Some people say that each Olympic Games is not only a feast for sports enthusiasts, but also a booster for domestic and foreign sports brands.

As it is expected that events such as the London Olympics will stimulate sales growth, Adidas raised its full-year performance target on Monday and it expects 2012 net profit to increase by 12% to 17%. However, the slowdown in growth and the increase in inventories have become an unavoidable reality for the industry. In particular, for the sports brands in the footwear industry, it is still difficult to determine whether the London Olympic Games will become their “annual marketing pioneer”.

For example, Adidas’ record growth rate announced in March this quarter hit a record high, but for the next performance growth target, Adidas is still relatively cautious. According to the survey data, in 2012, the brand expects revenue to increase by 5% to 9% year-on-year, and net profit to increase by 10% to 15%. At the same time, Nike also announced its recent financial results. Net profit for the quarter was 560 million U.S. dollars, an increase of 7% from 523 million U.S. dollars in the same period of last year. From these data, we can see that there is still much room for advancement in the profitability of these foreign brands.

However, due to rising labor costs in China, the profitability of these sports brands is still far from the high-speed surge period of previous years. Of course, not only these foreign brands, domestic sports brands such as Anta, Li Ning, special steps, elegant birds. . . . . . . The degree of dependence on the Olympic Games can not be underestimated.

As we all know, the 2008 Beijing Olympic Games made some of the country’s major sports brands earn palls. However, unlike the Beijing Olympics, this year’s London Olympics still lacks home field advantage for local brands.

After all, the outstanding performance of domestic sports brand performance in 2008 is the positive impact brought by the Olympic Games itself. It is not the sports marketing strategies of these brands that are effective. If you want to “share a slice” of the London Olympics, local sports brands face more challenges. Compared with international brands, many Chinese brands believe that sponsoring a certain event and using advertising can achieve the desired results.

In fact, the mature sponsorship theory requires that companies not only sponsor their own funds, but also have 1 to 3 times the funds to prepare additional marketing to strengthen this effect; Finally, local sports brands also need to consider whether there is enough professional ability to Make the whole sponsorship well so that the input can be maximized.

It is worth noting that due to the influence of jet lags, the London Olympic Games and the Beijing Olympic Games also have some differences. Four years ago, China's sports market seems to have just been excited and even overdrawn. Although these sports brands in China will participate in the competition, they must not be compared to four years ago. Nowadays, at the time when the London Olympics began its war, how should these brands identify their own marketing position? These have yet to be thoroughly examined by the industry.

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