World Cup Marketing Tends To Be Rational Local Sports Brand Collective Failure

The Russian World Cup opened in 2018.

As a global competitive event comparable to the Olympic Games, the world cup is regarded by many brands as another stage of global marketing.

According to convention, around the theme, most of China's local sports brands will take advantage of their propaganda strategy to do some marketing, but this year's situation does not seem to be the case.

"The local brand should be collective failure."

In June 21st, a senior sporting goods company official said.

An independent critic of shoes and clothing industry, Ma Gang, said that in recent years, the trend of "hot spots" has become more and more difficult and the investment has been very high. In the case of enterprises taking part in official cooperation forms, it is not very realistic.

Returning to reason

On the eve of the Brazil World Cup 2014, landing on A shares.

Not long ago, the birds showed a series of World Cup elements in some big stores in key cities, changing the theme of World Cup, hoping to stimulate consumption.

More than 360 degrees have set up a number of representative offices in Brazil, and warehouses have been set up in new Hamburg, Dezhou.

According to research reports, in 2014, most sports brands such as XTEP, Anta, 31st degree, PEAK and other advertising increased faster than those in 2013 and 2015.

In 2014 and 2010, various sports shoes and clothing Brand Company launched a variety of marketing activities on the theme of the world cup.

But this has not happened this year.

Search for local sports brand world cup marketing keywords, the information on the network is very limited.

Each brand has little dynamics related to the world cup on its official WeChat.

"In recent years, there is a trend, like the Olympic Games, it is becoming more and more difficult to rub up this hot spot, so that the general enterprises can not afford to invest in it."

Ma Gang said.

A professional organization said that the main factors affecting the brand revenue of sports shoes and clothing were the development stage of sports footwear industry and the company's individual business plan, and the impact of the world cup on revenue indicators was not significant.

However, Ma Gang believes that the relationship between marketing investment and revenue still exists, but the periodicity of each other is long.

Difficulty in breaking through

Last year, a special report on China's sports industry released by the economist showed that in 2016, the size of China's fitness market was close to 1 trillion and 500 billion yuan, of which sports products and equipment accounted for nearly 70% of the total consumption.

The report also pointed out that China's clothing, footwear, health, leisure and education industry will increase by 26~42% in the next five years.

Based on this, whether Anta, XTEP and other local sports brands, or Adidas, Nike and other international brands are struggling to seize the Chinese market share.

In March this year, Adidas announced the Asia Pacific market plan, which indicated that it would take Shanghai as the headquarters of the Asia Pacific market.

These international brands in China

The performance is becoming more beautiful.

Adidas's first quarter earnings report released in May showed that its sales in Greater China increased by 26%.

Nike's Greater China region has achieved double-digit growth for more than 10 consecutive quarters, expanding revenue for the company.

Many people believe that although the performance has been reversed, the local sports brand has entered the new era of the two take-off, but in the competition with the international brand advantage seems to be not obvious.

One person

People said that from the marketing level, the investment of giants such as Nike and Adidas was relatively large. In recent years, most of the local sports brands which were once in the doldrums were hard to get the financial strength.

At the same time, in the prospective evaluation of sports resources, local brands are relatively lacking.

"The market share of sporting goods is so great. Now the most basic resources have been monopolized by three or four big companies. It is very difficult for them to have big development space in these mainstream fields.

Find new growth points. "

Ma Gang pointed out.