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In 2014, it became the sports year. After the last four years, the World Cup once began the world-wide propaganda offensive. This year, because the World Cup returned to Brazil, the hometown of world football, it has particularly attracted the attention of the world. In the recent period, the 2014 World Cup in Brazil almost occupied the entire living space of people. The reports of major media, the bombing of various advertisements, and the topics between friends and colleagues, whether active or passive, were true fans or pseudo-fans. , watching the ball day and night, red eye to work has become a fashion.
Whenever major international sports events are held, cross-border topics cannot always go round, but it seems that the cross-border of the 2014 World Cup in Brazil is more mature, more advanced, and more technologically sound. For example, the crazy entry of the gaming industry, the further strategic attacks on smart electronic products such as mobile phones, and food, beverages, and transportation products, not to mention the emergence of many more humane standards. The big-name World Cup is not important, but the big-name 50% off is more important. From June 13th onwards, the beautiful World Cup and other advertisements are everywhere in the Beijing subway. The beauty actress gracefully raises the picture of the apple to make it unforgettable. The world’s major TV channels and all kinds of languages ​​are broadcasting the dynamics of World Cup events. The influx and attention of fans around the world form the most solid foundation for cross-border business opportunities.
The World Cup is always the World Cup for others. This has always been the helplessness of the Chinese people and has always been a lost place in the Chinese clothing industry.
The World Cup is both the battlefield of the team and the battlefield of the sports brand. On the Internet, the jerseys of the teams of the World Cup teams have eye-catching and all kinds of comments are full of blunders. The newspaper has also collected the jerseys of the 2014 World Cup soccer teams on the official WeChat at the first time, such as Brazil, Argentina, Italy, Spain, the United States and France. The jerseys of each team are designed to embody the national style and sports spirit to the greatest extent, and are sponsored by internationally renowned brands.
Counting, the Chilean football team uses the famous American hundred-year sports brand BROOKS; the Honduran team player wears JOMA is the Spanish fashion sports brand; the England team uses UMBRO; the 90-year-old international famous brand UMBRO is British Football apparel manufacturers; Germany's equipment is the German brand Hugo Boss and Nike, Adidas, Hummer three major sports brands are more than this World Cup sponsors of the national team.
The sportswear brand has always been an important highlight of major international and domestic sports events. It not only represents considerable economic income, but also represents the honor of a country.
Some netizens posted questions: Are these made in China? Without accurate statistics, the author would not dare to guess, but if these brands are all made in China, it is indeed the dream of every Chinese. China is a world leader in garment manufacturing and should have a large number of clothing markets for the World Cup. However, this is not the case.
There are also many sports brands in China, including Li Ning, Anta, 361, Xtep, Peak, Hongxing Erke and dozens or hundreds of others. However, there are not many companies that can enter the international competition market. From the perspective of major sports events in China in recent years, many brands have gradually faded out. Many brands only sponsor regional events. The rankings are gradually behind and obviously lack of confidence compared with previous years.
Some people may say that due to the impact of the sluggish international and domestic economy in recent years, the brand that was transmitted to domestic sports brands has shrunk, shortened the sales chain, reduced the number of stores opened, and even cut back on employees. However, it is undeniable that these international sports brands are also suffering from the world economic crisis. These brands have experienced wind and rain, and are mostly old brands of decades and century levels. Unlike many sports brands in China, they are short-lived.
The author believes that the first reason is that the positioning of China's sports brand is not clear, the threshold for national certification is low, the lack of a set of scientific system certification. The result of the cohabitation is that the generals inside the riffraff will not produce international high-end brands.
Secondly, sportswear itself is a typical combination of traditional and modern products, and a combination of technology and capital. The domestic apparel industry has been plagued by technology and funds. Sports brands have inherent flaws, such as design, function, and concepts. .
Third, China's sports brands have not formed their own unique thinking in marketing strategy. They have always followed the marketing channels and models of traditional clothing. Infant inertia has led to a climate, and brand marketing capabilities are poor. At present, many sports brands are still on the edge of civilian and sports use, and they do not have the ability to form cross-border marketing.
In addition, the ability to cross-border is poor, and its ability to integrate with smart electronic products such as science and technology, emerging network technologies, and mobile phones is relatively weak. For example, in combination with e-commerce that has been surging over the past few years, combined with emerging sports games, and with the cooperation of other types of sports products across the border, there is a small gap.
There is no doubt that China's sportswear brands still have a remarkable way to go, from the most to the finest, from the big to the strong, from the domestic to the international, from the manufacturing to the creation, and from the singleness to the cross-border. Thousands of people have a thousand World Cups in their eyes. They hope that starting from the 2014 World Cup in Brazil, in the eyes of fans around the world, the Chinese sportswear brand is also a component of this thousand and has grown together with the World Cup. (Global shoe network Xiaowu edit)
The domestic sports brand positioning is not clear that the World Cup cross-border marketing
Domestic sports brand positioning is not clear that the World Cup cross-border marketing Date:2014-07-07 11:19