The "Non World Cup" Marketing Of Sports Brands At Home And Abroad

Playing "non World Cup" marketing

Four year old

Orthodox

Qianjin Hao throw into the "rich feast"

In one fell swoop, the CCTV World Cup broadcast the five prime time advertising rights such as pre competition, competition and extra time. The behavior of the powerful fighter is a feat. It also contributes to the industry whether it is worth analyzing.

It is only a game for big enterprises to win the gold medal. It is only a game for big enterprises. How do they want to play this game?

In 2002, power tyrant spent nearly ten million yuan to finalize the gold resources of the cctv world cup. In 2006, the power group invested 38 million yuan to win the most noticeable column in the CCTV World Cup series advertising program, the naming right of the "shooter list", which gained a great popularity in the country, which provided the most convincing reason for the strong reunion of men's clothing.

In 2008 Beijing Olympic Games, Jin Ba invested nearly 100 million yuan in marketing expenses in the 16 day's race.

Lian Jin, vice president of the strong men's clothing, believes that the brand value and market return brought by huge investment can not be measured by numbers.

Several successful investments in the world cup have made it become the representative brand of Fujian Style Men's clothing, and the world cup seems to be a famous shortcut for Chinese clothing.

In 2010, RBA was more powerful in marketing big events.

During the world cup, the terminal network of Zhen Ba always used various channels and used various means to match advertising marketing.

In addition to marketing interaction, it is also gradually improving in its national layout, forming an olive layout with the developed prefecture level cities and gradually extending to the capital cities and developed county-level cities.

At the same time, along with the "national garment Standardization Technical Committee jacket working group" and "China jacket color R & D base" both strong competitors, plus the national "jacket laboratory" and the planned "jacket University", the powerful fighter is infiltrating into all aspects of the industry, and strive to expand its influence in the industry.

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Edge ball

An unavoidable sport.

Hitting the edge ball seems to be another marketing strategy that is more attractive than advertising bombing. For many brands, it is also a cheap and profitable way to play.

Apart from Fujian Style Men's clothing, Metersbonwe and YISHION are also proficient in World Cup marketing. As a fast fashion leisure brand for young people, it is also a great promoter of World Cup marketing. Metersbonwe made a clever "edge ball" in the 2006 World Cup, launched a commemorative garment with the theme of "I love the World Cup", and set a sales volume of 4 billion yuan. This year, Metersbonwe continues to make efforts to promote the World Cup series of costumes.

In the 2006 World Cup, YISHION, the only sponsor of China's clothing industry, was slightly quiescence in this year's World Cup.

During the 2002 World Cup, seven wolves, who had spent tens of millions of yuan in the name of "super team" and other columns, were also unwilling to lag behind. Relevant personnel revealed that the marketing emphasis of the company was changed to: the world cup T-shirt was designed according to the style of the popular national team, and opened in stores all over the country.

The precious birds are playing the football culture in the world cup costumes this summer.

In this summer's expensive bird T-shirt, in addition to the footage of football, it also highlights the colors of the popular team's flag.

However, the edge ball is easy to operate, and it takes a lot of brains to wipe out sparks with consumers.

At present, most of the clothing brands are keen to find out the color and dynamic elements of the world cup and participating teams, and apply them to clothing, and introduce new series to serve consumers.

Knockout

Next battle of Internet Marketing

"The days when an advertisement does the right thing, highlights a big shoe, and expects the two to add together brings huge impact."

Nike vice president Trevor Edward said.

Now, domestic enterprises are beginning to understand Trevor and Edward's words. More and more clothing brands are trying to do interactive marketing, such as blogs, micro-blog and communities.

According to incomplete statistics, there are at least 130 million fans in China. For those clothing brands targeting young people and white-collar workers, their target consumers are gathering here.

During the world cup, Metersbonwe launched the 6 minute video of "I love the World Cup" on the Internet. Jay Chou, the spokesperson, worked hard to play the role. The video was reproduced and commented by netizens, which once again deepened Metersbonwe's brand image.

It is reported that on the eve of the world cup, seven top wolves, Anta, 361 degrees, Leon, XTEP and other famous garment enterprises in Jinjiang, vice president of marketing level executives and WAN Rui data and other authoritative third party data companies frequent exchanges, to discuss how to skillfully graft social hot events and network marketing.

And from the online shopping brand of fan Ke Cheng, even on the eve of the opening of the world cup in South Africa, it announced that it would enter the field of sportswear and seize the domestic high speed outdoor sports market.

With its excellent network marketing capabilities, van Scot has won the exclusive network channel of mainland China's NBA finals, Lakers and Celtics ADIDAS, clover and NBA series T-shirts.

It can be seen that the brand's network influence is becoming one of the important weights to join hands with international partners.