World Cup Shoe Enterprise Marketing Highlights

　　第十九届足球世界杯即将于本月16日在南非开赛。同样是四年一度的国际大型赛事，世界杯在全球范围的影响或许并不亚于奥运会，然而，经历2008年轰轰烈烈的奥运营销的泉州运动品牌，此次面对世界杯时意兴阑珊。不过，鞋企利用世界杯之机推出的吸引眼球的手法五花八门。

   　　 携手国际足联

In the Quanzhou sports brand, the involvement of wild force in the world cup marketing is rare.

After more than a year of negotiations with Asian operators of FIFA (FIFA), wild power finally became the operator of the 2010 official tournament store in South Africa.

Lin Shaoxiong, President of wild sports (China) Limited, introduces two aspects of cooperation with FIFA.

On the one hand, wild power is the general agent of FIFA China, acting as a clothing and souvenir under the FIFA brand.

On the other hand, the wild power will be the official agent of the 2010 World Cup in South Africa. Its exclusive store can display and sell FIFA products, and there will also be wild products in the FIFA stores in China.

Lin Shaoxiong believes that for FIFA, China, a market with strong purchasing power, can not be ignored.

Compared with NBA's success in the Chinese market, the world cup has not yet made big money in China.

This time, they hope that wild power can become a driving force for FIFA to pry the Chinese market.

This year, the wild force will open a "wild FIFA" store in the first tier city. The store will display the shrinking model of the Hercules cup, the lovely South Africa World Cup mascot, and the other FIFA brand licensed products.

Lin Shaoxiong said that FIFA's Asian operators did not care about this cooperation at the beginning of their negotiations. But with the intensification of the global financial turmoil, the prospect of the first-line sports brand in the world was gradually not optimistic. The sincerity and proposal of the wild force were very attractive, so the two sides finally achieved cooperation after more than a year of negotiations.

He said that as a later brand, the wild force could not imitate Anta and XTEP to take the old road. The wild force needs to have its own breakthrough point. The biggest advantage of cooperation with FIFA is that it can directly use the relevant logo of FIFA at the terminal. This kind of cooperation, which is perfectly justified and authorized by FIFA, is totally different from the practice of "edge ball". It will effectively enhance the brand value of wild power.

    　　与耐克同台竞技

Compared to the low profile during the Beijing Olympics, del Hui is a high-profile appearance on the eve of the world cup in South Africa.

In this year's CCTV World Cup gold resources tender meeting, del Hui won the golden time with a price of nearly 30 million yuan.

For nearly 30 million yuan to pay, why do the vice president of del Hui feel "very valuable".

Because Nike also won similar appearances at about 30000000 yuan, which is equal to del Hui.

Why bother to say that when the Beijing Olympic Games were put into various Olympic Games, there were too many brand names for the Olympic Games. If the enterprises invested more at that time, they would not be able to show the bright spot of the brand. During the world cup, most brands did not have big moves. This is the best opportunity for del Hui to show himself.

In fact, in the sports brand of Quanzhou, del Hui is the first brand to be allied with football.

As early as 1999, when the Chinese football league tournament was in full swing, del Hui took the lead in signing the Chinese Footballer of the year, Su Maozhen, the best player of the Asian Football Association.

   　　 特制音乐视频

During the world cup, another popular sports brand XTEP was added to advertising.

As early as last year, XTEP moved ahead with the advertising resources during the world cup.

At the beginning of this year, after XTEP sponsored the Premier League Bermingham club, soccer has become another fashion movement for XTEP to "play". The world cup marketing event, XTEP certainly will not be absent.

Opening up XTEP's website, a commercials in the background of the world cup in South Africa will be seen.

The theme is "not dancing your world," I love "X" football, and will be released during the world cup.

In addition, in view of this world cup, XTEP has also created special theme music videos, and specially invited Taiwan famous band combination "power train" to take part in the shooting.

According to Ye Qi, vice president of XTEP, there are three big events in the world that are suitable for enterprise marketing and promotion, namely, the Olympic Games, World Expo and the world cup.

Therefore, XTEP will not be absent from these three events.

He believes that football is the world's first sport, the audience's high input, allowing fans to get up in the middle of the night to watch the game, the charm.

   　　 参与“热度”不一

Compared to 2009, sports brands of all sizes crowded into the Olympic marketing stage. This year, the shoe industry in Quanzhou has a great deal of enthusiasm for participating in the world cup marketing.

In this regard, the industry analysis, the South Africa World Cup did not participate in the Chinese team, nor in China, and after the baptism of the Beijing Olympic Games, Quanzhou sports brand marketing campaign for large sports events become increasingly rational, these factors have restricted the participation of shoe enterprises in the world cup.

After all, the world cup is a single football game. For some sports brands with mature positioning, the world cup is hard to become the first choice for them to increase their investment.

For example, Anta company officials told reporters that on the one hand, Anta products focused on basketball and tennis. On the other hand, the focus of Anta's recent stage was its cooperation with the National Olympic Committee. Therefore, there was not much investment in the world cup at present.

PEAK, another famous sports brand in Quanzhou, has limited investment in World Cup marketing because of its emphasis on basketball.