Shoe Enterprises, Brand Alliances, And Sports To Speed Up Development

At the beginning of the end. The thirteenth China (Jinjiang) International Footwear Expo On the one hand, many shoe companies from home and abroad compete to participate in the exhibition. They use their own unique ways to present different products and technologies to buyers and exhibitors. And throughout the footwear industry, the biggest highlight is in the display area of finished shoes. Anta XTEP, field, 361 degrees and other domestic first and second lines brand A number of pavilions have been set up to attract thousands of visitors. Through observation and understanding, we can find that most of these brand shoe companies participating in this shoe Fair have chosen the way to form an alliance with sports.

As one of the leading sports brands in China, Anta takes basketball as the theme. The exhibition area is inspired by the players' locker room, and the "Pyramid" framework is built with NBA, CBA and CUBA basketball resources. It also has a small indoor basketball court, which strengthens the interaction on the spot, highlights the image of "professional basketball" and shows its unique basketball resources. The 361 degree shows a series of customized equipment for the Shenzhen 2011 World University Games, including 7 Universiade Chinese national collegiate athletic team competition equipment, 16 national delegations' award and equipment, torchbearer equipment and volunteer equipment. The layout of the pavilion is shocking. There are also excellent performance of the XTEP brand, with "love running, love XTEP" as the advocacy, the whole pavilion is arranged into a road runway, echoing the marathon race, showing the product positioning of the brand.

Nowadays, many brand shoe enterprises all join hands in sports marketing, especially some sports shoes brand. By choosing sports activities similar to product characteristics, whether sponsorship, equipment or other forms of support can be used as a carrier to better achieve brand promotion and establish corporate image. To a certain extent, sports activities create a wider publicity platform than single traditional media, with a large audience and easy to expand the popularity of the brand. At the same time, targeted joint with sports events can make the market positioning of brand products more clear and form binding memory. Moreover, in some major sports activities, countless audiences and media will participate. The emergence of branding slogans, advertisements and banners will be matched with the continuous broadcasting of TV and newspapers, so that the marketing and marketing of enterprises will achieve twice the result with half the effort. In addition, sports marketing is the most important feature of public welfare. Sports is a common cause of human beings. Through the combination of sports activities, it reflects the integration of sports culture and corporate culture, so that the brand and the market crowd establish a special emotion to form long-term preferences. When playing propaganda, it also lays a solid mass foundation for improving the market share of brand products.

With the constant upgrading and upgrading of marketing practices in the industry, sports marketing is no longer a new gadget, but for sports and leisure footwear products, it is one of the most effective and sustainable marketing methods. In this competition for sports resources, it can be described as vigorous, large to international sports events, small local sports activities, these occasions are indispensable to the shadow of brand sponsorship. It is true that shoe companies join in sports events to brand marketing, which is a good idea for both fame and wealth. But before they covet sports marketing to bring huge benefits, they should do enough preparation and meticulous detail in order to maximize the effectiveness of sports marketing, so that the market can remember the brand and follow the brand.

First of all, shoe companies must define the brand's market positioning and marketing objectives. This is not only the most important part of promotion, but also the first step for the brand to base itself on the market. Through proper analysis of brand market orientation, target customers, development strategies, and economic capabilities of enterprises, we will choose the right sports resources so that we can launch a series of marketing activities targeted. In particular, the shoe enterprises that cooperate with sports events should conduct all-round assessment from the mass basis, the impact scope and the economic benefits of the event. At the same time, we should also understand the value status, social appeal and the degree of attention to the mainstream media.

Secondly, sports marketing virtually creates many opportunities for the brand to be disseminating. Footwear companies use sponsorship sports events, sports teams, sports stars or related cooperative media to increase the exposure rate of brands through news, television and network media, thereby gaining joint interests. Of course, shoe companies should adopt different promotional activities in combination with their own channels to ensure close integration of brands and events, promote a deeper contact and understanding of brands in the target market, and extend the touch rate of sports marketing to the terminal of products.

Sports marketing is not a one-off marketing. Shoe companies only choose tailored strategies according to their own circumstances, choose matches and lines of communication that match their brand positioning, integrate resources effectively, infiltrate the positioning, culture and spirit of enterprises and brand products into sports, so as to create an implicit but firm emotional connection between the brand and the consumers' groups through the charm, influence and high degree of concern of sports, so as to give full play to the advantages of sports marketing and achieve substantial returns from the advantages of sports marketing.