Sports Brand Focuses On "Post Olympic Marketing"

Although the theme of the Olympic Games has become the starting point of many brands' planning and promotional activities, in order to avoid being overwhelmed in various brand promotion, some shoe companies have come up with a new path to launch the post Olympic marketing plan. They plan to launch large-scale brand promotion after the Olympic Games, in order to maximize the effectiveness.

Recently, with the influence of "Haibo", Qi Qi held the opening ceremony of "support the Olympic Games and love China million signature" in Shishi clothing city.

Cai Jianlei, general manager of the sporting goods Co., Ltd., said: "the signature activity will be launched in the stores all over the country, and this final signature will be displayed on the opening day of the Olympic Games in August 8th."

Cai Jianlei said that with many sports brands in the pre Olympics and the Olympic Games during the large-scale input different, its plan for the Olympic Games, in addition to the immediate "millions of signatures" activities, will be more resources and energy after the Olympic Games.

"We are going to look for another Olympic champion after the Beijing Olympics."

Cai Jianlei believes that it will be more accurate and effective to find another spokesperson after the Olympic Games, and there will be more articles to do.

It also tends to "follow the lead" strategy, and another sports brand, Golden Lake, has the intention to attack again after the Olympic Games, so as to avoid the competition peak period of many brands during the Olympic Games.

Yao Hui, marketing director of Golden Lake sporting goods limited, said that in the face of the current rush of Olympic express, Kim lake will not follow up, but will choose to attack again after the Olympic Games.

"Including new spokesmen, advertising and other promotional activities, we will be targeted after the Beijing Olympic Games."

Yao Hui said, "the Olympic Games bring great opportunities to the sporting goods industry, but at the same time, it has attracted unprecedented fierce competition. These competitions are not only from domestic counterparts, but also from international brands.

Some local brands choose to participate in the competition at this time, so they have to invest more money than usual. The effect is not necessarily obvious. Therefore, Yao Hui believes that from the tactical point of view, it is not as good as killing the 42 dives after the Olympic Games.

The special assistant to President of del Hui sporting goods Co., Ltd. also expressed similar views.

He believes that the Olympic Games are universal for the domestic market. In addition to the competition among domestic brands, the major international brands of various industries have invested heavily in this period. The investment of enterprises at this time is not big enough and the bright spots are not distinctive enough. In the end, it will inevitably be overwhelmed by the huge waves of brand promotion, which will not achieve the desired result if they spend too much money.

"It is a good idea for enterprises to increase investment after the Beijing Olympic Games."

Some marketers believe that the heat provided by the Olympic Games to the market is only a short period. However, the market is long-term. Enterprises need Olympic marketing, and they need rational thinking based on cost. Besides, Olympic marketing does not necessarily have to be held before or during the Olympic Games.

As long as we do well in Olympic Games and plan well, we can do Olympic marketing after the Olympic Games.