South Fujian Clothing Enterprise Curve Launching "World Cup" Marketing War

At the same time, there are some tens of millions of dollars in CCTV's "burn money" to jointly run live columns, and some specially invite stars to build soccer MV. This is no exception to the South Fujian clothing brand, which is always like international sporting events. They are launching the "World Cup" marketing war through the media such as CCTV.

Why is "curve launching"? "Local sports brands are mainly domestic sales, and the direct consumption of large sums of money to South Africa is not worth the fact. The key is to see domestic marketing." Anta's relevant person in charge said. This is just like a football match. If there is any difficulty in attacking the inside line, try to shoot the big foot on the outside line.

Spend huge sums of money with live column cooperation

"The marketing plan for the world cup is kept confidential for a while." Some time ago, PEAK general manager Xu Zhihua said mysteriously. But I can tell you that in the CCTV live broadcast column, there will still be a large number of frequent occurrence of Fujian enterprises.

For them, they have spent more than ten million dollars in the CCTV during the world cup. It is understood that PEAK's "Jinjiang villager" del Hui has spent about 20000000 of last year competing for CCTV gold resources, becoming the first Minnan sports brand to announce its entry into World Cup marketing. During the Beijing Olympic Games, XTEP, who had spent 200 million yuan on Olympic marketing, made clear that it would make full use of the identity of the "5 live sports programs of CCTV".

A number of sports apparel brands in Fujian say they will increase the density of advertising on CCTV during the world cup, but whether they will spend huge sums of money in naming them, they are still negotiating with CCTV for the final time.

"Burning money" is not confined to sports brands. Some of the Minnan clothing brands have also prepared huge sums of money to participate in the world cup. The head of a Menswear brand, who has moved to Xiamen, said that it had decided to engage in some interactive activities with CCTV, which costs no less than ten million yuan. "I guess there are not many fans who really watch the world cup in South Africa. Most fans are concerned by CCTV and other live broadcast columns. Therefore, cooperation with CCTV and other media is the first choice." The men's clothing brand responsible person analysis, only CCTV may get gold from these brands hundreds of millions of dollars.

Fujian enterprises engage in football marketing tactics

In addition to "burning money" in CCTV, the reporter noted that more brands seem to be very attentive in marketing tactics. "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 is absent from the world cup and the world cup is far away from South Africa, so it is unrealistic to directly participate in the sponsorship of the world cup." Yuan Wei believes that the key is to focus on domestic fans and sports fans.