在營銷界，福建企業(yè)向來以擅于抓住體育營銷機遇而聞名，已經成功打造出眾多全國龍頭服裝、鞋類、食品和電器品牌。目前，福建地區(qū)擁有近百個馳名商標，位列全國前五。

Among the many well-known clothing and footwear brands in China, Fujian enterprises occupy a large part of the country. These brands are mainly concentrated in Jinjiang.

They are recognized sports marketing masters in the industry, and are good at promoting brand awareness and reputation quickly by sponsoring sports events and endorsing sports stars.

Beginning in 2003, Anta, XTEP, 361 degrees, Lu You, Mei Ke, mingle, Philharmonic, Hengsheng company respectively sponsored CBA, WCBA, the National Men's Volleyball League, women's Volleyball League, Table Tennis Super League, extreme sports elite, Trampoline Championship, digital sports CIG, China Cuba Women Volleyball match, and successively worked with national badminton team, gymnastics team, weightlifting team and men's volleyball team, women's volleyball team and women's hockey team, which accelerated the growth of the brand.

It is worth mentioning that with the help of the world cup platform, through close cooperation with strong media, it is also one of the leading brands of Jinjiang brand.

In the last two world cups, they all had eye-catching performance.

In 2002, Fujian enterprises such as Jin Ba and Qipai seized the opportunity of the world cup and made breakthroughs.

These words are so familiar to us that "who is able to fight, who is able to fight!"

In 2006, the Fujian enterprises, including the seven wolves, the powerful drivers, the dances with the wolves, the Li Lang, and so on, who had tasted the sweetness of the world cup promotion, attacked again and again, and took many high-quality resources of CCTV into the arms.

In recent years, Jinjiang enterprises, which are renowned for their sports marketing, have achieved remarkable results and boosted the economic development of Fujian as a whole.

Jinjiang has become a well-known brand base for shoes and shoes in the whole country. It is famous for its dairy industry in Inner Mongolia, Guangdong's household appliances, daily chemicals and Zhejiang's food brand base.

In the capital market, after years of accumulation, as more and more Jinjiang enterprises successfully listed, the Jinjiang plate is becoming more and more shaped.

Five years ago, only two listed companies in Jinjiang had reached twenty-one by the year March 2010, including Anta, seven wolves, XTEP, 31st degree, Li Lang and Xi De long.

At the same time, it also has eighty listed reserve enterprises, including strong, seven, Yaku, Fuma, Jordan, del Hui, and so on.

As the world cup in South Africa draws near, Fujian enterprises begin to aim at the world cup and prepare for advertising marketing.

In April 9th, "CCTV 2010 World Cup South Africa Program advertising resource briefing" was held at Seaview Resort Xiamen.

After the meeting, Hu Chengchu, vice president of Li Lang, general manager of Malata marketing, Xiao Qinghua, yako's national brand promotion manager, Peng Fei and other business executives, and He Haiming, deputy director of CCTV advertising department, talked face-to-face about the World Cup advertising strategy.

In the past World Cup marketing, Fujian enterprises showed a keen market sense of smell.

Fujian enterprises fully agree with the brand communication power and influence of the world cup, and give positive feedback to the CCTV advertising project of the world cup in South Africa.

In the process of communication, according to their own development and the needs of brand communication strategy, they discussed with He Haiming, deputy director, the strategic direction of the World Cup advertising cooperation, and initially made clear the advertising project.