Industry Analysis: Sports Marketing Needs Innovation

Most famous foreign sporting goods brands have experience in processing in Fujian.

Sportswear, sports shoes and hats, sports equipment and other sporting goods production and processing enterprises spread all over Fujian. Production accounts for 1/4 of the country's total production.

Especially in Jinjiang, in the past 6 years, many famous sports brands have been built. Athens Olympic mascot Athena and Fei worth are produced by Jinjiang enterprises.

Star advertising effectiveness diminished

"Many private enterprises have similarities in product categories and promotion. They imitate each other and learn from each other. The successful experience of other enterprises can easily be duplicated in their own enterprises, because the imitation formed by geopolitical relations is called the" neighbor effect ".

In Fujian, sporting goods enterprises show a strong "neighbor effect".

Xiao Yang, associate professor of management at Fuzhou University, points out that the main similarities are:

Big hand advertising.

A number of leading sheep took the lead in launching huge advertising and achieved good results. Many companies followed suit, and once attracted a national TV station to go to Jinjiang to hold an advertising promotion conference.

And Fujian sporting goods enterprises often take tens of millions or even hundreds of millions of TV advertising.

Keen on celebrity endorsements.

Almost all sports companies in Fujian have chosen celebrities as their own brand spokesmen.

The gap between sports programs, a large number of stars are recommending the brand of sports shoes: Kong Linghui: "Anta, I choose, I like"; Nicholas Tse: wearing XTEP sports shoes, has a "flying feeling".

This star lineup + rolling broadcast promotion method, in a short time to enhance the brand exposure rate, also quickly occupied a certain market share.

However, as more and more enterprises set foot in the field of sports brand, the intensity of market competition has intensified, and the limited consumer groups in the market have been divided.

Now the sporting goods business in Jinjiang is faced with the situation that "Adidas is not a professional, but Lining is famous."

It is vividly described that Fujian sporting goods enterprises have put brand building on the stars, and the product war has turned into a star wars. The result is that consumers remember the faces of stars, but they can not remember the brand of products.

Seeking new space for marketing

So how should we solve this homogeneous marketing?

Some experts and scholars put forward a plan on the Straits Youth Forum held in Fuzhou recently.

Ph.D., a sports science doctor, said that the enthusiasm of Fujian enterprises to advertise is very high. However, some convenient and internationalized marketing methods are seldom used, one of which is the participation of sports events.

According to Cen analysis, enterprises sponsor a general scale sports event, which is between 200 thousand and 300 thousand yuan, while some large TV media put the lowest price in advertising to 20 thousand to 30 thousand yuan per second, which is up to tens of thousands of dollars per second in prime time.

Guo Jie, President of China fertile sports management group, said: "there are four possibilities for Fujian to win Olympic business opportunities. First, it becomes a direct or indirect supplier in the Olympic construction and Olympic organizing work, especially in sports equipment, clothing, naming and so on. The space is very large and the price is very high. Two, we actively evaluate the investment value of sports stars as the brand image ambassadors in the matches and after the games; three, consciously increase the possibility of sports components in the brand communication, strive to become the tide brands in the new generation sports trend through the Olympic Games; four, consciously participate in, utilize or even organize participatory sports events, so as to form a more systematic and complementary means of integration in brand communication.

"From a deeper level, we should look beyond sports events to see sports marketing, because the economic effects of a sports event are non regional, and enterprises should publicize their image through the fairness and health of sports events, and the power of events themselves."

Guo Jie said: "there is more and more business opportunities for a sports event, and there is unlimited expansion in both time and space.

The concept of sports industry in a narrow sense seems to be concentrated on shoes and clothing. In fact, sports products should be integrated so that enterprises can do better marketing around sports.