The four-year Olympic Games is not only a spectacular sports event, but also a marketing feast for major brands. For sporting goods companies, the Rio Olympic Games is undoubtedly the best platform for displaying brand and strength.
In 2016, it caught up with the live broadcast of the “Big Yearâ€. The performance of the APP for live sports events was very prominent. At the Olympic Games, many companies have spotted the opportunities for live broadcasting, and have used real-time marketing platforms to maximize real-time marketing to make it more natural. The way to broadcast the event to the audience, but also take the opportunity to display the product in all directions.
Sports Marketing in the Era of Big Data
According to incomplete statistics, in addition to the official supplier Nike, the sportswear companies debuted at the Rio Olympic Games, domestic brands including 361°, Anta, Peak, Li Ning, and Hongxing Erke also made their appearances.
In the era of traditional media, most of the ways in which corporate brands carry out Olympic marketing are sponsored by heavy gold, and mainly endorsements. In the era of multi-screen interaction, the broadcast platform has become a marketing tool favoured by many companies because of its low input costs, real-time interaction and scene-switching advantages.
Shenyang, the vice president of the Pathfinder Group’s brand, introduced the company. Through hosting the Olympics live broadcast, the company collected data relating to brand interactions on social media such as WeChat and Weibo, and found consumers interested in the Olympic Games. Under the leadership of the Olympic champions, they were invited to watch the Olympic Games in Rio, and through the live broadcast to spread the game conditions and perceptions, combined with the Olympic Games to improve Pathfinder brand awareness.
Shenyang believes that at present, the domestic outdoor sports are still in the stage of enlightenment. “For example, the per capita consumption of the United States in outdoor products is 800 yuan per year, while the average per capita in China is only 20 yuan.†In the case of low awareness of consumers Next, outdoor brands need more accurate advertising to lead more consumers into this field.
In order to reach the target consumer groups, Pathfinder has sponsored two adventures of "Outdoor Adventure with Bell" and "Our Rule" since the beginning of last year. "With the reality show, Pathfinder aims to reach out to the public. Spread a healthy lifestyle of outdoor activities and nature travel."
According to statistics, in the first half of 2016, about 20 sports reality shows have been broadcast on various Davids, and the European Cup plus the Olympic Games have made sports an IP that is worthless today. Experts in the industry believe that there is a good fit between outdoor brands and sports reality shows. The popularity of sports variety is expected to increase the marketing conversion rate of outdoor products companies.
Outdoor market has great potential
In fact, although outdoor sports have entered the Chinese market for more than 10 years, the outdoor equipment market is still in its infancy.
The 2015 Annual Survey Report on China Outdoor Products released by China Textile Association Outdoor Products Branch shows that in 2015, the retail sales of the outdoor industry totaled 22.19 billion yuan, and the wholesale amount reached 12.111 billion yuan, an increase of 12.22%. The report pointed out that although overall sales have increased, 49% of outdoor brands surveyed said that their net profits have declined.
As the first listed outdoor brand, Pathfinder 2015 financial data show that the company achieved operating revenue of 3.808 billion yuan for the year, which was dragged down by destocking performance, and net profit decreased by 10.5% year-on-year. Compared with its financial report, this is the first time since Pathfinder’s landing on the GEM in 2009, net profit has shown a negative year-on-year growth.
Haitong Securities analyst pointed out that in terms of outdoor and sporting goods companies, Pathfinders used to be limited to the provision of hardware products, and the overall association with consumers was weak. Pathfinders in the future are expected to provide services that promote people's participation in sports activities through interactive activities such as sports events and training, and tap new market spaces. In response, Shenyang said that at present, the company has formed three synergies development blocks for outdoor products, outdoor travel services and sports.
At the beginning of the month, the “2016 China Sports Consumption Ecology Report†published by the 21st Century Institute of Economic Research and JD.com’s Big Data showed that starting from 2015, affected by many factors such as residents’ income growth, upgrading of consumption structure and favorable national policies, the momentum of sports consumption development Initially, it is estimated that the scale of China's sports industry will exceed 7 trillion yuan in 2025.
In the face of an increasingly large sports consumer market, Zhu Qingyu, a researcher in the sports industry of China Investment Advisors Co., Ltd., said that at present, the consumption of the sports industry in China presents two major characteristics. On the one hand, consumer demand for mass sports is strong, and enthusiasm for residents to participate in sports is improved. This is in line with our residents. The increase in income levels and the growing awareness of health are related. On the other hand, the proportion of basic sporting goods consumption has shown a downward trend, while the consumption of professional sporting goods has increased.
Zhu Qingyu believes: "With the rise of outdoor sports, outdoor apparel will become an important driving force for the development of sports products in China."
It is worth noting that after the Pathfinder went public in 2009, capital began to flood into the outdoor supplies industry. In the second half of 2015, Sanfu Outdoor announced that it would board the A-share market, and Baomei Outdoor and Fengxue Outdoor had also been listed on the New Third Board. In this regard, Zhu Qinglian believes that outdoor sports companies will continue to be on the rise for a while after the rapid development of outdoor sports. “At present, the development of outdoor sports industry is in full swing. Outdoor sports companies are favored by most investors. Moreover, the number of domestic outdoor sports brands is still relatively small and the competition is relatively low. Some brands with strong production innovation ability and special characteristics are also relatively large. Expansion capacity."
Source: China Investment Information Network
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