361 Degree Opening Of London Action

In January 6th, CCTV sports news group held a launching ceremony at the National Stadium. Don't The London action series promotion program was released on the same day. 361 degrees (China) Limited contracted to cooperate. The Olympic equipment of 361 degree for CCTV sports report group and 3 Chinese Olympic team was also unveiled at the event.

At the scene of the event, nearly 30 CCTV Sports Channel hosts, reporters and other Chinese sports teams in the London Olympics, including Gong Jinjie, Lin Junhong, Chinese National Women's hockey team member Ren Ting, Ren Ting and so on, appeared in the T platform at the London Olympic Games. Tong Kexin and the Chinese National Women's hockey team team appeared on the T platform together with the professional models to show the new Olympic robes of 361 degree designed by the professional model.

This not only means the beginning of the report of the Olympic Games in London, but also the outpost of the Chinese sports Corps in London in 2012.

It can be predicted that, just like the Beijing Olympic Games, with the substantial improvement of the living standards of the Chinese people, the increasingly popular sports concept, and the deepening and internationalization of the brand promotion and marketing of the major businesses, the London Olympic Games will become a must for the major sports brands both at home and abroad.

Looking back, sports marketing is no more than two fixed modes: Star Endorsement + CCTV advertising. These two models have their advantages: sports is a sport that advocates stars, stars have better influence and attention, and competition for sports resources is also necessary, because this represents the professionalization and technology of the brand, and advertising can also publicize the brand spirit in a very specific and direct way.

But with the intensification of competition and the improvement of consumers' taste, this inherent routine can not stand out. "361 degree hopes to sponsor a" London action "to expand a new sports marketing mode. Zhu Chenye, vice president of 361 degree (China) Limited, said: "today's brand promotion is no longer a fixed, single mode, but needs to build a comprehensive, three-dimensional brand communication structure."

An analysis of the brand promotion patterns of some leading companies in the world can also show that the proportion of advertising, sponsorship and public relations activities is at least 1: 1, and even some enterprises have risen to 1: 3.

At present, 361 degrees have the resources of the national hockey team, the national modern five teams, the National Bicycle teams and other national team resources. These are the gold rush points of the Chinese delegation of the London Olympic Games, and different from those traditional gold medals that may make the Chinese audience feel tired, they are all new and untouched gold spots of the Chinese Olympic delegation. 361 degrees also has sports resources such as the North Korean Olympic delegation and the Belarus Olympic delegation. From the past World Cup and Olympic experience, the attention of the DPRK and other countries is beyond doubt, and the cost performance is high. The 361 degree also includes some international superstars, such as Kevin Love, who is the rebounding king of the US basketball league.

With the resources and celebrities of the sports teams and a large number of media advertisements, Zhu Chenye chose to support the London action. 361, he explained their ideas: "media resources are very important for brand promotion, and media resources can be divided into two categories. Besides rigid advertisements, putting product information into programs in soft form will make consumers more receptive and more likely to get a sense of identity. This is a new way of brand promotion and marketing.

Not only the brand promotion mode, but also the sales market is changing. Many sports brands have encountered market bottlenecks, such as overstock and sluggish sales growth. More businessmen have clearly indicated that the sales model of expanding stores since 2008 is experiencing market ceiling and will not be sustainable in the future. How to break through the market bottlenecks that China's sporting goods market is facing? 361. We hope to deepen the brand spirit and expand the sales market through the three-dimensional means of communication.

It is reported that 361 degrees has maintained two digit high annual growth rate in recent years. But according to the data from China Sports Federation, the total value of China's sporting goods market is over 100 billion yuan. Obviously, the potential of the Chinese market is still huge.

For consumers in China's five or six tier cities, 361 degrees will continue to expand the market potential in these areas and adopt an increased store mode. At present, the total number of stores at 361 degrees is close to 8000. But at the same time, the 361 degree rainy day also thinks that it is the only way to increase the sales rate of single store in the future, because the competition is more and more intense. Then, how to expand the market and increase the sales rate of individual stores? Zhu Chenye said: "we believe that we must take a three-dimensional and deep road in the field of brand promotion and market sales. 361 degrees will also sponsor the Asian Beach Games in 2012. This is also a result of the market segmentation, which represents the leisure and fashion of sports. We hope that through these activities, we can truly let more people like sports and spread the idea of "361 degrees of more love."