World War On Clothing Brand

In the hot June, with the coming of the world cup, the topic around the world cup is gradually heating up.

On the stage of football, in addition to the competition among sports teams, the war between enterprises is more and more instant.

The brand war, which was inspired by the world cup war, is more intense.

World brands look for them.

Although the team has reached 32 in the world cup in South Africa, there are only 6 brands to sponsor jerseys.

What is more exaggerated is that the three sports brands Nike, Adidas and Puma have sponsored 28 teams.

Among them, Nike sponsors 10, including Brazil, Holland, Portugal, Serbia, USA, South Korea, Australia, New Zealand and Slovenia. The England team has become a member of the Nike army because its clothing sponsor UMBRO has joined Nike.

The Nike Jersey is characterized by environmental protection. It is said that each shirt is made from 8 plastic bottles.

The Brazil national team has always been the signboard of Nike, and the "Ronaldo series" is a unique secret of the company. From Ronaldo to Ronaldinho to Ronaldinho, the three world footballers and European footballers have always been the stars of the company, which has rapidly reversed the decline of Adidas in the football world.

During the world cup, the personal charm of these stars also made Nike's LOGO shine.

Adidas has been FIFA's TOP partner for many years. Every ball in the world cup was built by the company. They sponsored 12 countries in this competition, and the heavyweights were France, Argentina, Germany and Spain.

Of course, the Chinese team, which is far away from the world cup, has been sponsored by Adidas.

Puma's killer is the last world champion Italy, and Puma has won the red dot design award for the Italy design. The tailoring of the Jersey is designed by studying human motion data. It is said that this technology called Battle Skin allows athletes to use the smallest strength in every sport.

In fact, Puma's base in Africa, almost all African football teams are sponsored by Puma, which is derived from the successful guerrilla marketing strategy adopted in the Puma marginalization. The low sponsorship cost is very effective, which promotes the Puma brand to the maximum.

The remaining three brands grab every brand.

Apart from sports brands, clothing brands will not miss the most important events in the world's first sports.

Many brands have launched products inspired by the world cup, such as Paul Smith and Pull and Bear, which have related men's T-shirts, and even Crawford release all kinds of national socks.

And Umbro played the idea of a wife's group, invited a member of the World Cup team to shoot a wife or girlfriend, sexy and fashionable display will definitely let the female fans to pay.

ZARA has also launched the world cup's newest male T-Shirt, including the David Bowie's T-Shirt series.

Of course, the combination of luxury brands and the world cup will not be so simple. It has just won the world's most valuable.

China brand external war

As a world-class sports event, the absence of the Chinese team undoubtedly hindered the attention of the Chinese people to the world cup. Some experts pointed out that the absence of Chinese teams could not cause the absence of Chinese enterprises.

In the 2006 World Cup, "YISHION" was the only sponsor in China's apparel industry.

In this year's World Cup, the appearance of Chinese garment enterprises has not appeared in the official cooperation list of the world cup.

For many garment enterprises, it is undoubtedly a more feasible way to find more clever marketing methods to tie up with the world cup.

Some well-known brand clothing manufacturers in the summer market have been pushing the world cup elements with the elements of the world cup to achieve market sales.

During the 2006 World Cup, although Metersbonwe did not get the authorization from FIFA, the brand was smart enough to play a "edge ball". The commemorative clothing with the theme of "I love the World Cup" was launched, which was popular among fans, and sales surged. The sales volume reached 4 billion yuan in that year.

Inspired by this, many brands of garment manufacturers in China have launched the clothing with "World Cup element" in the market, and the response is good.

Sub Media International CEO Xu Miao long pointed out that

It is understood that PEAK, XTEP, del Hui and other sports brands have made it clear that during the world cup, increasing the density of advertising on CCTV, in addition, more brand choices in marketing "tactics" on the ingenuity.

"We are positioning the world cup marketing in entertainment football."

A XTEP official revealed that they would invite celebrities and famous composers to jointly record a MV related to soccer and World Cup, and make the list through channels such as television, radio, Internet and KTV. At the same time, in the summer's main push on "Africa calling" dress, XTEP has integrated a large number of football elements.

During the 2002 World Cup, seven wolves, who had spent tens of millions of yuan in the name of "super team" and other columns, were also unwilling to lag behind. Relevant personnel revealed that the marketing emphasis of the company was changed to: the world cup T-shirt was designed according to the style of the popular national team, and opened in stores all over the country.

The precious birds are playing the football culture in the world cup costumes this summer.

In this summer's expensive bird T-shirt, in addition to the footage of football, it also highlights the colors of the popular team's flag.

Yuan Wei, manager of the media relations department of the center of operations, Anta, which is planning the "China team" strategy, said that soccer clothes are not the main products of Anta, but Anta will cooperate with some media in various regions to carry out some interactive columns.

China's brand participation in the world cup is more apparent from the present.

This is not only limited by the strength of our enterprises, but also related to the development level of Chinese football.

However, it is even more important for China's clothing enterprises to do well in the domestic world cup marketing. After all, the domestic market is the basis for all of us.