Sports Brand Endorsement: Grassroots Marketing Strategy

Hao threw tens of millions of yuan, and invited all the stars to endorse. It used to be a common tactic for many domestic sports brands to snatch the market. But at the moment, the economic crisis and the rising cost of various kinds of shocks continue to make money for stars. Reporters yesterday learned that in order to "break through", grassroots endorsement has gradually become a new way of brand marketing.

　　 Grassroots marketing has become a new trend

"Please star endorsement? That's the old way! The same money can be spent on the grass roots, which can do more beneficial things." Xiamen Wan Jie Long Group president Xu Mujie told reporters that the company has just launched a brand named ONEDREAM, the main attack after the "80", "90" after the market. In the process of publicity, he abandoned the "old routines" that asked celebrities to endorse and played a new trick.

"On the one hand, we launched the" 1+E "online shopping platform, and we also interact with shopping websites or grassroots celebrities on micro-blog to enhance their attention. Xu Mujie said, they also invited the grass roots to shoot the micro film "Van Gogh deceived us", put the advertisement in the micro film, the marketing method is very "tide".

In fact, apart from Vangelo, including Seven cards , Seven wolves CABBEEN, Anta , XTEP China and many other "Fujian faction" shoes and clothing enterprises have begun to "test the water" grassroots marketing. Prior to this, Anta launched the CBA grassroots draft program to help ordinary young people achieve their dreams from grassroots to stars. According to Anta related sources, Anta's latest TV advertising film also abandoned stars, the protagonists are just ordinary people. PEAK has also launched the "grass roots" filming of the micro film "run the death courier", its second micro film "dunk player three points twist Cup" was also launched last month.

　　 Cost surges and stores continue

More and more Fujian sports brand enterprises fall in love with grass root marketing. On the one hand, the shackles that traditional channels bring to the operation of enterprises are constantly highlighted. According to the 2011 Annual Report released by several domestic sports brands, the sporting goods market in Fujian is undergoing a comprehensive adjustment period. Anta, PEAK and others all show varying degrees of decline in performance or a sharp slowdown in growth.

"Performance decline, store rent is the culprit." Xu Mujie told reporters that a good lot of shops per square meter will cost 200 yuan to 400 yuan, with the case of Wan Jie long in Zhongshan Road as an example, a month will need to pay 60 thousand yuan rent. But at the moment, the economy is stagnant and the purchasing power is decreasing. The profits of major sports brands have been declining steadily.

Against this background, the reduction of stores has become the helpless choice of many local sporting goods companies. The annual report shows that the number of new stores in Anta and PEAK last year was 229 and 582 respectively, much lower than that of nearly 1000 new brands in each brand in the past few years. In addition, according to industry sources, excluding the new stores of Anta group in the second half of the year, the number of Anta stores in China last year was close to 100. PEAK also said that this year will continue to implement the strategy of "opening large stores and closing stores to further enhance the average sales area of retail outlets".

　　 Celebrity endorsement price reduction

Reporter survey found that the current market homogenization is too serious, but also makes the star endorsement price performance began to decline. "Stars can really bring enterprises into the fast lane of development, but there are also many disadvantages." Xu Mujie told reporters that inviting celebrities to endorse is expensive, and tens of millions of dollars have been smashed, but stars are unstable.

"The grass-roots endorsement cost is low, and some can be as long as several thousand yuan or tens of thousands of yuan. The money saved can avoid the shortage of capital caused by sports brand in increasing investment in product development, channel construction and other related aspects." PEAK related people pointed out that in this era of pursuit of personality and novelty, the public is tired of those stars. The emergence of grass roots is satisfying their psychology and tends to attract more people's attention.

Xu Mujie said that he asked the grass roots to shoot microfilm, the total cost of only a few million yuan, but now click rate is up to millions, "conversion, complete a brand deep implantation, also 1 cents, very cost-effective." In this regard, the industry pointed out that more and more Fujian sports brands began to try grassroots marketing, but also to be rational. In the choice, we should also consider whether the overall image of the grassroots is consistent with the brand product appeal and corporate image. "Besides, the cost of grassroots marketing is saved, but the quality of marketing can not be reduced, otherwise consumers may not buy it."