Brand Shoe Enterprises Compete With CCTV Advertising In Marketing Mode

The situation of brand monopoly.

For this phenomenon, many people in the industry believe that this fully shows the activity of sports brand, of course, the collective competition.

The situation also reflects the similarity of sports brand in marketing strategy.

The total amount of advertisement bidding is 9 billion 256 million 270 thousand yuan, and the bidding part is 8 billion 201 million 200 thousand yuan, an increase of about 15.4% over the same period.

361 to 158 million yuan to beat Lining and Anta, winning the bid, "CCTV 2009 sports channel clothing designated supplier".

Among them, Jordan won the "basketball match partners" project at a price of about 50000000 yuan.

However, many people expressed concern about their enthusiasm for participation.

"I didn't expect the enthusiasm of enterprises to participate this year would be so high."

Although the current economic situation is a bit "cold", XTEP's launch is nearly 50 million yuan more than the 110 million yuan it had thrown at the tender last year, and Jordan's about 50000000 yuan won the "basketball match partners" project again, which is 15% higher than in previous years.

For the enthusiasm of the sports brand, the people in the industry think that it is related to the development of the domestic market.

The shrinking international market has forced domestic brands to focus more on stimulating domestic consumption.

Some big companies need to behave, such as XTEP. They have just been listed this year and must accelerate their expansion in the market next year. Therefore, it is logical to increase advertising investment.

However, from the tender meeting, people have not found a dark horse that suddenly rises suddenly. This also makes people realize that there is still much work to be done to keep the new face in the domestic market.

In 2009, the differentiation of domestic brands will become more serious, and resources will be further concentrated on large enterprises.

More sports resources will be put into the tender meeting, such as "basketball match partners" and so on.

In addition, the severe situation has obviously stimulated the greater fighting spirit of sports brands.

Ding Shijie, deputy general manager of Jordan (China) Limited, said that 2009 is the watershed for the sporting goods industry, and the opportunity for 2009 is very important.

He also revealed that in 2009, most of the company's focus was placed in China, and Jordan's sales in 2009 were expected to increase by about 50% over 2008.

But as economist Lang Xianping said, in terms of appearance and quality, Jinjiang brand shoes are no less than any other similar company in the world, but the lack of "internal elements" makes Jinjiang shoes brand still lagging behind the world top class sports brand in the seemingly vigorous expansion and licensing movement.

The "inner element" here refers to the "spirit of sport" by Lang Xianping.

At present, the competition of the domestic sporting goods industry is still at the bottom of the two levels of competition.

"People can make it.

We can do or even do better in Jinjiang. "

Lang Xianping said that this point can be seen from the publicity advertisements of various major brands in the country, and all kinds of sneakers with different avant-garde functions, with fashionable appearance design, have a certain brand temperament.

However, another reality is that the same domestic enterprise makes a great difference in price between the products produced by Nike and its own products, which is due to the brand.

Nike relies on an internal element, that is, the spirit of sport, which is not yet achieved by many sports brands in China.