Impress people with brand culture

Companies that are in line with the positioning and concept of sponsoring the event, or the "personality and temperament" reflected in the event, are more suitable for sports marketing and have better results

　　Highlighting the cultural heritage and cultivating a unique spiritual temperament in sports marketing can make marketing move people's hearts and achieve long-term results

　　In today's marketing environment of information explosion and declining traffic dividends, sports marketing has become a powerful starting point for brand development with its unique reach, cultural power and communication power.

　　Effective sports marketing can not only arouse the high attention of consumers, but also find the part connected with the brand's own cultural temperament from the spirit of sportsmanship, leverage the excellent traditional Chinese cultural elements, and establish unique cultural symbols through continuous creative and people-friendly marketing reach, and finally transform them into valuable brand assets.

On April 15, 2024, a model of the mascot "Bingdundun" of the Beijing Winter Olympics was displayed in the "China Week" exhibition area of Milan Design Week Courtesy of the China Design Center in Milan

The national tide style shows the beauty of China

　　The national style elements contain the marketing code, and the Chinese elements are integrated into the brand design, which has become a powerful tool for brand sports marketing to frequently go out of the circle.

　　Walked into the shows of major international fashion weeks, co-branded with top designers and first-line brands, and established the design brand "DESIGN BY LI-NING"...... In recent years, Li Ning has fully demonstrated the national tide culture in sports marketing, and carried out all-round transformation of product design, positioning and marketing around the national tide, so as to create a new brand image, attract more consumers' attention, and promote the export of national tide culture to a certain extent.

　　Li Ning integrates traditional Chinese cultural elements into product design, and makes extensive use of traditional Chinese patterns, such as auspicious patterns such as moire, back pattern, bat pattern, etc., which not only have profound cultural connotations, but also add unique artistic beauty to the products. Rope embroidery, Chinese symmetrical quilting, Chinese placket design, Li Ning has absorbed the characteristics of these traditional garment crafts in product design, combined them with modern design techniques, and endowed the products with a unique cultural connotation and fashion sense, which are loved by many consumers.

　　Design language is a modern expression of traditional culture, backed by a rich history and culture, coupled with the strong cross-cultural influence of sporting events, brand marketing is like a tiger with wings.

　　ANTA joined hands with renowned visual artist Tim Yip and the China Academy of Art to create the Hangzhou Asian Games "Champion Dragon Costume", which is based on the unique landscape of Hangzhou, "Qianjiang Tide", and interprets a rhythmic water ripple style that blends the ancient and the modern. With the "Hangzhou embroidery" technique, it embodies the core design concept of "standing at the head of the tide" with a layered and intertwined look. Its classic "Chinese" character structure and the main color of the "blank" artistic conception highlight the oriental aesthetics.

　　In addition to the water ripple elements, Hangzhou's characteristic cultural logos such as the moon in the three pools, the spring dawn at the Su Causeway, and the sunset of Lei Feng are also highlighted by the golden silk thread.

　　Zhu Chenye, Vice President and Chief Marketing Officer of ANTA, said that the innovative interpretation of traditional Chinese culture is the highlight of these designs, demonstrating the cultural confidence of Chinese sports.

　　It is not only enterprises that display and disseminate culture in sports events, but also countries have taken the opportunity of holding international sports events to promote their own culture, show cultural charm and soft power, and stimulate cultural self-confidence.

　　From the design of the tinder lamp to the construction of the venues, every aspect of the Beijing Winter Olympics has integrated Chinese cultural elements, carrying the connotation of Chinese culture and demonstrating the cultural self-confidence of the Chinese nation.

　　The Winter Olympics tinder lantern designed with the inspiration of the "first lamp in China" Changxin Palace lamp in the Western Han Dynasty has aroused people's strong interest. Changxin Palace lantern was unearthed in Hebei, one of the competition areas of the Winter Olympics, and is a precious cultural relic famous at home and abroad. The design of the tinder table also draws on the traditional bronze ritual vessel - Zun, reflecting the concept of "carrying heaven and carrying things".

　　In the design of the Winter Olympic venues, the National Alpine Skiing Center in Beijing's Yanqing District is called "Xue Feiyan". Legend has it that Haituo Mountain was formed by the feathers of the Dapeng bird. "Feiyan" is an auspicious bird, coupled with the Winter Olympics element "snow", the name of the venue vividly summarizes the characteristics of the venue and the project, and is a wonderful interpretation of the Winter Olympics culture and traditional culture.

　　These exquisite ideas and beautiful designs have won the attention and recognition of many audiences at home and abroad, which not only brought fire to the Olympic economy, but also made the culture go overseas into the "fast lane".

