Shoes And Clothing Enterprises "Sing" London Olympic Games To Aggravate The Economic Haze

The Olympic Games of four years have finally begun in anticipation of the Olympic Games. The Olympic Games not only arouse the enthusiasm of sports enthusiasts, but also the enthusiastic participation of Chinese and foreign sports brands. As everyone knows, behind this Olympic war, there is more "economic war" in sports circles.

　 　 Shoes and clothing Enterprises sing "London Olympics" to aggravate the economic gloom

Since the 2008 Olympic Games, many sports brands in China have tasted sweetness. The first-line brands such as Adidas, Nike, Lining, PEAK and so on have been fruitful in the 08 Olympic Games. As a sports brand magnate, Adidas provided equipment for 16 countries and regions during the 08 Olympic Games. It is understood that when Adidas sponsored the Beijing Olympic Games in 2008, its rival Nike won the sponsorship of ten years. When Adidas sponsored the London Olympic Games this year, Lining recently won the sponsorship of CBA. In addition, Anta, 361 and other well-known domestic brands in the 08 Olympic Games also won a lot of achievements. With the grand opening of the London Olympic Games this year, the major sports brands have long been unable to bear the hope of making a beautiful battle through this Olympic Games.

All the people sing "London Olympics"

Over the past two years, various sports brands have been suffering from high inventory, blocked channel expansion and failure of spanformation. The 30% to 50% high annual growth of Chinese sports brand enterprises has become the end of the past, relying on continuous shops and increasing profits. This year, sports brand enterprises began to "sing" London Olympic Games in order to break through the current predicament.

First of all, let's talk about PEAK, one of the biggest sports brands in China. It is understood that this year's London Olympic Games, PEAK sponsored 7 Olympic Games delegation, according to PEAK CEO Xu Zhihua introduced, we will rely on the influence of seven countries in various regions, to enhance the PEAK brand in the local market visibility and influence.

It is reported that all the officials and athletes of the seven Olympic Games delegation will appear in the London Olympic Games in PEAK's outfit, award dress and other professional equipment. PEAK's powerful Olympic delegation includes the four continents of Europe, Asia, Africa and Oceania, creating the history of PEAK, breaking the record of sponsoring the Olympic delegation by the Chinese sports brand and forming a strong "fighting spirit territory".

In addition, Lining as a major sports brand in China, due to various factors such as the resignation of senior executives and the failure of brand remolding in the past two years, compared with the 08 years' performance, the performance of Beijing has declined sharply. Lining himself commented on the performance in 2008: "the Olympic Games in 2008 is undoubtedly the key point. The group successfully grasped this historical opportunity and implemented our integrated marketing strategy, which has made great contributions to enhancing the brand value of the group." With the grand opening of the London Olympic Games, Lining's Olympic marketing continues. It is reported that Li Ning Co will continue to support China's gymnastics, diving, shooting, table tennis and other five "dream team", and in June released five entries sports equipment.

In addition, 361 degree, Anta, Hongxing Erke's London Olympic marketing plan is also in full swing.

London Olympics are "commercialized"

The 2008 Olympic Games in Beijing made many businesses fruitful. And this year, we also smell the "commercial flavor" of the London Olympics.

A 81 year old granny in London embroidered a little sweater with five Olympic rings for the little doll. After preparing for sale, she raised money for the church and was warned to stop it.

More than 800 retailers in the more than 40 venues of London Olympic Games are not allowed to sell potato chips, because the sale of potato chips belongs to the power of McDonald's.

The Derby University was told not to hang a scroll supporting the London Olympics.

The Olympic Games once again confirmed the title of "commercialization" and counted the Olympic Games in London. The British media claimed that the London Olympic Games were the most stringent Olympic Games in the history of brand protection. On the surface, the London Olympic Organizing Committee protects the Olympic brand, and the biggest beneficiaries are the sponsors of the Olympic Games.

Can we really turn over with the help of Olympic Games?

Due to the impact of this year's economic crisis and cost increase, many sports brand enterprises have been blocked. Every year 6, 7 and August are supposed to be the off-season for the footwear industry. But due to the Olympic elements, this year's off-season has become a busy season.

The Olympic year is a year for sports goods brands to exert their strength, and also a year for sports brand "bumper harvest". Many enterprises are betting on the Olympic Games, hoping to break through the current predicament, but the London Olympics can really make the Chinese sporting goods industry develop and turn over. Li Ning Co said: "the Olympic Games will still play a stimulating role. The sports industry will face fierce competition this year. In this environment, timely adjustment, faster inventory clearance and adjustment of store structure is extremely important. "

It has also been pointed out that the 2012 Olympic Games are hard to become the lifesaving straw of domestic sports brands, so the proportion of overseas sales is very limited. Taking Lining as an example, its semi annual report in 2011 shows that the proportion of sales revenue of Lining brand international market is only 1.7%.

In view of this problem, many experts also have different views. Zheng Zhiping believes that after all, the 2008 Olympic Games is our home and London is away, but he said that this means that Chinese sports brands have the opportunity to set up their own brand image in Europe. For domestic brands, this is a great opportunity to make a name for themselves, and it will also drive the domestic market. Not only that, it can also take this opportunity to change the brand image of Chinese sports, so that people can no longer stop at Chinese brands in Shanzhai and low brand, and can display the excellent brand and price advantage of Chinese brands in the European market.

With the help of the Olympic Games, we can not give a positive answer to this question. But we know that every year the London Olympic Games will produce many magical black horses. What brands will be born this year?