How Does Sports Marketing Drive The Shoe And Clothing Enterprises To Make A Successful Start?

There are two kinds of understanding in sports marketing: one is the marketing of sports industry as merchandise sales, the other is the marketing of other industries by sports activities. The elements of sports marketing are also "sports triangle". All marketing is based on the three sponsors, sports and spectators. No one can be a successful sports marketing.

At present, Jeremy Lin is just one of the hottest news topics in all major media. Jeremy Lin's commercial value and sports events are closely related to sports industry in China. In most NBA matches, such famous brands as PEAK, Anta, Lining and Jordan have been brought together. After the retirement of Yao Ming, Jeremy Lin has undoubtedly become the major brands in China. shoes One of the top players in the field of brand names is Hu Yifu, a famous middle and top management training expert. He believes that the brand of sports shoes in China always likes to shine on the stars and gradually increases popularity in the NBA market and the hearts of the Chinese people. Now the emergence of Jeremy Lin means that most sports brand shoes enterprises are facing new selling points.

There is no doubt that Jeremy Lin's appearance once again triggered a new round of marketing fever for sports shoes enterprises. For example, how to play a role in sports marketing has become a topic of discussion in the footwear industry. In fact, it did not completely break the sports marketing plan of shoe enterprises. The famous middle and top management training expert Hu Yifu indicated that sports marketing was not so complicated. Unlike sports sponsorship, it is not like a match for each other. As long as we know how to operate, sports marketing is not a way of selling money. Like the companies that are most good at marketing nowadays, they often use the lowest marketing cost to achieve the maximum marketing effect. The sports marketing of small and medium enterprises may not be able to compete with large well-known enterprises, but as long as the strategy is proper, flexible and persistent, it can also get twice the result with half the effort.

In the brand of domestic sports brand, shoes enterprises want their brands to stand out. The unique way of marketing is very important. For those two or three line brands, if they lack the necessary marketing means, they will surely be swallowed up by those big brands. In the old brand enterprises that use sports marketing, PEAK is an example of many small and medium-sized shoe enterprises. At present, PEAK has 15 NBA stars in various teams, which greatly improves PEAK brand awareness. In the six years of NBA Dongfeng, PEAK's sales grew by an average annual rate of over 80%, far exceeding that of other competitors. However, it is worth noting that enterprises are eager to gain fame and wealth, but not too much. This leads to the fact that NBA stars may be in a state of confusion, leading to dilution of brand prices and the opposite effect. Therefore, when adopting sports marketing, enterprises must adopt appropriate strategies and appropriate strategies to achieve win-win results.

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In addition to cooperation with NBA stars, enterprises should take various forms in marketing activities, such as sports advertising, promotion, and activities, so as to form the potential of marketing. The most common activities are virtual network activities and online competitions, such as hip hop competitions. To sum up, when planning publicity activities, enterprises must link up with "grass roots", pay attention to every detail of publicity activities, and achieve greater results with minimal input. In addition, enterprises should know every business opportunity in the sports world, seize the opportunity, improve the visibility of products and recover the cost at the fastest speed. This requires quick response from the enterprise with keen insight. Jeremy Lin's sale has given me a lot of reflection. Let's see what sports marketing is.

Sports marketing is a marketing activity that promotes the products and brands with sports activities as a carrier. It is a means of marketing in sports marketing. Sports marketing includes two levels, one is the sport itself as a product marketing. From a team and its athletes to a competition or a sports meet, it can be regarded as a product in marketing sense. This level can be called "sports industry marketing".

The other refers to the marketing phenomenon of the promotion of non sports products and brand communication by using the original quantity of marketing and taking sports events as the carrier. For example, all the activities and figures of our sponsors in the world cup, as well as the ingenious display of their products and brands. We usually refer to sports marketing as the latter level. Sports consumers tend to associate themselves with sports and create opportunities to enhance brand loyalty to related sponsorship products. Sports marketing, with its unique commonweal, interactive and cost effective advantages, has become the brand communication formula that consumers and businesses share. The specific reasons are as follows:

1, sports stimulate individual emotional attachment. Sports marketers can link the brand of enterprises and products with the excitement, motivation and feeling of competition.

2, sports generally attract and clarify all the elements of life, can cross cultural, religious, racial barriers, if you want to find a common language of the world, it must be sports, it is the sports culture of this fair, equal and boundless communication function, so that sports marketing has many brands dream.

3, on the other hand, as a sports event with media functions, because of its popularity, specification and attractiveness, its communication ability and commercial investment value vary widely. As a participating enterprise, facing the reality, how to find value and win returns is even more urgent.

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4, an important trend of general marketing is changing from "advertising" marketing to "career oriented" marketing. This change can set up the public image of "morality" and "social responsibility" of enterprises, and sports marketing is catering to this trend.

