361° Olympic Year 500 Million RMB to Create Star Shop “Ethnic Emotions” to Launch Internationalization

As the Olympic Games approached, more and more spotlights from around the world focused on China and focused on Beijing. Many marketing experts regard the first ordering meeting in 2008, which was held in March and March of this year, as a time for various well-known sports brands to blow up the Olympic Games “assembly” time, because the marketing strategies of various companies’ Olympics will not be there. The "battlefield" of gun smoke began to take off.

Yesterday, the 361° new fall conference in 2008 was held at the Xiamen International Convention and Exhibition Center. In front of more than 3,500 end-users across the country, 361° formally launched its 08 strategy: in the theme of “China, brave to be yourself”, using “ethnic emotions” "This golden key will start the process of internationalization and further improve the domestic network."

Nationality is the advantage of domestic brands

As early as the end of 2007, Adidas, the main sponsor of the Olympic Games, laid down its international brand and pioneered the “2008 Olympic” series of strategies with the Chinese as its absolute protagonist. However, LEON BERGER, president of the Eastern Rende Communication Agency who served Adidas, and Canada, believes that although Adidas’ history is closely linked with the Olympic Games, the 2008 Olympic Games also strives to localize, but it always lacks the “taste”. "Taste" is the essence of the Beijing Olympics - China's national character.

The Olympic Games have always been the moment when the national sentiments of various countries have risen and the consumer's "fan-in-the-world" index is the lowest. President Ding Wu of 361° thinks that the slogan “China is brave to be himself” put forward by 361° timely shouted out the common aspirations of hundreds of millions of Chinese people and reflected the spirit of the Chinese and Chinese companies’ perseverance and self-challenge. Year of marketing activities. “We are a national brand, and the Olympics strategy of locking up the largest group of the Olympics to communicate with the Chinese compatriots is a kind of directional demolition of Olympic marketing,” said Ding Wu.

Compared to the powerful international brands, LEON believes that it is still a long way to go for Chinese sports brands to break through, but it is obviously a "smart approach" to play the "national emotions" card.

500 million to build a star shop

While pursuing the “national sentiment” appeal, 361° will continue to increase the sales channels this year.

It is reported that 361° will find and open up new core areas in the domestic market and invest 500 million yuan to build a star store. It is understood that this is also the largest amount of investment terminals at 361°. Through the improvement of personnel services and online store layout, 361° will focus on enhancing the competitiveness of terminals, building 25 luxury star stores nationwide, collecting and rectifying 500 single-product stores and factory stores, and fully launching the 5th generation standard image. The construction of the shop.

Xia Youqun, assistant president of 361°, stated that the 361° solid corporate foundation is focused on solving one problem each year. In 2005, it was market breakthrough and channel reconstruction. In 2006, it was a brand strategy, and in 2007, it was a process reengineering of enterprises. The overall "takeoff" laid the foundation.

Baoshan, a strategic consulting expert at Beijing University Management Consulting Co., Ltd., believes that the 361° solution to a problem in one year is worth learning from the many SMEs in Jinjiang.

Start the process of internationalization

What attracts people's attention is that in this new product launch conference, 361° has clearly put forward the “internationalization” strategy for the first time. Before this, Quanzhou’s other sports brands have taken the lead in launching the internationalization process.

In this regard, Xia Youqun believes that the Olympic Games is a sports event of global concern. Past experience has shown that with this platform, many sports brands have achieved rapid development, and 361°, a brand of Arabic numerals, can be used without translation. The unique advantages of the world cannot miss this golden opportunity.

For how to internationalize, LEON's words may have revealed the 361° strategy from a side: In North America, Chinese brands are not Nike; In China, Chinese brands are not comparable to Adidas. However, if you enter the markets of Russia, Africa, etc., Chinese brands have certain advantages.