Rational Marketing Promotes The Development Of Chinese Sports Shoes Enterprises

During the current European Cup, more than 1 billion 500 million people watched events in China alone, and the consumer market exceeded 30 billion yuan.

In the carnival of hundreds of millions of people, the shadow of Chinese enterprises is hard to find, and on the 2010 World Cup in South Africa, "

Yingli "billboard" really excited the Chinese people.

The same is the world's top soccer tournament. Why are Chinese enterprises so different? How should sports brands be chosen?

In fact, for the majority of domestic enterprises, the European market will not be much affected by the business. Choosing to spend a lot of money on sponsoring the European Cup is bound to be a losing proposition.

After all, the European Cup is only a regional competition. China's soccer audience is far less than the Olympic spectators. Even the number of TV audience Yao Ming and NBA with Li Na's competition are not inferior to that of the European Cup.

In addition, from the perspective of input-output ratio, domestic enterprises are more willing to sponsor the world table tennis tournament instead of the European Cup. Similarly, many domestic brands such as badminton, gymnastics, diving and other Chinese traditional competitive sports are also considered.

Of course, the most important thing is that the international competitions such as the European Cup are not cheap. The late marketing budget is beyond the scope of many enterprises. The marketing cost of putting on TV and outdoor advertising, holding a press conference and so on will not be less than the sponsorship fee.

Comparison

It is easier for consumers to see the shadow of many domestic enterprises in the Olympic arena: Heng Yuan Xiang has sponsored the Chinese Olympic delegation's dress; Anta has become the "strategic partner" of the highest level of the Chinese Olympic Committee; Lining has sponsored the Chinese gymnastics team, shooting team, diving team, table tennis team and badminton team; PEAK has signed 7 Olympic delegations with New Zealand, Slovenia, Algeria, Lebanon, Iraq, Jordan and Cyprus.

In addition to the regular sponsorship of the five teams of the national hockey team, the national modern team, the national cycling team and the 6 Chinese national teams and the signing sports stars, they also sponsored the Olympic Committee of the DPRK, Belarus, Latvia, Croatia and Maldives, and provided a full set of reporting equipment for the CCTV Olympic team.

The cold reaction of Chinese enterprises to the European Cup and the heat of the Olympic Games reflect that the marketing behavior of Chinese enterprises is more rational in the face of large-scale sports events.

The era of blindly throwing money and advertising is over, making more targeted choices based on the company's own conditions. This is a footnote for Chinese enterprises in the process of pformation and upgrading.