Summary

Last week, from Quanzhou. footwear industry The sports brand of the camps officially joined hands with the Spanish Villarreal club to become the exclusive equipment sponsor and official technology sponsor of the club. This is not reminiscent of the fact that a few years ago, another Quanzhou shoe company sponsored the Rockets' home, which led to an increasingly intensified NBA industry boom in brand promotion. Experts believe that in Yao Ming's retirement "post Yao Ming era", the five major European leagues will become the new field of Quanzhou brand competition after NBA.

　 Outside NBA, look at Spanish Liga.

Expert analysis, with the influence of NBA in the domestic market to carry out brand promotion activities, this practice has been popular in Quanzhou shoe industry for several years, and the momentum is increasing. Some sports brands began to seek international sports resources beyond NBA, such as PEAK and Hongxing Erke, which have already begun to involve sponsorship in football field. "Joining the Spanish Villarreal club this time means that the Quanzhou shoe industry has taken a look at the influence of the Spanish football team outside the NBA." Experts say.

Fernando Roger, chairman of the Villarreal club, attached great importance to the signing of the Chinese brand. For this reason, he personally led several club officials and 5 players to China. "Our dream is to become the best club in the world, and we hope to move forward with this goal with the Quanzhou sports brand." Rogge said the club is discussing 2-3 performances in China next year and will hold such a competition in China in the next five years.

　 European stage, domestic market

"It took us less than 2 months to reach contact with the Spanish team." Ding Shuibo, who has always been a low-key XTEP, told reporters. He said that under the gloomy situation of the domestic football environment, its brand has taken another way to develop "football marketing" by using foreign sports resources.

Signing the Spanish team is the second wave of XTEP's resources to open up football matches. As early as last year, XTEP signed a five year sponsorship with Premier League team Bermingham. In the view of XTEP's vice president, ye Qi, his involvement in the football field and the signing of the Premier League and the Spanish Liga team can not only promote the extension of the product line, but also lay an important foundation for the brand international transformation.

Ye Qi said that in the past few years, due to Yao Ming's effect, Chinese fans were concerned about basketball, so many domestic sports brands entered NBA in succession. At this time, if other brands wanted to enter the NBA market again, the competition would be more intense, and the result would be half done. In contrast, football is the world's first sport. Although China's soccer is limited, its domestic fans are huge. There are few domestic brands in the international high-end football matches with large numbers of domestic fans. This is a good opportunity for domestic sports brands. Therefore, in view of the football market, XTEP adopts the strategy of "curve entry". With the help of the five big leagues in Europe, it has the advantage of having a large number of fans in the country, and sponsors the Premier League and the Spanish League to achieve the effect of "fragrant flowers outside the walls". The Spanish League is dominated by technical genres, and the way to play is pleasing to the eye. Last year, Spain won the world cup in South Africa, which is more important than the gold content of the Spanish League.

"Fashion is a regionalized thing. There are differences in aesthetic standards among different nationalities and regions. The language of sports is interlinked throughout the world, and the more popular sport is, the more cosmopolitan. XTEP's success in China is entertainment marketing, but the influence of Chinese acting stars in the world is small, and sports are international. Ye Qi also revealed that in order to increase the pace of internationalization, they will increase their marketing efforts overseas. In addition to adhering to the line of cooperation with the European and American front-line clubs, they will also have further investment plans in overseas marathons, tennis and other fields, while actively developing overseas agents and terminals.