90 Billion The Clothing Brand Players In The Competition Industry Break The Secondary Wall.

Sims, the final fantasy, the League of Heroes... These popular games in Chinese and foreign game enthusiasts have also begun to play a big role in the past few years.


At the end of this year's heroic S9 world finals, LV has not only launched a champion trophy box, but also has launched several heroic series of skin. You can't afford to buy LV, but the price of the 79 yuan LV X hero league's skin is worth having.


After more than ten years of development, competition has gained more and more audiences and participants. According to the "China electronic sports industry market prospect forecast and investment strategic planning analysis report" released by the foresight Industry Research Institute, by the end of 2018, the total number of e-sports industry users in China was about 428 million, with a market scale of 91 billion 260 million yuan.


The young people coming out of the Internet cafes are full of love for games and honor, bringing China's electric competition to the world stage, and introducing E-sports into the eyes of nationals. Ten years ago, the domestic cognition of games was still paranoid and unwilling to understand, but today, E-sports gradually faded away from the shell of "plaything" and has more support from outside world. The reason is that China's early generation of contacts with Games began to have children, capital and the state's clearer and clearer support for competition.


In the era of competition, the brand, as a capital side, enjoys the double influence from games and players. At present, several typical ways of cooperation include naming, game prop cooperation, sponsoring competition teams and launching joint products.


As early as the end of February this year, Nike announced that it will carry out a deep strategic cooperation with the LPL (League of Heroes) for a period of 4 years worth 200 million yuan. In recent years, Nike has repeatedly tried to cooperate with competitors and teams, but it has been testing the edge of water. In February 2019, Nike took a big step to carry out all directional and deep cooperation with LPL directly. So far, Nike has launched a wide range of product design promotion and other derivative services.


So, when you open Nike's official website, you can not only buy NIKE X LPL's costumes, but also buy RNG, EDG and FPX several Chinese combat teams. Even Nike has made professional training programs for LPL competitors to improve their physique and physical fitness, enhance their performance and maintain a positive state.


Working with LPL directly means that whoever wins the team is always the beneficiary of Nike. With the victory of FPX, the S9 global finals came to a close. When Nike team members won the championship trophy in Nike battle suit, Nike's "hook" attracted worldwide attention. This is only the first season of cooperation.


Chinese sports brand Lining is also a major player in the electric industry.


Li Qilin, a non-executive director of Lining group, once said, "the more I learn about the competition, the more I feel it is like a traditional sports event. Returning to the spiritual core of sports events, E-sports events are essentially the same as traditional sports events.


In Lining's view, the fair and just competitive spirit contained in the competition is worthy of respect and also of great value.


In the fall of 2018KPL, Lining won the title in the final match. After the game, the members of the team changed to the commemorative cultural shirt made by Lining for the first time for the champion of the professional league tournament. This commemorative shirt, like the football team player's Jersey, put two stars, which means that the team won two championships.


By the end of 2018, Lining's associated sports company had invested 100 million yuan to acquire the absolute control power of the SNAK team.


The miracle brought by Lining must be expressed in terms of data.


In December 24, 2018, the Lining V8 running shoes designed by the director were sold out in 7 minutes, and the 10 minute Lining X EDG joint barrage was sold out. "The most meat pack, the most toxic hit", "EDG cattle batch!" "77777777" "I am not from heaven", "OK, you are right", "one person under ten thousand people", "death gaze", "arrange you to be clear" and so on, classic barrage design personality and versatile.


The sales turnover caused by exposure and attractiveness has become a major reason for brands to watch electric games. But if the game is longer than ordinary sports, its future is always unknown. Like the League of heroes, the game with ten years of history can still keep the heat and freshness of the game is few, and the few who can extend the competition to the world are few. Naturally, the competition among brands is more intense.


It can be said that the competition field of clothing brand must be:


In front of risk, high profits coexist.