Shoe Clothing Brand Nuggets "Soccer Economy" Ignites Marketing Passion

"P > four annual" a href= "http://www.91se91.com/news/index_c.asp" World Cup "/a" feast "is destined to be a global carnival.

How can a shrewd businessman give up such an opportunity? In the history of the world cup, audiences remember not only a number of wonderful goals, but also some of the businessmen's classic World Cup marketing campaigns.

Popularly speaking, in the world cup, players display skills, while businesses display products and ideas.

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< p > with the coming of the world cup, fans' passion is gradually being ignited. The potential market of football is once again favored by the local sports brands. On the one hand, they have launched a series of football products, and on the other hand try more ground promotion mode to change the previous high-altitude advertising marketing.

Jinjiang's local brands entered the "World Cup" time zone in advance and merged into the football feast track.

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< p > < strong > World Cup "Quanzhou yard" < /strong > /p >

North Korea's national team is no doubt a dark horse, and is expected to enter the World Cup finals in South Africa in the 2010 P World Cup ten Asian qualifying match.

At the time, there was also a Jersey sponsor in addition to the North Korean team.

The Korean national team signed Hongxing Erke's endorsement fee of only 2 million dollars, which is undoubtedly a highly cost-effective sponsorship.

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< p > the original sports a target= "_blank" href= "http://www.91se91.com/", which was originally able to enter the world cup by sponsoring the North Korean uniforms, was disappointed by the brand "Hongxing Erke". They would not have the first appearance of the 2010 World Cup in South Africa.

He invested a lot of money and energy in sponsoring the North Korean team, but at the end of the day he made a heavy loss for others.

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< p > although the sporting goods in China did not appear in the 2010 World Cup in South Africa, the most promising Hongxing Erke also defeated the demanding North Korean team.

But this does not affect the domestic enterprises' enthusiasm and hype for the world cup, and all kinds of World Cup "edge ball" marketing is emerging one after another.

Every major a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing enterprises have launched the world cup related products during the world cup, or preferential activities to stimulate consumers' desire to buy.

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Less than P, del Hui invested tens of millions of yuan in CCTV, and won the gold and gold store's broadcasting resources and set up resources. It successfully stood at the same starting line with foreign and domestic enterprises such as SONY and Coca-Cola, the official sponsor of the world cup, and took the lead in the world cup marketing war and occupied the commanding heights of competition.

During the world cup in South Africa, del Hui's flagship stores and terminal stores all welcomed the world cup with a completely new look and full confidence.

The unique "impression football" World Cup commemorative shoe has been released, which has made the brand of del Hui shine in the Chinese sporting goods market this summer.

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Not only that, P will also join hands with UC, a well-known mobile browser in the domestic mobile internet field, to officially become the official partner of the UC World Cup fans group in South Africa. The UC World Cup fans group wearing del Hui sports equipment will go to South Africa.

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XTEP, which advocates "sports fashion" brand concept, has positioned the world cup marketing in "entertainment football". P

In 2010, XTEP invited celebrities, famous composers and composers to jointly record "I love X football" as MV. Taking football as background, life, emotion, work and other life topics are alluded to the object. The purpose is to point out the spirit of healthy upward facing all kinds of difficult problems in life through understanding and understanding the spirit of football.

And through the television, radio, network, KTV and other channels to hit the list; at the same time, in the summer also pushed the theme of "Africa calling" a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

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< p > < strong > Nuggets "football economy" < /strong > /p >

After the victory of P, China's soccer industry showed an unprecedented trend. This is another craze after China's entry into the world cup in 2002.

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< p > "the environment at that time was that the Chinese team entered the world cup of Japan and Korea, and the national football passion was flying."

XTEP (China) Co., Ltd. is responsible for the relevant brand, but after that, the Chinese football team has not been very satisfactory (ideal store).

As a result, nearly ten years, there has been little more enterprises and brands to sponsor and sign football projects.

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< p > today, it is undeniable that Chinese football has already ushered in unprecedented opportunities for development.

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XTEP, which focuses on football, announced that it is a national brand of China's sporting goods industry, especially the national brand that has always been committed to helping the rise of Chinese football. P

"We have the professional ability, but not the key, to integrate with fashion and attract more young people to participate in football through various channels and channels."

Ezi, vice president of XTEP, said in an interview with relevant media that cooperation with famous football clubs in the world can create a strong appeal among fans. In order to really play a role in the Chinese market, it is necessary to use a more suitable method.

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< p > it has been proved that since 2011, XTEP has launched a series of football matches, including uniforms, T-Shirts, training clothes, shorts and so on. In this autumn and winter new products, men's football series down garments and women's football series uniforms have been selling well in stores and online.

PEAK, who has been trying to sell football for many years, has also launched a series of football sportswear, lapel T-shirts, woven single pants, single jackets, jacket and so on, which is also popular among consumers in a certain range.

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< p > in fact, like many brands, it is also optimistic about the domestic football market that has not yet risen, and Ding Siquan, general manager of sun Hai sporting goods Co., Ltd.

"All along, we are both domestic and foreign" walking on two legs ", and the proportion of exports will be greater, which is very much related to the domestic football environment in the past few years.

With the gradual expansion of the sales scope of the brand in the domestic market, the right football team has become one of the important measures to expand the domestic market. Therefore, from the beginning of this year, we will focus our efforts on the professional football series.

Ding Siquan said that in the last 32 teams of the world cup, the professional competition clothes of the 1/4 team were their own OEM. The technology and quality have become the biggest signs.

Now, considering the market demand of the integration of football shoes and clothing, they are actively looking for matching football shoes design and development institutions, and strive to introduce professional football shoes and clothing series at the world cup.

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< p > < strong > extended reading < /strong > /p >

< p > < strong > "double edged" sports marketing < /strong > < /p >

< p > some industry insiders say that most brands are coveted by the aura of the world cup, but the global competition such as the world cup is also a double-edged sword.

Its sharp blade is that if the name of the brand is not loud enough, it will eventually be submerged under the aura of the famous event.

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< p > before eating the marketing of the world cup, enterprises must have a strategic plan.

Otherwise, the cost of investment can only be wasted.

This is especially true for small and medium-sized enterprises with limited budgets.

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< p > it is understood that the domestic shoe and clothing enterprises are not very keen on the marketing battlefield of the world cup. Compared with some international brands, the intensity and breadth of investment in marketing are very different.

Take domestic shoes and clothing enterprises as an example, although we have a large number of shoes and clothing brands, but in the world cup marketing campaign, but not much, most companies choose a more pragmatic attitude towards the world cup.

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< p > industry insiders say, "the world cup marketing is a comprehensive strength. If the relevant facilities such as funds, terminals and production can not keep up, it will be better to be a spectator."

The above is a very real fact that the marketing of the world cup has always been a lot of money burning.

Of course, many experts also believe that some small and medium enterprises can also use differentiated marketing approach.

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< p > professor Jiang Minghua of Guanghua School of Management of Peking University suggests: as the marketing strategy and market positioning of different enterprises are different, the goal of choosing sports marketing is also different. Enterprises should formulate their advertising and publicity plans during the world cup according to their own goals, brand personalities and budget resources.

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< p > in addition, experts also remind: small and medium enterprises to do World Cup marketing, it is best not to embrace the idea of "big name".

Because Rome was not built in a day, "a href=" http://www.91se91.com/news/index_f.asp "brand" /a "can not be made in one or two months.

"What should we do after the world cup?" this is the question that SMEs need to consider ahead of schedule.

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