[China Glass Network] The marketing effect of the company's World Cup depends on the extent to which the target group will transfer the positive emotional value of the World Cup to the brand. Therefore, the World Cup, which has set off hundreds of millions of enthusiasm, has spurred the desire of global companies to market. We see that there is a worldwide marketing battlefield outside the World Cup in South Africa. If there is competition, there will be success or failure. Through the disputes caused by the World Cup, what is presented is a business profit logic dominated by a strong person, and marketing is just a fascinating appearance. Here you can find the related products in 90% polyester 10% Cotton Dyed Fabric, we are professional manufacturer of 90% polyester 10% cotton dyed fabric,Polyester Cotton Fabric,dyed fabric.They are mainly used for pocketing,lining,shirt,work wear ,pants and fashion casual. We also can customize it according to your requirements.
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Cultural monopoly is a monopoly of rights In the late 1980s, there was a movie called "Kyotoball", and the plot revolved around a football match that was related to the country's honor and disgrace. After all the twists and turns, the ending of the film is replaced by the righteous men of the folks who are "the gods", and the team of the Qing dynasty corps is replaced by the "skills" of the individual, rather than the latter's kick from the "Water Margin". In the end, the professional Western Union team was defeated. Going back to the reality of the football world, although today's China is no longer a sick man in East Asia, traditional Chinese culture still cannot save Chinese football. Chinese "precious" players who do not have "the perfect job" can't always be on the court. The country and the nation have won honors, and the Chinese men's soccer team has not appeared in the World Cup stadium that reflects the football level of a country.
Influenced by the national spirit caused by different history and geography, modern football is mainly divided into three major schools: the European traditional style of the power-type beaten method, the South American faction of the smart-style passionate play, and the former two. The European Latin style of the style of technical play. Despite the different styles, the spirit of modern football culture embodied by the three is the same. This is the emotional value of football and the inner resonance of the fans – individual heroism that advertises freedom, passion and blood, which of course is with Western Chongli. The concept of commercial civilization that is still contending is the same, and its moderateness and harmony with China's mainstream culture is obviously difficult.
In the face of the reality that the overall strength of China's economy is increasing, the Chinese people's self-confidence has been expanding. In the early years, Western centralism has rarely been mentioned, and it is replaced by the Chinese threat theory and the rise of China's great powers. Regardless of the facts behind the above-mentioned views, there are many facts that can be supported. However, in the field of football, it can be said without any doubt that the Western centralism of football culture has never been outdated, and it is in the shadow of such a strong culture that modern football sports carry European and American international commercial brands with the same cultural spirit are constantly making profits. Specific to the commercial sponsorship of the World Cup, FIFA does not allow sponsors to deviate from the football itself, and has a strict scrutiny of the sponsor’s reputation and its product attributes, while “unauthorized or unlicensed in the World Cup†The commercial activities are also seriously attacked. These are undoubtedly a case of business operations premised on the protection of modern football culture and sponsorship rights.
It can be said that the modern football movement originating from the United Kingdom and having the spirit of Western culture, in the process of popularizing the world through FIFA, embodies the monopolistic commercial profit-seeking principle under the leadership of strong culture. The disadvantaged are still difficult to have. As a result, most of them are only for the strong, helping the voice, and just marrying others.
The Matthew effect of the "marriage" is a more influential and more commercially valuable football event, nothing more than the four-year World Cup, the European Cup and the annual Champions League. Although the process of each session has been ups and downs, from the results, the world football's power pattern has not changed. Except for a few black horses, the real powers are the kings. Take the World Cup as an example. The 76-year champion is equally divided between the two major football regions of South America and Europe. The seven winning teams except Uruguay, the rest of Brazil, Argentina, France, Italy, Germany and England have always been traditional top teams. .
If the World Cup stadium that speaks with strength is a traditional stage, then the phenomenon of monopoly of the strong is more than that on the same fierce marketing battlefield on the football field. It is more obvious that it belongs to the team's jersey. The sponsorship dispute is called the "Three Kingdoms" between Adidas, Nike and Hummer. In the past 10 Champions League championships, the ratio of teams wearing Adidas and Nike jerseys is 6:4. This year's Champions League Champions League will be produced in the Bundesliga giants Bayern Munich sponsored by Adidas and Serie A giants Inter Milan sponsored by Nike. In the top 32 of the World Cup, Adidas, Nike and Hummer swept 28 teams. In addition to England, traditional giants were included.
Today's World Cup matches have been carried out in a full range of commercial packaging inside and outside, and every company participating in the World Cup marketing hopes to use this event to bring positive correlation effects to the brand. But in fact, because the focus of the fans’ attention is always on the team and the stars on the field, the development of other aspects of the industry value chain is profitable, but in terms of the effectiveness of marketing communication, these two are The core marketing resources that are scarce in the World Cup. In the World Cup marketing, the representatives of Adidas, Coca-Cola and ambush routes, Nike and Pepsi, who have walked the "orthodox" sponsorship route, have achieved full marketing of players, teams and events after years of heavy investment and deep cultivation. penetration. In each World Cup, the two pairs of "family" in the game inside and outside the battlefield has long been a hot spot of habitual attention.
In short, the international big names represented by Adidas and Nike have gained strong cooperation in the World Cup marketing through the marriage with FIFA, football giants, football superstars and other "powerful" and their natural brand culture and football. The stronger the Matthew effect.
November 03, 2018