Sports Brand New Performance Growth Point Appears Domestic Brand Runs Ahead Of Nike.

In November 3rd, in the final match of the 2018 heroes League finals (S8 finals), iG won the championship by 3:0 in victory over the European team FNC. This is the first time since the birth of the League of heroes, China has been on the podium of the finals of the world finals.

IG won a record victory on S8, which made the brilliance of the competition once again enter the mainstream field of vision after the Asian Games in Jakarta. At the same time, it indicated that the scale of the new sports competition has already become.

Nike, who entered the Chinese market in the early 90s, relied on helping Chinese basketball development and successfully made a world in the Chinese sports shoes and clothing market.

Nowadays, as a newly rising sports event, the competition with the same era of basketball has attracted the attention of the major sportswear brands.

In March 14th of this year,

The group held a press conference in Hongkong, officially announces the strategic planning of group competition, becoming the first Chinese sports brand to start the systematic operation of the competitive strategy.

Conference site,

Announced the deep cooperation with QG Club of China's famous championship competition team, and released joint sports apparel and accessories products with QG.

Then, in 2018, the Jakarta Asian Games took the e-sports as a performance project. The China electronic competition delegation won 2 gold and 1 silver in the AOV, the League of heroes and the Royal war.

As an official partner, this summer is hot.

Three months later, the Under Armour Andrea and the KPL "King glory" professional league were authorized to cooperate with the originator of the American functional sportswear, and the "UA x KPL" joint T-Shirt was launched.

Although the KPL professional league watch group is smaller, the joint venture sales volume is still quite gratifying, and the two sides will renew their cooperation smoothly. UA has also found a new social bond outside basketball.

In the first half of October, this year, it was unveiled in New York fashion week, and Lining was following the "retro Chinese style design". During the S8 (2018 League of Heroes) global finals, Lining and the EDG Club of China's LPL (heroes League) professional league reached a joint venture, becoming the S8 official partner of the latter's hero League, and produced a video program called Empression to show the deep cooperation between the two sides.

Just a few days after Lining and EDG official cooperation, NIKE, the sports brand giant, announced that the new "DRIBBLE DRIBBLE" T-shirt was cooperating with another household appliance champion RNG Uzi. Uzi could be called the first person in the field of NIKE.

Surprisingly, RNG, which was valued by countless players, was early in the S8 finals, but it was iG who won the championship in the end.

There are indications that the golden age of sports apparel brand sponsorship competition has arrived, as young people like sports, sports.

The brand entry game is conducive to expanding the larger youth group and helping the brand to usher in a new round of growth.

Why does the competition industry have such a huge potential for development? For this reason, China apparel network has summarized the following reasons:

First, policy support.

In 2016, the NDRC clearly pointed out that under the premise of good protection of intellectual property rights and guidance for young people, enterprises should be the main body to organize national or international E-sports games.

The sports industry development "13th Five-Year plan" issued by the State General Administration of sports stated: "focusing on sports events such as ice and snow, mountain outdoors, water, automobile and motorcycle, aviation and electric sports, and so on, we will guide the development of fitness and leisure projects with consumption guidance."

Second, attracting visitors' enthusiasm for a long time.

The final time of E-sports matches is usually more than 3 hours, far exceeding the live time of traditional sports events such as football, baseball, basketball and so on. It is the most successful factor for the development of E-sports in recent years.

For example, in the final match of the 2018 heroes League finals (S8 finals), the fighting temperature of the game was over 10 million on that day. Before October 28th, the iG zero seal G2 competed for the championship, and the tiger's Live Room exceeded 40 million.

Third, compared with the traditional sports industry, the audience target group of the competition competition is clearer, the competition marketing is more accurate and the cost performance of sponsoring and advertising is higher.

In 2017, the cumulative number of people watching the LPL was 10 times that of the Super League (China Football Association Super League) and CBA (Chinese men's Basketball League). According to the 2018 sports industry report released by PWC, E-sports has replaced football as the most potential growth item, and it is the only item that all sports industry leaders agreed to need to focus on.

According to the report released by SuperData, the total value of the global competitive market has reached US $1 billion 500 million by the end of 2017, and it is expected to grow to US $2 billion 300 million by 2022.

At the same time, more and more brands are trying to cut into this growing market.

Electric competition is favored by sportswear brands because of its massive fans and traffic. But as a new industry, competition is developing rapidly. The timeliness of the live broadcast makes every day a new trend.

(author: Yun Qiao)