Combat:nichemarketingintheendworthit?ResearchpapersDownloadNews:April2,2014,thesecondsessionofChinawillpromotecross-countryrallywasheldinBeijing,knownastheChineseversionofthe‘DakarRally’eventofficiallykickedofftheconferencesitepretty.Interestingly,thelast‘CCTVanchorrider’ShaTongturnedpresenter,‘ninedaysaftertheball,’PanXiaotingthecrossasa‘bigoff-road’Ambassadorevent.speaktomakeitofficial,PanAmericansalsothreatened‘tobecomeanexcellentracer.‘Butafterall,notJimmyPancrushherrhetoricaspirationsweliketohear.Comparedtothesehalostarsoverhead,theaudienceofseveralspectatorsVIPseatsareabitlow-key.ThemwithsandTong,PanXiaotingbiggestdifferenceisthatthelatteristosuckgold,whichistoburnafewspectators.AeolusTyre,CAMELcamel,mouth-sheng,SUNtents,foursponsors,forthesecondconsecutivesessionsponsoredthecontest.sponsorwasthinkingwhatwedonotknow,butweknowthenameofCCTV,1jointlyorganizedbannerracesponsorshipisabsolutelynotcheap,butthiskindofcontinuoussponsorshiptakescourage,notthrowingmoneyeffectistosufferbosspunchedbatches,especiallytheinfluenceofthefirstgamewasnotgreat.Tobehonest,thefirstofChina2013off-roadrallydidnotcausegreatconcern,asmanypeoplehaveonlyseenthePanXiaoting’sface,butdidnotreadhergameasitsreason,orbecausetheproject‘niche’DonotyouseetheRoyalParkdailyfivep.m.start,thenpackedinthreehundredforty-fivethousandsixhundredseventy-eightring,nottomentioncars,bikescannotmove.Chinesepeople’sdreamofracing,off-roadracingdream,onlyexistsinthe‘niche’crowd.intheend,‘thebigoff-road‘Raceisworthwhileburnsponsor?AeolusTyreandCAMELcamelorbeingtakenadvantageofintheendisdiscerning?worthIspentinkanalysis.AeolusTyrein2012begantoenterthepassengercartires,comparedwithotherbrandsinthepassengerarea,oranewbrand,butAeolusitselfisanoldbrand,whatsay?Priorto2012,mainlytodocardFengshenpassengercartires,brandtonalityhasbeenformed,2passengertiresdonow,whatstrategythefight?overthrowtheweightortheflow?Ithinkweshouldadoptthelatter,truckandbustiresforenduranceinharshenvironmentsthanordinarymultiplicationOfcourse,muchcattlecar,soAeolustiresdonotblindlyfollowthetrendtosponsortherunwaythanthespeedofthecar,whichisnotFengshenstrengths.sponsoredracewillbesponsoredbythearduousChinese‘bigoff-road.’CAMELcamel,atraditionstartedwithoutdoorbrand,inrecentyearsbegantogetinvolvedintheelectricitybusiness,israrelyabletoreplicatethesuccessofthestorebrandsontheInternet,in2013Lynxdouble-elevenisarecord380million.yuanachievementsleadingsalesverywell,buthowhasbeenleadingintheoutdoorstoaccommodatethemorethan500brandsofChinesemarket,andtoachieve‘professionaloutdoor’brandpositioningtoimprove,CAMELcamelmovesconstantly-early2013,signingjust‘ghostwritingcontroversy’comeoutracerHanHan,brokeredbyHanandreachedcooperationwithShanghaiVolkswagen333fleet,asitsstrategicpartnerandapparelsponsorof3designatedproducts,themostfamousmountaineeringteamsponsor‘NorthEagleClub’,afullCAMELCamelequipmenttoprotecttheseelitestudentsclimbedontopofthesnow-cappedmountains,deepintothemountainsinthehinterland,theselectionof80nationalprofessionaloutdoorequipmentsponsoredplayersforthewholeyear,‘LuoWalkerplan’......hugeendorsementandsponsorshipfeesinexchangeforbrandpromotion,SlowlyalsoformedauniquebrandCAMELCamelplay-toletconsumersknowhowyourproductcattle,weshouldletconsumersseeyourproductcanwithstandthetestofhowmuch.Sothe‘bigoff-road’eventuallymovedCAMELcamel,letwillinglyonceagaindigpockets,notonCCTVreportedmoreresourcestoensurevisibility,but‘smallminority’FeatureRace:longdistancecross-country,Eventdifficultyfullyupgraded,moreharshclimatechange,higherequipmentrequirementsforCAMELcamel......theseoutdoorproductsareaseveretest,butitisalsoanexcellentopportunitytoshowtheperformanceofoutdoorequipment.‘Smallminority’seeminglylittleinfluence,but4the‘smallminority’isveryfocused.‘Smallminority’ofChinese‘bigoff-road’,itseemslikeonlyaffectasmalldialcross-country,likeoutdoor‘smallminority’populations,butby‘herding’Letmorelike‘lightoutdoor’generalpopulationawarenessandrecognitionAeolusTyre,CAMELCamelprofessionalismofthesebrands,whichispreciselythepurposeofthepursuitofbusinessandbrand.marketingburn,burnsponsormoney,themorefamouseventsmoreburn,butsometimesnotthemoneytoburnonmostpeopleknowoftheprojectisthebest.thispopular‘micro’era,Aeolus,CAMELCamelsponsorshipofsuchalargecross-country‘smallFocus‘Marketingisashortcutwayoutbutmaybe(Source:Sellertext/Wheat5
