European Cup Promotes Clothing Business Consumption Boom

Do you remember octopus Paul? Because during the 2010 World Cup, it accurately predicted most of the events and was known as the "octopus emperor".

Now, the European Cup is coming, but the octopus is gone. Who will predict for us? It doesn't matter. The Magic Wizard pig is coming.

This "Wizard pig" is a purebred Ukraine pig named Hurley Ark (Boar Funtik).

Of the 6 matches currently predicted, 4 wins 2 draws (two of which are tied).

Don't think this is a joke. When you know that Ukraine pig industry has long enjoyed a high reputation, and its big white pig is the best animal in the world with Holland dairy cattle and Australian sheep, you will understand that this is the best marketing case for Ukraine to make use of the host's advantage.

According to UEFA estimates, each round of the European Cup attracts more than 150 million TV viewers worldwide, with more than 250 million TV viewers in the finals.

This figure is comparable to the ratings of the opening ceremony of the Olympic Games.

In the face of the world's largest sport, cake of the football market, businesses have always been "smoke filled with smoke".

But in marketing way, it can be said that cat has cat Road, dog has dog Road, big business has spared no expense to become a sponsor, the brand image has benefited a lot, small business is hitting the edge ball, making a little bit of popularity, making big sales.

Nike PK

Adidas and Nike are a pair of friends on the court.

Enthusiastic fans found that in the current European Cup group match, the team who wore Adidas was much better than the team that had finished the race. Of course, the team that wore Nike was also unwilling to lag behind. Its sponsorship Croatia defeated Ireland by 3:1, and its "spirit front" Mander Zukie Chi scored the first four goals in the previous European Cup with the opening 157 seconds.

"Behind the European Cup is also a competition between Nike and Adidas and other famous enterprises, such as TV series."

Li Hong, former chief Chinese representative of International Olympic Committee, said in an interview with reporters.

As an official sponsor of FIFA, Adidas has a congenital advantage, not only frequently appearing in the advertising stands of live matches, but also six of its sponsors are Spain, Ukraine, Denmark, Germany, Greece and Russia.

Of course, Nike did not show its weakness. Not only did it invest heavily in the commercials of more than 20 world class football and basketball stars signed by the signing of the contract, it was put into the gold position of many countries in the media. On the Orco tower of one of the tallest buildings in Warsaw, there were three huge Poland star portraits with great visual impact.

And its 5 countries, namely, Croatia, France, Holland, Poland and Portugal, have great strength. Meanwhile, Nike's UMBRO (Umbro) brand sponsors England, Sweden and Ireland.

In the European Cup, the competition between the two giants has developed into mutual invasion of each other's nest. Nike is trying to get into the "Adidas" home -- Germany (first Adidas invaded Nike's lair NBA last year to become a sponsor).

According to German media reports, Adidas believes that the contract signed between them and the German Football Association has lasted from August 2006 to at least 2014.

The German Football Association insists that the contract will be effective by 2011, which is 3 years shorter than Adidas's experience. Both sides have taken legal measures to safeguard their interests.

"The huge sponsorship of Nike's 8 year total price of 500 million euros is really tempting."

One industry insider said.

Although Adidas finally secured the contract, it lost the French team.

Nike is committed to providing 300 million euros ($374 million) sponsorship to France.

Of course, behind this is sales confrontation.

In the world cup, two giants have online and offline activities.

Mai Yan Shi, vice president of sports performance Department of Adidas Greater China, once said that fans are also the protagonists of the European Cup, and the 925 community of its "real fans, late nine dynasties five" is becoming a platform for fans to exchange during the European Cup.

Driven by the 2012 European Cup, Adidas expects its sales of football related products in 2012 to exceed 1 billion 500 million euros ($1 billion 870 million).

(China) the relevant person in charge told our reporter that Nike mainly focused on the marketing activities of "waiting for no time". "Of course, the European Cup is the most important part of this theme."

