A Mule Is A Horse Who Comes Out To Take The World Cup To Test The Local Sports Brand Marketing Skills.

< p > observers believe that the aura of the world cup is too large, and there are many enterprises and brands participating in the a href= "http://www.91se91.com/news/index_c.asp" > marketing < /a >. If the domestic sports brand lacks clear strategic planning in advance, it will only make a rational choice of the marketing mode if it only throws the money blindly, so it will probably make the marketing cost "beat the water".

The footsteps of the P World Cup in Brazil are getting closer and closer. Before the athletic performance of the stadium, the commercial resource competition around the world cup has already been staged.

The commercial battle in the world cup is not inferior to the football match in the field.

This is not only a test of the planning ability of enterprises, but also an examination of the culture and marketing capabilities of enterprises.

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< p > < strong > "smashing advertisement" is rational. < /strong > < /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.

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Before "P", CCTV's 2014 World Cup advertising resource description will directly move the meeting place to Xiamen, Fujian, where the sports brand is concentrated.

Always "tall" CCTV advertisement, this year also push "private order", from millions to tens of millions of yuan, the brand enterprise can find the corresponding advertisement product.

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< p > on this note, not only PEAK, XTEP, 31st degree, Meng Jie, Jordan, Anta, nine herdmen, gifted scholars, noble birds, Lun Lang, del Hui, Hongxing Erke, good color head, pan pan, silver heron, yak, 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", were also sent to the scene.

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< p > the resources of cctv world cup, which is "win", are certainly not too expensive.

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.

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< p > compared with the lively venue, enterprises also show rationality in the competition of CCTV resources.

Most sports brands in Quanzhou say they have no plans to invest in the world cup. Compared with the calm of sports brands, part of the a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises have unique feelings for the world cup.

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< p > although the specific marketing plan has not yet been announced, but according to the industry insider, this strong leader has already finalized the in-depth cooperation with the CCTV Brazil World Cup advertising, mainly putting the live broadcast and other advertisements.

As early as in 2002, Jin Ba invested 9 million 200 thousand yuan to join CCTV and obtained the bidding resources of the world cup.

In 2006, it was named "the scorer list" of the CCTV Germany World Cup by 38 million yuan. In 2010, it spent 76 million yuan to win 5 advertising spots in the CCTV South Africa World Cup, which ran through the pre match, the match, overtime and penalty.

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< p > < strong > "peripheral game" start /strong /strong > < /p >

< p > although some domestic sports brand enterprises are not directly involved in the "World Cup" related media resources competition, it does not mean giving up the opportunity to take advantage of the opportunity. Through the development of the world cup related products and the marketing activities around the world cup, the sporting goods brand has launched the "World Cup" periphery competition.

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In the world cup marketing, Anta has chosen to focus on the fans. Through the combination of leisure T-shirts and leisure a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, P has cut into the general fan group, and has also launched a professional training football suit.

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According to P, Anta has specially designed a product mix for fans in this world cup.

In the four exclusive soccer equipment of Anta, the world cup top eight cultural jerseys are pre guess by the performance of the team. The patterns are made up of national flag and representative golf course combination. Anta football baby T is a fashion product designed for female fans; fans' casual shoes are looking for inspiration from the football match, and the colors of the national team match colors.

In addition, Anta also introduced professional training football sets for the first time. In the football suit, the new A-cool hygroscopic and quick drying technology and ice Shuang Shuang cool technology were used to promote the Anta technology experience.

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< p > XTEP's World Cup marketing has chosen to focus more on young people. Based on past development and resources controlled by XTEP, XTEP has contracted the football to campus football. Through the creation of a carnival of campus football PARTY, the Chinese fans, especially the campus crowd, are revelling in the world cup.

In May 11th, the 2013 to 2014 season, which was exclusively named by XTEP, was launched in the South China regional competition of CCFL and the 2014 XTEP China University football cheerleading.

In this year's event, XTEP has integrated the strong elements of the world cup. 10 cheerleaders have specially arranged the five continents theme dance for the competition, echoing the upcoming Brazil World Cup.

