Entertainment and sport: A special step to create a foundry brand

How to build a strong brand? How to become a strong brand? It is a matter of day and night for each corporate decision maker. From the perspective of brand marketing, the status quo of the international famous brand running rampant in the world tells us that the traditional era of “commercial wine and pilgrim” is gone! The consequences of "keeping people in the dark without knowledge" can only be swallowed up by the tide of the market. Therefore, more and more companies in China are aware that they must have good marketing strategies. Only by taking the initiative to establish emotional appeals with consumers, product appeals, and brand appeals can we become the protagonist in the market!

This includes the special step of "sports and entertainment" marketing model. In 2001, Xtep entered the Chinese domestic market and achieved surprising results with extremely fast speed in just three years. In 2003, the sales revenue was 600 million yuan. In 2004, the sales revenue reached 800 million yuan. We are more confident to prepare for a sales income of RMB 1 billion in 2005. The recent special move by the 10th National Games to hit the sports marketing campaign is even more fame and fortune. Not only has sales soared, it has also received huge intangible returns, brand gold, brand awareness, market share, and Beijing Olympic business opportunities. Today, Xtep has developed into a strong brand of sports products in China and created a precedent for our foundry brands.

Entertaining and leading the sports brand

If you look closely at the image spokesperson of Xtep products in recent years, it is not difficult to find the brand positioning of its fashion and personality. First of all, Xtep, with a high price of RMB 4.5 million per year, heavily used Emperor Nicholas Tse as a brand spokesperson and image ambassador. Subsequently, there have been several times throughout the country the loyal movements of loyal fans of the loyal fans of Nicholas Tse. At the same time, Xtep also set up a task force to work closely with the Emperor to implement follow-up promotion. Every time Nicholas Tse came to the mainland for a media meeting, there were special signings. In the past three years, massive promotion activities have been carried out in more than 20 major cities across the country, making Xtep's brand image deeply recognized by special target consumers. Undoubtedly, Nicholas Tse is the core leader of the “Generation X”, and his rebelliousness, personality, and fashionable temperament make Xtep’s brand image of “avant-garde, fashion, personality, leisure and freedom” deeply rooted in the hearts of the people.

After the success of Nicholas Tse, the youthful, energetic and energetic TWINS singing combination, the BOY'Z combination that has extraordinary influence on customers under the age of 18 has become the spokesperson of Xtep brand. At the same time, Nie Xiaofeng, TWINS, BOY'Z's mainland marketing activities have also become a special step to promote public relations resources. This multi-star three-dimensional endorsement has enabled members of the “X-generation” camp to continue to expand. The influence of different stars has driven the individual needs of different target markets. Ultimately, it has made special-step personality, fashion, and maverick brand image deep into the minds of target consumers. .

In fact, Xtep is the first sporting goods brand in China to use entertainment marketing, and has always positioned itself as a fashion sports brand. The brand spokesperson is only one of the performances of its entertainment marketing.

In order to meet the preferences of its target consumer groups, ages 13-25, young people's preferences, Xtep products are bold in their use of color or design. Each year, they launch their own theme concept products. Such as: wind, cold blood pride, blade, flame, pioneer, 04 fun. The integration of fashion elements into product design not only caters to customers' desire for fashion and individuality, but also expands the brand connotation of Xtep's “Fashion Sport”.

At the same time, Xtep also cooperated with a number of entertainment and fashion media including Hunan Satellite TV's Happy Camp, Entertainment Without Limit, Golden Eagle Star, Dragon TV's Entertainment Star World, and Ray Media.

Today, Xtep has used entertainment marketing to attack the sporting goods market, highlighting the "entertainment", "sports", and "fashion" practices that have gained deep popularity in the country, achieving targeted marketing for consumers in the target market and establishing the "X generation". Core values ​​and brand sense of belonging.

