Jinjiang Sports Brand Hits World Cup Marketing War

　　正当NBA季后赛即将落幕时，另一项令无数人痴迷、倾倒的顶级赛事世界杯像这六月热浪滚滚的天气一样疯狂来袭，从电视、报纸、杂志、网络到街头巷尾、茶余饭后，铺天盖地到处开始充满着足球迷人的味道。 

Jinjiang sports brand, which is famous for its keen market smell and is good at catching sports opportunities for sports marketing, will not give up such a good opportunity to package itself and sell itself?

At the CCTV 2010 gold resource advertising bid held last November, companies such as Adidas, DALT, and Nike have already gained the advertising resources, such as "all day events set," "the name of the scorer list", "the CCTV 2010 World Cup competition" and so on.

But not all enterprises, you have the strength to be able to snatch a lot of money to broadcast advertisements in the interval of the games. Not all brands can sign the top teams such as Brazil, Argentina, Italy or Messi, C Luo, and so on. Not all brands can grab the ads on both sides of the goal and the venues. After all, the resources available are limited.

As some industry analysts have said, most brands are coveted by the aura of the world cup, but the global cooperation or sponsorship with the world cup is also a double-edged sword. Its sharp blade is that if its name is not loud enough, it will obviously be submerged under the aura of its reputation.

That is to say, we usually remember the wonderful performance of many stars on the court, and forget which brand of sneakers or clothes they wear.

Thus, before the arrival of this vision feast, many sports brands once again launched a new round of marketing competition.

XTEP, which advocates the brand concept of "sports fashion", has positioned the world cup marketing in "entertainment football".

Recently, XTEP related sources revealed that they would invite celebrities, famous composers and composers to record a MV related to soccer and World Cup, and make a list through channels such as television, radio, Internet and KTV. At the same time, the theme of "Africa calling" will be launched this summer.

The "climbing climbing" with football shoes as the main product is to grasp the feelings of the Chinese people and carry out "emotional marketing" from the angle of "persisting in football and never abandoning".

From June to July, the campus football activities were carried out during the world cup, so that consumers could feel close to the "pleasant enjoyment of climbing climbing to everyone" and sponsor the top Chinese amateur football tournament "refueling China Champions League".

Anta, who is planning the "China team" strategy, said that soccer clothes are not the main products of Anta, but Anta will cooperate with some media in various regions to make some interactive columns.

Compared with Anta's "low key", the "Happy Sports" cultural concept of the same people in the same area is "high profile". They put the world cup elements into the DNA of the midsummer marketing and effectively landed on the terminal.

With the arrival of the world cup, the store of the noble bird shop is being pformed into the theme of World Cup, featuring the three-dimensional layout and packing: the showcase of the World Cup theme, the poster full of joy and passion, the happy sports experience design, the sticker with the image of the world cup, and "give me freedom, give me passion, give me a reason, let me fly higher..."

The theme of the world cup is exciting and full of African regional characteristics.

From the moment the audience stepped into the shop, they were surrounded by the thick "World Cup theme" atmosphere.

"June and July are the happy month of the world cup, which is the theme of" happy birds, passionate World Cup ". We will hold different forms of discount promotions. Consumers will have a discount if they consume a certain amount, and provide a guide to healthy watching.

In order to preheat the world cup, we also highlight the theme of the world cup on display.

A person in charge of Fuzhou store is introduced.

The clothing research and development center understands that aiming at the world cup, with the "light" as the main product elements, the company has designed a series of World Cup sports shoes and T-shirt products for fans, including GiveMeFive (G5) series, stadium series, team series, and African culture concept. Its biggest feature is that products abandon traditional football apparel and footwear, and use football culture as design elements, such as a picture of a fierce soccer competition caught on T-shirts, and a combination of the colors of the popular team's flag. It is followed by the striking Worldcup English logo, which advocates sports happiness, shows the beauty of sports and healthy sports, and maximizes the life of football culture and makes it practical and practical, so as to avoid other brands' World Cup marketing. The author also from the bird shoe sample and

Regarding this, Zhang Yongheng, director of the brand management center of the great bird bird, also said that global competitions such as the world cup are rare sports marketing platforms. The opportunities offered are opportunities for advertising and public relations among the vast number of consumers, especially young people. Therefore, in the face of such opportunities, new products, new designs, new images and promotion methods should come into being.