London Olympic Games this sports event will be held next month, the Chinese famous sports brand Li Ning company in Beijing on June 6 at the 2012 London Olympic Games equipment conference announced that it will try its best to support more than 600 athletes across five continents, To provide them with professional sports equipment, including equipment for the Chinese gymnastics team, shooting team, diving team, table tennis team and badminton team five gold medal division to provide support for the Chinese sports athletes Longyao London. This measure is not only the latest case of strengthening sports assets since the founding of Li Ning, but also a masterpiece of Li Ning, a leading sporting goods company, which has leveraged its rich sports assets to enhance brand influence. Why Li Ning so much emphasis on the Olympic Games through the establishment and accumulation of sports assets? Perhaps as the CEO Zhang Zhiyong said at the sponsorship of Olympic gold medal team equipment conference in China, this is because the indissoluble bond between Li Ning brand and the Olympic Games has become Li Ning's most unique and valuable Olympic asset, Olympic spirit, the unyielding pursuit of sporting dreams. Li Ning provides equipment for Chinese athletes. It not only reflects the Li Ning brand's infinite blessing on the Olympic Games of China for the Olympic Games in London, but also represents the tremendous enthusiasm of the Chinese and even the world's attention to the five Chinese gold medal teams and their attention to relevant sports. . Chinese and foreign sports and non-sports brands have used the Olympic Games opportunity to achieve sports brand promotion through sports. Examples of the establishment and accumulation of sports assets by sponsoring specialized sports teams and sports teams as well as athletes are not uncommon. Consumer giants Procter & Gamble announced that it will be one of the top sponsors of the International Olympic Committee during the next five Olympic Games from this year's London Olympic Games to the 2020 Olympic Games. Procter & Gamble said it decided to sponsor the Olympic Games for a long time. The main driving force was the company's sponsorship of the Vancouver 2010 Olympic United States team with good brand marketing effect, public appreciation of Procter & Gamble, increased market share and substantial sales growth. Since 1992, Li Ning Company has witnessed the ups and downs of the Five-Star Red Flag in the Olympic Games and the brilliant development of the Chinese sports career along with the Chinese Olympic Legion along the way. Its brand awareness is also rising continuously. The sports assets Be promoted. Li Ning company sponsored by five gold medal dream team professional competition equipment, praised by all parties. Sports marketing channel to increase sports assets For the sporting goods industry, scarce assets are sports assets, which include athletes, sports teams, media resources related to events and events, and networks covering social media resources that are paid, unpaid, autonomously generated by businesses or spontaneously by netizens Resources. The accumulation of sports assets to enhance the brand positive, attract, expand and have more sports fans and followers, so as to enhance the brand preference and loyalty of these target groups is extremely important. Undoubtedly, owning a scarcity of sport assets will help establish the emotional connection between the brand and the target consumer group, which is an important asset to the brand. What is the relationship between sports marketing and the establishment of sports assets? Sports marketing is based on sports activities as a carrier to promote corporate products and brands of a marketing campaign is a marketing tool, not an end. By sponsoring sports events, athletes and sports teams, companies combine the corporate brand image with the images of events and athletes to continuously enhance the target audience's emotional connection to events and athletes based on their target audience's perceptions, interests and preferences of the corporate brand , So as to achieve better brand communication and marketing effectiveness. There are many successful examples of this. Shell is one of the two classic players in the race to build top lubricants through Formula One and Volvo to enhance its brand influence through sailing. As a fuel sponsor of Ferrari F1 Team, Shell paid a lot of money and manpower. However, this sponsorship made Shell's global brand awareness soar, with Shell's popularity rising from 15% in 1997 to 29% in 2006. Shell's brand recognition even reached its peak in 2004 when Ferrari was the most popular 32% high. Known as "Sailing Everest" by Volvo-sponsored Global Regatta, the reputation of Volvo has risen sharply and undoubtedly have a great effect on the Volvo brand and marketing. The tournament recommended by the famous Chinese entrepreneur Li Shufu, Volvo Ocean Race sailing for the first time to stop in Sanya, the spread of its marketing and marketing value can be described as a higher level. According to statistics, from last October 14 to November 5 last year, a total of 1,154 online media reports covering a total of 4 billion Internet users. During the indoor competitions and sailings in Alicante, watching the video coverage of the Volvo Ocean Race Chinese audience has accumulated over 140 million trips. For the Sanya station just finished in February, from the opening of the village since the event, the number of visitors to the Volvo exhibition hall exceeded 60,000 in just a dozen days. Accumulation of sports assets Li Ning spare no effort The two examples above are non-sports companies to carry out sports marketing classic. In terms of the integration of sports marketing resources, Li Ning Company has been accumulating sports assets since its establishment in the 1990's and has continuously interpreted the story of "Inheritance, Surpassing and Dream"! Experts say sporting goods companies are hard-pressed to do sports marketing without sporting assets because, despite their potential to create great sports professionals, they will not establish a professional image among athletes and sports enthusiasts and become experts in professional sports Preferred brand. The establishment and improvement of sports assets enable the sports brands to grow sustainably and sustainably because people who like sports have increased their population base and living standards. In China, the number of new sports entering the country each year is huge, which