Return to sports and compete for the 10th National Games

Of course, for an enterprise, brand positioning is the baseline that must be considered when formulating a brand marketing plan. Only in keeping with the brand positioning and development strategy is highly consistent, marketing activities and brands can form the greatest synergy, which is the brand's basic survival rules.

"Building China's first fashion sports brand" has always been a special development goal. However, Xtep analyzed that despite the fact that for many years it has been devoted to title sponsorships for extreme sports, national three-basketball games, regional basketball trio competitions, and national street dance competitions, the image of Xtep is still more than fashionable and sports. The image is a bit blurry. Therefore, Xtep decided to seize every opportunity to establish its own strong brand image of the sporting goods industry.

High-end event marketing has always been a sharp weapon for companies to expand their markets and promote their brand image. 2008 is an opportunity for the entire Chinese and Chinese sports community, and it is also a great business opportunity for the business community. The 10th National Games as the "sports ground for the Beijing Olympics" is undoubtedly a passionate and happy sports event. It is the best platform for the people throughout the country to enjoy sports, enjoy sports and enjoy their passion. Xtep's “uncommon sense” concept pursues the desire of people to enjoy sports. It is undoubtedly the same as the spirit of the 10th National Games. Therefore, the 10th National Games will naturally not be easily missed by special steps that are highly business-sensitive and skilled in sports marketing.

As a result, Xtep completed the negotiation and signing process with Superman's efforts in only two weeks when international brands such as Nike, Adidas and many domestic brands did not make any preparations. In October 2004, 16.2 million yuan huge amount of money and the 10th National Games will become the alliance under the city, becoming the first and the only one in the sporting goods industry to sponsor the 10th National Games. Not only won the title of “Special Products for the 10th National Games,” but also provided the exclusive prize collection equipment for the Fujian delegation, the Xinjiang delegation, the PLA delegation, and the Jiangsu delegation for the Games.

Double "Sword" combination strives for the first brand of fashion sports

Subsequently, Xtep used an exclusive ten-transport resource and its usual entertainment marketing method to storm the Chinese continent. In the early period of the 10th National Games, Xtep invested 50 million yuan to launch a large-scale promotion campaign “Ten Fire, 10 Special Moves, and Special Steps” in the stores of the special movements of the 10th National Games. In the event, 500 lucky people were selected to form a support group to participate in the opening ceremony of the 10th National Games and to have the opportunity to have a close contact with Nicholas Tse, the superstar of the Xtep image in Nanjing.

Xtep's big marketing strategy of sports plus entertainment once again brought a big shock to the Chinese sportswear industry. The unlimited scenery on the 10th National Games made people feel “non-general feelings”: According to survey statistics, from the perspective of the athlete’s award-winning equipment, the special sponsored PLA, Fujian, Ningxia, Jiangsu and Xinjiang delegations. As many as XX awards were received on the stage, XX of which won the championship. Xtep undoubtedly became the biggest attraction of the 10th National Games. In addition, from the referees, volunteers, athletes to members of the cheering corps, Xtep products are almost everywhere on the field.

In synchronism with this, the sales of special products of various supermarkets are also quite good. During the 10th National Games, the sales volume of Nanjing XX, XX and other malls reached XX, up X percentage points over the same period of last year. Compared with Li Ning, Anta and other brands, the sales volume was also higher than XX and XX respectively. In fact, in addition to the return of tangible substances, Xtep has obtained a steady stream of intangible returns, such as the shaping of brand image, the increase in market share and popularity of Jiangsu, and business opportunities for the 2008 Beijing Olympic Games. Undoubtedly, Xtep is the biggest winner of the 10th National Games.

The success of Xtep Ten Operational Sales proves once again that sports and sports itself are a cross-border fashion. Ten operating sales properly promoted Xtep's “fashion, personality” brand image and brand personality. Needless to say, Xtep has left many competitors far behind and gradually evolved from a single fashion sports brand to a sports brand with a fashionable atmosphere. The brand value has been rationally returned and sublimated.