Source: First Finance
The marathon has become the “place for soldiers” for major sporting goods brands.
On April 14th, the scene of the Beijing International Long Broken Festival in 2024-Beijing Half Marathon Champions Sprint sparked a stir on the Internet.In the last few hundred meters of sprint, after more than the player He Jie, several foreign players made a look at He Jie’s look back and waved their hands, and finally overtook He Jie.Subsequently, He Jie suspected that the topic of “Bao” champion of three foreign players triggered attention and controversy.
Public information shows that He Jie is a Step signing athlete, a holder of the Chinese men’s marathon record, and three foreign players are also athletes wearing Tippot shoes.After the video was released online, it continued to ferment, and many netizens questioned the sponsors “suspected of manipulating the event.”
In response, Xtep responded: “The current situation is still confirming that it is in the investigation and verification with multiple parties, and further information will be communicated as soon as possible.”
Bet on the running field
As a local sporting goods company, Tubo has bet on running business over the years.”We believe that an industry and a brand must have their own core competitiveness, and the unique label of Tubh is ‘love running and love Tobe’.” Ding Shuibo, chairman and CEO of the Board of Dub GroupFocus on the running industry.In Ding Shuibo’s view, Tub’s core competitiveness and unique label are running.
In the financial reports of Tubu in recent years, the term “running” has also been repeatedly mentioned. “Tibu has now become a brand management company. The brand image is clear and focused on professional running.”The preferred brand of Chinese Volkswagen Runners”.
Some people in the industry told reporters that compared with other local sports brands, the Stewra Entry Marathon is earlier and has been continuously invested in marathon for a long time, which has also enabled specialties to include most of the most important marathon marketing resources in China.
Since the first time in the marathon in 2007, Tobe has spared no effort in connecting himself with the “champion” and “breaking record”.Ding Shuibo once said: “We have continued to promote the Group’s business growth in the industry’s leading position in the running field. In many marathons in Mainland China, Tubao surpassed international and domestic brands and occupy a leading position.”
Tobu did invest a lot of money on the marathon.As early as 2019, at the strategic press conference of Xiamen’s “Chinese Racing the National Running for the All -Public”, Tuban joined hands with the China Athletics Association to release a series of new marathon incentives: breaking a domestic record and rewarding 1 million, adding another 1 second to add another additional seconds to the addition of additional one second.Reward 10,000 yuan.
”My impression of Tsob is getting better and better, and Tub’s investment in marathon is actually improving all aspects. Now it has launched the national racing incentive plan, which is undoubtedly a huge contribution to the Chinese marathon.”This evaluation.
The company’s latest ESG report shows that for more than ten years, Tuba has sponsored more than 1,000 marathon events and events. It is currently the most sponsored sports brand in China sponsoring marathon.At present, Tuban runs more than 2 million professional runners through 65 Step Waling Club.
Each family is “rolled” running shoes
In addition to Tubu, more and more brands have begun to join the track competition.
For example, Hongxing Erk, who “out of the circle”, has also begun to get involved in marathon events in the past two years.In 2022, Hongxingrke publicly developed “Hero Post”: Chinese runners wearing a full set of competition equipment in Hongxingerk and won the Shanghai Station Malaysia Championship, rewarding the total bonus of RMB 1 million.In 2023, the company announced that its first marathon professional running shoes “Zhenjing 1.0” was listed for 4 months at the “Creation of Chinese Runners-Hongxingrk National Running League Conference” for 4 months, which helped the runner 22 times to the top marathon championship.
Another example is Li Ning.At present, sports running shoes have become the most important category of this company, and sales performance is eye -catching.”For running products, we are very confident, and running products have increased by 40%. Li Ning’s entire science and technology platform and product functions and professional science and technology levels have driven the overall sales of running categories to increase significantly.”The performance of last month was disclosed.
Marathon is now a must -fight for soldiers.Since last year, the marathon, which has been stopped for three years, has ushered in a blow -up recovery.On October 29, 2023, the Beijing Marathon, Chengdu Marathon, Changsha Marathon, and Xi’an Marathon started running at the same time at the same time, and the “Super Marathon Day” arrived as scheduled.The “2023 China Track and Field Association Road Running Work Report” shows that in the first half of this year, there were 133 road running events in China in China. In the last two months, more than 50 cities and cities submitted the application for marathon events.
How to kill a bloody road on the running track?It is undoubtedly “exposed” in major marathon events. Today’s marathon events are not only athletes for athletes, but also the platform for sports brands to compete with each other.According to the data of Yue Run, the Shanghai Marathon “Break 3” (expected to end within 3 hours) Players running shoes in the top three are Nike, Tobu, and Adidas, respectively, accounting for 46.3%, 23.0%, and 9.8%, respectively.39.7%; the top three of the Xiamen Marathon “Break 3” players running shoes are Tsob, Jordan, and Nike, respectively, accounting for 53.8%, 10.0%, and 9.7%, respectively, and domestic products account for 88.3%.
The reporter interviewed that in the domestic marathon, there have been “buying feet” in the years, that is, related brands pay attention to the wear rate of their own running shoes in the event.Partner cooperation.”Brands with sufficient budgets will spend a lot of money to sponsor the top professional runners, so that they are willing to put on their own running shoes to play.” The aforementioned industry said that if the top three in a game are wearing their own brand running shoes, the results will beIt can prove the brand’s product power, which is much better than spending more marketing expenses for advertising.
In this way, it is not difficult to understand the main battlefields of major big marathons to become the main battlefield of various brand marketing. Whether it is to declare that they are still on the stage of competition, or to make new products for new products, or strengthen themselves between themselves and runnersThe connection has prompted various brands to “roll” on professional running shoes in different ways.