China National Track and Field Team is a sports team with a long history and glorious tradition. From the beginning of the team to today, for more than half a century, hard work, innovation and aggressiveness have resulted in Zhu Jianhua, Wang Liping, Chen Ding and Li Yanfeng. A large number of outstanding athletes such as Wang Zhen, Gong Lijun and Liu Xiang have invigorated the national spirit and won the honor for the motherland.
The development of China's national track and field team is inseparable from the care of the motherland and the concern of the people. It is also inseparable from the concern and support of the enthusiastic enterprises. In June of this year, Guangdong Bardez Chemical Co., Ltd. signed an agreement to become the official sponsor of the Chinese National Track and Field Team. At the signing ceremony, Wang Dawei, deputy director of the Athletics Management Center of the State Sports General Administration, said that Bardez is a national high-tech enterprise. In the course of more than 10 years of development, its corporate culture of innovation and daring to break through is also coincident with the Chinese National Track and Field Team. The style and spirit that have always been adhering to each other are harmonious, mutually reinforcing, complement each other and develop together.
National track and field team
London Olympics "transcendence"
At the London Olympics, China's track and field won a good result of 1 gold and 5 bronzes, setting the record with the highest number of medals in the previous Olympic Games and the record of the top eight.
In terms of walking, the Chinese track and field team won the men’s 20km race gold medal in addition to Chen Ding, and Wang Men, Si Tianfeng and Cheyang Shijie won the men’s 20km race, the men’s 50km race, and the women’s 20km. The bronze medal of the race has created the best record since the competition for the Olympic Games. In addition, the veteran Li Yanfeng ranked third in the women's discus, and Gong Lijun won the bronze medal in the women's shot.
Although the flagship character Liu Xiang lost the chance to sprint medals due to injury, the six medals won in this Olympic Games are still the best results of the national Olympic track and field teams of previous Olympic Games. In particular, the younger Chen Ding broke the 20-kilometer Olympic record in 1 hour, 18 minutes and 46 seconds, and won the record of the youngest Olympic champion in China. Chen Ding’s gold medal is the second gold medal for Chinese men’s athletes after Liu Xiang’s history in the Olympics. It is the gold medal for the first men’s walk in the history of the Chinese Olympic Games! Du Zhaocai, director of the Athletics Management Center of the State Sports General Administration, said that the Chinese Olympics in London Olympics The team's performance is satisfactory.
Beyond endeavor
Bardez feels the same as the Olympic spirit
As a strategic partner of the national track and field team, Guangdong Bardez Chemical Co., Ltd. is proud of the brilliant achievements of the athletes in the track and field. In every competition that the national track and field team participated in, all the Bards were watching and shouting in all directions in the country. Every medal won by the athletes of the track and field has made the Bardants happy and excited. During the London Olympics, the "Bardez Cup" London Olympics prize-winning quiz, the 100-meter running grand prix and other activities were carried out in all parts of the country. Grasping the world's attention to the Olympic opportunity, the sprint competition of "love sports, love health" has been set up in the country!
The Olympics are over, but the Olympic spirit is still alive. On the one hand, Bardez expressed his warm congratulations to the national track and field team, and deeply infected the tenacious and innovative spirit displayed by the track and field athletes on the field. At the same time, Bardez will also learn from the development strategy of the national track and field team “going out, please come in†in the highly competitive paint industry. In addition to strengthening its own quality control and service supervision, it will absorb the good development concepts of other brands at home and abroad. Further build "Bads" in the field of coatings.
Sports marketing
The spirit of brand spirit and sports spirit
Bardez's unremitting independent innovation for more than 10 years has made Bardez an industry status as the “first brand of environmentally friendly paintâ€.
Fang Xueping, chairman of the Bardez Group, said that the history of the development of the Bardez brand is the implementation history of Bardot's "integrity, standardization, innovation, and win-win" spirit. Bardez is well-known in China and internationally for more than 10 years. The brand is looking for development space in the paint field. After just over 10 years of development, the company's market has covered every urban and rural area in China.
