In 2012, when the traditional sporting goods industry suffered collective inventory pressure, the traditional marketing strategy of relying on the continuous opening of shops to increase profits appeared to be powerless. Therefore, the massaging of the London Olympic Games was an important turning point in their turnaround. On May 17, Anta High-profile announced the launch of the Olympic strategy and revealed the design theme of "Champion Long Service" for the Chinese Olympic champion in the London Olympic Games. More than half a month later, Li Ning also announced the launch of its dragon-themed "Red Scale" Series of competition clothing, so far, the domestic sports brand Olympic marketing began to gradually plump up. Anta foreclosure wins the Olympic Games main stadium Have to say, Anta Olympic marketing pioneer. As the top strategic partner of the Chinese Olympic Committee, Anta Sports reached a strategic cooperation agreement with the Chinese Olympic Committee in 2009. According to the agreement, the Chinese Olympic Committee will package the Olympic cycle from 2009 to 2012 and be authorized by ANTA Sports Sponsored the Chinese sports delegation to participate in the 2010 Vancouver Olympic Games in 2010, the Guangzhou Asian Games in 2010 and the London Olympic Games and other 11 major international events to provide championship equipment. Market participants based on the amount of previous sponsorship analysis, Anta cost more than 600 million yuan. Holding the Golden Key of COC Strategic Partner of Chinese Olympic Committee, Antaar Olympic Marketing in London Fulfills the Level: Cooperating with International Olympic Committee Partner Procter & Gamble, McDonald's and the Olympic Committee of China Hilton Hotel and Erie to jointly create the "Olympic Brand Alliance "to start the Olympic strategy of cross-border marketing. Anta successfully managed to surpass sales of Li Ning in 2011 to become the first in China. However, Li Ning still enjoys an advantage in brand reputation and other aspects. Therefore, Anta regards the 2012 Olympic Games as a great opportunity to enhance its brand name. For this reason, Anta announced in the semi-annual report of 2011 that "the advertising and promotion expenses for the mid-term Olympic Games will increase 0.6 percentage points to 12.6% and further rise to 14% next year." In fact, although the ANTA actively participated in the bidding for the 2008 Beijing Olympic Games, it failed to do so because of its lack of strength. And with many years sponsored CBA, China Volleyball League, China Table Tennis League performance, Anta finally won the approval of the Chinese Olympic Committee. After spending as high price as "2009-2012 Chinese Olympic Committee sports clothing partner" and "2009-2012 Chinese sports delegation partners", this sponsorship fee has become China's largest Olympic sponsorship in the history of the largest single. Li Ning veteran overwhelmed the weight frequently recruit As China's sports brand giant, Li Ning is also actively meet the London Olympics. Data show that in 2008 alone, Li Ning's revenue grew 53.8% over the same period, the company spent a total of advertising and marketing expenses reached 1.171 billion yuan, significantly higher than the previous year's 696 million yuan. Li Ning commented on the performance of 2008: "The Beijing Olympic Games will undoubtedly be the focus of 2008. The Group has successfully seized this historic opportunity and implemented our integrated marketing strategy, which has greatly contributed to enhancing the brand value of the Group. With the opening of the London Olympics, Li Ning is also looking for marketing opportunities for the Olympic Games away from Mainland China. After the adjustment in 2010 and 2011, Li Ning's ordering data for the first quarter of 2012 has stabilized. Its advertising investment in 2011 was quite low-key, reserving great strength for 2012. In May of this year, Li Ning launched a series of sports products aimed at mass consumers in the name of "Tribute to the Heroes." Li Ning said in the London Olympics, Li Ning will continue to support China's gymnastics, diving, shooting, table tennis, badminton and other five "dream team" and in June of this year officially released its five "Gold Medal Dream Team "to provide the participating sports equipment. Li Ning recently released the London Olympic Games national team "shirt" named "red scales", inspired by Liaoning Chaihai 8000-year-old Longwan tiles. This series of racing suits use INVISTA's latest "shaping technology" fabric, which combines the functional freedom of sportswear with the freedom to stretch and comfort, lightweight, breathable and sporty. Anta, Li Ning marketing strategy has its own Aspect In addition to generous inputs, Li Ning and Anta two sports giants marketing strategy also has its own Aspect. Li Ning, as China's sporting goods industry "boss", the performance of the past two years is not satisfactory. After three major indicators such as operating income, gross profit and net profit dropped sharply year-on-year in 2011, the orders for Li Ning's footwear products dropped by double digits year-on-year in the first half of 2012, while the annual decline of clothing products exceeded 20%. This summer coincides with the Olympic Games, Li Ning, the company carp, it is bound to prepare for a big leap in London this year. It is reported that this year's London Olympic Games, Li Ning, general manager of the torch will be lit the flame in Athens, Olympic spirit reproduction, playing Olympic culture card, in addition, Li Ning, the company mainly focused on the athlete's equipment. Athlete clothing is the highlight of Li-Ning's marketing, and in 2012 it highlighted its process in particular - the so-called "Red Scale" series of suits made with ultrasonic laser technology and half-cut Dragonscale structure. This also shows Li Ning since the market involved in the United States since 2010, in-depth tapping the domestic system material suppliers under the effort. Anta steadily ranked "second child" position, and walked Li Ning similar path - for the Chinese sports delegation with the award-winning service "champion Long service." On May 17, ANTA also kicked off a ceremony to announce the name of the awarding dress and the Olympic strategy with the theme of "Hand in Hand with China's Sports Delegation and Long Zheng London." At the ceremony, former star Xu Haifeng and Guo Jingjing were also unveiled . The ceremony was not only a show gimmick, but also heralded the official launch of Antarctica's Olympic strategy. The two Olympic giants of the sports giants are all known for their flamboyance and who will be the final winner. In response, the industry pointed out that Li Ning, Anta compared to the layout of the Olympic marketing narrow, the momentum is relatively weak, but Li Ning sporting goods brands in the accumulation of influence point of view, then if another alternative plus manufacturing hot spots, on the one hand Make the visual vision of the media from a variety of negative conditions before the transfer, on the other hand can also take advantage of the opportunity to develop a more upward brand image. The two Olympic sports marketing giants London Olympic battle, still worth our look forward to.