World Cup Ignites A New Round Of Domestic Sports Brand War

 　　世界杯一直是全球的热点话题与目光聚焦点，4年一届的世界杯即将点燃战火，国内世界杯营销早先一步如火如荼展开。据悉，今年世界杯期间，央视插播广告的数量将不会增多，且将主要对直播比赛的赛前、赛中、赛后广告段严格控制时长，对栏目及版块的冠名、特约等特殊广告形式严格控制数量。对球迷而言，这可能是个好消息，但对于想在央视投广告的企业而言，这无疑又是一场广告大战。

At the end of last year, Fujian shoe company del Hui took about 20000000 of the gold resources of CCTV to win the top spot, while other enterprises were also preparing for it.

The industry estimates that during the entire world cup in South Africa, the advertising invested by Fujian enterprises on CCTV may be more than billion yuan.

However, such a short-term marketing shoe business will cost a lot and get much benefit. Whether it can achieve the desired effect is very much expected.

It is also for this reason that shoe enterprises should pay attention to many problems in sports marketing, so as to win the win-win situation between shoe enterprises and sports events.

First of all, shoe companies should not look at sports events marketing as a simple means of advertising and promotion. They only hope to rapidly increase their sales revenue during the competition and expand their brand influence.

Or "sports marketing" is mistaken for sports sponsorship, but it does not pay much money in sports sponsorship, but does not carry out other supporting work, without the integration of enterprise resources, resulting in serious waste of resources.

This short-term behavior has little effect on the expansion of brand influence.

Because consumers are most concerned about sports events in sports competitions, others may neglect a lot. If shoe companies only engage in short-term marketing, consumers will still not remember the brand after the end of the sports event.

Shoe enterprises should make use of media to carry out "point to point" marketing activities with the high attention of sports consumers and consumers, so as to achieve the highest expected effect.

Secondly, shoe companies should be highly consistent with the vision, target market and brand strategy when doing sports marketing.

If shoe companies are bigger and stronger, there is bound to be a long-term plan for corporate culture, major products and markets, and shoe companies must use sports events to make long-term marketing, join hands and join hands together in the long run, and integrate marketing to enhance their brand awareness and gain business opportunities.

Shoemaking enterprises should analyze the different sports events thoroughly, so that their brands and products can be better integrated into sports events, so as to achieve win-win results for their enterprises and sports events.

Finally, shoe enterprises should pay attention to environmental protection and natural wind in sports marketing.

In 2010, with the increasing material demand of human society and the enormous destruction brought by the modern industry to the survival environment of mankind, the whole world is concerned about the threat of natural environment to human health.

As the necessities of human life, shoes are bound to receive more attention.

In sports events, sportswear and sports shoes will also inject more environmental ideas.

At this time, shoe companies should pay attention to the integration of environmental protection, nature and health in marketing. This will give consumers a good impression and will certainly enhance their brand.

In recent years, the famous sports shoes enterprises have also introduced the environmental protection sports shoes products.

The international shoe giant Adidas, in order to advocate environmental awareness, has introduced some environmental friendly sports shoes, which are mainly made of natural organic materials, which can be fully recycled and minimize environmental pollution.

The domestic footwear enterprises Hongxing Erke footwear products and Quanzhou Hongrong Light Industry Co., Ltd. both have obtained national environmental protection product certification, and become the first enterprise in the industry to obtain national environmental protection certification.

In short, shoe enterprises' understanding of sports marketing can not be limited to the short-term sponsorship activities of sports events, but rather the marketing of sports events itself, so as to achieve the best social and economic benefits.

In order to promote the healthy and rapid development of sports marketing in China, shoe enterprises should play a positive role in promoting the healthy and rapid development of sports marketing in China, and have a good effect on the long-term development of shoe enterprises.