The World Cup Economic Feast Hits China'S Sports Brand.

< p > > a href= "http://sjfzxm.com/news/index_x.asp" > four years < /a > the world cup is not only the fans' big PARTY, but also an economic feast. Although the Chinese team can only watch the ball at home, the enthusiasm of Chinese brands has not been reduced, beer, beverages and other brands have been branded quickly. Supermarkets and shopping malls have also been built into soccer themes to attract consumers, but the most relevant sports brands are quite low-key. Beijing Business Daily reporter survey found that local sports brands lack of football related product lines, the world cup is not cold, but also insiders believe that Adidas and Nike almost monopolize the world cup all the events and sponsorship, local sports brands nowhere to play, can only be reduced to the crowd. < /p >
< p > < strong > collective absence of local brands < /strong > < /p >
< p > Tmall has made 141 million yuan to become the all media partner of the CCTV Brazil World Cup "shooter list". Compared with the exclusive title of the CCTV World Cup "Brazil action" by Nike, the performance of the domestic sports brands is much lower than that of Nike. < /p >
< p > "Lining is currently focusing on the five core sports categories (basketball, running, badminton, training and sports life)." Li Ning Co said soccer is a popular sport in China, but it does not currently belong to the five core sports category of Lining. The world cup is all at once, and the local sports brand with the same mentality of Li Ning Co is very few. < /p >
< p > according to the Beijing Commercial Daily reporter, unlike previous sports events, the domestic sports brands are only watching the world cup and their enthusiasm for participation is not high. < /p >
Before P, PEAK had been sponsoring the Iraqi football team, but Iraq, which did not do well, did not enter the 2010 World Cup in South Africa. Liu Xiang, deputy director of PEAK public relations, said there was no sponsorship team this year. "The world cup is a major sports event, or has made some edge ball marketing." < /p >
< p > in addition to local sports brands are not cold to the world cup, foreign "non mainstream" brands are quite calm in the world cup. Japanese brand MIZUNO said that during the world cup, MIZUNO launched the latest color matching product of Wave Ignitus 3 products endorsed by Honda Keisuke. A new MIZUNO Basara football shoe series will also be launched. However, MIZUNO said that the main promotion in the Chinese market is running shoes. < /p >
Some p brands don't even bother to hit the edge ball. New Balance claims that there are currently only Performance and Lifestyle products in China. Because there is no product of the football series, there is no relevant product marketing during the "a href=" http://fz.sjfzxm.com/ "World Cup" /a. < /p >
< p > < strong > monopolized World Cup economy < /strong > /p >
"P > is different from the mentality of the onlookers. Adidas is full of expectations." this year's major sporting events will positively drive the sales revenue growth of the group. As the official partner of the FIFA World Cup in Brazil in 2014, Adidas will become the most exposed brand during the competition period, and Adidas is expected to hit a new high in terms of football category. " < /p >
< p > for businessmen, the exposure rate means everything in the world cup. But more and more light is concentrated on one or two brands. As the longest running partner in modern sports marketing history, Adidas has been working with FIFA since 1970. Last November, Adidas announced that it would continue to serve as the official partner, supplier and product franchisee of FIFA World Cup and all FIFA tournaments until 2030. < /p >
< p > Nike is the only match Adidas has in the world cup. In the Brazil World Cup, Nike sponsored 10 teams, more than Adidas sponsored 8 teams, Nike's "C" will fight against the signing of Adidas's Messi. Spain and Brazil will be the two most popular teams in the world cup. They will be playing in Adidas and Nike jerseys. These two sports brands in the World Cup "ball game war" is also worth competing for billions of dollars worth of football equipment consumer market. < /p >
< p > < strong > threshold is difficult to enter < /strong > < /p >.
< p > for the world cup, domestic sports brands are empty handed, lacking resources and products. In the view of Yan Qiang, a senior sports media man, the absence of domestic sports brands in the world cup has been the case for many years. Football marketing has a very high professional level, and there is not enough resources to produce associated status with the world cup, such as signing players and sponsoring teams. < /p >
< p > domestic sports brands want to refuse to welcome the world cup. Most of them throw a sentence, "no football related products". In Yanqiang's view, if you want to get a slice of the world cup, first of all, the basic products must be satisfied, but the domestic brands can not do so. "China's sports brand is not a real sports brand. Compared with Adidas, Nike and other world brands, it is not professional enough, fashionable, fashionable and competitive." Liu Xiang also said that China has no super soccer stars so far, and Chinese brands do not have good products, so the appeal in the international football market is far from enough. < /p >
< p > domestic sports brands have been busy clearing inventory after the fall of the Olympic Games in 2008, and are busy catching up with the wind. Insiders say that at least half of Hong Kong stock's six major sporting goods companies can no longer be regarded as sports brands, at the very least, they are leisure brands. Blindly caters to the market, leading to the swing of sports brand positioning, especially when Adidas and Nike are exploring the three or four tier cities in China, facing greater competition pressure. < /p >
< p > < strong > football > a href= "http://sjfzxm.com/pioneer/" > market < /a > how big is < /strong > /p >
< p > in the view of sports practitioners, as the world's largest sport, domestic brands are very concerned about football, but the football market is closely related to the whole football environment and football level in China. "In China, football is not the leading sport. As a superpower, China's soccer ranks more than 100 in the world, which basically represents the level of Chinese football and the level of China's football industry". < /p >
< p > in the eyes of the above people, Chinese football ten years ago is quite prosperous, and has experienced a period of low development. It has developed slowly and has shown signs of recovery in recent years. However, football venues and youth training system are all factors affecting the development of the domestic football industry. According to statistics, there are only more than 80 venues in Beijing and more than 3000 in London. "If you want to organize a match in Beijing, the venue is a big problem. There are too few places to play, and schools are not open. If we rely on individuals, it will not be possible to build a football field near the centre of the city at the present land price in Beijing. Even if it is built, not many people can afford it because of cost. < /p >
< p > Zhang Qing, the founder of the key sports consulting company, believes that at present, there are many people watching football in China, fewer football players, less football market share, and immature football fans. Liu Xiang said that from the Asian Championship's attendance rate, we can see that the potential of the domestic football market is still great. PEAK has reserves in the international and domestic football market, waiting for market opportunities to mature. < /p >
P, however, Yan Qiang said frankly, Adidas and Nike have proved that China has enough football products market, football professionalism is high, and domestic sports brands are not determined to play football. Until the so-called market matures, are there any opportunities for domestic brands? < /p >