What Is The Trend Of "Marriage" Between Fashion And Sports Products?

In the eyes of consumers,

From the Beijing Olympic Games to the Guangzhou Asian Games,

Distinguished guest

CCTV fifth channel magazine senior

Liu Wendi, director of sports media group

Finidi, fashion designer of Hua Ding Group, Finidi Fashion Co., Ltd.

Question: why do fashion brands and fashion brands prefer famous athletes to endorsements?

Liu Wendi's point of view: the exposure of famous athletes is high.

Zhang Chuqiao's point of view: the spirit of sports and the spirit of the enterprise have a common point.

Liu Wendi: at present, there are more and more competitions, and the exposure rate of athletes is increasing.

Zhang Chuqiao: now most actors are playing other people, but athletes are doing themselves.

Fashion is more inclined to self interpretation of the state of life.

In the field of competitive sports, the champion is easy to be pursued by the media.

They have a lofty status in sports, and appear more frequently in media and fashion occasions than many entertainment stars and models.

Question: in the past major sports events in China, most of the athletes wore international sports brand clothes. In recent two years, more local sports brands began to compete with these big players in the domestic sports events. Such as Lining's sponsorship of the Beijing Olympic Games and the 31st degree sponsorship of the Shenzhen Universiade, what kind of profits do sports marketing bring to local enterprises?

Zhang Chuqiao's view: local brands want consumers to think of them.

Luo Shuya's point of view: there are more ways to combine brand and sport.

Zhang Chuqiao: I am very familiar with the marketing concepts of some sports brands. They sponsor the Universiade and other international competitions, hoping to achieve a brand demand of "going abroad".

When the world's eyes are focused on such a high-end event, the domestic brand has taken a successful step towards the world.

At the same time, the biggest clothing market is China.

At the time of the Beijing Olympic Games, Anta, XTEP, 31st degree and Lining all advertise in CCTV5. All potential target consumers in China will see these brands.

They take it for granted that they belong to the same brand as Nike and Adidas, which greatly enhances the influence of local sports brands.

In addition, although the quality and design of Chinese sports brands have reached a high level, brand building still has a certain gap compared with many well-known international brands, so sponsoring sports events will undoubtedly help them to make up for this deficiency.

Luo Shu Ya: now many garment enterprises are very concerned about sports events. This is mainly manifested in sports marketing cards to expand the influence of enterprises and brand influence through sports events.

Sports and fashion belong to two fields, but once combined, they become powerful marketing tools.

In addition to sponsoring sports events, many brands are aware of the combination of sports and sports with more new combinations. For example, some fashion brands will compete with seasonal sports events to attract consumers, and many fashion designers are willing to work with sports brands to break through their design limitations. Some fashion brands will be able to stimulate the design potential of these athletes and develop some design items for athletes after signing the athletes.

This combination makes brand and sports.

Question: how will the combination of fashion and clothing brand and sports develop in the future?

Liu Wendi's point of view: brand can be integrated into more sports factors.

Luo Shuya's viewpoint: the combination of two will promote each other.

Zhang Chuqiao's view: the mass audience of sports is huge and unimaginable.

Liu Wendi: in the brand design stage, we can integrate more sports factors to expand the product line, so that the brand can absorb some sports products consumers besides sports consumption.

Luo Shu Ya: sports and fashion audiences are very wide. In the era of fashion pervasive, the combination of sports, information and network communication will wipe out more sparks. The result of this combination can only be mutual promotion.

Zhang Chuqiao: Rogge said that the strength of sports is infinite. It can leave only desperate places to rekindle hope.

An actor plays a film that not everyone can see, but how many people do not watch the Olympic Games? The size of the audience is so huge that people can not imagine it. Therefore, mutual promotion will be the inevitable result of the combination of the two.