Sports Brands March Into The International Market In The World Cup.

The world cup in Brazil is going to plunge the whole world into madness. Sports brand Commercial resources compete for the "World Cup" has long been white hot. Recently, 361 degrees indicated that it would invest RMB 90 million yuan into the Brazil market and set up a storage center in the south of Brazil, and marched into the international market in the world cup. In addition to opening stores to South America, Anta, XTEP, PEAK and other domestic sports brands have quietly converted the traditional marketing way - throwing heavy investment advertising, but transformed into promotional activities such as fans' blouses, sponsoring campus football matches and launching new media marketing activities, which are even more popular than sponsorship teams.

　　 1 regard major events as opportunities to expand.

Since last year, many domestic sports brands have been faced with the problem of inventory. The 361 degree entry into the Brazil market is a reflection of the east wind of the world cup and is intended to open up new overseas markets.

361 degrees, the plan is to set up 10 representative offices in Brazil and set up storage centers in new Hamburg, Dezhou, South Korea. The first batch will launch 150 kinds of sports to the Brazil market. clothing Products. The city is a second tier city in southern Brazil. It is easy to see that the company intends to infiltrate from the two or three tier market and adopt the strategy of "encircling the cities in the countryside".

Because Brazil not only held the world cup this year, but also the host country of the Olympic Games in 2016. It has also become the major competition brand in the world. In the past 15 years, the Brazil sportswear market has increased by 8% every year, showing that the industry has been enduring for a long time. Even if there was an economic crisis in Brazil 4 years ago, the sporting goods industry still made profits. Not long ago, Puma also announced increased investment in the Brazil market.

361 degree responsible person said that entering the Brazil market is the first step in the internationalization of the brand. Following Brazil, other Latin American countries and North American countries are also considering the next stage of the market. The world cup and the 2016 Olympic Games are a golden opportunity.

　 2 domestic brands absent from team sponsors

The four year world cup is not only a gluttonous feast for the fans, but also a giant stage for the domestic sports brand to display its image. CCTV, the only media player of the world cup in mainland China, is the arena for enterprises to compete for.

Compared with Tmall's heroic throw of 141 million yuan to become CCTV Brazil World Cup "shooter list" all media partners, Nike won the CCTV World Cup "Brazil action" exclusive title of 46 million yuan, the domestic sports brand's performance is low key, which is closely related to the current sports goods industry adjustment market. Xu Jingnan, chairman of PEAK sports board, who has participated in the World Cup advertising competition, said frankly, "we must also think about this Brazil World Cup".

In addition to heavy advertising, sponsorship teams or athletes are also a good way to accumulate reputation for products. However, there is no domestic sports brand sponsorship in the world cup. This strong project is still monopolized by international sports brands. PEAK, which started with basketball equipment, has been sponsoring the Iraqi football team. In 2010, Iraq's good record was a surprise to PEAK, but the latter did not enter the world cup in South Africa.

Although the world cup business opportunities are the eyes of many brands, but from the past experience, sports marketing risk is enormous. In 2012, there were reports that Anta's hundreds of millions of yuan in the London Olympic Games were expensive. It is said that apart from providing "champion dragon suit", Anta also provided all Chinese costumes except formal ceremonial dress and competition suit. However, in terms of performance, Anta released its 2012 annual financial report, showing its first decline in performance after 5 years of listing.

Zhu Qinghua, a light industry researcher at CIC, said that the risk of domestic sports brands in the world cup marketing is mainly manifested in the fact that the aura of the world cup is too large, and there are many enterprises and brands involved in marketing. If the domestic sports brand lacks clear strategic planning in advance, it will only make a rational choice of marketing mode if it only pays attention to the investment blindly, which will probably make marketing expenses "beat the water", and it can be described as "losing the wife and folding the army".

　 3 the periphery marketing war is in progress.

There are no resources, no stars, no teams, nor official partners. This is the current situation of the world cup marketing of domestic sports brands, but it does not mean that domestic sports brands have abandoned this rare marketing opportunity. Reporters found that domestic sports brand enterprises are promoting fans' T-shirts, sponsoring campus football matches, and launching new media marketing activities, which are more "more popular" than some international brands.

"We can only do some marketing from the side," said a head of PEAK's market. PEAK's so-called side marketing, in addition to advertising, there is a cooperation with CCTV project is its reporters wearing PEAK clothing. In addition, they also made some poster and products related to the world cup in the terminal market, including T-shirts or POLO shirts.

In the world cup marketing, Anta chose to focus on fans, through leisure T-shirts and leisure. shoes The combination of the two groups will cut into the majority of ordinary football fans, and at the same time launch a professional training football suit. XTEP's World Cup marketing has chosen to focus more on the young people. By sponsoring the carnival of campus football PARTY, it increases the brand awareness of XTEP in young groups. In addition to the TVC advertising launched by CCTV and satellite TV, XTEP pays more attention to the spread of brand on the mobile phone end. The activity of "everywhere Carnival - XTEP Super Fans" is an activity of online and offline interaction at the same time.

In addition to brand marketing in traditional media channels, offline stores are also important places to compete for eyeballs. The store will redecorate the World Cup theme during the world cup. Besides having World Cup elements, it also adds a sense of fashion. Zhang Jian, the brand director of "precious bird" (China) Limited, said that with the help of such a rich visual feast, we will use products to marketing. This year, unlike the past World Cup, you will no longer do topic marketing, but sell the world cup with products.