Driving 76 Million Yuan To Start World Cup Marketing

The World Cup teams are in full swing.

"Continuous efforts to promote world cup marketing will help promote the leap of brand".

The brand value of the strong men's clothing climbed from 1 billion 31 million yuan in 2004 to 12 billion 739 million yuan in 2009, and the share of jacket sales accounted for nearly 10% of the national market, which were largely due to the spread of the brand.

The strong tyrant men's clothing originates in Jinjiang, Fujian. In the place where many clothing and footwear brands gather, to break through, enterprises are basically embarking on the road of brand operation.

In 2002, the men's clothing for the first time participated in the world cup marketing. In those days, it invested 10 million advertising fees in CCTV.

"At that time, the real power was in its infancy, and it was urgent to push the brand of the brand to the public through a sensational marketing strategy," continued the company. "So the advertising and advertising slogans of the year demanded impact, and at that time, the world cup of Korea and Japan was held in our Asia."

Through the year's World Cup marketing tour, the brand of the brand is known by the public.

"We have the complex of the world cup. The marketing of the world cup must be continuous. If we do it for many years, we will have to do it all the time, so that there will be a continuous effect of superposition. If we just shoot a gun and change a place, it will be meaningless," continued Jin.

As a result, in 2006 the German World Cup, the number of sales increased several times to 38 million yuan.

After a serious comparison, he finally identified CCTV's "shooter list" program.

At that time, the advertising word was "strong man's men's clothing, leading the Chinese jacket to the world", expressing the vision of the enterprise. During the month of the race, every brilliant goal was accompanied by the advertisement of the powerful tyrant, and the brand began to win popularity among the people.

Jin Ba always spares no effort in sports marketing. In 2008 Beijing Olympic Games, Jin Ba invested nearly 100 million yuan in marketing expenses in the 16 day's race.

The consumer of the power monopoly is located in the man who starts the business, pursuing victory and success, representing strength.

Lian Jin said that this is also in line with sports spirit. Therefore, as a Menswear brand, Jin Ba has been insisting on sports marketing for many years.

This year, through the fierce competition, RIBA has won the five prime time advertising broadcast rights of the cctv world cup, including the pre competition, the competition and the extra time. The cost has risen to 76 million yuan, and the investment amount is the highest among the domestic garment enterprises.

This year is the 30th anniversary of Jin BA's men's clothing. It is hoped that with the "strong men's dress and the jacket for 30 years", we will emphasize the leading version design of the strong fighter, highlighting the better version and making the jacket more brand oriented.

"In the next World Cup, the marketing input of Jin Ba will be more than 100 million yuan," Lian Jin said.

In his view, the brand value and market return of huge investment can not be measured by numbers.

"The cost budget of advertising is sometimes the place of opportunity. If you pass the village, you will not have this shop. You can not be too orderly and depend on the opportunities that you can bring after the investment." therefore, Lian Jin will always seize all the marketing opportunities favorable to the powerful boss.

Expanding the right to speak in industry

The concept of "leading the Chinese jacket to the world" is continuing. It is not only the sales leader of the market, but also the right to speak in the industry.

With the "national garment Standardization Technical Committee jacket working group" and "China jacket color R & D base" both strong competitors, plus the state-level "jacket laboratory" and the planned "jacket University", the strong fighter is infiltrating into all aspects of the industry, and is trying to expand its influence in the industry.

"We are also very willing to invest in R & D, and are bold in the application of new fabrics. We hope to create a more fashionable image." Lian Jin said that by using the jacket laboratory, we constantly test and research and avoid the risks that new fabrics may bring.

At the same time, there are a R & D team in Shanghai, Guangzhou and Fujian. There are also specialized buyers to collect fashion trends in the international market.

The Chinese jacket's color research and development base, which is working with China Fashion Color Association, will help to bring the trend of color to the world. It will help the whole garment industry to better integrate with the international market after opening the door, and even lead the international trend of color.

"When the colors of Chinese enterprises become popular colors, they actually convert the invisible color into actual productive forces," says Lian Jin.

Apart from actively intervening in the industry, the strong power is gradually improving in its national layout.

It is reported that there are more than 3000 franchised stores in the whole country, which are joined and represented in the early days, and now part of them are direct battalions. The main outlets are located in the Southern China area, and gradually cover Hubei, Central Plains and East China.

Lian Jin said that now mainly developed cities, and gradually extended to the capital cities and developed county-level cities, forming an olive type layout, in the first tier cities are also from the suburbs are infiltrating into the urban areas.

At present, Beijing's monopoly stores in Shanghai and other tier cities are being built.

Another source said that in order to have more long-term development, the company is preparing to go public.

However, Lian Jin only disclosed to NetEase finance that he hopes to be listed in China, but there is no specific timetable yet.