Additional articles from Trusted Source™ Fujian Ministry of Commerce - Business

SPORTS brand leveraging the Olympics to the world

Xinhua Quanzhou, August 9 (Reporter Tai Xiao An, Chen Wang) London Olympics in progress, and the Chinese Olympic team to gold and silver medals, like to attract the eye, as well as the Olympic Games, Chinese sports apparel brand in the frequent appearance. Very different from previous Olympic Games is not only receiving awards of the Chinese delegation is no longer a foreign brand, in many countries, athletes are put on a Chinese brand of clothing to debut stadium.

July 28, the London Olympics opening ceremony, when the admission of the Korean Olympic delegation, many people were surprised to find North Korean delegation turned out to be wearing sports brand clothing from China's Fujian Province. But with the ongoing Olympic Games, it was found that wearing the Fujian brand sports apparel goes far beyond the Korean team. The Chinese team, South Africa, Belarus, Team New Zealand, Jamaica team, and even U.S. team has players wearing the receiving awards or sports equipment produced in Fujian. SPORTS brand for the first time a large area in the Olympic Games, will cover the athletes from all continents on Earth.

ANTA Sports Products sales in China for many years leading the 2009 ANTA invested in company is the largest ever capital, in cooperation with the Chinese Olympic Committee. Olympic Games, with the gold and silver medals of the Chinese athletes, Anta "Champion Long service every day on the podium.

It is understood that, as the gathering place of the Chinese sports brand, the Olympic Games, the sports brand of Anta, 361 °, Pick, Erke, special steps such as Fujian, sponsored by more than a dozen countries the Olympic delegation or athletes, such a large-scale investment, rely on large-scale events to establish reputation with many of these enterprises.

ANTA Sports Board of Directors Chairman Ding Shizhong said Anta brand has 20 years, but the ANTA this brand really shaping up, visibility should be at the 2000 Sydney Olympic Games, Olympic Games so that the country's consumers know Anta. 361 ° Sports Marketing Center director, said Zhao Feng, to sponsor the 2010 Asian Games in Guangzhou, 361 ° of brand recognition has also been greatly improved.

Although the first half of this year, to varying degrees of domestic sports brand sales declined, but the collective appearance in the Olympic Games, the capital market for these business confidence greatly increased. August 6, ANTA Sports listed in Hong Kong rose more than 17%; 361 °, Pick, Xtep brands have also jumped more than 5%. However, because the time difference between London and China, coupled with a majority of the sales market for these sports brand in the country, so many people in the industry is not optimistic about these brands Olympic investment fast pulling effect on sales. However, these domestic brands in a short period of time to grow up, they obviously have a more long-term, the precipitation of a more ambitious project: brand, reputation enhancement, the improvement of the international awareness of what they invested heavily in the Olympic Games the main objective.

Ding Shizhong, Chairman of ANTA Sports Board of Directors, said that a lot of investment in advertising is a precipitate, the brand is a kind of precipitation, especially our brand in Quanzhou, history is still very short, it requires too much precipitation. Any part of the precipitation of a large marketing events. 361 ° Sports Marketing Center, director Zhao Feng told reporters that they can achieve the perfect fit, so that the spirit of the brand and athletes through the Olympic Games. They hope that the continuous shaping inherited the spirit of the brand to allow 361 ° century-old brand.

However, local sports brand, with major events co-operation experience is not much, how to design and manufacture of equipment to meet the different countries and regions athletes need a new topic; how vigorously promotion and marketing to increase R & D investment is also a problem; with the establishment of an international brand ambitious local enterprises in Fujian, these issues need to be resolved.

The reporter learned that 361 ° has obtained the cooperation of the right of the 2014 Nanjing Youth Olympic Games, Anta is also prepared to fight for continued cooperation with the Chinese Olympic Committee. Do not know the Brazilian Olympic Games four years later, Fujian's sports brand can take than London even better report card? (End)

2012-08-10