Footwear Marketing Is An Important Part Of Brand Strategy.

August 11th, 2010, South Africa

The four year World Cup left a deep impression on the Chinese audience. The charm of football is not only reflected in the wonderful stadium competition, but also the superb skills of the stars. Among them, sports fever directly affects the fashion trend.

The elite will focus on the theme of "how to carry out the post World Cup marketing" for the "livelihood products industry". We invited Luo Xianghua, the brand director of Fujian sporting goods Co., Ltd., the brand planning of Chen Chunping, and the Secretary General of the Quanzhou innovation and Culture Research Association, Huang Gang, to explain the new trend of the world cup marketing.

Do World Cup marketing, see brand positioning

The world cup has attracted the attention of many Chinese people. How to seize the publicity opportunity during the world cup is very important.

It is particularly important to strengthen the development path of your brand and better develop yourself.

As a different brand positioning, it is necessary to follow this upsurge to promote its brand, or to make rational use of opportunities based on its own strength to better develop enterprises. This has become a major problem faced by many entrepreneurs.

Luo Xianghua, director of brand name of sporting goods limited, believes that such a large international competition should be based on its brand positioning and make reasonable use of the opportunity according to the actual situation of the company.

"The world cup is a big cake compared to the international first-line brand. It is feasible and necessary to seize the opportunity of the world cup.

For most of the domestic brands, the world cup marketing is not realistic, and there is no big business opportunity. At the very least, it only sponsors the equipment of some smaller countries, without a unique advertising resource, and advertising can only play the edge ball, and the input and output of product advertising can not be directly proportional to it.

Luo Xianghua said.

In his view, at present, as a three line brand, he has no need to follow suit in large-scale international competitions. According to his product positioning and the current situation of the clothing market, he should reasonably measure his strength and do things in a more important way.

If you do not consider your actual situation and blindly follow it, you will curb your own development.

And some brand operators think that the business opportunities of the world cup can not be lost. It is an effective marketing strategy to use this opportunity to seize the eyeballs and promote the brand.

Huang Gang, Secretary General of Quanzhou Innovation Culture Research Association, believes that marketing such a big event like the world cup has a very strong timeliness.

On the consideration of the marketing cost of the world cup, one thing is very important: whether our brand is a well prepared brand in the face of such marketing activities.

He said that for some well-known brands in Quanzhou, such as Jin Ba and del Hui, because of having a nationwide sales network, a more efficient marketing execution system, and a strong communication ability with consumers, marketing activities during the world cup can make brand culture popular among people in a crazy atmosphere.

He said the world cup has added a lot of points to the Quanzhou brand.

On the one hand, brand awareness has been further improved, and on the other hand, it has gained an opportunity to communicate with young consumers deeply. Through the world cup, the brand culture spirit of Quanzhou has been well disseminate.

Marketing strategy and resource preemption are equally important.

Large international competitions, international brands and limited resources are well known.

In this market of high quality, it is enterprising, striving to seize the "parking lot" to fight big cards, or to wait and see, and strive for another way to win. For these two different marketing development strategies, different brand entrepreneurs give different views.

Huang believes that in the world cup in South Africa, the world cup marketing is a successful practice for the marketing of the world cup.

He pointed out that the differentiated brand strategy has won the survival and development space for the brand.

In today's homogenized market, differentiation means new opportunities.

As we all know, the industry double male Nike and Adidas almost laid the basic rules of the industry competition: to combine professional sports with professional image, use the world's top athletes as brand spokesmen, and take sports culture as the basic connotation of brand culture.

After that, many Chinese counterparts did the same, such as Lining and Anta, such as PEAK and 31st degree.

However, the brand leap of del Hui in the past ten years has also proved that Nike and Adi mode are not unshakable. They have made a sporting goods brand by entertainment marketing.

Some entrepreneurs believe that how to seize the market depends on their own strength.

Luo Xianghua believes that the World Cup four years, the national team is also very limited, and the international clothing brand is very large, domestic brands and international brands compete for the opportunity of the world cup, the invisible pressure will be very large, not necessarily to achieve the desired publicity effect.

Therefore, it is not easy for the domestic two or three line brands to seize the resources. It is also necessary to make reasonable use of their brand strength and develop themselves better.

The remaining heat of the post World Cup is still continuing.

2010 the world cup in South Africa came to a close with Spain's final summit.

The bustling world cup season is fleeting, and all kinds of consumer goods have lost the strongest attachment at the same time. But we know that the remaining heat is still continuing, and entrepreneurs are also starting the post World Cup marketing.

At present, soccer fever is not only reflected in young casual sportswear, but also popular in children's clothing.

Following this world cup football fever, the integration of football elements into children's clothing design is more loved by consumers.

Chen Chunping, a brand designer of the Fujian empress Clothing Co., Ltd., said: "aiming at the upsurge of the world cup, designing a series of children's clothing with the theme of football can not only bring a new opportunity to the enterprises, but also better penetrate the market and seize the children's wear market.

After the world cup, football elements will always be reflected in the design of clothing, and the establishment of a football cabinet, not only can sell children's clothing but also enhance the image of the product.

She pointed out that leisure and fashion have always been the concept of children's clothing industry, creating leisure sports brand and setting up the sunshine concept of sports can enable enterprises to have better development.

After the world cup, the football boom of children's wear industry will still be maintained, and the sportswear will still be touted in the children's wear industry.

She believes that the psychology and behavior of the world cup have also changed.

The core of the past World Cup is "Athletics". Watching the world cup is watching the event itself.

But with the diversification of people's values and the participation of many non professional football spectators in the world cup, the content of people's attention to the world cup has begun to diversify.

Therefore, after the world cup brand marketing, we should combine the brand strategy goal and find the grafting point of brand and sports elements.