World Cup A Sports Dress Marketing Banquet

What does the world cup mean?

Today, with the increasingly mature commercial operation of the world cup, sports marketing has become a battleground for countless businessmen.

The opening of the world cup in South Africa in June 11th has long been a golden opportunity for the relevant industries in the world. It has also attracted the attention of Chinese and small businesses.

"The world cup is the key to the success of our venture."

"My world cup, too, is my business."

Chen Chen helped his glasses and had a confident smile on his face.

In early June, Simon, Beijing Jiaotong University, met the young shopkeeper in his newly opened "GOAL theme Western cafe".

Sitting in front of the window, his elbows were on the table, and the glasses with black sides shone round in the sunlight. Chen Chen told the reporters the story of him and his cafe.

"It's less than half a month's business, and my friends and I have prepared funds to keep the store running for half a year."

Chen Chen said, "no profit has yet been achieved, but we are all looking forward to this golden month of the world cup."

Chen Chen graduated from the Chinese drama academy in 2004 and studied art. He did a lot of work after graduation, but "it's not the life he wants."

He always liked playing football. He had a group of friends around him. "We went everywhere to play, and we had to rub around the university courses.

Jiaotong University, central finance, civil service, North and North, when they are free, they will go with friends.

But to Chen Chen's regret, his friends liked to watch the ball together, but they could not find a comfortable and real place to watch.

"Then I thought of the world cup. Why don't we take this opportunity to do it ourselves?"

This idea was soon put into practice, and the problems before Chen Chen were solved in the layout of his new store.

"We have a total of 4 50 inch large screen televisions upstairs and downstairs, and there is a 100 inch projection downstairs to ensure the viewing effect.

During the world cup, we will be open all night. When the whole shop is full, it can accommodate 100 people or fans.

Chen Chen said.

Reporters saw in the store, the layout of the entire shop has a very strong football atmosphere.

On the wall of the door are signs of clubs like Barcelona, inter, AC and Real Madrid, with posters of stars on the walls.

In addition, table tennis, War Within Three Kingdoms and other small games for fans to relax.

Various national team logo small pendants are everywhere, and the fans here are in the football world.

In May 22nd, Chen Chen made a trial run through the European Champions Cup final.

"Super hot!"

Speaking of this, Chen Chen's face was excited. "50 fans from inter came here to make a reservation. Everyone jumped and sang to celebrate the victory of inter rice. At 4 o'clock in the morning, we posed for a group photo. At that moment, we really realized the joy brought by football."

But Chen Chen also has a clear understanding of the difficulties in running. He believes that many fans are not particularly accustomed to paying for the ball.

Moreover, "in the final analysis, our consumers are still relatively small crowds, and are strongly related to important competitions. The key to our life is to live outside of major competitions".

In Chen Chen's vision, in the absence of competition, this shop is still a football club. "We will host some activities that fans like. The theme is not necessarily football."

But the biggest difficulty in doing this is "can we get enough popularity in the early stage to make the store brand and train a group of repeat customers"?

"The world cup is the best opportunity. It has been well managed this month, and the popularity has come up, so we can do it later."

Chen Chen seriously said, "the world cup is the key to my success in this venture."

"The world cup is an opportunity for us to open up the market."

These days exceptionally excited, in addition to those who just catch up with the opening of the world cup business, more are those traditional sports marketers who will be full of brains in every world cup.

In June 5th, Wang Zhenfei, a student at Communication University of China, put on the latest jersey of the German national team at Adidas world store in Sanlitun.

The shop owner took a picture of him, printed it out and gave him a souvenir, which was free.

It is reported that the free wear of the latest World Cup Jersey and free photo souvenir is a very attractive promotional event held by Adidas before the world cup.

As the "fixed" sponsor of the previous World Cup, Adidas is the master of sports marketing. Its sports brand industry is also a traditional industry that uses the world cup to carry out high-intensity marketing.

In June 3rd, reporters at the new world shopping mall in Xizhimen, Beijing, even the brand "ELECTED", which was mainly casual wear, set out a modified version of the "casual" national team uniform before the counter.

The salesperson told reporters: "these clothes are priced at around 200 yuan, and sales have been good these days.

This world cup is an opportunity for us to open up the market.

Not only the clothing industry, the household electrical appliance industry and the catering industry are also the industries with great marketing action during each world cup.

These industries, which have more or less upstream and downstream relations with sports, have never been willing to give up the 4 year marketing opportunity.

In fact, as early as two months ago, Gome, Suning, Jingdong mall and other online home appliance channel manufacturers rushed to launch various "World Cup" thematic promotional activities. Big screen, flat panel, plasma and even 3D have become popular selling points.

When reporters visited Suning Appliance mall in June 8th, they found that many stores including SKYWORTH, Haier, Changhong, TCL, SONY and so on all played the promotional poster of "World Cup" theme. Some flat-panel TVs even played 50 percent off favorable moving conditions.

