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Sports Brand Advance "World Cup" Battle

2014/5/4 15:18:00 71

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although there are nearly two months away from the Brazil World Cup, the commercial resource competition of the world cup has already begun before the athletic performance of the stadium. 
 World Cup is not only a four year sports feast, but also a huge display window to display its product image. It is also a rare marketing opportunity to provide consumers with brand experience, enhance the relationship between consumers and brands and brand organizations, create, display, improve and build brand image, and enhance public awareness of brand. 
 in sporting goods Quanzhou's leading industry, the world cup is not only the competition of football, but also the business competition of sporting goods. Before the World Cup started, sporting goods manufacturers began to vigorously promote, hoping to further expand their brand influence through the easterly wind of the world cup. 
 the "World Cup" competition ahead of schedule /p >
 domestic sporting goods brand has been steadily improving the domestic market through the operation of these years. Meanwhile, it has also begun to emerge in various international sporting events. 
 CCTV 2014 World Cup advertising resource briefing was held in Xiamen recently. The CCTV advertisement, which has always been "tall and tall," is also pushing private ordering this year. From millions to tens of millions, brand enterprises can find corresponding advertising products. At the meeting, the enthusiasm of entrepreneurs was a strong manifestation of the revival of the product market. It is gratifying to note that local sports brands have begun to show signs of warm spring. The international route has always been the strategic goal of sports brand. 
 spring enterprises seize the world cup /p >
The P world cup advertisement, which is once more than 4 years ago, has always been a hot potato for many enterprises. This year, CCTV is the exclusive exclusive media copyright owner of the world cup in mainland China. Its advertising resources for more than a month are also regarded as the competing resources for the world cup marketing by brand enterprises. 
 how hot is the Brazil World Cup, which is evident from the April 18th CCTV World Cup advertising resource briefing. 
In the big P conference room, seats were added again and again. Not only PEAK, XTEP, 31st degree, Meng Jie, Jordan, Anta, nine herdmen, gifted scholars, noble birds, len Lang, del Hui, Hongxing Erke, good color head, pan pan, silver heron, yako, Tyrannosaurus glasses, Jomoo bathroom, undergraduate electrical appliances and other CCTV "regulars" came to the scene, but some brands such as Meng fat Li, Zhongsheng cereals and oils, Shan state drinking art and so on, which had little sport with "Sports" have been sent to the scene. 
 a lot of brand business owners are personally present. Xu Jingnan, chairman of PEAK sports board, is one of them. Xu Jing Nan told reporters that PEAK had a lot of cooperation with CCTV in peacetime. "We need to think about this Brazil World Cup." 
In the P venue, some bosses privately whispered with CCTV staff to seek docking. "There is a plan, but it is not convenient to say it now." Chief executive of CCTV said that CCTV has launched more special programs this year than ever before. 
 the enterprise wants to win "CCTV World Cup" resources, of course, the price is not small. Take the first two companies to win the marketing resources of the Brazil World Cup, for example, Tmall became a full media partner of the Brazil World Cup "shooter list" with 141 million yuan, and Nike won the World Cup "Brazil action" with an exclusive title of 46 million yuan. 
 however, there are still some famous brands in the big brands that have already spared no expense in advance. It is reported that in 2002, with about 10 million yuan invested in the CCTV Japan and South Korea World Cup advertising, in 2006, with 38 million yuan named the CCTV Germany World Cup "shooter list" and the 5 ad location of the CCTV South Africa World Cup in 2010, this year, the strong fighter has finalized the in-depth cooperation with the CCTV Brazil World Cup advertising. "The main force is to launch the competition broadcast and other advertisements." An insider revealed. 
 it is interesting that under the impact of the new media, CCTV has also put down its position this year, pushing the "private order": advertising budgets from millions to tens of millions of customers can find suitable marketing windows. 
"P > CCTV even said that brand enterprises could come together to design innovative program boards and new (and exclusive stores) new advertising products. These also provide more room for more Fujian enterprises to win the world cup. 
 resuscitation of sports goods /p >
 the sporting goods industry, which was deeply trapped in "high inventory" and "closed shop tide", has begun to gradually recover after a series of shuffling and adjustment. It is understood that in recent years, PEAK sports and Anta sports and other sports brands have achieved high order growth. 
