the domestic sports brands?

As one of the most attractive sports events in the world, the Olympic Games are naturally the battleground of outdoor sports brands.

The main purpose of sponsoring the Olympic Games is to promote the internationalization of enterprises. According to the 361 quarter first quarter earnings report, the number of sales outlets in Brazil doubled in the first quarter.

However, if we want to get high returns in sponsorship, the key is to establish a unique relationship between the brand and specific events, and to effectively disseminated.

Defeating ADI smoothly "superior"

Official supplier of Rio Olympic Games:

In 2016, the global partners, official support providers and official suppliers announced by the Rio De Janeiro Olympic Games, the only sports brand came from China, that is, 361 degrees.

361. Apart from providing professional sports equipment for technical officials, medical personnel, tournament service personnel, torch bearers and other staff members for the official Olympic Games and Paralympic Games and all the test competitions, the 361 degree celebration will also provide ceremonial costumes, referee's cutting clothing and media aided traffic.

And in July 25th, 361 degrees officially released its Olympic theme product, "love is gold" series of comprehensive training shoes.

Through sponsorship, the 361 degree increase in the exposure of the arena, whether it is the embodiment of clothing equipment or site advertising.

Moreover, in Brazil, 361 degrees can appear as partners and propagandize in the local market.

According to public information, as of the end of the first quarter of this year, 360 degrees had 839 sales outlets in Brazil, double the number of sales outlets in the fourth quarter of 2015.

According to the relevant operational data from the fourth quarter of last year to the two quarter of this year, sales growth in the same store has remained above 7% for the past three quarters, while the average retail discount has decreased from 30% to 28% to 25%.

Topic merchandise drives e-commerce sales

Official sponsor of the Chinese Olympic Committee:

This year is the eighth year that Anta has cooperated with the Chinese Olympic Committee (COC). Since the 2010 Winter Olympics in Vancouver, Anta has made the first dragon wear for the Chinese Olympic Legion. Anta has been playing the role of the London Olympic Games and the Sochi Winter Olympic Games, and this year is no exception.

In June 29th, Anta held the Chinese sports delegation's Rio Olympic equipment launching ceremony in 2016 at the Beijing water cube, and opened the Olympic Games with the theme of "going to break".

In July 25th, Tmall jointly built the Olympic theme "super brand day", and sent 265 Dragon Olympic gold medals to commemorate the Olympic Games.

It is reported that during the Olympic Games, Anta will combine special topic events and topical personalities to create a group of topic goods exclusively on Tmall platform. While netizens are discussing these topic events and characters, they can also buy relevant theme products online. This will not only bring traffic to Tmall Anta's flagship store, but also achieve the double effect of brand communication and merchandise sales.

The tomato scrambled egg was registered.

Sponsor of the Chinese Olympic Committee: Heng Yuan Xiang

Male athletes, red shirts, white trousers, female athletes, yellow dress and white skirt, the Chinese delegation's opening ceremonies entrance dress is mixed away and is a dish of "tomato scrambled eggs". The designer of this dress is the old brand brand Heng Yuan Xiang. As an Olympic sponsor, the "tomato scramble egg" equipment has been with Chinese athletes for 8 years.

For netizens' Tucao, Guo Jianchen, manager of news and public relations of Heng Yuan Xiang group, was not angry with the media. He would vigorously promote the concept of tomato scrambled eggs in Rio Olympic sports marketing campaign plan. At present, Heng Yuan Xiang has even registered "tomato scrambled eggs" and registered a trademark, hoping to make it an element of Heng Yuan Xiang's brand.

Win the dream team.

Many national team partners: Lining

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Lining can be targeted precisely this time, aiming directly at the "dream team" of gold medals.

In July 13th, Lining released the equipment and field coat for the 2016 Olympic Games for the four teams of Chinese national table tennis, badminton, shooting and diving.

In addition, the Lining brand used the name of "surpass", with the 1996 Atlanta Olympic Games winning shoes "sword dragon" as the blueprint, launched the 2016 limited amount "EXCEED pcendence" running shoes.

Staggering around, collecting 10 countries

Multinational sponsors: PEAK

Due to the fierce competition for resources in the local Olympic battlefields, PEAK sports chose the peak shifting route.

In April 10, 2016, it formally signed a strategic agreement with the Palestinian Olympic Committee to become its Olympic sponsor.

So far, the PEAK sponsored Olympic Corps has increased to 10. It is the Olympic delegation of New Zealand, Slovenia, Ukraine, Cyprus, Jordan, Lebanon, Palestine, Nigeria, Egypt and Algeria and other 10 countries or regions.