"Music + Sports" Del Hui Marketing To Explore New Mode

If someone sneakers a pair of sneakers with music trumpet in front of you, don't be surprised. With the vigorous development of sports industry in China, enterprises in every field of strength hope to catch the sport of cycling, and music is no exception.

On the 9 day at the Millennium Hotel in Beijing, del Hui of Fujian Jinjiang signed a contract with the Chinese national mountaineering team, the China Tennis Association Youth Development Project and the Qingdao Olympic sailing capital of China, and announced the cooperation with Taiwan pop star Jay Chou.

The product has always taken the lead of entertainment and fashion to enter the field of sports. Jay Chou, who has worked with him for seven years, is likely to have more sports elements in the promotion strategy of 2010.

Mao Yuying, vice president of del Hui commodities, said that the past marketing mode adopted a broad and fast way, so the choice was entertainment.

Now that the brand is mature, we need to look for different choices if we want to stand out from the many sports brands.

Differential choice means not competing with the most popular sports brands that have been bigger and stronger.

Therefore, they choose mountaineering, sailing and tennis youth projects as a breakthrough.

From the current domestic sports industry, many sports brands compete for the limited popular sports resources, such as football, basketball, tennis, table tennis and so on.

Take basketball as an example, the National Men's basketball professional league (CBA) is a sports clothing brand sponsorship, the WCBA of women is another brand, and the National Basketball Association (NBL) also has a sponsorship brand.

Recently, the popular domestic women's tennis arena, Zheng Jie, Yan Zi, Li Na and Peng Shuai "Four Golden Flowers", have signed with four different sports clothing brands.

In these popular sports, sports marketing competition is fierce.

But in the activities of mountaineering, sailing or hot events training, young people are very few.

Jay Chou, who has already had long-term cooperation experience to promote the company's new strategy, has also made preliminary plans.

Jay Chou is a super basketball fan. His songs are about street basketball. He also filmed sports films like big slam dunk. D is also about racing. Jay Chou himself is also a fan of extreme sports.

Mao Yuying said: "we are going to add elements of sports to Jay Chou's promotion so that his image can be used in the street.

We also want to make a sneaker with musical elements, as Jay Chou commemorating 10th anniversary of his career this year. He wants to put a horn on his shoes, which is still under way.

"Music + sports" is really a good idea.

At present, the domestic sports brand's route is nothing more than "fashion" or "professional". "Music + sports" is another way.

In the context of the global financial crisis in 2009, the sports industry is a small number of economic areas that are against the trend.

Del Hui's signing of sports is a small event in the domestic sports industry at present, but it is enough to reflect the great prospect of sports economy in China.