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2013年8月 5日 (月)

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投稿: pletcherorh | 2013年8月 5日 (月) 19時24分

Despite the fact that the local sports brand functionality "stumbled", but they are marketing and advertising and marketing continues to be quite willing to invest above. Annual report information show that last year Li Ning (shop) 19% of its revenue for marketing and marketing, and last year it really is 10 years, the cost of about $ one hundred million to Wade from Nike (shop) exactly where dug up a spokesperson. Anta, 361 degrees will also be one-tenth of the total turnover spent on promotion. "Do is dead, usually do not do is dead." Market analysts pointed out, marketing and promotion expenses accounted for an increasingly prominent, but still with little success, not an incentive to enhance their functionality. Brand driven small business tricky bear fruit reporter preliminary statistics, final year, six sports brand promotion on the total cost of three.781 billion yuan, accounting for all of 12.8% of total revenue. Li Ning report shows that final year its income totaled six.739 billion yuan, down 24.five percent, and advertising and marketing and advertising expenses final year, total 1.325 billion yuan, 1.567 billion yuan more than in 2011 expenditures decreased by 15.4%, reduced than the growth price of total revenue decline. 361 Annual Report shows, advertising and promotional costs accounted for ten.6% of total turnover, that may be 520 million yuan, accounting for 7.8% greater than last year improved 2.8 percentage points. Peak in advertising and promotion costs that cost accounted for 14% of total income, along with the accounting for growing trend year by year. About each company spokesmen and projects sponsored sports events, the reporter found that last year, Li Ning to strengthen the Chinese Basketball League (CBA) along with a best NBA player Dwyane Wade co-investment, and final year alone 361 degrees spokesperson contract there are actually 4 or even more. Peak end of last year with 15 NBA players have signed endorsement agreements. Interestingly, various sports brands have signed an international star, and irrespective of how its recognition inside the nation, with significantly less than one percent market share compared to overseas, but rather that it really is for Chinese buyers to take the marketing approach. However the "ideal is complete, the reality is extremely skinny." Former "vanguard" Li Ning Companys annual massive loss of almost 20 billion yuan, which can be the initial time since 2004 a loss because its listing. Peak and 361 degrees are both revenues and net profit emergence from the "double down", plus the net profit fell greater than 3 %. Considering the fact that 2008 following the listing of sustained high development Xtep also retired, despite the fact that its income last year, a slight enhance more than last year contrarian $ ten million, but net profit fell 16.2%. Analyst Opinion Guotai Junan analyst Peng Hong Yang International stated that at present the entire sporting goods business, a really serious decline in efficiency, for them, the improve in investment in marketing Shishuwunai, "doing is dead, don't do is dead." "If not, other brands might have been involved in sponsorship activities will virtually bring the whole market competition and pressure, plus the inflation aspect, the whole promotional sponsorship charges rise, so the proportion continues to decline among the even more prominent results Moreover, the rush to sponsor activity is actually a direct consequence in the convergence of serious, to not impress customers. "Peng Hong Yang said:" In comparison sponsored competition for resources, neighborhood brands should certainly see their markets, moreover to Branding can also be a need to have to strengthen the core competitiveness. though NBA is quite preferred in the international arena, but if it can be not specifically well-known players, signing players only speak for the sales functionality isn't quite beneficial. "reporter identified that the regional sports brand in overseas markets low proportion of sales which, Pick overseas marketplace turnover last year 388 million yuan, down 15.5 percent, accounting for 13.four percent of overseas markets, such as North America accounted for only 1.1% minimum, Li Ning income share of the international industry only 2.4%.



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投稿: rmpmmwdf | 2013年8月10日 (土) 14時26分

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