Sports Brand In China: Planning Is Missing And Marketing Is Disconnected.

In addition to PEAK and Lining, who sponsored Finland, Lining, the rest of China's sports brands were absent from the basketball event which is not very high. The conservative idea of "exporting to domestic sales" is still a dilemma for its global development.

From Barcelona Division

On that day, the FIBA opened a promotional area for the men's Basketball World Cup sponsors outside the empty square outside the St Georges palace gymnasium.

This is a must for fans to enter the stadium, and also a temporary stand for PEAK sports.

In the spare time before the games, many curious fans went into the tent room, which covers more than ten square meters.

In this world cup lacking the Chinese men's basketball team, PEAK is almost a handful of Chinese elements around the Spanish court.

Despite the pace of opening up the European market as early as two years ago, PEAK's business scope in the new world is still limited to a very small number of countries such as France and Germany.

Even in Barcelona, where the trade is well-developed, it is hard for people to find their tracks again if they are far away from the stadium.

The disconnection between market development and sponsorship has made PEAK's attempts to "ask for directions".

What is even more embarrassing is that despite the fact that PEAK and Lining, who are sponsoring the Finland team, have missed all the basketball events that are not very high. The conservative idea of "exporting to domestic sales" is still a thinking dilemma that hinders its globalization.

Marketing is out of touch.

Compared with the sponsorship fee of hundreds of millions of dollars in football World Cup (hundreds of millions of stores), the official sponsorship threshold for men's Basketball World Cup price of 6 million euros is not high.

However, due to the lack of attendance and audience ratings, its brand promotion effect is limited.

If you want to make every effort to use every part of your sponsorship expenses, you need not only the determination to open up the market, but also the long-term plan of combining publicity and marketing, and Nike (Nike store) is a typical example.

Two years ago, Nike grabbed the sponsorship of the Spanish men's basketball team from Lining's hands and allowed the unofficial sponsorship brand from the United States to host the world cup as host.

During the competition, all the Nike stores on the streets of Barcelona put the two top Western Jersey shirts in a prominent position.

Thanks to the liberal copyright protection policy of the FIBA, some stores also put their official poster on the side of the glass window with ulterior motives, all of which remind people of their close ties with this world-class basketball event.

For this reason, compared with PEAK, who did not take too long in Europe, Lining, who joined the Spanish men's basketball team in 2004, is even more regrettable.

As the first batch of sports brands to go abroad, Lining's marketing in overseas markets has always been immature.

Whether investing in the Spanish League (micro-blog theme) football league for many years, suddenly refocusing the marketing emphasis on basketball, or separating from its national team on the occasion of Spain's upcoming Basketball World Cup, is a reflection of its inadequate marketing planning.

In the eyes of many people in the industry, it is precisely because the strategy can not fit the market realities, which has led to its current slump in overseas markets and huge inventory that is hard to consume.

In fact, even though Lining still has the sponsorship contract of Spain's men's basketball team today, with only 2% less overseas market share and outdated business philosophy, it is still hard to stir up the new stage of the men's Basketball World Cup.

"Export to domestic sales" is still a predicament.

Although Lining's overseas expansion has long been a failure, now PEAK is just beginning, but the two sports brands, which topped the list in the country, at least do not lack the ambition of developing larger markets.

At the time when China's Broadcasting opportunities plummeted due to the absence of the Chinese team, the collective absence of the other brands reflects the inherent idea that the domestic market is still stuck in the "export to domestic market".

During his NBA campaign, Yao Ming won the sponsorship contract of over 20 Chinese manufacturers at that time, thanks to the widespread media exposure in China.

After the retirement of Yao Ming, with the focus shift of domestic broadcast media and news media, these enterprises chose to quit, leaving only Zhongxing family.

Even now PEAK has achieved some success in the US market. Apart from signing with French star Parke (micro-blog), most of the other sponsors are concentrated on a group of rocket veterans who fought together with Yao Ming, such as Battier (micro-blog), to curry favor with domestic fans.

Similarly, other tournaments which are very influential in the world but are favored by the market in China can always get the cooperation of Chinese brands. The 361 degree support for the World Curling Federation is the best proof.

In addition to the low cost of sponsorship, this reflects the excessive dependence of most Chinese enterprises on the domestic market and the resistance and conservatism in exploring overseas markets.