Home >

2010 World Cup South Africa Smoky Brand Competition

2010/7/14 10:23:00 47

??? 日本語 Fran?ais English 中文

The 2010 World Cup in South Africa reached the climax. With the increasing popularity of Chinese fans, advertisements of some domestic clothing brands appearing in the CCTV World Cup broadcast have also become a topic of concern.

It is revealed that

K-boxing

For this reason, the advertising fee of 76 million yuan was paid. The king of nine Mu invested about 30 million yuan, and the average advertising time of the race was about 20 thousand yuan per second. Did their sales go up with the broadcast of advertisements?

domestic

Clothing enterprise

In CCTV, money has become a trend.

According to the relevant data, in 2009, the domestic apparel enterprises in the CCTV advertising volume has ranked second in major industries, second only to the daily chemical industry.

The annual cost of wedding birds is 10 million yuan.

And the CCTV World Cup advertising time is divided into three periods: pre competition, competition and overtime, and the relevant person in charge of men's clothing has told the media that they have taken a pre competition advertisement, two games advertisements and two extra time advertisements. In terms of quantity, 5 15 second event advertisements are the largest among all the successful companies in CCTV.

XTEP and red bean each took an advertisement in the competition, and the king took a pre competition advertisement and an extra time advertisement.

How does a big price bet on advertising

Profit

There is a saying in the industry: if a brand needs to enhance its popularity worldwide, its advertising cost will exceed US $20 million per 1 percentage point increase, but if it is co sponsored or sponsored by a sporting event, it will achieve 3 to 5 times the normal situation.

Did the sales of domestic clothing brands, which were heavily invested in CCTV, also rise with the commercials in Guangzhou? Recently, reporters visited several shopping malls in Guangzhou.

It is understood that in Tianhe City department store, the sales volume of the nine Mu Wang brand doubled, compared with the same period last year, but the ring ratio increased only slightly. In the new Daxin department store, the sales of the brand from June to the present year increased by 80%; in Xinguang department store, nine Mu Wang had made the first sale of men's clothing, and the average monthly sales increased 25% year-on-year.

"However, this brand of Guangzhou people is not particularly sought after. Sales in the Guangzhou market were quite common before, and the ring data did not see a significant increase in the world cup."

Clothing industry analysis.

And some department stores said that the clothing brands currently invested heavily in the cctv world cup are mainly in the mid-range level in the domestic clothing market, and some brands such as "Jin Ba" and "red bean" have not even entered the famous department stores in Guangzhou.

"This time they invested a lot of money, mainly hoping to enhance the brand reputation, Limited sales volume."

A senior clothing manager of a large department store told reporters.

On the Internet, many netizens are disgusted with the advertisement of some domestic clothing brands in the world cup.

In this regard, experts pointed out that in the extreme prosperity of the market, clothing is the most typical category of "experience economy", and only when consumers truly experience the quality of products will they achieve the ultimate purchase.

Spending money on "attention" is likely to backfire.