Brazil World Cup And Shoe Companies Marketing That Thing.

The most important player in the world cup is the domestic sporting goods business. Their strategy is simple: find the most famous stars and wear their own brands. clothes and shoes On the most dazzling stage, let the most people see. Such as famous brands in China, such as Adidas, Nike, Puma... They are "frequent guests" in the world cup.

　　 361 degrees to the world cup.

For the onlookers' domestic brands, 361 degrees is considered a brand of "doing something" during the world cup. 361 degree external said that the plan set up 10 representative offices in Brazil, and set up storage centers in new Hamburg City, Dezhou, South Korea. The first batch will launch 150 kinds of sports to the Brazil market. clothing Products. 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. It is expected that the Brazil market will start running from July.

Brazil not only holds the world cup this year, but also hosts the Olympic Games in 2016. Data show that over the past 15 years, the Brazil sportswear market has increased by 8% annually. Even if there was an economic crisis in Brazil four years ago, the sporting goods industry still showed growth momentum. Not long ago, Puma announced that it would increase investment in the Brazil market. It is foreseeable that Brazil will become the gold rush for sports brand when two major events are added.

　　 Adidas as an official sponsor

Messi is the main force of the world cup Argentina team and the 4 FIFA Golden Globe winner. He has a good command of the ball and speed is his greatest characteristic. Of course, he has won many bonus points. And his team in Argentina is also considered to be better than the previous one. Bloomberg's survey of 171 global economists in ~6 May 29th showed that 26 economists were optimistic about Argentina's winning the championship, ranking behind Brazil and Germany. More economists think Argentina can be runner up. Goldman Sachs even accurately predicted that Argentina will lose to host Brazil in the final of July 13th in 1 to 3. In the world cup, Messi and his teammates are equipped with a full range of equipment, which is provided by sports brand Adidas (adidasAG).

In response to the characteristic of Messi's fast running, Adidas made F50 shoes for him and put on his own color. F50 is a lightweight sneaker designed for speed players. For the world cup, Adidas did more than that.

As the official partner of FIFA, the official ball Brazuca of the world cup is sponsored by Adidas. In addition, it has sponsored 9 teams, including the last champion Spain, the Asian champion Japan, the African champion Nigeria and, of course, the German team.

Paying the players to wear their shoes, pay the team to wear their jerseys, and pay the tournament to use its balls, are the first strategies used by Adidas, which have not changed in the past 66 years. Of course, the cost behind this is huge. Adidas has been a sponsor of FIFA since 1970. Last year, the cooperation agreement between the two sides was extended to 2030. Peter Allman, a sports marketing consultant in Cologne, Germany, told the media that the sponsorship needs to pay about $70 million every four years, Peter Ohlmann. The cost of sponsoring the team is close to 400 million dollars. Of course, these inputs have indeed made Adidas fruitful.

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"Last year was actually a very interesting year," Fan Yifeng, manager of football category in Adidas China, told first finance. "From the football market, the past trend is that when there is a competition year, business turnover will go up. But last year was our first time. From the global point of view, Adidas's soccer has increased in a non tournament year, which is very encouraging for us.

Although Adidas did not announce its football revenue last year, according to Peter Allman's estimate, the company's soccer revenue last year was $2 billion 400 million. Last month, Adidas reported a 27% increase in its football revenue in the first quarter. Herbert Hainer, the company's CEO, made a commitment to earn 2 billion euros (US $2 billion 700 million) in football business this year.

　　 XTEP's "love" Carnival feast

XTEP is committed to creating a World Cup Carnival for Chinese soccer fans. XTEP focuses on the theme of "endless Carnival". With the TV, new media (PC terminal and mobile phone end), terminal stores and university football match platforms as media, a massive XTEP World Cup integrated communication is spreading.

According to the introduction, since April 15th, XTEP has launched the "TVC -7" advertisement on CCTV and satellite TV. From May 12th, it will launch the "terminal Carnival XTEP table soccer competition" terminal promotion campaign in XTEP's 913 stores. In May 30th, on the 15 th of March, it will carry out the "no place Carnival - XTEP Super Fans" consumer interaction activities at the PC end and the mobile phone terminal. At the same time, it will carry out a campus Carnival PARTY for college students combining the XTEP university football league matches and the XTEP University five player soccer league tournament two events resources.

　　 "Nike can do great things".

However, like all the wonderful football matches, Adidas also has a strong opponent. Nike (NIKE, Inc.) was involved in the football field in 1994, but it also longed for football. Nike is not a sponsor of FIFA, but it sponsors 10 teams, even more than Adidas. The host Brazil team is wearing Nike's robe, while Portugal national team leader Cristiano Ronaldo (C Luo) is also wearing Nike sneakers. Nike is skilled in marketing. Without mentioning the "FIFA World Cup," you can also know that this is a major event. And this way of promotion will even give people a sense of "one family alone". "Small money can also do great things", which may be the strategy of Nike.

Nike is currently the world's largest sportswear manufacturer, with a sales revenue of US $25 billion and a market share of 17%. Adidas is the second largest producer with a sales revenue of US $20 billion and a market share of 12%. If the market share of the two companies' football products is added up, it will be much higher, with a total of 70%. FIFA data show that 300 million people play soccer all over the world. The official statistics of the 2010 World Cup in South Africa averaged 188 million 400 thousand per game. In the final showdown between Spain and Holland, 996 million viewers worldwide watched the TV broadcast of the World Cup finals for at least 1 minutes at home, and the number of viewers would be over 1 billion if they were watched online and in public places. More than 3 billion 200 million people watched the live broadcast of the world cup at least 1 minutes. This is a huge market.