Sports Brand Hot Football "Money Scene" Considerable

The thirty-third China Sporting Goods Fair ended in Fuzhou on Monday. Perhaps the traditional exhibition project is uneventful, but many brands are keen on football "money scene", which makes this Expo a lot of attention.

Reporters learned from the exhibition site, not only

The senior brands such as XTEP, PEAK, and great bird and so on have been involved in the football field. Some new faces that are not known to the market, such as iron leopards and proud horses, have also highlighted the theme of football.

Under the policy dividend, the frenzy came, from sponsors, investors to material providers, investors from all walks of life, and they firmly believed that the spring of football industry has arrived.

 

In mid March of this year, the long-awaited "China football reform and development general plan" (hereinafter referred to as the "plan") was finally announced after the two sessions.

The plan will bring the development of football into the economic and social development plan, which indicates that the football market will become the leader of the new round of growth in China's sports economy. The Quanzhou enterprises with keen sense of smell will start to incorporate football resources into the key strategic layout. These changes are fully reflected in the sports fair which just ended the day before yesterday.

At the site of the fair, football has become one of the many exhibitors in the Fujian sports brand.

The great heat of this exhibition football project has made Quanzhou's companies focusing on the field of football more noticeable than Anta, XTEP, PEAK and other famous brands on display at the same stage. They are like "new faces", although some have been focused on more than 10 years in the field of football.

Reporter in

Zhang Jiameng, general manager of hi climbing sporting goods Co., Ltd.

The management of football equipment has been climbing for 11 years, and every year it will take part in the sports fair. Although this year there are many enterprises that are mainly pushing the football equipment, but for Zhang Jiameng, he has rooted in the football field for more than ten years, which gives him more confidence in his brand.

"We have always focused on the football industry, and we have been sticking to it for more than 10 years.

The so-called opportunity in Zhang Jiameng's mouth is just released in mid March this year.

With the help of the new era of national football, the Fujian has gone beyond the club.

Zhang Jiameng said that investment in football clubs, on the one hand, is based on brand promotion and marketing considerations, hoping to increase the influence of the brand.

On the other hand, because of their hobbies, I hope that Fujian can retain a professional football team to keep the football culture.

"We must continue to insist on what we should pay attention to in the future is how to make products better and better, and bring better products for fans."

He said.

Jinjiang Yuan Xiang weaving Garments Co., Ltd. is the holder of the Spanish sports brand KELME (Carle) in China.

The biggest highlight of Carle's Beauty Expo is the invitation of former international champion Li Jinyu and Xu Yang. Last month, in the shoe Fair held in Jinjiang, Carle was invited by another former international Li Tie.

With the help of several former international players, Ke Yongxiang, general manager of Carle, said confidently: "Carle is not just a football brand, but we hope to make it a Chinese brand with a dream of Chinese football."

In his view, with the help of these former players and the success of the pre market layout of the brand, Carle has gained significant results from the market in a short time.

In the exhibition area, the design of the iron leopard shoe booth from Huian is particularly innovative, and we can see its importance and intentions for this exhibition.

According to field personnel, iron leopard has 18 years of experience in foreign trade foundry, and has been a well-known foreign brand foundry.

This iron leopard first took football shoes as its main product to participate in the sports fair. This year, the football industry is very hot at the Expo.

The proud horse company from Jinjiang is a subsidiary of Spain's proud horse.

Proud horse is a stranger to the Chinese market. Actually, it is a frequent visitor of football sponsors. It can often be seen in the world cup and the continents cup.

In addition, in the field of Futsal, the proud horse products are also vivid.

The head of the horse show that the company is still focusing on product promotion in the Chinese market, but there will be marketing and brand promotion.

{page_break}

First line old brand layout of football industry

As a matter of fact, Quanzhou sports brand has already been laid out in football field a few years ago.

At the site of the Expo, XTEP's display of the Villarreal's equipment will occupy a striking position.

XTEP vice president Ye Qi told reporters that XTEP's investment in football is not the trend of the hot soccer industry. Five years ago, XTEP was already starting its layout in the football field.

As early as 2010, XTEP sponsored the Premier League Bermingham club, becoming the first sponsor of sporting goods in the Premier League, and helped Bermingham win the FA Cup in that year.

Then in 2011, XTEP joined the Villarreal Club of Sijia, becoming its 2011-2016 year exclusive equipment sponsor and official technology sponsor.

In the same year, XTEP also became a sponsor of the Chinese University Football League.

Ye Qi believes that XTEP's past two strategic lines in football are very clear. On the one hand, it is sponsoring the five major league teams, enhancing the brand image through the high-end events, accumulating the experience of international high level tournament cooperation; on the other hand, sponsoring the College League matches and other campus events, affecting the youth market and cultivating the future market.

Ye Qi said that in the past few years, the investment of enterprises in football field has been trial input, and now the new football plan is in the process of brewing.

Speaking of the sponsorship of the football project, PEAK's bit pace is even earlier.

As early as in 2007, PEAK sponsored the Iraqi football team. In that year, the war ravaged team created a miracle in the Asian Cup.

Today is the eighth year PEAK has joined hands with Iraq. Iraqi football can achieve amazing results both in Asia and around the world.

