World Cup Clothing Brand Promotion Hot War: Wooden Ruler Is Short, Energy Thousand Zhang.

There is no limit to the opportunity to borrow the ball to make the market. In this world war of clothing brands, we must seize the opportunity to seize the opportunity, plus good brand building, and constantly improve our quality, so that we can get a share in this unlimited market.

During the world cup, there are many attractions. Among the players' clothes, the famous brands are fighting hard to make famous brands fight. Clothing enterprises use the "World Cup war" not only to rapidly increase sales, but also to shape their brand status.

　　 Big international card Children in cities are not afraid of officials.

In this world cup, there are 32 teams, and only 6 of the sponsors have been sponsored. It is a bit unthinkable. Where are the big names? Among them, three sports brands Nike, Adidas and Puma have sponsored 28 teams. Adidas sponsored 12, Nike plus its UMBRO, Brooks and Homer each 1, also reached 12. Among the other 8, Puma 7, Italy's Legea 1 (DPRK). Both teams sponsor 1/3's team respectively. Adidas has been a sponsor of the World Cup since 1970.

The battle between Nike and Adidas, the "two males", has not ceased. The Olympic Games and the world cup, as long as the major sporting events in the world, have their competition. In the final, Spain and Holland competed for the championship, Spain wore Adidas sportswear, and Holland wore Nike sportswear. This is also a narrow encounter between Nike and Adidas. Finally, the Spanish team, sponsored by Adidas, won the trophy and put on Adidas's winning shirt. ADI won the match with Spain.

according to Adidas The chairman and chief executive, Hb Haina, said: "the world cup in South Africa is an important opportunity and platform for us, and our sales of football products will reach a record level." And data show that in South Africa World Cup During the warm-up period, as an official sponsor, Adidas's first quarter sales of soccer products increased by 26%, of which more than 6 million 500 thousand copies were sold.

Of course, Nike did not lose. Nike spared no expense in investing millions, and launched a marketing war: highlighting many soccer stars, installing huge screens on the largest buildings in Johannesburg, South Africa, and building a center in Soweto, a poor small town in Johannesburg, where a facility is used for soccer training as well as AIDS testing. It is reported that in the three months before the opening of the world cup, Nike's sales of football related products increased by 39%. Mark Pike, chief executive of Nike, said: "this is the largest and most successful World Cup in our history."

The teams that sponsor the world cup are not aware of their profits and brand building. So famous brands want to take advantage of this great opportunity to show off.

At the same time, whether China's sports brand is happy or rethinking? From the South Africa world cup preliminaries, the Korean sports team sponsored by China sports brand Hongxing Erke brings hope to the Chinese sports brand to the world. At that time, the commemorative moment that the "Chinese sports brand first appeared on the world cup" will appear in the 2010 ad. But this time, the Korean team made Chinese sports brand happy for three years, and finally they wore Italy brand Legea clothing.

The reason why Hongxing Erke missed the world cup is still unknown. But from this failure, Chinese clothing enterprises have to reflect on why we can not compete with the world's big names.

Chinese famous brand: children in the mountain are not afraid of wolves.

The clothing brand of our country does not have the world cup. In order to expand the brand, the influence across the country has become the protagonist of the CCTV tournament advertising sponsorship during the world cup. The advertising time provided by CCTV this year is much less than that of the previous one, especially when the advertising hours before, during and after the Games will be strictly controlled. For fans, this is good news. Watching World Cup matches does not take too long to advertise, but for enterprises, it means that the competition of advertising resources will be more intense.

In this advertising sponsor, the most important concern should be the men's clothing. Since 2002, the three world cup has never been absent. In the world cup of South Africa, the power fighter successfully won five advantages, and became the biggest winner of the World Cup advertising resources.

The broadcast time of cctv world cup is divided into three periods: pre competition, middle and extra time. According to the relevant industry sources, the men's clothing of Jin Ba took 76 million yuan to win a pre competition advertisement, two advertisements and two extra time advertisements. The total number of advertisements was five fifteen seconds, which was the largest among all the successful companies in CCTV.

In addition, the nine Mu Wang invested about 30 million yuan to win a pre match advertisement and an extra time advertisement. XTEP and red bean each took an advertisement in the competition.

