Competition In Marketing Competition Is Increasingly Fierce. What Is The Brand Winning?

The hot E-sports market has made the sports brand boil. In the face of the huge competition market, the major sports brands accelerate their layout and compete with the electronic competition club and the electronic competition League to compete for the competitive consumer groups. In this increasingly fierce marketing campaign, what sports brands rely on to seize the market? Experts believe that only through in-depth understanding of the consumer psychological needs of competing consumers can sports brands go further.

　　 The market is expanding rapidly.

There is no denying that the scale of the market is expanding rapidly. According to the global E-sports market report released by Newzoo, a market research firm, in 2019, the scale of the global competition market increased by 103% over the past 2015-2017 years. In 2017, the global competition market revenue was US $660 million, and this year's global competition market revenue will exceed US $1 billion. In addition, the report shows that the Chinese market will surpass the Western European market and become the second largest competitive market in the world.

Wu Guangyuan, a professor at Beijing Sport University, said that the competition has been officially classified as a professional sports competition, and the tremendous energy generated by the competition industry has attracted the attention of sports brand enterprises.

The 2018 China electric sports industry development report released by Penguin Zhi Chi shows that the sponsorship products of electric events have expanded from game hardware to automobile, food and other fields, among which sports brands have become the most potential sponsors in electric events.

Yang Ying, a senior e-marketing service personage, told China Business Daily that the competition market is mainly dominated by young people, and its market prospect is broad. For sports brand, the electric market is very tempting. This is because: first, the consumer groups in the electricity market are highly coincident with the consumer groups of sports brands, and do not need sports brands to spend too much time to cultivate the market. Second, the competitors have unique views on fashion trends and have a certain market influence, so these players have very high commercial value; third, the fans of the competition will select the same styles of clothing as the competitors. Most of these fans have strong spending power. Therefore, for sports brand, electric competition is a potential market.

　　 Sports brand layout

In October 11th, sports brand Puma launched its online competition with Cloud9, a competition team. Matt Seaan, director of Puma digital marketing, said that the cooperation with Cloud9 gave Puma the opportunity to reach more young consumers and promote the promotion of brand culture.

In addition to Puma, there are many sports brands in the layout of the electricity market. In early October of this year, Adidas designed exclusive brand virtual ball for the global competition Football Championship. In fact, as early as last November, Adidas provided sponsorship for the Electr Arts Inc soccer game FIFA 19, and designed a limited edition jersey for the players in the game. Florian Art, vice president of Adidas global brand communication, said that the rapid development of the electricity market, Adidas hopes to win greater influence through sponsorship.

In March this year, Nike and the League of heroes League jointly announced the establishment of a long-term partnership. Nike will use the professional knowledge of sports science to design a physical training program for electric competitors, and explore a new model for service providers. In addition, Nike also provided competition costumes for the 16 professional teams in the League of professional league matches.

Last April, gestus and E-sports club Immortals Gaming Club jointly launched the footwear for electric competition.

In addition, Lining also participated in the competition of the electricity market. It is reported that Lining not only sponsored many EDward Gaming, Newbee, RNG and other competitive teams, but also bought the Snake competition club at the price of nearly 500 million yuan.

361 degrees signed the Qiao Gu competition club. At the same time, 361 degrees also launched the electric industry production line. It is reported that the production line mainly produces products outside the stadium and aims to enhance the performance of the competitors.

A game anchor told the China Commercial Daily that at present, the cooperation mode between sports brand and electric competition club is mainly sponsored by competition clothing. The competition clothing needs to protect parts such as hands, wrist and waist, which are easy to damage, and requires sweat absorbing fabrics. In terms of professionalism, sports brands and competition clubs still need further communication.

In view of the particularity of the competitive clothing, the sports brand champion (Champion) has set up a special production line to produce the competitors' clothing. Taking into account the fact that competitors take longer time to compete in international competitions for longer periods of time, the champion's competitive clothing has chosen antibacterial, odorant and antistatic materials. In addition, in order to prevent slippery players from playing on the knees, the brand used skid resistant silicon printing technology in the thighs during the production of competitive clothing.

　 How to do well in marketing

According to Ou Yang, although sports brands have seized the competitive market has become a trend of development, there are still some pain points in their competitive marketing. Although many sports brands have a certain understanding of the competitive market, they do not know enough about the psychological needs of the consumers.

American sports marketing company CHARGE responsible person has said that the brand should be more through social networking platform to attract competition consumers. He believes that any brand that wants to get long-term development should actively create opportunities to interact with competing consumer groups.

Collette Gangemi, head of New York's nine sky team, found that 60% of E-sports fans were 18-34 years old. He believes that sports brands need to introduce more younger and fashionable products. Compared with traditional football costumes or basketball costumes, competitive clothing has more imagination, sports brands can try to add more personalized elements.

According to Ou Yang, some sports brands simply printed the brand logo on the clothes of the competitors. This practice is relatively simple and has no technical content, and can not well reflect the connotation of the brand. In fact, sports brands can develop separate product lines for electric games, so that they can not only introduce competitive clothing, but also launch exclusive equipment such as wristbands, shoulder protector and protective glasses. Let competitors use these exclusive equipment to participate in the competition, so that they can display products in all directions. Secondly, they can show the technical strength of the brand so as to effectively enhance the brand value.

In addition, since the competition consumers are generally younger and impulsive in behavior, a group of consumers may throw their grievances to the sponsors after their support team loses the game. They think that the sponsors failed to provide good services to cause the team to fail, and then use the Internet to slander the sponsors, which will greatly affect the sponsors' brand. In this regard, Ouyang believes that in sports competition events, because no one can predict which side the champion will be. If the sponsorship team fails in the competition, the brand can convey a brand spirit that will never lose and dare to fight, and it can also comfort and encourage the mood of the consumer group. This is a good way to communicate effectively with the consumer group, which can maximize the value of a brand.

Ouyang said that no matter whether the sports brand adopts a socialized marketing mode or a fashionable marketing way, only by discerning the psychological needs of the consumer groups, can we win in the increasingly fierce competition marketing competition.