has brought tremendous business opportunities to the development of sports brands. Such as Li Ning in sports assets (including its Olympic assets) has a unique advantage in the field, from the two dimensions of time and space continue to accumulate sports assets, the development has become the industry has the sport assets, the most representative of sports marketing One of the iconic businesses. Li Ning, the accumulation of sports assets history of the track is very clear. For example, in 1990, just started the "Li Ning card" sports apparel was selected as the Eleventh Beijing Asian Games torch relay clothing, the Chinese national team to participate in the Asian Games awards clothing and Chinese and foreign journalists designated clothing, "Li Ning card "With the Asian Games torch spread throughout the country; a year later, Li Ning equipment to the international arena, as the 1992 Barcelona Olympic Games Chinese delegation designated recipients of apparel, recipients of shoes, the end of the Chinese athletes in the Olympic Games history of the use of foreign sporting goods , A significant milestone for Li Ning's sports assets. Since then, Li Ning has repeatedly sponsored the Chinese sports delegation to participate in the Olympic Games. Li Ning not only long-term support for Chinese gymnastics and diving five "gold dream team", but also with the NBA, ATP and other top international events and organizations as a strategic partner. And O'Neal, Ljubicic, Isinbayeva, Torshildson and other top international athletes, with the Spanish Olympic Committee, the Spanish Basketball Association, the Swedish Olympic Committee, the Argentine Basketball Association, are strong that The professional strength of Li Ning brand has been recognized by top international sports teams and individuals, and the treasure chest of sports assets has also gradually increased. Beijing Olympic Games to write a new chapter London Olympics to create brilliant The Olympic Games is the largest sports event in the world. With the opportunity of this four-year event, the company carries out sports marketing and flex its muscles. It is precisely through this world language that the enterprise traverses barriers such as culture, belief, language and race through its own image as well as emotional elements such as passion, fairness and transcendence Linked together to stimulate personal emotional resonance, so as to establish their own emotional ties with consumers, quickly enhance the brand value, promote the process of brand internationalization. In sports marketing, although China started late, but the Chinese brand efforts to catch up, Li Ning company is one of the important promoter. Taking the 2008 Beijing Olympic Games as an example, domestic brands such as Lenovo and Li Ning have all used their historical opportunities once in a hundred years to enhance their brand value and business performance. As a spokesman for the national sports brand, Li Ning brand with its founder, Olympic champion Li Ning ignited the main torch brought great brand contact effect, beat international rivals Adidas and Nike, becoming the biggest winner of the Beijing Olympics. Although Li Ning was not a Beijing Olympic sponsor at the time, and "gymnastics prince" Li Ning volley wound around the world in a week's flying performance is not a commercial activity, but the company clever use of this opportunity in China's corporate sports marketing, played A very beautiful World War I wrote a new chapter in the success of Chinese enterprises in using the Olympic Games to enhance their brands and generate revenue. In the aftermath of the Beijing Olympic Games, a number of marketing and sponsor effectiveness surveys, Li Ning brand with a higher brand awareness and preference in the forefront. The increase of brand value directly brings about the rosy sales performance. The interim results of Li Ning Company announced in August of the same year showed that operating income and net profit soared. The accumulation of sports assets of Li Ning Company has not only gone through the test of time, continuously improving in professional level and science and technology level, but also gradually developed from sponsor sports team awarding suits to sponsor professional competitions and equipment, and experienced the transition from off-site to on-site space. Li Ning company focus on scientific and technological innovation and product innovation, has introduced technology platform, from the sports enthusiasts to professional athletes with a new experience with the sports equipment and products. Over the years, Li Ning brand in the minds of consumers left a "friendly, cordial," great potential for the development of brand image, this is the advantage of Li Ning brand. Li Ning's unique sports assets are its great advantages and other sports brand differentiation advantages, it is this unique advantage to help establish a differentiated marketing strategy, the use of the Olympic Games play Qiangliangqianqinqijin, the use of this high degree of attention to sports activities, Partnering with the media to deliver content, purpose and communication that resonates and resonates with the company's sporting assets helps both professionals and consumers to share experiences and make choices and purchase sports equipment The decision also adds to the added value of sports assets. London Olympic Games will be officially kicked off on July 27, and various sports athletes will once again start a fierce battle. Li Ning just released the 2012 London Olympic Games equipment brighten people, marking the company's strategy of returning to the nature of the movement. Li Ning company provides professional sports equipment, will be the utmost to help athletes achieve success. After continuous efforts, Li Ning Company has accumulated a lot of valuable sports assets in the past 10 years. The Olympic Games has greatly enhanced the sports assets accumulated by Li Ning Company for many years. These assets are bound to make use of the highest sporting event that people are concerned about. Maximize the benefits of branding through a variety of platform integrations. The company's increase in sports assets not only help to enhance the company's brand equity and promote other assets increase, and professional athletes and consumers will naturally benefit. Infusion Aparatus,Disposable Infusion Apparatus,Disposable Infusion Apparatus,Infusion Set,Infusion Apparatus Zibo Hongye Shangqin Medical Science and Technology Co.,Ltd. , https://www.vinylgloves.cn