Textiles, Clothing And Luxury Goods Are Not Just Sports Banquet.

　　 Sponsorship marketing of sports events: it has been thriving since ancient times.

Sports events, especially international large-scale sporting events, are the first choice of sponsorship marketing for enterprises, especially sporting goods companies, because of their wide coverage, smooth transformation of consumption, natural and healthy propaganda and prominent social responsibilities. IEG data show that in 2015, the scale of sponsorship marketing of sports sector is expected to increase from 4.4% to 150 billion US dollars, accounting for 70% of the total sponsorship investment. Advertising marketing The budget is closely related. As the largest contributor to the growth of global advertising expenditure, China's growth in the field of sponsorship marketing is also worth looking forward to. Sports have no national boundaries, and the degree of radiance of brand marketing programs based on top events is far higher than that of conventional promotion activities. However, the trend towards sophisticated sponsorship system, increasing sponsorship fees and the emergence of new marketing methods such as "opinion leaders" in the information age make the marketing of big sports events no longer a profitable business. Accurate matching and post sports marketing are the key to improving the conversion rate.

　　 Sports marketing classic case: fat and thin, each has its own advantages.

The sports activities carried out by various sporting goods enterprises have their own characteristics, but none of them are matched on the basis of precise matching. The NIKE marketing continues to focus on sports and promote professional and fashionable brand image. By making the star series and the stars deeply bound to realize the brand personalization and spreading the new concept of sports life and culture, as the first local enterprise to enter the billions of revenue each year, Anta actively adjusts the sports sponsorship plan according to its own development stage, and leads the physical education products enterprises to find brand spokesmen and to sponsor the trend of top events. The marketing scale and sponsorship level are upgraded step by step from CBA to the official partners of the Chinese Olympic Committee and NBA official partners. The range of radiation impacts is expanding. Fashion brand UNIQLO is more interested in sponsoring potential athletes and has a unique vision to ensure brand exposure.

　　 Brand enterprise marketing discussion: highly matched, efficiency first.

A series of brand marketing promotion activities will be considered as a whole. Since the sales cost rate can only refer to the relative scale of the cost of sales, and can not reflect the transformation of expenses to sales, we introduce a delta operating income / sales cost index to illustrate the contribution of marginal sales cost to sales revenue. And the use of (operating income / operating income) / (sales expenses / sales expenses) represents sales revenue - sales cost elasticity; in the recent year, the income and expense elasticity of the enterprises in the year is: NIKE (0.99) > Anta (0.83) > 0.51 (>0>) PEAK (-1.65) > China (-4.33) > Lining (-10.76). In the five local enterprises, Anta has the most obvious advantage in transforming marketing activities into economic benefits, followed by the most popular birds. This kind of marketing efficiency analysis index is further extended to the brand enterprises of the spinning and weaving industry. Combined with the non profit net profit growth rate and inventory turnover index, from the point of view of marketing efficiency, nine Mu Wang, Hui Jie share, Sanfo outdoor, Hai Lan home, cross border communication, Semir apparel , such as singer, rich Anna and Luo Lai lived in the front.

Risk warning: marketing promotion is less than expected risk; systemic risk.