Sports Brand Rationally Treats CCTV Resources And Specializes In The "Periphery" War Of The World Cup.

　　 Rational treatment of CCTV resources

CCTV 2014 World Cup advertising resource briefing was held in Xiamen recently. PEAK, XTEP, 31st degree, Jordan, Anta, nine Muwang, precious birds, Li Lang, del Hui, Hongxing Erke, good color head, pan pan, yak, Jomoo bathroom and other Quanzhou leading enterprises in various fields are present. CCTV has also launched several million to tens of millions of products in the light of this year's economic situation, so that enterprises of different sizes can find products suitable for themselves, and even open enterprises to jointly design innovative program boards and advertising products.

However, compared with the lively venue, more enterprises show rationality in the competition of CCTV resources. Most sports brands in Quanzhou say they have no plans to invest in the world cup. clothing Enterprises have unique feelings towards the world cup.

Although the specific marketing plan has not yet been announced, but according to people familiar with the industry, the real power has already finalized the in-depth cooperation with the CCTV Brazil World Cup advertising, mainly for live broadcast and other advertisements.

As early as in 2002, Jin Ba invested 9 million 200 thousand yuan to join CCTV and obtained the bidding resources of the world cup. In 2006, it was named "the scorer list" of the CCTV Germany World Cup by 38 million yuan. In 2010, it spent 76 million yuan to win 5 advertising spots in the CCTV South Africa World Cup, which ran through the pre match, the match, overtime and penalty.

　　 Sports brand prepares for the outer game

Although not directly involved in the "World Cup" related resources competition, it does not mean that the Quanzhou sports brand has abandoned the opportunity to take advantage of the opportunity. Through the development of the world cup related products and the marketing activities around the world cup, the sports brand has launched the World Cup "peripheral race".

In the world cup marketing, Anta chose to focus on fans, through leisure T-shirts and leisure. shoes The combination of the two groups will cut into the majority of ordinary football fans, and at the same time launch a professional training football suit.

According to the introduction, Anta has specially designed a product mix for fans in this world cup. In the four exclusive soccer equipment of Anta, the world cup top eight cultural jerseys are pre guess by the performance of the team. The patterns are made up of national flag and representative golf course combination. Anta football baby T is a fashion product designed for female fans; fans' casual shoes are looking for inspiration from the football match, and the colors of the national team match colors. In addition, Anta also introduced professional training football sets for the first time, using the new A-cool on the football suit. quick-dry And ice Shuang Shuang Liang technology to promote Anta products technology experience.

XTEP's World Cup marketing has chosen to focus more on young people. Based on past development and resources controlled by XTEP, XTEP has contracted the football to campus football. Through the creation of a carnival of campus football PARTY, the vast numbers of Chinese fans, especially the school parks, have been revelling in the world cup.

In May 11th, the 2013 to 2014 season, which was exclusively named by XTEP, was launched in the South China regional competition of CCFL and the 2014 XTEP China University football cheerleading. In this year's event, XTEP has integrated the strong elements of the world cup. 10 cheerleaders have specially arranged the five continents theme dance for the competition, echoing the upcoming Brazil World Cup.

　　 Production of World Cup related products

Compared with brand marketing enterprises, the goal of some export enterprises is more direct. By leveraging the Brazil World Cup, the world cup related products will be produced to open up the Brazil market.

Sun Hai sporting goods Co., Ltd. has made running and football apparel for every major brand in the world. In the last 32 teams of the world cup, the professional competition clothes of the 1/4 team are sunward OEM OEM. Now, under the upsurge of the world cup, the football equipment of the sun sea is also ready to go. Ding Siquan, general manager of sun Hai sporting goods Co., Ltd., said they are actively looking for matching football shoes design and development institutions to strive for the introduction of professional football shoes and clothing series at the world cup.

"From last year, sales of jerseys and sports shoes began to increase significantly in the markets that exported to Brazil." Ke Zhaohui, head of binglu Shijia import and export company, said that the import tariff reduction of Brazil last year has also contributed to the development of the "World Cup economy". The company will take advantage of the opportunity of visiting Brazil to visit local customers and explore more business opportunities.

It is understood that, in addition to being the host country of the 2014 World Cup, Brazil is also the host country of the 2016 Olympic Games. The holding of two top events has increased Brazil's demand for building materials, sports shoes and clothing, sports equipment and so on. It has also brought new opportunities for Quanzhou enterprises to expand the Brazil market.