The Marketing Mode Of Local Sports Brand Lacks Cultural Connotation

The sporting goods industry is one of the most direct beneficiaries of the sports craze triggered by the world cup. Recently, many sporting goods and clothing enterprises interviewed by reporters, most of them responded to the world cup marketing campaign. But there are also companies taking the opportunity to expand their business to Brazil. According to the analysis of the insiders, at present, the level of sports brand marketing in China is still low. If we do not touch the stone crossing the river, it will be more risky to do heavy marketing and sports marketing.

　　 Borrowing power Internationalization

"Domestic sports brands have opportunities in the marketing of the world cup." Zhu Qinghua, a light industry researcher at CIC, said: "the world cup has a greater influence in the world. If the domestic sports brand can stand out in the world cup, it will improve the world cup. brand image It's important to help. "

Recently, there was news that 361 degrees will invest about 90 million yuan to enter the Brazil market, plans to set up 10 representative offices in Brazil, in the south of Brazil, South Rio Grande, Dezhou new Hamburg City. Storage center It is expected to start operation in July this year. The first batch will launch 150 kinds of sports apparel products to the Brazil market.

361 degree responsible person told reporters that entering the Brazil market is the first step in the internationalization of the brand. After Brazil, Latin America and North America consider the market for the next stage. In their view, the world cup and the 2016 Olympic Games are a golden opportunity.

　　 Each has its own plan.

Many other sports brands have their own plans to win the world cup, especially in the world cup. According to public information, in the April 18th CCTV World Cup advertising resources briefing, PEAK, XTEP, 361 degrees, Jordan, Anta, and so on, many brands came to the scene, the intensity of this sports advertising war can be seen.

In addition, in the face of the world cup, some local sports brands choose to make a new way through the "little action". Liu Xiang, who is responsible for PEAK, said, "all brands want to do marketing, but they must have resources, or there are stars, either teams or official partners, but we do not occupy any of them. We can only do some marketing from the side".

PEAK's so-called "little action", in addition to advertising, there is a cooperation with the CCTV project is its reporters wearing PEAK clothing. In addition, they also made some poster and products related to the world cup in the terminal market, including T-shirts or POLO shirts.

It is noteworthy that there are still some enterprises that choose to take the initiative first. At last year's sports brand order meeting, many companies launched a series of new products with strong football atmosphere.

　　 Domestic brands fall into a vicious circle

Although domestic brands have great expectations for the world cup, from the past experience, sports marketing is a high-risk job. In 2012, there were reports that Anta had been spending hundreds of millions of dollars in the Olympic Games in London. It is said that apart from providing "champion dragon suit", Anta also provided all Chinese costumes except formal ceremonial dress and competition suit. With the theme of "glory moment", the roll advertisement of "champion dragon clothing" was continuously broadcast in CCTV-5. However, from the performance point of view, Anta's turnover and net profit in 2012 both declined considerably, and the two data continued to decline in 2013.

For Anta's 2012 Olympic marketing, some people in the industry think that, first of all, there is no new sponsorship, but because everyone is sponsoring, so the campaign has to fight. Secondly, regular online and offline activities, from the perspective of advertising public relations media dissemination, it is quite conventional. "But what you do is done by everyone."

Zhu Qinghua said, at present, the domestic sports brand marketing level is low, marketing is generally more model, it is difficult to express the core and connotation of brand culture in a better way. In contrast, Nike and Adidas are good at emotional marketing and resonate with consumers.