Quanzhou Shoes Enter The Spanish League Arena

Expert analysis, with the help of NBA The influence of brand promotion in the domestic market has been popular for several years in Quanzhou footwear industry. Some sports brands began to seek international sports resources beyond NBA, such as PEAK and Hongxing Erke, which have already begun to involve sponsorship in football field. "Joining the Spanish Villarreal club this time means that the Quanzhou shoe industry has taken a look at the influence of the Spanish football team outside the NBA." Experts say.

Fernando Roger, chairman of the Villarreal club, attached great importance to the signing of the Chinese brand. For this reason, he personally led several club officials and 5 players to China. "Our dream is to become the best club in the world, and we hope to move forward with this goal with the Quanzhou sports brand." Rogge said the club is discussing 2-3 performances in China next year and will hold such a competition in China in the next five years.

European stage, domestic market

"It took us less than 2 months to reach contact with the Spanish team." Ding Shuibo, who has always been a low-key XTEP, told reporters. He said that under the gloomy situation of the domestic football environment, its brand has taken another way to develop "football marketing" by using foreign sports resources.

Signing the Spanish team is the second wave of XTEP's resources to open up football matches. As early as last year, XTEP signed a five year sponsorship with Premier League team Bermingham. In the view of XTEP's vice president, ye Qi, his involvement in the football field and the signing of the Premier League and the Spanish Liga team can not only promote the extension of the product line, but also lay an important foundation for the brand international transformation.

Ye Qi said that in the past few years, due to Yao Ming's effect, Chinese fans were concerned about basketball, so many domestic sports brands entered NBA in succession. At this time, if other brands wanted to enter the NBA market again, the competition would be more intense, and the result would be half done. In contrast, football is the world's first sport. Although China's soccer is limited, its domestic fans are huge. There are few domestic brands in the international high-end football matches with large numbers of domestic fans. This is a good opportunity for domestic sports brands. Therefore, in view of the football market, XTEP adopts the strategy of "curve entry". With the help of the five big leagues in Europe, it has the advantage of having a large number of fans in the country, and sponsors the Premier League and the Spanish League to achieve the effect of "fragrant flowers outside the walls". The Spanish League is dominated by technical genres, and the way to play is pleasing to the eye. Last year, Spain won the world cup in South Africa, which is more important than the gold content of the Spanish League.

"Fashion is a regionalized thing. There are differences in aesthetic standards among different nationalities and regions. The language of sports is interlinked throughout the world, and the more popular sport is, the more cosmopolitan. XTEP's success in China is entertainment marketing, but the influence of Chinese acting stars in the world is small, and sports are international. Ye Qi also revealed that in order to increase the pace of internationalization, they will increase their marketing efforts overseas. In addition to adhering to the line of cooperation with the European and American front-line clubs, they will also have further investment plans in overseas marathons, tennis and other fields, while actively developing overseas agents and terminals.

A group of Quanzhou brands launched "football marketing"

XTEP has made a great progress in the Premier League and the Spanish League since last year. Last year, after sponsoring the Premier League team Bermingham, the brand fully helped the team win the first championship in the first 48 years in the Carling Cup final.

Coincidentally, in 2007, the troubled Iraqi football team won the Asian Cup championship in 2007 after receiving the sponsorship from the Chinese football team, and returned the support from Chinese brands. After several years of NBA craze, the top sports resources of international football began to enter the domestic brand line in recent years.

In fact, XTEP is not the first domestic brand to join the Spanish club. Its domestic rival, Lining, signed a sponsorship with the Spanish and Spanish clubs in Malaga last year. This year, the cooperation between Lining and La Liga club has increased the Seville team.

Hongxing Erke has also been actively investing in the Spanish League arena in recent years. However, unlike the sponsorship teams of XTEP and Lining, Hongxing Erke adopts the means of sponsoring the billboards in the competition, hoping to enhance the popularity of Hongxing Erke at home and abroad through the dissemination effect of TV spread on the billboard. Last year, the company wrapped up billboards on both sides of the 9 clubs in the Spanish League, showing the trend of attacking the world's high-end sports events. In addition to the advertising investment in La Liga, Hongxing Erke has made great achievements in sponsoring the Korean national football team in recent years. Last year, its sponsorship of the Korean men's soccer team advanced into the world cup in South Africa.

Joining the league is just the beginning of Hongxing Erke's entry into the football field. Wu Rongzhao, vice president of Hongxing Erke, thinks that besides basketball, Chinese people also like football very much. "The attention of Chinese spectators to football has reached a stage of comparative popularity and fever. Football, as the world's largest sport, should play a decisive role in China. I believe that the future Chinese fans' attention to Chinese football and even the world football will be greatly improved. He said.

