Nicholas Tse endorsement Xtep promote brand characteristics

In fact, Xtep transcends the core of the gene precisely because it blends fashion and sports into a deadly difference: it has designed the logo as a rebellious "fork"; it breaks sports labels by inviting sports stars to endorse The industry rules, spending 4.7 million yuan rented the entertainment star Nicholas Tseng. It is said that the original Xtep internal for what is still asking Andy or Nicholas Tse dispute. "Although Andy Lau reputation, but the special step is young, rebellious!" Ding Shibo wave a table, nails. Since then, one by one to Nicholas Tse shop for the store's trick shop opened in the country. Although this store image is now I do not know how many generations to upgrade, but in 2001 to 2003 Xtep start-ups, Nicholas Tse did indeed play a role in pulling up the brand. Ding Shuibo and Nicholas Tse's personal relationship has also been established, his daughter still claims to be "godfather." In order to make "Xtep" looks magnificent, Xtep with entertainment marketing and sports marketing dual-engine force. However, in 2008, the entertainment industry in China has found it hard to find a star capable of holding Xtep's "run". Even Nicholas's brand pulling power has gradually dropped off with the rise of Xtep. In 2008, Starbucks, including Wilber Pan, Jolin Tsai and TWINS unveiled Xtep, the most luxurious line-up of celebrity endorsers since Pepsi. On the other hand, in the context of the gradual trend of entertainment marketing effect, Ding Shui-bo re-kills sports marketing. The current sports marketing resources are nothing less than three aspects: sports stars, sports, major events. Among them, sports stars focus on the high end, which has a clear effect on passing the brand spirit. Sports programs can promote the correspondence between a brand and a sports category. The coverage of large-scale sports events is the most extensive and has the widest impact on brand reputation. As a latecomer, on the one hand, front-line sports stars were collected by opponents, and Li Ning, gymnastics, adidas football, Nike focus on basketball, can be used for Xtep project resources with very few. How to do? In 2005, Xtep talked generously about the exclusive sponsorship of the 10th National Games. This is the first domestic sports brand to directly name a large-scale event. After this, Xtep sales have soared. Beijing Olympic Games, brand fierce battle, Ming knife Ming gun. The same is not the Olympic sponsor Xtep, at any time facing the Olympic Organizing Committee of the red line, Ding wave wave, take "throwing bombs" way in CCTV really hit a million. "Our most outstanding achievement is also the result brought by the CCTV advertising.From August 9 to August 24, a total of 524 broadcasts of special step ads, an average of 32 times a day, more than once every hour, so Crowd-shaped exposure, oppressed oppressed breathless. "