In addition, in recent years, PEAK has insisted on continuous action in football, and then sponsored the Shanghai Jobon football team and the Australian mariners, and then joined the Liaoning team of the Chinese team to run the green field, and helped the Kyrgyzstan national football team to fight at the Asian Games in 2010.

In early 2010, PEAK launched the youth development plan and planned and constructed youth sports development step by step.

PEAK signed a cooperation agreement with the international sports agency Pan Pacific Intl (Pan Asia Pacific) to send young Chinese players to Europe and North America.

In the near future, another veteran sports brand in Quanzhou is also joining the football camp.

Just last month, Limited by Share Ltd released the A share listing, saying that it had signed the letter of intent to invest 20 million euros to invest in THE BEST OF YOU SPORTS, S.A. (referred to as BOY).

The main source of BOY revenue is player service and club service.

The two Madrid companies have signed 100% agreements with BOY.

This company is at the top of all 500 brokerage firms in Spain.

According to introduction, many of BOY's management teams are managers of the former Real Madrid club.

Many players in the BOY service are active or former Real Madrid players.

In addition to Real Madrid, the announcement said that BOY also had contacts with famous clubs such as Chelsea, Arsenal, international Milan, AC Milan and Monaco.

For this time, the official office of the State Council has issued the general plan for the reform and development of Chinese football, which is a national strategy to respond to "going out and bringing in".

In the future, BOY will train China's young players to Europe for training, and deliver outstanding players from the Super League to the European mainstream League.

Because the football industry is a huge sports consumption potential and development space, the company has identified the football industry as one of the key development directions of sports industry, and will comprehensively layout and further grasp the limited sports industry resources.

{page_break}

Investors from all walks of life are eyeing policy dividends.

Publicly available data show that the annual output value of the global soccer industry exceeds 500 billion US dollars, accounting for over 40% of sports output value, which is called "the seventeenth largest economy in the world".

There are more than 1 billion 600 million fans in the world and more than 300 million Chinese fans.

It can be imagined that the 300 million fans will be supported by a huge industrial chain from the operation of the club, the relay of events to the training of young people, and so on, which provides tremendous opportunities for the enterprises to invest in football.

Some analysts pointed out that China's football industry is expected to usher in blowout development in the next 4-5 years.

According to China's sports industry 2 trillion yuan market space calculation, the industry's imagination of the football industry is at least 800 billion yuan scale.

Lei Jun's famous saying "as long as standing on the draught, pigs can fly" inspired many entrepreneurs, but waiting for the wind, but it is a matter of patience and wisdom.

As Zhang Jiameng, general manager of hi climbing, said, he has been adhering to this development for more than ten years.

Many businessmen believe that the spring of the football industry has arrived.

"It has not been a lot of football industry in China, but with this policy, it will surely attract many brands to rush to the market."

Zhang Jiameng believes that Quanzhou is a sports shoes production base, has great advantages in the industry chain, and has a high demand for professionalism. I believe that the sporting goods industry in Quanzhou will do better football products in the future.

Ding Shuibo, President of XTEP group, is also full of confidence in the football industry. He believes that the bonus of the new deal for the football industry will help sports brand develop new market "blue ocean".

"We used to do more life products, but in terms of professional equipment, there are many different requirements in terms of its functions, comfort and so on.

Our main experience is, first, we need to improve our understanding of products, and second, we need to accumulate experience in competition.

Ding Shuibo said that after deciding to invest in football, XTEP first sponsored foreign events. Another reason was that the domestic football environment was not very good at that time.

"At that time, you couldn't touch the situation at home (football), so you chose to layout in another direction.

Now we have waited until the leaders of the country have decided on football development. We think this is really a very big market. "

He said.

In recent years, with the increasing attention from top to bottom to the football industry, China's football development has ushered in an unprecedented opportunity. The Chinese Super League has gradually entered the world top league from input to attendance.

In the 2015 season, there will be five "500 million clubs" for the first time in the Chinese Super League, and the first 100 million clubs will appear in the lower level middle league matches.

The "money scene" of China's football industry has been on the rise for a while.

Taking Guoan Football Club in Beijing as an example, the price of casual tickets in the 2015 season increased significantly compared with the previous few seasons, of which the lowest fare was 100 yuan, double the 50 yuan of last season.

At the same time, the price of the national security team's annual card ticket also showed a small increase. In the front of the industrial gate, a spectacular National Security Street has been formed, which is surging "green" and selling various souvenirs related to national security.

Not only in Beijing, Guangzhou, Shanghai, Harbin and other places have also formed a fairly large scale football culture industry.

There are also many listed companies in the Shanghai and Shenzhen two cities who benefit from football. The statistics show that over half a year or more in the football stocks market is more than 100%.

In addition, benefiting from the reform of the income distribution mechanism of football matches, soccer TV broadcasting will also introduce the market competition mechanism, and the income of future football matches and TV broadcast income are the main source of income.

There are various indications that the football industry is entering the golden age of development. The huge commercial potential it will also be gradually digested and digested by the capital market. The characteristics of huge industrial space, wide coverage of industrial chain and numerous fields will enable participants and competitors to share the dividends of the times. The sports brand of Quanzhou has taken the lead in taking action.