The Olympic Marketing War Between Brands Has Started.

It is less than half a month since the opening of the Olympic Games in Rio. This is both a sporting event attracting worldwide attention and a marketing feast for sports events.

Recently, with the establishment of the sports delegation of Rio Olympic Games in various countries, Quanzhou

China for enterprise operation

"Entering the public view, sponsoring the Olympic Legion and other marketing models surfaced, and the Olympic marketing war among brands has started.

Signing ten Olympic delegations

By the end of last month, the partner of the Chinese Olympic Committee

The designed Chinese delegation won the award equipment "champion dragon suit" and the Rio Olympic Games equipment for ten national teams, such as gymnastics, trampoline, weightlifting, judo, boxing, taekwondo, rowing, canoeing, water polo and so on.

At the same time, Anta announced the launching of the Olympic Games with the theme of "breaking down". In addition to releasing the dragon clothing, which is mainly aimed at the Chinese Olympic delegation, a series of Anta Volkswagen products with the Olympic Games as its elements have also been formally launched, and cooperate with several mobile marketing platforms, sina Tencent and other portals.

It is understood that as early as 2009, Anta signed the Chinese Olympic Committee. Over the years, Anta has provided more than 20 events for the Chinese sports delegation, and more than 6000 people have received nearly 600 awards and equipment and nearly 500 thousand times of life equipment.

In the 2012 London Olympic Games, Anta's champion dragon clothing went to the Olympic top podium for the 38 time. It is also in this year that Anta sales exceeded Lining to become the first local brand.

With the opportunity of Olympic Games and the opportunity of Olympic Games, many Olympic Games marketing curtain of Quanzhou sports brand has been opened.

Starting from the 2008 Beijing Olympic Games, PEAK opened the Olympic development plan, and sponsored the Iraqi Olympic delegation to make a mark in the Olympic Games.

Since then, PEAK's Olympic strategy has been steadily upgraded. In April this year, PEAK and the Palestinian Olympic Committee held a signing ceremony, which resulted in the increase of PEAK's Olympic corps to 10.

"The number of Olympic delegations signed by PEAK has surpassed that of other Chinese sports brands, and is also the third largest sports brand in the world supporting the Olympic Games."

PEAK responsible person said that cooperation with the Palestinian Olympic Committee is an important part of PEAK's implementation of the "Olympic development strategy" and the promotion of PEAK's brand and market internationalization strategy.

Similarly, the president jogging shoes, after winning the sponsorship qualification of the 2016 World Women's Volleyball Grand Prix, also sponsored the Rio Olympic Tunisian delegation to build a high standard professional sports equipment for them.

"The cooperation with Tunisian Olympic Committee has not only opened the first place for the president jogging shoes brand to participate in the international top competitions, but also a landmark step in the internationalization of the brand.

In the near future, the president's jogging shoes will come out with the world's top brands in the Olympic Games around the world, which has a milestone in the strategic upgrading of brand internationalization.

The president of jogging shoes company said.

Marketing focus is still innovation

The industry believes that whether it is sponsoring the Olympic Legion or leveraging Olympic stars, the focus of Olympic marketing lies in the continuous innovation of enterprises.

In May this year, the official uniform of the Rio Olympic Games and Paralympic Games was officially released in Brazil in 2016. The 361 degree exclusive supply of technical officials, medical personnel, tournament service personnel, other staff members and formal clothing categories, and in the product design efforts.

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In the design of this champion dragon clothing, Anta specially hired the famous fashion designer Masha Ma as the design consultant of the champion dragon clothing, and created a winning costume combining traditional Chinese and modern fashion.

For example, using the illusion effect of modern neon lights combined with paper-cut art, create a "shadow dragon" shape, and make it a reflective effect, meaning the Dragon Yao Rio.

In order to make the athletes wear more beautiful and comfortable, the champion dragon clothing is trimmed by 3D, the whole dress is more refined and upright, and the two arm three-dimensional structure splice elastic fabric, so that the movement can be increased and the wearing comfort can be improved.

At the same time, the product is integrated into the latest scientific and technological achievements, so that the fabric and lining can maintain good adhesive force, so that the air will be unimpeded and the permeability of products will be improved.

The fabric also uses a special water repellent technology to effectively resist Rio's occasional rainy days.

In addition, the inner layer is cooled by xylitol, and even in a hot environment, it can feel refreshing and pleasant.

"Olympic project is a fast way to enhance brand power. The purpose of sports brand sponsorship is to enhance the image of fashion and professional sports."

According to the analysis of the industry, when sporting goods companies are trying their best to win the Olympic Games, they should combine Olympic sponsorship with their daily business operations to make full use of the Olympic sponsorship effect and expand the brand influence.

Anta, for example, promotes cross-border marketing through licensed products, and promotes the core products such as the award dress online, so as to promote the sales of the award winning clothing products.