Shoe Enterprise: Interpretation Of "Circle Marketing"

Ding Wu said that the "360 degree" in the 31st degree represents a circle, a full stop, and attributed the past achievements to this circle.

At the time of its founding, Jinjiang has produced more than 3000 sports shoes and sportswear enterprises.

In the 03 years, celebrity endorsement can be said that the Convention of marketing mode has been popular all the time. Even today, many enterprises are still keen to hire celebrities as spokesmen.

360 degrees are different. When other media spend a lot of time advertising in the major media, they join hands with major sporting events.

Ding Wu said that the new brand has just pushed, the need is to rapidly enhance brand exposure and increase company visibility.

Zhao Tao, deputy director of the 331 brand management center, said: "competition resources are not like ordinary advertising endorsements, only a few seconds, one event has multiple games, a game has been played down for several hours, sponsorship of sports events, help to increase the brand's exposure and enhance the credibility of the brand."

Since then, a series of events such as the Chinese Table Tennis Super League, the Xiamen International Marathon, the Chinese College Basketball Super League (CUBS) and other events have been sponsored one after another.

In 2008, it invested 350 million yuan in the 31st degree and signed the Guangzhou 2010 Asian Games sportswear senior partner to become the first sporting goods brand in China to sponsor the intercontinental games.

In 2009, the signing of the Asian Olympic board was awarded as the official sponsor of the Asian Olympic Council, and the only one in the sporting goods industry.

"Being the senior partner of the 2010 Guangzhou Asian Games, there is no doubt that it will raise the brand image and enhance the core competitiveness of the company.

It will go to the international stage through the Asian Games.

Ding Wu told reporters.

TV network can not be less

Media resources need diversification

It is an extraordinary thing for entrepreneurs to seize the fleeting business opportunities at ordinary times.

The son of Ding Wu likes to play games with QQ.

One night, a day after day, Ding Wu came home to see his teenage son playing with the game. Even his father walked into the room.

"Son, what are you playing? So fascinated?"

"You don't understand this? What a cliche! This is the latest game on QQ. My classmates and I like to play."

Ding Wu took an interest in watching him for an hour behind his son. Suddenly, he saw the bright spot: since the children are so fond of playing games, why not cooperate with the website? Find Tencent net!

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At that time, most of the similar brands were keen on TV marketing, and 360 degrees could not be avoided. A large number of advertisements were launched in the popular Super Girls program of Hunan satellite TV.

"At that time, it was necessary to have a face with people all over the country.

When this goal is achieved, we quit, because we are a professional sporting goods manufacturer and can't always turn around in the entertainment industry.

Zhao Feng said.

The strategic cooperation with Tencent has continued since March 31, from single advertising to implantable network marketing to interactive marketing.

When people open QQ to chat with their friends, they will play the 31st degree advertising interface. When playing the game of landlords, they suddenly find their identity turned into a "360 degree businessman". When they see that other players' virtual image is a handsome 360 sportswear dress, they will not be able to go to the shopping mall to choose 360 degree sports equipment.

The cooperation with CCTV shows that the marketing platform and quality of the company have risen to a new height.

In November 2006, in the tender invitation of "CCTV 2007 to 2008 live sports cooperation partners", the famous international brand winning bid was defeated at the 31st level. It broke the international giant's monopoly of the top media resources during the sensitive period before the Olympic Games, and achieved a breakthrough of the national brand against the international brand. In 2008, it signed a 31st degree contract as the CCTV sports channel host and the clothing supplier designated for the appearance reporter, marking the beginning of a highly integrated sports marketing mode.

From "courage" to "love"

The brand image is not only promoted.

In a competitive sporting goods industry, a good brand slogan is of great significance for improving brand appeal.

In different stages of development, the brand slogan of the brand is constantly changing and improving.

