Everyone Is A Master Of The "Non Ordinary Feeling" XTEP Storm Again

< p > when 10 seconds flying Zhang Peimeng stood in the final runway to create a new high viewership of CCTV, the huge XTEP LOGO behind the starting blocks, together with the "non general feeling", entered the national TV audience's view.

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< p > the National Games are always the elite sports battlefields guided by the "gold medal strategy". However, this year's National Games simplifying the opening ceremonies and the National People's sports are all the times' colors for this rather controversial comprehensive sports event.

The most eye-catching performance is not XTEP. Apart from the exclusive marketing resources of the sole partner of the twelfth sporting goods industry in the 14 National Games, it also signed 14 sports delegations including the PLA, Liaoning, Beijing, Jiangsu and Zhejiang.

Whether in the arena, on TV screen or on the website of all major websites, the X logo, which represents "all the best players", is everywhere.

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< p > 2013, the slowdown of China's sporting goods industry is facing a major adjustment and shuffling. At this point, the search for differentiated brand marketing paths has become mainstream for some of them.

As a leader in global sporting goods, Nike still focuses its efforts on enriching sports experience, relying on community sports to narrow the distance from young people in China, and promoting marketing campaigns such as "coming out" to encourage more teenagers to come out and exercise.

Compared with the Lining brand of basketball marketing and Pyramid's Anta, which is closely related to the Chinese National Olympic Committee's resource marketing national sports brand, the National Games is like a special promotion platform specially tailored for XTEP.

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During the three consecutive sponsorship of the National Games, XTEP has achieved rapid development, and has become a listed company, leading into the leading sporting goods group in China, and is committed to building the world's first sports fashion brand. "P"

The essence of the National Games marketing is the inheritance of the Olympic spirit. On the one hand, it represents the highest competitive level in China, and represents the communication between Chinese sports and international sports. On the other hand, it is rooted in the aspiration of the Chinese people to participate in sports, because the Olympic Games are not only Olympic Games, not only higher, faster and stronger, but also participation, fairness and love for sports.

Ye Qi, executive vice president of XTEP group, said.

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< p > it is learnt that around the National Games, XTEP has made many plans this year. The most striking thing is its "national all sports plan", which is sponsored by the provincial and municipal delegations. If the total number of gold medals is awarded by the XTEP provincial and municipal delegations, if it exceeds the last National Games, XTEP will donate a national fitness trail for the provinces and cities, and will also inscribe the names of all the winning champions on the trail.

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"P > Song Jianhong, vice president of XTEP group, told reporters that the launch of the" national all sports plan "highlights the new interpretation of XTEP's value for the champion of the All Games arena.

From the gold medal to the green road, the sports enthusiasm of the National Games was moved from the athletic field to the public. This year's advocacy of "love sports is everyone's master" advocated by the National Games, and let more sports loving and healthy people participate in the sports.

Therefore, we specially asked Han Geng to create a X-MAN sports singles on the Internet. On this background, Nicholas Tse, Lunmei Kwai and Han Geng were invited to take the full motion commercials in CCTV and the national main TV stations.

In view of the appeal of sports stars, relying on 5 sets of CCTV, in the front, middle and later stages of the National Games, through a large number of program cooperation and XTEP elements and spiritual implants, XTEP let more sports stars speak for themselves -- calling for national sports to show you wonderful! "/p

< p > Japan's famous strategist Kenichi Ohmae predicted that the "M society" is now gradually developing in China. The middle class shows obvious Shuangfeng differentiation, namely, the low cost consumers who pursue cost-effective, and the high quality consumers who pursue quality.

"As a standard, the sports parity Supermarket represented by Decathlon is satisfied with the low cost consumers, and the sports brands represented by Nike and XTEP choose to go upward.

This trend is also the shuffling rule of China's sporting goods industry.

How to find a way out in this trend? It is obviously not enough for differences.

Zhang Qing, a senior marketing expert in sports goods industry, gives advice on the trend of the industry.

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< p > how should sports marketing strategy continue to be adjusted and perfected? We must define the core value of the brand, understand the change of the consumer demand, and guide the active change of the brand value chain.

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< p > for example, XTEP's integrated marketing of all trades: combined with the new era tasks of the National Games, put forward the plan of "the whole nation's whole pportation" -- combining the unique "Olympic honor winning plan" and "national fitness" of China's sports, and putting forward the cooperation incentive plan from the gold medal to the trail to encourage more people to participate in sports, which is the pattern of a trend guide for the industry.

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At the executive level, XTEP integrated the huge sources including the National Games and the 14 delegations, developed the theme merchandise system to the terminal store, and then created the XMAN's theme song with its endorsement star, singing the exciting movement of everyone's heart.

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< p > probably just as the most popular and exciting match in the National Games is not how many gold medals Sun Yang can win in the swimming pool, but on the 100 meter track, representing China's fastest flying Beijing player Zhang Peimeng and Guangdong player Su Bingtian's China flying man.

Rules, adversaries and competition are the charms of sports.

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