Fiery World Cup: Chinese Textile Contributes Geometry? This Home Textile Company Supplies 300 Tons Of Jersey Fabrics.

It was ridiculed that in 2018 the Russian World Cup, except the football team did not go, other Chinese people have gone. Although it is a joke, there is some truth: just from the sponsors, compared with the world cup in Brazil 4 years ago, this year's Chinese sponsors jumped from 1 to 7. Now, over half of the race, the keen textile people must have discovered that the mascot, the Football Jersey and the business dress of the Organizing Committee of the Russian World Cup are all from the hands of Chinese spinning and weaving enterprises. "Made in China" can be seen everywhere.

World Cup Jersey order quality upgrade

An online survey of FIFA's official website for fans of past World Cup shows that 47% of fans will buy fans' fans. 41% of the fans bought T-shirts, 37% of them bought cheerleading hats, and 17% of them bought flags and scarves. It can be seen that the world cup is definitely a good card for marketing. It is very easy to play this pair of cards, but how to launch it is very challenging, and it can not guarantee that every enterprise will make full profits in the tournament economy.

This Russian World Cup, sponsored by China, is made in China, covering the official clothing of the world cup, the national team uniform, cheerleading scarves and wig, as well as fans clothing and national flag and other categories. The production area is also covered by many developed areas in Yiwu, Ningbo, Jiujiang and Dongguan.

How to organize production and improve product quality and competitiveness has become a threshold for China's sponsoring enterprises.

Hangzhou Fu De brand management company has obtained the authorization of the exclusive sales of the mascot of the Russian World Cup (except Russia), which is solely responsible for the pricing, production and sale of mascots. "This is the second time we have authorized the Brazil World Cup in 2014, and we plan to produce and sell 1 million World Cup mascots stuffed toys." So far, the World Cup mascot, as the flagship product of Fu De, has produced more than 100 batches, accounting for 70% of the total sales volume of the company, Li Hong said. Unlike the suppliers who were confined to Zhejiang in the last Brazil World Cup, this year, Fred organized more than 30 suppliers from more than 10 provinces and cities across the country through Alibaba to produce products on a fast and on-demand basis with online data, avoiding waste of products and ensuring timely delivery. "Whether it's a large quantity or a small order, you can find a receiving enterprise, and the quality of the product is more assured than that of the factory itself." Li Hong said.

As "two degrees" into the world cup business, 4 years ago, the official supplier of mascot in the Brazil world cup is also Hangzhou Fu De Brand Management Co., Ltd. "That year's world cup is just making a killing," Li Hong said, because there was no correct assessment of demand, so that the excessive production of mascot generated a lot of inventory. In the second years after the Brazil World Cup, Fred also took part in the mascot production of the European Cup, but because of too little stocking, the match had not yet started.

This year's Russian world cup makes Fred more sensible. The gold sales period of mascots is very short. When the World Cup starts, sales will decline and the market will soon cool down. In order to meet the needs of fans from all over the world in time, Fred combined with the strength and performance of various teams to organize production in order to store goods earlier. "As a supplier of the world cup, we must first become a football expert, anticipate the development of the world's football industry, have a definite aim in production, and avoid blindly placing orders." Li Hong said.

Adidas has been the main supplier of the World Cup teams. The Shenzhou group in Ningbo, Zhejiang, has been a permanent partner of Adidas. In the Russian World Cup, Shenzhou has produced nearly 46 fans and exported to more than 10 countries and regions, including Russia, Germany and Argentina. "The main sponsors of the World Cup team jerseys -- Adidas, Nike, Puma and 3 sports apparel giants are our regular customers. Because of the excellent quality of our products, the orders of the Russian World Cup have naturally fallen into our hands." Hu Yonghai, assistant general manager of Shenzhou group. It is understood that this group of fans on the traditional fabric quality indicators, highlighting the fabric's technology content, at the same time in the functional and environmental aspects of the efforts. It is reported that since last year, orders for fans of the world cup have been constantly on the way to Shenzhou. Due to the shorter delivery time, workers began to work overtime at the beginning of this year, and finally shipped on schedule at the end of April.

In fact, the earliest Chinese made world cup soccer tournament was in 2002. Some experts have warned that with the rise of textile and garment processing and manufacturing industries in Southeast Asian countries, more and more international enterprises are joining the market, and the market is becoming more and more fiercer. Therefore, enterprises need to take advantage of the competition economy to seek profits.

Custom dress becomes a highlight

In May 31, 2018, the emperor signed a formal contract with FIFA, a business sponsor of the Russian World Cup. The imperial card has also become the world's first official business sponsor of the FIFA World Cup. As a sponsor of the Russian World Cup Asian region, the imperial card can get a series of official interests such as exposure of events, billboards, LED big screen display, media interviews, background display, sponsorship ticketing, IP use rights and so on. At the same time, they have the right to use official data, image data and the 360 degree promotion service of the organizing committee.

