World Cup Triggers Sports Craze, Domestic Brand Pformation, Advertising Mode

< p > the sporting goods industry is one of the most direct beneficiaries of the Brazil World Cup.

With the opening of the world cup, the marketing war between Adidas and Nike has caught the eye of countless people.

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< p > as the four year sports feast, the world cup is undoubtedly a huge display window for displaying the brand and product image of the sports brand, and it is also a good marketing opportunity to deepen the contact with consumers.

Although many domestic sporting goods companies do not have the strength of Adidas and Nike, they do not want to miss them.

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< p > < strong > foreign investment keen sponsorship team < a href= "http://www.91se91.com/news/index_c.asp" > Star < /a > /strong > /p >

< p > the world cup is a real competition for sports brand.

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"P" this world cup, Nike and Adidas became the main force in the world cup competition, and Puma was the dark horse that was killed halfway.

As one of FIFA's 6 global partners, Adidas has not only continued to invest heavily in becoming the official sponsor of the world cup, but also sponsored 9 teams including Spain and Argentina.

Adidas, which always eyed Adidas's traditional strengths in football, although it still did not become the official sponsor of the world cup, but through its 10 teams, including the Brazil team, provided jerseys for the first time.

In the scramble for first class stars, Nike is pressing Adidas with great strength.

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In addition to the two giants, Puma was also eye-catching in the world cup, sponsoring the New Jersey of 8 national teams, including Italy, and producing the first jersey with breathable adhesive tape and tight fitting technology at the same time.

In addition to the Jersey, ball a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > has become another battleground competing by many brands.

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< p > < strong > domestic brand pformation marketing mode < /strong > < /p >

Compared with P, domestic sports brands quietly change the traditional patronage marketing method, but focus on the concept of world cup to hit the edge ball, and compete for the world cup's "peripheral Games" through promotional activities such as ball blouses, cultural shirts and launching new media marketing.

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P, XTEP's head of public relations, told reporters that XTEP did not get the identity and resources of the sponsors and did not directly support the relevant teams and players because the world cup was the top event in the world.

But in the whole second quarter, XTEP is still focusing on the theme of the World Cup "no place to be Carnival". It is a media that integrates television, new media, terminal stores and college football matches.

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Liu Xiang, deputy director of PEAK public relations, said to the media that PEAK is no longer sponsoring teams and players in the world cup. Instead, it sponsors CCTV reporters' a target= "_blank" href= "http://www.91se91.com/" > dress "/a" through advertising, and promotes publicity.

During the world cup, PEAK will do some football culture in the terminal store. Besides, there are some T-shirt products including football elements.

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< p > Anta, through the combination of casual T-shirt and casual shoes, has cut into the general fan group. At the same time, it has also launched a professional training football suit to promote the technology experience of the product.

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< p > < strong > sporting goods targeting Brazil market < /strong > /p >

< 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 > take the small commodity city (600415, stock bar) Yiwu as an example, from the beginning of this year, the world cup related product export ushered in a long harvest season.

According to Yiwu customs statistics, from 1 to May this year, the sporting goods exported to Brazil by Yiwu customs were 2 million 780 thousand US dollars, an increase of 42% over the same period last year, much higher than the average growth rate exported by Yiwu customs during the same period. The Brazil world cup has obviously promoted the export growth of Yiwu's small commodities.

Among them, the most representative ball game items, such as soccer balls, were exported by Yiwu customs for 1 million 480 thousand US dollars and 740 thousand US dollars, up 36% and 24% respectively over the same period.

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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.

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"P", "from last year, the sales of jerseys and sports shoes began to increase significantly in the markets that exported to Brazil."

Ke Zhaohui, head of binglu Shijia import and export company, said that the import tariff reduction of Brazil last year has also contributed to the development of the "World Cup economy". The company will take advantage of the opportunity of visiting Brazil to visit local customers and explore more business opportunities.

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< p > < strong > depth < /strong > /p >

< p > < strong > reshuffle of sports goods industry < /strong > < /p >

Prior to the world cup, sporting goods manufacturers began to vigorously promote the P, hoping to further expand their brand influence through the easterly wind of the world cup.

In recent years, the domestic sporting goods brand has been stabilizing the domestic market, and has begun to emerge in various international sporting events.

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< p > the sporting goods industry, which was deeply trapped in "high inventory" and "closed shop tide", has begun to gradually recover after a series of shuffling and adjustment.

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< p > "the world cup is the 4 year sports event, which is almost the most watched event of earth Haruki."

Huang Wenjie, executive chairman of Guangdong Association of circulation business, told reporters in Nanfang Daily that the world cup marketing is a good opportunity for enterprises to improve their visibility and exposure.

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< p > but Zhu Qinghua, a light industry researcher at CIC, thinks there is also some risk.

The ring of the world cup is too big, and there are many enterprises and brands involved in marketing. If the domestic sports brands lack clear strategic planning in advance, only invest money and do no rational choice of marketing way, it is very likely that the marketing cost will be "floats" and "lost the lady again".

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