Li Ning, manager of Beijing Suning color TV sales and marketing department, said: "in the past two weeks, the sales volume of Suning color TV has increased by nearly 200% over the same period last year.

Among them, more than 46 inches of large screen TV sales have increased by 30% over the past, accounting for 80% of the total sales, and this figure was about 50% before.

The reporter has seen a continuous stream of customers coming to dinner in McDonald's shop in Beijing. "The South African World Cup BBQ flavored chicken wings" has become a hot food for everyone to taste.

According to Zhang Xuying, deputy manager of the store, this is a food for the world cup.

In addition, McDonald's also launched the theme of "World Cup Coca-Cola Cup". "In half a month, more than 100 boxes of cups have been sent out, and hundreds of large packages are sold every day."

Zhang Xuying also revealed that after the World Cup starts, McDonald's will also launch a model of the great spirit cup model, and the 24 hour TV will also broadcast the world cup.

"The world cup is the profit point of our campaign".

Watching a ball on a hot summer night, for most fans, can not be separated from one thing, that is, beer.

If Oktoberfest meets the world cup, what kind of business creativity will the organizers inspire?

"The world cup is the theme and profit point of our event.

During the whole activity, customers may feel a very strong atmosphere of the world cup.

Chen Yu, the blue harbor media department, told reporters on the phone.

Chen Yu's activities refer to the 2010 Beijing summer beer festival.

The event is organized by the blue harbour, and this year is the second.

Beer festival began in June 9th, and the whole arrangement coincided with most of the world cup. It also created the biggest difference and best selling point of the Oktoberfest.

"What does the word" summer "," World Cup "and" football match "mean for beer sales? What opportunities can this opportunity generate?

Chen Yu asked the reporter on the phone, "we expect that the minimum passenger traffic will reach 3 million passengers, 2 million 600 thousand last year, and at least 3 times the sales volume last year."

According to Chen Yu, in the central square of the blue harbor, there will be a large screen with a total area of 40 square meters for the broadcast of the match, which will bring the unusual enjoyment to the fans.

The park and various businesses have also adjusted their business in combination with the theme of the world cup, and have made great improvements from store decoration to service content.

Among them, the All Star Sports restaurant is amazing. In the store, 67 TV screens are set up to ensure that customers can watch the game comfortably in every position of the restaurant.

The operating hours of the blue harbour will also be adjusted during the competition. The Central Plaza's business hours extend to half past ten pm, and some of the bars are open until three or four a.m. to meet the schedule of some matches during the world cup.

And this year's beer brand jumped from 30 last year to 105, and imported Czech, Germany and Belgium.

Among them, the 48 kinds of beer, including the Duke of Belgium, the German imperial pulp, organic wheat beer, were first introduced to Beijing.

In addition, the organizers also launched 26 alcoholic drinks with low alcohol and high sweetness for women.

In addition to Beijing's wine merchants, this year also attracted Tianjin's wine merchants, and introduced more than 20 characteristics of beer.

The blue harbor is located between Beijing CBD, Yansha business circle and embassy area. "30% of the customers are expatriates".

Therefore, many shops are preparing for the world cup gold sales period, and even recruiting 300 part-time students at the high price of foreign universities.

"We are ready, and all the shops are ready to compete with the fans to wait for the start of the world cup."

Chen Yu said.

"The world cup is our stage to enhance global visibility."

In the history of sports marketing, it is not uncommon to make a name for itself with the help of a sporting event. Korean modern car is an example of prying the European market by sponsoring the 2002 World Cup.

In early February this year, a press conference in Beijing made the media remember the name of the business: Yingli.

The main content of this press conference can be summed up in one sentence: Yingli became the first renewable energy company to sponsor the world cup.

This is also the first time that Chinese enterprises have become the official sponsor of the world cup.

In the mail sent to reporters by Yingli group's propaganda department, the new LOGO, which combines Yingli group LOGO with the South Africa World Cup logo, is attached.

Since February, the new LOGO has appeared on the new business card of Yingli group.

According to reporters, the headquarters of the company in Baoding, Hebei before the main business focus on the European market, and in the country, its name is not known for the public outside the industry.

But in fact Yingli group is currently the second and third photovoltaic product manufacturer in the world.

In the process of opening the European market, Yingli has successively played in the German World Cup and the Spanish League, and has achieved good results.

According to media analysis, successful marketing in sports events is one of the reasons for Yingli's "big gamble" World Cup.

"The world cup is an important step in improving global visibility."

Wang Zhixin, a staff member of Yingli group's propaganda department, told reporters on the phone.

Yingli group's Propaganda Department wrote in reply to reporters' mail: "our market is all over the world. We also hope to further expand our market by sponsoring the world cup.

The choice of the world cup is due to its global influence and unparalleled commercial potential.

In this hot summer, the world cup in South Africa brings us not only the wonderful games, but also the business opportunities around us.

In the era of globalization, the events of distant south Africa indirectly affect our lives. Whether you care about football or not, the world cup has come to you.

The race is open. Are you ready?