Outdoor Brands Live On The "7 Trillion" Market By Broadcasting Live Olympic Games.

The four year Olympic Games are not only the most spectacular sports events, but also the major sports events.

Marketing feast.

For sporting goods companies, Rio Olympic Games is undoubtedly the best platform to display brand and strength.

In 2016, we caught up with the live "new year". The APP performance of the live sports events was very prominent. Many Olympic Games have seen the business opportunities of live broadcast. With the help of live broadcast platform, the real time marketing has been applied to the extreme, and the events have been broadcast to the audience in a more natural way.

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Sports marketing in the era of big data

According to incomplete statistics, the Rio Olympics unveiled sportswear enterprises in addition to official suppliers.

Besides, domestic brands include 361 degrees, Anta, PEAK, Lining, Hongxing Erke and so on.

In the traditional media era, most of the way that the enterprise brand carries out Olympic marketing is heavily sponsoring and endorsing.

In the era of multi screen interaction, the live broadcasting platform has become the marketing tool favored by many enterprises due to its low input cost, real-time interaction and scene switching.

Shenyang, a vice president of the Pathfinder group, told reporters in an interview with reporters that the company organized Olympic live events to collect data related to brand interaction between members and social media such as WeChat and micro-blog, and found consumers interested in Olympic events. Under the leadership of the former Olympic champion, they invited them to watch Olympic events in Rio and disseminate the situation and feeling through the way of live broadcast, combined with the Olympic Games to improve the awareness of the brand of Pathfinder.

Shenyang believes that domestic outdoor sports are still at the stage of enlightenment. "For example, the average annual consumption per capita of outdoor products in the United States is 800 yuan, while that in China is only 20 yuan."

In the case of low consumer awareness, outdoor brands need more precise advertising to lead more consumers into this field.

In order to reach the target consumer group, Pathfinder has sponsored "two Adventures" and "our rules" from the last year, which is the Baer outdoor adventure documentary reality show.

According to statistics, in the first half of 2016, about 20 sports reality shows have been broadcast in major TV, the European Cup plus the Olympic Games, so that sports become the big IP of the year.

Industry experts believe that outdoor brands and sports reality show have a good fit, and the popularity of sports variety is expected to enhance the marketing pformation rate of outdoor products enterprises.

Great potential in outdoor market

In fact, although outdoor sports have entered the Chinese market for more than 10 years, the outdoor equipment market is still in its infancy.

The 2015 annual survey of outdoor products in China released by China Textile Association outdoor products branch shows that in 2015, the total retail sales of outdoor industry amounted to 22 billion 190 million yuan, and the wholesale sales volume reached 12 billion 111 million yuan, an increase of 12.22%.

The report pointed out that although the overall sales increased, 49% of the outdoor brands surveyed showed a decline in net profit.

As the first brand of outdoor brand listing, 300005.SZ reported 2015 earnings data, and the company achieved 3 billion 808 million yuan in revenue throughout the year, dragged down by its inventory performance, and net profit decreased by 10.5% compared with the same period last year.

Compared with its earnings report, this is the first time since 2009 when the Pathfinder landed on the gem, net profit growth has been negative for the first time.

Haitong Securities analyst pointed out that for outdoor and sporting goods companies, Pathfinder used to be limited to the provision of hardware products, and the overall correlation with consumers was weak.

In the future, Pathfinder is expected to provide services to promote people's participation in sports activities through sports, training and other interactive ways, and tap new market space.

In this regard, Shenyang said that the company has formed three major synergy development sectors for outdoor products, outdoor travel services and sports.

The report on the 2016 China sports consumption ecology shows that since 2015, the development momentum of sports consumption has come into being due to many factors such as the increase of residents' income, the upgrading of consumption structure and the favorable policies of the country. It is estimated that the scale of sports industry in China will exceed 7 trillion yuan in 2025.

Facing the increasingly large sports consumption market, Zhu Qinghua, a sports industry researcher at CIC, said that the consumption of domestic sports industry presents two characteristics: on the one hand, the demand for mass sports consumption is strong, and the enthusiasm of residents to participate in sports is improved. This is related to the improvement of the income level of our residents and the increasing health awareness. On the other hand, the proportion of basic sports products consumption is decreasing, and the consumption of professional sports products has improved.

Zhu Qinghua said: "with the rise of outdoor sports, outdoor clothing will become an important driving force for the development of sports goods in China in the future."

It is worth noting that capital began to pour into the outdoor products industry after the Pathfinder went public in 2009.

In the second half of 2015, Sanfo outdoor announced the A share market.

In this regard, Zhu Qinghua believes that in the context of the rapid development of outdoor sports, outdoor sports companies will continue for a period of time.

"At present, the outdoor sports industry is developing vigorously. Outdoor sports companies are favored by most investors. Moreover, the number of domestic outdoor sports brands is still relatively small, and the intensity of competition is relatively low. Some brands with strong innovative production ability and special characteristics still have larger development space."