Sports Brand Takes Advantage Of Star Effect And Interactive Marketing.

Interaction with NBA stars

The NBA basketball tournament in the United States has entered the off-season, and the signing players of the Quanzhou brand have come across the ocean again.

Unlike the NBA stars in China in previous years, this year, Anta and PEAK are among the top two players in the competition.

In this year's NBA China industry, more stars have come to the three or four tier city.

From June 20th to early August, a 4 star PEAK star led by the 4 NBA all star players and 3 NBA champion Tony Parker went to Beijing, Hangzhou, Shaoxing, Wenzhou, Quzhou, Nanchang and other cities to open the first PEAK 3 * 3 Basketball Championship, and had close contact with local basketball lovers.

It has been 10 years since the first PEAK Star China trip was held in 2006.

PEAK has to use the star effect to the extreme.

Ever since PEAK accelerated the internationalization of its brand, the company's enthusiasm for signing the stars has never been reduced, but it has also deepened.

Xu Jingnan, chairman of PEAK's board of directors, said PEAK will continue to move on.

"In the future, we will continue to expand overseas business and continue to sign up for international basketball superstars."

PEAK CEO Xu Zhihua also said in an interview: "we are working hard to bring more and more famous international players to Chinese fans every year. The aim is to make PEAK consumers get more happiness and better brand experience in interaction with idols."

In recent years, China's sporting goods have strengthened its penetration into foreign markets. Apart from PEAK, Anta is also leveraging NBA to seize the market.

In 2014, Anta became a NBA official market partner and NBA authorized supplier. Anta further enriched Anta -NBA joint brand products, and launched the NBA2015 All-Star and finals basketball shoes.

On the other hand, Anta signed the Jinzhou warriors star guard Clay Thompson.

Considering that the problem of homogenization still exists, Anta, which has won the mass market with high performance price ratio, is working to improve product differentiation through innovation.

Anta revealed that in the first half of 2015, the proportion of Anta's research investment in the cost of sales was 5.2%, up from 4.3% in 2014.

The ratio is close.

Star effect spreads corporate culture

Recently, WeChat friends circle, micro-blog and other social platforms were "Ning Zetao" screen.

In 2015, Russia Kazan swimming world championships men's 100 meter freestyle final, Ning Zetao won 47 seconds 84, becoming the first Asian to win the world championships in history.

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For a time, "Ning Zetao" became the hot word of the whole nation.

And Ning Zetao's "golden master" 361 degrees also came in red.

In February of this year, Ning Zetao has been "contracted" by 361 degrees, becoming one of the 361 degree signing spokesmen.

361 degree responsible person clearly told us that Ning Zetao is the spokesman for 361 degrees.

As for the endorsement fee, he said it was not convenient to disclose it for the time being.

Reference to the anecdotal rumors that Sun Yang's endorsement fee should be no less than seven digits.

Sponsored the national team to go to the world championships jerseys 361 degrees, is the biggest winner.

On the second day after the game, on August 7th, the WeChat soft platform on the 31st WeChat public platform released the "history of the 100 metre flying fish - China ningtao Tao".

In addition to congratulating Ning Zetao on his history, the official micro-blog at 361 degrees also released the related links of the same swimming cap, swimming goggles and other related products during the Ning Zetao competition.

Then, on August 8th, 361 degrees released the information of the championship carnival on the platform. In August 16, 2015, Sun Yang will meet with fans in Beijing twenty-first Century swimming pool, and ye Shiwen will hold a fan meeting at Zhejiang Gongshang University swimming pool in August 22nd.

The most watched Ning Zetao will be in August 23rd with South China Normal University swimming champion to show you eight ABS.

Footwear industry in Fujian

Secretary General Pan Hongyuan told reporters: "in several large sporting goods enterprises that have been listed in China, there are not many developers involved in swimming accessories, and 361 degrees is a relatively professional job.

In 2013, it established a partnership with China's national swimming team.

And the hot effect of Ning Zetao is also the result of 361 degrees accumulated over the years.

Interactive experience has become an important means of brand marketing, and the marketing method of this interactive experience has attracted more and more attention from brand dealers.

Pan Hongyuan said that through the series activities of image ambassadors to create deep interaction with target consumer groups, we can deeply spread the culture and spirit of enterprises.

"With the upsurge of sports industry in China, more and more enterprises are using sports events and sports stars to rush for gold.

As for the effectiveness, enterprises are most clear and believe that it will bring some benefits.

Although serial marketing does not necessarily give too much meaning, it is also one of the means of brand building in a realistic competitive environment.