The first national limits on the cool running contest, although Parkour athletes sports equipment is very simple, but highly ornamental action.
In the 11th National Games that ended not long ago, "Xtep", as the sole designated partner of sports equipment for the National Games, not only sponsored the award winning equipment of 8 provincial capitals such as Shandong and Jiangsu, but also named male, Women's basketball tournament, became a major winner in the National Games in brand communication.
Xtep apparently favored the national tournament, the third day after the end of the National Games, Xtep's "X" shape brand logo appeared in another national event - the first National Extreme Parkour contest site. And special steps occur simultaneously as well as sports brand, also from Fujian, "Bosch Birds", as well as three international sportswear brand jewelry: British "INOV-8", the US "K · SWISS" and the French "SALOMON (Salou Mongolian)".
Emerging events: attract civil power
Run, climb, jump, drill pipe, vacate ... A thin young male runner, quickly completed a series of quite difficult action, onlookers could not help but applauded - October 31 And November 1, Beijing Blue Harbor International Business District is very busy on these two weekends, where is currently the only state-run national-level parkour event - the first national limit Parkour. The competition was sponsored by the Association for Extreme Sports of the State Sports General Administration, hosted by Beijing Baidu Broadcasting Corporation and Beijing Flyby Infinite Sports Culture Communication Company. A total of 29 Parkour clubs and 153 contestants from different provinces and cities nationwide enrolled.
Avant-garde, stylish, interesting, this competition attracted a lot of attracted audiences. Parkour is the entire city as a large training ground, all the walls, the roof has become the object of climbing, crossing. Parkour sports equipment is very simple, a T-shirt, a pair of light running shoes and a pair of sweatpants on it. Parkour was originally launched by French soldiers in the Vietnam War and began to flourish in the United Kingdom in 2002.
With simple equipment, low cost, improvisation and fashion, Parkour has attracted more and more young people because of its unrestricted venue and its adaptability to urban life. According to the statistics of China Extreme Sports Association, there are 100,000 folk athletes currently participating in Parkour, and there are more than 100 Parkour Clubs nationwide.
This is a special competition - not held in professional sports venues: Temporary obstacles in the square of the fashion business district; There is no full-time athletes: players are Parkour enthusiasts, have different occupations; no huge bonuses: individuals The highest award for the project is 5000 yuan in cash, plus a prize of 2,000 yuan.
As an emerging sports event, why can Parkour attract famous domestic and foreign sports brands to become partners? The reason is that "people" - Parkour is a popular sport, a sport that attracts the public to participate and focus. According to the organizers, Parkour contest players both in the name of the club, but also in the name of individuals to participate. And this is the broad direction of sports in the future: Sports belong to everyone, and the essence of sports is to make people wholeheartedly fit - and this will bring unlimited space for many sports brands.
Fitness: unlimited business opportunities
Modern Chinese Dictionary defines "sports" as follows: education that takes physical development and physical fitness as its main tasks is accomplished by participating in various sports. This definition states that the fundamental attributes of sport are to develop physical strength, enhance physical fitness, and to state that physical education belongs to everyone. Last year at the Olympic Games in Beijing, a German farmer became an equestrian champion and returned to continue his farm life after winning the gold medal. The French "Flying Fish Bernard" is a gendarmerie who won 66 kilos of classic wrestling for France Level champion; female foil personal silver medalist Italian Trillini, occupation is a forest ranger ...
In fact, as early as 1994, China has formulated a national fitness plan. According to China's national fitness program arrangements, since 2000 this activity began to focus on the implementation and gradually promote, after 2010 in full swing. According to the plan, each person more than once a day to participate in sports and fitness activities, learn more than two kinds of physical fitness methods, each person once a year physical fitness test; each family has more than one piece of sports fitness equipment, each quarter more than two outdoor sports Activities, there is a (or more) sports fitness newspapers and magazines; program also requires each residential community to provide more than one place for sports and fitness activities, community organizations twice a year in sports and fitness activities, the establishment of a social sports instructor team.
National Fitness Program can be said for many sports brands provide a wonderful blueprint, and inexhaustible marketing opportunities. After all, the National Games every four years, the annual major events, because of time, space, personnel and other restrictions, the game itself becomes a scarce resource, even the mighty enterprises may not be able to enter the game "home" for Marketing, not to mention those who do not have huge financial strength of SMEs, there is no general brand of sports resources.
Despite the tremendous business opportunities in the national fitness trend, but for many sports brand enterprises, marketing tools need to innovate. In the past, "Olympic" extensive, extensive coverage of sports marketing has been outdated, and those short-term, follow-the-wind, irrational marketing has also played a role in the end, but ultimately to the business to bring the cost increase. When sports marketing becomes something that every enterprise is working on, sports brands must remind themselves that to do sports marketing, they must make their own characteristics and do a good job as a "spokesperson" for the nationwide fitness period.
Marketing tips: three key points
The most striking feature of fitness for the whole nation is its popularity, which is fundamentally different from the participation of major sports elites in major events: no official support, no luxurious facilities, no world-class athletes and referees, and no less enticing Bonuses and gold medals, there is not even a swarm of news media. However, the national fitness is the closest to the people, this is the best stage for enterprises to establish a "people-oriented" personal image.
Aggregate ordinary people to actively participate in the formation of a large scale of a large scene in order to form a sufficient communication effect, which is the universal principle of sports marketing. However, it is relatively easy to achieve for major events, but for the relatively loose national fitness movement, we need to carefully design and formulate a quantifiable index system.
Specifically, marketing for the national fitness can be focused on three "key points."
First, find the right point. It is obviously impossible to hold everyone concerned about a sport or activity. Only by finding out the combination of the advantages of this brand and sporting activities can the company be able to afford the expenses. In fact, the more activities that do not get involved, the better - increasing operating costs and potentially creating ineffective marketing. Therefore, the sports marketing in the national fitness activities, to use the concept of focus marketing, to find the most suitable for the business and brand participants, the marketing costs to minimize, and maximize the value.
Second, find the characteristic point. For many sports brands, especially small and medium-sized brands, they can only be marketed in one place and one city. Such limited-area marketing activities should fully integrate the local characteristics of the marketing area, explore the regional cultural connotation and mobilize the participants The greatest enthusiasm for making the most of the limited investment in the region and in the cities should not be exaggerated to avoid wasting resources.
Third, plan the news. The national fitness activity is a social activity that requires passion and vitality. We should study and plan in advance some of the key figures and focus events that attract the public. This will not only increase the warm atmosphere of the event, but also help the public pay more attention to the media and spread the media. Of course, possible emergencies in the marketing process also need to make plans in advance, giving full consideration to possible news spots.
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