Sports marketing is based on sports activities (sponsorship form), the combination of products (or enterprises) and sports, the connotation of sports items to the enterprise brand, forming a unique enterprise recognition, image decoding and transfer, brand internalization deductive value added system engineering. Sports marketing is one of the most effective marketing tools in the twenty-first Century. It is a strategy in enterprise management. All walks of life have recognized the effectiveness of sports marketing to achieve business goals.

Nowadays, recessive marketing has become a common marketing "riding" phenomenon in major sporting events at home and abroad. In the 2002 World Cup, Coca-Cola launched a lot of marketing campaigns with its official sponsor, while Pepsi Cola launched its advertising campaign through the way of sponsoring singers individually, holding its stars and organizing a five person soccer game. Through the installation of large Nike electronic billboards outside the bus and broadcasting the world cup situation at any time, many people thought Pepsi Cola was the official sponsor of the world cup. It can be seen that the success of implicit marketing depends mainly on the creative marketing methods of enterprises. Therefore, as long as we do not touch the red line of laws and regulations, any enterprise can use sports marketing to enhance brand awareness and improve product sales, but the real competition among competitors is their marketing wisdom.

From the point of view of marketing principles, sports marketing is actually a branch of event marketing. The so-called Event Marketing refers to the marketing plan, organization, holding and utilization of news value activities without any harm to the public interest. Through the event of "hot news effect", we can attract the interest and attention of the media and the public in order to enhance the social popularity, shape the good image of the company and ultimately promote the sale of products or services.

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For enterprises, sports events, especially major events, have a unique marketing advantage that ordinary events do not possess because of their long duration, continuous hot news, wide radiation range (cross regional, cross-border) and high ratings of attention groups. Moreover, sports can still transcend the limitations of national geography, political opinions, customs, religious beliefs, ethnicity and many other factors, and are accepted and loved by the most widely accepted crowd in the world. Therefore, it is a good platform for many enterprises to expand or upgrade their brands through marketing activities related to sports activities or events.

From the marketing communication effect of event marketing, it can enable the involved enterprises to rapidly increase the degree of concern of the public or the audience to the enterprise and its products in a relatively short period of time, so as to expand the scope of brand communication and enhance the awareness of brand. But the ultimate goal of event marketing is to push the sale of products or services to a higher level. The regional, national or global sports events at home and abroad can provide enterprises with a strong platform for brand communication, with the advantages of obvious periodicity and wide range of concerns, and lay the advantage of brand awareness for their larger market space.

The spread effect of the advertising bombing launched by the farmer's spring during the 1998 World Cup is the power shown by sports marketing in the early market.

If we compare sales volume and market share, it is clear that Harbin beer and snowflake, Qingdao and Yanjing and other national market leaders can not form a competitive relationship. But the company hopes to use the opportunity of the world cup partner to make marketing preparations for the brand communication of Harbin beer attacking the national market. In response, Fu Meikai, President of Budweiser InBev Asia Pacific region, said: "Harbin beer is the oldest beer brand in China and the first Chinese beer brand to become the official partner of the FIFA World Cup.

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The company hopes to integrate the marketing activities with this large-scale world cup and further establish the dominant position of Harbin beer's leading beer brand. It can be seen that after Tsingtao Brewery (Beijing Olympic beer product provider) and snow beer (a typical representative of "non Olympic marketing") have successively benefited from sports marketing, Harbin beer also hopes to borrow the world cup to lay the foundation for brand communication for the development of national brand and market network.

Besides, the preparation of sports events can also provide new opportunities for enterprises to expand their sales volume and extend their sales radius. For example, in April 2010, the first photovoltaic grid connected generation system project in South Africa was successfully designed and constructed by Yingli itself. According to the company's plan, Yingli plans to set up a subsidiary in South Africa this year. With the help of the sponsorship of the world cup, Yingli plans to open up the solar energy market in South Africa and provide a solar power system for 20 football training centers in the remote areas of Africa. Yingli will cooperate with South Africa's national power company to build the first large solar power station in South Africa near Cape Town. In addition, the South Africa World Cup Organizing Committee has purchased more than 200 million yuan of air conditioning products from GREE, including air conditioning facilities such as stadium, football stadium, training venues and office buildings.

The commercial charm of sports marketing is beyond doubt, but only by following a certain marketing mode can we achieve the goal of marketing and minimize the risk. In any case, sports marketing will give sponsors a brutal marketing war that combines wisdom, luck and strength. After South Africa's World Cup brings us sports marketing impact and thinking, domestic and foreign enterprises will usher in another marketing opportunity provided by Guangzhou Asian Games. Are we ready?