Just before the start of the European Cup, the Poland national team visited Nike football stadium. The Nike football stadium is located in the ZloteTarasy shopping mall in Warsaw. It is a special area for fans.

The Nike football field officially opened in June is an interactive space.

The purpose of Nike football media stream is to stimulate users' activity through the challenge of MakeItCount, and to display their activities by posting photos, sending micro-blog and comments in social media.

In the European Cup, professional agencies predict that sales of global soccer products will exceed 4 billion euros in 2012, but who will occupy a larger share of the market will still be a question mark.

Chinese e-commerce upsurge

Although there is no clear data on how many shares the Chinese market occupies in the world cup and the European Cup, Chinese fans have a place in the world's fans.

According to the latest data provided by Kantar, an authoritative market research firm, in May this year, Manchester United has become the most popular football club in the world, with 659 million fans in the world, of which 105 million of China's Manchester United fans.

Therefore, the European Cup stimulates the adrenaline of the fans, and that is the trigger.

The billowing boom.

Data from a panning website showed that the search volume of search engines such as "Warsaw" and "Warsaw specialty" had increased by more than 20 times in a few hours before and after the opening of the European Cup. Data from Taobao showed that the search volume of the European Cup increased by 588% over the 30 days as early as the beginning of June.

At the same time, consumers who bought directly the fans and special souvenirs of the European Cup through an Amoy platform went up by more than 500% in the past week.

Hot search products also include all kinds of beer and beverages in summer.

This year's European Cup has made fans eager to start from the opening game, and clothing related to the European Cup theme has also been sought after by fans.

According to fan's products, the official clothing of the European Cup is nearly 5000 odd units per day, breaking 300 thousand yuan per day.

Sports products related to the European Cup range from tens of thousands to thousands of dollars. The products include shirts, game balls, national flag, cups, ball stars, etc.

"Competition type" fans, though not counted as iron rods, are the absolute main force for the sharp increase in the sales volume of the "big shopping season".

In recent years, the Spanish team, which has reached its peak, has won a large number of new fans. The data show that its Jersey sold 5012 pieces in Taobao within one month and bravely pulled the top.

Jersey sales in Germany, Italy, France and Portugal followed.

Stay up late to watch the ball, eat and drink first.

In the Tencent e-commerce system, a well-known brand of chicken feet was bought by a group of more than 6000 packages at a time, and sales increased by 6 times in May. It became the undisputed European Cup snack champion.

Sales of peanut and beef jerky increased by more than 3 times.

In Taobao's data, men bought a large number of beer machines, beer mugs, and 400~500 ml cups, which sold more than more than 3000 days in a few days.

Sales of beverages have also soared. Recently, users of iced drinks such as ice tea and Wang Laoji have been on the rise in Taobao, Yi Tao and other online shopping platforms. At Tmall supermarket, Wang Laoji recently sold more than 2000 boxes.

According to the data from Tencent, the sales volume of Red Bull has doubled in the past 5 days, and the sales of instant coffee has also increased by at least 30%.

Tencent QQ mall people said that before the opening of the European Cup, the sales of major brands of beer and leisure snacks increased by 80% to 200%.

Besides, the sales of toilet water, fan and alarm clock, which are the traditional essential equipment for watching ball games, are also considerable.

Toilet water sales are 2 times more than usual.

The "big season consumption" craze has become a retail practice, and the electricity business community has long been familiar with it.

A number of electronic business executives said that the popularity of related commodities has also been predicted, and the consumption boom should also start at times.

What is interesting is that before the European Cup war, the domestic electric business circles had already ignited the promotion campaign of 3C appliances. Dangdang, Jingdong, Tmall, Yi soon and so on have announced the promotion war plan in June, and have been involved in the profit margin and marketing resources of 7 billion yuan.

And by borrowing business opportunities, several of them also took advantage of the situation and launched attacks.