Marketing War Of Quanzhou Shoes Enterprises In World Cup

The world cup once every four years has attracted hundreds of millions of fans. 32 strong football teams will start 64 matches in a month's time, which has become the "focus" of many Quanzhou enterprises.

?　 "Eyeball economy" brings attraction

A few days ago, CCTV 2010 South Africa World Cup Program advertising resource description meeting attracted many Quanzhou enterprises to participate. In addition to sponsoring the participating teams, some Quanzhou enterprises have also chosen to avoid confrontation, from the regional, terminal to do the article. All round marketing strategy is more favored by enterprises, such as public relations around the periphery of the world cup, promotion and other activities. ???

From Anta's "playing the World Cup" to Tebu's "African cry", all brands try to arouse consumers' resonance and concern through their natural connection with the world cup. The introduction of the commemorative edition of the world cup shoes, Jinjiang's Xi climbing shoes industry has won many orders from home and abroad.

"The competition for scarce sports event resources is actually the competition for the audience's vision." Industry insiders believe that in the "eye economy" era, who can maximize the attention of users or consumers, who can get the greatest business interests.

??　 Match resources with brand

"Sports marketing is one of the marketing means of enterprises. It can attract the attention of the audience to a great extent by advertising during the event, but the selection of sports event resources should also be targeted." Professor Zeng Lu, from the school of Business Administration of Huaqiao University, said in an interview with reporters, "Quanzhou enterprises have been implementing the strategy of advertising first for a long time, expanding their market share by improving their popularity. However, advertising is always only a way of brand strategy. Enterprises should pay attention to the application of all-round and three-dimensional brand strategy in the future. The huge investment in advertising should consider the impact on enterprise resource allocation. "

In fact, there are not a few Quanzhou enterprises holding this view. According to jiumuwang, the world cup is a single football sport, which is different from the positioning of its own products. Both Anta and peak officials said the World Cup would not be the first choice for them to increase investment.

"Sports marketing must consider the radiation range of enterprise brand, and do not blindly pursue top competitions. The competition should be selected from its own brand characteristics. Enterprises should choose match resources with their own brand image, especially those focusing on market segmentation and professional sports One sports marketing expert said.

Sports marketing is a long-term behavior

"Enterprises should not regard sports marketing as merely a means of advertising and promotion, it should be a continuous marketing." Anta related person in charge said that after obtaining sports event resources, enterprises should continue to improve the product quality, strengthen the brand image of the enterprise, and truly achieve "true to the name".

Nike's marketing experience for many years also shows that the one-off business behavior seems to be very lively, but it will not have long-term effect. Sports marketing should take the combination of sports and scientific products and the development of sports as an effective consideration, and the commercial effect will naturally occur. In addition, sports marketing needs to be effectively combined with other resources. Industry insiders believe that only by focusing on the integrity and sustainability, can we avoid sports marketing into "losing money and making a shout". ???

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