Domestic Sports Brand Sponsorship Of The Olympic Games Needs Cold Thinking.

When Chinese athletes frequently boarded the podium for the London Olympic Games, when two South African swimmers unexpectedly beat Phelps to win the gold medal, when North Korean weightlifters did well, people would find that they were dressed up.

They are all sports brands in China.

On the London Olympic Games, the Chinese sports brands can list a long list: the sponsor of the Chinese sports delegation sponsors the delegations of South Africa, Iran and Uzbekistan for Anta, Hongxing Erke, PEAK is in cooperation with Algeria and other countries, and the 361 degree partner is the DPRK delegation.

With the sponsorship of the Olympic Games, the path of choosing these brands is not the same.

Anta, who became a partner of the Chinese sports delegation from 2009 to 2012 at the price of 600 million yuan, launched the Olympic strategy from "champion dragon clothing to China dragon flying" early.

Today, the "champion dragon clothing" has been seen in the eyes of people in the eyes of the Chinese delegation, which has been remembered in London Olympic Games.

Hongxing Erke, PEAK, and 360 degree brands choose to go abroad and choose another way to choose foreign delegations who have gold medal strength in some sports events.

With the full development of the Olympic Games, these brands are expected to attract the attention of the global audience with the help of the sponsorship delegation.

"Packing" sponsorship of national delegations is a common way of sports sponsorship. Selecting strong sports teams or athletes for sponsorship is also an effective means to win eye and win attention.

Lining, the most experienced athlete with the most abundant Olympic sports resources and the most abundant sports resource, focuses on China's top gold winning teams, such as the Chinese table tennis team, gymnastics team, badminton team, diving team and shooting team.

Sports brand sponsorship of the Olympic Games is logical and natural.

Enhancing the brand and stimulating growth through the Olympic platform is the real driving force behind sponsorship.

But the fact is that there is no investment in return, sponsorship is valuable, but return is a variable.

In the highly concentrated stage of the Olympic Games, attracting attention and increasing the opportunity of exposure is an excellent opportunity for the spread of the brand. It is also a good start for the domestic sports brand to expand the international market. What is the problem to do after attracting the eyeballs?

At present, most of China's sports brand market is in the domestic market, and there are widespread pressure on order decline, stock increase and profit decline.

How to use effective marketing and service means to turn the high-profile Olympic sponsorship into the sales force of the domestic market and promote the growth of the domestic market is the primary issue for domestic brands to consider.

Moreover, the Olympic Games will eventually be called off. How to combine short-term market stimulation with long-term growth will also test the wisdom of the manufacturers.

According to a survey, 80% of Olympic sponsors did not achieve the desired results, mainly because the follow-up technology, promotion and service work failed to follow up effectively, and they could not strike while the iron was hot.

In the final analysis, the competition of enterprises is not in a hurry.

Only by strengthening product design and technological research and development, improving the market competitiveness of products, and cultivating a large number of loyal consumers, can we truly gain the right to speak through effective marketing promotion and establishing a good brand image.