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Although the performance of the ambitious 361 degree sports marketing strategy, but I do not know a major sporting event was extremely well-placed opponents, or have been deliberate, in the Olympics, NBA and other events, few see the 361 figure. It’s sports marketing practice for many in the industry say “can not read.” Such as sponsoring CCTV-5 “entertainment basketball”, signed the Olympic Council Malaysia, sponsored by the National Diving Championships (Diving is also a time when putting on shoes?) So. There is no doubt that the 361 degree experiencing the “past is no longer mentioning” change name after the incident, maintaining a high growth momentum, as of March 31, 2008, in China, 361 degrees more than the retail stores Adidas (4826), and special steps (5206), to 5543, and followed by Li Ning (23.05,0.55,2.44%) (6445) and Anta (5867) followed. 361 degrees on a more favorable situation, it was this year on June 30 listed on the Hong Kong Stock Exchange, becoming Anta, especially after yet another step in the Hong Kong-listed sportswear company, Jinjiang. Ding Wu No. 361 degrees in the company president said after listing, 38.9% of the funds raised will be used to develop and improve brand recognition.

    Sports marketing sponsorship China Badminton Team from the beginning

    According to Zhao Yong introduction, 361 degrees in sports sponsorship, beginning from badminton. Since 1997, the predecessor of 361 degrees, “Buick”, is the national badminton team sponsor, the partnership up to 8 years, has continued into 2005.

    With the Chinese badminton team with brilliant achievements in the international arena, 361-degree brand also will reputations. Also now, though 361 degree multi-brand strategy has been carried out the strategy, but when someone asked Zhao Yong, “said 361 degrees, you will remember what”, some people still say “Badminton.” This is also willing to see 361 degrees, because at this time 361 degrees with a specific point has been connected.

    361 degrees with the story between the Chinese badminton team has not yet finished. 2008, 361 degrees again cooperate with the Chinese badminton team, signing Li Yongbo, Lin Dan, Zhang Ning and other badminton star, 361 degrees claiming to “national badminton team championship of the world’s top team” into a “national brand 361 degrees” and “professional sports equipment arena. ”

    In addition to badminton, the other “national sport” table tennis are among the list of 361 degrees, which from 2009 China Table Tennis Super League to become the title sponsor.

    CCTV-5 “entertainment basketball” and Super Girl

   Badminton to win the 361 degree visibility, but the number appears in the D Wu, a small minority of the movement, obviously can not keep up the pace of expansion compared to 361 degrees, they are as many as 300 million Chinese basketball fans more sense interest. But basketball has been more of rival resources “partition” or less, and then fill it very difficult to squeeze.

    361 degrees was not even spotted a “basketball tournament,” tournament — CCTV -5 “fun basketball.” This is then followed Mengniu title “Super Girls” “grassroots marketing” approach, the naming rights Mengniu spent 28 million yuan, but also makes the Mongolian Cow Sour Yogurt sales of 800 million yuan from 2004 up to 2005 2.5 billion years.

    This time, 361 degree program three years invested 60 million yuan to the China Central Television. Including naming rights, product development, marketing and other items.

    It is reported that by the end of 2005, 361 degrees and CCTV -5 “entertainment basketball,” the official contract, want to create the “most popular basketball entertainment.” It is so “Super Girl”, played with the slogan “give ordinary people a dream, no national election threshold Sea Story” in the hope for young people aged 15-24, in 20 cities at more than 600 venues, including Field “three on three”, “outside the arc,” “slam dunk”, “fun shoot”, “Globetrotters choice” and 15 Challenge Cup open competition.

    At that time, the responsible person 361 degrees, 361 degrees and CCTV-5 to create “361 degree entertainment basketball,” hope “and tries to go beyond learning Mengniu and Hunan Satellite TV together to create super-woman marketing fast moving consumer goods model.”

    More than 300,000,000 invested in Guangzhou Asian Games

    ”Entertainment Basketball” on CCTV is a big production, but 361 degrees, this is only the tip of the iceberg of its sports marketing.

    According to Feng Zhao said the 361 degrees in the 2010 Guangzhou Asian Games will be more than 300 million yuan investment, the Guangzhou Asian Games to become the only sports apparel, “senior partner”, and the Olympic Council of Asia, the official worldwide sponsor. And Zhao Yong also said the other data, 361 degrees in the Guangdong region, sales in 2008 reached 800 million yuan.

    In addition, 361 degrees is also sponsored many other targeted the “vice-business” event.

    For example, the Chinese University Basketball Super League (CUBS), which is the one of three basketball tournament, with the Chinese University Basketball Association (CUBA) different, CUBS allows registered in the Chinese Basketball Association, “professional athletes” participating, not just in school students, increasing the game’s audience.

   Marathon is also sponsored by the object 361 degrees, in their view, running is the most extensive sports audience. At present, the 361 degree-sponsored marathon, including Xiamen International Marathon, Golden Gate International Marathon, and Zheng Kaiguo International Marathon (Zhengzhou to Kaifeng). On 361 degrees, these are good markets.

    This seems consistent with 361-degree advertising word “love more than once.” However, after 361 degrees experienced several stages of development, and the name changed several times. According to public information, 1983, issue of the father-Ding Ding Wu Tong investment of 2,000 yuan, was set up Huafeng footwear, handmade shoes, the first is just a square, can only produce five pairs of shoes per day; later renamed Beautiful shoe “everything Music “, was first introduced to Taiwan’s shoe machine manufacturing shoes, dress shoes, although this airtight, easy to odor, but the market is popular in the Northeast, said that up to 20% market share; in 1994, renamed everything music the “Buick” and started producing their own brand of sports shoes, the name of the origin, allegedly because of the pattern that the United States Buick “bullet” is very beautiful; in 2004, the U.S. General Motors interference “Buick” changed its name to 361 degrees.