The Bardez Group was established in 1996. For more than 10 years, the company has been adhering to the corporate positioning of “always focused on coatingsâ€. The company has established seven coating production bases in Zhongshan, Guangdong, Kaiping, Beijing, Shanghai, Chengdu, Jiangxi and Shandong. It has the most perfect group layout in the coatings industry and is the most industrially-owned company in the coatings industry. The corporate vision of the national brand of leading paints has laid a solid foundation. The production automation of the group company has reached the international advanced level, and the production capacity has leapt to the forefront of the domestic coatings industry. At the same time, it has created extremely convenient conditions for the products to easily and quickly radiate the national market. It is this spirit of constantly challenging ourselves and pursuing excellence that has made Bardez and the Chinese track and field team have a natural and intrinsic temperament, and finally made Bardez an official sponsor of the Chinese National Track and Field Team.
The future development strategy of Bardez is consistent with the sports spirit of Chinese track and field. After more than 50 years of development in China's track and field, scientific training is the aim of China's track and field development. "Faster, higher and stronger" has become the concept of Chinese track and field. "More than speed, specific endurance, specific height and specific distance" The main theme of Chinese track and field, the "friendship, fraternity, fairness, perseverance, integrity, collaboration and hard work" campaign aims to be the foundation of China's track and field. These are ingeniously aligned with the corporate philosophy and corporate culture of the Bardez brand. "Equality, trust, appreciation, affection" is the style of Bardez's life. "Quality leads" is the core value of the Bardez brand. "Building a world-class national paint leadership brand" is the core corporate culture concept of the Bardez brand. . The Chinese track and field spirit interprets the spirit of the Bardez brand, and the sponsorship of the Bardez brand to the Chinese national track and field team also enriches the spirit of Chinese track and field.
Upgrade
Professional brand transformation to the mass brand
The cooperation between Bardez and the Chinese national track and field team is undoubtedly a new marketing strategy for Bardez. At a deeper level, Bardez has started to transform and upgrade from professional brands to mass brands and local brands to international brands.
Through the cooperation of the national track and field team, Bardez has carried out brand cooperation, and provided relevant support for the training and venue of the Chinese national track and field team, not only for the progress and long-term development of the Chinese track and field team. Good conditions have established a good corporate image in the hearts of consumers. It is also possible to gradually create an association between the Chinese national track and field team and Bardez through a variety of specific related activities. The strong penetration and intangible promotion of the Bardez brand in track and field sports is more natural and easier for consumers to accept than hard and wide. Although this method has its disadvantages, commerciality and utilitarianism are not as obvious as hard advertisements. However, in the long run, this kind of sports marketing method is definitely a good and a disadvantage, and it is a brilliant marketing strategy.
The marketing strategy of sports marketing is basically to integrate the resources of the enterprise, integrate the sports culture embodied in the sports activities into the products of the enterprise, and realize the integration of sports culture, brand culture and corporate culture, thus causing consumers and The resonance of the enterprise forms a long-term special preference in the minds of consumers and becomes a competitive advantage of the enterprise. To a certain extent, sports marketing emphasizes the docking of a culture. Enterprises use the sports culture to infiltrate and promote the brand culture with consumers, and finally achieve a rise in product sales.
After more than ten years of rapid development, the Bardez Group now has jurisdictions: Guangdong Bardez Chemical Co., Ltd., Guangdong Huawang Coating Co., Ltd., Nankang Dayao Coating Co., Ltd., Chengdu Bardez Coating Co., Ltd., Beijing Daba Texa Paint Co., Ltd., Shanghai Bardez Chemical New Materials Co., Ltd., and a strong subsidiary such as Australia's Bardez Company, which is engaged in raw material processing trade in Australia.
Since 2011, Bard's annual sales growth has been above 30%.
A mature and well-recognized corporate brand is fundamentally derived from the excellence of its products. All along, Bardez has always adhered to independent innovation of enterprises and continuously introduced high-tech and green products to the society. The excellent quality products have become the most solid guarantee and backing of Bardez brand construction and marketing activities, and also laid a solid foundation for Bardez's internationalization. Bardez's "Quality Leading • Refreshing the World" positioning the theme and core ideas of sports marketing behavior also shows Bard's pursuit at a higher level.
After years of experience in marketing and brand marketing, Bardez has gradually found a way to improve its brand image and increase brand value. Therefore, it is believed that with the help of the Chinese national track and field team, Bardez can realize the transformation and upgrading from professional brands to mass brands and from local brands to international brands.
Bardez has always focused on intensive cultivation in the field of coatings, accelerated brand building, and inserted the wings of sports to achieve brand transformation. In the future, Bardez will continue to adhere to the road of brand building and make unremitting efforts to “build a world-class leading brand of national paintsâ€, so that independent brands can win more glory in the international market.
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