Analysis of the Sports Marketing Brand of Sports Shoes in China

Editor's note: The shoe and apparel industry The shoe and clothing industry is a medium and low concern industry, so there is a bottleneck in the development process of our brand, that is, “How to change from a well-known brand in the industry to a popular and well-known brand?”, which requires an effective marketing. .

March 5 hearing, the shoes and clothing industry, please celebrity endorsement, or ask sports marketing, are no longer a new topic. Regarding sports marketing, or celebrity endorsements, industry professionals and experts also said a lot. Some people agree that there are also opposition. As the saying goes, there is a lot of confusion and no consensus.

In the corporate world, there are many brands that are more successful in sports marketing, such as Xtep, Anta, and Li Ning. If the frozen feet are not a cold day, if the footwear brand shines in sports marketing, it must be said that its marketing arrangements are scientific, integrated, and continuous. Online promotion, combination under the line, Midea's skillful combination of events and players with corporate culture, product characteristics, and consumer interaction are important considerations for brand sports marketing.

Of course, there are countless cases of failed sports marketing. Seven wolves have learned the brand of sports marketing. Nike ads seem to gradually disappear on television. why? Because advertising has been replaced by new, interactive marketing campaigns, they allow Nike to communicate directly with users. From wristbands that monitor athletic status; to the 30-story Nike Twitter fan commentary on the big screen; to the big-time ads on Facebook. Nike CEO Mark Parker said: Our current communication method is dialogue.

"Our current communication method is dialogue." Who is Nike? The world-famous sporting goods supplier, known as the "origin of sports marketing," should not be considered excessive. Now his promotion has changed, and it has become very fast, quietly changing around us. Chang Sheng, the Beijing TV financial host, lamented: “In the past, it was a grenades, where people threw away; now is a slapstick, and whoever you want to kill is who.”

As we all know, the shoe and clothing industry is a medium and low attention industry, so there is a bottleneck in the development process of our brand, that is, "how to transform from a well-known brand to a well-known and popular brand?" Many business entrepreneurs are working hard to achieve this goal. Here the author naturally can not discuss the right and wrong of sports marketing, or teach everyone how to do a good job in sports marketing. Can only say that our current communication method really needs dialogue.