IG Jersey Monthly Sales Of Millions Of Lining, Nike Also Layout Electric Clothing So Promising?

With the development of the competition industry, many fashion brands have begun to have interest in the competitive clothing market recently. The US movement trend clothing brand Champion will launch special competitive clothing in Japan. The new competition strategy will be announced at 361 degrees, and the QG club will be signed. Nike chooses Uzi as its brand spokesperson, and then to the recent acquisition of Snake competition club by Lining.

What is E-sports?

Before watching the relationship with the clothing industry, many friends who are not concerned about it may not know enough about "E-sports". You can see it as an electronic sport.

In recent years, this term has gradually been recognized as a professional "competitive sport" from the game of bad children.

Like athletes sweat on the playing field, this is a sports game that reaches the "competitive" level.

Many people are concerned that E-sports is the champion of the S tournament, the champion of the Wang Sicong League iG world championship, the champion of the League of Champions S8 world finals, breaking the embarrassment of 7 years without crowns in the LPL.

The carnival of revelry has caused countless "outsiders" who do not pay attention to the competition. They are asking: what is iG? What is the gradual introduction to the League of heroes? What is the competition?

Wang Sicong's net red heat coupled with winning the champion national complex (and an endless stream of handsome players) has led many people to see the sport of E-sports. His total sales of the uniforms with the fashion brand Lilbetter have reached millions.

In 2003, the State General Administration of sport officially approved the e-sports as the ninety-ninth official sports competition.

In 2008, the State General Administration of sport changed E-sports to No. Seventy-eighth sports competition.

It is expected that in 2022 the nineteenth Asian Games in Hangzhou will be E-sports as an official event.

Is E-sports an online game?

For parents, the most important question is whether the development of E-sports will lead to "bad" children not learning. In fact, ordinary online games, E-sports and E-sports have strict time and restrictions. However, there is no restriction in online games, which is relatively easy to cause people to be addicted. E-sports have higher requirements for consciousness, overall situation and coordination and cooperation, and help to improve the ability of thinking and response, which is also recognized as a standard for sports.

How do we distinguish between online games and E-sports? The most important difference is whether "intelligence and technology confrontation between people" are in the electronic game. Most of the networks and single games are biased towards the simulation role experience play (puzzle play is also the role play played by the protagonist in the role of bias, and no confrontation between human beings and the world).

There are also some Internet games with strong balance and antagonism to join E-sports projects, such as the influential heroes League, StarCraft 2, Warcraft 3, DNF, CS, DotA, Jedi survival, King glory and so on. Or in the role playing game like sword net three, there is an "arena" mode, which is different from the copy play PVE (playervs environment), generally known as PVP (player vs player), which can also be considered as an E-sport project.

To sum up, the key point is to satisfy the "electronic" and "competitive" means of E-sports. In international games, it is inevitable to compete with other countries in international competitions.

What is the connection between the competition and the clothing industry?

Due to the continuous improvement of the number of people concerned, according to the Newzoo competition report released by Holland market research company, the number of audience in 2018 has reached 380 million. It is estimated that the global competition market revenue will grow by more than 250 million over the year to 906 million US dollars.

It promoted the professionalization of competition and the improvement of the concept of club.

Like clubs in sports leagues (such as NBA), it is a mutually beneficial organization organized by athletes.

Professional teams usually have unique identities (such as team labels, uniforms) and a unified schedule. Why do clubs say that because of their early contact with clothing, they start with the uniforms of clubs.

At a low degree of concern, the main way for the club to make profits is to sell the trademark rights on the uniforms to support the development of the club.

With the development of electric competition, since sports are concerned, many sports brands are concerned about this project and start sponsoring clothing, which is the initial state of the competition clothing.

With the development of electronic competition, competition and team selection is becoming more and more prudent and professional.

Development of E-sports clothing

As early as the early twenty-first Century, European and American electric contestants usually wore short sleeved T-shirts or hoodies with team Logo, with logo on the clothes, and jeans or sweatpants underneath them. You could not even regard them as a "uniform".

SK Gaming, the old tennis club in 1997, was one of the earlier competitive tennis clubs wearing uniform uniforms. The CS team of the club wore a hoodie with team logo on 2005 when they participated in the IEM (IntelExtremeMasters, Intel Masters Cup competition). The demand for lightweight, loose and comfortable clothing coincided with the characteristics of the sports brand clothing. By 2006, some sports brands began to get involved in the field of the tennis club uniforms.

According to incomplete statistics:

Adidas co operated with SK T1 club in Korea for the first time in 2006.

Kappa sponsored the last champion Sky Li Xiaofeng in the 2006 WCG world finals.

Anta sponsored the 2013 Asian Indoor Games of China Electronic Sports national team.

Anta sponsored the 2017 China Electronic Sports national team's Wushu road games.

Since 2016, domestic clubs have begun to cooperate with fashion brands.

In 2016, President Wang's iG club and fashion brand Lilbetter team uniform.

In late 2016, the LGD electric Club released the summer uniform that was designed in collaboration with Chao INXX.

South Korea's SKT1 Club partners are more representative. As the first group to cooperate with sports brands, they joined hands with Adidas in 2006. The cooperation was replaced by Nike in 2012. After two years, it changed to NewBalance again, and then changed to FILA after two years. What's interesting is that after changing to FILA, the players thanked the brand in the interview, and thought that the latest technology uniforms made them feel cool and comfortable in the competition, which also reflected the needs of the sportswear for professional uniforms.

Development prospect of E-sports clothing

For the electric club, they also very much hope that the sponsorship logic of sports brand in traditional sports can be pformed into the field of electric competition, while providing professional clothing sponsorship while drawing on the operation mode to promote peripheral consumption.

There were also people in the industry who said, "many teams want to wear big brand clothes, but at present, there is no such a department or production line for professional sports teams such as clothing. If you need them to provide team costumes, you can only cooperate with the brand."

With the development of the competition industry, this problem has been solved. The brand has begun to attach importance to this big cake. For example, the brand ULT, which specializes in competitive apparel, has already cooperated with two clubs of VersusSports and eUnited.

The US street sports brand Champion announced that it will enter the field of E-sports apparel. It is scheduled to be officially released in February 2019 and has now set up a special production line.

It is reported that this product line for competitive apparel will produce suitable costumes for competitors.

For example, the antibacterial, odorant and antistatic materials are selected on the material, and skid resistance and sweat absorption function are used in detail design.

Lining, who was mainly responsible for the innovation strategy development and resource integration of Li Qilin group, bought the LPL Club directly through the whole process. Before the acquisition, he also worked with the EDG electric club to become an official partner. He also sponsored the RNGDOTA2 competition club to let Qi Shuashua play the role of "China Lining".

Li Qilin, Wang Sicong and other new generation of young investors have already invested in promising electric competition projects, which is also a young man's "battleground".

The vigorous development of E-sports market and the attraction of electric competition to young people are the important reasons for brand to focus on this field.

Most of the audience of the competition belong to the high consumption young people, especially willing to pay for games and related products.

From the team itself, the meaning of the uniform is also the embodiment of the culture of the brigade.

From the early development of the direct supply of the brand to the establishment of the dedicated line, the development of the competition industry has also promoted the professionalization of the competitive clothing.

The China electric power development report shows that the current scale of China's electric competition is up to 220 million, with potential users reaching 450 million, showing an increasing trend since 2014.

Among them, the number of competition users under 25 accounted for 64% of the total, and the proportion below 30 was 89%.

In the industry, the ability of these competing resources to carry goods is very strong. With the expansion of the competition industry, it will become a bigger "cake".