The advertising price of the cctv world cup is extremely expensive. In this way, the average number of advertisements is 20 thousand yuan per second. But there are still many companies willing to pay for this, so we can see that revenue is also "good". Lian Ju, vice president of jmba's men's wear, said: "JP has always chosen to put high-end events as an evolutionary node of the brand. Beginning in 2002, during the world cup, the advertisement of "power fighter" conveyed the heroic words "dare to compete with the whole world". In 2006, after being carefully compared, the final confirmation of CCTV's "shooter list" program, a "leading Chinese jacket to the world", firmly established the brand status. It can be said that before all of the world cup's communication activities, it is a sublimation and enhancement of the brand.

Fujian is a place where clothing and footwear brands gather. "Fujian enterprises clothing corps" has always favored sports marketing. CCTV has its unique advantages, so it has become the choice of businessmen. From the 2002 World Cup in Japan and South Korea, cctv world cup program is no shortage of Fujian enterprises. In addition to those mentioned above, the seven wolves also invested tens of millions of yuan in the name of "super team" and other columns in 2002, and chose "World Cup news set" and other advertising projects. At the same time, the new faces of Fujian's Sida, Sydney clothing, shoes and footwear, and other new faces also seize the opportunity to appear in CCTV during the world cup.

The power tyrant men's clothing cost 76 million yuan, nine Mu Wang invested about 30 million yuan, del Hui spent 20 million yuan...... According to preliminary estimates, this year's World Cup, Fujian enterprises in the CCTV advertising investment will exceed 100 million yuan.

Promotion of hot war: wooden ruler is short, and energy is thousands of feet.

The world cup in South Africa really set off a marketing war for garment enterprises. Clothing companies that neither can be sponsors nor can invest in CCTV advertising, and want to win as much as possible in the hot clothing market this summer. For many garment enterprises, it is no doubt a more feasible way to find more clever marketing methods to tie the world cup with Shangguan, so there is also a fierce marketing campaign.

When you wait for a bus stop at the bus stop, you suddenly notice the "Cool World Cup" shared by the XX on the bus electronic screen. When you are shopping, the door of the clothing store is still "sharing the cool world cup with you"; the music on the city square is beating around the crowd, and when you squeeze through it, it is still the sales promotion spot of a clothing "sharing the cool world cup with you". In short, the "sharing cold world cup with you" promotional information is everywhere.

Looking back at the 2006 World Cup, Metersbonwe, with no authorization from FIFA, cleverly played a "edge ball" and launched a commemorative garment with the theme of "I love the World Cup", which was loved by many fans and sales soared. The sales volume reached 4 billion yuan in that year. Perhaps inspired by this, many brand clothing manufacturers at home and abroad have launched the "World Cup element" clothing on the market, and the response is good.

Not only sports brands, many brands have launched the "World Cup elements" of clothing. Like Paul Smith and Pull and Bear, all the men's T-shirts have been released; Lian Crawford has launched all kinds of national socks; ZARA has also introduced the latest men's T-shirt in the world cup, including the T-shirt series of David Bowie; Umbro has even played the idea of the wife's group, and invited a member of the World Cup team to shoot a wife or girlfriend. The sexy and fashionable display will definitely let the female fans pay the bill.

Some companies even played the edge ball. Mts. Bang Wei cleverly designed a series of T-shirts with red and white colors, including 8 and sky blue, with 10 and so on. Every football fan knows that it is a fan shirt of Gerrard and Argentina team of England, while the main bird is playing the football culture on the World Cup series. In addition to the footage of football, it also plays the role of the colors of the popular team's flag in this summer's expensive bird's T-shirt. This is the best way to play the role of soccer fans in the world cup. This is a series of T-shirts for the fans of the world cup. The most important part of the world is the football fans of the World Cup series. The most important part of the world's clothing is the World Cup series. The most important part of the world's clothing is the World Cup series. In addition to the footage of football, it is also a combination of the colors of the popular team's flag. This is the main theme of the world cup. This clever marketing plan, though without the official LOGO of the world cup in South Africa, has no authorization from FIFA, but has achieved the effect of World Cup marketing, and has created and upgraded its brand status.