Domestic Sports Brand Positioning Is Not Clear About The Cross-Border Marketing Of World Cup

< p > 2014 became the sports year. The 4 year's "a href=" http://sjfzxm.com/news/index_f.asp "World Cup < /a" began the world scale publicity campaign after the end of the last session. This year, it returned to the world soccer town Brazil because of the world cup, and it drew the attention of the world.

Recently, the 2014 World Cup in Brazil occupied almost all the living space of the people. The reports of various media, the bombing of various kinds of advertisements and the topics between friends and colleagues, whether active or passive, are true fans or pseudo fans.

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"P > every major international sports event, cross-border topics are always around, and it seems that the 2014 Brazil World Cup crossover is more mature, more high-end, and more scientific and technological.

For example, the craziness of the gaming industry, the further strategic attack of smart phones such as mobile phones, food, beverages, pport products and so on, let alone a lot of more humane "standard".

"Big world cup is not important, big 50 percent off is more important", "June 13th, the beauty of the World Cup" and other ads are everywhere in the Beijing subway. The beauty of the movie stars' curvaceous "apple" picture is unforgettable.

The world's major TV channels and languages are broadcasting the world cup dynamics. The influx and attention of fans from all over the world form the most solid foundation for cross-border business opportunities.

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< p > > a href= "http://sjfzxm.com/news/index_f.asp" > World Cup < /a > always "others' World Cup", which has always been the helplessness of Chinese people, and has always been the lost place of China's clothing industry.

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< p > World Cup is not only the battlefield of the team, but also the battlefield of sports brand.

On the Internet, all the teams in the world cup are eye-catching, and all kinds of comments are full.

At the first time, the official WeChat also summarized the jersey of the 2014 World Cup soccer teams, such as Brazil, Argentina, Italy, Spain, the United States and France.

Each team's jerseys are designed to maximize their own style and spirit of sportsmanship, and are sponsored by internationally renowned brands.

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Below P, the Chilean football team uses the famous sports brand BROOKS of the United States. The Honduras team's JOMA is the Spanish fashion sports brand; England team uses UMBRO, has the 90 year history international famous brand UMBRO is the British soccer clothing manufacturer; Germany's equipment is German brand Hugo Boss......

Nike, Adidas and Puma are the three mainstream sports brands of the world cup.

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< p > sportswear brand has always been an important highlight of major international and domestic sporting events. It represents not only the considerable economic income, but also the honor of a country.

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< p > netizens posting asked: are these made in China? Without accurate statistics, I dare not guess. But if these brands can be made in China, it is indeed the dream of every Chinese.

China is a big country of garment manufacture in the world. It should have a large number of clothing market in the world cup.

However, this is not the case.

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< p > China's sports brands are also numerous, including Lining, Anta, 361 degrees, XTEP, PEAK, Hongxing Erke and so on dozens, hundreds of, but can enter the international sports market but not many.

Judging from the major sporting events in recent years, many brands are fading away. Many brands only sponsor regional events, ranking gradually behind, obviously less than the previous years.

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< p > some people would say that, influenced by the international and domestic economic downturn in recent years, the movement to the domestic sports brand has shrunk, shortening the sales chain, reducing the number of shops, and even substantially reducing staff.

But it is undeniable that these international sports brands are also suffering from the global economic crisis.

And these brands have gone through the wind and rain, many decades old brand, unlike many sports brands in China "flash in the pan".

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< p > I think the reason is that the positioning of our sports brand is not clear, the threshold of national certification is low, and there is a lack of a scientific and systematic certification.

The result of a mixed crowd is that "the general" is not a world-class brand.

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< p > > secondly, < a href= "http://sjfzxm.com/news/index_f.asp" > Sports < /a > clothing itself is the product of the combination of traditional and modern technology and capital, while the domestic clothing industry is always beset by technology and capital, and sports brand exists in natural defects, such as design, function and concept.

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< p > again, China's sports brand has not formed its own unique thinking in marketing strategy, and has always followed the traditional clothing marketing channel and mode. Inertia makes it difficult, and the brand marketing ability is poor.

At present, many sports brands still linger on the edge of civil and sports use, and do not form cross-border marketing capabilities.

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< p > moreover, the ability to cross border is relatively poor, and the ability to integrate with intelligent electronic products such as technology, emerging network technology, cell phones and so on is relatively weak.

For example, with the recent years of surging electricity providers, combined with emerging sports games, and other sports products cross-border "ride" cooperation, there is a big gap.

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From P to more, from big to strong, from domestic to international, from manufacturing to creating, from single to cross-border, there is no doubt that China's sportswear brand still has an unusual way to go.

In the eyes of one thousand people, there are one thousand world cups. I hope to start from the 2014 World Cup in Brazil. In the eyes of fans all over the world, the Chinese sportswear brand is also an integral part of these one thousand elements and grows up with the world cup.

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