A New Idea Of Sports Brand Marketing -- Running Into A Charming Eye

The upcoming 2015 Xiamen International Marathon is hard to say.

It's still a competition between manufacturers.

An organization named "elite expert running group" will soon participate in the 2015 Xiamen International Marathon.

This is a running group sponsored by domestic professional sports food brand, which is an amateur runner who often participates in marathon events. But he will provide all sports nutrition support before and after the match.

Like the "wild experts elite running group", there are not a handful of run groups sponsored by brands.

Along with the 2015 Xiamen International Marathon, the running group sponsored by the brand also includes the Kim Smith running group sponsored by sports equipment Kim Smith, the special runner sponsored by sportswear XTEP, and even the Bao Yue run group sponsored by Bao Yue, an automotive supplies dealer.

The combination of running and brand is not what happens when marathon enters China.

In 2006, Lining, the domestic brand, founded the online community "Lining iRUN running club", becoming the only communication platform for running enthusiasts in China. At the end of 2008,

In 2009, the new run run club started; in 2011, Adidas organized the "thousand people cool running group".

Nike even opened a running experience shop in Sanlitun, Beijing, in 2012, which only sells running equipment, and trained shop assistants to provide advice and services to customers.

In 2013, the sport became a national sport and a blowout of running events: 39 marathons were held throughout the country, with more than 750 thousand entries.

There are also various spontaneous running groups in different cities across the country, such as Chongqing Chongqing running group and Qingdao night running group.

This year is the harvest year.

According to Nike, running equipment has become the largest sales category of Nike in China. Only in the year from 2012 to 2013, the number of new belon stores in China expanded from 573 to 886, an increase of 54%. The once troubled Japanese brand Arthur also returned to the forefront by running. The data show that the sales growth rate of Arthur in China over the past two years is over 50%.

Recognizing that running as an important marketing tool is not just a sports brand, but also for automobile and technology manufacturers.

Beijing modern became the main sponsor of the Beijing marathon, and the auto brand BMW became a sponsor of Shanghai, Xiamen and Lanzhou marathons.

Even China Construction Bank, Tsingtao Brewery and Jinlong bus have become the strategic partners of the 2015 Xiamen International Marathon. In its sponsors list, there are also sports related brands, such as Jun long life, Casa and Givenchy.

Events?

A marketing expert who did not want to be named revealed that traditional advertising and digital advertising could not locate the precise crowd, resulting in the waste of marketing expenses, making the sports brand change its marketing strategy, putting the brand cost directly into the product lovers, and even becoming a product fan, and the two spread of the brand by powder silk.

Sports products are more involved in running activities. For example, dozens of "jogging Health Courses" have been opened by enterprises such as Xin Bai Lun and IBM, Minsheng Bank and so on. Nike has organized a Sanlitun night run every week, while some non sports products mostly adopt shallow intervention methods, such as sponsoring running events to find potential users.

"And running as a middle-class lifestyle in the United States, the audience in China is bound to be a high consumption force."

He said, "this is what brand manufacturers value consumer groups."