Before 2008, the brand slogan of "31st degree" was: "be brave enough to be yourself", highlighting a "dare" word, emphasizing the publicity of personality, meeting the psychological needs of young people and winning the hearts of the majority of young people. In 2008, the slogan of the brand name of the Beijing Olympic Games was pformed into: "China is brave enough to be herself", chanting the voice of the Chinese people and calling the pride of the Chinese people.

That summer, viewers waiting in front of the TV can hear the brand slogan of "331 degrees" every day: "China, be brave enough to be yourself".

This brand that sounds a little special has made a deep impression on everyone.

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In 2009, when it became a senior partner of the 2010 Asian Games in Guangzhou, it launched a new slogan of "Asia more than one love".

In this regard, Ding Wu explained that China's sports are rising rapidly, and are on the way from a sports power to a sports power.

As a first-line brand in China's sporting goods industry, how can we communicate with Asian people and people all over the world with a brand attitude? If we emphasize several gold medals at the Asian Games in Guangzhou, it will be of little significance.

We must have the mentality of a big country, appeal to everyone to love sports, enjoy sports and enjoy the beautiful life brought by the Asian Games to mankind. This is the essence of sports. This is the connotation of "Asia, more love".

The so-called "one more love" is everyone's sincere and simple love for sports. No matter it is work, study, life, or the people and things around them, it will be successful if there is more "one time" love.

The change of brand slogan is not only a brand image, but also an enterprise's mindset and values.

Speed and execution

The story behind the legend

The rapid rise of 360 degrees, the success of brand marketing, and the support of all these are the decision making speed and strong execution power of 331 degree, which is a unique corporate culture.

In June 2008, the Chinese Table Tennis Super League asked for a new name sponsor.

Ding Wu was informed of the information and immediately decided that he must win the competition resources.

The time limit is only one week from the deadline for submitting the project collection. The staff of the brand management center made an urgent action, day after day, and promptly submitted the project solicitation book, and competed with the colleagues for the naming right.

The generous sponsorship quota, imaginative marketing idea and powerful product research and development ability have made the 31st degree stand out and won the title right of Table Tennis Super League successfully.

In the next two months, the executive team of the 31st degree team had to complete the design, development and marketing of the clothing, sports shoes and accessories for the Table Tennis Super League. Even the organizers of the Table Tennis Super League felt that it was impossible to finish so much work in such a short time. But 361 degrees did indeed.

"For me, the hardest part is deciding whether to do a project or not.

Once I decide to do it, I believe that the executive team of 360 degree will be able to do so, as long as we meet the requirements and the necessary time.

Ding Wu said, "what I am proud of is that in the 7 years since the founding of the 31st degree, what we want to do has been achieved without failure."

This is the result of strict system.

The rule of "331" is "result oriented", without asking the process, one thing is determined to be done, the decision is made by someone, the condition and time is put forward by someone, the management is fully authorized, without interference, until the project is completed.

A sentence with emphasis on 31st degree is: "the creativity of 100 points does not have a strong executive power, which is equivalent to zero; if 50 points of creativity are executed well, that may be 100 points".

Executive power comes from corporate culture.

It is evident from the "time culture" peculiar to 360 degrees.

Ding Wu is very punctual. "He is determined not to be late or to be late."

The order of 5000 people will be 360 degrees. No one will be late.

Once a major customer would be 5 minutes late for the order, the staff at 31st degree did not let him in.

That sounds a bit excessive.

But the goal is to become a respected global sports brand.

Therefore, we should respect ourselves, respect others and let others respect ourselves.

From a family business to a listed company, it has grown from a workshop factory to a headquarters with 6000 employees, 6500 terminal stores nationwide, and an annual sales of over 4 billion yuan.

It took less than 7 years for the 31st Degree International Limited.

What is the legend of Chinese enterprises?

"We won first in the successful sports marketing strategy, followed by speed and execution," said Ding Wu, President and executive director of the company.

To put it plainly, it is to give the brand a good name first, and then let the whole nation know her as soon as possible. "