 PEAK sports latest business bulletin shows that the total volume of orders for the 2014 second quarter of the company is higher than that of the actual sales in the same quarter in 2013. At the same time, the same quarter sales in the third quarter of 2013 and the same quarter in 2012 increased. 
 PEAK believes that the group has changed its order mode and increased its reliance on supplementary orders. The high growth rate of orders reflects the distributors' inventory level and profitability at the retail level. The increase in sales is mainly attributable to the gradual reduction in the discount to consumers in the third quarter of this year and the improvement of single store profitability. 
"P" is unique. Anta sports announced earlier that, in view of the retailers' desire to improve the order of Anta's second quarter 2014 new products, the order volume (calculated at wholesale value) increased at a year-on-year basis. The company has been placing orders for orders for two consecutive quarters, and further confirms that the company may have been out of the doldrums. 
 industry experts believe that the sports industry downturn is not only affected by the factors of rising operating costs, but also influenced by the change of people's consumption trend (to the spanformation of leisure fashion style), and is also affected by the adverse factors inside the enterprise, for example, the lack of attention to innovation leads to serious homogenization of goods. 
 Peng Xiao, deputy director of the sports equipment and equipment center of the State Sports General Administration, believes that if the problems in the development of the industry can be found and solved, China's sporting goods industry will usher in the second round of development opportunities. According to Peng Xiao's analysis, domestic sporting goods demand is still very potential for growth. At present, the urbanization rate of the whole country is only 35%. If this figure can be raised, the income level of residents will be raised, and the investment in sports goods will also increase correspondingly. Dr. Sheffer, chairman of the Law Committee of the World Sporting Goods Federation, said at the Forum on sporting goods industry that China is the third largest sporting goods consumer in the world. 
At present, the sporting goods industry in China is at the crossroads of the development of the industry. It faces both arduous challenges and potential opportunities. P We should not only face changes in external environment, but also reshape the internal core competitiveness. Judging from the situation in 2013, the entire sporting goods industry is gradually recovering. 
 the driving force of brand internationalization 
 domestic sporting goods brand has been steadily developing in recent years, while stabilizing the domestic market, it has also begun to emerge in various international sporting events. 
 Nike and Adidas occupy the absolute dominant position in the NBA market. With the joining of big stars such as Wade, Garnett and Parke, they also earn a lot of attention for these domestic brands. Although the degree of concern in the product itself can not be compared with the international first-line brands, this phenomenon has begun to change. PEAK's "GHill3" sneakers are fifth, the only Chinese brand selected in the 2012-2013 season of the NBA top ten (top ten store) sneakers in the US professional website recently. 
 "GHill3" sneakers are exclusive shoes made by PEAK for Indiana Walker star George Hill. This kind of sneakers dubbed by the fans as "big triangle", the new hot-melt technology further lightens the shoes body, strengthens the TPU protection framework, redesigns the sole texture, and strengthens the grip. It is a speed shoe designed specifically for the guard, and Hill himself is also full of praise for shoes. 
 PEAK has also introduced several special colors for this type of shoes. Each of them has integrated into the unique American basketball culture, and the North American market has a strong response. 
 in last year's Quanzhou brand's NBA marketing, Anta signed NBA new generation all star guard and Boston Celtic top star Rajon Rondo is undoubtedly a heavy move. At the signing ceremony, Rondo's exclusive war boots "RR1" shocked the industry with the price of 399 yuan. The star endorsement product of this price is not only found in international brands, but also unmatched in domestic brands. It can be said that Anta has redefined NBA's top players' endorsement boots with its super high cost performance. 
 with the success of Tokyo's Olympic bid, Brazil's Rio De Janeiro Olympic Games is approaching in 2016, and the Chinese sporting goods industry has also started new moves. 
The way of Olympic marketing intervention for Quanzhou's local brands is p's sponsorship of the Chinese Olympic Committee, Anta's two consecutive sessions, and the sponsorship of other Olympic committees. At present, the Olympic Committee of more than 20 countries has accepted the Quanzhou brand, and has also proved the strength of Quanzhou's sports brand and the affirmation of its brand.