Jianlibao hits the sports marketing brand to reshape the brand image

Jianlibao, once declining in the Chinese beverage market, is planning to return. The reporter learned yesterday that “Jianlibao Sunshine Sports Love Action” has officially started in Sanshui. This love event in 10 cities across the country is also Jianlibao’s heavy punch after following a huge amount of money to sponsor the Guangzhou Asian Games last year.

According to the survey, China's per capita annual consumption of soft drinks is only 8 kilograms, which is 1/5 of the world average, and 1/24 of the developed countries in Western Europe. This makes Jianlibao believe that the beverage market has great potential for growth. Li Shizheng, general manager of Jianlibao Trading Co., Ltd., said that Jianlibao is the earliest company to make sports drinks in China, and the natural connection between sports and health gained through years of brand accumulation. It is reported that in order to return to the first echelon of the Chinese beverage market, Jianlibao uses the marketing resources and financial strength of a unified enterprise to expand the market. On the other hand, it also researches and develops professional resources of the Sports Research Institute of the State Sports General Administration of the People's Republic of China. Constitutive sports drink.

However, the industry is more likely to take a wait-and-see attitude as to whether Jianlibao can recreate its glory. Zhou Sianran, a food industry researcher at China Investment Research Group, analyzed that sports marketing has become very common in recent years. After China successively held the Beijing Olympic Games, Guangzhou Asian Games and other sports events, consumers' sense of freshness has declined, and the role of sports marketing has greatly weakened. Jianli Baoguang is not likely to rely on playing sports cards to achieve the revival of Jianlibao. Zhou Siran pointed out that many of Jianlibao’s products have a serious homogenization phenomenon and their positioning is ambiguous and it is difficult to develop new growth points.