At 21:56 on August 12, along with President Hu Jintao solemnly declared that "the Shenzhen 26th Summer Universiade will be the opening movement", presented to the Universiade this youth festival around the world, has been in Shenzhen, China this youth and vitality The city staged.
International competition sports brand soldiers strive to land
Every international sports event, in addition to athletic competition in the stadium, the press between the media controversy, the equipment worn by athletes are also staged a "brand war." After all, the repeated coverage of thousands of live viewers, countless TV users, and uninterrupted online newspapers and periodicals makes these brands appear frequently and without impressing them. In these special campaigns, the international sports brand has always been in the lead position. However, in the new Olympic cycle, more and more national sports brands are active in the public field of vision, from sponsoring popular sports events to inviting well-known domestic and foreign athletes Endorsement, the strong rise of domestic sports brand, is changing the foreign brand "dominate the world" market structure, and this point, in the past two years, Guangzhou Asian Games, Shenzhen Universiade vividly reflected.
Chinese national sports brand strong attack
In recent years, we see more and more international brands participating in the international competitions, and sports marketing is already familiar. From the sponsorship of the title, the provision of equipment to the invitation of endorsements and other forms of co-ordination everywhere, through various marketing activities to promote the brand, and get the appropriate market response, boosting the brand influence has contributed to the promotion of China The only way to grow the sports brand.
But a review of 10 years ago, or 5 years ago, the major international sporting events few Chinese brand imprint, the international sports brand you sing me strike, has firmly control the audience's attention, but also with this "innate Advantage ", deeply impress the imprint of high-end sports brand image in the heart of consumers. Until the Guangzhou Asian Games in 2010, the national sports brand 361 ° became the sole high-level partner for the Asian Games sportswear, providing more than 100000 sets of Asian Games for the Asian Games and becoming the national cycling team, the national handball team, the national Hockey team, national triathlon team to provide game equipment. Volunteers, referees and Malaysia and other 9 members, and even technical staff are wearing 361 ° clothing, shoes, the Asian Games can be said to have to see the whole stadium 361 °, and even the people of Guangzhou also joked that "the city is all Wear 361 ". In addition to representing the strong rise of national sports brand in Guangzhou Asian Games outside, in this Universiade in Shenzhen, the international big-name is still there, but the Chinese national brand is rushed to come. Chinese brands represented by 361 ° almost sponsor the clothing of most countries and the Universiade sounded the assembly number of Chinese sports brands.
361 ° once again shine
In many domestic brands of sports marketing, 361 ° is unique, becoming one of the biggest bright spot, Guangzhou Asian Games ultimate mirror does not seem to fully represent its ambition to expand to the international market and brand determination.
In this Universiade, 361 ° international expansion to a new level, became a global partner of the Universiade, in sports equipment, to promote the spread of this event was fully supported. The torch bearers, volunteers, pacemakers, etiquette, cheerleaders and other important event members are wearing 361 ° sponsored clothing, they are sweat flowing with a warm smile and generous gesture to welcome and serve the athletes and spectators from all over the world, access to domestic and foreign The media and the audience unanimously praised, showing the youthful style of college students, but also reflects the college students love of sports and love of friendship. At this point, it should correspond to the slogan of "more than once love", perhaps to make people understand the brand connotation and corporate vision that 361 ° has been advocating.
Not only that, 361 ° provides professional clothing for seven Chinese college students teams, as well as delegation of students from 16 countries such as Germany and Italy, which shows its vision and strength in the forefront of international professional sporting goods.
Before the TV, viewers on the webcasting stream had to constantly exclaim when wearing apparel with the 361 ° mark printed on it. When are Chinese sports brands all over the world? This situation has also caused the hot on the network, in the current hottest microblogging platform, many users expressed a wide range of views on the frequent appearance of 361 ° expressed surprise and delight.
361 ° executive said this is not a simple sponsorship and cooperation in the Universiade investment in the 361 ° sports marketing is the core idea of ​​hope that the events and sports as its brand advocates and consumer communication emotional hub in the hope that through the spirit of competition and The performance of sportsmanship, the "more than once loved," the brand advocate more drenched elaborate, and consumers have the choice and recognition. To this end, the slogan of "more than once love, from here", which is in line with the theme of the Universiade, has also been nurtured and this center has been dedicated to seeking opportunities and scenes of dialogue with consumers.
We can see that through this series of "soft and hard", 361 ° has become one of the toughest topics in the Universiade, as if it has become synonymous with the spirit of youth, hard work, perseverance, love and other sports in the hearts of consumers Brand infection will also extend from China to Asia, the entire world.
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