In recent years, through the sponsorship of sports events and star marketing, more and more Quanzhou sports brands are targeting overseas markets and integrating sports resources in order to expand the territory of the enterprise sports market.
Peak and the Belgian Olympic Committee reached a strategic partnership, 361 ° became the official title sponsor of the 2018 World Men’s Curling Championship, Anta KT3 limited edition basketball shoes are popular in the United States… In recent years, through sports sponsorship, star marketing In other ways, more and more Quanzhou sports brands are targeting overseas markets and integrating sports resources in an effort to expand the territory of the corporate sports market.
Quanzhou sports brand
Insiders analyzed that with the promotion of the “One Belt, One Road” initiative and the “going out” development strategy, more and more domestic brands have turned their eyes to foreign countries. In fact, in recent years, Quanzhou sports brands are also trying to test the international market. Some companies’ overseas market revenues continue to expand, and their effectiveness in the development of the territory has gradually increased.
In mid-June, Peak officially opened its tenth store in Pakistan. It is understood that at the beginning of the establishment of Peak, Peak is actively expanding the overseas market as the direction of enterprise development while making the domestic market bigger and stronger. In 2011, Peak established a branch office in Los Angeles, USA, and entered the US market as a base to expand the international market. In 2012, Peak’s flagship store opened in Los Angeles; in 2014, Peak Spain flagship store opened in Madrid. Up to now, Peak has sold more than a thousand overseas sales outlets.
In 2014, 361° began the journey of brand internationalization. Last year’s financial report showed that the company’s overseas market revenue accounted for 1.7% last year, with a growth rate of 10.7%. It has 1,241, 1030, 378 and 40 multi-brand sporting goods in Brazil, the United States, Europe and Taiwan. Sales outlets in specialized stores. The European countries that have been expanded to include the United Kingdom, Germany, France, Austria and Switzerland. In 2017, the brand also successfully entered a number of new markets, such as Canada, Russia, Spain, Israel and Italy. According to the relevant person in charge of 361°, the future 361° will continue to explore and expand to countries with growth potential. At the same time, in the next three to five years, overseas markets will increasingly become an important source of corporate turnover.
Leverage the star effect to enhance the brand’s international popularity
Leveraging product design innovation and relying on the star effect has become one of the important options for the Quanzhou sports brand to sail to the sea, and the signing of NBA stars is a sports resource that some sports brands are reluctant to give up.
In March of this year, Anta KT3 limited edition basketball shoes triggered a rush to buy in San Francisco. It is understood that this basketball shoe is designed for Anta to sign NBA star Thompson’s shoes, by former Adidas designer Robbie Fuller personally. According to Anta, this shoe is the first time Anta has tested the water market in the United States. It has nearly 1,000 people on the scene and has attracted the shoe retailers to the door. In fact, as early as 2014, Anta opened a long-term relationship with the NBA, Anta can launch joint sports shoes and accessories with the team and the alliance logo, and online and offline channels. In that year, Anta surrendered a transcript of 8.92 billion yuan in turnover and 1.7 billion in net profit, including sales of more than 3 million pairs of basketball shoes, sales increased by nearly 40%, sales increased by nearly 30%, and NBA category accounted for 26%. Become a sales segment that cannot be ignored.
Earlier, Peak was the first Chinese sports brand to enter the NBA, and Peak signed the NBA, bringing it an overseas income of 22.6% of the total. Over the years, signing up for NBA stars has become Peak’s marketing practice and is also more adept at star marketing. On July 1st, Peak signing star and NBA player De La Vedova opened the “Pick World Tour” across the two continents in Manila, the capital of the Philippines. During the period, Delavedova participated in the Peak Basketball training in the Philippines, Rome, France and other countries. Camp and signing event activities have expanded Peak’s exposure in overseas markets.
Integrate international competition resources to radiate overseas markets
The industry believes that behind the competition for sports resources, sports brands are expanding the market for this resource. It is worth mentioning that the sponsorship of international events has also become a major way for Quanzhou Sports Brand to enhance brand awareness and seize overseas markets.
At the beginning of this year, 361° announced that it will become the official title sponsor of the 2018 World Men’s Curling Championships. This is another major international event supported by 361° after becoming the official partner of the 2018 Jakarta Asian Games. In fact, as early as 2011, 361° has become the official partner of the World Curling Federation, and continues to provide professional events and training equipment support for the Swedish National Men’s Curling Team and the Swedish Women’s Curling Team. Introduced in 361°, through the sponsorship of various international large-scale events, 361° actively expands the international market, and its business has covered more than 20 countries and regions around the world.
Since the beginning of this year, Peak has been able to act as an international event to sponsor overseas markets. Just a few days ago, Peak reached a strategic partnership with the Ukrainian Biathlon Association. And a few days earlier in the same month, Peak signed an agreement with the Belgian Olympic Committee to become an official partner.
According to industry analysts, most Quanzhou sports brands are in the development stage of overseas markets. Although the revenue ratio is not high, in the process of “going out”, with the double improvement of product quality design and marketing model, Quanzhou Sports Brand The global popularity has gradually increased and the brand value has been continuously improved.
