Local Brands Lift "Hercules" Cup (1)
South Africa
World Cup
The world's most watched events, 32 days and 64 games, brought more than just another national glory that was carved on the Hercules cup. A competition involving IT, tourism, finance, energy and even politics has never stopped.
The costumes closely related to the world cup as the highest factor of "appearance rate" are the weapons for fans to pull the wind, the fashion that consumers pursue, and the positions of PK.
What is the inspiration of the 4 year world cup to China's clothing industry? What is the most concerned business, market and consumer? This topic, we discuss with you the golden opportunity brought by the "great spirit Cup".
The world cup is like a stage play. Players, referees, coaches and fans play an indispensable role on the stage.
However, there are two more controversial actors in the world cup. One is the South African traditional musical instrument, Vuvuzela, which is offensive to all. The other is JABULANI, which is a headache for all goalkeepers.
The former 90% was produced in the small commodity wholesale city of Yiwu, China, while the latter was sponsored by Adidas, the sports brand sponsoring the world cup in 1970.
From Beijing to South Africa, technology is king in the arena.
Adidas
Leading equipment support
Adidas has become the only sports brand in the 6 top sponsors of the world cup (Adidas, Coca-Cola, United Arab Emirates, KIA, SONY and visa). On the one hand, it shows that the threshold of the world cup sponsors is extremely high, far exceeding the global activities such as the Olympic Games and World Expo. On the one hand, it also shows that the close cooperation between Adidas and FIFA has remained unshaken for many years.
Du Bairui, managing director of Adidas group Greater China, said in an interview with reporters: "the world cup has always been the core of Adidas's competition.
The world cup is global, not just in South Africa, but we use the opportunity of the world cup to market the vast number of consumers around the world.
Drawing lessons from the misestimation of market prospects in 2008 Beijing Olympic Games and causing huge inventory pressure, the "three links" hope to eliminate the pressure in the Greater China market and the European market by bringing the influence of "universal celebration".
Similar to the 2008 Beijing Olympic Games, the world cup
Sports brand
They also presented the situation of two strong contending for hegemony.
There are 7 brands of sponsors. Adidas occupies 12 of the 32 teams, and Nike grabs 9 seats. As Africa has been the main position of Puma, the cheetah has won 7 sponsors in a row. Unfortunately, the premature exit of defending champion Italy has made it a lot less.
The other 4 teams came out wearing a brand uniform, of which only England's UMBRO (UMBRO) is well known.
Technology differentiation to enhance brand value
In this competition, we have noticed that sponsors have shown more targeted and fragmented features in sponsoring sports events.
In addition to focusing on playing balls, Adidas has tailored the F50 exclusive sneakers for the hottest players of the tournament, placing the selling point in the weight of only 165 grams, the lightest and fastest football boots to date. The other big Nike is playing the low carbon environmental protection card of the Jersey. It is said that each shirt is made from 8 plastic bottles, and Puma is positioned in the design function. The tailoring of the Jersey is designed by studying the data of human motion. It is said that this technology called BatTLeSkin can enable the athlete to use the smallest strength in every movement. The Puma is the most popular sport shoes.
Whether they choose sneakers or uniforms or designs, the sports giants are more precise and more scientific and technological in the fierce market competition, because they know that in the fierce competition on the World Cup stage, the professionalism must be the ultimate in order to get the recognition of these players, and then get the trust of ordinary consumers to the brand.
Made in China, the world cup is within reach.
Although we have long been accustomed to the world cup without China's participation, we have been watching and watching the ball in the past month, and this is far from our only way to participate in the world cup. Chinese clothing is really close to the world cup.
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