Inspiration From Marketing War Of Sports Brand Asian Games

From the Olympic Games to the world cup, and then to the Asian Games, the grand sports events have become the arena for athletes of all countries, and are becoming more and more important.

Asian Games marketing becomes the home of Chinese brands

The Asian market is the first step for Chinese enterprises to "go out" and develop the internationalization of enterprises. As an intercontinental event, the Asian Games will become the best choice for Asian enterprises to enhance their awareness of Asian markets.

Therefore, many Chinese local enterprises have chosen this Asian Games as a platform for sports marketing. Overseas brands, apart from Samsung, have been fully occupied by the local brands. The Chinese brands including TCL, Wang Laoji, 361 degrees and so on are all trying to make use of the Asian Games to develop their territory. The Asian Games have become a marketing springboard for Chinese enterprises to establish brand image in the Asian market.

Compared with the high sponsorship and promotion costs of the world's top events such as the Olympic Games and World Cup, Asian Games marketing seems to be more consistent with the strength and market focus of Chinese enterprises at this stage. As Liang Qichun, general manager of brand management center of TCL group, once described why many Chinese Enterprises are so fond of the Asian Games, "Asian Games is an effective marketing tool for sports marketing, which is tailored by Chinese enterprises in brand marketing at this stage."

Zheng Jie, executive vice president of Anta, talked about why Anta chose the Asian Games as an international event. Now China's domestic competition has become a very international competition. The major international brands have already come in and compete with everyone. This Asian Games champion award dress is an opportunity to enhance Anta's brand awareness and reputation in the mass population.

This also shows that breaking through Asia and moving towards the world is undoubtedly a more pragmatic strategy for many local brands, and it is among the Asian Games marketing stage, and also represents the maturity of more brands in brand building.

How does Asian Games marketing become a winner?

The Asian Games as the highest level comprehensive sports event in Asia, with its social influence, media attention and audience aggregation effect, has become a big platform for brand marketing competition. But not all enterprises are suitable for this event. One important point is to see the fit between the Asian Games spirit and the corporate brand concept. Only when the brand idea of the enterprise and the spirit of sponsorship sports match are highly consistent, can the audience shift from the perception of sports spirit to the recognition of the spirit of the enterprise, so as to maximize the sponsorship effect.

Chinese brands appearing in this Asian Games should be said to be less blinded, whether they are related to the theme of Asian Games or the organization of Asian Games marketing and communication activities.

The theme of the Asian Games is "passion, harmony, Asia", and the slogan of Wang Laoji's herbal tea is "the Asian Games have me, the wonderful auspicious". The theme of the two games has been easily fulfilled. Over the years, it has always adhered to the TCL of international road and sports marketing. With the theme of "happy Asian Games New Horizons" as the theme, the Asian Games as the core, the Asian Games culture and TCL's brand attributes are combined to create a natural connection for consumers. The brand name of the sports brand is adjusted to "361 Asian love" in order to convey the spirit of the national movement, appeal to people to love sports, and use this sincere and simple love to treat work, study, life and people and things around them. For example,

Marketing around the theme of Asian Games is the key to the test of brand marketing efforts, not just to repeat the identity of "sponsors", but to bring opportunities around the sponsorship identity, to use various three-dimensional marketing activities to communicate with consumers and enhance brand awareness, which is the core of whether Asian Games marketing can really help brand growth.

For example, Wang Laoji's Asian Games marketing includes "singing the Asian Games, the first gold medal", "cheering the pot to cheer, opening the pot to win the Asian Games", "igniting the auspicious mood, passing the wonderful", and selecting the "Wang Laoji Asian Games star". The four steps of Wang Laoji's Asian tea marketing have not only created a good atmosphere of the Asian Games, but also accumulated billions of people's popularity for Wang Laoji's herbal tea, and strengthened the interaction between the brand and the consumers.

TCL supported the "Asian road" and the Asian Games torch relay by hosting the "happy Asian Games New Horizons" tour, the Asian Games China grand art Gala and the TCL multimedia interactive art exhibition, and launched the "3D Asian Games in my field" national tour and 3D reality show activities, which spread the happy Asian games to more than 40 countries and regions in Asia, and also let TCL release a more powerful and lasting brand influence.

These cases show that the marketing means and the Asian Games concept have been perfectly integrated and closely integrated with the Asian Games and Asian Games culture, so that they can truly become the winners of Asian Games marketing.

Sports marketing is a marketing strategy. We must adhere to it for a long time.

In the past 10 years, although the slogan of "going out" of Chinese enterprises has been chanted by enterprises, not all Chinese enterprises can really take the first step of internationalization. Or, enterprises really invest in the internationalization of brand building, and get rid of Lenovo and other enterprises. Many Chinese local enterprises are always ambitious at the beginning of "going out", and have no time to go back to their difficulties.

If enterprises want to be truly internationalized and boldly use sports events to enhance their brand awareness and reputation and expand their market, it will be a good choice. If they persist for a long time, their value will appear. For example, the Samsung Electronics, which was unknown, has made great progress in popularity, reputation, market share and brand value after sponsoring the Olympic Games to start international sports marketing.

TCL, the sponsor of the Asian Games, is also a long-term sports marketing company. It is reported that in Asia, its own brand business has broken the rule of Japan and South Korea brand. In Vietnam, the market share of TCL's color TV market has been the top three in the long term. In Philippines, TCL has developed rapidly, and has been rated as "the most international brand image of Chinese brand". It also has the same name as SONY, Samsung and other household appliance brands. This also shows that with the help of the Asian Games platform, TCL will be able to make greater breakthroughs in the Asian market.

In addition, enterprises should not expect the Asian Games marketing to lift the brand to what extent. The sports marketing of enterprises should be combined with the long-term strategy of the brand. Enterprises can not simply regard sports as a medium of communication to achieve their short-term goals, rather than a market strategy resource. Only by supporting one or two large-scale sporting events can only achieve instantaneous effects, but it can not build sustained effects, nor can it carry out the core "value pfer". Therefore, for enterprises, it is possible to achieve sustained results in a long-term and sustained way.

In essence, sports marketing is a major marketing event that matches the comprehensive strength, product layout, sales network, brand influence and marketing level of enterprises.

Enterprises must think calmly, formulate a complete marketing strategy according to their own situation, and more importantly, create a perfect meeting point, so as to achieve perfect integration of product technology, corporate culture and sports events. With sports competition, the brand can go deep into the consumer market, get public recognition and enhance brand awareness so as to achieve the desired marketing results.