Wu Rongzhao revealed that in addition to Spanish Liga, Hongxing Erke and some top European league matches are in talks, including the Bundesliga, Serie A, Premier League and other top European leagues. "Serie A and Bundesliga are our next directions. We also hope that we can do something to contribute to Chinese football from the perspective of our enterprises, including running some potential players in China to play in Europe. Wu Rongzhao said.

In recent years, the football market in the future is also involved in football and PEAK. As early as the Asian Cup in 2007, when other brands looked at Japan, Australia and Korea, PEAK chose the obscure Iraqi team, and put it in a war country, not even a home team. What is even more surprising is that the Iraqi team had cut off many strong teams and finally won the Asian Cup Championship. After the first cooperation sparks, the two sides signed a long-term strategic cooperation agreement in 2008. PEAK has become the partner of the Iraqi Football Association and has become the designated sponsor of the sports team of the Iraqi national football team and the Olympic Organizing Committee of Iraq.

In addition to sponsoring Iraq, PEAK has quietly implemented a series of training plans for young people in the domestic football market. Last year, the company officially launched the youth football program, and sponsored two excellent soccer players to be tested at the Dallas football club. In the same year, PEAK also signed a cooperation agreement with Shanghai Jobon football club to provide important support for the club's sponsorship and so on. Xu Jingnan, chairman of PEAK, said that PEAK's cooperation with Jobon was a young team with an average age of 18. Obviously, PEAK's strategy for the domestic football market is to hope for small investment in planting big trees. In addition, PEAK has a sponsorship contract with Liaoning Hongyun team.

PEAK CEO Xu Zhihua said that the sponsorship of the Iraqi national team, on the one hand, is based on the international brand strategy, while domestic football pays more attention to the cultivation of the future market. PEAK is optimistic about the future of Chinese football, but it is not impatient. "As a professional sports brand in China, PEAK has the responsibility and obligation to give full play to the brand's advantages in professional sports, to build a platform for communication, learning and upgrading for young people, especially for the reserve force of Chinese football, and rekindle hope and contribute to China's football industry." He said.

There are some lucky giants who like to come to China.

There are people in the industry who believe that although the level of football in China is limited, the advertising value of the Super League has not been valued by domestic enterprises in recent years, and the enterprises in Quanzhou are far away from it. However, it is undeniable that football is very influential in China. Just like NBA has more market than CBA, Chinese football fans mainly focus on the five major European leagues and the European Champions Cup.

In terms of the value of the five major leagues, the Premier League and the Spanish league are taking the lead in the league as the Premier League. The Liga, representing the gorgeous style and smooth play, is undoubtedly the leader of the five major leagues. Apart from Real Madrid and Barcelona, teams such as Villarreal, Valencia, Atletico Madrid and Seville also have certain influence in China. Therefore, the investment in the Spanish League in the Premier League, Serie A and the domestic brand obviously has its foresight. The industry believes that with the deepening of XTEP, Hongxing Erke, Lining and other domestic brands to the Spanish League, the domestic sports brand investment in the five major league matches will become a new trend. As the top three teams in the five major league matches, the Premier League, Spanish League and Serie A will also welcome more Chinese brands. European football giants are also interested in participating in China's activities.

Back in the past, clothing brands were first involved.

In fact, in the past, the local brands first launched the sports marketing by the Spanish team. As early as 2003 and 2005, the seven wolves had sponsored two times the activities of Chinese Real Madrid in Real Madrid, becoming the only designated clothing sponsor of the club's activities in China. That year, Real Madrid was the premier Galaxy Galaxy in international football. Beckham, Figo, Zidane, Ronaldo, Raul, Carlos and other superstars gathered. Wherever they went, they attracted countless fans' eyeballs. Undoubtedly, they provided a good opportunity for the seven wolves' brand marketing.

Experts believe that the highest level of international marketing is actually localization, that is, integrating local culture and becoming a local brand. The alliance between the seven wolves and Real Madrid should be said that the former entered the stage of internationalization with the help of sports marketing, and the latter achieved the localization of the brand through the marriage with Chinese enterprises. It can be said that the cooperation between the two has made them even more step in the road of Globalization. In those days, the activities of the Chinese bank in Real Madrid concentrated the attention of the masses in one place at the shortest time, and the popularity of television and the progress of communication technology, breaking the limitation of the time and space of the competition, thus greatly enhancing the influence of the competition on the society.

It can be said that the success of the Real Madrid trip in China has played an important role in promoting the European football giants, such as Barcelona, Manchester United, international Milan, AC Milan and Arsenal. This summer, international Milan and AC Milan's Italy Cup final in Beijing, as well as European giants such as Arsenal, Manchester United and Real Madrid came to China not only to show that they are valued by Chinese enterprises, but also that these giants need support from the Chinese market. In fact, in recent years, NBA stars and European football giants are increasingly keen to participate in summer activities in China, which is inextricably linked to the strong support of China's huge fan market and Chinese brands.