Clothing "Marriage" Sports &Nbsp; Explore Fashion Marketing New Mode

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Zhu Xiaoming, executive director of Beijing Tai Du sports marketing company, told the author that sports marketing, as a market strategy, relies on the natural social effects and the mass foundation of sports resources, so as to achieve the leap of brand awareness and influence.

Therefore, under the temptation of the Chinese sports industry market, a number of brand enterprises in the domestic garment industry begin to rely on sports marketing to increase the gold content of the existing corporate brand and product brand.

However, compared to sports brands, the share of formal clothing in the market is still very small.

Formal dress refers to formal clothing suitable for serious occasions, such as suits and tunic suits.

In western countries, formal suits mainly refer to suits and tuxedo dresses, and in China, they are mainly Western-style clothes, trousers and shirts.

The marriage between formal clothing and sports marketing is favored by the industry, mainly because the two have a high degree of agreement.

At present, the clothing consumption group is dominated by more rational consumption men. Its consumption shows obvious rationalization characteristics, and pays more attention to the added value and intrinsic quality of clothing.

And the main sporting events representing passion and progress are male groups.

High quality sports events will enhance the spirit of the product for formal occasions, and bring social identity and identity status to the wearers.

"It is precisely because of a high degree of agreement between formal clothing and sports events. Our Western-style clothes will sponsor a series of sports and sports events.

Such as sponsoring the eleven national games and becoming a strategic partner, naming the eleven sports meet tennis tournament, signing the Chinese Chess Academy, etc.

Wu Lianying, deputy general manager of Beijing company of Chinese Western-style clothes, said in an interview with the author that the Chinese people's suits have explored the new marketing mode of the formal "marriage" sports events through these sponsorship sports events, and realized the new concept of creating high-end social etiquette dress and exploring the way of future development of China's men's wear market.

Xiang Huaicheng, the former Minister of Finance and chairman of the China Bridge Association, attended the signing ceremony of the China Chess Association and the Chinese people's western style clothing association, told the author: sponsorship of sports events by clothing brands is actually a win-win process, which not only contributes to the national sports cause, but also promotes the popularity and reputation of the sponsorship clothing. It is worth promoting and promoting.

Cold sports become a new channel of positive force

"At present, Chinese enterprises are inclined to do big sports marketing, such as Olympic Games, National Games, football, basketball and other big competitions and high attention projects, not a desirable behavior."

Zhu Xiaoming said that enterprises can take the initiative to find out some sports and small and medium-sized events that are not yet mature but have great potential for development.

Go, sailing and other sports events are gradually recognized by domestic enterprises.

The so-called "no bad projects and events, only enterprises and strategies that will not be developed".

Chess is a representative of China's long culture.

China Chess Academy is a state-level training base and venue in China.

The industry said that the Chinese people's suits and Chinese chess association signed partners, becoming a relatively unpopular sports project to explore a successful market.

"The Chinese people's suit is based on the same principle of Chinese culture. This contract signed a strategic partnership between the two sides.

Chinese suits will also become the only official ceremonial costumes for Chinese chess courts.

China's excellent chess players wear their 'national' robes to go out of the country, so that Chinese Western-style clothes can be better communicated with Chinese chess players in international competitions, creating brand images and achieving win-win results for both sides.

Wu Lian Ying told this newspaper author that chess games are different from general sports. Players dressed in formal clothes show gentlemanly demeanour, and the competition is more wisdom contest.

Chang Hao, the world champion of weiqi, said in a media interview at the signing ceremony of the Chinese suit and the Chinese chess court that weiqi, as a relatively special sport, needs the support of the enterprise, so that we can create better results in the future international competitions, and promote the chess game in the country to enrich the life of the Chinese people.

Wu Lianying said that the overall pattern of China's men's wear market can be divided into walking grassy routes, business and leisure in the popular market; following fashion, casual casual, European and American style, leisure suits for the Chinese consumers of young ethnic groups, and the business dress that Chinese men need to work hard for "8 hours".

However, at present, the brand positioning is generally low, and the brand influence is limited.

According to the insiders, the positive clothing market can be promoted by the relatively unpopular sports events such as chess.