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< p > there is also news that the company is going to set up a storage center in Brazil and intends to sell the shoes and clothing made in China to Brazilians.

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< p > since last year, many sports brands in China are experiencing inventory pains.

About 70% of the stores are located in three lines and smaller cities in China.

Since the second half of last year, the number of domestic sports brands has been curbed. The number of sports shops in Lining, PEAK and Anta has dropped significantly.

But in the second half of 2013, the 31st degree rate accelerated to 527 stores, far higher than the 256 in the first half of last year.

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< p > recently, the president of the 31st grade Ding Wu visited Brazil and found that a pair of sports shoes could sell for 2000 yuan in Brazil because of heavy taxes.

Although the price is high, Brazilians are not stingy in buying sporting goods. In order not to give up a pair of favorite sports shoes, they can even accept installments.

Ding Wu returned to Xiamen and began to prepare to enter the Brazil market.

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P plans to set up 10 representative offices in Brazil and set up storage centers in Dezhou, new Hamburg, southern Rio Grande, southern Brazil. It is expected to start operation from July of this year through the east wind of this year's World Cup.

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< p > besides, some local sports brands choose to make a new way through "little tricks".

Liu Xiang, who is responsible for PEAK, said, "all brands want to do marketing, but they must have resources, or there are stars, either teams or official partners, but we do not occupy any of them. We can only do some marketing from the side".

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< p > PEAK's so-called "little action", 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.

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< p > compared with the brand promotion and brand promotion of the world cup, some export enterprises have a more direct goal. By leveraging the Brazil World Cup, they can produce products related to the world cup and open up the Brazil market.

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< p > SUN Hai sporting goods Co., Ltd. has been running and running soccer clothes for the world's major brands. In the last 32 teams of the world cup, the professional competition suits of the 1/4 team are sunward OEM OEM.

Now, under the upsurge of the world cup, the football equipment of the sun sea is also ready to go.

Ding Siquan, general manager of sun Hai sporting goods Co., Ltd., said they are actively looking for matching football shoes design and development institutions to strive for the introduction of professional football shoes and clothing series at the world cup.

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< p > marketing means to break through < /p >

< p > the sporting goods industry is one of the most direct beneficiaries of the world cup.

But obviously, it is impossible for everyone to benefit.

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< p > industry insiders say that at present, the level of sports brand marketing in China is still low. If we do not touch the stone crossing the river, it will be a great risk to do heavy marketing and sports marketing.

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< p > "domestic sports brands have opportunities in the marketing of the world cup."

Zhu Qinghua, a light industry researcher at CIC, said: "the world cup has a greater influence in the world. If the domestic sports brand can stand out in the world cup, it will help to improve the brand image."

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< p > although domestic brands have great expectations for the world cup, sports marketing is a high-risk job from past experience.

In 2012, there were reports that Anta had been spending hundreds of millions of dollars in the Olympic Games in London.

It is said that apart from providing "champion dragon suit", Anta also provided all Chinese costumes except formal ceremonial dress and competition suit. With the theme of "glory moment", the roll advertisement of "champion dragon clothing" was continuously broadcast in CCTV-5.

However, from the performance point of view, Anta's turnover and net profit in 2012 both declined considerably, and the two data continued to decline in 2013.

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< p > for Anta's 2012 Olympic marketing, some people in the industry believe that first of all, there is no new sponsorship, but because everyone is sponsoring, so the campaign has to fight.

Secondly, regular online and offline activities, from the perspective of advertising public relations media dissemination, it is quite conventional.

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< p > Zhu Qinghua said that at present, the marketing level of < a href= "http://www.91se91.com/news/index_c.asp" > sports brand < /a > is still low, and marketing is generally more patterned, so it is difficult to express the core and connotation of brand culture in a better way.

In contrast, Nike and Adidas are good at emotional marketing and resonate with consumers.

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< p > in addition, Zhu Qinghua cautions that the risks of domestic sports brands in the world cup marketing are 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 brands lack clear strategic planning in advance, they will only choose to invest money blindly, and do not make rational choices in marketing mode.

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