Although 361 degrees show ambitious sports marketing strategy, but I do not know is a major sporting event is occupied by opponents or deliberately in the Olympic Games, NBA and other events, few see the shadow of 361. Its sports marketing tactics for many people in the industry said "do not understand." Such as sponsoring CCTV-5 "Entertainment Basketball", signing the Malaysian Olympic Council, sponsoring the National Diving Championships (wearing shoes when diving?) And so on.
However, there is no doubt that 361 degrees maintained a high growth momentum after experiencing the name change of "no longer mentioning past events." As of March 31, 2008, 361 degrees of retail outlets in the Mainland of China had surpassed Adidas (4,826) and special steps (5,206) to 5543, followed by Li Ning (6445) and Anta (5867). The 361 degree is more favorable situation is that it was June 30 this year, listed on the Hong Kong Stock Exchange, becoming the next step after Anta, Hong Kong-listed Jinjiang Sporting Goods Company. Ding Wu, president of 361 degrees, said after the company went public, 38.9% of the funds raised will be used to develop and enhance brand awareness.
Sports marketing started with sponsoring the China badminton team
According to Zhao Yong introduction, 361 degrees for sports sponsorship, is from badminton began. Since 1997, the 361 degree predecessor "Buick" is the sponsor of the National Badminton Team. The cooperation between the two parties lasted for eight years and lasted until 2005.
Thanks to the brilliant record of the Chinese badminton team in the international arena, 361-degree brand awareness is also on the rise. And up till now, although 361 degrees has already adopted a strategy of multi-brand strategy, some people still answer "badminton" when they ask others to "say 361 degrees what you think of." This is also 361 degrees to see, because 361 degrees at this time have been linked to a specific point.
361 degrees with the Chinese badminton team's story is not over yet. In 2008, 361 Degrees once again cooperated with the Chinese badminton team to sign badminton stars such as Li Yongbo, Lin Dan and Zhang Ning. 361 Degrees claimed to have "National Badminton Team, the World Top Champion Team" turned into "361 Degrees of National Brand" Sports equipment stadium. "
In addition to the badminton, another "national ball" table tennis is also on the 361-degree list, which has been the title sponsor of China's Table Tennis Championships since 2009.
CCTV-5 "entertainment basketball" and super girl
Badminton won 361 degrees, but in the view of Ding Wu, such a miniaturized sport apparently did not catch up with the 361-degree pace of expansion, and they felt more than 300 million basketball fans in China interest. But basketball resources have been "divided up" by bigger rivals and it has been very difficult to squeeze in.
So 361 degrees fancy an even not a "basketball event" event - CCTV -5 "entertainment basketball." This is to follow the example of Mengniu named "Super Girl" grassroots marketing practices, the naming rights Mengniu 28 million yuan, but also makes the sales of Mengniu Sour milk from 800 million yuan in 2004 increased to 25 in 2005 100 million yuan.
This time, 361 degrees for three years to invest 60 million yuan CCTV. Including the naming rights, product development, marketing and other projects costs.
It is reported that by the end of 2005, 361 degrees and CCTV -5 "Entertainment Basketball" formally signed, want to create China's "most popular entertainment basketball." It is such a "super girl", playing the slogan is "to the ordinary people a dream, no threshold sea election all the mobilization," hoping for young people aged 15-24 in the 20 cities in the stadium held more than 600 games including Open competition of 15 Challenges such as "three on three", "three-point long shot", "dunk", "fun shooting", "fancy basketball optional"
At that time, 361 degrees responsible person said, 361 degrees and CCTV-5 create "361 degree entertainment basketball", hoping "to learn and try to go beyond Mengniu and Hunan Satellite TV to create a super girl's fast moving consumer goods marketing model."
More than 300 million investment in Guangzhou Asian Games
Entertainment Basketball is a big production for CCTV but for 361 it is just the tip of the iceberg for sports marketing.
According to Zhao Feng revealed that 361 degrees in the 2010 Guangzhou Asian Games investment will be more than 300 million yuan, becoming the only sports apparel in Guangzhou Asian Games "senior partner" and the OCA global official sponsor. The Zhao Yong also disclosed another data, 361 degrees in Guangdong in 2008 sales reached 800 million yuan.
In addition, 361 degrees also sponsored many other targeted "Pianmen" events.
For example, CUBS, one of the three major basketball events in China, is different from the CUBA. CUBS allows "professional athletes" registered with the China Basketball Association to participate in competitions, not just in schools College students, which increases the audience of the game.
The marathon is also the 361 degree sponsor, in their view, running is the most popular sports. Currently, 361 degree sponsored marathon events include Xiamen International Marathon, Golden Gate International Marathon and Zhengkai International Marathon (Zhengzhou to Kaifeng). For 361 degrees, these are good markets.
This seems to fit the 361 degree ad "more than once love". But 361 degrees around the development experienced several stages, and changed several times the name. According to public information, in 1983, Ding Wu's father, Ding Jiantong invested 2,000 yuan to set up a shoe factory Huafeng, initially only a handmade shoes Square, can only produce 5 pairs of shoes a day; after Huafeng shoe factory renamed "everything ", Began to introduce Taiwan's shoe machine production of sneakers, although this kind of shoes wearing airtight, easy smelly, but in the Northeast market is very popular, said the market share up to 20%; 1994, renamed as "Buick", began producing its own brand of sports shoes, the origin of this name, allegedly because the pattern of the United States Buick car "bullet" is very beautiful; 2004, due to the intervention of General Motors, "Buick" Renamed 361 degrees.