However, the opening time of the Russian world cup is very urgent. "Signing our whistle does not mean that the value will shrink." Emperor Li said that the emperor has already launched a series of marketing strategies for the world cup. For this world cup, the imperial card has released 2018 sets of special custom suits. This series of products integrates the imperial business formal dress with the 2018 FIFA World Cup logo. "Every sponsored garment is hand sewn by a skilled tailor. Each garment needs three or four people to work together. All of them are made of general anesthesia linings and gold thread stitches. They are very collectible." Lu said.

Besides, for the Chinese brand sponsorship, the marketing cost of the world cup is high and the risk is great. Now the profit of the world cup supplier is not as high as before. "We started thinking a lot and we were hesitant. The emperor card is not a sports brand, and has no internal connection with football matches, especially the audience groups. Therefore, we have conducted in-depth research and evaluation before entering the Russian World Cup. Since it is a double-edged sword, we must play a double-edged sword. LV further pointed out that the current Chinese clothing brands are too single in marketing means, and in the field of business formal dress, more brands are obsessed with entertainment marketing. "We didn't go through this road, and the result was not good. Therefore, we began to" overtake "from the marketing of sports events.

In Lu's view, sports and formal dress are not incompatible, but complement each other. Many sports people need formal attire for all kinds of competitions, such as balloting ceremony, opening and closing ceremonies and activities banquet. Formal dress has made the perfect figure of athletes better displayed. Before the start of this year, many teams also shot their own uniform posters in formal dress. Coaches, trainers, and club officials are used to be called "uniform groups". They need to wear formal clothes all the time. "The imperial card will be more focused on sports, and our investment in sports marketing will account for 70% of the total investment." Lu said that the Russian world cup is only part of the enterprise sports marketing plan, and his goal has been aimed at the 2020 Tokyo Olympic Games, when the emperor card will be possible on the Olympic Games.

Gold content in technology is a magic weapon for cooperation.

According to the rules of foreign trade orders, orders for the 2018 World Cup in Russia are usually shipped before April. Reporters learned from the Chinese customs that the Russian world cup directly led to the rapid growth of the export volume of textiles and clothing exported to Russia in the first quarter of the year. Statistics show that in the first quarter of 2018, the amount of textile exports to Russia increased by 4.2% over the same period last year. The amount of clothing exports increased significantly by 14.57% compared to the same period last year; the export amount of clothing accessories increased by 46.66% compared to the same period last year; the export volume of caps increased by 38.81% over the same period last year.

Thus it can be seen that the competition economy has brought great benefits to the Sino Russian trade and trade of textiles and clothing.

Some experts have analyzed the reason why the export volume of Chinese enterprises in the Russian world cup has been greatly improved. The reason is that Russia attaches great importance to the development of heavy industry, the light industry is not developed, and basically relies on imports. Because of the close proximity and the advantages of the two countries' relations, there is a great market space for Chinese goods. Moreover, thanks to China's open policy and market diversification strategy, the economic and trade exchanges between the countries along the belt and road, including Russia, have increased significantly. However, it should be noted that although Chinese products are not far from geographically, the channels for entry are very limited, because most Russian retailers still supply the supply chain in Europe, America, Japan and Korea, and they attach great importance to brand value.

China's sponsorship of the world cup often depends on OEM and OEM. For example, several countries in the world cup, Germany, Russia and other countries have made jersey fabrics from a textile enterprise in Changxin, Zhejiang. The buyers are indeed two businessmen from Bangladesh. They are the heads of a garment manufacturer in Bangladesh. The clothing branch mainly produces sportswear such as Nike, Adidas, Puma and so on. To Zhejiang Changxin for the purchase. Fabric It is used for the 2018 World cup jerseys.

To this end, the Zhejiang Changxin textile enterprise should sample according to the samples provided by Bangladesh merchants. "They want fabrics to absorb sweat, and they must have some flexibility." The company's technical staff said that the company had studied quickly. raw material The first batch of samples was sent to Bangladesh, and after five or six revisions and confirmation, customer requirements were finally met. From last November to January this year, orders for 300 tons of jersey fabrics were delivered successively.

Thus, Chinese enterprises in the world cup sponsorship mainly stay in processing and manufacturing. How to make Sino Russian trade in textile and clothing more stable and firm? The most important thing is to create independent brands, improve technological content, attach importance to R & D creativity, and achieve high quality development.

Some experts believe that it is difficult to harvest without adhering to its own brand. market The power of autonomy and brand premium, and the low technology content, are also easy to be "grabbed" by other countries. Therefore, China's textile enterprises should ensure that goods conform to the local certification system, but also have after-sales support, while taking into account the interests of the entire value chain of the product distribution.