Corporate link sportsmanship

　　The European Championship is in full swing. According to the official information of the European Cup, there are 13 "global partner" sponsors in this European Cup, of which Chinese companies occupy 5 seats, the largest number in history, and China has become the country with the most sponsors.

　　Wang Xueli, director of the Sports Industry Development Research Center of Tsinghua University, said that companies that are in line with the positioning and concept of sponsoring events, or in line with the "character and temperament" reflected in the events, are more suitable for sports marketing and have better results.

　　This European Cup,Hisense、BYD、Ant Group、ViVO、AliExpress appeared on the field as an official partner,Behind their sponsorship,Not only for brand building and promotion considerations,At the same time, they are more in line with the temperament and concept of the European Cup。

　　Europe is an important export destination for new energy vehicles in mainland China and an important market for BYD, and new energy vehicles are also in line with UEFA's concept of "environmental friendliness and green transformation". AliExpress and Alipay are influential in global cross-border e-commerce and payment companies, and sponsoring well-known foreign events is also in line with their needs for development in the international market.

　　Shuhua Sports is the "official fitness equipment supplier of the Chinese Olympic Committee" and the "official fitness equipment supplier of the Chinese sports delegation of the 2024 Olympic Games", and a variety of its fitness equipment will be stationed in the "China House" of the Paris Olympic Games to provide professional fitness training equipment and fitness services for the Chinese sports delegation. At the same time, Shuhua Sports will also carry out online and offline integrated marketing activities around the theme of "Let the World See the Power of China", such as the "Light Up the Paris Olympics" Paris offline running activity. Its sports marketing has its own set of ways.

　　Shi Yong, special assistant to the president of Shuhua Sports, introduced that the core values of Shuhua brand "integrity, hard work, innovation and sharing" are in line with the Olympic spirit of "higher, faster, stronger and more united". Over the past 29 years, Shuhua Sports has continued to promote scientific sports, and its marketing activities are not limited to product sales, but also pay more attention to the dissemination of scientific sports and fitness concepts and methods. It is hoped that through the combined solution of "hardware + service", sports can be more scientific, effective and interesting to integrate into people's lives.

　　It is understood that cultural and sports marketing has greatly enhanced the professional awareness and brand persuasiveness of Shuhua brand in the market, and its Olympic-quality products have also won the recognition of more B-end and C-end consumers.

　　Li Pengcheng, deputy secretary of the Party Committee and executive president of Mengniu Group, told reporters that behind the brand is culture, and Mengniu's brand spirit is "born to be strong". "Astronauts in the sky, athletes on the ground" is a vivid interpretation of the road of Mengniu brand. The sportsmanship of "higher, faster, stronger and more united" is highly consistent with Mengniu's brand spirit. Mengniu is also using this spirit to inspire itself and bloom others.

　　In 2019, Mengniu became a "Global Partner of the Olympic Games". In sports marketing, Mengniu has put its brand spirit and corporate culture through the whole process and achieved good results. Today, Mengniu has created Trensu, Chunzhen,

　　Daily Xianyu and other well-known brands, the products sell well in Southeast Asia, Oceania, North America and other places in the world, ranking among the top eight in the global dairy industry.

　　In the marketing of the Beijing Winter Olympics, JD.com extracted the cultural core of "love", which is highly compatible with the spirit of sportsmanship, from the brand spirit of "living up to every love", and further played the marketing theme of "living up to the love and igniting this winter".

　　With this as the main line, JD.com has carried out a series of marketing activities, such as signing a contract with the Chinese freestyle skiing aerials national team, and jointly shooting a TVC (commercial TV commercial) full of New Year's flavor, in the form of dynamic illustrations.

　　Seamlessly connecting the sports scenes of ice and snow athletes and the Chinese New Year scenes of the people, the two scenes are constantly staggered across time and space to bring users a novel sense of experience, shorten the distance between the people and ice and snow sports, and connect the love of every ordinary person.

　　The relevant person in charge of Jingdong Group said that Jingdong sports marketing focuses not only on short-term transformation, but also on the long-term brand spirit and value, and always standing with users is the underlying logic of Jingdong to win the favor of users.

　　With specific marketing measures as the "baton" of "love", JD deeply binds the cultural symbol of "love" to the JD brand, effectively enhancing brand reputation and loyalty, and building a unique cultural symbol and brand equity.

　　Whether it is the times, society, or enterprises, its culture and spirit are the core, foundation and support, and only by integrating and understanding can it be inherited for a long time. The same is true for brand sports marketing and sports brand marketing, which can make marketing move people's hearts and achieve long-term results. (Cao Xiaolin)