Clothing Enterprises Increasingly Fade Out Of World Cup Marketing

< p > four annual fan feast, the most anticipated global sporting event - 2014 World Cup in Brazil opened on the 13 day. At the same time, the edge of the brand communication and marketing of football field has begun.

Quanzhou a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > enterprises have always attached great importance to all kinds of sports marketing, for example, the real estate platform has been famous overnight.

However, the success can not be duplicated. The big event marketing seems easy to handle, but it is difficult to really launch. In the face of the Brazil World Cup, Quanzhou clothing enterprises are becoming more rational.

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< p > < strong > > unique > /strong > /p >

< p > < strong > "bite" World Cup < /strong > /p >

< p > for the world cup, the company seems to have a special complex. For 12 years in a row, it can be described as "holding the green hills not to relax." in the case of the majority of Quanzhou clothing enterprises watching the "light" World Cup marketing, the persistence of the power fighter is unique.

It is understood that as the most concerned about the hot spot communication events of RBA, the brand communication and marketing plan of the Brazil World Cup was launched in 2013.

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< p > an important step is that before long before the World Cup advertising resources bidding, Jin Ba took a huge amount of money to win the favorite live broadcast advertisement resources in advance, and seized the opportunity in the contention of the core resources of the brand communication.

According to the relevant personnel of the brand management center of Jin Ba, in order to enable the advertisement to launch the "air strike" in the terminal to achieve landing, it also specially organized the elite research and development team. In the summer products of 2014, it specially added the "green Samba" series of football elements and Brazil customs, and integrated the business leisure and sports passion.

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< p > it is understood that since 2002, the world cup has been the focus of attention of the strong men's brand communication.

In 2002, Jin Ba invested 9 million 200 thousand yuan to join CCTV and won 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 > curve enters Brazil stadium < /strong > < /p >.

Compared with "P", as a rising fashion show, the curve of Wolf Road < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > appears to be "gentle breeze and drizzle" in Brazil.

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P after the opening of the world cup, after more than 40 hours of air travel, about more than 19000 kilometers trudge, Wolf Road costumes Brazil World Cup ambassador and sports correspondent Wang Yong arrived in St Paul before.

The frontline reporter, dressed in wolf's brand special clothing, is different from thousands of global sports journalists in Brazil.

This dress is made of a large graffiti printed T-shirt with a blue and plain primer tannin, a red T-shirt printed with wolfzone, and a wolf brand founder Liu Yiqun "617" of "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "code, red and yellow are striking.

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< p > Wolf Road entered the football World Cup in this form and entered the eyes of millions of Chinese people.

Liu Yiqun, chairman of Wolfe Road, said in his micro-blog: "the world cup tells us that Brazil is behind 1 goals and can go back to 3 goals.

The true strong person is only the effective time problem, the key is that you have the strong heart strength and the belief! The football is so, the business is also the same.

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< p > < strong > sports marketing is a double-edged sword < /strong > /p >

< p > despite the insistence of the strong fighter and the ghosts of Wolf Road, Quanzhou's clothing enterprises are generally indifferent to the marketing of the world cup.

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< p > "we are not a sports brand, and there is no internal connection with football matches, especially the audience groups are quite different.

With the development of brand marketing and the maturity of the consumers, the marketing value of the world cup has been greatly weakened.

Talking about why not participate in the Brazil World Cup advertising feast, Hu Chengchu, vice president of Li Lang said.

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< p > and once upon a time, Quanzhou clothing enterprises are the leading players in the world cup CCTV competition.

It is understood that in 2010, the world cup in South Africa, nine Muwang invested about 30 million yuan, and the average advertisement cost per game was 20 thousand yuan per second.

Seven wolves also spent tens of millions of yuan in 2002 to name "super team" and other columns, and chose "World Cup news set" and other advertising projects.

Fujian's new faces such as Sydney, SEIA, and the Great Empire also seize the opportunity to debut in the world cup.

But this year, the vast majority of Quanzhou clothing enterprises, including seven wolves, nine Muwang and Li Lang, have chosen to fade out of the world cup marketing.

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< p > Sports < a href= "http://www.91se91.com/news/index_c.asp" > marketing < /a > is a double-edged sword. High cost and huge risk can not guarantee that every enterprise will stand out in the competition marketing without smoke.

The main significance of the world cup for enterprises is to enhance brand value, but this takes time and persistence.

The world cup is definitely a good card for marketing. It's easy to play this pair of cards, but how to play it is very challenging.

Famous scholar Liu Weiyi said.

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