Sports Brands Do Not Fall Into A Sports Marketing Pattern In The World Cup Boom

The sporting goods industry is one of the most direct beneficiaries of the "World Cup" football boom. A few days ago, there were many sporting goods. clothing Enterprises, most of them are advertising for World Cup marketing. But there are also companies taking the opportunity to expand their business to Brazil.

According to the analysis of the insiders, at present, the level of sports brand marketing in China is still low. If we do not touch the stone before crossing the river, it will be a great risk for sports marketing. "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 improve brand image."

Recently, there was news that 361 degrees would invest about 90 million yuan to enter the Brazil market, plans to set up 10 representative offices in Brazil, and set up warehousing centers in South Rio Grande Dezhou new Hamburg, southern Brazil. It is expected to start operation in July this year, and the first batch will go to Brazil. market Put in 150 kinds of sports clothing products.

361 degree responsible person said that entering the Brazil market is the first step in the internationalization of the brand. After Brazil, Latin America and North America are the next stage of the market.

In their view, the world cup and the 2016 Olympic Games are a golden opportunity. Many other sports brands have their own plans to win the world cup, especially in the "World Cup" advertising campaign.

It is noteworthy that there are still some enterprises that choose to take the initiative first. At last year's sports brand order meeting, many companies launched a series of new products with strong football atmosphere.

Although domestic brands have great expectations for the world cup, sports marketing is a high-risk job from past experience. According to the analysis of the insiders, first of all, there is no new sponsorship, but because everyone is sponsoring, so the campaign had to fight. Secondly, regular online and offline activities, from the perspective of advertising public relations media dissemination, it is quite conventional.

"But what you do is done by everyone." Zhu Qinghua said, at present, the domestic sports brand marketing level is low, marketing is generally more model, 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.

In addition, Zhu Qinghua warned that domestic Sports brand The risks in the "World Cup" marketing are mainly manifested in the fact that the aura of the world cup is too big, and there are many enterprises and brands involved in marketing. If the domestic sports brand lacks clear strategic planning before the event, it will probably make the marketing cost "beat the water" if it does not make a rational choice of the marketing mode.